| Among trade lighting products, 75% sales share comes from tube, bulb, energy saving lamp and magnetic ballast, which have the typical characteristics of low cost and quick circulation. The wholesale channel is always the most important and preferred sales way for each manufacturer of trade lighting products. During the mature phase of quick circulation products to the market, the key annoyance for each manufacturer and dealer is CROSS SALE. Cross sales brings the out of control of wholesale channel. As a result, dealers are frustrated by profit loss and their sales motivation drops as well. At the same time, manufacturers will face bottleneck of continuous development caused by nonstandard channel network, unstable and faithless dealers and losing partners. Thereby, the key issue for quick circulation products manufacturers and dealers to face and solve is how to set up and maintain the wholesale channel so that sales network can be expanded stably and continuously, on the other hand, cross sale can be prevented.FLP lighting company, as the leader in the trade lighting market, is facing a serious problem, such as turnover stagnant, sales people demoralized and dealers' complaints.In this paper, FLP lighting company was taken as object to analyze the possible reasons of cross sales according to the turnover status in the past ten years and the current situation. Around the central problem regarding to how to avoid cross sales, develop turnover and invigorate sales people and dealers, this paper raised some practical measures on the reform of wholesale channels and maintenance, which is under the guide of some related theories, such as marketing, management of sales channels, etc. Aiming is to find the solution way to avoid cross sales, continuously develop turnover and ensure the win-win result between manufacturers and dealers. |
