How do LED enterprises break through the difficult problem of channel construction?1

In April 16, a paper ban of OPU lighting pushed the industry Channel war to the forefront. Many enterprises felt the dilemma of channel construction. On the one hand, traditional enterprises transformed and LED, and had no time to take into account the construction of supporting channels. On the other hand, most enterprises stay at the level of distributors and agents for channels. However, as a rising star in the lighting industry, what kind of channels are suitable for LED lighting and how do LED channels need to be established? Worth thinking about. Liu Kefeng, vice president of Shenzhen Jiawei Photovoltaic Lighting, told reporters that the channel is simply the way to sell products to consumers. In the industry, channels are usually divided into: traditional channels, Channel modes of large logistics and large circulation through distributors. Engineering channel, through the engineering business, designers, project operation-based channel mode. Hardware Channel is a channel mode of selling goods on a commission basis through hardware shops all over the streets or villages. Directional channel, the channel mode of directional sales aiming at one or several industry fields. There are also popular e-commerce channels at the moment, and the channel mode of online sales through e-commerce. There are many kinds of channels and various forms. However, the current channel difficulty of enterprises is that they do not know which channel mode to choose. How should enterprises choose the right channel? In this regard, Liu said that choosing the right channel is particularly important for the development of enterprises. This is an era of change, but also an era that needs to be passed. This is an era of fierce fighting and an era full of unlimited business opportunities. On the stage of the lighting market, a wonderful war is being staged, and the prelude to domestic and foreign lighting competition has begun. The work started by lighting enterprises is far more than channels, products, prices and promotions, but also increases the emphasis on customers, costs, convenience and communication. With the ban on low-carbon, energy-saving, and emission reduction of ten cities, the introduction of various policies has accelerated the promotion of the LED industry. However, many enterprises have only seen the huge opportunities brought by LED lighting. Under the condition that the products and supply chains are not ready, they have implemented crowd tactics in the marketing port regardless of cost, one after another. there is a growing trend, and after a large amount of investment, there is little effect. There are more and more patent applications for products, but less and less innovation. Prices are getting lower and lower, and profits are getting less and less. Enterprises only pay attention to tactics and ignore strategies. This is an era full of opportunities and challenges. Liu said that the key to channel competition lies in capital, team, front-end (Marketing), Background (Supply) , Products, service capabilities, response speed, core values of the enterprise, and existing resources. So as a long-term development of enterprises to do a few ports: Market (Brand promotion), Products (R & D), Marketing, background (Supply System). Reflecting on enterprises with traditional lighting scale of over, from 2000 to 2010, their rapid development coincided with the golden decade of China's commercial development and the golden decade of China's real estate. There is no doubt that the future lighting industry will surely produce enterprises of 10 billion and tens of billions. Liu said that the current lighting belongs to the Spring and Autumn era. How can enterprises find their own territory in the future and focus on the present?