Stir from concept to practical application, LED lighting industry has not only become the highest attention to the plate, but also become the capital market, the most popular products. However, for consumers, LED and the distance between them is still very far away. One of the key reasons for this problem is to channel construction LED business also needs improvement. led high bay light supplier time is not long, has been favored by the majority of manufacturers, but the channel construction is far not keep product development and production. What channel construction Nanzaihechu how to crack LED channel construction business problems? -
LED lighting industry a "blowout"
2008 was a watershed in the development of China's LED industry. This year, LED been widely applied to the Beijing Olympic venues construction, dreamlike visual feast is still very vivid in my mind. In recent years, the domestic LED industry ushered in the spring. Under the impact of the global financial crisis, businesses are more or less affected. However, LED lighting industry is not only not affected, but in the strong pull of the National 4 trillion yuan of investment showing skyrocketed. According to the relevant departments to preliminary estimates, in 2010, China's LED lighting industry output value has exceeded 150 billion yuan, more than doubled compared to 2008. LED lighting industry is growing so quickly, mainly due to the following three factors: First, the market demand-driven rapid technological progress, a substantial decline in production costs, LED lighting applications market is very huge business opportunities. In 2009 the world are in the promotion of LED lighting, LED lighting has received the full application and promotion areas with lighting and street lighting, corridor lighting in the car. In attracting and motivating the market, LED pace of technological progress continues to accelerate, the product price increased year by year, the production cost is 30% of the annual rate of decline, which greatly reduces the LED lighting to replace traditional lighting cycle.
Secondly, the global industry to accelerate the shift to emerging countries and regions. With the continuous development of the LED market, LED rapid increase in the number of enterprises, increasing competitive pressure. In order to enhance their competitiveness, the global LED industry, the emergence of new trends in the transfer. In the high-end chain in Japan, China Taiwan region the United States, Europe, and the downstream industry chain, and South Korea, the relevant industry chain will gradually shift to the mainland China and Malaysia, which is the development of LED industry in China offers new opportunities. Most noteworthy is that the country's continuing support for the LED industry has become the largest power LED lighting industry. Back in 2003, the "National Semiconductor Lighting Project" Coordination Leading Group was established, marking the official launch of National Semiconductor Lighting Project. March 22, 2004, established the National Semiconductor Lighting Coordination Leading Group. In 2009, China has expanded the "Ten thousand ten cities" program to promote LED street lighting demonstration. At the same time in 2009 introduced the "electronic information industry restructuring and revitalization plan", the semiconductor lighting in a relatively high position. To further promote green lighting project to promote China's LED lighting energy industry healthy and orderly development, in November 2010, the National Development and Reform Commission, the Ministry of Housing and Urban Construction, Ministry of Transport jointly organized semiconductor (LED) lighting demonstration project tender Zhejiang sunshine, the history of Ford lighting and NVC and other 28 companies short-listed. Promote these three factors are important, but the LED lighting industry to achieve sustained and rapid development, companies must make a big issue in the channel.
Channel construction progress is slow
LED industry in the slow speed of the sound development of China's LED business opportunities and channel construction in stark contrast. Currently, the professional management of LED lighting manufacturing companies have thousands, but in the end of the market, specializing in LED products operating businesses are few, most dealers also just put LED products as a "supporting role" to deal with.
Asked him what so clear, as there is water flowing. How to improve the degree of channel development, and manufacturing companies to control the level of product quality is closely related.
It is particularly worth mentioning is that the instability and lack of product quality after-sales service, so that the individual channels have relatively complete construction business playing with toys. As early as 2003 years ago, the channel construction of some LED lighting business has achieved initial success, but because of the quality of products is not stable enough, coupled with inadequate service, manufacturers and traders often thus creating friction until broke up. Just as energy-saving lamps into the rural markets, the first to enter the rural market because of energy-saving lighting products of poor quality, change frequently, therefore, in a very long period of time left to consumers' energy saving lamp does not save money, "psychological shadow, which makes energy-saving lamp enterprises later when to enter the rural market suffered terribly.
Channel status LED for construction companies, senior marketing planner Mr. He Si believes the root of the problem is that company's product positioning is not clear. On the one hand, large enterprises pursuit of large, whether it is outdoor lighting or indoor lighting, whether it is power or low power, as long as the LED is on; on the other hand, small business is "hungry", who can make money do. Product positioning is not clear, channel construction will not start. After all, different products, applications in different fields, dealers target companies choose different nature. It is understood that, at present, the vast majority of domestic LED enterprise product is only applicable in the outdoor lighting engineering and shops and, therefore, for them, the channel construction is not so urgent matter.
High-tech products are LED business channel construction of an indirect factor in the slow progress. Lighting product technology content is relatively low, generally clerk can speak clearly, and LED products, there is no certain technical skills, it is difficult to convince customers. Last year, I came across such a fresh case: A salesman Shenzhen, a cross bar LED business to a business according to business marketing piece LED light source, the exchange process, a series of technical problems that business owners and engineers proposed order the man's face sweat and sweat. Of course, there are many dealers in the industry knowledge of LED technology, this is certainly not as good as business owners and engineers, it will not make much of professional technical problem, but as a salesman, not in-depth understanding of their own products, to be successful it was extremely difficult to sell, even if they can put the dealer to Mongolia, and it was only a hammer for sale only.
According to industry vendors generally reflect the price is a key factor directly affects the rate of adoption of LED lighting products, and a lamp, even though the total cost of LED lamps (including acquisition costs + energy costs + maintenance costs + disposal costs) than incandescent and fluorescent low, but consumers still purchase cost of the selection criteria, and do not care about high quality or versatility.
In this channel is king of the times, no matter how difficult the channel construction, the cost is very high, companies have to take that step, otherwise, do bigger and stronger brands can only sit at home and slogan shouting numerous.
Traditional channels is difficult to carry LED
Although many companies still rely on LED shopkeeper survival mode, but for channel construction LED business, many business owners have their own ideas. Profits Fall lighting, general manager Guohua Guo believes that the automotive industry 4S shop mode [including sales (Sale), parts (Sparepart), Service (Service), feedback (Sur-vey)] is the future of led high bay light for sale companies can give it a try mode. It is particularly worth mentioning is that many companies in the current products and technologies is not particularly mature, there is no perfect after-sales service as a support, even though it will soon fall apart channel construction.
Traditional channel model to run LED products sure the game. Professor Qiu, future LED channel model should be combined air-ground form, that "branding model projects + + + effectiveness of program service experience," where branding combine online and offline to do, a lot of boilerplate Projects mainly through the on-line display, and service experience and effectiveness of programs must be realized through the line.
Different LED business, its channel Weapen not the same. LED light source such as a business, can be considered a good match with the traditional lighting of a strategic alliance, a borrowed boat, quick access through traditional channels to market terminals. For LED lamps for civilian enterprises, the traditional channel model is also not a bad idea.
No comments:
Post a Comment