Recently, Zhejiang Dongsheng Electric participated in the 13th Shanghai Lighting Appliance Expo with a strong lineup. During the exhibition, the reporter had the honor to communicate with Mr. Zhang Zaisheng, the assistant to the president of Dongpu Group. He said that the launch of Dongpu 4S store is a true embodiment of the new lighting consumption concept, which will guide the consumption work to be implemented.
Reporter: What is the new lighting consumption concept of “customer-centered, customer-oriented†in Dongpu?
Zhang Zaisheng: There are three main aspects: First, product research and development, fully consider energy saving, safety, stability and other factors. For example, the high-efficiency T5 bracket adopts three-wire design, preheating start, and abnormal state protection, which is more than 30% higher than the general bracket power, which is energy-saving, safe and stable. Similar products include high-energy electronic transformers, quick-start metal halide lamp electrical boxes, energy-saving ballasts, patented lamps, etc. Second, the store design, in addition to the product display area, the 4S shop in Dongpu has the inspection area of ​​the lamps. And lighting scene experience area. Not only can customers see the light effect of the lamps, but also see the embodiment in different scenes, guiding customers to rational consumption; the third is service, fast storefront service and professional lighting design, so that customers can truly understand Dongpu products. To feel the brand culture of Dongpu.
Reporter: What are the advantages of Dongpu 4S shop? Can you introduce some of the basic conditions?
Zhang Zaisheng: Dongpu 4S shop is an important bridge to communicate with customers. From the scientific promotion of products, lighting design support, customer care and other aspects, customers can feel the intimate, thoughtful and timely service.
As an experiential marketing model, it is the most important sign of the “product-centric†business philosophy to the “customer-centric†business philosophy. It not only meets some of the customer's actual needs (services and benefits), but also exceeds the customer's requirements for the lighting industry (lighting ideas and design solutions).
It includes four functional areas: product display area, scene experience area, lighting design center and customer service center. In addition to the product display function, the consumer can experience the application effect of the luminaire; the lighting design center and the customer service center can provide customers with personalized and professional lighting design solutions and after-sales service consultation.
Reporter: Under the guidance of the new consumption concept, how can Dongpu guide consumption? What is the relationship between this and the launch of 4S stores?
Zhang Zaisheng: There are four abnormal phenomena in lighting consumption: First, buy “compensationâ€: damage the decoration decoration effect after installing the lamp or no healthy and comfortable lighting effect; Second, buy “feeâ€: redundant function, excess quality, excessive quantity, Waste of usage; Third, buy "expensive": the price is opaque, the water is big; Fourth, buy "tired": choose the product, pick the quality, the price, because of the unprofessional, tired and tired.
Referring to other industries, experiential marketing has already been used, so Dongpu decided to implement an experiential marketing plan based on 4S stores, and respond to “four abnormalities†with “four goodâ€.
First, use it well. In the 4S shop, there is a professional lighting design service. From the functional and decorative considerations of the lamps, combined with the easy, healthy, tasteful and practical lighting concept of Dongpu, the company provides the correct lighting combination and the decoration of the lamps. And the value of lighting is fully reflected, adding space to the environment and adding value to the environment.
Second, use the right. 4S shop has a corresponding explanation from product knowledge to lighting knowledge, and can provide overall lighting solutions, there is no error and waste of function and decoration.
Third, easy. 4S shop unified standard sales and service standards, making quality, price, service and other transparent, fair and guaranteed; for the complete combination of different styles of home, shop, office building, so that customers can basically meet the product demand; good The shopping environment makes it easy for customers to enjoy the shopping process.
Fourth, affordable. Lighting designers and lighting design solutions are luxury services for some large projects and high-end venues. Dongpu’s lighting design services have brought them into the homes of ordinary people, and through the practical design of the product portfolio, the use of Dongpu products The cost is only equivalent to the cost of buying ordinary brand lamps or lower.
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