Depth analysis of LED lighting channel construction direction

At present, with the progress of technology, LED lighting products are gradually entering the mainstream lighting, market demand has entered a critical period of readiness. 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.

In 2012 Chinese (Beijing) a "boom" International Lighting Exhibition, many enterprises played: "at home and abroad Chengzhao agents", "Recruitment agents" and other slogans, reflecting the LED Lighting Companies in the channel construction efforts, but the reality is that these enterprises in this area is facing heavy pressure and difficulties.

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. Many companies are paying attention to and attach importance to the construction of investment channels, through our research, enterprises in the construction of the channel is more concentrated in the following areas:

1, lack of experience: LED lighting is an emerging industry, its industry characteristics are strong, you can learn from the experience of less, there is no viable channel merchants can follow.

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 in the channel construction function.

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