[Text|High-tech LED reporter Luo Shenghua] If, on August 8th, NVC lighting "embroidered" Wu Changjiang incident, the dealer is still in the state of watching the fire across the bank, then recently NVC lighting released a name to the dealer NVC Lighting All Dealers (hereinafter referred to as "The Dealer Book") will force NVC's original dealers to make a choice. Continue to follow Wu Changjiang, the result is to terminate the NVC distribution contract, or go to Wang Donglei, set up the banner against the Wu Yangtze River.
The "Report to the Dealer" pointed out a series of violations by Wu Changjiang, such as the unauthorized signing of a 20-year brand licensing agreement, the illegal convening of a board of directors for power and personal loans, and personal loans of several hundred million yuan.
The "Report to the Dealer" focuses on the requirements of the dealers: for the operators and dealers who cooperate with the work, NVC Lighting will give greater financial expenses, and will also assist the recovery of the debt owed by Wu Changjiang; Operators and dealers who do not cooperate with the work will cancel the distribution rights according to the contract, and reserve the right to pursue the law in violation of the illegal regulations and even legal matters in the past cooperation process.
It is worth noting that this "Notice of Dealer" was released after Wu Changjiang was dismissed from the CEO, and according to the dealer, "The Dealer's Book" was only signed by Wang Donglei and did not stamp the company's official seal.
Behind this singer's book, it is the “profit-sharing†of NVC Lighting from the shareholder level to the management and then to the terminal channel.
For the release of this "reporter's book", NVC lighting dealers and operators also hold different attitudes. When the reporter was responsible for the NVC lighting operations center in Shenzhen, Beijing, Hangzhou, etc., the reporters were generally ambiguous answers such as “inconvenient disclosureâ€, “busy†and “subject to higher level applicationâ€.
This also reflects to some extent that many NVC dealers are still in the wait-and-see stage.
Hard to force reality "break up" has long been a harbinger <br> <br> known, Elec-tech listed companies started as small appliances, as well as the early completion of the chip package in the field of industrial layout, before that, to build the LED industry chain To make up for the lack of channels in the downstream application field is the established goal of Dehao Runda at the helm of Wang Donglei and the key factor for the success of the transformation of LED.
Before joining hands with Dehao Runda, Wu Changjiang was caught in the dispute of interests with shareholders Softbank Saifu and Schneider, and hoped to extend the advantages of NVC in the era of energy-saving lamps to the LED era. In this context, Dehao Runda is a good choice for capital advantages and LED industry chain advantages.
Mature application brands and perfect terminal channels covering the whole country are the key factors for NVC Lighting to attract Dehao Runda. The cooperation between the two was once considered to be one of the classic cases of merger and reorganization of the LED industry.
In fact, from December 2012, Dehao Runda announced that it has entered the NVC lighting. Strengthening the control of the NVC terminal channel has always been the strategy that Wang Donglei has never changed.
In April 2013, Dehao Runda and NVC Lighting released the “ETi 2013 Market Support Guidelines and Policies†to 37 operating centers across the country. The strategic cooperation between the two parties entered the stage of implementation.
In May 2013, Dehao Runda officially launched the first batch of “NVCETi†brand of NVCCETi: LED bulb lamp and LED tube lamp, which became the strategic cooperation between NVC Lighting and Dehao Runda. The first step.
However, Gaogong LED reporters found that the promotion of NVCETi products in the terminal market is not optimistic through the survey of 29 provincial and municipal correspondents.
In the NVCETi new product release, the unified calibre of NVC Lighting and Dehao Runda is that Dehao mainly focuses on light source products, and NVC focuses on LED lighting products. In the market research, the reporter found that the actual situation is This is relative.
"Taking downlights and spotlights as an example, NVC has, Dehao Runda also has, there is no clear distinction between the two." NVC Lighting Beijing dealer told the high-tech LED reporter.
