Liu Zhuo, General Manager of Mulinsen General Lighting, Li Xianjun, Channel Director, Wang Chaohui, Electrical Product Director, Shao Gancan, Senior Manager, Wang Wei, Sales Management Manager, Yang Hao, Chairman of Linyi Shilin Lighting Co., Ltd., Liu Qi, General Manager of Mulinsen Operation Center, Zhang Xia, Deputy General Manager of Operation Center, Ceng Wei, General Manager of Jiangsu Mulinsen Lighting Co., Ltd. and nearly 100 core dealers from all over the province attended the meeting.
Mulinsen who strives for change.
It will definitely become bigger and stronger.
In his speech, Chairman Liu Mingxian mentioned that the factory was renamed as General Lighting by Mulinsen Technology in September, emphasizing that the division and management of plates by manufacturers are becoming more and more clear and professional. Next, our terminal will constantly change according to the changes of manufacturers. This year, due to various reasons, business is difficult to do, but as long as everyone has the heart and efforts, it will pass.
After doing it for so many years, I feel that Mulinsen is also the only brand in the LED era, relying on strong backing and the boss's attention to the brand. Many brands are retrogressive or stagnant, and the contrast is strong. He said that many customers in Jiangsu have their position in the local rivers and lakes because of Mulinsen. When we get the brand, we must do it well. The key is that every business must sell all its products, and the east is not bright and the west is bright. Educational lighting, magnetic lights and other products related to the times, everyone should follow up and not fall behind. As one of the best provinces in China, Jiangsu should make good use of Mulinsen brand, because Mulinsen is constantly changing and increasing its products. We firmly believe that Mulinsen will become bigger and stronger.
Take advantage of existing advantages
Set off the development of various categories.
Aiming at how to do general lighting well from the ideological level. Liu Zhuo, General Manager of Mulinsen General Lighting, made a wonderful sharing. He introduced that in the future, on the basis of large circulation, the development of three major categories (solar energy, light strips and switches) will be planned. Professionals of unified supply chain, Mulinsen platform and operation center jointly attack the market from three latitudes. The company has made great progress in product selection, mass production and quality assurance. In the future, we will subdivide and optimize 26 categories in the case of benchmarking, and make product advantages that meet the standards of listed companies and meet market expectations. This year, under the very difficult situation affected by the epidemic, we have also increased the investment in publicity and materials.
Liu Zhuo said that Mulinsen will strengthen the quantity and quality of outlets in the future, and give some special support to Jiangsu Operation Center in this respect. It is emphasized that we must play combination boxing and take advantage of our present advantages to set off the development of various categories. General lighting pays attention to quality benchmarking and price benchmarking. In August, a product committee was set up to check the products through collective strategy, so that the products can better meet the expectations of the public. Also set up a product research team to do some open research on market demand. At the same time, we also attach importance to the feedback of market information, and strive to achieve the unity of action on the premise of unified thinking. Achieve the unity of goals, strategies, actions and results.
The regression foundation is driven by demand.
Take root in the market, develop deeply and serve.
Li Xianjun, the general channel director of Mulinsen Lighting, focused on "returning to the foundation and taking root in the market" and expounded the marketing planning of Mulinsen Lighting distribution channel. Among them, it focuses on three aspects: the demand base based on diversification of customer groups, the product base based on diversification of consumer demand and the market base based on diversification of terminal construction. Emphasize different customers and provide different services.
To take root in the market, we need to change our ideas and adhere to service. Take brand, channel, terminal and image as the core to take root in the market. According to the types of hardware stores, lighting stores, professional engineering stores and commercial lighting stores and different volume markets, this paper explains how to carry out in-depth development and service to make customers form consumption dependence.
Unique product of ultimate aesthetics
Give users the best recognition.
Manager Shao Gancan expounded the company's product concept and design concept, emphasized the unique element design of products, and enhanced the image and value of products. Mulinsen's representative product, Sen Guang Zhi series, is guided by the concept series design of product elements, realizing the ultimate aesthetics of products. He also introduced in detail the core selling points, photoelectric parameters and product advantages of downlights, guide lamps, panel lamps, ceiling lamps, projection lamps, lamp strips, circulating headlights and other products.
The electrician team performed well.
Manufacturer links to open access
According to Director Wang Chaohui, the sales volume of Mulinsen Electrical Appliances from June 5438 to August this year increased by 3.8 times compared with the same period of last year, and the purchase volume of Shandong was 5.26 times that of the same period of last year. Comparing the data of the two periods, the sales volume has changed qualitatively. It can be seen that the potential of electrical products in the future is infinite. In order to meet the huge market demand, Mulinsen will introduce super cost-effective engineering channel switches, surface mount M7 new products and electrical accessories.
When talking about the development of the electrical appliance market, Wang Chaohui emphasized that companies, operators and core businesses must have a high degree of coordination and policy linkage. It also analyzes in detail how to use three-dimensional implantation methods (concept implantation, product implantation and method implantation) for marketing promotion. In the terminal network, Mulinsen Electrician's survival rule is: not to ask for more, but to improve, multi-category linkage. Do not seek to seize too many terminal resources, but seek to open up their own sales channels.
Seize the 100 billion blue ocean market
Single product detonated low price impact
Manager Shao Gancan also recommended the company's solar lighting products. He said that at present, we have only pushed open the door of solar energy, but it is still far from the real popularization. This is a real blue ocean market with a level of 100 billion, and there is no strong brand in the whole industry. The market is mixed and chaotic. There are many application scenarios of solar energy products in the future, but at present, it is more in the civilian market.
At the same time, he helped us clear our minds by analyzing the current situation of the industry and some misunderstandings of channel providers. Manager Shao believes that Mulinsen's solar products are generally high-end, but the price is extremely grounded. The marketing strategy of this single product is to detonate and impact at a low price in order to maximize sales.
After General Manager Wang Zhiyuan introduced the new product policy, faced with the exciting preferential ordering policy, dealers enthusiastically placed orders, and the meeting was a complete success.