LED lighting enterprise layout Channel Master market dominance

LED application requirements have entered a period of blowout penetration. The huge market prospect stimulates many enterprises at home and abroad to seize the LED market, and the competition is already white-hot. Channel is the king, the wise go first, and channel construction is undoubtedly a sharp weapon for LED lighting enterprises to compete for market opportunities. Whoever can master the channel will be able to master the initiative of future competition. The lighting industry currently has a variety of modern commercial channel modes such as circulation, engineering, KA, e-commerce, invisibility, direct marketing, etc. However, in the field of circulation, there are not many advantageous enterprises with LED core resources including technology and channels, and even less of them have the ability to optimize the upper, middle and lower reaches of the industrial chain. How to combine the premise of its own development stage and market situation has also become the key to winning the market. At present, China's lighting market capacity is 240 billion yuan, and LED has soared year by year. There is no monopoly brand that can reach 5 of the total market share, especially in the fields of commercial lighting and industrial lighting, but I believe it will appear soon in the circulation field. Therefore, some LED companies are trying to expand their channel influence, and it is inevitable to focus on marketing. And the way we suggest the circulation channel is: to the masses and to the essence, to be extremely clever and moderate. Lin Jiliang, general manager of mulinsen lighting marketing, concluded. High-tech LED Industry Research Institute (GLII) Analysis shows that in 2015, the integration situation will form a tug-of-war, forming a camp of brands and supply chains, and thus forming a camp faction. In 2016, a large number of middle and lower reaches will be kicked out, and the differentiation of the whole market will become more and more obvious. Because in this channel field, circulating brands belonging to the LED lighting era will emerge. Therefore, regardless of the traditional light source or LED brand, the channel competition is extremely fierce from last year to next year. In the face of the channel reshuffle that has already emerged, LED circulation companies have tried their best to implement a large-input and large-output marketing strategy in order to quickly occupy the market in a short period of time. [img] /uploads/allimg/140512/22-140512141353G0. jpg [/img] For example, at the first national general agent conference in February 22 this year, Sun Qinghuan, the chairman of mulinsen, announced the target of 2014: The sales volume of mulinsen lighting in 2014 should exceed 1 billion yuan to become an industry brand, within 3 years, Jason will become a mass brand of 10 billion. On the same day, Jason lighting achieved a good result with an order amount of 1. 4 billion yuan. Two days later, mulinsen lighting immediately dispatched more than 300 marketing personnel to the front line, and the same number of business elites provided by the agents converged to form a marketing team of nearly 700 people, intensive cultivation of the second, third and fourth line market. Yiguang lighting and Dehao Runda, which also have the strength to integrate the middle and lower reaches of the industrial chain, are not to be outdone. The former relies on the advertising bombing and landing conference last year, while the latter relies on the channel and brand influence of NVC Lighting, all of them have established a certain popularity in the industry, but due to the short operation time of application channels, their network quality and product cost performance have also been questioned by some industry insiders. This year, the channel layout of these two companies has been further strengthened. It is understood that there are two channel targets for this year's Yiguang lighting: first, continue to improve the channel layout; Second, improve the quality of existing outlets, and plan to reach 25 operation centers, 1500 dealers and 5000 distribution outlets. These goals will be achieved through systematic, batch-by-batch human tactics and centralized operations. In terms of network promotion, it proposed three one hundred projects this year, namely, supporting 1 million dealers with annual sales of 500 thousand yuan, 300 thousand yuan and 100 yuan respectively. Dehaurunda announced on March 16 that at the 2014 LED new product launch conference of NVC Lighting, dehaurunda signed the 2014 regional operation center Distribution Agreement with 37 NVC Lighting operation centers nationwide. intended sales reached 1 billion yuan. However, different from other LED companies, the data on the marketing strategy and the number of outlets of the combined brand nvc led have not been released. Thanks to the support of Ruifeng Optoelectronics, the new brand Kosi Pali has made a breakthrough in the cost performance of the industrial chain. Following the second half of 2013, it will launch channels and put advertisements to promote brand promotion in 2014. According to his president Chen Yuefeng, on the scene of the national operator conference of Hangzhou Jufu Co. , Ltd. on February this year, the marketing team of kosibelli signed a sales order with a target of 0. 2 billion yuan in 2014, at the same time, it began to set up outdoor billboards in key large lighting stores in various provinces and cities. At present, there are nearly 300 members in the Chinese red blood cell team of cospali, with an average of about 10 members stationed in each province to assist provincial operators in developing prefecture-level, district-level, county-level and township-level channel outlets. It can be seen that circulation LED enterprises are using channels to lay stores on a large scale through cell fission, and enterprises try to grasp the right to speak in the industrial chain through controlling terminals. However, it cannot be ignored that behind the high growth of the industry, there is a big quality worry, and the pace of reshuffle will continue to accelerate. Dr. Zhang Xiaofei, chairman of senior engineer LED, believes that 2014 is a period of reshuffle in the industry. The mortality rate of the entire LED lighting enterprise will exceed 50, and the proportion of LED lighting enterprises will exceed that of traditional lighting for the first time.