LED lighting Channel upgrade conjecture

The lighting industry is now facing serious homogenization, low core technology, price war and other problems, which have seriously hindered the development of the industry. Whether it is Enterprises, distributors or the government, they are calling for industrial upgrading to change the current situation. Industrial upgrading is mainly manifested in the coordinated development of industries and the improvement of structure, the optimal combination of production factors, the improvement of technical level, management level and product quality. To sum up, there are four core factors. One is technology, the other is brand, the third is management, and the fourth is channel. Among them, channel is the primary task, therefore, this paper expounds some personal concepts of industrial upgrading by analyzing the channel mode experienced by the lighting industry. Looking at the lighting industry, there are mainly four channel modes in the lighting industry: one is the traditional sit-and-sell and OEM mode, the other is the distribution channel mode, and the third is the e-commerce mode, the fourth is the O2O mode that may be followed in the future. 1. 1 sitting and selling mode sitting and selling mode is the product of the early stage of market economy. The lighting industry of the ancient town was developed freely in the era when the market economy rose. With the sharp increase in market demand at that time, the ancient town has formed an industrial cluster of lamps and lanterns, with tens of thousands of enterprises, factories and lamps and lanterns shops gathering here. With its numerous styles, huge production capacity, perfect supporting facilities and strong selectivity, it attracts merchants to purchase, at this time, through the street shops, lighting city shops, waiting for the merchants to come to the door. 1. 2 Distribution channel mode however, with the development of the times, overproduction and homogenization have emerged in the industry. Coupled with the crazy expansion of shops and professional markets, store rents have been rising all the way, the competition facing the store is getting bigger and bigger. For some enterprises, this method not only starts from the interests of manufacturers, but also takes into account the needs of consumers. At the same time, it also gives full play to the advantages of local distributors and reduces the operational risks of manufacturers, the brand influence has been consolidated and customer loyalty has been established. Consumers have also bought cheap and fine products and received installation guidance and after-sales service from local dealers nearby, it can even change from passively adapting to the single sales of the enterprise to actively participating in the production process, and the brand has great stickiness! This channel mode has great competitiveness. It can be said that it is an extraordinary way and is likely to be the development direction of the lighting industry in the future. 1. 5 The online and offline mode of network brand marketing has many advantages, but there is still a high threshold to realize it. At present, it has lost its good opportunity to build offline brands through traditional channels. However, through the network, with the advantages of low cost, fast, wide spread, fast word of mouth and sharing, the network brand should be established first, after that, it is mapped to offline, online and offline brand promotion linkage development, which is an economical and fast approach. The following lists two successful cases of network brands and draws some methods of building network brands from them. One is Chu Orange, which tells the inspirational story of an 85-year-old man who started his second business after falling down. Chu Orange was finally successfully turned into an inspirational orange, the inspirational story that meets the pulse of The Times has captured the high cultural and spiritual needs of consumers when buying food and has achieved great success. The other is Chen Outi, who I speak for myself. He tells the story of struggle in the name of dream, which not only tells the difficulties encountered by young people at present, but also shows the ideals and longings of young people, as a result, it has aroused the resonance of many people and has received extensive attention and imitation. It can be seen that a product or brand must have a deep spirit and story that can stimulate people's resonance in order to quickly become popular on the Internet. If a brand is not known to the public or its brand Foundation is still relatively weak, in order to establish brand awareness on the Internet, it must have an explosive product as the main focus, and use the bundled marketing of explosive products and brands to achieve practical goals. In addition, to influence the target group you want to influence, you must find the opinions and idols of the target group and let them tell the story of the brand or product, so as to gain the recognition of the group and fans. After that, how to create good content that consumers and even celebrities hope to actively spread is very important, and content is king! 1. 6 after the channel upgrade conjecture, the author conjecture the development mode of the future Channel: based on the existing traditional distribution channels and taking the emerging e-commerce mode as a springboard, the great integration of online and offline O2O will finally be realized! The industry needs to be upgraded. The channel is on the one hand, and it depends on technology, management and brand. However, when the channel is established, it will also promote the development of technology, management and brand, the four are interrelated and promote each other. Now, the lighting industry is just facing the upgrade of LED, a new type of light source, which coincides with the rise of e-commerce and the encouragement of national policies. The upgrading of the lighting industry is at the right time!