[Source: LED Engineering's "LED Research Review" magazine May issue of reporter / Wang Cairong] All along, the mainland Chinese government fiery public works tenders attract a lot of LED companies swarm, but over-reliance on work orders already allow enterprises to touch To the ceiling. Entering 2013, the LED general lighting market has gradually become the target of all traditional lighting companies and emerging LED lighting companies, and the channel competition between the two sides has begun to enter the military and enter the stage of “real gunsâ€.
"With the continuous penetration of LEDs, the transfer speed of traditional lighting to LED lighting is accelerating, LED companies are beginning to increase the intensity of channel construction, and 2013 will become a key year for LED lighting channels." Dr. Zhang Xiaofei, CEO of Gaogong LED, once asserted.
As early as 2012, many LED lighting companies have begun to lay the channel and build a market framework. In 2013, more and more enterprises began to increase channel construction, and the competition of lighting channel resources became more and more fierce.
In fact, the recent news that Yiguang Optoelectronics executives exposed NVC lighting in the provinces of the mainland to completely block billions of light in Sina Weibo seems to have implied that the channel battle between LED lighting companies and traditional lighting companies has begun to enter a white-hot stage. .
Snatch dealer
Although many people in the industry believe that LED lighting channels are diversified, their construction should be combined with the characteristics of the company itself. However, from the actual situation, the traditional channel of “marriage†is still the most effective way for emerging LED lighting companies to drive sales growth.
Previously, the most mature distributor channel was NVC Lighting. This traditional lighting giant has 36 provincial operation centers and more than 2,000 brand stores in the mainland, and has established operations in more than 30 countries and regions around the world. The huge traditional channel resources are eye-catching, and other lighting companies are envious.
This year, Dehao Runda (002005.SZ) invested in NVC Lighting, which also made the NVC channel in the running-in phase reborn.
In 2013, Yiguang Electronics, which is also ambitious in the mainland market, seems to feel the urgency of channel layout. Recently, Wu Zhenghao, general manager of Yiguang Lighting Management (Shanghai) Co., Ltd. (hereinafter referred to as “Yiguang Lightingâ€), personally led the team to hold investment conferences in Hubei, Jiangsu, Henan and Anhui provinces, and vigorously develop dealers.
The reporter learned that in order to quickly open the market, Yiguang Electronics has thrown out “ultra-low price†as a stepping stone, and provided a series of services such as modular showcases, samples, channel protection and after-sales for dealers.
An industry insider revealed that at the market launch meeting in Jiangsu, Yiguang Electronics announced that its LED bulb supply price is: 3w half-circle 10.8 yuan / support, 3w full week light 11.5 yuan / support, 5w half-cycle light 18 yuan / Branch, 5w full week light 18.5 yuan / support. Yiguang's "low price" strategy, coupled with its perfect channel promotion, has made many dealers feel excited.
“The market launch conference has been held in Hubei, Anhui and Henan provinces. Together with Shandong and Jiangsu provinces, it is expected that the number of successful distributors of Yiguang will reach 300 or so. The initial results are beyond expectations.†Wu Zhengyu is accepting “High†In the interview, the Workers LED was confident and confident. In the next stage, investment conferences in 9 provinces including Shaanxi, Fujian, Zhejiang, Hunan, Sichuan and Guizhou will start soon.
"In fact, in addition to Everlight, many LED companies have begun to establish lighting channels throughout the country, but Yiguang is relatively high-profile." Li Haiyun, head of Zhejiang Sunshine Lighting (SZ.600261) Shanghai Marketing Center, told reporters that the recent period Lighting companies including Sanxiong Aurora and Mulinsen are increasing their efforts in the development of dealer channels.
Channel mode to be changed
For the robbing of dealers across the country, Everlight Electronics has clearly touched the core interests of NVC.
Recently, Wu Zhengyi released a “blocking order†against Yiguang in his Sina Weibo: it is strictly forbidden to display and sell Yiguang and other LED brand LED products. It is strictly forbidden to participate in the company’s distributors. The meeting of other LED brand organizations, once found that the company will take the suspension and cancel the distribution rights of all products of NVC.
The reporter then called the major NVC lighting dealer operation centers in Beijing, Zhongshan, Shenzhen and other regions. Interestingly, the person in charge said that they did not receive instructions from the higher authorities and relevant notices. "We don't know the news (blocking Yiguang), and we have not received any notice from the company." The head of the NVC Lighting Beijing Regional Operations Center was very surprised by the reporter's inquiry.
A dealer in the Shenzhen area said that at present, NVC's product line in the supply of LED lighting products is not complete, and there are no very mature LED products on the shelves. If the dealers give up other LED brands, it means giving up the LED lighting market in the short term.
