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Consolidate the mutual trust relationship between manufacturers
Reporter: Liangdi has made good progress in market development in recent years. What is the basis of your company's cooperation with customers? How do you consolidate this partnership with your customers in the next step?
Zhang Xiaodong: Before I talk about this issue, I would like to talk about the relationship of vendor cooperation. First, there is no contradiction between any enterprise and the relationship with the dealer. Because it is commercial cooperation, there will be a difference in interests. This difference is inevitable from a commercial perspective. Second, the business cooperation relationship must be the exchange of resources, and the single acquisition will inevitably lead to the unequal use of resources by both parties. When Liang Di formulated the dealer policy in 2007, it was very clear that the policy formulation must be based on the dealer's position to consider effective risk control and mutual investment, in order to win customer understanding and support. The essence of cooperation is the sharing of interests and seeking a win-win situation. After the formation of the terminal, the market support of the company should be multi-faceted and multi-angle. The main purpose is to improve the profitability of customers and bring value to the brand. Only in this way can mutual trust and interaction be formed. The relationship can only be truly beneficial and win-win; the basis of cooperation is full trust. The source of trust must be controlled in two ways. On the one hand, it can actively approach the dealer's position, on the other hand, the enterprise has sufficient capacity. To create the value that is used by the dealers, the next step in consolidating the relationship between Liangdi and the dealers, we will unswervingly follow this line of thinking.
Start the national store of the store
Reporter: At present, Liang Di has proposed the “National Raiders†to launch a specialty store in the country. Why is this strategy proposed at this time? What are the steps of a specific strategy? how is the progress?
Zhang Xiaodong: Liang Di implemented the basic work of the store model in May. In June, he immediately launched the “National Raiders†for network development. Based on Liangdi’s basic capabilities and industry development trends, I personally feel that This period is mainly proposed to consider the following aspects: First, Liangdi has experienced five years of development and currently has a strong foundation in product manufacturing technology and manufacturing scale. This foundation has been able to meet the rapid development of Liangdi. Need; Secondly, the company's independent research and development capabilities have always been well-known in the industry, from the initial kitchen lights to the current bright new models of the headlights and phantom multi-function headlights, has been striving for innovation, there are products of Liangdi itself Style, which is very helpful to Liangdi District in other brands, and at the same time help to improve the profitability of the terminal; Third, the industry has rapidly shuffled, the brand's specialization is also getting higher and higher, while spending The rationality of the consumption of products is also increasing. The professionalization of the terminal image is inevitable for the requirements of the brand enterprises. Fourth, the product line of Liangdi has been able to meet At the request of the specialty store, there were ten product line support terminals, and the display was full. Fifth, Liangdi set up the marketing department at the beginning of the year, and quickly absorbed a group of outstanding talents from the industry to join. With a solid team foundation, I I feel that Liangdi has fully satisfied the basic and potential energy of the “National Raiders†of the specialty stores, both externally and internally. The current progress is very smooth. We have already had more than 300 stores in two months, and the goal of completing 500 in September is already inevitable.
Three years to build an excellent brand in the industry
Reporter: In the market, what is the next plan for Liangdi?
Zhang Xiaodong: It should be said that Liangdi is still in the stage of building industry channel brands. Then the channel brand should bear the brunt of the brand status in the terminal sales. The dealers must operate the brand. The brand must meet two conditions. The business risk is not big, and it does not lose money. Second, the product can be sold and can make money. After satisfying these two conditions, the company must provide effective means of sales support. In the second half of the year, the company will plan to carry out terminal stores and consumption. Various forms of market support, such as outdoor promotion, shopping guide training and incentives. At the same time, we will also use your newspaper to continue to do some advertising campaigns from August to the end of the year, and show the theme activities of the various stages and companies to everyone.
Reporter: What is the development goal of Liangdi Enterprise and Brand?
Zhang Xiaodong: Liangdi's corporate goal in the next three years is to be able to occupy a larger market share, to create an excellent brand of home lighting, with high brand recognition, reputation and loyalty in the industry.
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Interview with Liang Di Lighting Zhang Xiaodong: Liang Di Feiyue 2007
In 2007, Liangdi's market action was very large: the expansion of the production line to form 10 series of products, the implementation of the basic work of the store model in May, the "bright sword" in June, the start of the store "National Raiders", apparently through the store " The National Raiders, the bright spot of the United States is eye-catching.