[Text / high-tech LED - lighting and market September issue Qiu Zuling]
The National Development and Reform Commission, the Ministry of Commerce, the General Administration of Customs, the State Administration for Industry and Commerce, and the General Administration of Quality Supervision, Inspection and Quarantine jointly issued the "Announcement on the gradual ban on the import and sale of ordinary lighting incandescent lamps", and decided to phase the power according to the power from October 1, 2012. Import and sale of ordinary lighting incandescent lamps are gradually prohibited. This will undoubtedly accelerate the development of the LED market at the national level, and the channel will undoubtedly become a weapon for LED lighting companies to compete for market opportunities.
"High-tech LED" reporter learned from the local market in Chengdu that there are many dealers operating LED indoor lighting products in Chengdu, Fuhe Bridge, Chenghuang Temple, Yingmenkou and other lighting markets, and at the beginning of this year, the market still Only LED landscape lighting products.
"The company's current channel layout is based on engineering, supplemented by designers, stores, and design institutes. The president of Sichuan Xinli Light Source Co., Ltd., said Chen Rongdong, the current LED lighting is only based on engineering, but The dark battle of sales channels has started.
So in today's market situation, how should we fight this channel to fight the market and win the market?
First, the quality of sales staff is good.
In the traditional lamp sales process, sales people generally rely on hidden means such as singing, drinking, drinking and pulling relationships. Sales personnel lacking professional and technical quality have not adapted to the new LED lighting market.
The technical team of traditional lighting is mostly ignorant of the product advantages and technical aspects of LED lights.
A buyer told reporters that because LED lamps are related to the energy-saving majors of purchasers, many units have assessed the usefulness of electrical indicators, so the purchaser will carefully select reliable LED lamp manufacturers, so that in the event of failure, after-sales maintenance Guarantee. "If the sales staff doesn't know about the LEDs and masters the professional knowledge of their own products, then let us be convinced by the purchasers and cooperate with them."
Second, form a professional dealer team.
LED lighting is the future trend, but the current mainstream in the market is still traditional lighting. So how do these traditional lighting manufacturers make the transformation of LED lighting companies, especially attracting attention.
As we all know, in the past, NVC Lighting wanted to replicate the experience of not investing in R&D in the LED industry: if OEM OEM is the breakthrough, don't invest in equipment, research and development investment, and don't need to spend a lot of money to raise a large number of employees. However, LED lighting is different from traditional lighting. NVC's control ability for second- and third-level engineering dealers is not strong. The reason is that the company does not have its own core products in the field of LED lighting.
"High-tech LED" reporter learned from an engineering agent in Chengdu Jinfu Lighting City that although NVC Lighting has LED lighting products, the amount is very small. "We mainly do energy-saving lamps, consumers come to buy NVC lighting, we mainly promote energy-saving lamps."
Since then, the reporter visited Chengdu Bayi Lighting City, Fuhe Lighting City, brilliant lighting city and other stores to understand that the original part of the NVC lighting dealers have begun to consider other LED products on the other side.
Therefore, many traditional lighting companies still use the original channels to sell LED lights when there are many difficulties, so how to quickly form a professional dealer team becomes very important.
Third, fish and bear's paw can't have both, and we need to focus on it.
When interviewing some lighting enterprises in Chengdu Gaoxian Industrial Park, the reporter learned that the current energy-saving lamp lighting is in the mature stage of the market through the phasing out of the previous incandescent lamps. However, it faces the development challenges of LED in the future, and the choice between energy-saving lamps and LED lighting in the terminal market is very difficult.
On the one hand, the future market is LED lighting; on the other hand, the current LED market is still chaotic and the prices are uneven. These two factors have been plaguing Chengdu's traditional lighting companies that are considering transformation.
However, it is undeniable that the channel war of LED lighting has quietly started, and the sales of related products of the company have also shown a trend of continuous growth. According to statistics from the High-tech LED Industry Research Institute (GLII), in 2011, there were more than 30 companies in the domestic LED lighting business with sales exceeding 100 million yuan, and the overall output value of LED lighting increased by more than 30% compared with last year.
Therefore, enterprises must be cautious in the future. It is important to remember that fish and bear's paws cannot be combined.
Fourth, first grasp the project case.
Today's LED companies still have some difficulties in engineering channel expansion. Because the designers of engineering channels generally do not know enough about LED products, then enterprises must “be a teacher†and “sell thingsâ€. Especially for companies that do not have a deep designer user base, past success stories are particularly important.
If a company does not have a successful case, then there will be few engineers who have the courage to "eat crabs" and will retreat. So the project channel is very important.
Finally, try to avoid price wars.
High-end enterprises with clear positioning will not go to price wars. If a company decides to participate in a price war, it must strictly control other production, management, and marketing costs, including brand marketing expenses. Therefore, once a company is involved in the price war, brand building will not be discussed.
In short, the channel will become the protagonist of the LED lighting market for a long time in the future.
