The same is the light, the logistics effect is very different!
If you want to succeed, please do logistics; if you want to fail, please do logistics. Logistics is increasingly favored by enterprises in the lighting and lighting industry. It has also become a signature dish for many planning companies to carry out corporate brand operations. Whoever can make a better logistics system and channel design seems to be closer to success. The fact may make people have to believe the amazing role of the logistics model. From Shanghai Luyuan to Op, NVC, the ability to release the powerful market effect of logistics has quickly realized the tremendous transformation of the enterprise and the promotion of the brand. For example, Shanghai Luyuan has already had an annual sales of less than 80 million from three years ago, and has surprisingly increased to the current sales scale of more than 200 million yuan. It has become the first brand of national energy-saving lamps; Opp has successfully broken through the 1 billion mark. , showing the style of the new generation of light king. Chairman of Shanghai Luyuan Chen Feng said the most about the peers who came to Luyuan to learn from, "To be successful, to do a good job in logistics."
The leading role of big brand enterprises is like the advanced deeds of Lei Feng, which evokes millions of workers and peasants. The success of the logistics model of Luyuan, NVC and OUpu in the industry is a reality. Therefore, the route of logistics development has become numerous. The strategic choice of the enterprise. The logistics system brings the richness of circulation and supply to meet the needs of the market in a timely and rapid manner. As more and more successful enterprises are in the market, the market is called a good one. This logistics wind has also been drawn from the lighting industry to the lighting (flowers). ) Industry, many bosses or planners of course think that since the lighting can be successful in logistics, why not the lanterns? Logistics has become a "magic bullet" in the minds of lantern companies.
As a result, many lantern companies are eager to move this, and they have rolled up their trousers and entered the flood of logistics. However, the results were not as smooth and successful as they were imagined, and the testers ended up failing and ended up in vain. Here is a very sharp and realistic question. Can a lantern company do logistics, and why is it not as smooth as a lighting source? What is the secret of this?
Manufacturer: Ignore the characteristics of the lantern
The logistics company doing logistics is obviously miscalculating the effect of logistics. Most of the products have returned to the hands of the manufacturers after the dealer’s warehouse has turned around, or the first level of inventory is pressed down to the terminal to become a dead goods. The hard sweat of the dealer turned into a worthless inventory. Qingdao, Qingdao, a lantern dealer told reporters that he now has a product inventory of a manufacturer in 1998, it can be seen that stocks are not smart, which seriously damages the interests of the business.
Lantern manufacturers are keen on logistics, and have the following considerations: First, press the product inventory to the logistics company through the logistics center to reduce the inventory pressure of the manufacturer; second, strengthen the merchant's ability to respond to the market, and timely meet the lower-level agents, Distributors and consumers demand, shorten the cycle of product shipment, transportation, and sales; Third, obtain quality distributor resources through the attractive benefits and resource control rights that logistics providers can generate (the logistics of many manufacturers are the best in the region) Dealer). In fact, some excellent dealers are also happy to become the logistics dealers of the manufacturers, because they can get the resources and profits that the general dealers can't get. In the era when the choice is more important than the effort, the right one is right, everything is right; if everything According to the manufacturer's presupposition, then, the logistics mode is a panacea for the lanterns, but the market rules are not changed according to the manufacturer's intentions. The logistics mode is a roadblock in the field of lanterns.
Judging from the reflection of the first-line lantern dealers in the market, the following is the case.
First, the inventory is not well controlled, mainly because the new development speed of lighting is fast, the product style is many and the product elimination rate is very high. The merchants do not know the quantity and the proportion of various products when doing inventory. The stereotyped product is quite simple to master the inventory. If there is no excessive promotion task and sales pressure, it is generally easier to control;
Second, the lanterns do not rely on the volume, and the logistics is to serve the volume. In the sales direction, there is a contradiction between the product and the model;
Third, the lanterns can be selective, and the imitation speed is fast. The new products in stock are quickly replaced by some imitation products, which become products that must be processed and lose the value of new products;
Fourth, logistics needs large network support, but now many businesses avoid the logistics link, and directly to the ancient town to purchase goods, logistics companies are difficult to find good suitable merchants to do distributors, making logistics companies lose the advantages of resource integration.
