Nosebleed effect
Text / reporter Sun Peng has a person standing in the middle of the road in the downtown area, head looking up at the sky, his move immediately attracted the passers-by to follow. After a while, there are more and more people looking up at the sky, so that the roads are getting harder. However, when everyone was deeply puzzled after seeing nothing special for a long time, the man lowered his head and said: "Oh, the nosebleed finally stopped..."
This is a widely circulated joke. Many people may have just laughed and laughed. They don’t think too much because this joke is far from the one butterfly that flaps its wings in the rainforest of the Amazon. It may be The "butterfly effect" caused by Texas in the United States caused a tornado, but it also tells us the truth, when we don't understand the difference between ourselves and others' needs, we only rely on curiosity and superficial judgment. And blindly following the trend, in the end may be just a farce. So let's call it the "nostalgia effect".
In the lighting industry, companies have long been accustomed to following the trend, and have never been interested in it, but this habit is more about products. In the past one or two years, the marketing of follow-up conferences seems to be getting more and more fierce. Large and medium-sized enterprises, different scales, specifications, and various dealer conferences have a feeling of marketing the main theme. Large enterprises are born with needs, and small enterprises blindly follow up. Whether the original dealer conference with strong efficacy is fashionable and civilian, in the face of whether the company realizes that this is a recurrence of the "noosebleed effect".
Recently, some people reported to reporters that many small and medium-sized enterprises in the ancient town that have just achieved some achievements have begun to prepare for dealer meetings under the infection of large enterprises. Conference marketing is not a million dollars, what kind of demand should the company target, what kind of dealer meeting, input and output is more important? With many questions, the reporter visited industry experts to see how they evaluate and use conference marketing.
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Because of the need to generate classics, there are many companies that are optimistic about dealer conferences, or whether it is his effectiveness. In recent years, dealer conferences that have brought extraordinary achievements to enterprises have become legendary classics in the industry.
In 2003, SARS was raging, and many companies were in trouble. Opu began to pilot the operation center in Shandong. The facts proved to be excellent, so it has been widely promoted. In September, in order to review the development of the European market in the past six months, and to start the general mobilization of the peak season market, Opup held a national excellent dealer conference in which 2,000 people participated in the earthquake in the ancient town. The improvement of the status of the Op brand, the solidification of the channel, and the clarity of the career development have far-reaching significance.
Also in 2003, the traditional lantern market was in a downturn. As the flagship enterprise of this category, Huayi Lighting encountered the worst performance in history. In the face of difficulties, Huayi took the initiative to reform, from traditional lantern products to modern minimalist styles. The lamp replaces the traditional merchant mode with a specialty store or a monopoly area. For this reason, the National Dealer Merchants Association held on August 18th allowed the Huayi Lighting Group to turn the tide and re-energize the daylight. This meeting was later called Huayi 818 revolution. In the same year, OSRAM's lighting application seminar was the first product promotion after SARS, which had a positive impact on the recovery of Guzhen lighting industry.
At the end of 2004, NVC Lighting held a small dealer meeting held at Tangquan Golf Resort Center, and carried out extensive and in-depth discussions on the implementation of the logistics system in some areas, which sounded the prelude to NVC's 2005 reform. Also impressing us, Huatai Lighting held the Home Lighting Winning Forum held in the Great Hall of the People in 2007 and the news conference of Huatai Lighting American Electrician listed on the market, which made the influence of Huatai brand reach an unprecedented height. In the same year, at the National Distributors Conference held in Guzhen, Fan Bingbing, a movie star, told the industry that Haohao had launched a brand upgrade plan with a youthful and beautiful image, thus opening the branding prelude to “home art lightingâ€. . And the rapid development of Aox Lighting in 2007, the national provincial logistics conference held in Xiling Snow Mountain, Chengdu, Sichuan, marks the solidification of the large channel of the Australian lighting, the business and the enterprise are integrated, and the future planning for the common interests . There are still many dealer conferences with similar classics. Their success has also made themselves the first person to look up, but we can't ignore the SMEs who blindly follow the trend and let themselves get into trouble.
Blindly follow the trend of the wind, according to a person who once worked as a brand manager in a medium-sized company, the product line of the company is not perfect, the production capacity and quality supervision system is still immature, blindly open dealer meetings, still do not understand What exactly do you need, so you will bring in investment, new product introduction, strategic planning, etc., and the result is that you have received millions of orders. The boss is smug about being able to attract millions of businesses for only $200,000-300, and the problem has arisen. The production line can't keep up, the employees are not used to work overtime every day, the quality of the products is declining, the dealers face the products, and they find that they can't meet the standards. The complaints, returns, and replacements often occur frequently. People’s orders have also become a bubble, and even the loyalty of the business has been greatly damaged, and the corporate image has been wiped out.
Another company, after trying the conference promotion, found that the effect was obvious, so the dealer conference was held frequently, and each time it was inclined to order sales promotion. Over time, the enterprise merchants usually no longer place orders, and they have to wait for the company to hold promotions. In awkward situations. I still remember that once I attended the dealer conference of a certain company, the reporter and the merchant returned with the car. Some merchants complained that the company was purely in order to catch up with the fashion and spend so much money. It is better to engage in product design and R&D. There is also a person in the industry who told reporters that a dealer has opened four dealer meetings a week, which is very exhausting. At the same time, this merchant is also giving scores to these companies, which meetings have practical significance, which are to join in the fun and which need to be themselves. Go in person, which one will be representative.
