LED enterprises can grasp the focus of the channel competition?

"LED is not only an electronic product, its own consumer goods attributes are also widely accepted by the market. But no matter how the concentration of the industry to improve, it can be predicted that the channel is still the focus of future business. An industry source told the China Securities Journal reporter.

In November 21st, KingSun announcement, the company intends to invest 40 million 399 thousand and 500 yuan in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hefei, Zhengzhou, Shenyang, Xi'an nine city set up a regional marketing management center, marketing management platform construction nationwide. Insiders pointed out that this investment has accounted for about half of the KingSun three quarter profit decline, profits in the industry background, the enterprises pay more attention to the channel of this remarkable.

LED, a listed company executives who do not want to be named, believes that LED is still a typical project driven industry in the short term, about 70% of the revenue from the project channels, the channel will be the focus of competition. In addition to the upstream equipment, LED industry as a whole is not high threshold, which makes the channel resources will determine the extent to which the enterprise can do. In recent years, with the increase in the concentration of the industry, the number of enterprises in the industry has begun to narrow.

Guangri shares a person in charge told the securities company China, LED basic purchasing imported from OSRAM and other companies, in the sales price does not have the advantage, but rely on the powerful channel resources, with higher margin products can still maintain high profit. "But this year has a lot of pressure, we must through various channels to get around the first hand the tender information, the major manufacturers of the project competition is fierce, a hot project usually need to take down the head broken and bleeding. "

LED another new channel can not be ignored electricity supplier. Data show that OPPLE lighting, Aldo, Chau Ming Hanyuan lighting brand "double eleven" during the sales exceeded ten million yuan. Chau Ming Technology (300232) brand director Mei Zhimin said, Chau Ming Hanyuan brand LED lighting products "double eleven" sales greatly exceeded expectations, "double eleven" began after one hour sales gains 3 million yuan, up 24 points, total number of transactions has exceeded twenty thousand, sales have reached 21 million 420 thousand yuan. Many manufacturers in the industry with the help of double eleven through the electricity supplier to the backlog of products were concentrated in the low inventory.

Guan Yong believes that, unlike the traditional channels, the burden is very light electricity supplier, which is obvious advantages. But under the line of thinking with the line to do the marketing thinking is not the same, if you do not take the idea of the Internet to do electricity supplier, basically not successful. The online marketing model needs more Internet genes, this is a huge change for the LED industry practitioners, and not just open a shop so simple, now LED is the primary stage of the electricity supplier channels.