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In the lighting and lighting industry, the marketing model has always been highly valued by enterprises. However, the development of many years has also made the marketing model increasingly homogenized. For enterprises, it is crucial to explore a differentiated marketing model.
It is in this context that joint marketing in the field of large homes has begun to attract the attention of lighting and lighting companies, and some companies have also embarked on the road of trial. However, every time there is a new trend in the industry, there will be a phenomenon in which companies are swarming. But not all companies are suitable for this marketing approach. Throughout the lighting and lighting industry, although joint marketing is no stranger to the industry, there are only a handful of companies that really do joint marketing. Most companies only stay at the conceptual level and have not practiced effectively.
How can we better carry out joint marketing better? What are the conditions for companies that follow this route? What are the challenges? How can the law be followed? To this end, the reporter visited a number of lighting and lighting companies in the industry, hoping to find the essence of the joint marketing of lighting and lighting companies in the era of big home.
Extend the product line to integrate the American marketing expert Eliot to the big home. Aidenberg has long predicted that joint marketing will be a major trend in the post-economic era. If the lighting and lighting industry can learn from the classic cases of joint marketing in other industries, I believe that the marketing model of the lighting and lighting industry can produce positive and innovative meaning. In 2009, NVC Lighting, Nature Floor, etc. jointly announced the establishment of the Champion Alliance to test the joint marketing of the water-based home sector. At this point, joint marketing has begun to rise in the home sector. The Champions League has also become the standard for major home furnishing companies.
The strong alliance between enterprises and enterprises, in addition to the purpose of sharing the same channel, the cooperation between different types of enterprises to form a bundle of sales, is conducive to achieving a win-win situation. Hu Qianren, chairman of St. Gallen, said: Big home is the integration of resources, in order to fully increase the profit opportunities and channels of enterprises.
According to Hu Mianren, in 2007, St. Gabriel began to invest heavily in furniture companies, formed strategic alliances with brand furniture companies, represented the world-renowned jewelry brand Austin China, and then redesigned the image of the store, the first time to furniture, jewelry Combining style with lighting, it creates a multi-sales platform that integrates lighting, furniture and accessories sales.
Hu Mianren called the attempt an integration. The success of St. Gallen is both the success of innovation and the success of integration. On the one hand, integration is an inevitable trend of industrial development; on the other hand, it is also an objective reflection of the overall demand for home decoration.
St. Gallen seizes the market opportunities brought about by the trend of industrial agglomeration and also caters to the needs of consumers. Up to now, St. Gallen has integrated a number of soft-packed product lines such as lighting, furniture, accessories, lamp fans, curtains and hardware accessories, and built a one-stop European and American home decoration style overall solution service platform.
Not only is Sanjiali, the leading brand in the field of European lamps, doing so, but also the leading brand of Chinese lamps, Hailing. Since its inception, Hailing has followed the road of lighting, furniture and accessories, and has successfully built a home-centered model, dedicated to the dissemination of Chinese-style brand home decoration culture. This is a marketing tool, furniture and accessories, just as an accessory product, the share of the entire sales is very small. Hailing Marketing Director Zhang Xiaohong said, but through this marketing method can effectively shape the image of the store, but also to satisfy consumers' one-stop enjoyment of Chinese home culture.
Ke Yufan, the marketing manager of the family, said that the home appliances are also constantly exploring on the road of joint marketing. In the sales channels of home appliances, the home and Yadian brands often participate in some local group buying meetings and bargaining meetings. The joint marketing of lamps, kitchens and other products will enhance the locality of the home and elegance brands.
Hu Mianren said that although many companies are now imitating this model, they must be developed according to the strength of the enterprise, and the products are not simply piled up. It is necessary to integrate the lighting products with other products to create a sense of experience in the overall home.
Tailored strategic cooperation tailor-made services At present, some lighting and lighting companies have been expanding in many dimensions, such as cross-border production of products, product chain extension, but not every enterprise has the strength or the need to do it yourself. With the development trend of the big home, some lighting and lighting companies have found that the group is heating up business opportunities and began to explore the market through joint marketing.
As early as many companies believe that the market model is difficult to break through, Jinhan Lighting has keenly realized that the big home era has spawned opportunities for cooperation among various industries in the pan-home sector, and successfully achieved alliance marketing in the field of pan-home. Strengthen cooperation with the pan-home industry and carry out cross-border integration, becoming the main strategy of Jinhan Lighting.
