Discussion: crack LED lighting industry channel construction problems

Led launch time is not long, has been favored by the majority of manufacturers, but the channel construction is far behind on product development and production. Whether it is hype or practical applications, LED lighting industry has not only become the focus of attention in the sector, but also become the most favored capital market products. However, for consumers, the distance between LED and them is still far away. One of the key reasons for this problem is that the channel construction of LED enterprises need to be improved. What are the difficulties in the construction of the channel?

LED lighting industry continued to develop from the channel construction efforts

2008, is China's LED industry development watershed. This year, LED is widely applied to the Beijing Olympic Games venues, dreamlike visual feast is still visible before the eyes. In recent years, the domestic LED industry ushered in the development of spring. Under the impact of the global financial crisis, all walks of life are more or less affected. However, the LED lighting industry has not been affected, but in the country under the strong pull of 4 trillion yuan investment showed a straight upward trend. According to preliminary estimates of the relevant departments, in 2010, China's LED lighting industry output value has exceeded 150 billion yuan, compared with 2008 doubled. LED lighting industry is developing so fast, mainly due to the following three aspects: first, the market demand to promote the rapid progress of technology, the production cost is reduced greatly, the application of LED in the lighting market is huge, Unlimited Business Opportunities. In 2009, all countries in the world to promote LED lighting, LED lighting has been in the field of automotive lighting and street lighting, lighting and other areas of the corridor to obtain comprehensive application and promotion.

To attract and promote in the market, LED technology progress in accelerating the pace, the product price is increasing year by year, the cost of production declined at an annual rate of 30%, which greatly shortens the cycle of LED lighting to replace the traditional lamp. Secondly, the global industry to accelerate the transfer of emerging countries and regions. With the continuous development of the LED market, the rapid increase in the number of LED enterprises, increasing competitive pressure. In order to enhance their competitiveness, the global LED industry transfer has emerged a new trend. Downstream in the industrial chain of high-end Japan, Europe and the United States, the industry chain in the Taiwan area, Chinese South Korea, will gradually transfer to the relevant industry chain China mainland and Malaysia, which provides new opportunities for the development of LED industry China. It is worth mentioning that the country's continued support for the LED industry, the biggest driving force for the development of LED lighting industry. As early as 2003, the national semiconductor lighting project coordination leading group was established, marking the official launch of the national semiconductor lighting project. March 22, 2004, the establishment of the national semiconductor lighting coordination leading group. 2009, China has expanded the Ten City million program to promote the demonstration of LED street lighting. At the same time, in 2009 the introduction of the electronic information industry restructuring and revitalization plan, the semiconductor lighting in a relatively high position.

In order to further promote the green lighting project, to promote the health of China's LED lighting energy industry development, in November 2010, the national development and Reform Commission, the Ministry of housing and urban construction, the Ministry of transportation jointly organized semiconductor (LED) lighting products application demonstration project bidding activities, Zhejiang Jiang Yangguang, history of Ford lighting and NVC listed 28 companies. The above three factors is important to promote, but the LED lighting industry to obtain sustained and rapid development, enterprises must be bigger in the channel.

LED industry channel construction situation is not ideal

LED industry in the domestic good development opportunities and the slow pace of LED enterprise channel construction form a strong contrast. At present, manufacturing enterprises specializing in LED lighting has thousands of home, but in the end of the market, professional LED products businesses are scanty, the vast majority of dealers also just put the LED product as a "supporting role" to deal with. How to improve the level of channel construction, and the quality of manufacturing enterprises to control the level of closely related.

It is particularly worth mentioning is that the lack of product quality stability and customer service service, once the individual channel construction relatively perfect enterprises frustrated. As early as 2003, some of the LED lighting business channel construction has achieved initial results, but because the product quality is not stable enough, coupled with the customer service service is not perfect, manufacturers and businesses often produce friction, until the part. Just as the energy-saving lamp into the rural market, due to energy-saving lamps products first to enter the rural market of poor quality, change frequently, therefore, in a very long period of time left to the consumer "energy-saving lamp energy-saving does not save money" psychological shadow, which makes the energy-saving lamp enterprises to enter the rural market in later suffered bitterness.

For the current situation of LED enterprise channel construction, senior marketing planner Mr. Hos believes that the root cause of the problem lies in the company's product positioning is not clear. On the one hand, large enterprises in the pursuit of large, whether or outdoor lighting, indoor lighting, whether large or small power, power, as long as it is LED; on the other hand, small enterprises are "hungry", who can make money to do. Product positioning is not clear, the channel construction can not start. After all, different products, applications in different areas, the company chose the dealer object naturally different. It is understood that, at present, the vast majority of domestic enterprises LED products are only suitable for outdoor lighting engineering and shopping malls, therefore, for them, the channel construction is not so urgent thing.

Product technology includes