The supermarket channel is still in its infancy.
Since 2000, consistent with the golden period of lighting industry, domestic chain retail industry has developed rapidly. Especially since 20 1 1, the national chain supermarkets and department stores have been attacking the city, which has an increasing impact on the living habits of end consumers.
Under the principle of "channel is king, terminal wins", many LED civil lighting brands only have R&D technology and scale production capacity. "In terms of marketing, they have just started and there are not many outlets. In addition to providing OEM/ODM services, the Shang Chao channel can undoubtedly help them cut into the market quickly and is worth investing. " Xiao Zhiyong, deputy director of BYD's LED marketing department, said. However, when asked about the monthly sales volume of Shang Chao channel operated by BYD for more than two years, Xiao Zhiyong was secretive and refused to disclose it.
Some channels are not widely penetrated, but enterprises with public awareness pay more attention to the brand effect brought by entering the supermarket channel. "Moreover, compared with the sales volume, we pay more attention to the direct terminal experience effect brought by Shang Chao to BYD Lighting, that is, the brand awareness of the public. Just like we opened an online mall. " Xiao Zhiyong added to the high-tech LED reporter.
The reporter visited Wal-Mart, Carrefour, CR Vanguard, RT Mart and other supermarkets in Zhongshan and Jiangmen for several days, and found that the display wall of lighting products has almost only one side: the area is generally 3 meters by 4 meters, or 2 meters by 5 meters; There are about six or eight brands, mainly Philips, Osram, GE, Opal, Fozhao, Minkeda and so on. A few supermarket exhibition areas have brand shopping guides.
Product categories are also relatively concentrated: mainly energy-saving lamps of various wattages and simple desk lamps. Few foreign brands put LED civil light sources on the shelves, but the proportion of LED products of some domestic brands has reached 10%- 15%. Of course, the price difference of similar products at home and abroad will reach 30%-50%.
The relevant person in charge of RT Mart Supermarket told the reporter: "For many years, lighting products are not fast-moving consumer goods, and the display area and brand of its civilian products are relatively fixed." Therefore, it is not easy for well-known brands and perennial partners at home and abroad to gain a foothold in brand supermarket chains.
When the reporter asked about LED products, the person in charge said: "At present, the price of LED terminals is higher, and the sales volume is far from that of traditional light sources, so the proportion of exhibitions is not large." As for the reputation and popularity of domestic LED brands, the person in charge admitted that it was not clear, and recognized the lighting brands that cooperated with this supermarket all the year round.
2. Difficulties
Excessive taxes and miscellaneous taxes are as fierce as tigers.
"Every time every commodity enters the store, it must submit a barcode to 800 yuan; At checkout, the retailer directly deducts 20% from the sales; It costs 4000 yuan to 5000 yuan to make a pile; A poster 1300 yuan, "a person in charge of the channel department working in an LED light source enterprise told reporters.
According to its disclosure, it is no secret that retailers charge various fees from suppliers in various names, and the amount is huge. There are more than ten kinds of fees, such as contract fee, entrance fee, bar code fee, festival fee, store celebration fee, end price fee, delivery fee, inquiry fee, pavement image maintenance fee and cashier service fee, which make it difficult for a commodity to enter the supermarket retail terminal.
"The wool is on the sheep, and the forced supplier can only find the consumer to pay the bill." According to an insider, the means adopted by suppliers are generally to change the specifications and models of goods and raise the prices of goods. Goods with original price of 100 yuan should be sold at least 120 yuan when they are put on the supermarket shelves. "And the price of LEDs is several times more expensive than traditional light sources, so the price/performance ratio is lower."
According to the reporter's understanding, the problem of payment settlement often becomes the fuse of the deterioration of the relationship between retailers and suppliers. At present, both foreign and domestic retail supermarkets in China have the problem of long account period. For the daily delivery goods that could have been settled on the same day, Shang Chao stipulated in the contract that the payment would not be paid to the supplier until one month later; If it can be settled within the same month, Shang Chao stipulates that payment will be made after two or three months; For some other commodities, Shang Chao even stipulated the payment term as 150 days, half a year and so on. "More seriously, after the account period expires, some merchants often delay payment for various reasons." This is a severe test for the capital chain of energy-saving light source enterprises and wholesalers with low profits.
The owner of an energy-saving light source enterprise originally intended to enter the supermarket said helplessly because of financial pressure: "Medium-sized enterprises, brands that are not in the first line, can't play with supermarkets, so we ended our attempt to' directly supply' to large supermarkets and turned to cooperate with large wholesalers to make goods' go a long way and detour' and realize shelf sales."
"This seemingly circuitous tactic, the actual cost is lower than the direct supply of the manufacturer into the store, at least the wholesaler is cash." An internal manager of Yang Guang Electric revealed to the reporter that the wholesalers of lighting, especially comprehensive ones, bought out the distribution rights of a certain type of supermarket and took the goods from the production enterprises to the retail channels in proportion. "They take a large amount of goods and have many categories, earning logistics distribution and intermediate price difference."
Step 3 link
List of super channel fees for lighting products:
Entry fee (opening fee): when new suppliers start to cooperate with Shang Chao, they must pay this fee first, which is generally 5000- 10000 yuan/store; There are many storefronts, and you can also talk about them together;
Signing fee: about 20,000 yuan.
