The value and future trend of brick-and-mortar shops in domestic lighting and lighting industry

    Believe that the majority of lamp business friends will often be some of the big names proposed by some new names and feel anxious, what channels flat; What goes to the middleman; What C2M(customer to factory); What jack ma and wang jianlin (blog) online and offline battle to bet 100 million... With the advent of the mobile Internet, information like this and that is available every day, making it more difficult to find answers for those who are confused in the change of the big market environment. So today we're going to talk about marketing scams in the channel from a retail perspective.
    I believe most people have seen an advertisement for a used car which says "no middleman makes the difference, the seller sells more, and the buyer pays less".
    I believe that many people have been sold through amway.
    In recent years, e-commerce has risen. Such platforms as taobao, Tmall, jingdong and other lighting and lighting industries are also calling for "de-intermediation and direct selling by manufacturers", so that consumers can gain substantial benefits and manufacturers can gain more profits.
    Even the street stalls are Shouting "bastard boss yellow crane eat, drink and whore gambling, with his sister-in-law ran. How much is the original price, now all pass 10 pieces, all pass 10 pieces, absolute factory direct sale"
    They set "dealers" on the opposite side of people, taking advantage of people's cognition to recognize the production cost of only one commodity, but not other costs such as the circulation of commodities. The implicit premise is that the dealer is a "vampire" who only makes profits and doesn't provide value. Take them away, and the buyer and the seller meet directly.

    We first popularize the basic knowledge about dealers. Kotler master's "marketing management" to see the economic effect of distributors in channel management

    The diagram shows that the use of dealers is the main source of economic benefits. It's not counterintuitive, but it's common sense.
    Part A shows three producers, each of whom USES direct sales to reach three customers, and the system requires nine transaction contacts.
    Part B shows that three producers are connected to three customers through one dealer, and the system only requires six transaction contacts.
    In a complex market environment, the number of transactions is reduced, not increased, due to the presence of dealers. Transaction costs are lower, not higher. The amount of work that must be done has been reduced because of the presence of dealers. And the more customers, the more producers, the greater the value of the middlemen.
    We go back to look at the case above, the thief cries to catch the thief, they themselves just be the middleman, more direct point oneself be a big dealer, but their beautiful name is "platform businessman", the price difference that makes is not called price difference is called "commission", they just do not bother to earn the price difference on the surface. In previous years, large retailers like carrefour increased their sales volume, such as entry fees, bar code fees, display fees, such fees, technical service fees, security deposits, advertising and promotion fees on e-commerce platforms, and such fees increased year by year, which earned a lot of money, stable and glossy, but also drought and flood protection. The so-called is direct sale, so long as the person that understands direct sale mechanism truly knows why the product of direct sale is so dead expensive dead expensive. The so-called huang he boss took sister-in-law to run that is less worthy of discussion, shout this person is the dealer. Therefore the so-called manufacturer direct sale is a false proposition.
    The status and value of the dealer has not been recognized by the market by using people's intuitive cognition and by all kinds of tricks to change the concept. As we all know, the current cost of all the hot new models mentioned above is also increasing year by year after the rapid growth of dividend period. It is not true that sellers make more money and buyers spend less. E-commerce merchants should have more experience. Offline is still the main force in the whole Chinese retail industry, and offline has irreplaceable advantages. Internet giants, who have been singing the praises of the offline world, are talking about new retail and expanding their offline channels. So the bonus period for our small, medium and micro distributors in the lighting industry is coming again? However, it is of no use, because the real impact on dealers' business is not entirely caused by these platform operators, but by the huge changes in people's consumption view and consumption behavior brought by the imbalance of supply and demand, intensified competition, social development and Internet. As a result, people began to pursue shopping experience, affordable goods, considerate services beyond expectations.. The bottom line is how to make customers lazier and feel better.
    In the future lighting lighting industry can really occupy their own place of business must be:
    Be able to make good shopping scene experience by using the core advantage of being able to directly perceive commodities offline;
    Able to provide high-quality, cost-effective goods;
    Be able to operate in good faith and earn reasonable profits;
    I can learn from the pre-sales, in-sales and after-sales services of e-commerce platforms that exceed expectations and touch people's hearts (as a senior online shopping website, I feel that the current e-business service is truly better than offline and more god).
    Be able to use Internet technology to improve efficiency and reduce cost;
    Capable of building personal IP on mobile Internet and acquiring and maintaining customers;
    Able to provide complete service solutions such as delivery, installation, maintenance and replacement with offline core advantages.