This type of LED lighting distributes a variety of first-line brand products and even monopolizes one category. They have strong financial strength, and their channel control is also strong. They are like a fisherman in the channels they are familiar with. It is also a tyrant of limited resources.
Some LED lighting relies on these resource advantages, but also tired of the old category of the ubiquitous and boring operations, have tried new high-margin industry or trend industries. Some in order to play with some water, some are overwhelmed by the chaos, and some are the spoilers of the eight. New channels, new models, new rules of the game, but still try to test the water. Everything starts from a new beginning, otherwise it will lose money, labor and injury, and the expansion will be fiasco and the foundation will not be guaranteed. Of course, there are also many large companies that have matured their operations and advancement, successfully completed the expansion of channels, and ushered in the second spring of their careers. The key is that you are ready? If you are not ready, you have to stay a little longer!
Here is a brief review of other industries:
Case 1: A province has a large number of LED lighting for the distribution of maternity and children's products. The head of the company, Mr. Zhang, is well-known in prefecture-level cities, with an annual sales of more than 20 million. The channels for women and children stores are almost monopolized. The bigger the company is, the more famous it is, and the number of manufacturers visiting it is also a lot. Mr. Zhang is also a person of personality, dare to act. Last year, after banned a company director of sanitary napkins, he cooperated with the new sanitary napkins of the operators.
The new product is a brand new brand in the industry, but found a second-line celebrity endorsement. Because the company's regional manager encourages Zhang Zong: With your boss's ideas and enthusiasm and the strength of your excellent team, the maternal and child channels can operate so well, how can a small business super fear? What's more, our company supports you with a certain amount of super-cost. If you do it so much, you need the expansion of the channel, or it is difficult to have greater growth. Modern channels are trends, they are not caught now, and it is even harder in the future. Zhang always moved. After the previous trip to Beijing, I heard that many of my peers in the industry have tried new channels of water testing. After two rounds of negotiations, Mr. Zhang finally decided to invest 800,000 yuan in special funds to operate sanitary napkins. Next, Mr. Zhang first shipped 200,000 yuan in the first round. The wind and fire and the factory manager began to recruit new teams and other preparatory work.
Because it is a new channel, the old team Zhang did not use personnel. All new recruits. Zhang did not expect the new team's business personnel to recruit hard, the business super is even more difficult, he is not very professional and has to hire a special manager, the store negotiations, entry, recruitment, etc. Zhang is tired enough, after more than 3 The monthly toss, the new product has finally completed the entry of some channels, but the cost of the business has been invested more than 200,000, the business people come and go, toss for 3 months has not been smooth. After half a year, the product sales are very general. When Shangchao enters, don't want to come out again. Zhang always finds that this channel operation is quite expensive. At this time, another manufacturer is also doing business super channel, telling Zhang that he is doing a product without product portfolio, and the profit rate is low. Zhang Zong, who was trapped in it, once again beaten, and the result of Fang Xian’s hero was tightened. Finally, because all aspects were not perfect, and the customer relationship was not solid, the manager’s assistance was not in place, and the irresponsible goods were not in charge. The threat of the elimination of the end of Shangchao, Zhang Zongwu quit. At the same time, the original baby channel has lost sales due to less energy scruples. Until the loss, the funding crisis.
Case 2: The LED lighting of a famous brand of milk brand in a city in Zhejiang has already done a good job in a local prefecture-level market and earned a certain profit. I am very happy. For the triumph, it has more regional channels. Through the relationship, we won the distribution rights of a nearby prefecture-level city. I am convinced that this brand is not a problem as long as it can be sold. In the new prefecture-level city, it will invest 6 million yuan to re-establish a new team to enter the new area for channel expansion. Because the new team is not familiar enough with the local market conditions. As a result, many new stores in the early stage are sold at a loss. The good stores do not make money, and they need to invest. Townships, No. 1, No. 2 stores, milk stations and other channels with relatively low input costs are very profitable, but the channels are almost completely bought out by competing products. It is difficult to enter. The display and customer sentiment were suppressed by competing products, and the result was weak, and the processing of large date products became the main job. The market progress was difficult, and finally the last two years of tossing, no actual progress and hope, a loss of more than 2 million, hurriedly ended. Fortunately, the company's background is hundreds of millions of companies, it is still hurt. But it also paid a painful price. Losing the prestige of the industry, the reputation is greatly reduced.
The above cases are all negative cases, mainly because the LED lighting expansion channels are not ready yet!
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What should be done more securely?
