If you want to ask the lighting lighting dealers how high the market confidence index in 2009, the answer is less than 50%. This is the result of a survey of some of the channel operators in Guangzhou.
While paying attention to the survival status of upstream manufacturing companies during the cold winter season, we have not ignored the concerns of downstream distributors. In China, the number of individual merchants selling lamps is more than 10 times that of the total number of enterprises that make lamps. Most of them have small funds and weak profitability. They rely on two or three brands to obtain income, and some even rely on selling. Miscellaneous brand lighting products to support the family, if you can earn a hundred thousand in a year is quite satisfactory. However, when the consumer market caused by the financial crisis was weak, they were the first group of people who felt the chill, and they were the ones who were the first to be affected. Especially for a small number of small and medium-sized retailers, retail sales after September this year have dropped by 60% compared with the same period of last year.
At this point, they are more lonely than the upstream manufacturers. If the manufacturer can get financing loans from local governments and finance and financial departments at this time, or can get foreign investment, or can get support through resource integration or asset conversion, what can channel dealers do? There is no choice but to have no choice but to expect that the market will pick up.
At this point, who will give the dealer confidence? Who can solve the financial problems for them? Who can save them?
The first thing that the dealer thinks may be that the cooperative enterprise is supported by the funds or credit line of the upstream enterprise; the second is to extend the delivery period of the goods, obtain the support for the supply of inventory goods, reduce the purchase price and increase the profit margin of the product. At the end of last year, Huizhou NVC Lighting promised to provide its channel operators with a market credit line of 200 million yuan in 2008, which is a practical action to save dealers. The target of 200 million yuan credits covers 36 operating centers nationwide and more than 2,200. Home brand stores and more than 1,500 dealers, including cash and goods.
However, not all companies can be as good as NVC, after all, the strength of most companies is limited, and the bank credit line is limited. What's more, the risk and pressure of a single company's strength to withstand the comprehensive credit of hundreds or even thousands of distribution networks across the country is enormous.
So, is there any other better way? Yes. That is to rely on the lighting market management office where the lighting dealer is located. The Lighting Market Management Office can set up an asset management company in conjunction with merchants with better credit in the market. The dealers use fixed assets as collateral and act as a shareholder. Then invite the local government and banks to come and register a credit evaluation and guarantee company to conduct credit evaluation and guarantee for asset management companies and shareholders. After obtaining the huge amount of financing from the bank, the corresponding loans will be given to each dealer in the proportion of the shares in the asset management company.
This kind of approach can not only gather the strength of each individual merchant, but also obtain the high financing of the bank, and after the government participates, the bank will be more assured of issuing loans. The lighting dealers use assets as collateral, supervise each other, and obtain capital guarantees on the basis of abide by credit.
No matter how bad the market environment will be in 2009, lighting companies must stand proudly in the cold wind, and the lighting dealers group should not be frozen. Therefore, it is also very important to help lighting dealers to survive the storm. I hope this financing plan will give some inspiration and help to the dealers in the winter.
Related news: The new year has arrived, where is the lighting dealer?
In 2008, China's real estate industry faced enormous challenges and house prices generally fell. With the slowdown in real estate development and construction, lighting fixtures have also been affected. Faced with the tedious mess of current lighting brands, the price war between products, the lack of market management, dealers, which are important links in the circulation of lighting products, have also encountered the test of market downturn.
The new year has arrived, where is the lighting dealer?
Investigation of the status quo: the front door is cold and cold
At the end of 2008, the magazine once conducted a survey on the dealers' operating conditions. Dealers generally believe that the current operating difficulties are too many markets, too few customers, not fewer people to buy lights, in fact, these The demand for annual lamps is increasing, mainly because there are too many lights sold, resulting in relatively fewer customers. If you are a dealer in engineering, you can go out and fight for some customers, improve your business, and do it at home. Therefore, many dealers are trying to maintain, and even think that as long as they do not lose money, they are already satisfied.
In the past few years, manufacturers involved in the lighting industry have earned a lot of money. Nowadays, the world is different. The financial turmoil caused by the subprime mortgage crisis in the United States has intensified and spread rapidly to the whole world. In the cold winter season, some lighting companies have experienced layoffs, production suspensions, early holidays or even closed down. Recently, the author visited several lighting cities in Guangzhou, and deeply felt the scene of the cold car in front of the door.
At the weekend, the phenomenon of surging people has disappeared. The large lighting city is particularly deserted. Many staff members in the store are reading newspapers and chatting, very leisurely. Many storefront doors are marked with discounts, and some even as low as three fold. It can be seen that merchants expect to stimulate sales through promotion.
According to the interview, the average consumer's desire to purchase non-essential lighting has been greatly reduced. The number of customers who come to the city to see the lights has also been greatly reduced. The number of people who pay the bills is even rarer. According to some retail dealers, sales in December decreased by nearly 50% compared with the same period last year.
Polarization: high-end, public goods market
Despite the deserted sales situation, some powerful dealers are still optimistic about the future. Zheng Hanjin, deputy general manager of Guangzhou Keheda Lighting, said that although the current market sales have dropped by about 50% compared with the peak season in previous years, they are very confident in the market. Osgner's new 8987 silver series crystal lamp products have received high attention from the market and are very popular among consumers and designers. Two new design products are still available every three days.
An optimistic business pointed out that the impact of high-end products is not very large. Especially in the past two years, domestic popular lamps such as European lamps, high-grade crystal lamps, and some distinctive lamps. As the top layer in the lighting industry, high-end lighting is the best in lighting, whether it is product style, production process or product quality. The same price is also the most expensive of all kinds of lighting. In the usual visit, the author learned that the price of a high-end lighting varies from a few thousand to tens of thousands, even hundreds of thousands or millions. In recent years, there have been many garden houses and high-end communities in various places. Many people have personalized decoration for their living rooms. They are willing to spend tens of thousands of yuan to purchase high-end lighting, and high-end lighting stores have increased accordingly.
In addition, dealers specializing in engineering are exploring new opportunities brought about by major projects such as the Guangzhou Asian Games and the Shanghai World Expo. Li Jinsong, head of Panasonic's lighting agent in Guangzhou Caiyu, said that they have always focused on the construction of public housing channels. The impact is not as big as the home improvement market, and now the Panasonic product line is more comprehensive, and there are many types of products available for purchase.
Future way out: dealers also turn to invisible channels
Last year, due to the turmoil in the stock market, the downturn in the property market, rising prices, snowstorms, earthquakes, floods, and the Olympics, the lighting market was not optimistic. In 2009, when the economic outlook is uncertain, dealers will be more cautious about brand selection, and enterprise investment will be more difficult. Especially for those enterprises whose survival problems have not been solved, it is difficult to win the favor of dealers. know.
Faced with the downturn in the home improvement market, many dealers have opened up new positions for designers last year. The person in charge of Beijing Xingchen Lighting said that in the most difficult time of operation, dealers need to maintain close contact with engineering companies and designers. The person in charge of Beijing Crystal Palace Lighting believes that in this difficult market environment, as much as possible to contact with the designer.
It is reported that design is the starting point of engineering projects. Designers are not only the referees of architectural decoration materials, but also the only special professional groups that can be connected with Party A, Party B and materials. According to the survey, more than 59% of designers can only say 1 to 3 lighting brands. For most dealers, in the designer channel, everyone is almost at the same starting line, only to see who seized this opportunity in 2009.
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