Bar code fee: 300 to 400 yuan/bar code/store; If the supermarket chain has 20 branches, the bar code fee is 300×20=6000 yuan, and 10 bar code is 60,000 yuan.
Annual festival fee: (mainly Dragon Boat Festival, May Day, Mid-Autumn Festival, National Day, New Year's Day, Spring Festival, store celebration, etc. ); 300 to 500 yuan/store/time.
Monthly commission (purchase discount): 1%-8%
Annual rebate: 2%, 3%, 5%; According to different products, it is generally more effective to set ladder sales targets for returns.
Information service fee: about 3‰ (different systems)
Logistics fee: 4-5% (different commodities, different distribution areas)
Shelf use fee: some businesses are more than enough, in fact, it is repeated charges;
Advertising fee: it is also a shared fee. If the supplier has an annual advertising budget, it can invest it appropriately in exchange for some ideal exhibition spaces;
DM poster fee: 500- 1000 yuan/article/file.
Promotion stacking fee: Bidding is adopted, generally ranging from 2000-3000 yuan/piece to 4000-5000 yuan/piece.
Special exhibition fee: it is also a tender, and the booth of 1 square meter is about 2000 yuan.
New store sponsorship fee: thousands to tens of thousands;
Old store renovation fee: 300 to 500 yuan/store.
Management fee for extension personnel: 350 yuan per person per day. 4. Function.
Trouble and Love on Shangchao Channel
Sinking and flattening of channels is the loudest slogan of lighting enterprises in recent years, but only a handful of enterprises really achieve this goal, because it is unthinkable to rely solely on traditional channels.
A former senior marketing manager of Opal Lighting calculated an account for the reporter: At present, Opal Lighting has about 500 major stores and 5,000 specialty stores in China, exceeding 1 1,000 outlets, which can be said to be an enterprise with good penetration of domestic brand channels. However, its marketing team has more than 800 people. "Even if it is calculated according to the average annual expenditure of 60,000 yuan per marketer, it is not a commission. If we want to double the traditional channels, then the marketing team must double. The cost pressure is so great that even leading enterprises like Opal Lighting cannot afford it. "
"The more specialty stores are opened, the less resources and supporting enterprises there are to support single stores to do a good job in sales, so now specialty stores are exhausted and brand-name stores are more difficult to manage. What's more, the timing of LED monopoly channels is not yet mature. " A person in charge of a household lighting product for 9 years has a deep understanding of the quality of specialty stores.
At present, lighting brands have fallen into a white-hot situation in the field of terminal monopoly, and even have a fight with each other. Under the premise that the annual sales repayment task of terminal brands is generally greatly improved, opening up department stores has become an important strategic deployment for more and more enterprises and terminal agents to deepen channels.
Jia Qiang, general manager of Xiamen Lindong Electronics Co., Ltd. said that in May 2002, firefly energy-saving lamps had entered the supermarket, and LED products were put on the shelves last year. "Over the years, the price of energy-saving lamps has remained basically unchanged, because the supermarket shopping environment is very transparent. Different from building materials market, engineering, home improvement and other sales channels, there are many hidden factors affecting prices.
Jia Qiang said that department stores and supermarkets have open business premises and complete products, which is conducive to the brand to show its overall image through island cabinets, front cabinets and back cabinets. At the same time, they can attract people through various promotional activities on holidays, which can maximize product sales and the activities between brands will not interfere with each other.
According to incomplete statistics, Wal-Mart, Carrefour, RT Mart and other top three foreign-funded supermarket groups have approached 1000 stores in China this year. However, according to the news from the headquarters of CR Vanguard, a domestic supermarket brand, the expansion rate of adding 400 stores every year will be maintained, and the total number of stores will exceed 6,000 in five years, double the current number. In this way, its coverage is as wide as Opal lighting and NVC lighting, while the latter has worked hard for more than ten years to complete the laying of outlets.
"The sales tasks assigned by manufacturers have multiplied, and the terminal sales receipts of franchise stores are close to the limit. We must develop shopping malls and supermarket channels to increase sales. " A number of terminal brand agents in Tianjin all said that in addition to the distribution quantity, as long as brand counters are set up in suitable shopping malls and supermarkets, the monthly sales of a single cabinet may exceed the retail sales of franchise stores several times. However, due to the consideration of regional market management cost, manufacturers are very cautious about the entrance fee, personnel salary and advertising support of agents, which also makes it difficult for agent developers to surpass channels.
Recommended reading: Kono floor: continuous innovation and continuous development. Quality is the best sign. Spend 3W in 63 flat bedrooms. Dazzling home group buying building materials. Home phone version. Rilong Com can easily fix aluminum alloy doors and windows. When shopping, doors and windows must look at the 80-square sweet wedding room. Strict color system created a lovely and beautiful house in midsummer. Choose the right decoration materials to add color to the home. The gas field is super stable Send couples 130 flat mix Meilong apartment. Decoration IKEA control 65,438 438+ 10/00,000 Installation 45 flat, 2 bedrooms and 2 bathrooms Evaluation: Satisfied and comfortable, choose Kono floor Evaluation: Healthy plus latitude space mattress makes you sleep well.