LED lighting business success channel expansion welcomes the second spring


As far as LED lighting is concerned, it is generally the leader in the LED lighting group. The general sales are at least 10 million yuan, or even hundreds of millions. It is well-known in the local industry and even the province and the country. Full of halo.
This type of LED lighting distributes a variety of first-line brand products and even monopolizes one category. They have strong financial strength, and their channel control is also strong. They are like a fisherman in the channels they are familiar with. It is also a tyrant of limited resources.
Some LED lighting relies on these resource advantages, but also tired of the old category of the ubiquitous and boring operations, have tried new high-margin industry or trend industries. Some in order to play with some water, some are overwhelmed by the chaos, and some are the spoilers of the eight. New channels, new models, new rules of the game, but still try to test the water. Everything starts from a new beginning, otherwise it will lose money, labor and injury, and the expansion will be fiasco and the foundation will not be guaranteed. Of course, there are also many large companies that have matured their operations and advancement, successfully completed the expansion of channels, and ushered in the second spring of their careers. The key is that you are ready? If you are not ready, you have to stay a little longer!
Here is a brief review of other industries:
Case 1: A province has a large number of LED lighting for the distribution of maternity and children's products. The head of the company, Mr. Zhang, is well-known in prefecture-level cities, with an annual sales of more than 20 million. The channels for women and children stores are almost monopolized. The bigger the company is, the more famous it is, and the number of manufacturers visiting it is also a lot. Mr. Zhang is also a person of personality, dare to act. Last year, after banned a company director of sanitary napkins, he cooperated with the new sanitary napkins of the operators.
The new product is a brand new brand in the industry, but found a second-line celebrity endorsement. Because the company's regional manager encourages Zhang Zong: With your boss's ideas and enthusiasm and the strength of your excellent team, the maternal and child channels can operate so well, how can a small business super fear? What's more, our company supports you with a certain amount of super-cost. If you do it so much, you need the expansion of the channel, or it is difficult to have greater growth. Modern channels are trends, they are not caught now, and it is even harder in the future. Zhang always moved. After the previous trip to Beijing, I heard that many of my peers in the industry have tried new channels of water testing. After two rounds of negotiations, Mr. Zhang finally decided to invest 800,000 yuan in special funds to operate sanitary napkins. Next, Mr. Zhang first shipped 200,000 yuan in the first round. The wind and fire and the factory manager began to recruit new teams and other preparatory work.
Because it is a new channel, the old team Zhang did not use personnel. All new recruits. Zhang did not expect the new team's business personnel to recruit hard, the business super is even more difficult, he is not very professional and has to hire a special manager, the store negotiations, entry, recruitment, etc. Zhang is tired enough, after more than 3 The monthly toss, the new product has finally completed the entry of some channels, but the cost of the business has been invested more than 200,000, the business people come and go, toss for 3 months has not been smooth. After half a year, the product sales are very general. When Shangchao enters, don't want to come out again. Zhang always finds that this channel operation is quite expensive. At this time, another manufacturer is also doing business super channel, telling Zhang that he is doing a product without product portfolio, and the profit rate is low. Zhang Zong, who was trapped in it, once again beaten, and the result of Fang Xian’s hero was tightened. Finally, because all aspects were not perfect, and the customer relationship was not solid, the manager’s assistance was not in place, and the irresponsible goods were not in charge. The threat of the elimination of the end of Shangchao, Zhang Zongwu quit. At the same time, the original baby channel has lost sales due to less energy scruples. Until the loss, the funding crisis.
Case 2: The LED lighting of a famous brand of milk brand in a city in Zhejiang has already done a good job in a local prefecture-level market and earned a certain profit. I am very happy. For the triumph, it has more regional channels. Through the relationship, we won the distribution rights of a nearby prefecture-level city. I am convinced that this brand is not a problem as long as it can be sold. In the new prefecture-level city, it will invest 6 million yuan to re-establish a new team to enter the new area for channel expansion. Because the new team is not familiar enough with the local market conditions. As a result, many new stores in the early stage are sold at a loss. The good stores do not make money, and they need to invest. Townships, No. 1, No. 2 stores, milk stations and other channels with relatively low input costs are very profitable, but the channels are almost completely bought out by competing products. It is difficult to enter. The display and customer sentiment were suppressed by competing products, and the result was weak, and the processing of large date products became the main job. The market progress was difficult, and finally the last two years of tossing, no actual progress and hope, a loss of more than 2 million, hurriedly ended. Fortunately, the company's background is hundreds of millions of companies, it is still hurt. But it also paid a painful price. Losing the prestige of the industry, the reputation is greatly reduced.
The above cases are all negative cases, mainly because the LED lighting expansion channels are not ready yet!

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