And in close combat battlefield combat, as shied away from looking for a new way, profit model innovation become current dealer business transformation of an important topic. What is the profit pattern innovation? In short a little story: in the middle of the 19th century, in the United States California discovery of gold. Many people flock to this gold, which includes a 17 year old small farmers amor. However, a few months later, Amor and most of the gold, like nothing, nothing. Be hungry tortured to death, he suddenly realized and here blindly gold digging as well as water, we say we will do, when most of the gold seekers or empty handed, amor has in a short time by selling water earn the $6000, which at that time is considerable. According to building materials network to understand, the retail stores throughout today's lighting market battle, quite a bit of America in the 19th century the California Gold Rush, dealers is continue to adhere to the "gold" on the road is actively looking for opportunities to sell water, the answer is self-evident. Then how to carry on the innovation of profit pattern, from where we start?? according to the successful experience of many building materials industry dealers, tries to make analysis and interpretation from the four ways of innovation, thus to initiate a hundred schools of thought contend the effect.
Profit mode of innovation, customer segmentation
Lighting products sold to anyone, we will have a lot of customers in the target customers positioning in the new decoration of the owners, this position is relatively narrow, in my opinion, our customers can at least be divided into three categories of customer base.
(1) home users: in recent years, we have focused our eyes on the new decoration property owners, the industry's people call these customers serious users, because they are the main purchase of lighting and consumer groups. Many of our promotional activities are carried out for these people, whether residential or advertising, the core purpose is to attract this part of the people into our store. And a small part of the customer, we put they called light users, because they are a replacement product for the customer, can not form a large single sales, of course, did not become the focus of our attention. If you simply define the customer simply as these two types of people, then your sales approach is a more traditional way of retailing, because your sales target is based on the use of family oriented end users.
(2) project users: the object of the sale of lamps and lanterns lighting products in addition to the family, but also with a heavy user base - Engineering users. Hotel decoration, commercial shops decoration, restaurant chain decoration are required to buy paint, tiles, floor, lamps, and even bathroom, furniture and other supplies, but also a great demand for procurement, can bring huge business opportunities to dealers. User engineering for dealer sales growth contribution is very obvious, but usually the price will be very low, generally require manufacturers of special support or sales rebate support. To do the meaning of the user's business is not only the growth of sales, but also to quickly enhance the brand's influence in the local market, because building materials products is a cold attention products, through the use of engineering projects can expose the product brand, so that family users in the purchase before the product use experience.
(3) industrial users: I have a boss who is responsible for the customer, he has a lot of sales, and from 2005 to start every year is the two digit growth. In the building materials industry competition so brutal market environment, Pan Zongnian sales have been over 10 million, a two hundred square meter is not to create such a myth, and pan always discuss his client group, it was surprised to find that he has 60% of the product is sold to Jiaxing Zhejiang integrated ceiling customers. Pan told me that these integrated ceiling manufacturers in the beginning, there is no brand awareness and business size, so it does not have the conditions to get the product directly from the manufacturers to negotiate, then from the dealer to take delivery of goods is the best choice, and he is found in this business, a lot of integrated with the Jiaxing area a lot of small manufacturers to establish a cooperative relationship. With the concept of the overall home, some regional home brand began to emerge in large numbers, there is no opportunity to make their products in the form of B2B sales, the need for dealers to their side of the manufacturing enterprises and commercial enterprises to carry out in-depth excavation.
Profit mode two, sales model
(1) direct: store sales is the main way of the current lighting product sales, shopkeeper who wait finally cannot sit not to live, began recruiting increased efforts to promote the new developments. But promotion activities are just promotion activities, business is usually in the shop to talk about, can not be moved to the district where the sales site, if you are willing to do business in the district and even the home of the customer, then your sales approach has become a direct sales. Once, I went to Jiangsu Xuzhou trip, unexpectedly found a brand radiator in the property office product sample. Wall also put a piece of the * * District * * Brand radiator installation schedule ", sales of this model not only has the direct sale, and hidden channels are recommended. Solar energy is one of the areas I have seen in the district to do a more in-depth product, their business is really a fixed sales, of course, now cabinets and integrated environmental products have joined the team. For small business people to take the sales only direct sales is one way, but recently also have the furniture brand began to send the product catalog
