Who is the LED brand worthy of acting?
[Source: Gaogong LED's "LED Lighting Channel", 2013, Issue 4 (Total Issue 40) Reporter / Zhou Jianhua] 2012 is undoubtedly the "first year" of LED lighting channels, and will become the LED lighting channel brand competition in 2013. The year of the turning point. The commercial and home lighting fields are becoming the main market for manufacturers to break through. However, there is still a lack of tacit understanding between LED lighting brand manufacturers and channel vendors. In particular, there are still many confusions among channel vendors on LED technology, products and brands. The pace of LED lighting channels construction is not as fast as imagined.
Door to door
In March of this year, the reporter entered a beautiful lighting store in Linyi Lighting City. There are not many LED products. The LED series ceiling lamps are displayed in two exhibition walls. When the reporter asked if there was an LED 3W bulb, the shopping guide informed: Upstairs.
Originally on the second floor, "Hidden" Wrigley Lighting LED Monopoly Exhibition Hall. Under the question, the price of the same level of products is about 15%-20% cheaper, and the product line is more abundant and the selectivity is higher. "The LED of this brand is better than the beautiful one." The shopping guide added one sentence.
“Although Optel has many outlets and rich product lines, its products that are close to the market and competitive in price are relatively slow. Maybe it will wait until April and May to produce new products.†Op Lighting Monopoly in the same lighting city Shop, a 3W ceiling light wholesale price still needs 125 yuan, the shopping guide said that as a big brand dealer is difficult to achieve a balance in the cost-effective helpless. The same flaw occurred in Foshan Lighting Linyi store, where a display panel was placed at the main entrance, but the products were other unknown brands.
Small factory LED products rely on “low price and high quality†to win, and the market share is naturally large. Even so, many dealers are afraid of quality and after-sales problems, and dare not establish long-term cooperative relationship with them.
On the contrary, a group of people who insist on doing LED for many years, or traditional light source lighting companies, are more prominent, such as Guoxing Optoelectronics, Mulinsen Lighting, Broadcasting Lighting, Jiamei Lighting, Xinteli Lighting, Auman Technology Lighting, etc., or in pure monopoly engineering. Display stores, or have a good performance in the field of distribution and distribution.
Originally in the second and third line, dealers sandwiched in the “middle layer†are also willing to cooperate with them, and some merchants rely on such “up-and-coming talents†to stand out from the traditional lighting pattern and become the “new generation†of the terminal.
As for the traditional distribution of large households, more is to firmly control the resources of first-line and even multinational corporations. For example, this year's Philips new product ordering conference announced that the distribution price of ordinary LED T8 pipes is less than 60 yuan. Liu Tongguang, chairman of Tianma Lighting, thinks this is a A very important turning point, no matter from engineering or distribution, LED products, prices, brands and other systems will undergo no small changes.
"shallow" cooperation
"We started LED indoor lighting project two years ago, but we have not established a long-term agency relationship with a certain brand, mainly because of the quality and after-sales. I believe that most dealers in Hangzhou and even major cities in China are in this state of mind. "At the "2013 China Good Products Tour Exhibition and Merchants Conference", a dealer from Hangzhou told a senior engineer.
Before the emergence of the brand agent form, LED lighting is in a situation of bulk cargo management. There is only a simple relationship between the manufacturer and the merchant. There is basically no support, protection or after-sales. Since the cost of purchasing goods to the manufacturers is too high, the wholesalers will try to purchase from several manufacturers as much as possible.
With the development of the industry and the intensification of competition, LED manufacturers began to select high-quality businesses, and find ways to stabilize high-quality businesses, the frequency and quantity of purchases of merchants increased. As a result, manufacturers began to implement multi-category production, conditional arrears, and after-sales return rate. As a result, the relationship between the merchant and the manufacturer is relatively fixed, although it is only a commercial connection, but the cooperation between the two has a continuation of the agreement.
LED manufacturers naturally hope to have high-quality dealers to do long-term agents. However, dealers have to consider different things. In the process of gradually replacing traditional lamps with LED products, dealers hope to keep up with the trend but are not willing to take too much risk, always want to maximize profits but are not willing to suppress inventory.
"All aspects of the industrial chain, especially the current profitable distributors are not willing to give up some of the vested interests is one of the difficulties of LED penetration terminals." Min Hua Lighting, managing director of Guoguang Lighting concluded.
“What kind of products customers need, price and specifications, we will adjust the goods to help get the products.†This is the process of “Lighting Channels†reporters visiting the market, when asked what kind of LED products are mainly operated in the store, 95 % of dealers will answer this.
“First of all, it is impossible for LED manufacturers to produce lamps of various types and models; secondly, it is impossible for a single dealer to reserve all kinds of products for customers to choose. Therefore, when customers need certain products in their own stores, dealers The transfer of goods is the most direct and efficient way. It not only meets the needs of customers but also gives them a rich impression of the product line." A dealer of a listed LED company analyzed the "Lighting Channels" reporter.
Who is the backer
During the reporter's visit to several cities in East China, most of the dealers were bothered by the frequent “harassment†of the major LED manufacturers' salesmen in the past two years, but they also suffered from “a lot of confusion†and did not know how to choose. Good products and good brands.
