In the lighting industry growing at the same time, non-operational order, no national brand, innovative marketing means no "three noes" enterprises are also increasing, many lighting companies in the quick success and quick success of the float bath under the control of operating state of mind, often just out of a misunderstanding, but also into another misunderstanding. Now we move to defeat the common ten lists in the post for those who want to become bigger and stronger lighting, small and medium enterprises for reference.
Failure of a strokes: front-free enterprise, survival retreat OEM
N years ago, companies taking advantage of the lighting industry a single species, the scale of failure, less demanding needs of real quality to OEM, ODM processing in the form of post cards to avoid their enterprises in the production scale, lack of technical management deficiencies, with a certain degree of visibility. However, the lighting market matures, the opportunity to fish in troubled waters in the price of getting smaller and smaller. As a result, some small and medium enterprises in the manufacturing sector can not be cracked, technical section on-site management of the state, has gone through since the sages of the road - OEM to other small businesses, however, the story of the tortoise and the hare, if rabbits do not be lazy, how can the tortoise ahead?
Certain brands, the year in a seller's market, once unbearable domestic lighting enterprises. However, in today's buyer's market climate, technology development lag, testing equipment lag behind production management, marketing delay of "four after" things to do, companies choose to produce low-grade waste actually lighting a certain town for OEM electronic products post card, resulting decline in brand competition, brand influence getting smaller and smaller ... ...
Strategy: desire is to become bigger and stronger, but in reality is a lack of confidence, to go hard with limited funds to expand product lines, might as well select a few varieties do fine! ! Take OEM, ODM post card marketing is done must be systematic and complete testing equipment and instruments, once the product quality problems, the brand can again?
Lost two strokes: link "foreign" name to sell "local plaster"
People always have xenophilia of Inferiority. Have geometry, a place in the Pearl River Delta emerge overnight dozens of "foreign" lighting business, always think, put the purchasing power of foreign brands will be able to pull the market, put the cat to really become a tiger tiger, you can roaring forest? In fact delusional, rapid economic development, increasingly brutal competition in the market, foreign brands are not can be straw, leave a place in the Pearl River Delta "foreign" brand, fake "foreign" companies operating in the lighting, one which can dominate the field in the market?
Strategy: product market positioning, business to strategic positioning, corporate internal management are critical components, "foreign" name how can we pay for the lack of internal strength, with the individual to meet consumer demand, is the product by the consumer Welcome to the fundamental conditions.
Lost three strokes: "chain" chain of good luck can bring to the enterprise
How to change the marketing model, simplified marketing channels, increased product coverage, is director of marketing for lighting companies, marketing director, brand director of the "total" brood compulsory every day, and finally one day, prophetic those "foreign" is used , also do not understand their own "chain" of the mass, the surprise from the lighting industry, advocating a "chain" New Life Movement. Toss some down, the stars still the stars, the moon or the moon, but Falls in, and no increase in sales and profit growth of enterprises covered in scars appear ... ...
Strategy: the lighting industry, a senior marketing people said, in the next few years, the Chinese lighting industry sales model or the continuation of multi-level distribution! "Chain" not, "Monopoly" matter whether injured or enterprise itself, therefore, small lighting business decision makers, should do away with the national character of curiosity, watch less busy and do more practical work, the product well, the services do Well, is the real way out.
Lost four strokes: "XX director" can turn things around
PRD small lighting business, I do not know when to begin, regardless of size, are equipped with a "supervisor" position, or "marketing director" or "Marketing Director." For a time, director of disaster as the locusts trouble all over the place. "Prison" bit is set up, however, effect? Many bosses do not know, post is unclear, no ability to monitor do not know how, the ability of the prison bosses not to give rights and can not do, this is a living reality, then, a lot of director who is almost a professional "escort "(to accompany food, to accompany drinks, keep playing), by such means can set up vendor relationships and stability to what extent? "Supervisor" who certainly can not carry any of a large enterprise sales. Exclaimed one drink industry: the lighting industry has not yet ordered, director of marketing need to work!
Strategy: Sales Executive worth mentioning, no matter whether sales manager, marketing director worth mentioning, vice president of sales worth mentioning, not the same job title, the actual nature of the work is the same, to do nothing more than a sales strategy, sales management, product market positioning, customer intelligence liaison so, if the job duties of non-position, set up not as good as no.
Lost five strokes: talent "recruited" to the can
Today, more and more intense in employment, full salary Chengpin of job advertisements, lighting, vice president of enterprise sales, the basic wage from 1,000 yuan / month -30 000 yuan / month range, with a job, the gap loud noise so big? In fact, this is the gap between the enterprise itself. Small lighting companies, almost lack of talent assessment system to judge felt alone. When the brain drain, there do not think that he wrong? What is wrong? Such enterprises are to paid Chengpin exercise useful?
