After exploring the period of crossing the river by touching stones in 2012, by 2013, first-line brands at home and abroad began to enter the LED lighting market, and the battle of LED lighting channels also began. Driven by various policies, LED lighting government engineering channels are showing a hot state, but because LED lighting is an emerging industry and product prices are too high, the market terminal is still applauded.
Status and analysis of domestic LED lighting channels
Numerous capitals and enterprises have flooded into the LED lighting industry, and LED lighting production capacity is relatively surplus, which has caused the entire LED lighting industry to encounter bottlenecks in the development process. How to develop the LED lighting market has become one of the important tasks of LED companies. At present, the main channels of the LED lighting industry are engineering channels, network channels, terminal sales models that use traditional sales model distribution, agency, franchise and other cooperation, and companies invest in themselves to establish in the terminal market area specialty stores and experience stores.
The four major channels have their own advantages and disadvantages: the demand for engineering channels is high, the profit margin is high, but the coordination costs are high, the projects are scattered, and the funds are withdrawn for a long time. , The shipment is scattered and uncertain, so after-sales service is more difficult to follow up; the distribution channel can be quickly deployed, and the marketing network is rapidly expanded, but the dealer ’s profitability and loyalty cannot be controlled; the direct control channel has high controllability, The planning is good, which is conducive to brand building and after-sales service follow-up, but the initial investment is large, which has higher requirements for the company's operating reserve funds and management.
According to the survey, at present, engineering lighting is the most done in the field of LED lighting, basically the government and enterprises cooperate, or through the EMC model to implement. The network channels are mainly retailing of alternative LED light sources and LED lamps. As for the traditional distribution channels, many domestic and foreign first-class companies have started dealer meetings, investment meetings, product launches and promotion meetings. At the same time, LED lighting display experience centers and trading centers have emerged in many lamp cities. Such as Beijing Shilihe Lighting City, Wanjia Lighting, etc., Shanghai Liuying Road Lighting City, Zhongshan Jiuzhou City, Shenzhen Huaqiangbei LED Distribution Center, etc. But the information returned is that LED home lighting is not popular, and commercial lighting is barely okay in the market.
Can Channel Warfare LED Enterprises Turn Around?
As the policies of various countries tend to promote and popularize LED lighting, domestic and foreign first-class traditional lighting companies have transformed LED lighting, and traditional lighting companies and LED lighting companies have begun product development and production, marketing promotion, and channel layout. Regarding LED lighting product wars, price wars, channel wars, marketing wars, etc., there will be flames.
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