LED lighting sales channels to resolve professional service providers or a new way out

LED lighting products, not only brought more changes, led to changes in the channel model of the powerful impact to turn the world upside down, the traditional lighting has been adopted in the form of sales; LED is a new technology, has the characteristics of professional, channel mode in the past can not fully meet the needs of development. All of these forced enterprises to re-examine their existing channels in the LED era of the problems and shortcomings, explore new channel model, and explore new directions for development. In the lighting industry, some forward-looking LED enterprises in this area started earlier, but also achieved good results.

However, channel change is not an easy thing. Although it is imminent, in the implementation process is still difficult, from the traditional to the new transition takes a long period of time, during this period, the traditional model will be the main theme. But when the LED lighting to the advanced stage of continuous development, the market is also maturing, channel change will no longer be difficult.

Traditional distribution agent system is still the mainstream channel model

The above table can be seen through the 6 traditional lighting channel models have advantages and disadvantages, which the main channel to use, depending on the specific circumstances of the enterprise. Zhongshan Linc Crystal Lighting Co. Ltd. area director Zhang Wen told reporters: "enterprises should not blindly follow the trend, according to their own characteristics, go their own direction, choose the suitable channels to their long-term development. "

The dealership is the main channel of traditional lighting era, most of them through the distribution and agency distribution channels to sell their products, such as NVC, OPPLE and other traditional strong brands, so far is still relying on the traditional agency model as compared to the other channel, channel model, distribution agent model is more conducive to product outlets layout.

Jason lighting President He Rongbiao has said that the traditional distribution agent system is still the mainstream channel model.

Guangdong Hao Hao Lighting Appliance Co., Ltd. marketing director Wu Jian told reporters, now the biggest channel of LED lighting is still the original retail based, channel and traditional channels are basically the same. The first store marketing mode of the NVC will LED sales channels and traditional lighting channels combined, in the consolidation of global retail terminal system at the same time actively the development of stealth channels, it also shows that blindly to the traditional channels is not enough, the conflict of traditional lighting and LED lighting, LED lighting will be the impact of channel reform.

"The traditional lighting of the past are to the retail terminal products, in addition to large projects, now the LED products is mainly in the retail, in the hardware store, store partition as long as there is a shop where, as long as you can put some of the panels, LED products. Visible, the current LED products due to the development of short time, the development is not perfect, in the'LED channel change, the call, the perfect change still needs a long way to go. Zhang Wen said so.

Branch mode is the transitional attempt of channel reform

Change in LED lighting channel mode is still in the initial stage, enterprises have spontaneously began to self built channels, they often use the traditional lighting channel advantages, cultivating new dealers and the common development of the era of LED lighting, a lot of enterprises to implement the branch mode, to defend their position in the market.

Jason lighting as an example, Jason lighting in 2011 began to branch, invested heavily, set up terminal flagship store, warehouse and modern office, independent management of all branches of independent accounting, by Jason's guidance, directly facing the region for the front edge of the terminal network.

Thus, the branch model not only reduces the channel level, but also to achieve the goal of allowing more downstream distributors to allow consumers to enjoy more price benefits.

At the same time, it is also conducive to the transfer of information between manufacturers and terminal consumer market more effectively, improve the ability of manufacturers to control the channel.

Professional service providers or into a new channel LED channel model

Through interviews, analysis we can see, is still in the primary stage of the development of LED lighting. At this stage, how to find the channel change is many LED companies need to think about the problem, but the construction and development of LED enterprises should not be confined to the traditional lighting channels, according to the characteristics of its innovative and flexible design and actively explore related products and channels of cooperation and new business models.

When it comes to channel mode of new development direction, Tsinghua Tongfang lighting division Liu Tong believes that the cooperation of traditional channels and electronic business the best way is to take the online sales and online services, the traditional channels as the electricity supplier logistics and experience center, and electricity supplier as the traditional channels of trade and promotion to segment the product through the window, to distinguish the market, this is the trend of LED development of the electricity supplier channels, I believe the effect will be more obvious in this way.

In this regard, Wu Jian also expressed the same point of view: the combination of online and offline channels is one of the future direction of the development of the era of lighting channel model. "

In order to meet the advanced stage of LED products, the new channel model will have a higher degree of development. Chinese Lighting Association Secretary General Dou Linping believes that LED lighting is very professional, many users do not understand, perhaps the future of LED lighting required by professional company to do, there will be a special lighting operation and management company (professional service providers), transformation into a special lighting service provider, which may