It is known from the above-mentioned dealers that there is an overlap between the NVC and Dehao product lines, and the statements made by the previous two companies that they "do their respective superior products, and there is no conflict between them" are not consistent.
In this regard, NVC lighting a dealer in Xiamen holds the same view. "I think the conflict between the two is relatively large, and it is easy to cause confusion in the market. In any case, we are not willing to contact the customer, the new brand of Thirus Dehao, and the influence of the NVC brand alone. Once changed, it will make customers feel at a loss in their choices."
In addition to the lack of attractiveness of the brand itself, an important statement for NVCETi is that Reishide can enrich NVC's own product line. In this regard, the reporter's investigation found that in the product line update, since September last year, NVC's own product update speed has become quite slow, especially this is also the case.
An important reason for Dehao Runda to enter NVC Lighting is to use NVC to consume its chips and to promote its own light source products through NVC's perfect channels. However, in terms of brand influence, NVC has never been able to compete with the original NVC, coupled with the same type of products and NVC products, the expected effect of industrial chain integration is greatly reduced.
Tighten control <br> <br> dealers do not buy it for further use of NVC channel advantages, LED products, improve market share and further strengthen the integration and NVC, following NVCETi new brand launch, in March 2014 Dehao Runda and NVC Lighting's 37 operation centers nationwide signed the “2014 Regional Operation Center Distribution Agreementâ€, and 37 operation centers will provide Dehao Runda with a product order of RMB 1 billion.
It is understood that this agreement is valid from January 1, 2014 to December 31, 2014.
"I think this agreement is a kind of kidnapping for dealers, and its symbolic meaning is more than the actual meaning. For dealers, there are so many brands available in the market today. Why do you have to choose Lester Dehao? "A domestic first-line brand Shenzhen general representative told reporters.
Half a year has passed. For the specific implementation of the 2014 Regional Operations Center Distribution Agreement, when the reporter called the relevant person in charge of the Shenzhen NVC Lighting Operation Center, the responsible person euphemistically refused the reporter's interview request. When reporters interviewed dealers around the world, most dealers said that the agreement had little impact on their normal operations.
"It is still normal distribution, what should I do?" A dealer of NVC Lighting Shenzhen clearly told reporters.
In addition to the agreement, this year, Dehao Runda also held dealer conferences across the country, but the results did not seem to be large.
According to relevant sources, on July 15th, Dehao Runda intends to bypass NVC Lighting to directly invite NVC's related dealers to Wuhan to participate in the dealer conference hosted by Dehao Runda, but due to the dealer's invitation Unfavorable, the General Assembly was forced to cancel.
“Dehao Runda may have done a good job in the middle and upper reaches, but it has little influence in the terminal market. There are not many people who are willing to buy a dealer.†The insider explained to reporters.
Combined with all these harbingers, the “breakup†of Dehao Runda and NVC Lighting has long been followed. For the final direction of NVC lighting, there are many opinions in the industry.
"In terms of brand building, NVC lighting has come all the way, it really makes people shine, but the negative impact of this incident on the NVC brand itself will be immeasurable." Mr. Long, a brand agent in Hubei Said to reporters.
According to preliminary estimates, NVC Lighting has 37 exclusive regional agents, more than 3,000 specialty stores, more than 5,000 effective outlets nationwide, and operating agencies in more than 40 countries and regions around the world. Covering more than 2,200 cities, it has covered the provincial and prefecture-level cities in a comprehensive way, and the county-level city coverage rate is nearly 65%. Such a huge marketing network, whether this incident has any impact on its final direction, the industry has a lot of discussions.
In addition, NVC lighting products are mostly OEMs, and this incident has no effect on all the foundry companies associated with NVC.
It is worth noting that in the first two forced departures, due to the strength of dealers and agents, Wu Changjiang got out of the storm and is now being asked to go out again. Considering the various parties, the results seem to be not optimistic.
