At present, the domestic LED industry has experienced a rapid development in recent years, the industry ushered in the "channel construction", then the LED product competition product competition is the focus of what product competition and channel competition is how to choose what kind of relationship, and the channel strategy? With ten years of lighting consulting experience in industry, Wu Zhengzhe, in 2013 China Lighting Forum to "LED times - product competition channel competition strategy" as the theme of the speech.
First of all, he shows that the evolution of industrial competition exists stage, through different stages of grasp, you can build a macro channel layout. The LED industry in the stage of evolution of competition for the replacement period until 2015, 2015~2018 for the popularization period, 2018~2020 for innovation. In different stages, the industry is in the stage of product competition, channel competition, brand competition, capital competition and the shaping of business environment. So in the stage of product competition channels how to break through?
First, a clear product category. In the LED replacement phase, LED lighting products with a very strong response to the original category of traditional lighting products. Category standard definition, price benchmarking, category representative brands are beginning to form at this time. For example, such as the final definition of T8 tube in the high-end price of PHILPS, FSL definition of low-end price, the two price has become the basis for a lot of enterprise product price positioning. At the same time, the category of representative brands began to form in the competition.
He pointed out that the second half of 2014 to the second half of the year to form a key year for the brand. Why mention category brand? In the traditional lighting category which has a representative brand, the traditional lighting companies in the category based, and the formation of products around the brand and product competition channels. Such as NVC lighting and started to divide the transformer from their category, and then the definition of Jiamei downlight, divided by category to meet their downlight. In particular, the current LED lighting in the melee period, such as bulb, lamp, fluorescent lamp, the enterprise has not yet formed a category of brand has tremendous influence. Therefore, in the LED replacement period, the formation of a representative category brand will help dealers to occupy a larger market share, conducive to the formation of channel groups.
Secondly, the product price, quality and responsiveness are the focus of channel competition at this stage. In LED lighting products category which has a decisive category mainly for light source: T8, MR16, bulb, candle bulb, lamp with; indoor lighting: T5 integrated bracket, ceiling lamp, lamp, lamp panel, ceiling lamps, track lighting outdoor lighting; street lights, tunnel lights, cast: (floodlight).
He said, no ability to channel the competitiveness of products is not out of the door of competitiveness, the competitiveness of the products without channel capacity on the beach pavilion. Because in the LED product replacement period, the product is facing rapid depreciation, corresponding to the rapid conversion of enterprises, which requires the support and guarantee of products and channels. Especially in the first half of this year, the basic 3 months a cycle of product upgrades, but also requires companies to LED product prices, quality, etc. have a rapid response capability.
Again, based on product positioning channels, the mainstream category of mainstream market share for the Red Sea market, the development of accurate demand for market segments can also usher in the blue ocean market. In the face of the current war have been fighting the mainstream category channels, SMEs can break through the blue ocean market innovation. In the product positioning on the basis of good, the key is to channel construction of the most distinctive features to win the channel to attract attention, the channel in the most shocking price, resulting in the policy, investment and other conditions for the channel decision as soon as possible.
Finally, he shares the effectiveness of the construction of one hundred million light channels and future plans. Billion light in half a year to complete from zero to nearly twenty provinces, nearly eight hundred dealers established. Currently, the 3 and the 4 quarter around the product strategy as the core channel development, combined with a total of eight hundred dealers, T5, smallpox and other categories of product campaign, is expected to re develop more than four thousand distributors. Thus the supply and demand in the past three months to reach 10 million / month, after the end of the three quarter reached $30 million / month, up to the end of this year to 50 million / month, for the end of next year to do 5~8 billion channel layout. Secondly, through this year's channel construction, and strive to form a strong competitive position in the two to three categories.
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