Innovation of channel mode in LED lighting industry is urgent
Now the LED projects in the industry have sprung up (It is said that there are more than seven thousand companies that can be investigated), One after another.
Some experts said that in the next step, the large-scale collapse of LED will surely arrive as scheduled.
This reminds me of a question, that is, how to innovate the marketing mode of the homogeneous LED market at this stage?
In retrospect, at this stage, the leaders in the lighting industry are all enterprises that dare to be the world's first in marketing mode. For example, Opal started with kitchen and bathroom lamps and is ingenious in the intensive cultivation of channels.
NVC Lighting is also far-sighted and far-sighted in the integration of channel mode, capital and industrial chain.
Therefore, homogeneous LED enterprises can only innovate in marketing mode, especially in channel mode, which is one of the better ways out.
Some experts say that there are two types of enterprises in the future that are market competitive. One is technology-oriented enterprises driven by capital, and they produce relatively fixed products.
The technology and cost of products are their core competitiveness. The second category is LED light environment application enterprises. Their competitive advantages come from their deep understanding of light environment and deep insight into human nature.
The author thinks that this is generally correct, but in terms of timeliness, many LED enterprises have already completed their work, and it is impossible to create competitive advantages in products and capital in the short term. Then, what should we do?
Therefore, I think that the innovation of channel mode is one of the ways out. So, how to innovate the channel model?
The innovation of channel mode comes from two aspects. One is the benefit distribution mode in the agency mode. To be blunt, it is a closer cooperation mode with distributors;
The second is the breakthrough of the width, depth and saturation of the channel.
To put it bluntly, it is the effective coverage rate of channels to end users. First, let's talk about the distribution of benefits with agents.
The author has written an article called Channel innovation before-
Four special agents are the way out. Interested readers can't help looking for them. Baidu keyword search can be understood in detail. The author will tell the conclusion below. What are the four special agents?
The four specialties mainly refer to special personnel, professionalism, concentration, and proprietary funds.
The special person is to ensure that the agent can concentrate manpower on the agent's brand, so that the agent's brand can be successfully operated in the short term. To put it bluntly, in the construction of the team, the agent implements the class Business Department system, different teams, different brands, different brands, as a separate profit center.
However, if a team of dealers operates multiple brands, it is easy to care about one thing and lose another. They are often driven by interests and focus on brands that have money to earn in a short period of time and have little resistance to market promotion.
Professional, is to protect the dealer's traders (Or himself)And the team can be qualified for the job requirements.
For dealers or themselves, they generally have many years of experience in the industry.
Concentration is to ensure that dealers go all out to do things.
It is a key and indispensable element in the four special requirements. The reason why the author recommended (Or approved)
The senior managers of the company do the logistics business, largely because they are more concentrated, and concentrate, in order to go all out to do things.
The special capital is relatively simple, in order to ensure the independent division (Even if it is virtual)Money is dedicated to special funds.
So, how can the current lighting industry find the ideal four-type agents?
One of the answers given by the author is to attract professional managers with strong professional ability to cooperate.
To put it bluntly, it is to cooperate with the senior professional managers trained by the company and set up a joint-stock company.
Enterprises can buy shares with goods, professional managers are responsible for warehouse and personnel recruitment, accounting for small shares. The risks of both parties share the benefits.
Of course, in the early stage of operation, in order to avoid risks, enterprises can have some control measures. For example, enterprises can promise-
Complete withdrawal of shares within 4 years, allowing professional managers to fully occupy shares.
Managers who grow up in the enterprise have a better understanding of the enterprise. Both sides have a foundation of moral trust and their abilities have also been inspected by the enterprise.
The key point is that professional managers are migrant workers after all, and their driving index is relatively low. If they mix in enterprises, they can earn more than 100,000 yuan a year. If they operate the operation center, they can earn 30 yuan a year-500 thousand will definitely go all out. Plus the small investment in the initial stage of their own business. Therefore, there is no doubt about concentration.
Let's talk about the effective coverage of channels and the extension of channels.
The market development of LED, most enterprises focus on the traditional lighting market, in fact, out of the industry, we found that there are still many vast markets and great achievements, such as: hardware professional channels, have you paid attention to it? There are data showing that Philips lighting accounts for about of its distribution in hardware channels;
This is a huge, relatively primitive market competition; For example, KA channel, do you pay attention to it?
For example, do you pay attention to the professional engineering dealers of wires and cables?
Their engineering operation ability is much higher than that of dealers in the lighting industry; For example, the township distribution market, do you pay attention to it?
With the urbanization of rural areas, it is said that 40 trillion of the investment scale will be started. How to connect with the township market in the channel mode, enterprises, are you ready.
Of course, the innovation and breakthrough of the channel model are far more than that.
LED's market breakthrough, in the circulation link, channel breakthrough is the key.
The foreseeable future is that the competition in the LED market is bound to be the power of capital, products and technology, and the enterprises that are at the forefront of the industry in the innovation of channel mode.