As a veteran of marketing, Fu Zhe has worked in some well-known enterprises in the lighting industry. Recently, he joined Hongguang Lighting and focused on marketing work. In just a few months, in the spirit of insisting on the general channel of Hongguang Huangliang, the general manager of the market, Jiangsu, Henan, Hunan, Jiangxi, Hubei, The original national outlets of Hongguang in Sichuan and Yunnan have conducted a market inspection and sought a breakthrough in Hongguang's further deepening of the market. Investigating the return of the general manager to the reporter talked about his own experience and some ideas of the future Hongguang to expand the market front.
The market needs intensive cultivation
Reporter: Fu Zong, before you took over the job, what was the original market situation of Hongguang? What kind of ideas and initiatives do you have?
Fu Zong: Do not shy away from saying that Hongguang’s original market segment is indeed very large in scale, with more than 4,000 outlets, basically spread across provinces and cities across the country, which really cost a lot of effort and input. At that time, it was also a certain depth to promote the expansion of the enterprise market.
However, with the changes in the market's refined operations, the management has become increasingly disordered. This chaos is generally expressed in the following aspects. First, the market layout is a bit chaotic, that is to say, there are still some problems in the rationality of the distribution. Secondly, the price is a bit chaotic. Due to insufficient monitoring, the pricing varies from place to place. The unified pricing range of the factory department is again that the service is chaotic and there is no standardized operation module.
Therefore, in view of the advantages and disadvantages of the original market conditions, my work was to systematically rectify and rectify in a step-by-step manner with the support of Huang and the cooperation of local manufacturers. Because in the fiercely competitive lighting industry, the era of stimulating enterprise development simply by relying on excessive market demand is gone forever. Only by relying on its own competitiveness and deep development and intensive cultivation of the market can it win more. Great market share and living space. Therefore, through the power of norms, the strength of the team, the power of example, the power of integrity and the principle of merit, I will try to change the traditional sales model of the business into a sales model that conforms to the market development, and let the market The rule of survival and inferiority has become the balance of the survival of the Hong Kong dealers.
Review
Without a dream, there is no way out, and the dream decides the way out. Compared with Hongguang's previous extensive and prudent business model, Fu Zong said that under the leadership of General Huang, the Hongguang team has achieved a qualitative leap in thinking, and Fu Zhe really feels the "newness of ideas and The true meaning of this sentence is that the leader determines the fate of the company. Therefore, under such an open atmosphere, management at all levels also boldly conducted in-depth research and discussion on the original advantages and shortcomings of the company. In fact, once a business owner has an open mind and a learning mindset, the potential for the development of this enterprise will be great!
Network terminal requires multiple strengths
Reporter: Fu Zong, can you specifically talk about the several forces of the terminal market network that you mentioned earlier?
Fu Zong: The several forces mentioned above are actually some of the ideas for market rectification.
The power of norms is the action that is done against the chaos of the market. In other words, to rectify the market, we must first start from purifying our own market and let them standardize their operations. Only the norm, the image naturally comes up, and the impression brought to the customer is naturally profound. Therefore, in the face of such an era of continuous openness and development, if we are still stuck in the habit of making quick money, it is unimaginable to go to a higher level. Therefore, in order to achieve another leap in the enterprise, in addition to the investment and propaganda of all aspects, it is necessary to have a lofty ideal of investing in the future and an advanced business sense. Our general manager Huang clearly expressed his determination to make a fine market in the future. Even if more than 4,000 outlets are reduced to four or five hundred, as long as these four or five hundred are fine, the quantity will not be less. At the same time, it also laid a solid foundation for the long-term development of the Hongguang market, and also played a big victory.
The power of role models. To put it mildly, it is a tree model and a tree benchmark to drive other dealers and stimulate market consumption. At present, we have set up logistics operation centers in Hunan, Hubei, Yunnan, Shenyang, Jiangsu, Sichuan, Henan, etc., and Hunan Yuanhui Lighting, Wuhan Oriental Lighting, Yunnan Gorgeous Lighting, Shenyang Weili Lighting, with these central points. Changzhou Hualong Lighting, Chengdu Zhanhongtu Lighting, Zhengzhou Yijia Lighting, etc. have established partnerships to expand their market segments and share more market share.
power of the team. The battle for the market is not only a process of increasing the scale of the enterprise economy, but also a comprehensive and profound overall movement. The biggest loss of the team is to let any one person fight outside the team, so the role of the husband is limited. Be sure to ask the team to fight. Therefore, whether it is the factory, logistics, dealers and consumers should be guaranteed to be a complete sales chain. Only when the entire chain moves, will the pulling power and market tension be generated, and the profitable space will increase. This is called a huge sales channel chain. Establishing such a channel chain will make the information flow in time, let the company improve its weak links at any time, and secondly guarantee the loyalty to the products, because we are real. Community of interests".
The power of integrity. The key step in seeking a breakthrough is to reform the mind and find the coordinates of the struggle. The modern economy is the mass economy, and the main body of the mass economy is the consumer. Therefore, businesses must conduct services on the premise of mass consumer groups. Therefore, it is necessary to ensure the purity of the market where each dealer operates. Accurately and timely provide the development information of the factory, share the company's actual situation and the goals of each stage with others, and build a sense of trust and a sense of commonality. At present, Hongguang Lighting will re-energize its promotion and provide confidence support to the sales terminal. It will invest tens of millions to acquire a factory and purchase a land expansion plant.
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