LED industry "invisible channels" illnesses

With the rapid expansion of the LED lighting industry chain, hidden channels this chess game is already murderous four volts, the situation changes, the vertical and horizontal, this industry pattern, unexpectedly faint world segmentation trend. A sigh "in the political arena, involuntarily," ridicule "people go to high, water flows downwards, only the money business is looking, has said, put the egg in one basket is very dangerous"......

One can expect in the future market prospects, while grappling with the fierce competition of terminal. The future looks happy and beautiful, the reality is vague and cruel, LED lighting company is difficult to resist the trend, is the trend, and the most difficult is the process, is grappling. We look and think; listen, and ponder.

An invisible line, an invisible fate"

At the end of the race, the channel is the king of the post industrial era, almost all lighting companies are aware of the need to build a sound sales network. "If 2012 is trying to test the water, it is open in 2013, then in 2014, LED is the channel war, close combat stage act undisguisedly. Said Li Zhipeng, general manager of Foshan Nanhai area Lighting Co., ltd..

The so-called hidden channels, refers to the person or company key decisions and suggestions from the customers, it has become a part of the enterprise must consider the "hidden channels with the increase of the domestic LED lighting industry mainly includes Jiezhuang companies, tooling companies, installation companies, design companies, commercial replacement, brand chain and Engineering Company in the development of the market chain. A person in charge of engineering lighting company truthfully said. Especially in the field of project sales, the designer has become an important link of engineering sales is not open around - lighting products not marked brand in the design drawings, technical specifications are usually only marked; many enterprises will by the designers to promote lighting products, their best products, technical threshold products drawings, skillfully design of embedded in the designer. As the hidden channels of the same name, this is an opaque channels, product prices opaque, sales rules opaque, consumers, designers, enterprises and other serious information asymmetry, the ring disease has become a designer "huge kickbacks".

Unannounced visits found that some lighting sales kickbacks this phenomenon to the designer, is not surprising, but also talked about such problems without evasion. According to an unnamed insiders, whether it is business or designer, this has become a norm. If the designer and a brand of business did not talk about the 'introduction fee', many designers will block the consumer to buy this brand. "A lighting City merchant said," many designers in our shop, will be on the rebate, and even a lot of people posing as she is a designer to buy a lamp, hoping to get designers rebate treatment, contributing to the industry is not good atmosphere. "

A decoration company official said: "because most consumers are outsiders, not familiar with the market situation, so it requires designers to recommend, this is caused by lighting vendors and designers to reach a community of interests, many lighting companies will also prohibit the designer back to eat this provision buckle in the contract, but in the actual operation of the supervision and enforcement still, there will be some difficulties. "Many designers just smile," for the rebate, perhaps only with different pursuit and interpretation of "a designer friend bluntly, people rely on for the owners to provide comfortable living environment satisfaction, while others rely on seeking the biggest economic benefit to complete the desires, this is two different pursuit.

Compete for the competition, push down Domino

The relationship between the product and brand, said the relationship can be similar to form and spirit, the rational allocation of resources is also very important, some people say "don't put all your egg in one basket", in order to reduce the risk of suffering as a designer The whole army was wiped out., appreciation of beauty and a taste of the unique advantages of the recommended appearance the product, to know the current market feedback, the owners to pay more attention to the lighting products in the use of functions rather than appearance (appearance, and for just a plus) products, only in order to better reflect his value in use.

The rise of recessive value chain channels, greatly stimulate the domestic LED lighting companies, including KingSun, honglitronic, Everbright, etc. LED lighting enterprises have "consciousness" build a hidden channel business model, and through hidden channels initiative to obtain information project. Relatively, the mobilization of funds Weijian these enterprises, let it become a gluttonous dinner plate "". Some people say "designer" can establish their own channels, many enterprises are in urgent need of confrontation and collision of more at the same time, or to occupy the market is to gain victory with unstained swords, yeah? Not Jesus?

"The vicious spiral" vicious circle "?

There is an old saying: "Chinese do, do one thing under cover of another". "Chen Cang" -- the establishment of covert channel. Some enterprises in the industry will take the initiative to adjust and carry out diversified business model for enterprise development, proposed a "trail"; some enterprises fall in the industry reshuffle, also failed to see the dawn of the warming of the market; in the re allocation of the market cake on the occasion, the industry resource integration is also accelerating the pace of cross-border listing, and adjust. The alliance, and other events It is often seen......

Compared with the traditional channels, the covert channel resource itself is very fragmented, including the distribution side, the design side, the construction side