At present, the situation is still in a state of anxiety. Wu Changjiang relies on the support of the interests of NVC's various operation centers and distributors, while Dehao Runda Wang Donglei controls the NVC board by virtue of the majority shareholder. The removal of NVC key post executives, while strengthening the recruitment of dealers, differentiation Wu Changjiang's own channel power.
"High-tech LED" will continue to pay attention to the further development of the situation...
The "Report to the Dealer" pointed out a series of violations by Wu Changjiang, such as the unauthorized signing of a 20-year brand licensing agreement, the illegal convening of a board of directors for power and personal loans, and personal loans of several hundred million yuan.
The "Report to the Dealer" focuses on the requirements of the dealers: for the operators and dealers who cooperate with the work, NVC Lighting will give greater financial expenses, and will also assist the recovery of the debt owed by Wu Changjiang; Operators and dealers who do not cooperate with the work will cancel the distribution rights according to the contract, and reserve the right to pursue the law in violation of the illegal regulations and even legal matters in the past cooperation process.
It is worth noting that this "Notice of Dealer" was released after Wu Changjiang was dismissed from the CEO, and according to the dealer, "The Dealer's Book" was only signed by Wang Donglei and did not stamp the company's official seal.
Behind this singer's book, it is the “profit-sharing†of NVC Lighting from the shareholder level to the management and then to the terminal channel.
For the release of this "reporter's book", NVC lighting dealers and operators also hold different attitudes. When the reporter was responsible for the NVC lighting operations center in Shenzhen, Beijing, Hangzhou, etc., the reporters were generally ambiguous answers such as “inconvenient disclosureâ€, “busy†and “subject to higher level applicationâ€.
This also reflects to some extent that many NVC dealers are still in the wait-and-see stage.
Hard to force reality "break up" has long been a harbinger <br> <br> known, Elec-tech listed companies started as small appliances, as well as the early completion of the chip package in the field of industrial layout, before that, to build the LED industry chain To make up for the lack of channels in the downstream application field is the established goal of Dehao Runda at the helm of Wang Donglei and the key factor for the success of the transformation of LED.
Before joining hands with Dehao Runda, Wu Changjiang was caught in the dispute of interests with shareholders Softbank Saifu and Schneider, and hoped to extend the advantages of NVC in the era of energy-saving lamps to the LED era. In this context, Dehao Runda is a good choice for capital advantages and LED industry chain advantages.
Mature application brands and perfect terminal channels covering the whole country are the key factors for NVC Lighting to attract Dehao Runda. The cooperation between the two was once considered to be one of the classic cases of merger and reorganization of the LED industry.
In fact, from December 2012, Dehao Runda announced that it has entered the NVC lighting. Strengthening the control of the NVC terminal channel has always been the strategy that Wang Donglei has never changed.
In April 2013, Dehao Runda and NVC Lighting released the “ETi 2013 Market Support Guidelines and Policies†to 37 operating centers across the country. The strategic cooperation between the two parties entered the stage of implementation.
In May 2013, Dehao Runda officially launched the first batch of “NVCETi†brand of NVCCETi: LED bulb lamp and LED tube lamp, which became the strategic cooperation between NVC Lighting and Dehao Runda. The first step.
However, Gaogong LED reporters found that the promotion of NVCETi products in the terminal market is not optimistic through the survey of 29 provincial and municipal correspondents.
In the NVCETi new product release, the unified calibre of NVC Lighting and Dehao Runda is that Dehao mainly focuses on light source products, and NVC focuses on LED lighting products. In the market research, the reporter found that the actual situation is This is relative.
"Taking downlights and spotlights as an example, NVC has, Dehao Runda also has, there is no clear distinction between the two." NVC Lighting Beijing dealer told the high-tech LED reporter.
It is known from the above-mentioned dealers that there is an overlap between the NVC and Dehao product lines, and the statements made by the previous two companies that they "do their respective superior products, and there is no conflict between them" are not consistent.
