In 2012, the world entered a time window for the complete elimination of incandescent lamps. Due to the continuous improvement of LED light efficiency and the decline of product prices, the advantages of LED lighting relative to traditional lighting continue to be highlighted. As the incandescent lamps gradually withdraw from the market, LED indoor lighting faces an explosive growth opportunity.
In the first half of this year, the global economy is still shrouded in the haze of debt crisis and fiscal austerity. Except for core countries such as Germany and France, the overall economy of the euro zone continues to decline. Among them, the countries represented by Greece and Spain have declined. Big.
According to statistics from the High-tech LED Industry Research Institute (GLII), in 2011, Europe and the United States accounted for 35%-40% of China's LED indoor lighting products. Since the beginning of this year, the economic recovery process in Europe and the United States has been slow, which has greatly weakened the local consumption of LED indoor lighting products. As of the first five months of this year, the domestic LED indoor lighting enterprises' orders from the European and American markets have dropped by 10%-15%. .
Since the end of last year, moving from overseas to the domestic market has become the first choice for many LED lighting export companies.
GLII recently conducted a survey of dozens of lighting cities and home plazas in China, and found that more than 90% of lighting shops have begun to sell LED indoor lighting products, and the remaining 10% of shops are also planning to sell LED indoor lighting from the second half of this year. Products, while in the same period last year, the number of shops selling LED indoor lighting products accounted for less than 40% of the total.
However, in the domestic LED indoor lighting market, the sales of products are mainly based on government and commercial engineering projects. The civilian market has not yet been opened on a large scale. Why is the size of the civilian market space so large, but it is difficult to promote it?
In addition to blaming the high price of products, production companies do not pay attention to their own brand promotion, channel development and sales staff training is also an important factor.
Brand first, price second
The brand represents the consumer's awareness of the product and can trigger the consumer's desire to buy. For enterprises, it is an intangible asset, and it is the best weapon for gathering wealth. Because of the brand, Apple's mobile phone sales in the world exceeded 250 million; because of the brand, Philips' lighting products are more expensive than others, and consumers are still rushing.
However, for the domestic LED industry, this is an era of competition, but it is also an era of brand scarcity.
Lack of brand support, the domestic LED industry is like a mollusk that has been pulled out of the spine, looks weak, looks deformed, has no vitality, the dealer does not hurt, the designer does not love! Due to the scarcity of brands, dealers are cautious about the choice of agency brands, and they are blind. They have fallen under the umbrella of assembly. Due to the scarcity of brands, it is difficult for designers to select reliable lighting products and put their own ideas about light and shadow art into practice. At the same time, who will do it after the sale, there is no clear conclusion.
As a result, the assembly is flooding the entire LED terminal lighting market, and the company that is the mainstay of the market is hard to be pushed to the front of the stage after the retreat; price wars have come one after another, becoming a “killing weapon†for enterprises, but there is never a minimum price, only more Low, this kind of injury to a thousand, self-destruction of the eight hundred competition, and ultimately fell the entire industry.
It can be said that paying attention to the brand and abandoning the price war that harms others is the wise move to pay attention to the development of the company itself and to pay attention to the future of the entire industry. As for how to build a brand? How to build quickly? How to rely on the brand to get rid of the cruel price war and grow into a leading enterprise in the field of LED lighting in China?
On the morning of August 18th, the CMO conference will invite key guests such as Guo Yunping, chief consultant of Yingyan team, and Tang Naibin, director of marketing of Guohao Optoelectronics, to give keynote speeches, or there will be answers you want here.
Without channels, there is no future.
Channels and brands are two essential tools for companies to seize the market. Nowadays, the domestic LED lighting industry brand is scarce, and everyone may stand out as the industry leader. However, if there is no support from the channel, how will our lighting products be delivered to the end consumers? What is the significance of our brand building? If the skin does not exist, will the hair be attached?
At present, LED lighting channels are mainly based on engineering design invisible channels and dealer channels.
The engineering channel is oriented to the government and large-scale commercial organizations. It is necessary to coordinate multi-party relations. The enterprise must have strong strength, strong government background and strong brand influence. However, all of these are the soft ribs that cannot be touched by most domestic LED lighting companies. ;
The dealer channel directly uses the means of distribution, agency, and franchise to directly face the end consumers. The channel lacks control over the profitability and loyalty of the dealers. If the incentives of the investment promotion policy are insufficient, it is difficult to find dealers to represent them. Brand. At the same time, if the agent is not profitable in the short term after the agent is selected, the dealers will withdraw and the phenomenon of defection will abound.
Therefore, for all non-OEM LED lighting companies, the channel is the only way for enterprises to become bigger and stronger, and it is imperative to deploy channels early. Dr. Zhang Xiaofei, a senior industrial researcher, asserted that “in the next three years, the channel will determine the winner of traditional lighting and LED lighting warsâ€. Of course, there is also a leader in the internal war of LED lighting.