Experts find out the real cause of such a case, and the list of companies that do not seem to be meeting is not branding. It seems that it is not fashionable to look up. Why do the same tools have different effects in different people's hands, and experts have their own opinions. Experts believe that conference marketing is originally a good thing, but because of different operating methods and timing, it is often prone to negative effects. When opening a dealer meeting, companies should pay attention to the following issues.
One is the purpose. There are many types of conference marketing. For example, if the company's products are sufficient, and the customer's circulation is insufficient, an order meeting can be held. If sales are normal and there is no effective management, some system policy communication meetings can be held. The performance improvement has obvious effects, and the individual confidence is insufficient, and the morale will be convened with the goal of reward and encouragement. Then there is a special meeting when the company has big events and major reforms, such as spokespersons. Through the conference to build a vendor platform, the relationship between honor and disgrace and the common feelings will be generated, and the closeness of communication will be strengthened.
The second is time. At what stage of the company's development, what type of meeting is needed, it is crucial, blind or inverted may lead the company to the dilemma. For example, the above-mentioned examples of insufficient shipments, the production capacity did not meet the requirements to open the order meeting, made a mistake of time, the company was in a dilemma.
Third, based on the company's products, scale, customer groups, channel outlets to a certain stage, need to communicate closely, simple single-line communication can not be satisfied, merchants need more understanding and participation in business development, the role of dealer meetings is very obvious. For example, when Kodak entered China early, the main reason was the order meeting. Later, the customer group began to be relatively fixed, and gradually turned to emotional communication. Later, the core customers highlighted, and the core customer seminars were held to discuss the enterprise development plan. Now, companies such as NVC and Opp have begun to move toward such a level.
The fourth is preparation. Preparation must be done to give the business a good impression. For example, the 2000 conference of the European Union, the number of work projects surrounding the conference alone reached more than 3,600. It is this meticulous preparation that makes the reception work of the conference quite excellent. According to the number of participants, it is expected that the list of participants and the actual attendees will only have two people's errors, which is amazing.
The dealer conference is a double-edged sword. The enterprise should be cautious in use. It can be quickly and accurately cut into the market. It has a focus on market expansion, which lays a foundation for the development of the enterprise. It is easy for the merchant to lose confidence and confusion. . I hope that before using the company, first understand your needs and not be affected by the nosebleed effect.
Editor in charge: Lu Zuhui layout design: Yang Xiaolian Art Director: Peng Anjun
This is a widely circulated joke. Many people may have just laughed and laughed. They don’t think too much because this joke is far from the one butterfly that flaps its wings in the rainforest of the Amazon. It may be The "butterfly effect" caused by Texas in the United States caused a tornado, but it also tells us the truth, when we don't understand the difference between ourselves and others' needs, we only rely on curiosity and superficial judgment. And blindly following the trend, in the end may be just a farce. So let's call it the "nostalgia effect".
In the lighting industry, companies have long been accustomed to following the trend, and have never been interested in it, but this habit is more about products. In the past one or two years, the marketing of follow-up conferences seems to be getting more and more fierce. Large and medium-sized enterprises, different scales, specifications, and various dealer conferences have a feeling of marketing the main theme. Large enterprises are born with needs, and small enterprises blindly follow up. Whether the original dealer conference with strong efficacy is fashionable and civilian, in the face of whether the company realizes that this is a recurrence of the "noosebleed effect".
Recently, some people reported to reporters that many small and medium-sized enterprises in the ancient town that have just achieved some achievements have begun to prepare for dealer meetings under the infection of large enterprises. Conference marketing is not a million dollars, what kind of demand should the company target, what kind of dealer meeting, input and output is more important? With many questions, the reporter visited industry experts to see how they evaluate and use conference marketing.
Because of the need to generate classics, there are many companies that are optimistic about dealer conferences, or whether it is his effectiveness. In recent years, dealer conferences that have brought extraordinary achievements to enterprises have become legendary classics in the industry.
In 2003, SARS was raging, and many companies were in trouble. Opu began to pilot the operation center in Shandong. The facts proved to be excellent, so it has been widely promoted. In September, in order to review the development of the European market in the past six months, and to start the general mobilization of the peak season market, Opup held a national excellent dealer conference in which 2,000 people participated in the earthquake in the ancient town. The improvement of the status of the Op brand, the solidification of the channel, and the clarity of the career development have far-reaching significance.
Also in 2003, the traditional lantern market was in a downturn. As the flagship enterprise of this category, Huayi Lighting encountered the worst performance in history. In the face of difficulties, Huayi took the initiative to reform, from traditional lantern products to modern minimalist styles. The lamp replaces the traditional merchant mode with a specialty store or a monopoly area. For this reason, the National Dealer Merchants Association held on August 18th allowed the Huayi Lighting Group to turn the tide and re-energize the daylight. This meeting was later called Huayi 818 revolution. In the same year, OSRAM's lighting application seminar was the first product promotion after SARS, which had a positive impact on the recovery of Guzhen lighting industry.
