LED channel "dark war" multicomponent integration into inevitable

This article is not only an analysis of the advantages and disadvantages of the current channel competition, but the more important appeal is that the lighting industry is really aware of the strong relationship between "competition" and "cooperation"... "Bloody" fight: the traditional channel mopping up "Silence" is no doubt, even in the "channel winning, terminal is king" today, the brand agent model is still the most common and most common channel mode in the lighting industry. The increasingly mature model has emerged as a new force in the construction of channels. "Three years do not open, open to eat for three years," but the general concern of the engineering model, although not willing, business is if the heron. With the growing popularity of the network, the post - 1980s and post-90s are gradually becoming the main consumer, and the network for selling lights is in the ascendant. The above four traditional channel models have been extended and survived for many years. As the saying goes, the traditional is the most effective and the most convenient. However, the industry people are very aware that such a channel model has aroused the disorderly competition between enterprises and enterprises, between channel merchants and channel merchants, between brand and market, between large regions and small regions. Such competition, can not be used simply "white hot" to describe, almost to the "bayonet red" bloody situation. In the process of visiting the enterprise, it is not difficult to find that in the channel construction, the enterprise will encounter three problems, such as the lack of experience in pattern design, the low awareness of the industry brand, and the few types of enterprise products. To solve such a bottleneck, one of the key points is to build a diversified channel model. We should pay attention to the brand construction and channel expansion, with good brands and perfect channels, which can help enterprises to seize the market faster. The "mopping up" of the traditional channels began to fall into silence in a war without smoke. The disordered and vicious competition makes the relatively weak brands start to cooperate with the big brand and the big dealer alliance. The era of diversified channel integration has come. "Vassal" separatist: multi channel emphasis on brand advantage highlights the lighting industry competition intensifies the promotion of marketing channels towards diversification, and this will also affect the future pattern of the lighting industry. The flat channel is beneficial to the maximization of the manufacturer's profit and the control of the terminal market. In the future, the model of direct camp, single store and direct terminal chain is gradually adopted by the lighting brand manufacturers. Diversification of the channel will promote more diversification of competition, the intensity of competition and the higher means, which will also promote the polarization of the market pattern, the stronger the stronger, the weaker the weaker. From the information analysis of different media, several famous lighting brands in China have established a strong marketing channel by using their own product advantages and enterprise cultural advantages. The channel has been particularly active, and the channel has fallen to the three or four line market. It has carried out the activities of "Baihui project", "golden autumn peak season action" and "the last one kilometer" channel promotion meeting, in which the three or four line cities all over the country and nearly more than 18000 outlets all over the country have been carried out. Sunshine lighting in China has more than 1500 franchised stores, more than 2000 dealers, the sun itself has a more perfect traditional channel advantages, which has also become a ready channel for the promotion of LED products. Lonon lighting has a unique advantage in the channels of hardware channels and home lighting franchised stores. At current Lonon dealers' stores, the proportion of LED products over 20% is about 50%, over 40%, about 33%, and more than 50% of about 17%. Two years ago, Chang Fang lighting announced the terminal construction as the focus of investment, starting the "hundred cities thousand stores, decisive terminal" strategy, in the country's 100 main cities to establish no less than 1000 core terminal distributors. New normality: the transformation of channel construction has gradually become rational as a three male Aurora with 25 years of development, and a set of relatively complete channel system has been built. At present, permanent offices have been set up in more than 50 large and medium cities throughout the country, including more than 5000 sales and service outlets throughout the country. After the OPPLE lighting is listed, it pays more attention to the construction of channels, especially the rapid development of e-commerce. At present, there are 37 offices and more than 30000 outlets in various channels in China, and the network stores are all over the country. Under the pressure of transformation, OPPLE resolutely chose multi channel parallel. Huayi lighting lighting, using its own brand awareness, has more than 300 franchised stores, more than 1000 lighting franchised areas and 3000 sales outlets throughout the country. After 20 years of precipitation, there are more than 300 lighting franchised shops in the country and more than 200 LED merchants, which are mainly located in municipalities directly under the central government, provincial capital and key cities. Since 2014, the United States has carried out the mode of branch or operation center, and upgraded the customer management to the second level. The listing of new products, price reduction and after-sales service can all be realized in the first time, and finally reach the purpose of deepening the channel, making the channels of the United States stable. The channel construction under the new economic norm has reached the key moment of the transformation, which is not disputing facts. What is the core of the real diversification of the new diversified channel construction, to where to go, to continue to maintain intense competition or to establish alliance cooperation? With such problems, the newspaper has launched a planning column for the construction of the channel in this period, with a view to providing practical practical cases and thinking for enterprises and channel merchants.