LED lighting companies caught in the channel war

The king of channels has always been regarded as the benchmark for the lighting industry. Whoever owns the channels will have absolute market occupation rights. Looking at the channels of the current lighting market, there will be wars and smokes everywhere, but no one can claim to be an absolute winner. Whether it is a traditional dealer robbing the war, or a winning battle in the engineering channel, or a new war in the electronic business war, every war is played by the soldiers and the generals.

Dealer Channel: It is difficult to maintain loyalty

After the Spring Festival in 2014, the various dealer conferences of lighting companies blossomed from one place to another. One was to release new products, promote the brand image of the company, and maintain the loyalty of existing dealers. Another important reason is that the general trend has expanded to attract new dealers.

However, the actual effect of many companies' investment is not obvious, and the exuberant scenes that have been created with huge amounts of money are just a flash in the pan. There are only a handful of dealers contracted on the spot, and there are very few dealers who follow the contract.

Perhaps a lighting company with a good brand reputation has certain advantages in attracting investment. However, maintaining the loyalty of distributors is still an obstacle that these enterprises can hardly circumvent. The habitual "defective behavior" of dealers is a lot of lighting companies. Have to take tough countermeasures, NVC lighting, Op lighting lighting companies on their spokesmen to issue "blocking order", expressly prohibited dealers may not operate without NVC, Op family commercial lighting conflict s brand.

Compared to large companies maintaining distributors' confusion, small and medium-sized lighting companies are still faced with difficulty in attracting business in terms of channel expansion, and it is even harder to attract better businesses. Companies either fail to attract suitable or powerful distributors or recruit The loyalty and distribution power of distributors are very limited, resulting in weak sales of end products. Some companies have even fumbled for three or five years in the market and are still unable to establish a sound sales network.

Engineering channels: tricky hidden human cards difficult to fight

At present, lighting projects for many projects in the market are based on tendering to select lighting suppliers. In addition to comparing hard targets such as prices and parameters, project bidding is also used to hit people's cards, which also makes some trickery surging. In order to successfully win the bid, some companies will strengthen the “interaction” with responsible tenderers. Some of the people who can influence the selection of bidders will also become “public” objects of many companies. Under similar conditions such as price and parameters, the tendering parties will also Will tend to those companies that will come to work. In the context of increasing costs and declining prices, it is difficult for some companies to add more cost to the engineering project. This also leads to difficulties for these companies to break through in the engineering channels. In general, engineering projects prefer to use familiar ones. As a result, over time, some companies that had previously derailed themselves from engineering projects missed out on projects.

E-commerce channels: Taste new easy to fight flow out of place

With the rapid rise of Taobao, e-commerce has become an inescapable topic in the lighting industry. Lighting companies have also opened the prelude to e-commerce wars, and have become increasingly fierce.

Joining e-commerce companies, companies have their own tricks, both the integration of Chau Ming shares in Wuyuan, but also rely on Tmall, Jingdong and other professional shopping platform to borrow the mountain stone strokes, and other companies will fight alone Build an e-commerce platform.

However, it is still difficult for companies that make great inroads into e-commerce companies to talk about ease. E-commerce is indeed a bone of frustration, and companies that have already invested heavily in e-commerce are faced with e-commerce, and there is even a sense of misfortune that food is worthless.

The main reason for these enterprises to produce such unemotion is still the contradiction between online and offline. The online platform seeks for the offline entity experience. There seems to be a knot that cannot be solved: Because the operating cost structure is not online or offline. Similarly, online e-commerce platform is difficult to find the "inside" of traditional channels under the line.

In addition, companies are also bitter in their fight for traffic. Faced with tens of thousands of lighting products, enterprise products must be able to compete in the traffic flow in order to stand out from this vast array of products and attract consumers. However, traffic interception also involves click-through rate and exposure rate. And many other factors, lighting companies that have just attempted to use e-commerce will find it hard to climb to the top in a short period of time.

Although channel warfare is not good to fight, but the war is imminent, lighting companies have to braced themselves forward and say that one thousand and ten thousand, product quality and good reputation are always the only way for companies to respond to war, therefore, whether it is Taking the distributor channel, engineering channel, and e-commerce channel, or both, the principle that the company is always divorced is to cultivate internal strengths, plus clever marketing methods, to be successful.