Strategy: paid Chengpin Ye Hao, desperate for Ye Hao, Maxima often, horses are not often, if met Maxima, I do not know how feeding, and how can the Maxima "day traveling thousands of miles" to play the maximum effect? Select "horse" is important, raising "horse" is also important! Lighting companies to develop, "the employer" is the most important part!
Lost six strokes: no serious problem in this third-party payment collection
In 2004, Zhongshan carrying cargo to escape the collection of money have a lot of homes, many shipping companies entrust the collection of money in small and medium enterprises have recruited lighting; 2005, or the ancient town in Zhongshan, lighting manufacturers starry night pack up and leave There are about ten, a large number of suppliers of raw materials subjected to disaster!
Suppliers were swept away by loan companies, in fact, is the fault of the balance sheet of the demolition, the production companies can not crack the marketing puzzle, and therefore rely on price competition, and even many "feet ashore," the boss of the "private entrepreneurs" even the most basic operating budget will not do, nor do most anti not support, to a Jiaodimayou - walk away, your not making money, losing some of the suppliers.
Coping strategies: either as a "generation" factory invoice for the victims, or victims of settlement demolition of "supplier", if the use of marketing management in the "credit system" and "risk money management", "run" the risk to be to a minimum, at this time, a "can" managers with a "Yong" reflects the value managers out.
Lost seven strokes: count on to drive sales commission
Large lighting companies from small to something big, is its incentive system, management system, closely related to rationality, the senior management of large enterprises the income is divided into three parts: basic salary, travel, performance bonuses, the same level of other basic pay, travel costs reimbursement of the same, however, "can" by and "Yong" who pay for performance up to 50 million / year, "Yong" pay for performance by the end of the year 2 million, then, "Yong" who had the face to stay any longer it? Uninvited to leave, the effect has played a survival of the fittest. However, in many small and medium enterprises to take the lighting is non-standard loose management, post up to "Director", but the basic wage was 2,000 yuan / month, in the high consumption areas, how can balance a checkbook? Then, the "director" in order to get more commission, hoping to increase the Distribution to dealers to achieve sales increases, more of the commission, and such enterprises, sales staff are often the purchase price, sales, billing is all "number one" management, such enterprises is not only the number of sales people there are that many a "time bomb."
All this, how the enterprises bigger and stronger?
Strategy: the interests of top management directly linked with the profitability of business is to stabilize the business forward to grow the premise, by commission to boost production, driving techniques, driving sales is certainly not the best way, the proposed bosses, with the development eye view, the incentive system to do, to "human resources" into "human capital"!
Lost eight strokes: "Pong" name brand road to success can be
Noted that the brand name lighting industry who will find a very interesting phenomenon: that is, a lot of brand name "looks" very similar, because we all know it. Some enterprises have bigger, stronger brands, and naturally people will flatter more, whether it is "teacher" who consider themselves consultants, or self-proclaimed "business services" industry media, all glorify the brand name to obtain a mood, and so, anxious to put all the world like the word list to the winner's head. Ever: "Twin Sisters" to be found everywhere, and more, in its trademark on a letter or make a little change of change as its trademark (of course, can only muddle the consumer, not the State Trademark Bureau ), relying on imitation and "Pong" brand can be successful? Does not that success comes too easily?
Strategy: Earth breathtaking gave its ability to imitate people, even to the point quintessence! Spring and Autumn Period, Qin Shi Huang who did not imitate, but the final rule the country. Haier who did not imitate the modern enterprise to service conquer the world, not imitate the Lord Chancellor who dare to become a global brand Pepsi, Coca-Cola to compete in the national brands! Lighting industry bosses should be more to learn from them!
Lost nine strokes: the fried "concept" to improve sales
The summer of 2004, a lighting company owner asked me to watch him in high spirits about the China Central Television broadcast a channel lighting products advertising animation script. At that time, I wonder: have the courage to be bold! However, a careful asked: did not put in place business and technical personnel, production managers did not place, or even rented factory premises is still in negotiation. Whom I can not help but pinch the sweat: advertising costs by millions of energy-saving lamps for each zero a few dollars profit, equal to a number of one million energy-saving lamps profits paid advertising! Just think, a war, ground forces did not keep up, and by indiscriminate aerial bombardment, to win it? Although more than 100 million in advertising to make this light yet rigid corporate live, but a month later, my marketing people once again surprised! A place of roadside advertising, the rise can see, all "××××, CCTV brand list! " Next, there are a few selected low TV ratings of the central channel, advertising pilot after a few days, also put up ads :"××××, roadside CCTV brand list. " CCTV brand list something like this on!
Strategy: In the increasingly rich variety of lighting products today, increasingly rational in consumer psychology today, by "concept" to enhance the sales hype I'm afraid a little difficult. In 2003, Liu Xiaoming of the Beijing and the surrounding market positioning, product marketing survey for a month's time, who lost 6 pounds, breaking the two pairs of shoes, only the lighting products market conditions on the detailed conclusions, advertising can only be icing on the cake for the marketing, rather than simply marketing
News Categories
