LED lamp terminal store construction encounter stumbling block"

At present, the professional operation of LED lighting manufacturers have thousands of homes, but in the market terminal, specializing in LED products business is very few, LED stores in the market is also relatively rare. Recently, the author on the topic of the construction of the LED store and the exchange of the industry, learned to do a good job LED stores, internal repair can be solid. LED terminal channels built relatively hot compared to the LED research and development of manufacturing is somewhat slow.

The emergence of LED stores, was born in the market demand. Nakayama Ichimihikaru Lighting Technology Co., Ltd., said the reason why the creation of LED store. In 2009, the company launched the sale of LED indoor lighting. Due to the LED indoor lighting needs good product display and scene experience, therefore, the company strengthened the construction of LED stores. At present, the country has established 10 stores, an area of more than 60 square meters, while the flagship store is up to 100 square meters. Thus, with the rapid development of LED, especially the promotion of LED indoor lighting applications, LED store construction will accelerate.

The establishment of stores, whether it is to enhance the sales of the product, the image of the brand, the consumer's attraction, or the promotion of corporate culture, product display and promotion play a crucial role. At the same time, the store also carries the product after-sales service function, help to enhance the competitiveness of enterprises and market satisfaction. However, the current LED stores in the domestic construction pace is slow. Investigate its reason, mainly has the following five aspects.

Single product line

In July 8th, the author interviewed the general manager of Zhongshan Shailang Lighting Electrical Appliance Co. Ltd. as high. Shailang lighting began operating from 2003 to LED lighting products, LED lights, lights etc.. With the growing popularity of the LED market, this year, the total has increased the high total investment in LED, the company invited the star endorsement, LED store building is also actively developing. However, the high chief said, these LED store is not the essence of the store, because the company's LED product line to further expand and plump, the current LED product line can not support the single store operation, therefore, in the shop, also need to hang on energy-saving lamp, fluorescent lamp, lamp, lamp other products.

Similar to the general situation is also a lot of LED lamps manufacturers are facing problems. As a store, it needs to provide a wealth of products, a variety of products into the store consumer choice, so as to attract and retain customers. At the same time, the store also needs multi-level product mix to share the cost of rent and other pressures. A single product line greatly affect the profitability of the LED store, LED store has become the development of the first major constraints.

Expensive

Price is the most sensitive factor in consumer behavior, but also a watershed in the competitive environment". At present, due to the LED core chip technology is still in the hands of foreign brands, the high cost of production of domestic LED products, which makes LED lamps in the terminal market price competitive advantage. A fluorescent lamp, energy-saving lamps as long as a few dollars, more than a dozen dollars, while a LED lamps need hundreds of dollars, which for the majority of consumers, it is difficult to accept. Therefore, although the LED lamp total cost (including purchase cost + cost + cost + maintenance energy waste treatment cost) than the incandescent lamp and fluorescent lamp is low, but consumers are still in the purchase cost for the selection criteria, do not care about the quality or more features. In addition to the original old consumer products are easy to produce consumer mindset, also worried about the purchase of new products will bring uncertain risks and losses, so give yourself, LED lamps widespread use in the civilian market promotion. If the LED lighting products only respond to the needs of the engineering category, then the opening of the LED store is not important.

Lack of professionals

Due to the high content of LED technology, and belongs to the emerging sunrise industry, at present, LED is facing the embarrassment of professional, high-end talent shortage, which also to some extent affected the construction of LED stores. Traditional lighting technology is low, the shopping guide a little training, you can the product features, features, methods of use, such as clearly communicated to the customer. Due to the particularity of LED products, at present, many manufacturers boss, salesman on the LED related technology, product characteristics are in a state of knowledge, but also for businesses, shopping guide for the corresponding training. On the one hand, consumers know little about LED, need professional guide staff advantages and characteristics of products; on the other hand, the existing sales staff can not accomplish this task, it will increase the difficulty of the operation of the store.

To open LED stores, manufacturers and merchants must inject professional talent to the strengthening of the LED professional knowledge training, enhance their new product development trend of the industry's attention and insight, and through regular training, so that they have the ability to provide lighting solutions for customers. Professional shopping guide talent is the key factor to improve store sales, this piece of soft power should not keep up, it is bound to restrict the development of stores.

Brand absence

For the store, it generally requires more standardized and unified, standard image and operation mechanism, which requires the LED manufacturers with high brand influence and market operation ability, daily operation and management of the business to provide the