With the gradual launch of semiconductor lighting roads, tunnels, commercial, industrial, office and other markets, the “channel layout” of LED lighting enterprises has also entered a critical period. The exploration and selection of enterprise channel models will greatly affect its future. Success or failure in market competition.
I. Current status of domestic LED lighting enterprise channel development in 2012
According to the National Semiconductor Lighting Engineering R&D and Industry Alliance survey data, in 2011, LED lighting companies' product outlets were mainly based on engineering channels and OEM exports. These two channels accounted for about 70% of the total sales of LED companies in China, and for distribution agents. The exploration of channels and in the terminal market, the exploration of LED lighting companies has just begun.
Since 2012, with the sharp decline in the prices of various products in the industrial chain, various market segments of LED lighting have started significantly, and the sales scale has expanded rapidly. The channel construction of LED lighting enterprises has also achieved rapid development. Whether it is invisible channels or explicit channels, the speed of enterprise layout has obviously accelerated, especially the layout warfare of product generation and distribution channels has started.
In the various exhibitions during 2012, many LED companies have slogans such as “Sincere agents at home and abroad”, such as Qinshang Optoelectronics, Shanxi Guangyu, Foshan Lighting, Ladia Lighting, etc. The work is highly valued, and the way to continuously innovate channels for investment has also created a very attractive policy. For example, Letia Lighting provides a comprehensive franchise policy from the aspects of opening decoration subsidies, product subsidies, purchase rebates, advertising support, product training, and after-sales services. Foshan Lighting also proposed a large-area management for domestic sales, and set up a sales center in the region, and proposed to the dealers market protection, market development, promotion support, rebate incentive program, sales and product training and other joining policies. Qinshang Optoelectronics also put forward the concept of “nanny-style service”, actively promoting the transformation of the sales model from “factory direct sales model” to “channel model”. Through contractual approach, the construction is based on “interest sharing”, with agents and straight A composite marketing network dominated by business and engineering companies has changed the pattern of manufacturers' single-handedness. In addition, some LED companies with strong capital strength in order to quickly obtain channel access, do not hesitate to participate in the acquisition of traditional lighting channel advantage enterprises, such as the event, such as Dehao Runda huge acquisition of the NVC shares.
However, the construction of the LED lighting channel system is not a day's work. Due to the unique characteristics of LED lighting products and their market environment, the layout of LED channels faces many new challenges compared to the development of traditional lighting channels. For example, the market acceptance of LED lighting is not high, and the market and stage of demand market launch, the quality of LED lighting products is not easy to identify, the proportion of producers and distributors caused by lack of confidence of channel operators is imbalanced, and the complex market environment must be The degree hinders the construction process of the product distribution channels of LED lighting enterprises. 1234
Second, the main product sales channel model analysis
At present, China's LED lighting companies in the domestic product sales channel model can be roughly classified into four categories: the first category is the invisible channel model represented by engineering and decoration companies, advertising companies, designers; the second category is accompanied by global e-commerce fast The development of the emerging online and offline network channel model; the third category is the traditional multi-level distribution agency model represented by dealers, agents, supermarkets, building materials and home lighting professional market; the fourth category is self-built by enterprises The direct supply channel mode represented by the specialty store and the experience store.
The first channel model is the engineering channel. The rapid development of this channel is mainly determined by the unique characteristics of the development of China's LED market. Since LED is used as an illumination source, its price is higher than that of traditional light sources. At present, it is difficult to enter the mass market by virtue of its light efficiency and longevity. However, under the strong promotion of the government, it is possible to drive the sales of products through the form of some government demonstration and promotion projects. Most of the customers are mainly government and related units. Enterprises often play the role of “production and pre-sales integrated after-sales service providers”. The role needs to coordinate the government, project sponsors, designers and many other relationships, and follow up the whole process. This model usually has a relatively large order amount and high profit. The disadvantages are scattered projects, high public relations expenses, and long period of capital withdrawal. Conducive to the expansion of production.
The second channel model is the network channel model. With the rapid development of e-commerce B2B and B2C services, LED lighting companies can directly display and promote LED lighting products through portal networks and third-party e-commerce platforms, and then sell LED lighting products through offline transactions. Due to the low initial input cost, this model has become an important sales model adopted by many domestic enterprises directly facing end users, and has been favored by many small and medium-sized enterprises. However, this model has a relatively narrow coverage and product shipments. The aspects are more dispersed and uncertain, and the after-sales service is also difficult to follow up. It is difficult to meet the needs of large-scale and integrated development of enterprises, and it can only become one of the auxiliary channels of enterprises.