In fact, with the intensification of manufacturers' competition for lighting channels, the relationship between merchants is becoming more and more complex. There are first-level merchants who compete with the second-level merchants for the following prefecture-level markets, and there are also local merchants who cross the first-level merchants and Manufacturers are coming and going.
"Not only is the channel upgrade of the manufacturers, the competition between the merchants is becoming more and more powerful, and the shuffling will be more significant this year." Huang Xing, the person in charge of lighting chain in Hangzhou, said. The strong competition in the channel has made the concept of terminal success gradually deep into the hearts of the people. Manufacturers and dealers have also strengthened the terminal, eager to have a strong voice.
The LED lighting wave is coming, and the dealers stationed in the terminal stores are worried because they are faced with "the performance is not going, who to choose."
“In particular, middle-level dealers like ours, unlike local big-sized households, have deep connections and strong financial strength, can simultaneously stabilize several first-line brands, or simultaneously control more than ten new LED brands; they can’t be like ordinary ones. In the husband-and-wife shop and the small shop, when they encounter problems, they will go away." Yang Zhongchen, the person in charge of Linyi Huaxia Lighting, said.
In fact, not only is the "sandwich layer" uncomfortable, but the big family also has their anxiety and confusion. Traditional lighting companies rely on dealer channels to make their own homes. The facts also prove that traditional dealer channels have a successful model to follow. Even traditional strong brands such as Philips, NVC, Op, Sanxiong, etc., still rely on traditional dealer channels. .
However, with the advent of LED lighting products, it has caused a great impact on traditional lighting companies, and their traditional dealer channels have become more crowded. LED lighting has since entered a diversified era.
At the same time, Liu Tongguang, the chairman of Tianma Lighting, which is the agent of Philips, NVC, Sunshine and Aoxe products, has obviously felt that the current LED lighting is unstoppable and has already threatened enterprises that operate traditional lighting products.
"If we can't keep up with the trend, we may also be eliminated. My confusion as a dealer is even more serious. I have been thinking about this time. First, I have done well in the traditional lighting era. I don't know who is in the LED lighting era. Second, the quality risk, the engineering case in recent years illustrates this problem; third, there is still risk of price cuts, we dare not invest heavily." Liu Tongguang said.
As a dealer, Liu Tongguang suggested to his peers: First, the products designed and developed should have their own characteristics, find their own advantages, and avoid each other; second, product positioning should be close to the market (real needs); third, marketing policies should be mutually beneficial Fourth, new products can be considered for new channels.
In this regard, another lighting distributor - Chongqing Light Matt Lighting Co., Ltd. Chairman Wang Shunbo believes that LED lighting dealers' way out is to do their own brand, and second, to be a mainstream manufacturer in the local service providers. The problem of engineering services is inseparable from the local dealers. This is an opportunity.
Door to door
In March of this year, the reporter entered a beautiful lighting store in Linyi Lighting City. There are not many LED products. The LED series ceiling lamps are displayed in two exhibition walls. When the reporter asked if there was an LED 3W bulb, the shopping guide informed: Upstairs.
Originally on the second floor, "Hidden" Wrigley Lighting LED Monopoly Exhibition Hall. Under the question, the price of the same level of products is about 15%-20% cheaper, and the product line is more abundant and the selectivity is higher. "The LED of this brand is better than the beautiful one." The shopping guide added one sentence.
“Although Optel has many outlets and rich product lines, its products that are close to the market and competitive in price are relatively slow. Maybe it will wait until April and May to produce new products.†Op Lighting Monopoly in the same lighting city Shop, a 3W ceiling light wholesale price still needs 125 yuan, the shopping guide said that as a big brand dealer is difficult to achieve a balance in the cost-effective helpless. The same flaw occurred in Foshan Lighting Linyi store, where a display panel was placed at the main entrance, but the products were other unknown brands.
Small factory LED products rely on “low price and high quality†to win, and the market share is naturally large. Even so, many dealers are afraid of quality and after-sales problems, and dare not establish long-term cooperative relationship with them.
On the contrary, a group of people who insist on doing LED for many years, or traditional light source lighting companies, are more prominent, such as Guoxing Optoelectronics, Mulinsen Lighting, Broadcasting Lighting, Jiamei Lighting, Xinteli Lighting, Auman Technology Lighting, etc., or in pure monopoly engineering. Display stores, or have a good performance in the field of distribution and distribution.
Originally in the second and third line, dealers sandwiched in the “middle layer†are also willing to cooperate with them, and some merchants rely on such “up-and-coming talents†to stand out from the traditional lighting pattern and become the “new generation†of the terminal.
As for the traditional distribution of large households, more is to firmly control the resources of first-line and even multinational corporations. For example, this year's Philips new product ordering conference announced that the distribution price of ordinary LED T8 pipes is less than 60 yuan. Liu Tongguang, chairman of Tianma Lighting, thinks this is a A very important turning point, no matter from engineering or distribution, LED products, prices, brands and other systems will undergo no small changes.
