LED companies accelerate channel construction to seize opportunities in the Chinese market

In recent years, the development speed of LED lighting has been unprecedented. Traditional overseas LED upstream leading companies such as Cree and Puri have rushed to the Chinese market, and traditional international lighting giants such as Philips, Osram, GE and others have also attacked strongly. Excellent domestic brands such as Shanghai Yaming and NVC Lighting began to show their strides in the field of lighting applications. Despite the popularity of the LED market, due to the relatively lagging channel construction, LED lighting products have not won the favor of consumers in the end market. Those who have access to channels have the world. It is understood that a large number of powerful LED companies such as Shifu Ford, Dehao Runda, Myles, etc. are increasing the intensity of channel construction. I believe that under their guidance, 2012 will become the year of LED lighting channel construction.

Several channels of LED lighting

LED lighting channels are mainly divided into seven types: engineering dealer channels, professional engineering channels, lighting store sales channels, OEM channels, invisible channels, wholesale or hardware channels, supermarket channels, and the most effective channel is engineering dealers. At present, LED companies are the first choice of engineering distributors for channels. There are three levels: first, domestic first-line brands, domestic partners of Philips, Osram, and GE; second, commercial lighting distributors such as NVC, Op, Sanxiong Aurora, and Jiamei. Third, dealers developed by traditional enterprises in the ancient town of Zhongshan, but their prices are very low. In the future, once a strong brand intervenes, the market survival space will become very small.

Market segment wins at the terminal

Finding a beautiful scenic spot, a dealer meeting is lively and lively, after eating, drinking and playing, let dealers buy products to buy money, this has always been an old marketing routine for lighting companies. Nowadays, enterprises and merchants are becoming more and more realistic. It is better to teach them to fish than to teach them to fish. As a result, more and more lighting companies have moved their marketing activities to the market terminal according to the requirements of agents, and the theme of dealer meetings is more about how to combine the local market and discuss practical action plans. It is understood that the marketing activities plans of Ford Optoelectronics and Dehao Runda in the end market have been released. In 2012, the marketing activities of the market terminal of the lighting industry will be well-connected.

Compared with traditional lighting products, in a certain period in the future, the development pattern of the LED industry will remain stable, and channels will still be king. This is an inevitable trend for the development of the entire lighting industry. When an industry develops to a certain stage, shuffling is an upgrade. The same is true for an enterprise. Enterprises that have grown to a certain scale will encounter various bottlenecks if they go further up. Analysts believe that with the encouragement and support of the government, domestic LED companies have achieved rapid development through the Beijing Olympic Games, Shanghai World Expo, Guangzhou Asian Games, Shenzhen Universiade and 'Ten Cities and Ten Millions'. Next, LED lighting should be quickly recognized by consumers as a new energy-saving light source and enter the homes of ordinary people. The bottlenecks that need to be broken through are product categories, specifications, prices, brands, marketing models, and channel construction.

The traditional photo-enterprise turned to LED field

After the Copenhagen Climate Conference in 2009, energy saving and low carbon became the main theme of global singing. Recently, the National Development and Reform Commission, the Ministry of Commerce, the General Administration of Customs and other five departments jointly announced that they have decided to gradually ban the import and sale of incandescent lamps for general lighting in phases starting from October 1, 2012. After 5 years, incandescent lamps will basically be eliminated in China. This means that in the near future, this electric light source, invented by American inventor Edison in 1879, will gradually fade out of our sight and be replaced by efficient lighting products. Since mercury pollution of energy-saving lamps is being vigorously rendered by the media, and LEDs are supported by national and local policies, under such a large background, traditional lighting companies must maintain their advantages and switch to the LED field will be the only option.

EMC mode leading replacement project

Contract Energy Management (abbreviated as 'EMC') is a new type of market-oriented energy-saving mechanism. The essence is an energy-saving business method that pays the full cost of energy-saving projects with reduced energy costs. This energy-saving investment method allows customers to use future energy-saving benefits to upgrade factories and equipment to reduce current operating costs; or energy-saving service companies can provide energy-saving services to customers by promising energy-saving benefits of energy-saving projects or contracting overall energy costs. This operating model requires strong financial strength as a backing. At present, 100%, Myles, and other lighting companies have adopted this model. I believe that after more and more LED companies successfully operate capital, this model will be widely adopted by lighting companies in schools, factories, large supermarkets and other fields.

Mid-range and high-end lantern brands attack invisible channels

NVC Lighting's invisible channels, such as fish and water, followed by commercial lighting brands such as Pinshang and Sidon. In recent years, invisible channels have become the main battlefield for commercial lighting brands. Under this background, Jinda Lighting, Wenlian Lighting, Zhongyi Lighting and other crystal lighting brands have also begun to test the invisible channels and achieved certain results. Driven by them, in addition to the crystal lamp enterprises, it is expected that there will be a group of high-end flower lantern enterprises to grab invisible channels.

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