——How do dealers choose new lighting products?
As competition intensifies, the lighting product cycle is getting shorter and shorter, consumers' choices are becoming more and more personalized, and the style and quality requirements of new products are getting higher and higher. In order to enhance their competitiveness, dealers also hope to recruit new brands with development potential, and new lighting products are worthy of dealers' expectations. So how do you choose a new product? What should I pay attention to during the process? Many guests in this issue of the dealer forum came out.
Moderator: Reporter Lin Ting
Guests in this issue:
Gao Wenshan, general manager of Linyi Tianyu Lighting, and Mao Jianfeng, chief distributor of Hunan
Taiyuan Huayi Lighting General Manager Cheng Cheng Taiyuan Xinhuasheng Lighting Plaza General Manager Zhuang Miansheng
Fan Hong, General Manager of Chengdu Xianghua Materials Co., Ltd.
Choosing the right product is half the success
Moderator: Hello everyone, as the market demand continues to change, new lighting products must also keep pace with the times. I would like to ask the distinguished guests, how should dealers grasp the timing of choosing new products, what should be paid attention to?
Cheng Cheng: I think that dealers choose products and choose brands as the basis of their business. If they choose the right one, they will be half successful. When choosing a new product, it is most important to grasp the market demand. When we used to do the lantern product, we often ran a trip to the ancient town in three or two days. The purpose was to seek the latest lamps, such a product is good to sell, and the second attract customers.
Gao Wenshan: If the market demand becomes larger, or there is a market gap product, as long as there is a business opportunity, you need to choose a new product. New products have been branded new products and new products of other brands. If the store is enlarged, you can choose new products from other brands. Injecting new brands can increase the brand advantage and competitive advantage of the store. If the products are available to everyone, then do the specialization of the brand, if everyone is doing the fine, then promote the characteristics and personality.
Mao Jianfeng: We mainly do the total distribution of enamel and lighting. There are two periods in a year to choose new products. One is after the Spring Festival, after the end of the inventory cleaning, we need to add some new products; one is in August, Because it is the off-season of the industry, manufacturers will adjust the product line, and will also introduce some new products.
Fan Hong: First of all, we must do a product planning. For example, our company has made a five-year plan to plan the company's long-term development, target positioning, and product mix. Choosing a new product can't just look at short-term goals, depending on whether it is in line with the company's own development path. Also, it is in line with market demand and in line with the law of market development.
Zhuang Miansheng: Now that the lighting market is beginning to mature, the brand communication process will continue to expand the demand for new products and new brands. Therefore, it is most important to do a good job before selecting new products. Choosing products should take into account complementarity. Choosing what is not available on the market and what is necessary is the important thing to choose new products. Nowadays, there is basically no gap product in the market. The lamps in the lighting store are basically the same, and the price is there. Therefore, it is best to choose a new product that suits your own positioning and meet the market demand.
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