An industry insider who asked not to be named told reporters that in early March of this year, Yiguang Lighting was established in Shanghai. At the same time, Wu Zhengyu, general manager of Guangdong Boosi Enterprise Co., Ltd. and industry marketing expert, was appointed as general manager. The signal of market operation, and this NVC "blocking" billion light may be Wu Zhengyi's bluff, taking the opportunity to enhance the visibility of Yiguang's products.
“Yiguang is famous in the field of LED packaging, but it does not have any marketing foundation for consumer lighting products, let alone deal with dealers. It’s natural to be shocked by the practice of smashing drums and smashing the ground and building a field. Dr. Zhang Xiaofei believes that the huge cost caused by the strategic mistakes that Yiguang should not have committed is inevitable. More traditional lighting manufacturers will follow suit and make a full attack on Yiguang.
“No matter what the outcome of this event, it has exposed the traditional reliance of traditional lighting companies and emerging LED lighting companies on traditional dealer channels. LED lighting companies lack a diversified channel system such as dealers, specialty stores and e-commerce platforms. Support."
Zhou Shuiming, marketing director of Foshan Jiamei Times, said that most enterprises have relatively simple construction of LED lighting channels. Everyone is crossing the river by feeling the stones, and they all hope to explore a set of channel systems suitable for the company itself. “2013 is a watershed in the construction of LED lighting channels in China. More innovative and effective channel models will be explored.â€
Learning from the traditional appliance model
In fact, a new channel integration model - the channel alliance is also quietly surfaced.
"Under normal circumstances, each LED company has several products that are both refined and specialized. The lighting terminal manufacturers need a full range of products with reliable quality and complete categories. Therefore, there is a need between manufacturers and terminal manufacturers. The integrated platform will deliver the products of various manufacturers to the terminal in time, and the establishment of the channel alliance is very feasible." Zhong Mingzhu, director of domestic sales of Shanxi Guangyu Semiconductor Lighting Co., Ltd. said.
Zhong Mingzhu believes that in the current LED market environment, it is not impossible to build a resource sharing platform between traditional lighting companies and emerging LED companies that seem to be hot.
In addition, the advantage of the manufacturer is to develop and manufacture products, and sales are the strengths of the channel. Therefore, in the home appliance industry, the relatively mature manufacturers and channel providers are bundled with each other (manufacturer shares), and the LED industry may also learn from it.
Overall, in 2013, LED lighting companies are stepping up their efforts to expand the channels of LED general lighting. NVC "blocking" billion light may just kick off, and the battle for domestic lighting channels will be even more cruel.
"With the continuous penetration of LEDs, the transfer speed of traditional lighting to LED lighting is accelerating, LED companies are beginning to increase the intensity of channel construction, and 2013 will become a key year for LED lighting channels." Dr. Zhang Xiaofei, CEO of Gaogong LED, once asserted.
As early as 2012, many LED lighting companies have begun to lay the channel and build a market framework. In 2013, more and more enterprises began to increase channel construction, and the competition of lighting channel resources became more and more fierce.
In fact, the recent news that Yiguang Optoelectronics executives exposed NVC lighting in the provinces of the mainland to completely block billions of light in Sina Weibo seems to have implied that the channel battle between LED lighting companies and traditional lighting companies has begun to enter a white-hot stage. .
Snatch dealer
Although many people in the industry believe that LED lighting channels are diversified, their construction should be combined with the characteristics of the company itself. However, from the actual situation, the traditional channel of “marriage†is still the most effective way for emerging LED lighting companies to drive sales growth.
Previously, the most mature distributor channel was NVC Lighting. This traditional lighting giant has 36 provincial operation centers and more than 2,000 brand stores in the mainland, and has established operations in more than 30 countries and regions around the world. The huge traditional channel resources are eye-catching, and other lighting companies are envious.
This year, Dehao Runda (002005.SZ) invested in NVC Lighting, which also made the NVC channel in the running-in phase reborn.
In 2013, Yiguang Electronics, which is also ambitious in the mainland market, seems to feel the urgency of channel layout. Recently, Wu Zhenghao, general manager of Yiguang Lighting Management (Shanghai) Co., Ltd. (hereinafter referred to as “Yiguang Lightingâ€), personally led the team to hold investment conferences in Hubei, Jiangsu, Henan and Anhui provinces, and vigorously develop dealers.
The reporter learned that in order to quickly open the market, Yiguang Electronics has thrown out “ultra-low price†as a stepping stone, and provided a series of services such as modular showcases, samples, channel protection and after-sales for dealers.
An industry insider revealed that at the market launch meeting in Jiangsu, Yiguang Electronics announced that its LED bulb supply price is: 3w half-circle 10.8 yuan / support, 3w full week light 11.5 yuan / support, 5w half-cycle light 18 yuan / Branch, 5w full week light 18.5 yuan / support. Yiguang's "low price" strategy, coupled with its perfect channel promotion, has made many dealers feel excited.
