It is imperative to optimize the transformation and upgrading of channels in the LED era

LED lighting is in a menacing situation. According to a visit to enterprises in the industry and famous domestic lighting distribution centers such as Changzhou, it is found that basically the products in the first and second tier cities have been replaced with LED light sources. the market's recognition of LED is gradually rising. Obviously, the outbreak period of LED lighting is coming. As a new type of light source, LED is born for energy conservation, which conforms to the concept of green energy conservation advocated by the current international community. With the progress of human life and the development of science and technology, the sales model of products is also quietly changing. In the LED era, how do dealers keep pace with the times and optimize the transformation and upgrading of channels? How to establish a business model suitable for the development of the times? This is a question worth discussing. [img] /uploads/allimg/140625/14-140625150A3320. jpg [/img] The transformation from single channel to diversified channel incandescent lamps are gradually delisted, and the roles played by distributors and marketing concepts are certainly changing during the alternation of old and new light sources. Sheng binzi, a well-known marketing person in the industry, summarized the changes of the current marketing mode of LED lighting dealers in this way: first, the dealers' marketing methods have gradually transited from a single original marketing to a new diversified marketing; Second, in the LED era, dealers are required to learn to carry out deep binding with manufacturers. In the past, the two sides had a simple trading relationship, but now it has changed. If agents want to transform into service providers, operators and promoters, act as a function similar to the local office of the manufacturer; Third, in the future, LED lighting will develop towards the integration of manufacturers. For dealers, opening up channels is a powerful weight for them to occupy the market. In the traditional era, each distributor's channel sales model is different, some do distribution, some do retail, and some do engineering, but entering a new era, with the development of science and technology, the distance between people is getting closer and closer, and the circulation of information is getting faster and faster. The popularity of e-commerce has also prompted the rapid changes in today's LED lighting channels, distributors have a lot more channels available than before. At this stage, the competition in the LED lighting market is fierce and disorderly. The lighting industry has gradually broken away from that profiteering period. The increase in rent, the increase in labor costs, and the decline in profit margins, as well as the rapid and numerous circulation of market information, a single channel is no longer suitable for the needs of the LED lighting era. Now the dealers are in urgent need of changes. In response, Sheng binzi told the reporter of Aladdin lighting network: in addition to these old-fashioned channels such as engineering, retail and distribution, the dealers now have to make group purchases. doing online shopping, doing O2O, big customers, as well as mobile phone promotion, telemarketing, etc. , this is what dealers need to focus on. Moreover, every channel needs professional methods to operate and accurate methods to market. In the past, the ability requirements for dealers were relatively simple, but now two words are used: one is full-channel marketing, and the other is to improve personal ability and quality. Grasping the profit point of home lighting e-commerce is an important supplementary channel. Since this year, the price of LED lighting Home Products has broken through the critical point, and the previously deserted home lighting market has begun to show a little warmth. major manufacturers are also working hard to break through this market. Indeed, the home market is a huge cake, and it is also an important growth point for the development of the lighting market in the next few years. For the current dealers, it is particularly critical to seize the profit point of home lighting and open up the channels of the civil market. Sheng binzi said that LED household lighting is still dominated by alternative light sources at present and in the future, and circulation products will occupy the mainstream market. For the development of this channel, sheng binzi has made several moves for the merchants: O2O, telemarketing, terminal blasting, and system Marketing. These are all marketing methods suitable for civilian market channels. The so-called system marketing is to integrate various marketing tools, such as team management training, hard decoration of stores, product promotion, promotion, etc. as well as the formulation of sales plans, the management of capital flows, and the inventory structure, all of which must be integrated and systematic. In short, it is to effectively combine advanced online tools with store resources. When it comes to the profit point of the civil market, we have to say that e-commerce, because lamps and lanterns need practical experience and are fragile, compared with other industries, e-commerce in the lighting industry has not occupied a strong market share so far. According to the communication between Aladdin lighting network reporters and some lighting store dealers, the lighting industry's views on e-commerce are quite polarized, and some believe that it will have a great impact on physical stores, however, many people think that he has little impact on the lighting industry. Based on his characteristics, e-commerce is unlikely to have a big impact on traditional channels in the future. In this regard, Sheng binzi expressed his views. He believes that e-commerce channels are important supplementary channels, but they cannot replace traditional channels. Because the relatively good products sold on the Internet at present are all universal products of the replacement category, which do not require too much experience and personalized solutions; However, the development goal of LED lighting is not limited to selling products. After that, it will develop very personalized and intelligent. Users need photometry and consumers need personalized solutions. In addition, the invisible channels and engineering channels of the home improvement market account for a large part, and e-commerce cannot change the rules of the game for such channels. In a word, the single-channel operation rule in the LED era has gradually ceased to apply and will be replaced by all-channel marketing. For dealers, they need to be prepared and work through all channels.