Analysis of LED brand channel status1

At present, LED enterprise brands such as mercury and mercury, and competition can be imagined. In addition to the competition of product power, everyone believes that the channel is the world. Yiguang LED lighting has successively deployed troops in 19 provinces across the country, developing the channel construction obtained by 800 dealers and 3000 distribution outlets. foshan Lighting basically covers all provinces and most prefecture-level cities and county-level cities in the domestic market. At present, there are about 3000 dealerships and 3000 hardware outlets in domestic channels. However, the homogenization of products, the market competition pattern of upstream production enterprises is chaotic, the operating conditions of downstream businesses are becoming increasingly bleak, and the operation and management of dealerships are becoming increasingly difficult. First of all, many brands have reduced the decoration, sample loading, store layout and management and maintenance capabilities of terminal dealers, bringing operational burden to new dealers. Secondly, the requirements for pre-sales and after-sales service of physical stores are extremely high. Moreover, problems such as overcapacity and homogenization of products have seriously restricted the healthy development of the lighting industry. The poor awareness of product innovation and the failure to expand the product style of single category in time have led to the extremely serious homogenization of products of various brand manufacturers, with mixed product quality and supply price. in addition, many brand manufacturers have not paid attention to the protection of intellectual property rights for a long time and it is difficult to safeguard their rights. More and more samples are bought to open factories, which has aggravated the bubble morbidity of the industry. it has brought great challenges to the sound development of terminal distributors. Obviously, the Times have changed. It is estimated that China's online shopping scale will increase by 249 and the online shopping rate will reach 17. By 2015. 5. The scale of home e-commerce will reach 205 billion yuan. It is under this foreseeable impact that Volkswagen brand lighting manufacturers such as Philips, NVC and op have also joined the E-commerce channel War to realize two steps online and offline. It is understood that the proportion of e-commerce channels in the domestic lighting field is about 7. The development of e-commerce is forcing traditional lighting enterprises to carry out reforms and rushing to the offline multi-level distribution system of traditional lighting. At present, the trend of online and offline integration of LED lighting enterprises is emerging.