LED lighting channel "farm" theory

Vendors should help dealers upgrade and upgrade

LED lighting marketing channels can be divided into explicit channels and implicit channels. The marketing channels of LED lighting companies mainly include distributor channels, KA chain channels, engineering channels, and e-commerce channels. Any LED lighting company to do brand, you must choose the channel for their own, in layman's terms, "channels are farming," need to open up, sowing, fertilization, weeding, and still need time to precipitate, and finally to enjoy the joy of harvest.

At present, most LED companies hope to achieve rapid results in channel construction. Many companies regard channel construction as a pursuit of short-term speculation.

To win the channel, LED companies must solve two problems: one is profit; the other is development. Neither the engineering channel nor the traditional dealer channel can avoid these two issues. Sales is the basis for the survival and development of the company. The sales volume comes from our customers. How to effectively solve the profitability issues and development problems of the dealers is the way for the company to survive.

In order to develop, enterprises must choose their own channels. Different companies, different positioning, choice of channels must be different. Different product selection channels are also different. Companies have different resources and different channels. The attributes of the products are different, which also leads to different resources for the enterprise to configure on the channels.

The current status of the LED lighting industry is that several large brand companies in the industry that have grown into a multi-billion-dollar scale have achieved tremendous success in the traditional dealer channel. These large enterprises have already completed the work of channel subdivision, divided the channels more and more, and matched different resources in different channels.

For more LED companies, the key is to see which channel they want to choose and match the corresponding resources. Manpower, material resources, and financial resources must all be considered.

Regardless of dealer channels, e-commerce channels, KA large customer channels, or implicit channels, chain channels, engineering channels, which channels do a good job for the enterprise has the opportunity to grow and develop.

The competition between enterprises is a business battle, and the channel is also a battle in business warfare. In order to win this war, eventually become a public brand, must be very good in all channels, in the market segment or a number of channels have their own voice.

In the future, there will be less and less information asymmetry between enterprises and consumers, which will force the transformation and upgrading of channel customers. The future channel customer positioning will be professional service providers and solution providers. In order to win channels, companies need to help dealers improve their profits and gain development in the background.

Making dealers and LED manufacturers move toward common goals is the key to winning channels.

"Backstage" system is the key to achieving strategic goals

Branding takes time to settle and requires long-term support of many factors such as products, services, and core values. At present, some companies in the industry, with products, teams, and service systems not yet ready, carry out large-scale advertising campaigns and dense “sweeping street” dealer visits. This is actually an act of putting the cart before the horse.

Prior to large-scale promotion, LED companies need to support several key indicators such as sales, product strength, and network survival rate.

The key factor of many LED companies "short-lived" is that they only pay attention to their marketing and promotion team, and they neglect the basic elements that support the development of the enterprise - the central system, that is, the enterprise's back-office service system. The competition among LED lighting companies is a business battle. In addition to the core competitiveness of products, there is also a series of service guarantees.

The company's back-office service system has several key indicators:

First, the delivery cycle, in general, the delivery cycle of conventional products and specific products is different;

Second, the company's support and responsiveness to customers and company sales teams, including pre-sale, sales, and after-sales service capabilities;

Third, compared to traditional lighting products, the life cycle of LED lighting products is shorter. The original traditional lighting products can be sold for 3-5 years or even longer. However, with the development of technology, LED lighting products are upgrading. Accelerating the speed, the more obvious the electronic properties, which requires the company's product center and R & D center need to have the ability to effectively solve the problem of product replacement and timely launch of products suitable for market demand.

In addition, the LED lighting company's production control system is also very important, which includes the issue of product storage. In the era of traditional lighting, due to the company's perfect warehousing system, it can effectively solve the problem of rapid shipment of products and ensure the stable customer source of the company.

Currently, in the entire LED lighting industry, there are many companies that are in the form of order production. Since most companies do not have in-depth knowledge of production control systems, they cannot have the sense of stocking finished products and semi-finished products as well as excellent traditional lighting brands, and they have a scientific product reserve. Proportional systems, so non-traditional lighting companies, do not have the ability to effectively solve the shipping problem.

In fact, the current reason why many LED companies do not usually stock their products is that the price of LED lighting products fluctuates greatly, and there is a risk of stocking. This is actually the result of companies not paying attention to the construction of production control systems. Therefore, LED lighting companies should pay attention to the construction of production control systems. This system is very important for the strategic deployment of enterprises.

It can be said that enterprises that do not attach importance to back-office construction will certainly be eliminated during the transformation period of the LED lighting industry.