Thinking on the marketing strategy of the "Fortress Besieged" semiconductor lighting channel

LED do today, accumulate some products out is not very difficult, and now the hardest thing is how to sell. At present, with the competition, enterprises are facing more severe challenges, especially the "channel" as the short board LED enterprise has been more and more obvious, the enterprise CEO are on the more special important position, obviously, the adherence to the "channel is king" era, such as the establishment of a more advantage the business model especially expand marketing channels, how to win and win the market has become the industry issues of common concern.

Channel is still based on the product"

Guan Yong, general manager of Limited by Share Ltd, Zhejiang Sunshine Group

LED channel construction is not a sprint race, is a test of perseverance and endurance of the game. In this regard, there are some basic work to be done, especially the team to create, train stakeholders, including how to guide our users to look at the semiconductor lighting products. At present many companies are doing LED, but relatively high homogeneity, very few features, including the difference in appearance, light distribution on the differences, differences in energy efficiency, it is difficult to identify the characteristics of the product, so we think the basic channels or product, we must consider their own products to meet what the kind of channel, need to think about how to make the product, so that differences in the performance of the product, at the same time also should be improved, this channel will have a foundation.

We want to see LED from the beginning to push the market, and now it has not really more than 2 years, and there is no continuous investment and stability of the past 3 to 5 years, it is impossible to really build a channel. In particular, now the LED product is not a complete channel circulation products, the channel can not be achieved in the form of channel outlets.

For enterprises, different enterprises can choose different channels to do strength can be ahead of the layout of retail channels, this model has high cost, size effect; strength of medium, can use special field of engineering; the strength is too small, can individual projects; the strength of different channels choice is not the same.

Pay attention to scientific planning channel classification, the development of marketable products

Zhou Xuejun, director of marketing for Philips Lumileds lighting Asia

I think the real channel construction is going to go through a long time, because the cost is not stable, it is difficult to do wholesale. At present, the cost of the configuration of this technology determines the structure, it is difficult to spread in the wholesale channels, basically or engineering oriented, so at this stage on a solid reputation project.

Different channels on the performance requirements of the product is not the same to the bulb, 39 yuan a light bulb, the price is very suitable for ordinary consumers, but certainly not suitable for professional consumers. Look at the energy-saving lamp market, the integration of energy-saving lamps are used in the field of expertise, its relatively high life expectancy, but for ordinary consumers, go to Carrefour, buy a three thousand or four thousand hour light on it. So different channels on the product specification requirements are not the same, the product may have to be subdivided, but there is a word will not change, what channels do you now, it is necessary to provide what kind of products for this channel.

In addition, how to carry out the various sectors of the industry chain layout of this problem, I think that is what, see food to eat, because each business situation is not the same. If this key application field, I think from the current technology development stage and characteristics of the current market demand combined, such as street market, should be said that over the past two or three years of ups and downs, many companies have mastered the LED lamp manufacturing technology, the open market needs, is looking for money in the end, the source of funds in what place, if matching funds can keep up, then the cost control is good, I think 3~5 can return. Although the current street lamp is not particularly big leap type development, is also very stable development, this is a mature performance.

With the further reduction of cost and price, the market will become more and more mature. Commercial lighting field, there are already MR16 and other products are widely used. In fact, now do flux has no problems, it is the most troublesome problem, how do I talk to others about the product is not the same, for product differentiation, because it is now on the market product homogeneity phenomenon is serious.

Cooperation with enterprises in the middle and lower reaches of the market

Shenzhen poly Industrial Co., Ltd. chairman Xiao Ling

Poly Industrial Co. Ltd. since its establishment in 2003 has been based on the Japanese market, we go in the Japanese market is mainly large supermarket sales channels, of course model and the domestic market in Japan is different, the domestic market is more emphasis on the diversity of the channel construction, more complex. The Japanese market is mainly concentrated in the supermarket retail, we are now in the supermarket sales of the main lamp is LED bulb. Especially after the earthquake in Japan, the power supply, the government has taken many measures to encourage energy conservation to reduce energy consumption, energy-saving awareness of Japanese consumers is also very strong, in this dual role, quick start LED lamp Market in Japan; Japanese project channel is also very simple, good lighting, office lighting Home Furnishing worth mentioning, mainly used the product is fluorescent, another is industrial light, not too many tricks.

At present, we have begun to explore the domestic market