NVC internal lighting enterprises take the opportunity to step up their channels
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The minutes are mainly aimed at the recent NVC lighting incident, and it is hoped that under this opportunity to recruit its own dealer resources and middle and high-level management personnel, especially sales channels.
In fact, examples like "digging the NVC corner" are not uncommon in the industry. As one of the three major traditional lighting companies, NVC Lighting, in addition to its inherent brand influence, its well-established channel system has become the "toon" in the eyes of other lighting brands. Last year’s sensational “NVC lighting comprehensively encircled the billion light event†was a good example.
“Channel is king†has always been recognized by the lighting industry. At a time when LED technology is relatively mature, strong marketing channel resources are the focus of lighting companies' efforts to achieve sales performance. At present, NVC Lighting has 36 provincial-level operation centers nationwide, more than 3,000 specialty stores, more than 5,000 effective outlets, more than 2,200 sales networks, and nearly 65% ​​of county-level cities.
The perfect channel system is also helpful for the market promotion of NVC lighting products and the promotion of brands. Before 2011, NVC Lighting had almost no LED products, and by the end of 2013, NVC Lighting's revenue from LEDs had reached 830 million yuan, accounting for 21.4% of all lighting business. The total marketing amount of 830 million is basically difficult for most lighting companies in China, especially LED lighting companies.
Perfect terminal channel resources have always been the core advantage of NVC lighting. At the 15th anniversary of NVC Lighting in January this year, Wu Changjiang made it clear to the media that the development process of 15 years is only a comma for NVC's development process. The future goal of NVC Lighting is to hope through capital acquisition and industry. The integration to incite Philips, Osram's cheese, and thus into the top three global lighting.
In response to this, the lighting industry reflects that Wu Changjiang has such confidence, mainly from the influence of the NVC lighting brand and the strength of the terminal channel.
In fact, as far as the LED products themselves are concerned, compared with NVC Lighting, LED lighting companies with orthodox LED technology backgrounds have certain advantages in terms of LED product quality and product cost performance.
Taking Qinshang Optoelectronics as an example, in June of this year, Qinshang Optoelectronics launched a series of spotlights for terminal channels. The products are recognized by the industry both in price and performance, but the advantage of lack of channel resources has always been its products. Resistance in the domestic market.
At the same time, LED lighting companies are constantly making efforts to traditional lighting channels. Last year, the development of the “sports†channel of Yiguang LED and the establishment of the brand of the main distribution channel of Qinshang Optoelectronics “Jesgner†are obvious examples.
"There are products without channels" is the heart disease of many LED lighting brands. Under the internal changes of NVC, the huge dealer system left by itself has given hope to LED lighting companies. Of course, NVC Lighting itself is also trying to avoid the vicious fermentation of the event and affect the stability of the channel.
After the incident of NVC, Wang Donglei’s first priority was to publish the “NVC Lighting All Dealer Book†for dealers and hold a press conference and dealer meeting.
Insiders analyzed that Wang Donglei's move was mainly to stabilize the mood of its dealers and to win the support of dealers.
Obviously, after the two leaders of NVC Lighting, Wu Changjiang and Wang Donglei, have been stalking for a week, the situation of NVC’s dealers’ “stirring†has become increasingly clear.
On August 14, Wang Donglei, the head of public relations, told the media that in addition to the joint statement of the previous 19 dealers, 11 provincial dealer representatives signed a separate agreement to support Wang Donglei and the new management. At this point, Wang Donglei has received support from 30 provincial distributors.
NVC Lighting has a total of 36 provincial-level distributors nationwide. These 30 provincial-level agents include the top 16 provincial-level operation centers in NVC lighting sales, while the top 16 provincial distributors sell together. The amount accounts for more than 80% of the total sales of NVC lighting.
From this point of view, from the "Declaration" signed by 19 dealers and Wang Donglei on August 12, Wang Donglei has been supported by the majority of NVC's existing distributors.
However, this incident has undoubtedly had a large negative impact on the original dealer channel of NVC, especially the infighting in succession, which has already caused some second- and third-line NVC dealers to lose confidence.
According to the feedback from the market participants of the 29 provinces and cities in the country, some of the NVC dealers are actively negotiating the dealership rights of other brands. 