LED lamps and lanterns product positioning unknown terminal monopoly channel construction

LED terminal channels built relatively hot compared to the LED research and development of manufacturing is somewhat slow. 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.

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.

Product positioning is not clear

Some time ago, I visited the Jiangmen energy saving lamp enterprises. The company is preparing to launch the LED project. In the enterprise LED product exhibition hall, I saw LED lights for outdoor lighting, shopping malls and supermarkets and other places with the LED down lamp and Home Furnishing with LED ceiling lamps and other products Goods are available in all varieties. At present, many companies in the launch of the LED project one-sided pursuit of large and full, whether it is outdoor lighting, or indoor lighting, whether it is high power, or small power, as long as it is on the LED. And the enterprise is "hungry", who can make money to do. However, the operation of the store, it is required to have a clear positioning of the product, combined with the needs of the consumer segments, for different functions, different environments for different levels of product elements of different combinations. In this way, it is conducive to the post store publicity and market development.

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, can provide guidance in all aspects of daily operation, management of business. At present, LED rise time is two or three years, the domestic well-known lighting companies is still in the early stages of production, research and development of LED, the influential LED brand has not yet appeared on the market, LED market is still in a vassal state. Uneven product quality, the lack of leading brands, which makes a lot of businesses in the choice of LED manufacturers seem very confused. To the author's knowledge of a LED store, the store's agent LED brand up to more than and 10, and more than some of the two or three line brand. This mixed state, from our true sense of the LED store far away.

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