"shallow" cooperation
"We started LED indoor lighting project two years ago, but we have not established a long-term agency relationship with a certain brand, mainly because of the quality and after-sales. I believe that most dealers in Hangzhou and even major cities in China are in this state of mind. "At the "2013 China Good Products Tour Exhibition and Merchants Conference", a dealer from Hangzhou told a senior engineer.
Before the emergence of the brand agent form, LED lighting is in a situation of bulk cargo management. There is only a simple relationship between the manufacturer and the merchant. There is basically no support, protection or after-sales. Since the cost of purchasing goods to the manufacturers is too high, the wholesalers will try to purchase from several manufacturers as much as possible.
With the development of the industry and the intensification of competition, LED manufacturers began to select high-quality businesses, and find ways to stabilize high-quality businesses, the frequency and quantity of purchases of merchants increased. As a result, manufacturers began to implement multi-category production, conditional arrears, and after-sales return rate. As a result, the relationship between the merchant and the manufacturer is relatively fixed, although it is only a commercial connection, but the cooperation between the two has a continuation of the agreement.
LED manufacturers naturally hope to have high-quality dealers to do long-term agents. However, dealers have to consider different things. In the process of gradually replacing traditional lamps with LED products, dealers hope to keep up with the trend but are not willing to take too much risk, always want to maximize profits but are not willing to suppress inventory.
"All aspects of the industrial chain, especially the current profitable distributors are not willing to give up some of the vested interests is one of the difficulties of LED penetration terminals." Min Hua Lighting, managing director of Guoguang Lighting concluded.
“What kind of products customers need, price and specifications, we will adjust the goods to help get the products.†This is the process of “Lighting Channels†reporters visiting the market, when asked what kind of LED products are mainly operated in the store, 95 % of dealers will answer this.
“First of all, it is impossible for LED manufacturers to produce lamps of various types and models; secondly, it is impossible for a single dealer to reserve all kinds of products for customers to choose. Therefore, when customers need certain products in their own stores, dealers The transfer of goods is the most direct and efficient way. It not only meets the needs of customers but also gives them a rich impression of the product line." A dealer of a listed LED company analyzed the "Lighting Channels" reporter.
Who is the backer
During the reporter's visit to several cities in East China, most of the dealers were bothered by the frequent “harassment†of the major LED manufacturers' salesmen in the past two years, but they also suffered from “a lot of confusion†and did not know how to choose. Good products and good brands.
In fact, with the intensification of manufacturers' competition for lighting channels, the relationship between merchants is becoming more and more complex. There are first-level merchants who compete with the second-level merchants for the following prefecture-level markets, and there are also local merchants who cross the first-level merchants and Manufacturers are coming and going.
"Not only is the channel upgrade of the manufacturers, the competition between the merchants is becoming more and more powerful, and the shuffling will be more significant this year." Huang Xing, the person in charge of lighting chain in Hangzhou, said. The strong competition in the channel has made the concept of terminal success gradually deep into the hearts of the people. Manufacturers and dealers have also strengthened the terminal, eager to have a strong voice.
The LED lighting wave is coming, and the dealers stationed in the terminal stores are worried because they are faced with "the performance is not going, who to choose."
“In particular, middle-level dealers like ours, unlike local big-sized households, have deep connections and strong financial strength, can simultaneously stabilize several first-line brands, or simultaneously control more than ten new LED brands; they can’t be like ordinary ones. In the husband-and-wife shop and the small shop, when they encounter problems, they will go away." Yang Zhongchen, the person in charge of Linyi Huaxia Lighting, said.
In fact, not only is the "sandwich layer" uncomfortable, but the big family also has their anxiety and confusion. Traditional lighting companies rely on dealer channels to make their own homes. The facts also prove that traditional dealer channels have a successful model to follow. Even traditional strong brands such as Philips, NVC, Op, Sanxiong, etc., still rely on traditional dealer channels. .
However, with the advent of LED lighting products, it has caused a great impact on traditional lighting companies, and their traditional dealer channels have become more crowded. LED lighting has since entered a diversified era.
At the same time, Liu Tongguang, the chairman of Tianma Lighting, which is the agent of Philips, NVC, Sunshine and Aoxe products, has obviously felt that the current LED lighting is unstoppable and has already threatened enterprises that operate traditional lighting products.
"If we can't keep up with the trend, we may also be eliminated. My confusion as a dealer is even more serious. I have been thinking about this time. First, I have done well in the traditional lighting era. I don't know who is in the LED lighting era. Second, the quality risk, the engineering case in recent years illustrates this problem; third, there is still risk of price cuts, we dare not invest heavily." Liu Tongguang said.
As a dealer, Liu Tongguang suggested to his peers: First, the products designed and developed should have their own characteristics, find their own advantages, and avoid each other; second, product positioning should be close to the market (real needs); third, marketing policies should be mutually beneficial Fourth, new products can be considered for new channels.
In this regard, another lighting distributor - Chongqing Light Matt Lighting Co., Ltd. Chairman Wang Shunbo believes that LED lighting dealers' way out is to do their own brand, and second, to be a mainstream manufacturer in the local service providers. The problem of engineering services is inseparable from the local dealers. This is an opportunity.
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