The bidding for the new round of 100 million energy-saving lamps was recently opened, attracting 35 companies to compete. Judging from the changes in the quantity of promotion and the weight of quality, this promotion has put forward higher requirements for enterprises. So what is the difference between the new round of bidding and last year? Where is the difficulty of promotion this year?
Product quality is the key
It is understood that the new round of high-efficiency lighting promotion projects has doubled in number and expanded in product range, including not only ordinary high-efficiency lighting products such as self-ballasted fluorescent lamps, three-color double-end fluorescent lamps, and three-color double-end fluorescent lamps. High-pressure sodium lamps for high-power outdoor products for road and engineering lighting were first introduced.
The promotion work has increased, and many companies have doubled their confidence. The person in charge of Xiamen Topstar said: The number of tenders this year has doubled compared to last year, and we are confident that we will get more shares.
Another change in the bidding was in the scoring standard. Among them, the score of product quality increased by 5 points compared with 40 points last year, accounting for 45%, the business qualification decreased by 2 points, and the product price dropped by 3 points. . Xu Bin, manager of strategic operation department of Op Lighting Co., Ltd. believes that product quality has become a key factor for enterprises to win the bid, and national energy efficiency standards, energy-saving certification conditions and government procurement requirements are three thresholds.
Participating in efficient lighting promotion is a business opportunity for the company, but it is also a responsibility. The increase in quality weight has also better protected the national credibility and commitment behind energy-saving lamps. Guo Xi, manager of Sanxiong Aurora Lighting Market, told the author.
Promotion plan debuted in advance
Last year's promotion plan gradually appeared in the promotion after winning the bid, and the promotion plan debuted at the time of bidding and became an indispensable member of the bidding documents. The person in charge of the relevant state departments believes that the formulation and implementation of a practical and feasible promotion plan is the key to the success of the enterprise promotion. The bidding draws lessons from the late promotion of the program due to the delay of the program last year, so that the plan and the bidding will go hand in hand.
The debut of the promotion program has caused enterprises to worry about the feasibility of the program. Wu Xintai, manager of the marketing department of Jiangxi Guiya, believes that the companies that participated in the promotion last year have practical experience in the production of the scheme, and the enforceability and operability are relatively strong. However, as the company that won the bid this year, whether the program can help the later promotion is yet to be tested.
Osram sales director Li Jianing said: In the successful promotion of OSRAM last year, the local authorities and their promotion strategies have indeed played a very positive role. Therefore, the promotion plan developed before the successful bidding area may be unsuitable for localization. Especially in the promotion of new members of high-pressure sodium lamps, it is more crucial for companies to formulate appropriate promotion strategies in combination with local policies.
Rural promotion test enterprise
It is understood that the new round of efficient lighting product promotion policies will be moderately inclined to the western and rural areas. For the promotion of rural areas, the person in charge of the relevant state departments said: Through the promotion and research in 2008, we found that incandescent lamps and low-efficiency energy-saving lamps are still used in many places in rural areas, which means that energy-saving lamps have great potential to enter the rural market. However, due to the differences in distribution and transportation between rural and urban areas, the promotion of high-efficiency lighting products in rural areas will become a new difficulty this year.
Xu Peixin, deputy director of the Material and Energy Conservation Center, stressed in an interview with the author that the rural market is relatively scattered and the traffic is inconvenient. This puts a comprehensive test on the after-sales service and distribution system of the winning bidders. For how to successfully realize the promotion of high-efficiency lighting products in rural areas, Xu Bin believes that after-sales service is the key.
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