[Text / Long Zonghui] This year, LED lighting has entered the channel construction year, and the competition between traditional lighting companies and new LED lighting companies has become increasingly prominent. At present, the lighting products and product performance of major manufacturers are becoming more and more mature. Whoever controls the channel will control the future.
When it comes to channels, there will be three models in the future: one is a professional distribution model, one is a home retail model, and the other is an emerging e-commerce model. Professional distribution mode, the user's purchase process is more complicated, most users have a certain degree of professionalism, and the user community is extensive and diverse. They have a deep understanding of market segments, are very familiar with products, have high brand loyalty, and have high transfer costs.
The home retail channel is currently a market that major manufacturers need to open. Home lighting can be divided into two categories, one is decorative products, and the other is functional products. Due to technical and price issues, decorative LED products are difficult to be accepted by consumers in a short period of time. But with functional home products, the market is starting very fast. Therefore, lighting companies are hoping to keep up with this rhythm and speed up channel penetration.
The emerging e-commerce channel is a new channel that has been developed together with B2B, B2C and O2O in recent years. Compared with traditional physical store goods, it can save considerable manpower, material resources and capital investment. Since last year, many companies have established their own flagship stores in Tesco, Jingdong Mall and other e-commerce platforms, and have achieved good results.
However, there are also many companies in the current online store are almost all dealers, agents to take care of themselves. The competition between physical stores and online stores, the price war between dealers' various online stores, it is difficult for enterprises to manage. Moreover, the e-commerce water is very deep. If it is only a single order, it is obviously lower cost, but if you want to do well, the promotion cost may be higher than the traditional dealer cooperation model.
“The e-commerce channel is the trend of the future. Now many companies are doing it, but this does not mean that every company is suitable. My opinion is that if you are good at doing it, you can do it in the future, and you need to make it as early as possible.†He Wenming, chairman of Wanbang Optoelectronics, said.
How to solve the channel dilemma of LED lighting companies? Wholesale, retail, engineering, e-commerce, how to choose a business? How to position product line, channel model and price? Wan Wenguang's director He Wenming will share with you the "Channel Strategy" of the 2013 Gaogong LED CEO Conference, which was named by Sunshine Lighting on the afternoon of November 26, to share with you how he sees "how LED lighting companies subvert the traditional lighting pattern."
When it comes to channels, there will be three models in the future: one is a professional distribution model, one is a home retail model, and the other is an emerging e-commerce model. Professional distribution mode, the user's purchase process is more complicated, most users have a certain degree of professionalism, and the user community is extensive and diverse. They have a deep understanding of market segments, are very familiar with products, have high brand loyalty, and have high transfer costs.
The home retail channel is currently a market that major manufacturers need to open. Home lighting can be divided into two categories, one is decorative products, and the other is functional products. Due to technical and price issues, decorative LED products are difficult to be accepted by consumers in a short period of time. But with functional home products, the market is starting very fast. Therefore, lighting companies are hoping to keep up with this rhythm and speed up channel penetration.
The emerging e-commerce channel is a new channel that has been developed together with B2B, B2C and O2O in recent years. Compared with traditional physical store goods, it can save considerable manpower, material resources and capital investment. Since last year, many companies have established their own flagship stores in Tesco, Jingdong Mall and other e-commerce platforms, and have achieved good results.
However, there are also many companies in the current online store are almost all dealers, agents to take care of themselves. The competition between physical stores and online stores, the price war between dealers' various online stores, it is difficult for enterprises to manage. Moreover, the e-commerce water is very deep. If it is only a single order, it is obviously lower cost, but if you want to do well, the promotion cost may be higher than the traditional dealer cooperation model.
“The e-commerce channel is the trend of the future. Now many companies are doing it, but this does not mean that every company is suitable. My opinion is that if you are good at doing it, you can do it in the future, and you need to make it as early as possible.†He Wenming, chairman of Wanbang Optoelectronics, said.
How to solve the channel dilemma of LED lighting companies? Wholesale, retail, engineering, e-commerce, how to choose a business? How to position product line, channel model and price? Wan Wenguang's director He Wenming will share with you the "Channel Strategy" of the 2013 Gaogong LED CEO Conference, which was named by Sunshine Lighting on the afternoon of November 26, to share with you how he sees "how LED lighting companies subvert the traditional lighting pattern."
| CEO Conference Session 5: Channel Strategy (title: Sunlight) | ||
| 26 November 13: 30-16: 00 Guangzhou Poly World Trade Center Hall 5 Hall meeting room AB | ||
| Moderator: Zhou Xuejun, Marketing Director, Philips Lumileds | ||
| Time Time | Topics Topic | Speaker Speaker |
| 13:30-13:40 | Opening ceremony speech | Organizer Gaogong LED |
| 13:40-14:00 | Keynote Speech: Channel Competition for Diversified Expansion | Gao Li LED General Manager Zheng Liyao |
| 1. E-commerce model is better or worse: B2C or O2O? | ||
| 2. Who is the deer of the battle channel? | ||
| 3. Can invisible channels achieve hidden champions? | ||
| 14:00-14:15 | Keynote speech : Let the world have no hard-to-sell LED lighting source | Lin Jilin, General Manager of Mulinsen Lighting |
| 1. Surrounding the city in the countryside? Going to the countryside? | ||
| 2. Selling light sources or selling lamps? | ||
| 3, the price determines the winner of the LED lighting source market? | ||
| 14:15-14:30 | Keynote Speech : From Traditional Channels to E-Commerce Era | Lin Minfeng, Chairman of Chau Minghanyuan |
| 1. Change of marketing concept in the era of e-commerce | ||
| 2. E-commerce breaks traditional hierarchical distributionæ¡Žæ¢ | ||
| 3. What is the choice of e-commerce or traditional channels? | ||
| 14:30-14:45 | Keynote speech : How LED lighting companies can subvert traditional lighting patterns | He Wenming, Chairman of Wanbang Optoelectronics |
| 1. How to solve the channel dilemma of LED enterprises? | ||
| 2, wholesale, retail, engineering, e-commerce, how to choose enterprises? | ||
| 3. How to locate product lines, channel models and prices? | ||
| 14:45-15:00 | Keynote speech : no quality, don't export | Nie Pengxiang, President of Incentive Testing |
| 1. Red Sea and Blue Ocean in overseas markets | ||
| 2. Ignoring quality is equal to suicide | ||
| 3. The standard "threshold" that the overseas market must know. | ||
| 15:00-15:30 | CEO dialogue : channels, whether it represents the market and the right to speak | Dialogue host: Philips Lumileds Zhou Xuejun |
| 1. Will the dealer continue his strong voice? | ||
| 2. How much is the destructive power of e-commerce channels to traditional channels? | ||
| 3. What are the advantages and disadvantages of LED lighting companies in the eyes of dealers? | ||
| 4. Does the company's channel influence exceed the brand? | ||
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