The red-headed documents of the Zhengzhou office of Op Lighting Co., Ltd., which is on the Internet, let the subtle relationship between manufacturers and merchants once again mention the eyes of the blind. At the critical moment of seeking to go public, the quality black list has not dissipated last year. It should have been in line with the business. Why does Op Lighting have issued administrative orders to dealers, and how should the stalemate between manufacturers and businesses be solved?
On April 15th, Ou Pu Lighting's Zhengzhou Office in Huaxi District issued a document stating that individual dealers ignored the Op brand and went to operate brands and products that conflicted with Op, lost the main push of Op, and lost the development of the Op brand. In the text, Opal Lighting directly refers to the brands of NVC, Wrigley, Yiguang, Fengguang Legend, Simon, Jiajia, etc., and may not operate the home lighting brands such as NVC, which conflict with Op, and may not operate without Opp. Brands with conflicting lighting such as Wrigley, Yiguang, Fengguang Legend, etc., are not allowed to operate switch socket brands such as Simon and Home that conflict with Opto Electric.
The manufacturer issued an exclusive ban on dealers. Zhang Yaoren, general manager of Guangzhou Yuezhi Lighting Appliance Co., Ltd. told reporters that Op Lighting is not the first and not the last company to do so.
In May 2013, the internal documents of NVC Lighting also banned the participation of distributors in the system to participate in the meeting of Yiguang and other LED brand organizations. It is strictly forbidden to display and sell Yiguang and other brand LED products! Once the company finds that the company will stop the shipment and cancel the distribution rights of all products of NVC, please inform the dealers in each region.
The industry analysts believe that NVC Lighting and Op Lighting have made such a ban, the real reasons are nothing more than: First, the original advantages of traditional lighting plants have now slowly become a burden; Second, the emerging LED The product's understanding and input, development and production can't keep up, so many new brands can be multiplied. Third, the marketing means is seriously lack of innovation, can only use such extremely helpless notice, in order to achieve the effect of time-for-space, while I also hope to get protection that belongs to my own interests.
Nowadays, the problems faced by traditional lighting manufacturers are here. Although they have brand advantages, they have limited understanding of new products, including LEDs. If they can not transplant their traditional lighting brands to LED lighting products, provide If the LED lighting products with better cost performance will face customers' unwillingness to buy and the dealers' loyalty is not high, senior analyst Wang Fei said that the ban is a manifestation of this dilemma.
Since the establishment of the Zhizhi Lighting, led by Zhang Waren, has been selling Sanxiong since its establishment in 1993. Aurora brand, the cooperation between the two sides has reached 21 years, and mutual trust is not one day, except for Sanxiong? Aurora brand, Yuezhi Lighting also began to represent Panasonic lighting in 2007. For such banned orders, Zhang Woren analysis said that the same type of brand products of the same grade, in general, the brand manufacturers will make written contract requirements for the agents, and agents may choose to agree in writing to agree on the interests of cooperation. compromise.
But what about the actual operation? Because each brand is unlikely to achieve full coverage of the product, such as the Opto strength is home lighting, NVC's strength is commercial lighting, Sanxiong? Aurora's strengths are circulation and engineering lighting, and agents face different types of customers, which will result in many different procurement appeals. These appeals are business for agents. There is no reason to force agents to give up such business and profit for so-called brand loyalty. Therefore, agents often pick up business or choose to register several company names to sign up. Different brands, in this way to evade the control of brand enterprises, Zhang Waren pointed out that the needle hit.
The reporter interviewed Ou Pu's agent in Wuhan. He bluntly said that in addition to the products of the Opt brand, he also represented other brands of products. The only difference is that the Op brand is the main product. In order to obtain greater profits, it is understandable to adopt a distribution method in which the East does not shine in the West.
Of course, brand manufacturers also have reasons to appeal: to train an agent must first invest in personnel, advertising, materials and decoration, gift posters, conference promotion and other cost projects; in addition, in order to give agents better and more support, manufacturers often The contracted agents will provide preferential prices, distribution, delay settlement, special application, rewards and other incentives; and the factory office will also occasionally give engineering project information, market distribution customers, terminal channel customers and other supplies to see their hard work. The hard-working agents have been doing their own brand agents one after another, but they are doing business with other brands. The manufacturers are not happy, but they can't find a better way to stop them. The last move is to write a letter.
The agent’s heart was of course not happy when the ban was issued. If you have enough attractiveness and selling points for your own branded products, why would I choose a new brand? Why can the new brand give support and you can't do it? Why are the new brand products and the price/performance ratio so high that you are slow to see the movement?
In Zhang’s view, from the perspective of business, the agent and the factory are only business partnerships. Why do you use such an administrative order in the form of a document, the agent is not your subordinate, and the manufacturer has no reason to give the agent Under the work instructions, business cooperation can be tacitly mobilized more often, and each other maintains rational interaction rather than mutual restraint.
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