The third channel is to use the traditional sales model distribution, agency, franchise and other partners to achieve sales models for end customers. The advantage of this model is that it can be quickly deployed, realize the rapid expansion of the product marketing network, quickly occupy the consumer field, and at the same time save the company's marketing costs, but the disadvantage is that the dealer's profitability and loyalty can not be controlled. This model is the most important channel model for the sales of lighting products determined by China's vast regional and demand market dispersion. It is also the focus of LED lighting companies' current active exploration and layout, but due to the price, type, quality and market of LED lighting products. Due to acceptance and other reasons, the design and construction of this channel model still has great challenges.
The fourth type of channel is that enterprises build their own stores and experience stores in the terminal market area through self-investment. The advantages and disadvantages of this model are very obvious. The advantages are beneficial to the brand building of the enterprise, high controllability, good planning, and can reduce the channel circulation cost of the product, and participate in market competition through competitive prices. The profit rate can be better protected; the shortcoming is that the initial investment is too large, and the market demand has not yet been launched on a large scale, and the requirements for the capital of the enterprise and the comprehensive management of the large-scale direct store are also put forward.
Third, the market environment analysis of enterprise channel construction
The design of the enterprise channel system should not only be consistent with its own development and product positioning, but also with the industry and market development environment. At present, LED lighting enterprise channel construction faces a relatively complicated market environment, mainly focusing on the following aspects:
1. High price factors lead to high acceptance of LED lighting products market
As the country attaches great importance to energy conservation and environmental protection, although many consumers have already raised their awareness of LED lighting products relatively quickly, many consumers and even designers and distributors have not really understood LED lighting products. And its added value, which directly led to the lack of confidence of many dealers, can not fully invest. At the same time, the price of LED lighting products is still too high is also the bottleneck problem of LED channel construction. Due to high price constraints, many consumers are “respecting the LED lamps”, which also has an important impact on the confidence of dealers in operating LED lighting products. LED lighting products should be widely accepted by the market, and the price of products should be further moved closer to traditional products, and more added value.
2. There is no easy and effective way to monitor the quality of products and identify them.
The quality of LED lighting products on the market is currently uneven. Due to the fierce competition in the market and the price gap, there have been many irregular behaviors in the market. Some irresponsible enterprises attract consumers through the concept of energy conservation and environmental protection and low-quality inferior products, and consumers do not have professional knowledge. There is still a lack of good quality identification methods, which makes many LED lighting products that cut corners and floods flood the market, affecting consumers' correct perception of LED lighting products and causing negative word-of-mouth publicity. There is an urgent need for standard specifications and quality certification mechanisms for LED lighting products.
3. LED lighting products are not rich enough
LED lighting is an emerging development of lighting technology, the current development time is still short, and is still in the stage of replacement lamps, in many areas can not completely replace the optical characteristics of traditional light sources, and innovative products are still lacking, product types are insufficient It makes it difficult to support large-scale professional storefronts. Consumers do not have too many choices when purchasing, which reduces the actual profitability of store owners. This also limits the development of LED monopoly channels, which can only be used in LED traditional lighting stores. Play a supporting role.
4. Channel model needs innovation, LED channel service system is still not mature
LED lighting is a new type of energy-saving and environmentally-friendly lighting technology. It is not easy to face the competition of traditional lighting products at a price. The added value reflects the need for innovative marketing methods and models. Because of its "newness", there is no model that can be imitated and borrowed. Exploring requires a process. In addition, the marketing service system for LED new lighting products is not yet mature. There are few professional talents in the LED industry. No matter the professional channel dealers, sales personnel or maintenance personnel are very scarce, the immature operating environment will also reduce the confidence of dealers in large-scale entry into the field of LED lighting products.
Fourth, future development proposals
For LED lighting, the diversification of the consumer market and the phased nature of the market launch also make the diversification of channels inevitable. The design of the channel model requires accurate positioning. Different business stages, different product types, and different enterprises require different channel structure systems. Although there are still many difficulties in the construction of LED lighting channels, the market environment is not mature enough, but channel construction is the only way for the development of LED lighting enterprises. The formation and smooth operation of a reasonable channel value chain system also requires good operational model design, market demand driven and financial support. At present, most of the channel modes of LED lighting products are based on the traditional lighting channel model, which brings opportunities for manufacturers and distributors who dare to innovate and explore to break the traditional pattern, stand out and even surpass development.