At the end of 2004, NVC Lighting held a small dealer meeting held at Tangquan Golf Resort Center, and carried out extensive and in-depth discussions on the implementation of the logistics system in some areas, which sounded the prelude to NVC's 2005 reform. Also impressing us, Huatai Lighting held the Home Lighting Winning Forum held in the Great Hall of the People in 2007 and the news conference of Huatai Lighting American Electrician listed on the market, which made the influence of Huatai brand reach an unprecedented height. In the same year, at the National Distributors Conference held in Guzhen, Fan Bingbing, a movie star, told the industry that Haohao had launched a brand upgrade plan with a youthful and beautiful image, thus opening the branding prelude to “home art lightingâ€. . And the rapid development of Aox Lighting in 2007, the national provincial logistics conference held in Xiling Snow Mountain, Chengdu, Sichuan, marks the solidification of the large channel of the Australian lighting, the business and the enterprise are integrated, and the future planning for the common interests . There are still many dealer conferences with similar classics. Their success has also made themselves the first person to look up, but we can't ignore the SMEs who blindly follow the trend and let themselves get into trouble.
Blindly follow the trend of the wind, according to a person who once worked as a brand manager in a medium-sized company, the product line of the company is not perfect, the production capacity and quality supervision system is still immature, blindly open dealer meetings, still do not understand What exactly do you need, so you will bring in investment, new product introduction, strategic planning, etc., and the result is that you have received millions of orders. The boss is smug about being able to attract millions of businesses for only $200,000-300, and the problem has arisen. The production line can't keep up, the employees are not used to work overtime every day, the quality of the products is declining, the dealers face the products, and they find that they can't meet the standards. The complaints, returns, and replacements often occur frequently. People’s orders have also become a bubble, and even the loyalty of the business has been greatly damaged, and the corporate image has been wiped out.
Another company, after trying the conference promotion, found that the effect was obvious, so the dealer conference was held frequently, and each time it was inclined to order sales promotion. Over time, the enterprise merchants usually no longer place orders, and they have to wait for the company to hold promotions. In awkward situations. I still remember that once I attended the dealer conference of a certain company, the reporter and the merchant returned with the car. Some merchants complained that the company was purely in order to catch up with the fashion and spend so much money. It is better to engage in product design and R&D. There is also a person in the industry who told reporters that a dealer has opened four dealer meetings a week, which is very exhausting. At the same time, this merchant is also giving scores to these companies, which meetings have practical significance, which are to join in the fun and which need to be themselves. Go in person, which one will be representative.
Experts find out the real cause of such a case, and the list of companies that do not seem to be meeting is not branding. It seems that it is not fashionable to look up. Why do the same tools have different effects in different people's hands, and experts have their own opinions. Experts believe that conference marketing is originally a good thing, but because of different operating methods and timing, it is often prone to negative effects. When opening a dealer meeting, companies should pay attention to the following issues.
One is the purpose. There are many types of conference marketing. For example, if the company's products are sufficient, and the customer's circulation is insufficient, an order meeting can be held. If sales are normal and there is no effective management, some system policy communication meetings can be held. The performance improvement has obvious effects, and the individual confidence is insufficient, and the morale will be convened with the goal of reward and encouragement. Then there is a special meeting when the company has big events and major reforms, such as spokespersons. Through the conference to build a vendor platform, the relationship between honor and disgrace and the common feelings will be generated, and the closeness of communication will be strengthened.
The second is time. At what stage of the company's development, what type of meeting is needed, it is crucial, blind or inverted may lead the company to the dilemma. For example, the above-mentioned examples of insufficient shipments, the production capacity did not meet the requirements to open the order meeting, made a mistake of time, the company was in a dilemma.
Third, based on the company's products, scale, customer groups, channel outlets to a certain stage, need to communicate closely, simple single-line communication can not be satisfied, merchants need more understanding and participation in business development, the role of dealer meetings is very obvious. For example, when Kodak entered China early, the main reason was the order meeting. Later, the customer group began to be relatively fixed, and gradually turned to emotional communication. Later, the core customers highlighted, and the core customer seminars were held to discuss the enterprise development plan. Now, companies such as NVC and Opp have begun to move toward such a level.
The fourth is preparation. Preparation must be done to give the business a good impression. For example, the 2000 conference of the European Union, the number of work projects surrounding the conference alone reached more than 3,600. It is this meticulous preparation that makes the reception work of the conference quite excellent. According to the number of participants, it is expected that the list of participants and the actual attendees will only have two people's errors, which is amazing.
The dealer conference is a double-edged sword. The enterprise should be cautious in use. It can be quickly and accurately cut into the market. It has a focus on market expansion, which lays a foundation for the development of the enterprise. It is easy for the merchant to lose confidence and confusion. . I hope that before using the company, first understand your needs and not be affected by the nosebleed effect.
Editor in charge: Lu Zuhui layout design: Yang Xiaolian Art Director: Peng Anjun
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