“The market launch conference has been held in Hubei, Anhui and Henan provinces. Together with Shandong and Jiangsu provinces, it is expected that the number of successful distributors of Yiguang will reach 300 or so. The initial results are beyond expectations.†Wu Zhengyu is accepting “High†In the interview, the Workers LED was confident and confident. In the next stage, investment conferences in 9 provinces including Shaanxi, Fujian, Zhejiang, Hunan, Sichuan and Guizhou will start soon.
"In fact, in addition to Everlight, many LED companies have begun to establish lighting channels throughout the country, but Yiguang is relatively high-profile." Li Haiyun, head of Zhejiang Sunshine Lighting (SZ.600261) Shanghai Marketing Center, told reporters that the recent period Lighting companies including Sanxiong Aurora and Mulinsen are increasing their efforts in the development of dealer channels.
Channel mode to be changed
For the robbing of dealers across the country, Everlight Electronics has clearly touched the core interests of NVC.
Recently, Wu Zhengyi released a “blocking order†against Yiguang in his Sina Weibo: it is strictly forbidden to display and sell Yiguang and other LED brand LED products. It is strictly forbidden to participate in the company’s distributors. The meeting of other LED brand organizations, once found that the company will take the suspension and cancel the distribution rights of all products of NVC.
The reporter then called the major NVC lighting dealer operation centers in Beijing, Zhongshan, Shenzhen and other regions. Interestingly, the person in charge said that they did not receive instructions from the higher authorities and relevant notices. "We don't know the news (blocking Yiguang), and we have not received any notice from the company." The head of the NVC Lighting Beijing Regional Operations Center was very surprised by the reporter's inquiry.
A dealer in the Shenzhen area said that at present, NVC's product line in the supply of LED lighting products is not complete, and there are no very mature LED products on the shelves. If the dealers give up other LED brands, it means giving up the LED lighting market in the short term.
An industry insider who asked not to be named told reporters that in early March of this year, Yiguang Lighting was established in Shanghai. At the same time, Wu Zhengyu, general manager of Guangdong Boosi Enterprise Co., Ltd. and industry marketing expert, was appointed as general manager. The signal of market operation, and this NVC "blocking" billion light may be Wu Zhengyi's bluff, taking the opportunity to enhance the visibility of Yiguang's products.
“Yiguang is famous in the field of LED packaging, but it does not have any marketing foundation for consumer lighting products, let alone deal with dealers. It’s natural to be shocked by the practice of smashing drums and smashing the ground and building a field. Dr. Zhang Xiaofei believes that the huge cost caused by the strategic mistakes that Yiguang should not have committed is inevitable. More traditional lighting manufacturers will follow suit and make a full attack on Yiguang.
“No matter what the outcome of this event, it has exposed the traditional reliance of traditional lighting companies and emerging LED lighting companies on traditional dealer channels. LED lighting companies lack a diversified channel system such as dealers, specialty stores and e-commerce platforms. Support."
Zhou Shuiming, marketing director of Foshan Jiamei Times, said that most enterprises have relatively simple construction of LED lighting channels. Everyone is crossing the river by feeling the stones, and they all hope to explore a set of channel systems suitable for the company itself. “2013 is a watershed in the construction of LED lighting channels in China. More innovative and effective channel models will be explored.â€
Learning from the traditional appliance model
In fact, a new channel integration model - the channel alliance is also quietly surfaced.
"Under normal circumstances, each LED company has several products that are both refined and specialized. The lighting terminal manufacturers need a full range of products with reliable quality and complete categories. Therefore, there is a need between manufacturers and terminal manufacturers. The integrated platform will deliver the products of various manufacturers to the terminal in time, and the establishment of the channel alliance is very feasible." Zhong Mingzhu, director of domestic sales of Shanxi Guangyu Semiconductor Lighting Co., Ltd. said.
Zhong Mingzhu believes that in the current LED market environment, it is not impossible to build a resource sharing platform between traditional lighting companies and emerging LED companies that seem to be hot.
In addition, the advantage of the manufacturer is to develop and manufacture products, and sales are the strengths of the channel. Therefore, in the home appliance industry, the relatively mature manufacturers and channel providers are bundled with each other (manufacturer shares), and the LED industry may also learn from it.
Overall, in 2013, LED lighting companies are stepping up their efforts to expand the channels of LED general lighting. NVC "blocking" billion light may just kick off, and the battle for domestic lighting channels will be even more cruel.
Mobile Live Video Production,Wireless Portable Recorder,Portable Recording Servers,Wireless Network Ip Camera
SZ REACH TECH,.CO LTD , https://www.szreachtech.com