LED channel "secret warfare" white hot multi integration inevitable

This article not only analyzes the pros and cons of the current channel competition, but also the most important demand is that the lighting industry has come to realize the strong relationship between "competition" and "cooperation". "Bloody fight": the traditional channel began to be "quiet". There is no doubt that brand surrogate mode is still the most common and common channel mode in lighting industry even if "channel wins and terminal is king". The increasingly mature mode of direct operation has begun to emerge and become a new force in channel construction. "Three years without opening, opening for three years", but the widespread attention of the engineering mode, though not enough, businesses are becoming herons. With the increasing popularity of the Internet, the 1980s and 1990s are becoming the main consumers. The above four traditional channel models have been extended and survived for many years. As the saying goes, traditional is the most effective and convenient. However, people in the industry are well aware that such a channel mode has stirred up disorderly competition between enterprises and between channels and distributors, between brands and markets, between large and small regions. Such competition can no longer be described simply by "white hot". It is almost the bloody situation of "bayonet". In the process of visiting enterprises, it is easy to find that in the channel construction, enterprises will encounter three major problems, such as lack of experience in pattern design, low awareness of brand recognition and less product types. To solve such a bottleneck, the core point is to build a diversified channel mode. Attention should be paid to brand building and channel development. With good brands and perfect channels, enterprises will be able to seize market opportunities faster. The "sweeping" of traditional channels began to slow down in a war without smoke. Disorderly and vicious competition, let the relatively vulnerable brands begin to cooperate with the big brands and big dealers alliance. The era of diversified channel integration has arrived. The separation of "Princes": multiple channels focus on the highlight of brand advantage, and the intensification of competition in the lighting industry promotes the development of marketing channels in a pluralistic way. This will also affect the future pattern of the lighting industry. The flattening of channels is conducive to maximizing the profit of manufacturers and strengthening the control of the terminal market. In the future, direct business areas, single store franchised businesses, and direct terminal chains will gradually be adopted by the powerful lighting brand manufacturers. Diversification of channels will promote more diversification of competition, and the intensity and means of competition will be higher. This will also promote the polarization of market structure, the stronger the stronger, the weaker the weaker. From the information analysis of different media, several famous brands of lighting and lighting in China are using their own product advantages and corporate cultural advantages to establish a solid marketing channel. Mu Lin Sen's channel development is particularly active, the channel has already sunk to the three or four line market. Successively launched the "Baihui project", "golden autumn peak season action" and "last mile" channel promotion activities, and comprehensively went deep into the three or four line cities nationwide, nearly more than 18000 outlets nationwide. Sunshine lighting has more than 1500 stores and more than 2000 dealers in China, and sunshine itself has a more perfect traditional channel advantage, which has become a ready channel for LED product promotion. Lonon lighting has unique advantages in hardware channels and home lighting stores. At present, the sales volume of Lonon dealers is about 50%, and the proportion of LED products is more than 20%, about 40%, about 33%, or more than 50%. Two years ago, Chang Fang lighting announced that the terminal construction should be the focus of the investment, starting with the strategy of "100 cities and 1000 stores, winning the terminal", and establishing no less than 1000 core terminal distributors in the 100 main cities of the country. New normal: the transformation of channel construction has gradually become rational as the three heroes and Aurora with 25 years of development, and a relatively complete channel system has been constructed. At present, there are permanent offices in more than 50 large and medium-sized cities throughout the country, including more than 5000 sales outlets, including exclusive stores. After lighting the market, OPPLE pays more attention to channel construction, especially the rapid development of the electricity supplier. At present, there are 37 offices, and there are more than 30000 terminal outlets in various domestic channels. Under the pressure of transformation, OPPLE resolutely chose multi-channel parallelism. Huayi lighting lighting uses its own brand name, and has more than 300 stores, more than 1000 lighting monopoly areas and sales outlets across the country, breaking through 3000. After 20 years of precipitation, the new tri lighting currently has more than 300 lighting stores in the country, more than 200 LED business experience Museum, and the main stores are located in municipalities, provincial capitals and key prefecture level cities. Since the beginning of 2014, the company has launched a branch or operation center mode, upgrading customer management to second levels. The listing of new products, price reduction and after-sales service can be realized at the first time, and ultimately achieve the purpose of deepening the channel, so that the channel of the delta is stabilized. The channel construction under the new economic normality has reached the critical moment of transformation, which is an indisputable fact. Where does the new diversification channel go? Is it going to continue to maintain fierce competition or to establish alliances? What is the core of real diversification? With such a problem, this newspaper has launched a special column on the construction of channels for the purpose of providing practical and practical cases and thinking for enterprises and channel providers.