[Source: "High-tech LED-Lighting Market" June issue] On the road of the tour, a guest speaker told such a story. Ten years ago, with a backpack of lanterns to go to Hong Kong, you can exchange Hong Kong dollars for a backpack. , no sales at all. Now, the world has changed. Perhaps, you drive out the light bulb of a truck, and only the light, deferred payment list is available.
Lighting companies can not sell products, there are many excuses, such as the European debt crisis has affected the export of lamps, the tightening of the money has led to a shortage of corporate funds, the regulation of the property market has caused the lighting market to be depressed, the home lighting market has not opened, and so on.
Today, many companies have not changed from waiting. They are waiting for the "winter" to wait for the arrival of spring, or hope that the policy will save the market.
It is true that the products can not be bought, there is no market, after all, there is government support, a large number of hotels, restaurants, specialty stores, nightclubs, chain stores, which is the world's largest "consumer group."
Since the market is not too big a problem, is the problem in the marketing channel?
At present, the channels of LED lighting enterprises are mainly based on engineering design invisible channels and dealer channels.
The engineering design channel is oriented to the government and large commercial organizations and needs to coordinate many relationships. This requires the company to have strong strength, strong government background, and strong brand influence. However, all of this, for most of the domestic LED lighting companies, still can not touch the soft underbelly.
Distribution channels use distribution, agency, and franchise to directly face end customers. Due to the lack of control over the profitability and loyalty of dealers, if the incentives of investment promotion policies are insufficient, or if they are not profitable in the short term after joining, the cases of dealers withdrawing or turning around are everywhere.
For all non-OEM LED lighting companies, channel layout is an urgent task. Fei Ge asserts that enterprises that have nothing to do with distribution channels before 2013 have an opportunity to grow and develop; in the next three years, the channel will determine the winners of this war of traditional lighting and LED lighting.
Therefore, Gaogong LED has conducted research on nearly 5,000 lighting distribution stores nationwide since September last year, and found that more than 50% of dealerships distribute LED lighting fixtures in whole or in part.
At the beginning of the year, Gaogong LED will set this year as the channel year, hoping to help some LED lighting companies to open sales channels, thus helping to open the entire industry's seaport. We know that our strength is very small, but how much can be done, even if it is better than nothing. This is also the main work that the journal wants to do, to establish a communication channel for enterprises, designers, distributors and users.
Beginning in April, Gaogong began the third long march once a year, and conducted a nationwide channel tour survey in March. Up to now, it has successfully completed seven cities (Beijing, Xi'an, Nanjing, Hangzhou, Shanghai, Chengdu, Chongqing), and held seven seminars on lighting design and channel development, allowing lighting manufacturers, designers and dealers to meet face to face. Exchange, share the classic case of LED lighting design, and jointly explore the LED marketing channel model, in order to solve the confusion of enterprises, designers and distributors.
First of all, the confusion of the business. Companies that focus on improving product quality are struggling to find quality distributors. Faced with the assembly of the road, the low-cost rampage of the lighting terminal market, the pressure on the companies involved in this tour.
Second, the designer's confusion. LED lighting is undoubtedly the mainstream of future lighting. However, the designer still knows very little about the characteristics of LEDs. Whose lighting fixtures are good, how to use the characteristics of LED lighting to design lighting effects different from traditional lighting, these designers who deal with the owners do not understand, and The owner listens to the designer.
Again, the dealer is confused. LED lighting has a broad future. However, the brand of the dealership will have both a future and a money, and they do not know. Therefore, they chose to sell low-end products, and the monk of the heavens knocked on the clock.
All these confusions, on the way to the national tour, we have found some answers, more answers can only be found through exploration in the continuous advancement.
In June, Gaogong LED tour will also go through three cities of Shenzhen, Guangzhou and Changsha to spread the LED lighting design concept and continue the basic work of laying channels.
LED lighting has to overcome traditional lighting, and there are still eight years to go, but this is a road without turning back, we will continue to go. I believe that the road is getting wider and wider, and the confusion is getting less and less.
The road is long and the road is long, and I will go up and down.
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