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A few days ago, it was reported that the focus of Midea Lighting's 2014 channel was the channel construction of the specialty stores. It is expected that only 100 stores will be built in the Hunan market this year. In the 20 days of April 2014, Songwei Lighting opened 18 stores in Yunnan and Hubei, and currently has over 580 stores in provincial and prefecture-level markets. With the gradual development of indoor lighting and home LED lighting market. Infiltration, a store that is closely linked to the terminal channel is still one of the most important ways for the lighting company to expand its channel, because it can not only improve the market's radiation capacity, but also enhance product visibility and sales.
But nowadays, there are fewer and fewer lighting brands in the market, and many specialty stores are slowly becoming store-in-shops.
When reporters visit the lighting city store, they often see a variety of different styles, categories of lighting and lighting products mixed in the store known as Philips, NVC, Op.
The phenomenon that specialty stores are not specialized and not true is quite common in the lighting industry.
The product structure of the specialty store is too single, the product category is not rich enough, and can not meet the needs of different levels and different consumption structures. In the face of profit leverage, over time, the specialty store is for the integrated store. An industry dealer told reporters.
Being a good brand can drive the sales of other mid-to-low-end brand products and become a good reason for dealers to build specialty stores into large stores.
It is understood that the current increase in professional stores, market demand is limited, the country's macroeconomic conditions are constantly adjusting, e-commerce has a greater impact on traditional store channels, and the speed of market flattening has also directly affected the market of specialty stores. Sales.
More and more dealers are not willing to limit their profit sources to a certain brand.
At present, the homogenization of products in the LED industry is serious, the competition in the market is fierce, and the product quality and supply price are mixed, and the price of the specialty store is relatively high, and it is difficult to demonstrate competitiveness. An industry distributor said so.
Profit is the key to the development of specialty stores.
The investment in a specialty store ranges from a few million to tens of thousands, but the core factor in the profitability of a specialty store is not the previous investment.
The design level of the storefront, the product life cycle and the later operational management capabilities all determine the vitality of the store. An industry expert suggested that the style design, material selection, image display and other aspects of the store can bring more texture and experience to consumers.
In order to achieve good development in the market, continuous and all-round support from the company is also essential.
An industry expert suggested that enterprises should constantly improve the image of their stores and keep improving their products. They must constantly adjust their product lines to enhance the value of their products. At the same time, they must pay attention to the output of management and services. Improve and ensure the profitability of the store 100.
After all, only if the store is profitable, can it have a win-win situation with the company.
However, the lighting store is good, but it is not easy to open a store, which requires the company and the dealer to work together.