As a sales channel directly targeting the end-user mass consumer group, Shangchao Channel has always attached importance to the strength brand. Relying on the brand's popularity and combining its own channel resources, more and more dealers have begun to enter the supermarket. However, when it comes to how good the business channels are, the merchants are mixed and mixed.
Manufacturers need to pay more attention to the business channel. Wang Xiaojun, the general manager of Guangzhou Aichang Trading Co., Ltd., directly targets the mass consumers and enters thousands of ordinary families, so its market potential is huge. It is precisely this point of view of the Chinese supermarket channel, we choose to operate the lighting products. As of this year, we have been in the supermarket channel for 10 years. At present, our products have entered the RT-Mart supermarkets in Guangdong, Fujian, Guangxi, Yunnan and other provinces. There are more than 50 outlets, and more than 20 bee lotuses in Guangdong. Supermarkets also have products that we operate.
It is precisely because it is directly oriented to consumers, so the business super channel has the most direct effect on the manufacturers to shape and promote the LED brand. However, under normal circumstances, the sales volume of the Shangchao channel only accounts for a small part of the total sales volume of the entire manufacturer. Therefore, the manufacturers do not pay enough attention to the business channel, and they do not invest much in resource allocation and promotion. In my opinion, for the manufacturers to be branded, the Shangchao channel can not be ignored, and appropriate policy support should be given to encourage the morale of the supermarkets and the manufacturers to join hands and do a good job in the market.
Compared with the traditional lighting stores and hardware channels, the Shangchao channel model has three major advantages: 1. The sales volume is stable and the risk is small; 2. The shopping mall promotion, festival promotion and other activities are very beneficial to the brand building; 3. The Shangchao network is beneficial to the manufacturers. Keep abreast of market needs and adjust business strategies in a timely manner.
In my opinion, to do a good job in the supermarket channel, the most critical two points are: 1. The merchant must have a group of good sales guides, which can directly promote the sales increase; 2. The manufacturer should pay more attention to the business channel. Support for product inventory, price positioning, and after-sales service.
High-quality brands are easy to promote Zhang Qiuhua, general manager of Shanghai Haotihui Trading Co., Ltd. We started to select commercial super-channel lighting products in 2002. The reason why we choose the supermarket channel is because we can directly face the consumers and make the brand a household name. At the beginning, we operate traditional lighting products and enter the era of LED lighting. We are slowly promoting LED lighting products in major supermarkets.
In our channel network, the current sales of traditional energy-saving lamps are still good, and LED series products need further promotion and popularization. The Foshan lighting products we represent are not long in the time of entering the supermarket channel, but the achievements it has made are obvious to all. Consumers choose Foshan Lighting because of its product quality. From the time we operate Foshan Lighting to the present, the major commercial networks have not encountered quality problems. In my opinion, this record is amazing and taken for granted, because the products of Foshan Lighting are to make consumers feel at ease and use them with confidence.
Compared with the e-commerce channel, I think that the Shangchao channel has an advantage: less logistics damage. Because lighting products are mostly fragile products, the distribution of e-commerce has become a big problem, and the business super model does not have such troubles, directly put on, and choose.
In addition, in the after-sales service, I believe that enterprises can consider launching some targeted quality assurance policies, such as one-year package return, three-year warranty, etc., to give consumers a reassurance, which is more conducive to increasing the brand's reputation. At present, international brands such as Philips and Osram have already done so, and the results are very good.
Do a good job in the business channel, you need to find the positioning of the Ou Silang lighting products that the general manager of Henan Linfeng Lighting Appliance Co., Ltd. Zhang Jiangong, is currently selling in Zhengzhou Metro Mall and China Resources Vanguard. The main products are table lamps, energy-saving lamps and LED balls. bubble. Compared with the traditional lighting store channel and hardware channel, the shopping environment of Shangchao channel is relatively good, which is conducive to upgrading the brand grade and greatly promoting the brand promotion. In addition, the Shangchao channel has a specific consumer group, which adds a sales window to the lighting products, which is why many brands are keen to enter the supermarket channel.
At present, large-scale enterprises have divided the entire channel system. Whether it is lighting hardware channels, or e-commerce and commercial channels, each channel has specific products. The products of OSRAM Zhengzhou Shangchao Channel are sold in cooperation with the Group's procurement model. They are directly connected by the OSRAM headquarters. We are the retail channel distributor of OSRAM. The threshold of Shangchao Channel is relatively high, and it has certain requirements in terms of input, settlement and management. Due to the relatively high price of the products of the Shangchao channel, it is necessary to do a good job in the supermarket channel. The enterprise not only needs to have sufficient strength, but also needs a professional team to operate.
Shangchao channel is conducive to brand popularization Linyi Guanya Lighting General Manager Peng Yanzhen is a good way to enter the public consumer vision and enhance brand awareness. We are the general agent of Guanya in Shandong, as a high-end table lamp brand, except In addition to the development of lighting store channels, Shangchao channel is our inevitable choice. Guanya Lighting's Shangchao channel is doing very well, and the initial investment is relatively large, and the profit in the later period is relatively stable.
Table lamps and light sources are more suitable for sale in the supermarket channel, because the desk lamps and light sources are randomly purchased products, and most customers purchase such products. Although doing business is a high policy, a large investment, and a slow settlement, it is still good in terms of output and effect. Shangchao is conducive to the promotion of the brand and is easily accepted by the public. To do a good job in the supermarket channel, the key is to do product quality and after-sales service.
Product quality is the key Shenzhen Dengan Shenhao electrical shop store manager Deng Gang Shang Chao channel is also one of the product sales channels, since it is a sales channel, there is a chance of profit. The customer requirements of Shangchao are relatively higher, the grade is high, the reputation is good, and the price of the mall is also transparent. We represent Sanxiong. Aurora, the products are on sale in the B&Q supermarket. The investment in the supermarket channel is relatively large, and it requires a certain amount of inventory. In the delivery process, there are more procedures, and it is necessary to make an appointment in advance.
The difference between Shangchao channel and professional lighting lighting store and hardware channel is: First, the customer is affected by traditional habits, some customers still believe in the quality of the shopping mall products; Second, the price, the three also have obvious differences, Shangchao channel products The price is higher than the other two channels; Third, management, the management of the mall is still relatively strict, according to the management of the mall, different models, specifications and other products have different placement requirements.
I think that the market has a high policy, a lot of investment, and a slow settlement, but the effect is still good, because the products on the shelves are also fixed consumer groups, so the circulation is also faster. The key to doing a good job in the supermarket channel is that the product quality is good, the after-sales service should be followed up, and the response to the product market demand should be rapid.
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