Channel is the king has always been regarded as a benchmark by the lighting industry. Whoever owns the channel has the right to occupy the market. Looking at the current channel War in the lighting market, the war continues and smoke is everywhere, but no one can be called the winner, whether it is the traditional dealer snatch war, or the Engineering channel to win the war, or the new war, the e-commerce war, every war is a loss of soldiers and a lot of work.
Distributor Channel: it is not easy to attract investment and maintain loyalty. After the Spring Festival of 2014, various distributor meetings of lighting enterprises have blossomed one after another in various places. One is to release new products and publicize the brand image of enterprises, maintain the loyalty of existing dealers.
Another important reason is the expansion of the general trend, attracting new dealers.
However, the actual effect of many enterprises' investment promotion is not obvious. The lively scene created by huge sums of money is only a flash in the pan. There are only a handful of dealers signing contracts on the spot, and there are very few dealers who follow up the contract.
Perhaps lighting enterprises with good reputation of big brands still have certain advantages in attracting investment, but maintaining the loyalty of dealers is still an embarrassment that these enterprises cannot avoid. Dealers are habitually inferior to each other, many lighting companies have to take tough measures to prevent them. Lighting giants such as NVC Lighting and Opal lighting have issued blocking orders to their dealers one after another, it is expressly prohibited that distributors are not allowed to operate brands that conflict with NVC and Opal's household commercial lighting.
Compared with the confusion of large enterprises to maintain distributors, small and medium-sized lamp enterprises are still facing difficulties in attracting investment in terms of channel expansion, and it is even more difficult to recruit good dealers. Enterprises either cannot recruit suitable or powerful distributors, either the dealer loyalty and distribution power attracted are very limited, resulting in weak sales of end products. Some enterprises have even explored the market for three or five years, but still fail to establish a perfect sales network.
Engineering channel: it is difficult to play the hidden human love card. At present, many lighting projects in the market are selected by bidding. In addition to comparing the price, parameters and other hard indicators, the project bidding is also used to playing the human card, which also makes some cats and dark tides.
In order to win the bid smoothly, some enterprises will strengthen the interaction with the personnel in charge of bidding, and some personnel that can influence the selection of the tenderee will also become the public targets of many enterprises, in the case of similar prices, parameters and other indicators, the tenderee will prefer those companies that will come.
While the cost is increasing and the price is decreasing.
Under the market background, it is difficult for some enterprises to add more costs to the human card of engineering projects, which also makes it difficult for these enterprises to break through the engineering channels, however, engineering projects generally like to use familiar products. Over time, some enterprises that derailed the engineering projects in advance missed the engineering projects.
E-commerce channels: it is easy to try new things and fight for traffic. With the rapid rise of Taobao, e-commerce has become an unavoidable topic in the lighting industry, and lighting companies have also kicked off the e-commerce war, and there is a trend of the Vietnam War.
To join in e-commerce, enterprises have their own ways, including Zhou Ming's strong alliance to become a shareholder in Hanyuan, and the way to borrow it from professional shopping platforms such as Tmall and Jingdong, other companies are alone to build their own e-commerce platforms.
However, it is still hard to say that it is easy for enterprises to enter e-commerce on a large scale. E-commerce is indeed a tough bone. Faced with e-commerce, there is also a sense of sadness that is tasteless and abandoned.
The main reason for these enterprises to have this kind of sadness is the contradiction between online and offline. The online platform's efforts to seek offline entity experience seem to have an inextricable knot: due to the different operating cost structures between online and offline, it is difficult for online e-commerce platforms to find internal connections between offline traditional channels.
In addition, enterprises are also complaining about the flow of traffic.
Faced with tens of thousands of lighting products, if enterprise products want to stand out from these many products and attract consumers' eyes, enterprises must be outstanding in terms of flow, however, the interception of traffic involves many factors such as click-through rate and exposure rate, and it is difficult for lighting companies that have just tried e-commerce to get out of place in a short period of time.
Although the channel war is not easy to fight, the war is imminent. Lighting enterprises have to bite the bullet and rush forward, saying that one thousand 10 thousand. Product quality and good reputation will always be the only magic weapon for enterprises to deal with the war. Therefore, whether it is through dealer channels, engineering channels, e-commerce channels, or both, the principle of changing the company is to practice internal skills, plus clever marketing methods, and win.
