Channel resources is a powerful bargaining chip for the LED Market

Lighting industry known as "channel is king" argument, which reflects the channel resources occupy the dominant position in the lighting market. Indeed, in the commodity economy environment, a good product if there is not a feasible channel model is matched with the promotion of sales, the advantage of this product is easy to no echo. At present, with the increasing competition in the LED market, enterprises are facing more and more severe challenges, "channel strategy" has been more and more enterprise managers are placed in an extremely important strategic position. Obviously, in the implementation of the channel is king era, how to establish a more competitive business model, especially the expansion of marketing channels, how to win the market and tight encirclement, has become a matter of concern in the industry. Enterprises in order to gain a foothold in the LED market, we must strengthen the construction of LED channels.

The current four channels are short board

At present, China's LED Lighting Companies in the domestic product sales channel model can be roughly divided into four categories. The first category is the engineering construction (including municipal and household, etc.) as the main channel for the marketing team stealth channel model. The rapid development of this channel is based on the unique characteristics of the development of China's LED market. As LED as a lighting source, its price is higher than the traditional light source, so it is difficult to rely on the light effect and life advantage to enter the mass market. However, in the government's strong push, you can carry part of the form of government demonstration projects to promote product sales. Among them, the majority of customers to the government and related units, companies often play the role of production and pre sale and after-sales service provider, the need to coordinate the government and the project launched a number of units, such as the relationship between the whole follow-up. This model is usually higher profit margins, the disadvantage is that the project is scattered and easier to form local governments in the project bidding in the local separatist state, is not conducive to the healthy development of the industry.

The second category is accompanied by the rapid development of global e-commerce and the rise of online and offline network channel mode (O2O mode). With the rapid development of electronic commerce B2B and B2C services, LED lighting companies can be directly through the portal and the three party e-commerce platform to display and promotion of LED lighting products, then the transaction through the line of product sales. Due to the low cost of the input, the model has become an important sales model for many domestic enterprises, and has been favored by many small and medium-sized enterprises. But this mode of coverage is relatively narrow, and product shipments more dispersed and with uncertainty, customer service service is difficult to follow, it is difficult to meet the enterprise scale, comprehensive development, can become one of the auxiliary channels of enterprises.

The third category is the traditional distributors, agents, supermarkets and other professional stores as the representative of the multi-level Distribution Agency model. The advantage of this model is to quickly layout, so as to realize the rapid development of network marketing, quickly occupied the field of consumption, and can save the company's marketing costs, but the disadvantage is that the dealer profitability and loyalty can not control. China's vast territory, the market demand for lighting products scattered, so this model is currently the most important lighting product sales channel model, but also the current focus of LED lighting companies actively explore and layout. However, due to the impact of LED lighting product specifications, types, quality, market acceptance and other factors, the design and construction of this channel model is still a big challenge.

The fourth category is based on self built stores and shop experience as a direct channel model. The advantages and disadvantages of this model is obvious, advantage is conducive to enterprise brand construction, high controllability, good planning, and can reduce the product cost of circulation channels, participate in market competition at a competitive price, the profit of the enterprise can be better protected. But the drawback is a large upfront investment, in the case of market demand has not yet been launched, the company's funds and a wide range of direct management of the store also put forward higher requirements.

Actively explore new channel platform

LED lighting industry to rapid development, LED lighting enterprises to become bigger and stronger, it must be bigger in the channel. As the blood vessel is the channel of human metabolism, the channel is the river of life in the market competition. The smooth flow of the river, to a large extent, affect the status of enterprises in the market and the success or failure of the product. Therefore, for LED enterprise channel construction, we give three suggestions:

First, to enhance the understanding of the characteristics of LED lighting products, for the unique advantages of LED products to establish marketing channels. Currently engaged in LED lighting products production enterprises are mostly electronics and semiconductor production transformation enterprises, many enterprises are semiconductor lighting products as semiconductor and electronic products for sale, excessive emphasis on energy and life, but ignore the characteristics of lighting products -- the most important users of optics, aesthetics and human health needs. Whether the lighting designer, or the final consumer, in addition to price, the most concern is the lighting effects, so in the process of penetrating the traditional lighting channels, in addition to highlight the characteristics of LED energy saving and long life, should also further enhance the lighting and LED lighting products valued self characteristics, seize the real advantage market.

Two to actively innovate channel model, strengthen cooperation with cross domain channel exploration. Although LED is also the lighting products, but compared with the traditional lighting products have significant