On August 1, lighting product manufacturer Huizhou NVC and GE Consumer & Industrial Products Group formally signed a three-year strategic cooperation agreement.
According to the agreement, GE Lighting will be the first distributor of NVC as a sales channel to sell GE light source and supporting electrical products in the Chinese market. Dai Weisheng, President and CEO of GE Asia Pacific, believes that “NVC has a very high market share in commercial lighting and can rely on NVC to gain channel advantages and development platforms in the Chinese market.â€
Weaving sales network
At the end of 1998, in the Jinyuan Industrial Zone of Huizhou City, Guangdong Province, only 10 people of NVC Lighting Company was announced. In the “Pearl River Delta†area where lighting companies gather, this small business is not eye-catching.
However, just a few years later, NVC unexpectedly became one of the leading brands in the lighting industry. The annual sales of the company increased from 2 million yuan to 1.5 billion yuan in 2006. Such rapid development has not only attracted the attention of the industry, but also attracted venture capital companies such as Softbank. Wu Changjiang, president of NVC, believes that a professional and effective channel strategy is the main driving force for the rapid development of NVC lighting.
Eight years ago, for the early development of NVC, the funds were stretched, and the market competition has become hot, and the advertisements of lighting equipment that consumers can know are overwhelming. NVC does not have the ability to advertise, but wants to open the market quickly, what should I do? “I saw a lot of home appliance stores doing well at the time, which gave me inspiration.†Wu Changjiang recalled, “We also tried to open a store.â€
In order to attract merchants to join, NVC has set a very favorable condition, not only does not charge the initial fee, and even pays the seller to the dealer, giving each store that is willing to sell NVC products 30,000 yuan subsidy, and the store is allowed to sell other products. What is required is that the store hangs the signboard of NVC. According to the size of the sales volume, NVC also cooperates with dealers in various modes such as advance advance payment, co-financed decoration and return through payment.
Such favorable conditions have attracted many dealers to take the initiative to sell NVC products. In July 2000, the first NVC store opened in Shenyang; in 2003, the number of NVC stores reached more than 300; in 2004 this figure doubled; currently, NVC lighting stores have more than 1,600. On this basis, NVC Lighting integrates high-quality dealer resources and has established 35 operation centers throughout the country to effectively manage sales channels. At the same time, they have also increased the “hidden sales channels†for design and decoration.
The newly opened specialty stores have sprung up, bringing to NVC more than just the expansion of sales channels, but also the expansion of the brand effect. NVC is not only easy to remember by consumers, but also has established image and influence in the industry.
Join hands with GE to complement each other
NVC's channel control has also attracted the attention of GE Lighting, the leading brand in the international lighting industry.
Wu Changjiang said that after the signing of the agreement, NVC will use GE Lighting's high-end market and take advantage of GE's core technology advantages in electric light source to combine with NVC's core advantages in lighting, effectively expanding the NVC channel. Product types and structure, expand the NVC market map, and enhance NVC's competitive strength in the national market channels.
In addition to the obvious benefits of complementary advantages in product structure, Wu Changjiang has another consideration. Wu Changjiang said, “GE is the originator of lighting, and its design and development are strengths. For us. It is the soft underbelly, and it is also the most in need of improvement in the domestic lighting industry. In this cooperation, we also have relevant content such as technology introduction, and use NVC's channel for GE technology to enhance our independent innovation capability."
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