LED lighting new era quietly change the channel model

       LED lighting market size of nearly one billion, and sketched out a coveted yourselves, competing distribution channels are becoming increasingly intense in 2014, where million-lighting, country star power, Korth Parkside, SFT lighting , Langshi lighting, Linsen, Foshan Lighting, Austria, represented by its Andean and other manufacturers, the implementation of human wave tactics, advertising bombardment of marketing mode, hold investment conference in the country, heavily pound channels. However, in the new era of LED lighting, the traditional channel model does not seem very effective.

 

After a short period of hot, the market seems to calm down again, most of the manufacturers have suddenly quiet, channel competition in a critical year, they are low-key stealth, or the same as the outside world questioned, will disappear in the rivers and lakes in China? Aladdin News Center reporters, in-depth frontline, to understand the real situation, "silence" behind.

 

Pound heavily in traditional channels subsequent weak performance

 

As we all know, have to channel the world, companies quickly expand channels for battle, to a certain extent, facilitate its passage opens, but the channel fast flowering, full swing, short term might "look beautiful", followed the but it is a serious depletion of funds, goods subsequent to keep up, and soon the business will be lost. According to industry veteran, said, LED lighting, a great impact on the future development of the traditional channels, because before distribution in large, when the LED lighting era comes, many agents still digesting the old inventory.

 

General Manager Mr. billion light lighting mainland  told Aladdin News reporter, "while at the same time promoting the channel construction and product development of two lines, if the market is expanding faster than the background building, product research and development did not keep pace, it will lead to reseller channel subsequent weak performance, which is the result of two different congenital physical work destined. "

 

"This is a problem we will encounter," general manager of Foshan Lighting Co., Ltd. Li Zhipeng domain Mao pointed out that "the first continuous decline in value of the chip, but also continue to enhance light efficiency, the effect of the old and new products are different; in particular, the flow of the brand will be a lot of pressure to the dealer inventories, such as the three male, NVC, Op and other large companies have a lot of twenty-three distributors, the product can be split down, but a lot of brand new diversion channel is poor, can not sink, all the pressure is to be borne by the agents; at the same time, their experience is far from ripe refining these three brands, so the backlog of goods warehouse odds greater diversion can not get through this type of proxy goods can only collect pressure, months and six months after the competition with rivals in price and technically there is no advantage, called digestion, is a process distressed. "

 

From their own, these original and not too strong in the traditional channels of business development and channel sink will encounter difficulties; now in the mainstream of several major brands such as LED lighting Op, according to the Buddha, ground fine through the first two years the "low-key stealth" has been a successful transition, to enhance the performance of the national channels, the formation of large distribution channels, while in non-mainstream businesses to some extent be suppressed. From the dealer perspective, the current lighting market and agents across the country have been on hand basically corresponding partner, it is difficult to make them re-agent new business.

 

He also said that from the environment, the current market price of the LED is not hot as expected, on "This year is the first year of a three-year LED development of gold", "LED usher in a spurt of development" and other phrases, only partly enterprise carnival.

 

"There are a lot of companies approach to sales to OEM chip or finished products, such as country star power; and Korth Parkside, Langshi these last few years by the high cost to get some sales, but its core technology or to ask somebody else, and its channel volume is much less three male, NVC, Op, according to the Buddha and other enterprises in the future costs can not match, so the next two years the most likely to be eliminated; SFT because exports and generation core strengths workers in the domestic market is only icing on the cake, so the risk is not so positive future impact; but with the growing competition in the export and OEM also has a large business in the snatch, relying on each company's own future the foundation of. "Mr. Li Zhipeng bluntly to Aladdin News reporter.

 

Channel electricity providers to diversify into a new focal point

 

After the traditional cold channel mode, these companies have tried to diversify sales channels, especially the rise of the electricity supplier will further deepen the impact of emerging channels of traditional channels. General industry view, channels and channel sink shock will be two important changes in the direction of the new channels, distribution, flat chains, online shopping is the basic path channel development.

 

Million in the first half of this year lighting channel expansion is undoubtedly high-profile leader, next to what action? In this regard, Mr. Li Jiannan said, "followed by the gradual illumination million light precipitation, the application of a phase has been to open up the market to do product planning, optimization, integration of the supply chain background, the establishment of quality management, and logistical resources in general are playing war. "it is understood that Everlight has planned its 2015 electricity supplier products, will also set up a special electricity supplier department of operations.

 

SFT had heavy pushing reseller channel, and now expanding efforts to diversify sources and focus on pushing "E Light Express", but the effect did not appear; likewise, Langshi lighting electricity supplier channels also force this year conducted a series of conferences and electricity supplier shopping guide training combat training, the same effect is unclear; the first half of 2014 to expand the traditional distributors Korth Parkside, after a large-scale construction in the second half suddenly "disappeared", according to Cohen Parkside insiders, "focus on the second half of Korth Parkside quietly explore the electricity supplier channels, currently in the testing phase." However, according to industry sources, Korth Parkside because shareholders too, and in its early large-scale investment channels, the current precarious financial chain; country star power after a series of high-profile meetings and product launches dealers, the pace slowed down, the recent change of Rising of shares and whether executives will have to open up its drastic channels the impact is not known.

 

Change the direction of the channel model quietly prospects uncertain fuzzy

 

Manufacturers are secretly promoting large-scale channel adjustment, which reflects the entire lighting industry will usher in a new round of changes channel mode. Channel structure of the traditional lighting industry, are layers and layers of interest intercepting proxy mode. In LED lighting, and a new era of Internet superimposed double effect of traditional centralized operational model is gradually decay, the old pattern and can not quickly open market, "Renduermai", the industry also does not seem to find an effective way and methods to quickly open market.

 

At present, several transition path can think there is a big difficulty for the main low-end market, the profit of the domestic lighting manufacturers are not high, the cost of the control and efficiency improvement is the most valued, and these two points traditional lighting channels one can not do, and therefore, these companies have tried to diversify sales channels, and hope in the electricity business.

 

To enter the field of electronic business is in line with current market trends to try, but the lighting manufacturers can make a breakthrough in this field is still not clear. Currently in addition to Philips, NVC, Op, Chau Ming Han source other companies and financial advantage by virtue of its size, the electricity supplier channels deemed to be some of the results, the lighting industry to expand in the field of electronic business is still very shallow. O2O recent wind blowing, insiders believe that the traditional lighting brings a new marketing thinking and beacons, O2O mode which brings together a comprehensive line store and online sales integration, in the future development or will have a profound impact on China's lighting industry.

 

Perhaps, as Mr. million lighting  said, there are different at different stages of play. In the channel expansion era, these companies are invariably expand the channel network in mainland China to move faster in fierce competition in the distribution market. And how to use the actual situation with their own good that has been opened, "Renduermo" in the market, it is every business needs to think about the next step.www.luxledchina.com