[Text / high-tech LED - lighting and market September issue Zhou Jianhua finishing]
It is said that LED is a relatively high-tech industry, but the biggest problem facing most LED companies at present is how to build channels and open up sales channels.
I think that marketing itself is a kind of technology. Why, we can get a brand after marketing, because the premium of our brand is far beyond the premium of technology, and it depends on marketing, so marketing itself is also a technology.
In the marketing process, companies must translate technical language into marketing language. If the conversion is not done, then we have no technical advantage, because there is no way to make consumers feel valuable.
At present, the channels that LED can tackle are: engineering dealer channels, professional engineering channels, lighting store sales channels, OEM channels, invisible channels, wholesale or hardware channels, supermarket channels. Among them, the invisible channel, I think is not the channel, in principle, it is the result of the entire channel operation and brand operation, it should belong to the brand scope. The hidden channel is a group of people who influence the channel, such as NVC, Op, Pins, Sidon, they have brand precipitation.
I believe that an LED company must establish its own channel system in three steps.
In the first step, companies must choose the best investment target. At present, the first is the domestic first-line brand agents, such as Philips, Osram, GE. Domestic second-tier dealers are engineering dealers, they are the best partners. If you can't choose them, then you will choose another dealer, such as NVC, Op, Sanxiong Aurora, Jiamei and other commercial lighting, will become a good choice.
The dealers in Zhongshan Guzhen live the best. They open the market by telephone or network. But their prices are also very powerful. However, these enterprises in the ancient town, in the future, once a strong brand is involved, their living space will become very small.
Once the company lists the target dealers, the system marketing strategy needs to keep up. Otherwise, even if the previous investment is successful, it is impossible to make an LED brand. What is a brand, the brand is linked to the service, the brand is far from a conclusion obtained by rational analysis, the brand must be the type you like.
So how do companies build their own terminal forms for the three different dealer groups mentioned above? For engineering dealers, the best terminal display is sample engineering, and the company needs a consultative marketing team. For commercial lighting distributors, companies need to establish a commercial light experience center. For lighting store dealers, companies must establish a home light experience center.
The second step is to establish a investment promotion team. I believe that under the entire jurisdiction of the marketing center, there must be the following six departments: marketing department, sales department, technical department, design department, training department, engineering department.
The division of labor is: the marketing staff of the marketing department is responsible for investment promotion, assisting in distribution and construction of terminals. The sales department is responsible for order fulfillment and customer service. Engineers in the technical department are responsible for product technology services. The lighting designer of the design department is responsible for the provision of performance programs. The training department is responsible for the training of dealers. The project director of the engineering department must establish a headquarters responsibility system for major projects, and the dealers should take profits.
The third step is the service experience, large enterprises, and strong companies, but the more they ignore the so-called marketing services. The larger the enterprise, the more the management level, and the execution and service are often compromised. In fact, the dealer is very clear, how to choose the cooperation brand with his door.
Finally, the performance plan is provided, which needs to be composed of the design department and the technical department. After the performance plan is made, it is implemented by the engineering department. In the marketing team's architecture, this is a systematic sale and a consultative sale. LED channel investment, strength channel dealers have money, they do not care about investment, the key is whether LED companies can make him feel at ease, he has no trust in the company, this is the most important.
Source of this article: Guo Yunping, chief consultant of Eagle Goose Team
It is said that LED is a relatively high-tech industry, but the biggest problem facing most LED companies at present is how to build channels and open up sales channels.
I think that marketing itself is a kind of technology. Why, we can get a brand after marketing, because the premium of our brand is far beyond the premium of technology, and it depends on marketing, so marketing itself is also a technology.
In the marketing process, companies must translate technical language into marketing language. If the conversion is not done, then we have no technical advantage, because there is no way to make consumers feel valuable.
At present, the channels that LED can tackle are: engineering dealer channels, professional engineering channels, lighting store sales channels, OEM channels, invisible channels, wholesale or hardware channels, supermarket channels. Among them, the invisible channel, I think is not the channel, in principle, it is the result of the entire channel operation and brand operation, it should belong to the brand scope. The hidden channel is a group of people who influence the channel, such as NVC, Op, Pins, Sidon, they have brand precipitation.
I believe that an LED company must establish its own channel system in three steps.
In the first step, companies must choose the best investment target. At present, the first is the domestic first-line brand agents, such as Philips, Osram, GE. Domestic second-tier dealers are engineering dealers, they are the best partners. If you can't choose them, then you will choose another dealer, such as NVC, Op, Sanxiong Aurora, Jiamei and other commercial lighting, will become a good choice.
The dealers in Zhongshan Guzhen live the best. They open the market by telephone or network. But their prices are also very powerful. However, these enterprises in the ancient town, in the future, once a strong brand is involved, their living space will become very small.
Once the company lists the target dealers, the system marketing strategy needs to keep up. Otherwise, even if the previous investment is successful, it is impossible to make an LED brand. What is a brand, the brand is linked to the service, the brand is far from a conclusion obtained by rational analysis, the brand must be the type you like.
So how do companies build their own terminal forms for the three different dealer groups mentioned above? For engineering dealers, the best terminal display is sample engineering, and the company needs a consultative marketing team. For commercial lighting distributors, companies need to establish a commercial light experience center. For lighting store dealers, companies must establish a home light experience center.
The second step is to establish a investment promotion team. I believe that under the entire jurisdiction of the marketing center, there must be the following six departments: marketing department, sales department, technical department, design department, training department, engineering department.
The division of labor is: the marketing staff of the marketing department is responsible for investment promotion, assisting in distribution and construction of terminals. The sales department is responsible for order fulfillment and customer service. Engineers in the technical department are responsible for product technology services. The lighting designer of the design department is responsible for the provision of performance programs. The training department is responsible for the training of dealers. The project director of the engineering department must establish a headquarters responsibility system for major projects, and the dealers should take profits.
The third step is the service experience, large enterprises, and strong companies, but the more they ignore the so-called marketing services. The larger the enterprise, the more the management level, and the execution and service are often compromised. In fact, the dealer is very clear, how to choose the cooperation brand with his door.
Finally, the performance plan is provided, which needs to be composed of the design department and the technical department. After the performance plan is made, it is implemented by the engineering department. In the marketing team's architecture, this is a systematic sale and a consultative sale. LED channel investment, strength channel dealers have money, they do not care about investment, the key is whether LED companies can make him feel at ease, he has no trust in the company, this is the most important.
Source of this article: Guo Yunping, chief consultant of Eagle Goose Team
Semiconductor Plastic Package.Refers to the material whose conductivity is between the conductor and the insulator at room temperature. Semiconductors have a wide range of applications in radios, televisions, and temperature measurement. Diodes are semiconductor devices. Semiconductor refers to a material whose conductivity can be controlled and can range from insulator to conductor. Regardless of technology or economic development, the importance of semiconductors is enormous. Most of today`s electronic products, such as computers, mobile phones or digital recorders, have core units that are very closely related to semiconductors. The common semiconductor materials are silicon, germanium, gallium arsenide, etc., and silicon is a kind of most influential one among various semiconductor materials in commercial applications.
Semiconductor Plastic Package
Semiconductor Plastic Package,Semiconductor Package,Silicon Transistor,Bi Directions Thyristor
YANGZHOU POSITIONING TECH CO., LTD. , https://www.yzpst.com