Keeping a clear mind and zeroing mentality When the big business has already achieved initial success in the industry, it should maintain a clear mind and a zero-return mentality. Every decision must be rational and serious, and cannot receive the temptation of external forces. Lose yourself, and you can't rely on your own business foundation to think that you can be invincible. The LED lighting in Case 2 is thought to be enough for the brand of cattle, enough for the support of the cattle, and the team with enough cattle can be invincible. The problem may not be so simple, keep the clear mind and zero mentality to even enter the new channel. In addition to the indispensable factors of capital, manpower, brand, etc., it is also necessary to have a rigorous sales strategy and a feasible implementation plan for the intensive cultivation and promotion of the terminal channels, and then it is possible to win, fight time and technology, strategy and tactics. Playing is a comprehensive strength matchup!
No longer want to go it alone, negotiate with the core cadres to make new decisions, and bid farewell to the era when the boss decided to make a head. The management of Dashang is generally of high quality and has strong insights on the front line. It is recommended to hold a decision-making meeting for analysis and let the team discuss it together. If the team is likely to make an 80% approved project, they will be more involved. Do more work. If the team is opposed to the project, the result will be less involved. If the LED lighting boss is a separate person, all of them are newcomers to operate, the labor cost, the time cost, and the grinding and synthesis are all high, and it is not wise in itself. The result of the negotiation is more reliable. People who win the hearts of the people have the world.
Awesome opponents, new channel expansion requires professional players LED lighting to have a fear of the opponent before the selection of new channels, fully predict the mentality. It must be sent to the heart. Don't see that only others are small households, others don't have money, and so on. There is a specialization in the industry, and since others can have a small channel, there must be something extraordinary. The expansion of the channel in the adjacent area in Case 2 above is blind self-confidence, contempt for the opponent, and insufficient research on the market and the opponent. Because it is a big business, it is defying everything, and it has suffered a lot.
Some LED lighting can't wait for their products to monopolize all channels, and they are full of domineering. They don't know that everyone has their own strengths and shortcomings. You accumulate your channel resources. The channel you want to seize is also the opponent's strength, not If you take it, you will get it. If you want to use it for loyalty and test the water, you should not do it. Most of you will fail, because with your amateur and professional spelling results, there is almost no suspense. If you want to do it, you should pay attention to it, investigate the status quo of the industry, and see if it suits you.
Catering to the strategic layout, the team's ability must have sufficient support. If it is a strategic layout, in order to achieve the listing, the company will reach the extension of the follow-up channel of new products. It has long been strategically planned and accumulated for a long time, and everything is only owed to the east. There are enough market research and operational programs. It’s good to plan for a new channel! Forewarned is forearmed, without prejudging the waste. Half of the success.
Regarding the team, the elite troops that need to match the professionalism of the new channel have strong pioneering power. It is not unreasonable to expand the new channels.
Shooting the head, the soft impulse of the ear, and the underestimation of the new channel. In the case of Zhang, Zhang Zong basically relied on his own financial atmosphere to absorb the incitement of others, and there was no professional team reserve to enter this new channel. It was just a trick to play the new game rules that he was not familiar with. It is. Some big businessmen will overestimate their abilities in the process of trying to succeed, and judgment will go wrong. To cater to the strategic layout, team skills must be adequately supported. Be careful when you want to play.
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To ensure the health of the capital chain, the main industry is not restricted to the big business to invest in new channels, we must fully measure the overall cycle investment of the new channel, mainly channel construction costs, personnel, turnover rate, return on investment, etc., if the new channel investment Larger, it is possible that the funds used may affect the operation of the original main channel, and it is not recommended to expand the channel. If the capital ratio is large, the cash flow is small, and it can be operated. You can't do business that sesame has lost watermelon. Money is the lifeblood! In the case of Zhang, the total investment in the case is not detailed, and many hidden costs are not accurately measured, resulting in inadvertent investment, a large amount of funds are trapped in new channel construction, resulting in poor management, and also hampering the old mature channels. The operation is not worth the effort! Precarious!
It's very easy to get what you want. It's very likely that when you try to detect a new project or a new channel, you should fully examine the suitability of its products for the channel, especially the brand new products. Why is it good to sell the brand? Just got it? Why did the manufacturer’s sales staff preach the brand that is so good? It is not excluded that some bosses have a product that is always fortunate to be able to meet their favorite brand. However, in order to ensure the stability of the project, the status quo of the cooperation, the status quo of the enterprise, the basis of the previous market, and the reasons for the failure are to be investigated in detail, especially for projects with large capital and manpower.
It's probably a trap to get what you want easily. The LED lighting boss in Case 2 is obviously trying to make a bang. If he succeeds in a market, he wants to quickly win the distribution rights of another region, trying to replicate the successful model, but the successful model is also suitable for the soil and water. There are also many situations.
The expansion of the big business channel also needs to be a little bit, once the heavens and the land are harmonious, then let go!
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