Through market research, the reporter found that some lighting manufacturers, especially commercial lighting and engineering lighting enterprises, are desperately shipping to dealers through various means in order to realize their own interests and development. The result is not real "sales", but The product is stranded in the “dealer†segment of the marketing chain of the enterprise – the distributor – the consumer. Just as the house built by real estate developers has not really digested but stayed in the hands of real estate speculators to form a “real estate bubbleâ€, the marketing of the lighting industry also has a “bubbleâ€...
"There are millions of goods in my warehouse. The existing goods are not sold out. The manufacturers have pressed the goods and made more and more stocks." In a lighting city in Beijing, a brand dealer Wang Fang (a pseudonym) Angrily and helplessly told reporters, "I don't want to make this brand anymore, but I can't get away from it. I was stuck in the factory."
However, Wang Fang is not the biggest victim of the "lighting bubble". Although she has been locked up by the manufacturers, she has only become a "porter". The investment and profit are not reasonable proportions, and no big losses have been caused. In an interview, the reporter found that some manufacturers kicked off the dealers who did not complete the sales task, and ignored the inventory products. The remaining problems caused by the dealers were “self-defeatingâ€.
phenomenon
Substitute for a sales task
"There is a business clerk who comes to me to be their agent, and asks for a purchase of 500,000 yuan. I will not do it. When their advertising, service and other support can't keep up, the product can't be sold." Do, who will bear this loss? It must be our dealer." Dealer Huang Li (a pseudonym) said to the reporter cautiously.
Huang Li has decades of experience in doing business, so he can see through some of the "empty gloves and white wolves" of enterprises. However, due to various reasons, some dealers do not know enough about the manufacturers, or have less experience. They are often “fudged†by some lighting manufacturers for reasons such as unscientific judgments on the market. After they spent hundreds of thousands or even millions of funds to purchase the goods, they did not sell them at the end of the day, and the agency or distribution rights of the enterprise products were cancelled. Without the support of the manufacturers, they slowly processed the products themselves. With the guarantee, there are not a few people who suffer from such losses.
Zhang Yong, regional manager of Tuowei International Lighting North China, said in an interview that the dealers suffered from huge inventory pains, which occurred in some large-scale lighting companies. The products of the manufacturers are sold out, and the benefits are also obtained, but the products are stuck in the dealers and are not sold to the consumers, thus forming a "bubble" phenomenon in the lighting marketing.
"For dealers who can't complete the sales task of the company and have been removed from the distribution qualification, the pressure dealers from the inventory sales are self-sustaining in the lighting industry. Even some companies rely on frequent replacement of dealers and pressure on dealers. To achieve the sales and profits of the company." Guoye, the manager of Songye Lighting North China, said to the reporter that he analyzed the "bubble" of lighting marketing.
harm
Manufacturers lose both
For the damage caused by the above-mentioned marketing "bubble" phenomenon, our reporter interviewed relevant people in the industry. Respondents believe that after the formation of the marketing “bubbleâ€, the surface is seen to be directly damaged by the dealers. In fact, in the long run, the losses of the manufacturers will not be less than those of the merchants.
According to Li Tingyuan, sales manager of Zhejiang Ai Yao Lighting Beijing, frequent replacement of dealers is harmful to both manufacturers. The inventory of the merchants can't be digested, and the losses are obvious at the end of the sale. But for manufacturers, the cost of developing a dealer is not small, such as labor costs, sample loss and other support and costs.
Guo Jianjun believes that the dealer inventory is too large or the manufacturers frequently change dealers, which will have a major adverse impact on the brand awareness and reputation of the manufacturers; the development of dealers in the future will also have a negative effect, a manufacturer The message that often changes the merchant is actually spread very quickly in the circle of the industry. Who will dare to brand your brand in the future? At the same time, in order to minimize losses, dealers who have canceled the distribution rights will dump products to the market desperately, resulting in bad or even vicious competition among dealers, bringing market management and regulation to the manufacturers. A big impact has a very negative consequences for the sustainability of the manufacturer.
the reason
Information asymmetry
In some manufacturers, it is often obvious that the dealers press the inventory to realize their own interests and development. However, many dealers suffer from the pain of inventory and the pain of “abandoningâ€. But why are there still a lot of manufacturers still prevailing, and there are still dealers who suffer from this kind of pain?
There are several reasons for the opinions and opinions of comprehensive professionals.
First, the thoughts and outbreaks of lighting companies are eager to seek success.
This is the source of the marketing “bubbleâ€. Some lighting companies do not go through hard work, do not earnestly improve product technology, improve production capacity, but are keen to use some speculation to circle money, in order to strengthen the strength of enterprises. For example, some manufacturers simply do not have the power to expand the market on a large scale, but they make unrealistic promises to dealers such as advertising support, personnel support, and service support. After the dealers purchase the goods, these commitments have not been fulfilled. Let it be self-defeating.
Second, the dealers are limited by various conditions, unable to correctly judge the true strength and intention of the manufacturer, and have made a decision.
For example, some manufacturers either use propaganda, or through the lobbying of business personnel, to deceive dealers with false information. Some dealers make erroneous decisions because they don’t know enough about the company or impulsively.
Third, the fierce market competition is the objective reason for the phenomenon of marketing “bubbleâ€.
Looking at the current Beijing lighting market, there are many brands of lamps and lanterns. The sharp increase in the brand will inevitably increase the degree of competition in the market, and the demand for the market is limited. When the supply of products exceeds demand, the backlog of products and scrapping will inevitably occur. Of course, from the perspective of the laws of the market economy, such backlogs and scrapping often exist objectively.
Countermeasures
Dealers should rely on "self-rescue"
Relevant people believe that although there are subjective reasons for the "bubble" of lighting marketing, there are also objective reasons. We can't change the objective law, but we can use the law of the market and try to reduce the occurrence of this phenomenon by enhancing our understanding, so as to avoid more damage to dealers, manufacturers and the industry.
For manufacturers who have misunderstandings in the development of the market, it is better to strengthen learning and improve their understanding of the market in order to make corporate marketing and development policies in line with market rules, and avoid falling into the marketing "bubble" and not being able to extricate themselves.
For companies that intend to "empty gloves and white wolves" through speculation, the current market regulations are not restricted. Only dealers can identify the tactics of such manufacturers by improving their identification and resolution capabilities. From the current market situation, dealers must not be fooled, do not suffer unnecessary losses, only rely on themselves.
Of course, the regulation and management of the industry is also an important means to reduce the marketing bubble. Because the laws of market economy have their own limitations and defects, while regulating the continuous development of the economy, it is at the cost of product backlog and waste. This requires people to strengthen management and regulation of the lighting market, and to minimize losses. Reduce to a minimum.
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