From the development trend of LED lighting technology, the development of LED lighting products will go through two major stages:
The first stage is the initial stage of LED lighting development, which is the alternative acceptance stage for the current development of LED lighting. LED lighting products mainly reflect its high luminous efficiency, energy saving and long life. Because of the high price, the market at this stage is mainly for long-term public lighting, commercial lighting and office lighting. In the same environment as the traditional light source, the LED lamp embodies the characteristics of power saving, long life, good quality and low comprehensive cost. It is the basis for the market to accept its relatively high price, especially in commercial occasions. It is a quality price advantage. Because it is the same platform competition, the channel development at this stage will be based on the imitation of the traditional lighting channel model, and the manufacturers should pay more attention to the high quality and high stability characteristics of the products in the marketing process.
The second stage is the advanced stage of LED lighting product development, and also the LED personalized and innovative product stage. The market has already recognized and accepted LED lighting products. The environmental protection, small size and high reliability of LED lamps have been highlighted. The resulting range of products that are completely different from traditional light source applications will bring new markets. The light source is no longer just a lighting effect, its change and humanization make it more suitable for people's work and life needs. The LED lighting industry will also provide everything from product design to design. Moreover, with the development of new technologies such as the Internet of Things, LEDs will also exert their humanized features such as high controllability and communication interaction. From outdoor to indoor, office building to home, from auxiliary lighting to main lighting, LED lighting system with intelligent control and interactive features will bring more humanized services to human beings. At this stage, each manufacturer is fighting for design and application advantages. The channel development at this stage will be dominated by experiential marketing channels and system-level engineering service providers.
In the face of the government's engineering channels and export-oriented OEM channels play a major role in the current channel system, but with the development of the market, the channel system will also undergo a process of transformation and integration. In the past two years, the LED market has entered a rising trend. In the growth stage, the distribution agency channel plays a significant role in the process of rapidly occupying emerging markets, and is expected to achieve rapid development. It is expected that by 2015, the current channel structure will be greatly adjusted. With the launch of the domestic market and the development of lighting products to advanced stages, network channels, direct supply channels and system service providers will play a more important role. Character.
For the construction of LED lighting channels, a forward-looking layout is required. From the perspective of the characteristics and stage development of LED lighting products, the following suggestions are given:
1. Grasp the regular development of LED lighting, pay attention to the adjustable length of channel
Industry development and increased competition complement each other. At present, the differentiation and competition of the LED lighting market has led to the development of marketing channels in a diversified direction, which will certainly affect the future pattern of the LED lighting industry. LED lighting companies must adhere to segmentation and specialization. According to the company's own product characteristics and development orientation, find a configuration balance point between engineering channels, network channels, distribution agents and direct sales channels, and clarify various channel responsibilities and Purpose, to explore a reasonable channel structure and channel length. In the choice of distribution and agency channels, the choice of cooperation methods, we should forward-think the adjustment of the length and width of future channels, and adjust our channel mode and structure according to market changes. As the company continues to grow and develop, the capital strength continues to increase, and the flat management of the channel is gradually realized. In a type of market, it is possible to fully consider the mode of direct-operated large-area, bundled dealers, and direct terminal chain.
2. Deep understanding of lighting technology and construction of marketing models suitable for LED lighting products
Most of the companies engaged in the production of LED lighting products are electronic products and semiconductor production transformation enterprises. Many companies sell semiconductor lighting products as semiconductors and electronic products, over-emphasizing their energy-saving and life-life characteristics, but neglecting the most important lighting products. The characteristic is to meet the user's needs for optics, aesthetics and health. No matter the designer or the final consumer, in addition to the price, the most concerned is the lighting effect, so in the penetration process of the traditional lighting channel, in addition to highlighting the LED energy saving and life characteristics, it should further enhance the lighting effect and LED. The importance of lighting products' own characteristics, to seize the market with real advantages.
3. Strengthen in-depth cooperation with channel partners and strengthen their technical support.
LED lighting products are a new type of product with many new technologies and features for technical people.
