——The direction of channel development is clear (southwest region) Southwest hinterland, outstanding people. Kunming, Guiyang, Chengdu and Nanning are emerging industrial cities that have emerged in the development of the western region. The development of domestic electrician brands is relatively late, and the electrician market in the region seems to have been neglected, but the savvy “foreign” brand has already identified its own development direction here and vigorously carried out channel development. Meilan Rilan, Qisheng, Simon, Panasonic and other "foreign" brands not only build networks in the wholesale and retail channels, but also extend their reach into many engineering fields, and the western market is bound to gain. Key words Kunming: Channel expansion Chengdu: Take over Qisheng Guiyang: Engineering-based Nanning: Borrowing into Kunming: Foreign brands expand in Yunnan, and the more eye-catching “foreign” electrician brands mainly include Meilan Rilan and Qisheng. Simon, etc., in which Meilan Rilan is prominent in the construction of the sales network, Simon has also spread the network to various prefecture-level cities in Yunnan through major building materials markets. Although Qisheng Electric is relatively rare in various building materials markets, it passes The project has achieved good results. According to Long Lingyun, the general agent of Yunnan Weihong Electronics Co., Ltd. and Meilan Rilan Electrician Yunnan, the core electrician brand of Schneider Electric, Meilan Rilan, entered the Yunnan market in November 2005 and has been winning the high-end market route. Recognition by consumers and engineering companies. Merlin Gerin currently has 10 sales networks in major markets and prefecture-level cities in Yunnan, and in April 2006 established a 200-square-meter exhibition hall in the lighting area of ​​Huayang Home Furnishings to showcase all the products of Merlin Gerin Electric. Only the store's monthly sales will be 30,000-60,000 yuan; the Meilan Rilan store in B&Q in Kunming is small, and the monthly sales amount is more than 20,000 yuan. Qisheng Electric entered the Yunnan market in 1992 and currently has a major engineering channel in the Kunming market. According to Chen Haixin, the manager of Kunming Jinshan Qili Industry and Trade Co., Ltd., although Qisheng Electric has entered the Yunnan market for a long time, it has not taken the network channel, mainly relying on the store and the engineering channel and home improvement company to sell, the average monthly. The sales can also reach 400,000 yuan. Because the brand has a good reputation in the engineering area, and the service is relatively well-placed, the customer's return rate is very high. Simon Electric began to enter the Yunnan market in 2001. According to Yin Housong, business representative of Simon Electric-Kunming Office, Simon mainly takes engineering and network channels. Currently, there are more than 40 outlets in Kunming, and distributors cover more than 30 cities and counties in Yunnan. According to Huang Xumin, the manager of Kunming New Century Lighting, they are the agent of Simon Electric. The time is mainly for retail and engineering. The exhibition area is 10 square meters. The products are mainly displayed in Simon Electric 58 series, 60 series, 61 series, etc. Sales amounted to more than 30,000 yuan. (Zeng Ruishan) Chengdu: Meilan Rilan will take over Qisheng in Sichuan business. Meilan Rilan officially entered Chengdu in 2003. In the first half of 2004, Meilan Rilan Project Department also successfully entered the Chengdu market, most of its work It is operated by the Chengdu office. According to Jiang Zhiming, manager of Meilan Rilan West District, Meilan Rilan is currently responsible for the construction of distributors in the sales channel. Up to now, more than 70 sales outlets have been established in Sichuan, and in 2006, the sales task was over 30%, an increase of nearly 90% compared with the same period of the previous year. Manager Jiang also said that in 2007, Qisheng’s business in Sichuan will be officially placed under the Meilan Rilan Chengdu office for management. Mei Lianlan Sichuan general agent - Chengdu Lianjian Industrial Co., Ltd. general manager Yang Lianbo said that Merlin Gerin's promotion in the terminal is better, there are full-time business staff to contact various home improvement companies, building materials supermarkets, but also with professionals Contact each newly developed property. Simon Electric entered Chengdu in 2001. According to He Yonglu, manager of Simon Electric's Chengdu office, Simon Electric has set up more than 100 sales outlets in the key markets of Quanchuan. Simon's channels are mainly retail, engineering and supermarkets, with a focus on the Chengdu and secondary markets. In 2006, compared with 2005, Simon's sales doubled and achieved good sales. According to Xiong Wei, general manager of Simon Electric