According to Ding Xiaochun, chairman of Jinhan Lighting, in 2010, Jinhan Lighting and Dongpeng Ceramics reached a cooperation agreement and officially participated in the project of Dongpeng Ceramics Qiancheng Qiandian. Jinhan Lighting has targeted the furniture, ceramics, home textiles and other specialty stores with high lighting backgrounds to provide them with systematic and professional lighting services.
With its unique visual and market operation methods, Jinhan Lighting has been favored by domestic large-scale home stores. In the domestic market, Jinhan Lighting also actively participates in various home furnishing exhibitions to seek more cooperation opportunities. The diversified channel operation of Jinhan Lighting has greatly increased its market share and established its leading position in the industry.
Not only do companies use the concept of big homes to find opportunities to break through the bottlenecks of supply and demand in the market. As an engineering company that only sells technology and design concepts, it is also eager to try, and hopes to integrate upstream and downstream products under the impetus of the industry.
Doing a good job in the channel alliance to expand the market is not only in the upstream enterprises, but also in the terminal market, joint marketing has become an important channel for dealers to take the initiative. In particular, some home brand giant dealers have joined forces with different industry brands to take the initiative to go out and monopolize consumer resources.
The upstream manufacturers will also guide the dealers to carry out some joint promotion activities on the channel. Haohao Lighting has joined forces with other building materials brands in the terminal market this year to launch a number of group buying activities. The brands that cooperate to carry out group purchase include European cabinets, nature flooring, Dongpeng ceramic tile, Luolai home textile, Aohua ceiling, Hongxing Floor, good wardrobe, Nobel tiles, etc. Not only is Haohao Lighting, we also see that many lighting and lighting companies have launched similar promotions throughout the country.
Joint marketing is now only in the state of promotion, and further cooperation is needed. Relevant people pointed out.
Participating in the pan-home exhibition to create a different atmosphere in the industry is very important for the lighting industry, which is also the product category of many lighting products, especially European, crystal and Chinese lamps, with its product decoration It has formed a close relationship with home furnishing and other industries.
Walking into the stores of many lighting and lighting companies, you can find that jewelry has occupied an important position. In order to shape the atmosphere, it also helps the consumer to experience the live experience when purchasing. Zhang Xiaohong said.
As a rookie brand in the field of European lamps, Obis, its resin accessories also play an important role. Hu Junjie, general manager of Obias, said that although the focus is now shifting to lighting products, it will not give up jewelry, because the joint marketing of jewelry and lighting plays an important role in the market development process.
On July 27th, Zhongshan Lighting Industry Association organized more than 70 people to visit the third Shenzhen International Home Furnishings Exhibition. Through organizing visits and inspections, more lighting and lighting companies will further understand the development trend of the home industry and industry changes, and absorb and learn from the home industry's innovative ideas, advanced management concepts and transformation models, in order to seek new ideas for the development of the lighting industry. District Decheng, secretary general of Zhongshan Lighting Industry Association, said. The development of vision, the pursuit of cooperation opportunities in the home industry and lighting industry is undoubtedly the joint marketing under the big home. At the exhibition site, the reporter saw that all the merchants are vigorously building the overall home scene display space, and many lighting lighting brands participated in the exhibition.
In addition to the jewelry exhibition, furniture exhibitions, building materials exhibitions and other pan-home industry exhibitions have become one of the many exhibitions that lighting companies are keen on.
In addition, the opening of direct sales stores in different industries is also one of the initiatives of many lighting and lighting companies seeking great home opportunities.
According to a survey conducted by the reporter, many lighting and lighting companies have begun to set up direct stores in Dongguan, Shunde, Shenzhen and other furniture and accessories industry bases to expand the local retail market. It is understood that Jinhan Lighting has established a number of direct stores in the Pearl River Delta region and built its dominant position in the Pearl River Delta region. Ding Xiaochun said that Jinhan Lighting will definitely consider the industrial cluster situation and resource advantages of the local market when selecting the region to establish a direct store, thus ensuring the local retail and wholesale capabilities, as well as the ability to generate radiation for the lighting industry.
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