From 3 sqm to tens of millions in revenue: NVC Lighting empowers hardware (sales) channels with the 'economics of lighting'

On December 12, 2025, Old Zhang, a hardware dealer from Zhejiang Province, attended the NVC Lighting Hardware Distribution Channel Conference as an outstanding representative. During the meeting, a set of data deeply impressed him: over the past five years of developing the hardware channel, NVC Lighting has continued to deepen its penetration into the lower-tier markets. In 2025, the hardware channel achieved growth of over 30%, with 85,000 terminal outlets, more than 2,300 exclusive zones, 700 newly added in the year, and 1,500 terminals upgraded in image. At the same time, relying on the solid network built by nearly 300 dealers, it achieved deep channel下沉 (channel depth) and efficient response in regional markets.

(Dealer Conference Site 2026 Hardware Distribution Channel Major Dealer Orders Break 129 Million Yuan)

更让老张有共鸣的是，在场许多渠道商和他起点相似——曾经是普通的五金店老板，如今却实现跨越式成长：有的从夫妻店做到年营收上千万，有的从单店经营发展为区域连锁，有的成为当地建材行业的领头羊。

自2021年推出五金渠道赋能体系后，雷士照明不仅实现了业绩的稳步增长，更持续深化对8.9亿城镇刚需照明市场的洞察。今年6月，精准匹配这一需求的“金选系列”产品上市，仅用5个月销售额便突破亿元，印证了“体系赋能+产品攻坚”模式的成功。

With over 27 years of brand heritage, this brings natural trust and more efficient conversion rates to (Sales) channels and stores. "I've heard of NVC Lighting; it's a big brand." — This results in a conversion rate more than three times higher than that of niche brands.

针对五金渠道的差异化需求，品牌构建了覆盖下沉市场的家装家用、微小工程两大板块的全产品体系，真正实现一站式采购。家装家用照明包括流通类的吸顶灯、平板灯、筒灯、射灯、灯带、模组等全套产品；微小工程照明则覆盖了小商铺、小餐馆、小型办公室等场景。

In terms of operational support, this year we focus on providing covering thematic marketing, short-video traffic generation, in-store sales activation, live streaming festivals, and order conversion at trade shows, offering both online and offline support. Old Zhang learned to share lighting coordination knowledge on short-video platforms; a video titled "What to look for when choosing a study desk lamp" directly resulted in 30 orders.

What reassures him even more is NVC Lighting's stable pricing system, which effectively prevents cross-region sales and price chaos, thereby genuinely protecting the interests of (Sales) channels. "Selling NVC gives peace of mind." This has become the shared sentiment of Old Zhang and many channel partners.

(Fig.: Boss Peng's Shop)

Initially, he only set aside a 3-square-meter NVC Lighting product zone in the store to test the waters. However, as more customers entered the store to inquire about luminaires, he decisively transformed his business and fully committed to the lighting sector.

Boss Peng attributes his success to being "grounded". He discarded complex solutions, focusing on the "hard currency" most needed by neighbors, simplifying products into two categories: "for home use" and "for shop use". For residential renovations, he primarily promoted affordable and durable combinations of ceiling lights, light strips, and modules; for small street-side shops, he stocked sufficiently bright yet energy-saving fluorescent tubes, bulbs, and panel lights. This "differentiated product strategy focused on needs" not only improved customer satisfaction but also achieved steady sales growth. Meanwhile, Boss Peng persisted in setting aside time to study industry news and attend product training, quickly mastering the features and application scenarios of each product. He also shared this "grounded" product logic with downstream purchasing clients, helping them stock precisely and turn over inventory quickly, jointly solidifying and deepening lighting businesses in small towns and counties.

Now, at just over thirty years old, he is respectfully called "Old Peng" or "Brother Peng" by his clients. He remarked: "NVC Lighting has changed our trajectory. In the past, we just kept a small shop; now we are somewhat well-known in the industry."

If Mr. Peng's story proves that "mastering the product is the cornerstone of business", then Mr. Yang in Wenzhou interprets the business philosophy of "winning through service" in another way.

Mr. Yang's entry timing was unique: long before NVC Lighting began, he was already running his hardware store. In 2023, after extensive market research, he officially became an NVC Lighting distributor. Within just two years, he accumulated over 1,000 stable B2B clients, including decoration companies, electricians, and contractors.

(Fig: Boss Yang's Shop)

When sharing experiences, Mr. Yang always emphasized "Service First". He said: "I have equipped 12 delivery vans; since the launch of the 'Golden Selection' series in June this year, business has become even busier. Whether customers order for 5,000 or 10,000 yuan, or just a few hundred as walk-in buyers, I insist on door-to-door delivery. In the hardware industry, it's all about service."

Speaking of the future, Mr. Yang summarized: "Choice is more important than effort! Choose the right platform, use the right methods, and success will naturally follow. I hope to unite more peers in the future and promote industry development."

Mr. Yang's case demonstrates that in the hardware industry, ultimate service is the key to touching hearts. In Boss Hong's practice, leveraging traffic effectively opens up new horizons for growth.

Boss Hong, who runs a building materials business in Zhanjiang, Guangdong, noticed that many customers would casually ask after buying tiles and flooring: "Do you have lights?" This revealed a business opportunity to him.

In 2022, he decisively introduced NVC Lighting as an extension of the building materials business . Unlike traditional models, Boss Hong adopted an enterprise-oriented management approach, forming a professional operations team , with particular emphasis on online marketing. He established a dedicated short-video team , continuously publishing renovation cases, product reviews, and styling suggestions on platforms such as Douyin and Xiaohongshu, accumulating tens of thousands of precise followers. These contents not only shaped a professional image but also directly drove online followers to convert into offline customers who visited the store to purchase NVC Lighting products .

(Fig.: Boss Hong's Shop)

"NVC Lighting has provided us with high-quality products and service support; our job is to sell them in innovative ways," he said. "Being a passive merchant is a thing of the past; actively connecting with customers is the future. Only by combining online and offline channels can we grow stronger and bigger."

Some have turned a tiny 3-square-meter corner into a world of tens of millions in revenue; some, through their persistence in 'sending a lamp and adjusting a beam of light', became the neighborhood's trusted 'lighting consultant'; others simply shared their lighting coordination insights, causing orders to flood from the cloud to the store...

From ordinary dealers to million-level partners, NVC Lighting is helping them achieve a profound leap from 'business' to 'career': from simply selling goods to providing lighting solutions; from passively waiting for customers to actively marketing and connecting with traffic across all channels; from operating alone to integrating into the brand ecosystem to share growth; evolving from 'peddlers' to 'lighting experts', earning respect through professionalism and accumulating wealth through reputation.

This, precisely, is the answer chosen by 85,000 terminals. It began with selling lights and culminated in a career —not merely a business, but a value-creation journey that illuminates others while lighting up oneself.