LED lighting

2012 has gone through the 3/4, the Mayan prophecy of the end of the world has been drifting further and further away, but in full swing of the LED industry is really a lot of achievements of the end of the enterprise. A number of enterprises, such as optical vision junduoli collapse, LED has become a victim of the industry reshuffle.

In the past, LED companies are only concerned about the upstream industry, concerned about how to do large-scale, but only do not care about the terminal market. Because the lighting market cake is large enough, we do not worry about sales, I believe many earlier in the field of LED enterprise is also immersed in the beautiful memories with a backpack for a backpack beads in Hong Kong ".

Today, the market is quietly changing.

Our upstream chip optical efficiency improved, prices fell, the government has introduced favorable policies, set thousands of pet in a LED lighting, the market is increasingly clear. However, surprisingly, our results are in decline, profits are being squeezed. At the same time, a large number of product inventory backlog, can not be realized, the company called hold live.

How to get through the product sales channels, reduce inventory pressure, terminal channel construction was put on the agenda. As one of the important modes of terminal channels, LED brand stores are also building calls. As we all know, stores for enterprises to shape the brand image, enhance product sales play a crucial role. At the same time, the store also assume the responsibility of product after-sales service, fast and perfect after-sales service will also greatly enhance the corporate brand image and market satisfaction.

However, due to the current majority of LED lighting companies subject to a single product line, brand missing, lack of capital and other factors, the store has always been a big thunder, little rain. At present, LED lighting in the terminal market, professional LED product management business there. While the store building is like tasteless but wasteful to discard the meat bones, make enterprises dilemma.

Such as the sun, NVC, auroral and OPPLE traditional lighting companies, its brand influence is from the thousands of stores. However, in the traditional field of lighting was used Luhuochunjing store model, in the field of LED lighting has been praised in The climate does not suit one., embarrassing situation.

Reporters on the Beijing, Nanjing, Chengdu, Shenzhen and other places to visit the lighting market, the current LED stores both from the brand, or the number is relatively small, only a few enterprises, such as ray, a few.

Brand agency difficulties

Brand agency model is one of the most common, but also the most practical way. Enterprises through the establishment of the provincial agents, such as NVC in the 36 national operations center set up, dealers at all levels directly to the provincial agents to take the goods, and then transferred to the owners or ordinary consumers. This way can reduce the enterprise in the terminal channel construction cost pressures, at the same time, agents and distributors can buy and sell high in low profit.

At present, LED lighting companies use more brand agency model, however, compared with the traditional lighting, but showed a clear. The reason is that LED lighting started late, has not yet formed a highly influential brand in china. Jiamei lighting Marketing Center General Manager Zhou Shuiming said: "reflects the brand as the market competitiveness of enterprises, the lack of things is the LED industry, the development of brand premise only proxy mode is to establish the brand. "

At the same time, in recent years, LED lighting products price war as one falls, another rises, has become the norm Diaojia sit. From the beginning of this year, Mu Linsen, rectangular lighting with a certain scale LED lighting companies, through two major price adjustment, the price has dropped to more than 5 over the same period last year. A dealer said: "the continued rapid decline in prices, dealers do not hoard goods, and zero inventory relative to the immediate needs of consumers and is lagging behind. "

In this regard, recently, Leike lighting on the introduction of price subsidies policy to stabilize the dealer. That is, from the date of delivery of goods from the dealer to the date of the sale of the product, the price difference between the all by the thunder lighting commitment.

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