"China Building Materials Network" from October 2010 to March 2011, in just 5 months, Collier International Lighting Port has also completed the transformation of the brand direct store, the direct store model has been lighting lighting The industry has injected new vitality. The exploration and experimentation of the innovation model is constantly refreshing. In fact, the direct mode is not new, but the emergence of direct sales base has attracted a lot of attention. China Light (Beijing) direct sales base jumped out of the traditional lighting store circle, leading the industry development with innovative direct mode. So what is its operating model? What kind of thinking will it bring to the industry? As we all know, the direct mode is that there is no middleman link, which brings the greatest benefits to consumers, so it can be more deeply rooted in the hearts of the people. Especially when the traditional sales model can not meet the needs of consumers, this direct marketing model of consumers has more room for development. Insiders said that the direct mode will become a highway for the development of lighting stores. In 2004, the first domestically-owned BDS factory chain model that introduced the BDS business model was introduced. The BDS factory direct mode unique to the US lamp multi-lighting decoration was mainly provided by the manufacturer directly to the store; in September 2010, the lighting port leader The layer has once again prepared for the rain, and the idea of ​​successfully transforming a brand store into a brand-owned store is mentioned on the agenda. The lighting store is doing the seven tactics of the brand-operated stores. Now the China Lights (Beijing) direct sales base reflects the integration of the regional brand building of the industrial cluster base and the direct marketing of the excellent brand enterprises. Li Jiebiao, president of Guzhen Town Youth Chamber of Commerce and chairman of Zhongshan Yinghuang Lighting Co., Ltd., is an active participant in this project. He said at the Beijing Merchants Association: The market positioning of the base is set by the lighting manufacturer or authorized dealers in China. Dengdu (Beijing) direct sales base set up XX brand direct store. It can be seen that the direct selling base model establishes a new type of manufacturer relationship, and its operation mode is: the lamp brand manufacturers directly supply and can be responsible for the sales of their own brand lighting retail terminals in the store, achieving absolute control over the terminal, and Manufacturers directly contact with consumers to grasp first-hand market demand dynamics and sales information. The following is an interpretation of the direct selling base from seven aspects: investment promotion, image, promotion, display, pricing, etc.: Merchants: Converging lights brand companies rely on the advantages of local industrial clusters, positioning the market with the concept of direct sales bases of manufacturers, expanding by cluster direct sales The brand influence of Guzhen Lighting has increased its market share, and it has set up a lighting upstream production enterprise based on ancient towns in Beijing. Cooperate with Guzhen Lighting Manufacturing Co., Ltd., and obtain the support of industry associations and chambers of commerce to maintain the brand image and promote the development of the industry through the business model of authorized businesses. Image: To create the integrity of the first stationed merchants must be authorized by the lighting manufacturer, and signed a declaration of integrity with the mall. The merchants who entered the company all appeared in the form of XX lighting brand Beijing direct store. Establish an image wall in a prominent position in the store, publicize the credits of the lighting manufacturers in the direct sales stores and the declaration of integrity of the merchants. The licensing can refer to the form of handprints. At the same time, in the image display, the positions of industry associations and chambers of commerce that are led by enterprises should be reflected.
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