As semiconductor lighting products penetrate into various market segments, channels have become a must for major manufacturers. LED outdoor lighting has become the mainstream without any doubt. Commercial, office and industrial lighting are starting fast this year. Under the background that the home lighting is about to start from the professional to the home, the LED enterprise layout channel still faces difficulties. .
Guan Yong, general manager of Zhejiang Sunshine Lighting, said in a speech in Guangzhou on November 6th that "the channel of LED is like a volcanic eruption. People who are immersed in it feel oppression or fear. People on the outside may feel magnificent and beautiful. I hope we can find our way in this great change."
Guan Yong said that the main difficulties of LED enterprises in the channel layout are concentrated in the following three aspects: First, the LED enterprises have major difficulties in channel layout, and the lack of LED itself makes channel construction difficult: such as product environmental protection chain Not long enough to fully support the storefront; product prices are still high, channel penetration is not high; product quality is mixed, dealers and users need time to identify.
Second, the competition in the channel is more intense, leading to competition for resources and difficulties in channel development. The current situation is that dealers choose manufacturers, not manufacturers to choose dealers; dealers are very numb to conventional marketing methods, lacking innovative ideas to lead.
Third, the construction process of the channel itself takes time. First, the establishment of user cognitive time, to build confidence after using the experience, but the quality of the problem delays cognitive time. LED companies have little experience and the service system has not yet formed. Once the channel is formed, it means that LEDs must be smooth from production to sales. However, there are few professional talents in the LED industry. No matter whether it is professional sales personnel or maintenance personnel, LEDs have knowledge of the entire chain. The demand, the demand for services is many.
In addition, the establishment of hidden channels is also like slow rocket fish. Compared with traditional channels, the main body of invisible channel resources is more dispersed, and the key points of distribution, design, construction, and purchasers also have more understanding of LED. In the stage of knowing and understanding, the deep penetration of the LED brand will remain a long time.
Guan Yong suggested that the channel construction of enterprises is not only the choice of channel construction, but also the choice of channel operation mode. At present, the main channels of operation in the lighting market are channel direct operation, small regional agency system and provincial agency system. , implicit channel agency system, project direct operation, etc. These methods are also coexistence of advantages and disadvantages, and enterprises adopting these operation modes are seeking the refinement of the principle mode and the diversification of modes. The choice of several modes depends on Where is the strength of the company?
Guan Yong said that the main considerations in channel capacity include product design and R&D, supply chain and production, sales and channels, brand and marketing, organizational management capabilities, personnel capabilities, and financial capabilities. , focus on the market segmentation.
Guan Yong suggested that “winning†is not about choosing the right channel, choosing the right channel operation mode, and more importantly, whether the channel management concept is leading and cohesive. Especially the leading of ideas, from selling products to selling ideas. From investment to business selection, looking for excellent distributors, the best time to establish long-term cooperation. The dealer capital growth model accelerates customer feedback loops and gains feedback on user experience through channels more quickly. Don't just focus on the increase in the number of outlets, the increase in dealer signing. After all, the LED channel construction time is only about 2 years, and it takes 3-5 years to settle.
Guan Yong, general manager of Zhejiang Sunshine Lighting, said in a speech in Guangzhou on November 6th that "the channel of LED is like a volcanic eruption. People who are immersed in it feel oppression or fear. People on the outside may feel magnificent and beautiful. I hope we can find our way in this great change."
Guan Yong said that the main difficulties of LED enterprises in the channel layout are concentrated in the following three aspects: First, the LED enterprises have major difficulties in channel layout, and the lack of LED itself makes channel construction difficult: such as product environmental protection chain Not long enough to fully support the storefront; product prices are still high, channel penetration is not high; product quality is mixed, dealers and users need time to identify.
Second, the competition in the channel is more intense, leading to competition for resources and difficulties in channel development. The current situation is that dealers choose manufacturers, not manufacturers to choose dealers; dealers are very numb to conventional marketing methods, lacking innovative ideas to lead.
Third, the construction process of the channel itself takes time. First, the establishment of user cognitive time, to build confidence after using the experience, but the quality of the problem delays cognitive time. LED companies have little experience and the service system has not yet formed. Once the channel is formed, it means that LEDs must be smooth from production to sales. However, there are few professional talents in the LED industry. No matter whether it is professional sales personnel or maintenance personnel, LEDs have knowledge of the entire chain. The demand, the demand for services is many.
In addition, the establishment of hidden channels is also like slow rocket fish. Compared with traditional channels, the main body of invisible channel resources is more dispersed, and the key points of distribution, design, construction, and purchasers also have more understanding of LED. In the stage of knowing and understanding, the deep penetration of the LED brand will remain a long time.
Guan Yong suggested that the channel construction of enterprises is not only the choice of channel construction, but also the choice of channel operation mode. At present, the main channels of operation in the lighting market are channel direct operation, small regional agency system and provincial agency system. , implicit channel agency system, project direct operation, etc. These methods are also coexistence of advantages and disadvantages, and enterprises adopting these operation modes are seeking the refinement of the principle mode and the diversification of modes. The choice of several modes depends on Where is the strength of the company?
Guan Yong said that the main considerations in channel capacity include product design and R&D, supply chain and production, sales and channels, brand and marketing, organizational management capabilities, personnel capabilities, and financial capabilities. , focus on the market segmentation.
Guan Yong suggested that “winning†is not about choosing the right channel, choosing the right channel operation mode, and more importantly, whether the channel management concept is leading and cohesive. Especially the leading of ideas, from selling products to selling ideas. From investment to business selection, looking for excellent distributors, the best time to establish long-term cooperation. The dealer capital growth model accelerates customer feedback loops and gains feedback on user experience through channels more quickly. Don't just focus on the increase in the number of outlets, the increase in dealer signing. After all, the LED channel construction time is only about 2 years, and it takes 3-5 years to settle.
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