In this regard, NVC lighting a dealer in Xiamen holds the same view. "I think the conflict between the two is relatively large, and it is easy to cause confusion in the market. In any case, we are not willing to contact the customer, the new brand of Thirus Dehao, and the influence of the NVC brand alone. Once changed, it will make customers feel at a loss in their choices."
In addition to the lack of attractiveness of the brand itself, an important statement for NVCETi is that Reishide can enrich NVC's own product line. In this regard, the reporter's investigation found that in the product line update, since September last year, NVC's own product update speed has become quite slow, especially this is also the case.
An important reason for Dehao Runda to enter NVC Lighting is to use NVC to consume its chips and to promote its own light source products through NVC's perfect channels. However, in terms of brand influence, NVC has never been able to compete with the original NVC, coupled with the same type of products and NVC products, the expected effect of industrial chain integration is greatly reduced.
Tighten control <br> <br> dealers do not buy it for further use of NVC channel advantages, LED products, improve market share and further strengthen the integration and NVC, following NVCETi new brand launch, in March 2014 Dehao Runda and NVC Lighting's 37 operation centers nationwide signed the “2014 Regional Operation Center Distribution Agreementâ€, and 37 operation centers will provide Dehao Runda with a product order of RMB 1 billion.
It is understood that this agreement is valid from January 1, 2014 to December 31, 2014.
"I think this agreement is a kind of kidnapping for dealers, and its symbolic meaning is more than the actual meaning. For dealers, there are so many brands available in the market today. Why do you have to choose Lester Dehao? "A domestic first-line brand Shenzhen general representative told reporters.
Half a year has passed. For the specific implementation of the 2014 Regional Operations Center Distribution Agreement, when the reporter called the relevant person in charge of the Shenzhen NVC Lighting Operation Center, the responsible person euphemistically refused the reporter's interview request. When reporters interviewed dealers around the world, most dealers said that the agreement had little impact on their normal operations.
"It is still normal distribution, what should I do?" A dealer of NVC Lighting Shenzhen clearly told reporters.
In addition to the agreement, this year, Dehao Runda also held dealer conferences across the country, but the results did not seem to be large.
According to relevant sources, on July 15th, Dehao Runda intends to bypass NVC Lighting to directly invite NVC's related dealers to Wuhan to participate in the dealer conference hosted by Dehao Runda, but due to the dealer's invitation Unfavorable, the General Assembly was forced to cancel.
“Dehao Runda may have done a good job in the middle and upper reaches, but it has little influence in the terminal market. There are not many people who are willing to buy a dealer.†The insider explained to reporters.
Combined with all these harbingers, the “breakup†of Dehao Runda and NVC Lighting has long been followed. For the final direction of NVC lighting, there are many opinions in the industry.
"In terms of brand building, NVC lighting has come all the way, it really makes people shine, but the negative impact of this incident on the NVC brand itself will be immeasurable." Mr. Long, a brand agent in Hubei Said to reporters.
According to preliminary estimates, NVC Lighting has 37 exclusive regional agents, more than 3,000 specialty stores, more than 5,000 effective outlets nationwide, and operating agencies in more than 40 countries and regions around the world. Covering more than 2,200 cities, it has covered the provincial and prefecture-level cities in a comprehensive way, and the county-level city coverage rate is nearly 65%. Such a huge marketing network, whether this incident has any impact on its final direction, the industry has a lot of discussions.
In addition, NVC lighting products are mostly OEMs, and this incident has no effect on all the foundry companies associated with NVC.
It is worth noting that in the first two forced departures, due to the strength of dealers and agents, Wu Changjiang got out of the storm and is now being asked to go out again. Considering the various parties, the results seem to be not optimistic.
At present, the situation is still in a state of anxiety. Wu Changjiang relies on the support of the interests of NVC's various operation centers and distributors, while Dehao Runda Wang Donglei controls the NVC board by virtue of the majority shareholder. The removal of NVC key post executives, while strengthening the recruitment of dealers, differentiation Wu Changjiang's own channel power.
"High-tech LED" will continue to pay attention to the further development of the situation...
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