Channel is the king of the first to explore the development opportunities LED lighting channels

With advances in technology, LED lighting products are gradually entering the mainstream lighting field, the key period of market demand also entered the ready. At the same time, the huge market prospects also stimulate the domestic and foreign enterprises to seize the lighting market, the increasingly fierce competition. Channel is king, the first "docking customers of LED lighting depends on the channel, the channel is the premise of industry growth of LED lighting products acceptance and promotion, channel construction is an important catalyst product promotion.

LED lighting business channels can be divided into: Engineering (invisible) channels and distribution channels, channel engineering (distribution) of customers are government, enterprises often play the "comprehensive service provider" role, need to coordinate various relations, follow up. The drawback of this model is that the project is scattered, long period of capital return. Distribution channels need to achieve face end customer sales model by distribution, agency, franchise and other partners, the advantage of this model is to achieve rapid layout, product marketing network "blossom everywhere", and quickly occupied the field of consumption, and can save the company's marketing cost. The disadvantage is that the dealer profitability and loyalty can not control, if there is not enough attractive investment policies, or after joining in the short term is not profitable, dealers have to evacuate or turned on is also a common phenomenon. Whether it is self built channels or to help dealers to develop engineering and distribution market, channel construction is the focus of attention and focus of each enterprise.

Numerous enterprise construction investment channels in the concern and attention, through our research, more concentrated problems in Corporation in the channel construction in the following aspects:

1, the lack of experience: LED lighting is a new industry, the industry characteristic of the strong, experience less, there is no feasible investment channels to follow the articles of association.

2, low awareness: many consumers do not really understand the LED lamps, overall LED industry awareness is not high, this is a direct result of a lack of confidence in many dealers; stores of LED products is not fully recognized and accepted, now open LED stores, exhibition display function is greater than the channel construction function.

3 kinds of products, less: the present stage LED lighting products is relatively small, is not enough to hold up the store, when consumers do not have much choice, this is also a lot of LED brand has yet to the shop to buy the main reason.

4, product prices are generally high: This is the bottleneck of LED investment channels, high price constraints, leading many consumers of LED lamps "at a distance", so the enterprise should lower the threshold, to fit the consumers can accept the price.

5, service system has not been formed: once the channel is formed, it means that LED from production to sales of all the links are to be smooth, but the professional personnel of the LED industry, whether it is professional sales personnel or maintenance personnel are scarce, in lack of talent at the same time many dealers considering regional operations all kinds of uncertain factors, and has yet to carry out investment layout.

6, the quality of the products: irregular market downturn led to increasingly fierce competition at the same time, some irregularities have begun to rise, the inferior products attract consumers "hooked" not responsible for some of the characteristics of the enterprises, consumers do not have professional knowledge, low quality LED products flooding the market, resulting in adverse effects of users and negative word-of-mouth propaganda.

In addition to the above reasons, the social environment influence on enterprise LED is obvious to people. Real estate regulation and control of the impact of the relevant industries, including lighting lighting market, leading to lower profitability of operators, since last year, the lighting market on a deserted state, a direct impact on the LED lighting market. The LED lighting industry is also true in the investment market hot and cold state, such as the Letizia lighting marketing director also said: "the channel construction needs a good mode of operation and financial support, the enterprise will consider their own funds, hold calm attitude on channel construction. "So, in the process of the LED layers of difficulties, enterprises should be how to improve the construction of channels?

One step ahead of market segments

Tang took after all the hardships, even in the face of these difficulties, LED lighting companies also can not slow down the pace of the construction of channels, in the future, LED is still the domestic lighting market the biggest piece of cake, the enterprise must advance the layout, can not miss.

For business investment and channel construction, many industry insiders and marketing experts have given many solutions:

, 1 market segments, improve the added value of the products, at this stage of the LED lighting, not only in the general lighting market, lighting, lighting, agriculture and entertainment sports lighting, commercial lighting, medical lighting, enterprises can not the pursuit of 'large', but to do deep in the field of fine good and familiar. In order to attract spectators' 'resourceful cheers. In addition to expand business in the area of market segments, further efforts to increase the added value of products to meet customer demand, create brand, thereby enhancing the reputation and competitiveness of the industry.

2, from selling products to selling concept, we see the domestic enterprises or in display products, to sell products to sell products, but the international companies are selling "concept", is a kind of experience and enjoy, such as the exhibition in the PHILPS Pavilion, shows the overall intelligence and art of solving plan. GE's special exhibition hall does not display products, but displays and points