In the first half of this year, the global economy is still shrouded in the haze of debt crisis and fiscal austerity. Except for core countries such as Germany and France, the overall economy of the euro zone continues to decline. Among them, the countries represented by Greece and Spain have declined. Big.
According to statistics from the High-tech LED Industry Research Institute (GLII), in 2011, Europe and the United States accounted for 35%-40% of China's LED indoor lighting products. Since the beginning of this year, the economic recovery process in Europe and the United States has been slow, which has greatly weakened the local consumption of LED indoor lighting products. As of the first five months of this year, the domestic LED indoor lighting enterprises' orders from the European and American markets have dropped by 10%-15%. .
Since the end of last year, moving from overseas to the domestic market has become the first choice for many LED lighting export companies.
GLII recently conducted a survey of dozens of lighting cities and home plazas in China, and found that more than 90% of lighting shops have begun to sell LED indoor lighting products, and the remaining 10% of shops are also planning to sell LED indoor lighting from the second half of this year. Products, while in the same period last year, the number of shops selling LED indoor lighting products accounted for less than 40% of the total.
However, in the domestic LED indoor lighting market, the sales of products are mainly based on government and commercial engineering projects. The civilian market has not yet been opened on a large scale. Why is the size of the civilian market space so large, but it is difficult to promote it?
In addition to blaming the high price of products, production companies do not pay attention to their own brand promotion, channel development and sales staff training is also an important factor.
Brand first, price second
The brand represents the consumer's awareness of the product and can trigger the consumer's desire to buy. For enterprises, it is an intangible asset, and it is the best weapon for gathering wealth. Because of the brand, Apple's mobile phone sales in the world exceeded 250 million; because of the brand, Philips' lighting products are more expensive than others, and consumers are still rushing.
However, for the domestic LED industry, this is an era of competition, but it is also an era of brand scarcity.
Lack of brand support, the domestic LED industry is like a mollusk that has been pulled out of the spine, looks weak, looks deformed, has no vitality, the dealer does not hurt, the designer does not love! Due to the scarcity of brands, dealers are cautious about the choice of agency brands, and they are blind. They have fallen under the umbrella of assembly. Due to the scarcity of brands, it is difficult for designers to select reliable lighting products and put their own ideas about light and shadow art into practice. At the same time, who will do it after the sale, there is no clear conclusion.
As a result, the assembly is flooding the entire LED terminal lighting market, and the company that is the mainstay of the market is hard to be pushed to the front of the stage after the retreat; price wars have come one after another, becoming a “killing weapon†for enterprises, but there is never a minimum price, only more Low, this kind of injury to a thousand, self-destruction of the eight hundred competition, and ultimately fell the entire industry.
It can be said that paying attention to the brand and abandoning the price war that harms others is the wise move to pay attention to the development of the company itself and to pay attention to the future of the entire industry. As for how to build a brand? How to build quickly? How to rely on the brand to get rid of the cruel price war and grow into a leading enterprise in the field of LED lighting in China?
On the morning of August 18th, the CMO conference will invite key guests such as Guo Yunping, chief consultant of Yingyan team, and Tang Naibin, director of marketing of Guohao Optoelectronics, to give keynote speeches, or there will be answers you want here.
Without channels, there is no future.
Channels and brands are two essential tools for companies to seize the market. Nowadays, the domestic LED lighting industry brand is scarce, and everyone may stand out as the industry leader. However, if there is no support from the channel, how will our lighting products be delivered to the end consumers? What is the significance of our brand building? If the skin does not exist, will the hair be attached?
At present, LED lighting channels are mainly based on engineering design invisible channels and dealer channels.
The engineering channel is oriented to the government and large-scale commercial organizations. It is necessary to coordinate multi-party relations. The enterprise must have strong strength, strong government background and strong brand influence. However, all of these are the soft ribs that cannot be touched by most domestic LED lighting companies. ;
The dealer channel directly uses the means of distribution, agency, and franchise to directly face the end consumers. The channel lacks control over the profitability and loyalty of the dealers. If the incentives of the investment promotion policy are insufficient, it is difficult to find dealers to represent them. Brand. At the same time, if the agent is not profitable in the short term after the agent is selected, the dealers will withdraw and the phenomenon of defection will abound.
Therefore, for all non-OEM LED lighting companies, the channel is the only way for enterprises to become bigger and stronger, and it is imperative to deploy channels early. Dr. Zhang Xiaofei, a senior industrial researcher, asserted that “in the next three years, the channel will determine the winner of traditional lighting and LED lighting warsâ€. Of course, there is also a leader in the internal war of LED lighting.
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