LED lighting campaign how to deal with the transformation of the traditional market channels?

According to Zhongguancun online reports, in recent years, whether it is a first-line brand or second tier brands of traditional lighting market share, mostly showing zero growth or negative growth trend. Have to say, the traditional lighting has come to the crossroads. The LED companies, especially in the field of engineering lighting, is an unstoppable trend, wantonly erode the traditional lighting market.

With the continuous development of LED technology, the next 1-3 years in the field of home will also usher in a surge of potential, channel competition was pushed to the cusp. In addition to the previous year's summary of the work of the previous year, this year's marketing plan, the annual dealer meeting can also involve what?

Cultivate high loyalty dealer

With the LED product line, technology and other aspects of continuous improvement, channel warfare will also become the next battleground LED companies. Why do companies even every month or even to open a channel channel meeting? On the one hand, manufacturers cultivation channel is too quick success, the lack of industry impetuous and LED product channel, resulting in LED enterprises are not very good precipitation in the channel construction, to work with local distributors a mature market, it is difficult to reduce the cost of the dealer channel construction and cultivation.

"Spoon feeding" investment behavior has become the industry dealer meeting "vicious circle", put aside the traditional "base" strategy, focusing on market sales, while ignoring the cultivation of dealers. The relationship between enterprises and dealers are different from the public, a feeling not to retain the dealer, the dealer to make real money, but also to the long-term development of the channel.

LED lighting company product line at the same time, because of too many to count, LED enterprise is not perfect, the dealer "forced" by changing the original single brand as a "shop" brand; enterprises to broaden the channels, hope to find more partners in the local market. As a result, manufacturers increasingly prominent problem.

In fact, more cooperation between enterprises and dealers can be tacit, each other to maintain rational interaction rather than mutual restraint.

Deepen the channel to the county level market deep plowing

Although many industry insiders believe that: LED lighting channels should be diverse, its construction should be combined with their own characteristics. But from a practical point of view, leveraging traditional channels is still the current emerging LED or traditional lighting companies in transition to promote the rapid growth of LED sales growth in the most efficient way. OPPLE, NVC, fozhao, Mitsuo Aurora circulation and engineering a strong brand, its deep and high quality channel became "a target for all".

Marketing meetings are held every year. More and more enterprises will extend the tentacles of the channel to the county level market, had to say that the channel in 2015 will continue to compete in the county market. LED lighting companies can be called tyrant is not much, a large number of well-known brands in the second tier cities in the LED market is getting more and more difficult days.

And even a lot of the county level market is still a piece of "virgin land", in addition to several major traditional lighting brands, where there is still a large number of tentacles of the brand, the price advantage so that they can survive in the market. It is understood that in the MLS has established more than 17 thousand sales points, covering the national capital, prefecture level city, county, township market; OPPLE lighting currently has 37 offices, all kinds of domestic channel terminal sales more than 30000 outlets, in order to consolidate the original channel, Ou Puzhao intended for the construction of the marketing network for 470 million yuan; Yankon has 1500 stores in China, more than 2 thousand dealers, Yankon said, the focus of work in 2015 is to strengthen the construction of a single shop in the Home Furnishing channels; in outdoor lighting project, the channel, this year's goal is to develop 100 5 million yuan level project dealers. This year, the cable is photoelectric side said that the country will be established in the planning of 200 thousand retail terminals, that is, each province ten thousand, reverse to each county, probably about one hundred or two hundred stores. Lonon lighting in the hardware channel and home lighting store channel has a unique advantage, this year is the product and channel layout moves frequently.

Cultivate the consistency of cultural ideas and values

Recently, affected by the lighting enterprises overcapacity, capital chain rupture etc, many enterprises sales situation is not ideal, even enterprise run away things often appear in such a situation, lighting enterprises market strategy is forward or back?

In the case of the market environment is not ideal, as manufacturers first to keep a cool head, clear analysis of the crisis and risk in the market, and then look for new sales opportunities. More and more emphasis on Marketing Conference policy, such as brand, products, sales, promotion material, policy support and other aspects, so clear policy communication, can let the dealer eat a reassurance, can feel the brand advantage. Now talking about the relationship between manufacturers and distributors, has changed from a simple cooperation to the value of the concept of cooperation to identify the level of cooperation.

Once the cooperation between the interests of the manufacturers, there are no other factors can affect the relationship between each other? 2014 Phoenix News (light run away, not officially confirmed the news before) agents said that Phoenix will continue to light brand management, also has the agent that will be combined with other agents to Phoenix brand light operation. And do not talk about the light of the enterprise after the variable, at least the dealer's value and brand identity is very strong.

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