LED is done today, it is not difficult to accumulate some products. The hardest thing is how to sell it. At present, with the intensification of competition, the challenges faced by enterprises are becoming more and more serious. Especially when “channels†become obvious shortcomings for LED enterprises, more and more CEOs have placed more important positions. Obviously, In this era of "channel is king", how to establish a more advantageous business model, especially the expansion of marketing channels, how to highlight the encirclement and win the market has become a common concern in the industry.
On the one hand, the anxiety and lack of control of LED lighting companies, on the other hand, the wait and see of traditional lighting companies. If the application of LED in the field of lighting is focused on road lighting, landscape lighting and display field, LED lighting manufacturers can not constitute a threat to traditional lighting companies even if they have great professionalism and advantages, but once LED enters the indoor commercial field, Then the traditional lighting lighting company's cheese, the channel conflict will become more and more obvious, but also indicates that the production enterprise marketing channel model needs to be transformed. The momentum of rushing or merging is self-evident.
Now LED is in the process of popularization of science. The LED market is in the chaotic competition in the early stage. At this time, whoever seizes the channel, who is the winner in the future, actually the advantage of the channel is not only that, but also in the early stage of development. The channel is also a double-edged sword, so you must look at the direction when you perform it, and look long-term, avoid rushing for success, self-destruct brand!
The advantage of LED at this stage is that some engineering users have already had a certain understanding of LED, and quite a part of it is recognized. With the continuous development of LEDs, I believe this trend will become more and more obvious. At present, the main customers of LED are generally divided into engineering users and distributors. Most of the engineering users are large-scale power consumers, and they purchase directly through bidding, or Party A directly purchases from the lighting market, and prefers to use the purchaser as the designated supplier in the future replacement process. From this we can see its consumer psychology:
1. Be good at purchasing well-known brands, and do not want to replace lamps frequently because of low prices.
2, energy saving is the point of appeal, and today's LED price is high, the replacement cost is very large, so engineering users choose experimental replacement in some areas.
When engineering users choose LED lamps, most of them are passively accepted. Even through the promotion of door-to-door or telemarketing, it is only suitable for promotion in a small scope, because many engineering users across the country cannot send business personnel to visit one by one. Then active bidding and channels have become the key to the development of LED enterprises, and only the marketing of distribution channels can make LED enterprises continue to develop.
However, most LED manufacturers have positioned circulation channels as the lighting market. In fact, this practice is the most traditional and most direct, but this positioning has led to the simplification and difficulty of channel vendors, because they have long been engaged in energy-saving lamps. It is difficult for industry luminaires to directly transform into LED agents. In the same lighting market, because the LED brand is too concentrated, resulting in strong contrast, then LED has no special advantage, it is difficult to develop a number of franchise partners in the same lighting market, the same traditional lighting manufacturers even if they cooperate It is difficult to use a single LED company as a designated supplier, so this promotion is very difficult.
Source of this article: Guo Huaguo, Managing Director of Zhongshan Congguang Lighting Technology Co., Ltd.
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