Sichuan, the general manager of Chengdu Xiongweihaoliang Lighting Co., Ltd., Simon has taken the lead in introducing many advanced market operation modes in the industry, such as vigorously developing invisible channels and investing heavily in terminal display. It has played a very good role, if the manufacturers further enrich the product line, there will be better development for the business. (Ma Yuxi) Guiyang: Legrand is based on engineering. In 2001, Guiyang Youli Electromechanical Co., Ltd. represented France's Legrand. Since the brand was low in Guizhou at that time and the price was very high, it was very slow in the market. At that time, the sales of five specialty stores in Guiyang could not go up, but there was a breakthrough in engineering. At present, Legrand is mainly engaged in engineering business such as home improvement in Guizhou, with few retail sales and annual sales of more than 1 million yuan. According to the manager of Guiyang agent Feng Yongjiang, the support of Legrand has been very small. However, they have achieved great results through cooperation with home improvement companies and designers. In 2006, they completed the task of 1.2 million yuan; In terms of construction, they are ready to use TCL's network channel to circulate, and will soon change "TCL International Electrician" into "TCL Legrand International Electrician" for publicity. Simon Electric has entered the Guizhou market for 5 years. The sales situation at the beginning was not good. Until September 2004, Simon Electric's Guiyang office found a strategic cooperation with Guizhou Leting Lighting Equipment Co., Ltd., which has strong engineering business. Make Simon stand firm in Guiyang. Later, in April 2006, Simon cooperated with Guangdong Feisheng Electric Co., Ltd. Guiyang Office to further strengthen Simon's influence in Guizhou. According to Qian Boqing, general manager of Guizhou Laoting Lighting, Simon now has an average monthly sales of 150,000 yuan in the company, and has established many distribution outlets in the province; Zhao Guanghui, manager of Guangdong Feisheng Electric Co., Ltd. He made Simon's 6 series of electrical products, mainly in engineering and home improvement, and the monthly sales were also 80-100,000 yuan. Matsushita Electric Works entered the Guiyang market in 1995. Although its popularity is relatively high, it is lacking in publicity and promotion. The development in Guizhou is relatively stable and there is not much progress. According to Zhang Zhifu, chairman of Guiyang Xianghe Technology Co., Ltd., Matsushita Electric Works is mainly a combination of engineering, wholesale and retail. The monthly sales are about 50,000 yuan, and there are 5 distributors, which have obvious advantages in after-sales service. Compared with other electrician "foreign" brands, Qisheng entered Guizhou a little later. It was developed in 2004. At present, it is only a good project, and there is no improvement in retail and wholesale. According to Guo Jun, manager of the professional lighting branch of Guizhou Modern Elevator Engineering Co., Ltd., when Qisheng came to Guizhou, due to high price factors, it was not well promoted. Now, they have developed 8 sales outlets in Guiyang, and their sales have reached tens of thousands of yuan per month. They have also cooperated extensively with many home improvement companies and construction companies. Manager Guo also said that the damage rate of the products sold by Qisheng in Guiyang was almost zero, and they decided to act on the quality and service from the beginning. (Kangzhiliang) Nanning: Legrand used TCL International Electric to enter the “foreign” brand electrician on the Nanning market in Nanning. Simon and Qisheng are the two brands that entered earlier, and it is these two brands that are in the local area. The electrician's retail and engineering fields are all in one place. Simon is mainly based on terminal retail, and has more network distribution customers. It has played a very good role in the promotion of Simon Electric's terminal brand. Qisheng has adopted a monopoly form in Nanning, with fewer distributors, mainly targeting hotel engineering and other businesses. . At present, Meilan Rilan has not been seen in the professional lighting market in Nanning. Although the Japanese-owned brand Matsushita Electric has some businesses, it is not ideal because of the high price. After the acquisition of TCL Electric, Legrand entered the Nanning market with the help of TCL in 2006, but due to the short entry time, there are not many distributors. According to Lin Jian, the lighting manager of the distributor of the Legrand distributor, they have just been operating the Legrand electrician for more than a month. The consumers are still not very familiar with the brand, and the price is high, and the sales volume is not outstanding. (Wang Zhiwei)


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