LED: measure and channel war is king

What about the LED industry should choose what kind of channels to develop and maintain market discussion, now hear the most is that the electricity supplier model can save cost greatly, for example, a warehouse can save the physical store sales, expenses or supermarket fees and other costs, in this sense the cost is greatly reduced; automatically orders, greatly from hiring sales personnel costs; the openness of the network decided to open a network of sales, sales market is not subject to geographical restrictions; the falling price of the terminal LED industry is of great significance. But the emerging electronic commerce Sometimes an inch may prove long. everyone has his own advantages, has its natural advantages, but these advantages are not that suitable for all industry products, it is not suitable for all enterprises. If the selected channel is not suitable for their own, so save the cost of the so-called "fascinating legend will perhaps".

So, in the choice of how to do in order to stand out in the fierce competition to survive and become stronger? We conclude that these views.

First, we must distinguish between the mainstream and tributaries. From the development trend of the era of electricity supplier model is undoubtedly a new star, will become the ultimate trend of commodity sales. However, although this trend exists, but in the foreseeable period does not seem to become mainstream, in a fairly long period of time, the entity store sales are still the subject of the LED industry, it must be clear.

Modern home improvement, lighting has become an integral part of the general, in general, choose the main lighting and design, almost throughout the entire life cycle will not be much change. Choose what kind of light source, choose what kind of lights, but also need to be carefully selected. In this case, the vast majority of consumers are generally unlikely to choose online purchase, at least the first choice will be in the physical store.

On the other hand, because of the prior product sales entity on established after the foundation of trust source relative to the emerging retail electricity supplier industry is more stable, both to develop new customers or maintain old customers, have better effectiveness and predictability. For most LED operators, familiar in natural selection.

Although we see the current LED terminal sales is not very satisfactory, but this is not the reason for which sales model, but the performance of the industry as a whole.

Two is to recognize the advantages and disadvantages of various channel model. Traditional entity store sales channels, a long history, face to face communication, optimistic about the goods and then shot, often can easily get people's trust. In addition, run the monk can not run the temple, is also greatly beneficial for administrative regulation. From the point of view of people's consumer safety, more, the main consumer groups, of course, will rely on long-term entity purchase channels. At the same time, consumer shopping is not just to buy things so simple, more is to find a way of leisure consumption in busy life. Sellers in the sale of products at the same time should also pay attention to the creative store decoration, but also an important means to attract consumers. Samsung, apple in the design of its own store decoration, they will pay attention to highlight their own characteristics. In the face of beautifying their warm family, this experiential consumption patterns on the role of the psychological, natural electricity supplier model can not be met.

Of course, the electricity supplier has its own unique advantages, in addition to the previously said for some are already a good operation of the electricity supplier of LED enterprises, relatively lower cost, including the openness of the network decided to open a network of sales, sales market is no longer subject to geographical and time limits; the birth of the logistics industry, improve the industrial chain sales convenient; sales data collection, provides real statistical data for forecasting market.

Understand the pros and cons of various channels, combined with the characteristics and operating plan, see what you have, what you can do, want to know what you want, and measure.

Three is the industry is not fine is much, remember that extensive but shallow knowledge. Regardless of the choice of online or offline mode, the key to have their own expertise, to do the industry leader, channel leader. Channel advantage is good, only to be able to give full play to the advantages of the channel, to play their own advantages. Underwear brand city beauty, the company in 2009 when only more than and 800 stores, now has 4800, sales reached $about 4000000000. The company has been focused on the next line shop, and other traditional channels is that they pay attention to IT technology from the beginning, IT integration of the whole chain, do store sales growth rate of 12% on average, the most popular business in these years, they focus on the line, the efficiency of hard skills, don't fear online crazy.

The core of the reform of the entire Chinese channel, channel function specialization, professional king. Channel profit channels. Regardless of the big environment leads to shrinking consumption, or the electronic commerce run away customers, the traditional channels of profits are severely compressed, which puts forward higher requirements on the channel operation, only the professional division of labor, in order to improve the efficiency. Let the channel division of labor refinement, penetration is higher, the service is more detailed, and even, the channel to become a category experts.

Now the market competition has changed from the original competition between the shop and the store has become the competition between channels and channels. Network channels, franchise stores, supermarkets, department stores, etc..