Zhang Li, Marketing Director of New Terri: Three major initiatives to help dealers increase sales

[Text|High-tech LED lighting channel Shenyang station reporter Xu Chengxin] Emphasizing the training of store managers is the fine tradition of Xinteli. Xinteli insists on 2-3 system-wide store manager training every year, increasing it to 4 times this year. In this year's store manager training, New Terri came to Shenyang. Taking this opportunity, Gaogong LED reporter had the honor to interview Mr. Zhang Yang, the marketing director of Xinteli.


Xin Te Li Lighting - Marketing Director Zhang Yang


Quality and cost-effective to win <br> <br> brought new Terri, many people think of new, creative, unique, in fact, the new Terri lamp neither light nor postmodern shaped lamps, but modern lamps. New Terri's products either insist on their own originality or represent some European brands. Unique, it is the best interpretation of New Terri.

Xinteli has its own workshop and factory. All products are not labeled and not assembled. From the development of product drivers and chips, to the polishing, painting and oxidation of products, Xinteli insists on “self-sufficiency” and rejects “imported goods”. This can reduce costs, increase production efficiency, and greatly shorten the delivery period.

Nowadays, the homogenization of products on the market is very serious. The same product will be repeated many times in the same market, resulting in a price war. In the face of this situation, Xinteli always insists on making products well and winning with quality and high cost performance. Real gold is not afraid of fire, and it is so bad that consumers can see the gold.




Xinteli Image Store


Initiative to change the marketing strategy <br> <br> new Terri in the industry earlier implementation of franchise stores, and the first to propose the concept of "0" in stock, so that dealers operating pressure greatly reduced. I want the dealers to think about it and realize the mutual benefit and win-win between the manufacturers. This new Terri is doing a good job.

There are many dealer conferences and new product launches held every year, so that there is further communication between manufacturers. At the same time, the dealers can also understand the dynamics and direction of the manufacturer for the first time. If there is a real problem such as the purchase, there is no need to travel long distances to the manufacturer to order.

Compared with other building materials industries, the lighting industry does have shortcomings such as low sales enthusiasm and passive sales. Now it is not an era when the wine is not afraid of the alley, and good products have to be sipped.

In the face of reality, New Terri actively seeks change. Zhang Yang said that the store manager training lasted for one month and was cooperated with the Guangzhou Enterprise Consulting Management Company. It is completely 5A level training. The purpose is very clear, that is, to change passive marketing to active marketing, to enhance the enthusiasm and enthusiasm of the clerk, and let them know what to do when there is less traffic.

"At the same time, we will also adopt a scientific assessment method to conduct real-time analysis on the three major indicators of sales, namely passenger flow, transaction rate and passenger list value. The ultimate goal is to introduce this successful model into the country." Zhang Yang said.


Customers visit to learn about new products


Cultivating the new brand of “whistling” On October 21, 2014, Xinteli released the “Wang” series, which is aimed at the post-80s and post-90s consumer groups. The concept and shape of the products are more in line with their aesthetic concept and appreciation. . "We have positioned this series as a modern light, in order to fill the gap in the field of mid-range modern lights, focusing on second- and third-tier cities." Zhang Yang told reporters.

It is understood that Xinteli retains the true core of Xinteli in the first and second tier cities, and other regions gradually promote the sub-brand “whispering” to achieve more precise positioning.

“We hope to improve the level of dealers through a clear division of labor and analysis of different economic situations in different regions. This will not only meet the consumer demand of second- and third-tier cities, but also ensure that dealers can truly profit, and finally achieve 'fish. 'And 'bear paw' can have both." Zhang Yang said to reporters meaningfully.

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