After nearly three years of market operation, Benbang International Lighting has stepped onto a new level in terms of brand influence, channel quantity and quality, and company back-office management and product technology. Especially this year, after the introduction of professional marketing management team, the company strengthened its efforts in marketing promotion, network development and product combination. The new management mode and market operation mode enabled the state to make rapid efforts and completed the company in nine months. The sales task for the whole year, and the sales in 2007 is expected to exceed the 300 million mark. Benbang is about to become a real riser in the field of commercial lighting.
In view of the overall operation of the state this year, especially in the field of business photography, Mr. Liu introduced several major actions of the state in the middle of this year from the aspects of product integration, channel model reform, network deep development, and company back office management.
Product integration
The products of this state have always been praised by the market because of the high cost performance, especially the series of lamps, brackets, downlights, etc., which have absolute advantages in the industry, and thus the state has become the preferred brand of many large projects.
Liu Tengping, deputy general manager of the state, said that this year's action on product integration was mainly based on improvement. It mainly completed and strengthened several aspects: First, the product was slimmed down, and the company began to phase out some of the slow-moving products this year. After slimming, customers The inventory pressure is small, the utilization rate of the company's resources is higher, and everyone is happy. In the future, the company will establish a product elimination mechanism to regularly eliminate market marginalized products. Second, the Fengman product series. Since this year, the company has invested huge manpower. Material resources and capital have accelerated the development of new product lines. By September, the company has successively launched new series of metal halide lamps, second-generation ceiling lamps, second-generation electricians, Yuba, ventilation fans, and ultra-thin downlights.
Product integration fully mobilized the company's back-office manufacturing resources, and the full-fledged product line has enabled Benbang's specialty store business model to grow healthily.
Channel model change
Before this year, the state's channel model was mainly based on provincial general agents, and supplemented by individual regional logistics center models. These two models have a positive role in the initial stage of enterprise development, but as the brand continues to grow, the market The voice of intensive cultivation is getting higher and higher, and the extensive general agency system is obviously not suitable for the sustainable development of the enterprise. To this end, the company began to change the channel model in June this year, transforming the traditional general agent system into a small regional exclusive agency model.
Although there are many pains in the process of model change, and even a few original general agents are difficult to understand, it turns out that after several months of efforts, more than 90% of the country’s regions have successfully completed the transformation of the channel model, and after the change, the state The sales have not only been unaffected, but have shown a rapid rise. The confidence of agents in the secondary cities has increased, and the categories of products operated by customers have also been transformed from light source circulation to commercial engineering products.
According to Deputy General Manager Liu Tengping, the channel-style change is only a key step in the rise of the state. The company plans to connect the cooperation relationship between the manufacturers more closely through the operation of the exclusive agency model in a small area for a long time. Larger and more reasonable profit margins allow the state brand to occupy the market's highest point in the shortest possible time. As for the channel model after the exclusive agency system in a small area, in a few years or even a shorter time, the company will definitely adjust the channel model according to the development of the market, but no matter how it changes, the design of the model will definitely consider the long-term direction of the brand. Development and the common interests of manufacturers.
Network development
After the model change in June, the state began to invest heavily in organizing a tough battle for network development in early July: the beach-taking operation. In less than four months, the number of business people involved in beach rushing operations reached 650, and the action area covered 22 remaining.
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