The National Development and Reform Commission, the Ministry of Commerce, the General Administration of Customs, the State Administration for Industry and Commerce, and the General Administration of Quality Supervision, Inspection and Quarantine jointly issued the "Announcement on the gradual ban on the import and sale of ordinary lighting incandescent lamps", and decided to phase the power according to the power from October 1, 2012. Import and sale of ordinary lighting incandescent lamps are gradually prohibited. This will undoubtedly accelerate the development of the LED market at the national level, and the channel will undoubtedly become a weapon for LED lighting companies to compete for market opportunities.
"High-tech LED" reporter learned from the local market in Chengdu that there are many dealers operating LED indoor lighting products in Chengdu, Fuhe Bridge, Chenghuang Temple, Yingmenkou and other lighting markets, and at the beginning of this year, the market still Only LED landscape lighting products.
"The company's current channel layout is based on engineering, supplemented by designers, stores, and design institutes. The president of Sichuan Xinli Light Source Co., Ltd., said Chen Rongdong, the current LED lighting is only based on engineering, but The dark battle of sales channels has started.
So in today's market situation, how should we fight this channel to fight the market and win the market?
First, the quality of sales staff is good.
In the traditional lamp sales process, sales people generally rely on hidden means such as singing, drinking, drinking and pulling relationships. Sales personnel lacking professional and technical quality have not adapted to the new LED lighting market.
The technical team of traditional lighting is mostly ignorant of the product advantages and technical aspects of LED lights.
A buyer told reporters that because LED lamps are related to the energy-saving majors of purchasers, many units have assessed the usefulness of electrical indicators, so the purchaser will carefully select reliable LED lamp manufacturers, so that in the event of failure, after-sales maintenance Guarantee. "If the sales staff doesn't know about the LEDs and masters the professional knowledge of their own products, then let us be convinced by the purchasers and cooperate with them."
Second, form a professional dealer team.
LED lighting is the future trend, but the current mainstream in the market is still traditional lighting. So how do these traditional lighting manufacturers make the transformation of LED lighting companies, especially attracting attention.
As we all know, in the past, NVC Lighting wanted to replicate the experience of not investing in R&D in the LED industry: if OEM OEM is the breakthrough, don't invest in equipment, research and development investment, and don't need to spend a lot of money to raise a large number of employees. However, LED lighting is different from traditional lighting. NVC's control ability for second- and third-level engineering dealers is not strong. The reason is that the company does not have its own core products in the field of LED lighting.
"High-tech LED" reporter learned from an engineering agent in Chengdu Jinfu Lighting City that although NVC Lighting has LED lighting products, the amount is very small. "We mainly do energy-saving lamps, consumers come to buy NVC lighting, we mainly promote energy-saving lamps."
Since then, the reporter visited Chengdu Bayi Lighting City, Fuhe Lighting City, brilliant lighting city and other stores to understand that the original part of the NVC lighting dealers have begun to consider other LED products on the other side.
Therefore, many traditional lighting companies still use the original channels to sell LED lights when there are many difficulties, so how to quickly form a professional dealer team becomes very important.
Third, fish and bear's paw can't have both, and we need to focus on it.
When interviewing some lighting enterprises in Chengdu Gaoxian Industrial Park, the reporter learned that the current energy-saving lamp lighting is in the mature stage of the market through the phasing out of the previous incandescent lamps. However, it faces the development challenges of LED in the future, and the choice between energy-saving lamps and LED lighting in the terminal market is very difficult.
On the one hand, the future market is LED lighting; on the other hand, the current LED market is still chaotic and the prices are uneven. These two factors have been plaguing Chengdu's traditional lighting companies that are considering transformation.
However, it is undeniable that the channel war of LED lighting has quietly started, and the sales of related products of the company have also shown a trend of continuous growth. According to statistics from the High-tech LED Industry Research Institute (GLII), in 2011, there were more than 30 companies in the domestic LED lighting business with sales exceeding 100 million yuan, and the overall output value of LED lighting increased by more than 30% compared with last year.
Therefore, enterprises must be cautious in the future. It is important to remember that fish and bear's paws cannot be combined.
Fourth, first grasp the project case.
Today's LED companies still have some difficulties in engineering channel expansion. Because the designers of engineering channels generally do not know enough about LED products, then enterprises must “be a teacher†and “sell thingsâ€. Especially for companies that do not have a deep designer user base, past success stories are particularly important.
If a company does not have a successful case, then there will be few engineers who have the courage to "eat crabs" and will retreat. So the project channel is very important.
Finally, try to avoid price wars.
High-end enterprises with clear positioning will not go to price wars. If a company decides to participate in a price war, it must strictly control other production, management, and marketing costs, including brand marketing expenses. Therefore, once a company is involved in the price war, brand building will not be discussed.
In short, the channel will become the protagonist of the LED lighting market for a long time in the future.
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