The business era will end, and the waiting for the rabbit will be starved to death! If this argument is placed around 2002, there will be a lot of people in the heart of a big question mark. Today, the merchants have to accept this cruel ending. In March 2003, the newspaper once conducted a survey in the provincial capital cities. About 60% of the more than 5,000 merchants surveyed said that they went to the ancient town every month to buy one at a time; about 20% The merchant said that he would go to the ancient town site for purchase in 2-3 months; 10% said that he would go to the ancient town site for purchase once every one or two weeks; in addition, about 10% of the merchants said that they had never purchased lamps in Guzhen. ![]()
Recently, the reporters stationed in this newspaper conducted similar investigations again, and the number of merchants surveyed was also about 5,000. The survey results were extremely different from those in 2002. Only about 5% of the merchants said that they went to the ancient town once a month on average; about 80% of the merchants said that they went to the ancient town for an average of one quarter or more; 8% of the dealers said that they came to the ancient town three times a year, and they were basically invited by the factory. Participated in the dealer conference; another 2% said that they would not go directly to the ancient town to purchase lamps. Around 2002, the ancient towns and merchants gathered, many manufacturers did not leave their homes to earn the same overflow, the average occupancy rate of the ancient town hotel is as high as 70% or more; and in the last two years, in addition to the Guzhen Light Fair during the period can earn one In addition to the pen, the occupancy rate of the hotels in the ancient towns is less than 50%, and some hotels even have special offers every day. It is not difficult to see from the above data sets that the frequency of dealers going to ancient towns to purchase lamps in various parts of the country has been incomparable. The decline in the frequency of dealers going to the ancient town to purchase lamps does not mean that the ancient town lighting is no longer popular. According to the survey, after the “China Lighting Capital†was settled in the ancient town in 2002, the market share of Guzhen Lighting in the civilian lighting market all the way climbed all the way, even in the individual professional market, the market share was over 90%, and now it has basically stabilized around 75%. . Mr. Yifan believes that there are three main reasons for the dealers to come to the ancient town: First, the rise of the Guzhen Light Fair and the continuous improvement of the industry media distribution network, the industry information is more and more transparent, dealers only need to participate in the light fair or read "Guzhen Lighting" can be "strategic, winning thousands of miles"; Second, under the guidance of industry giants such as NVC, Op, Sanxiong, Aurora, etc., the lighting industry is undergoing a qualitative leap, dealers favor product design to focus on " In the transition of lighting design and “light environmentâ€, they no longer frequently go to the ancient town to purchase new products for the sake of new styles. Third, in recent years, the prices of raw materials have been rising, and the cost of human resources, procurement costs, and sales costs have been continuously improved. Competition has intensified and profit margins have been severely squeezed. In order to reduce procurement costs, merchants have begun to focus on forming strategic partnerships with manufacturers, or jointly creating operation centers, or exclusively acting on a certain brand. They usually call or send E-mails. The manufacturer can place an order. With the constant regulation and maturity of the lighting industry, the continuous improvement of the channels of brand enterprises, the continuous popularization of the Internet, and the continuous improvement of the transparency of market information, the truth that “the wine is not afraid of the alleys†is bound to be ancient, and the truth is deeply believed. If the business does not adjust the marketing techniques in time, it will face the fate of being eliminated by the market.
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