Any company, any brand, from upstream to terminal, must have the support of dealers. The same is true for international lighting brands. The business's point of view directly reflects the status of the international lighting brand. One person speaks lightly, and all of them are swearing. They use a paragraph in the TV series "Liu Luoguo": Everyone says that you can do it, you can't do it; everyone says you can't do it if you can't do it, and you can't do it. Therefore, in order to comprehensively and thoroughly understand the national market conditions of international lighting brands, this newspaper launched various resident personnel, with Osram Lighting as the main research object, supplemented by the survey of Philips Lighting, GE Lighting and Schneider Electric, according to the division of different regions. Summarize the evaluation of international lighting brands in the minds of the business.
Huadong Region
Deeply favored by merchants, it needs to be improved
East China is one of the regions where international lighting brands are vying for competition. Because of its developed economy and strong consumption power, it can bring huge sales and profits to various international lighting brands. Of course, they are also favored by lighting distributors in East China without exception. Judging from the feedback from distributors in East China, most of them are positive feedback, but there are also some small problems that need to attract the attention of major brands.
The most satisfactory thing for dealers is the stability of the sales policy. Osram Lighting Hefei dealer Zhang Xiaomin said that compared with the previous sales policy, Osram has different sales policies according to different sales this year, which is considered comprehensive for each dealer. Secondly, the manufacturer's sales support, the dealers also expressed satisfaction. According to Xue Hongdu, the distributor of Osram Changzhou, in order to let agents know about the launch of new products and strengthen the communication skills of terminal sales, Osram Lighting held three new product promotion meetings every year, which is very helpful to agents to open up the city. This year, Osram image store decoration, the factory subsidized 50,000 yuan, which is a relatively small situation, but also feel that manufacturers attach importance to the business. This year, manufacturers have improved their rebates, and businesses are naturally more capable.
Finally, in terms of product quality and service, the merchants are also deeply satisfied. Osram Changzhou dealer Xue Hongdu believes that Osram lighting products are of good quality, cost-effective and considerate service. In the eyes of customers, the recognition is high, and the business is easier to operate. Oujiang Nanjing dealer He Jiangwei said that the service of Osram lighting business personnel is in place and the problem is timely. Ningbo merchant Chen Jizhou said that Osram is an international brand with good product quality and advanced technology. The manufacturers give support to merchants, gifts, promotions, outdoor advertising, etc. Merchants are happy to cooperate with them.
In addition, some merchants believe that OSRAM is a strategic vision enterprise with humanized management and high requirements for execution. They pay great attention to the training of core businesses. Merchants with annual sales of more than 5 million yuan can get training opportunities abroad and participate in financial, human, and sales training organized by manufacturers.
Of course, the merchants also put forward some good suggestions. Osram Changzhou dealers believe that there is a lack of advertising in the company and hope to increase the investment in advertising. Nanjing dealers also said that this year's sales expenses are strictly controlled, and many of the original expenses have been slightly reduced. In addition, the company needs to strengthen its market price competition incentives, and some places on the price are not well controlled, making dealers' profit margins less and less, which has hurt dealers' sales enthusiasm. Linyi merchants believe that OSRAM is slower than Philips. Some merchants believe that the international lighting brand manufacturers have relatively high profits, and the merchants are returning points in stages. The initiative is held in the hands of the manufacturers, and the sales policy is unstable, which restricts the development of the merchants to some extent.
North-west region
The work is stable and the provisions are relatively cumbersome
International lighting brands also have a large market in the northwest, and sales have climbed all the way. Osram Lighting Northwest Logistics believes that international brands are basically in strict accordance with the contract, manufacturers are mainly engaged in the peripheral market and brand promotion work, all actions are carried out in accordance with the terms of the contract, reflecting the rigorous and serious work style. However, because of this, the market operation lacks certain flexibility, the company's provisions are relatively cumbersome, and the business procedures are relatively complicated. Philips Lighting's distributors in Gansu said that the international lighting brand has a strong production capacity and can supply distributors in a timely and stable manner, ensuring the interests of dealers.
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