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The lighting and lighting industry is now facing serious problems of homogenization, low core technology and price wars, which seriously hinder the development of the industry. Whether it is enterprises, distributors or the government, they are calling for industrial upgrading to change the current situation. shape. Industrial upgrading is mainly manifested in the coordinated development of the industry and the improvement of structure, the optimal combination of production factors, the technical level, the management level and the improvement of product quality. To sum up, there are four core factors, one is technology, the other is brand, the third is management, and the fourth is channel. Among them, channel is the primary task. Therefore, this paper analyzes the channel pattern of lighting industry to explain the industrial upgrading. Some personal ideas. Throughout the lighting and lighting industry, the lighting industry mainly has four channel modes: one is the traditional sales and OEM mode, the other is the distribution channel mode, the third is the e-commerce model, and the fourth is the O2O mode that may be taken in the future. 1.1 The sales model is the product of the initial stage of the market economy. The lighting industry in Guzhen was developed freely in the era of the rise of the market economy. With the sharp increase in market demand at that time, the ancient town formed a cluster of lighting and lighting industry, tens of thousands of enterprises. Factory and lighting shops are gathered here. With its many styles, huge production capacity, complete facilities and strong selectivity, it attracts global customers to purchase. At this time, through the shops along the street, the lighting city shops, wait for customers to come to the door. 1.2 Distribution channel model However, with the development of the times, the industry has experienced overproduction and homogenization has become increasingly serious. Coupled with the frenzied expansion of shops and professional markets, shop rents have been rising all the time, and the competition for store sales is growing.
Some enterprises, in this way, not only take the interests of the manufacturers, but also take into account the needs of consumers, but also give full play to the advantages of local distributors, reduce the business risks of manufacturers, consolidate the brand influence, and establish customer loyalty. Consumers have also bought cheap and good products, and they have recently got the installation guidance and after-sales service of local distributors. They can even switch from passively adapting to single sales to actively participating in the production process. The brand has great viscosity. ! This channel model is extremely competitive. It can be said that it is a very perfect way and is likely to be the direction of the future development of the lighting industry. 1.5 Network brand marketing online and offline mode, there are many advantages, but there is a high threshold for want to achieve. At present, through the traditional channels, to create offline brands, has lost the best opportunity, and through the network, through the network to spread low-cost, fast, wide-spread, word of mouth and sharing fast, etc., first establish a network brand, then map to offline The development of online and offline brand promotion is the most economical and fast way. Here are two examples of online brand successes, and some of them are used to create some online branding methods. One is orange, telling the inspirational story of an 85-year-old man who started his second business after falling. In the end, the orange was successfully made into an inspirational orange. The inspirational story that touches the pulse of the times captures the highest culture of consumers when they buy food. Spiritual needs are a great success. The other is Chen Ou, who speaks for myself. I tell the story of struggle in the name of dreams. It not only tells the difficulties that young people have encountered, but also shows the ideals and awkwardness of young people, which has aroused many people’s resonance. , has been widely concerned and imitated.
It can be seen that a product or brand that is to be popular in the network quickly must have a profound spirit and story that can resonate with people. If a brand is not well-known or the brand foundation is still weak, to establish brand awareness on the Internet, it is necessary to have a brand of explosive products to be the mainstay, and use the bundled products of brand explosion products and brands to achieve effective goals. Also, to influence the target group you want to influence, you need to find the opinion leaders and idols in the target group, let them tell the story of the brand or product, in order to get the recognition of the group and fans. Finally, how to create a good content that can be actively spread by consumers and even celebrities is very important, the content is king! 1.6 Channel upgrade conjecture Finally, the author guesses the development model of the future channel: based on the existing traditional distribution channels, with the emerging e-commerce model as a springboard, and finally achieve the integration of online and offline O2O! The industry needs to be upgraded. The channel is on the one hand, but also depends on technology, management, and brand. However, in fact, when the channel is established, it will also drive the development of technology, management and brand. The four are mutually reinforcing and mutually reinforcing. Now, the lighting and lighting industry is just facing the upgrade of LED, a new light source, which coincides with the rise of e-commerce, as well as national policy encouragement, lighting industry upgrades, at the right time!
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