It is precisely because of the above-mentioned reasons that the flower logistics business has been bleak and has suffered.
According to relevant marketing experts, doing logistics requires certain prerequisites, that is, what products are suitable for logistics, and what networks are suitable for logistics. Logistics requires a large sales volume of products, requires a long life cycle and design cycle, and requires a broad sub-distribution network. Why is it suitable for logistics, commercial lighting, energy-saving lamps, and household products? The reason is that their products do not have frequent updates on the styles, and the market sales are huge. The market often needs the immediate delivery ability of the merchants. If the merchants do not have sufficient inventory, it is difficult to obtain the favor of consumers in the most business time. Therefore, these The shaped products are suitable for logistics.
So why is the lantern not suitable for logistics? Experts believe that the lantern is based on the style, not relying on fast and efficient distribution to form the core competitiveness; at the same time, the product life cycle of the lantern is too short, in order to maintain high profits, the new product development speed is fast, but the new product development speed is faster, The logistics pressure of the logistics company will be greater, and eventually it will carry a heavy burden. In addition, the individualization of the lantern is too strong, leaving too much choice for the customer, the amount of a single product is not very large, In addition to the variety of styles, each product is put on stock to do logistics, most of the dealer's liquidity and profits will eventually be in the warehouse. When interviewed by reporters in Shanghai and Chengdu, reporters have discovered that many flower logistics companies treat many products in stock as garbage, and even sell the weight instead of selling the quantity. A dealer told reporters that all the hard-earned money was put in the warehouse, and the money did not earn a point. How dare to do logistics? From this, we can know that the product characteristics and consumption characteristics of the lanterns determine that they can not go through the mode of circulation, but can only take the style, quality, taste line, play the function of the jewelry, as a personalized art. The products go to shake the market.
Way out: direct supply is a suitable mode for the lantern channel
What kind of channel model is the most suitable choice for lanterns? Whether it is logistics or the total generation, in fact, the channel level is increased between manufacturers and distributors. The modern market needs a flat channel with less layers and responsiveness. Any model that increases the channel level of the manufacturer can no longer cope with the information. The impact of society on business models. Therefore, from this perspective, the channel of logistics and operation center is not suitable for market development.
Some people have proposed the direct marketing system of the factory, that is, through the manufacturers to direct supply to the stores across the country, forming a direct contact between the terminal and the manufacturer, the provincial agent links completely banned. If the distribution channel in the past is a long chain, then the direct supply model is a network, the manufacturers are like the earth, and the specialty stores are like satellites that orbit the earth.
So, what are the advantages of direct supply?
From the reporter's investigation of several actual marketing directors, the direct supply has the following advantages:
First, reduce the inventory pressure of dealers, dealers can purchase goods at any time according to the needs of the market, and there is no need to press the goods like a logistics company.
Second, for the manufacturer, it can avoid pressing the survival of the enterprise on several logistics companies, realize the comprehensive transfer of business risks, and mobilize the enthusiasm of all the dealers in the store. In the logistics and provincial mode, The fate of the manufacturers is mastered by them, and the provincial generation can do a good job, then the manufacturers can do a good job, the provincial generation can't do well, then the manufacturers must not do well or even hang on several logistics companies, the current few The failure of the lantern company to do logistics lies in pinning all market developments to several logistics companies. In the direct supply mode, power and resources are all decentralized to the terminal. Each dealer is a direct profit point of the manufacturer, and the east is not bright, so the vitality and potential of the product are fully released through the terminal stores.
Third, reduce the circulation of the manufacturer to the merchant, so that the profit of the channel of the merchant or the manufacturer is increased;
Fourth, the information feedback of the terminal market is accelerated, and the manufacturer can obtain the market consumption information from the terminal in the first time.
Fifth, the terminal can get more support, so that it can stimulate consumption through various promotional policies.
Editor: China Lighting Network Liu Li
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