LED enterprise channel war inventory

In the rapid increase in the demand for LED lighting, lighting companies generally increase profits in the moment, LED product channel competition is becoming more intense. Open stores, build distribution channels, to join the electricity supplier channels, the major LED companies in the channel war can be described as full of energy.

Have overweight channel construction Mu Linsen, Chau Ming technology, nationstar optoelectronics and other major LED lighting companies, some of the traditional lighting brands, such as PHILPS, NVC, OPPLE lighting, three male Aurora enterprise with the advantage of its original channel, for LED lighting. In the construction of channels, Tsinghua Tongfang, Guangyu OPTILED lighting, light source, light source, Sony family, topopto lighting and other new LED lighting company is striking record.

Channel development: "scream" brand offensive

When the initial channel development, a good brand image is the foundation. Brand image, not only the enterprise itself to have a good brand awareness, to attract dealers. At the same time, agents, distributors should also have considerable strength, can help companies quickly expand the product to a broader market.

When it comes to brand marketing channels from the layout, the industry will always think of Wu Zhengzhe. He carried out from the Falcon and the position of marketing in Zhejiang Meyers lighting responsible person in Foshan Jiamei lighting to develop "LED replacement era" plan, to now take Yiguang lighting "scream" intensive propaganda campaign has achieved certain brand effect.

In March this year, lighting management organization management -- billion billion light official in Shanghai, the formation of the operations of the lighting business (Shanghai) Co., Ltd., and hired industry renowned marketing expert Wu Zhengzhe as general manager, officially opened the prelude to fully enter the mainland channel.

In four months, Yiguang lighting in all sorts of channel strategy is engraved with the Wushi "high high, rapid penetration of" brand marketing brand. In the early days, billion light to take the 'cry style' intensive propaganda campaign to make it in a short period of time from the industry to highlight the hustle and bustle, to achieve the 'industry said billion light' purpose. And then reduce doubts, enlarge recognition. Let the light from the beginning of the simple 'concern' gradually to rational 'cognitive'. "General manager Wu Zhengzhe said, this is the billion light brand operation strategy" open".

In fact, the current situation of LED lighting industry is still relatively accurate. It concludes: "at this stage to complete the mission of the industry is clear, product category and standard of competition, the traditional lighting products form a replacement, replacement capability, mainstream business model and the interests of the distribution chain clear rules in this stage, with a strong force to promote the product channel expansion and consolidation. Now LED industry is still not really strong terminal brand, which gives us the opportunity to appear equal, but also attracted a large number of enterprises into the channel war.

In general, channel development is a two-way choice process. For example, such a composition of the entire product in the middle and high end, the end of the customer is also a variety of industries have a certain strength of high-end customers. In the choice of agents, of course, is the first choice in the region, the industry has a certain brand awareness, and even have a certain product integration capabilities of the dealer. As for those in the low-end market, take a large distribution dealer ant tactics. Of course, want to have the strength of cooperation with the dealer, the enterprise itself has to have excellent products and brands, or not to attract well-known dealers cooperation.

In the long run, this way of opening up more in line with the future development trend of LED industry. The future of the LED market, in the so-called high-end products, high efficiency and energy saving, long life, environmental protection is the mainstream of development, with the development of technology, some low-end products will offset market shrink (and low-end products generally low profit). From this point of view, the combination is the basis of LED channel cooperation.

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