[Text|Senior reporter Luo Shenghua] "The demand for domestic downstream applications continues to increase, coupled with the decline in product prices over the same period, which is the main factor for the company's domestic sales growth last year." Lei Yunzhang, vice president of marketing, Shenzhen Duhe Optoelectronics Technology Co., Ltd. According to the "High-tech LED" reporter, from the development trend of the past two years, the development prospects of LED lighting in the entire domestic market are considerable.
Recently, the reporter investigated a number of lighting companies through interviews and found that the process of LED transformation in lighting enterprises has been improved faster than last year. This reflects to some extent that LED light sources have completely replaced in terms of product performance or price. The ability of traditional light sources. At the same time, most lighting companies have increased channel construction and maintenance efforts, and channel competition has entered a period of white-hot.
Among them, the vested interests represented by NVC, Opp and Philips pay more attention to the maintenance of the inherent channel resources. Similar to domestic second-line lighting brands such as Delta and Teyou, after the channel development in previous years, this year is in the stage of integration and deepening of channel resources. The last one, enterprises value the domestic application prospects, and want to seize the last opportunity of channel construction, the number of such enterprises is still considerable, similar to Duhe is at this stage.
From the perspective of channel construction in various enterprises, although the acceptance of LED light sources by ordinary people in the country has increased, the demand for LED lighting terminal applications has continued to grow since last year, but this demand has also led to competition in LED lighting. Intensified.
The construction of the lighting company's overweight channel is affected by the different factors of the company's own strength, the specific positioning and the product itself. The final effect of the channel development in the lighting enterprises is also different. The end result of channel development is often quite different from expectations.
For the various problems of channel development, the recent changes in personnel affairs of Yiguang Lighting is a good example. Recently, Wu Zhengyi left the post of general manager of Yiguang Lighting Management (Shanghai) Co., Ltd., and the reason for the decision of the company was widely speculated. This is due to the mismatch between the channel development and the previous investment.
Although Wu Zhengyi’s position is only a case of changes in the industry, there are still many problems in the period of vigorous development of the LED lighting industry. However, it is undeniable that there are many opportunities for enterprises in the current lighting channel construction process.
From the perspective of the distribution of channels across the country, although NVC, Opp and other lighting companies occupy almost monopoly status, from the dealer's point of view, there is currently no lighting company in China that can maintain its dealers' agent brands. Absolute loyalty. In addition, although the penetration rate of LED lighting is rapidly increasing, but sinking into the third- and fourth-line lighting market, LED market share is still far lower than traditional lighting.
"Although the entire LED lighting market is under competitive pressure, from the perspective of the various elements of channel construction, the product is fundamental." Lei Dance said.
At present, the factors affecting the competitiveness of products are nothing more than product performance and product prices. Product performance includes product life, indexing, light efficiency and so on. In terms of the price of the product, the price/performance ratio has begun to replace the ultra-low price and become the main slogan of corporate publicity.
“Ultra-low price is easy to give people the illusion of inferior quality. In fact, with the change of consumer psychology, consumers may pay more attention to the performance of products and individualized design. The complete low price can't fully win their hearts.†Lei dance said.
Recently, the reporter investigated a number of lighting companies through interviews and found that the process of LED transformation in lighting enterprises has been improved faster than last year. This reflects to some extent that LED light sources have completely replaced in terms of product performance or price. The ability of traditional light sources. At the same time, most lighting companies have increased channel construction and maintenance efforts, and channel competition has entered a period of white-hot.
Among them, the vested interests represented by NVC, Opp and Philips pay more attention to the maintenance of the inherent channel resources. Similar to domestic second-line lighting brands such as Delta and Teyou, after the channel development in previous years, this year is in the stage of integration and deepening of channel resources. The last one, enterprises value the domestic application prospects, and want to seize the last opportunity of channel construction, the number of such enterprises is still considerable, similar to Duhe is at this stage.
From the perspective of channel construction in various enterprises, although the acceptance of LED light sources by ordinary people in the country has increased, the demand for LED lighting terminal applications has continued to grow since last year, but this demand has also led to competition in LED lighting. Intensified.
The construction of the lighting company's overweight channel is affected by the different factors of the company's own strength, the specific positioning and the product itself. The final effect of the channel development in the lighting enterprises is also different. The end result of channel development is often quite different from expectations.
For the various problems of channel development, the recent changes in personnel affairs of Yiguang Lighting is a good example. Recently, Wu Zhengyi left the post of general manager of Yiguang Lighting Management (Shanghai) Co., Ltd., and the reason for the decision of the company was widely speculated. This is due to the mismatch between the channel development and the previous investment.
Although Wu Zhengyi’s position is only a case of changes in the industry, there are still many problems in the period of vigorous development of the LED lighting industry. However, it is undeniable that there are many opportunities for enterprises in the current lighting channel construction process.
From the perspective of the distribution of channels across the country, although NVC, Opp and other lighting companies occupy almost monopoly status, from the dealer's point of view, there is currently no lighting company in China that can maintain its dealers' agent brands. Absolute loyalty. In addition, although the penetration rate of LED lighting is rapidly increasing, but sinking into the third- and fourth-line lighting market, LED market share is still far lower than traditional lighting.
"Although the entire LED lighting market is under competitive pressure, from the perspective of the various elements of channel construction, the product is fundamental." Lei Dance said.
At present, the factors affecting the competitiveness of products are nothing more than product performance and product prices. Product performance includes product life, indexing, light efficiency and so on. In terms of the price of the product, the price/performance ratio has begun to replace the ultra-low price and become the main slogan of corporate publicity.
“Ultra-low price is easy to give people the illusion of inferior quality. In fact, with the change of consumer psychology, consumers may pay more attention to the performance of products and individualized design. The complete low price can't fully win their hearts.†Lei dance said.
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