[图文/周å¥åŽ]
Cautious for the monopoly
"Xi'an Metro, which is open to traffic at the end of this year, will selectively use LED lighting, and other routes will adopt LED products on a large scale. The total value is expected to exceed 50 million yuan." Zhao Long, general manager of Shaanxi Shanhe Linzi Optoelectronics It is said that the application of LED in large-scale government projects has been “gradually betterâ€. But on the other hand, in the field of distribution and civil engineering, the penetration of Xi'an LED has been just beginning in the past, such as Guangxi Nanning, Yunnan Kunming, Sichuan Chengdu, Chongqing and other places.
In late May, Deng Zhaofei, a reporter from the headquarters of the journal and a reporter from the Xi'an office, visited seven professional lighting markets, including the northwest Tongtai Lighting and Electric Material Wholesale Base and Xianshun Boutique Lighting City. They found that Xi'an dealers were very concerned about LED dynamics. However, the attitude of "bundling of interests" is not positive. There are very few real LED brand agents, and there are very few monopoly image stores. "Even if we represent a brand, we will only choose one or two of their most stable fist products and try to do it in the market. We will not launch all of our product lines at once." A dealer in the Tongtai lighting market said so.
Chart: Xi'an main professional lighting market list
Merchant upgrades are eager for good products
The ancient capital of the thirteenth dynasty - Xi'an, as the most representative city in the northwest region, Xi'an lighting market after nearly ten years of development, whether it is the dealer scale or market structure has become the most distinctive representative of the northwest.
Anyone who knows and understands the Xi'an market knows that Xi'an's lighting city stores are closely matched with home building materials. Xi'an Daming Palace Building Materials Home City, Hongxing Meikailong Xi'an Store, Oriental Mercure Home Building Materials City and other lighting cities are all combined with lighting and home building materials.
However, after years of development, the professional lighting stores have only two or three, and the quantity and quality can now be on the same level as the home building materials store. Especially when the LED tide is coming, the dealers pay more attention to good products and good brands. The “2013 China LED Good Products Tour Exhibition and Merchants Conference†Xi'an Station has attracted more than 60 dealers and design institute leaders to attend the exchange.
At the meeting, Chen Yongxing, the person in charge of Xi'an Jiqi Lighting, expressed his confidence in the background of BYD Lighting and Mulinsen Lighting. "The first cooperation is peace of mind, no worries can go all out, so the company's strength is the primary choice for dealers to choose partners. condition."
At present, the main purpose of the general manager of Hein Lighting, Liu He, who is mainly engaged in outdoor LED lighting engineering lamps, is to find suitable manufacturers of circulating light sources. The high cost performance of the Laiwei photoelectric bulbs and tubes is quite interesting. He hopes that he can seek more in-depth communication in the agency cooperation.
The LED panel light of the broadcast lighting is very attractive to Lu Shengqin, the head of Taisheng Electric, which is currently the main source of the Buddha's light source and the switch of the home. Mr. Lu said to the senior engineer that the LED products currently cover the light source and the tube. Spotlights, business photos and other multi-products, but the flat-panel lights are not yet a suitable partner, the concept and focus of the broadcast is in line with the company's future channel development.
During the meeting, Zhang Xiaofei, director of the High-tech LED Industry Research Institute and editor-in-chief of "LED Lighting Channel", together with local and surrounding distributors, designers and engineering decoration companies in Xi'an, made an analysis and forecast of LED lighting market development trends and shared LED distribution channels. Strategy and LED lighting design trends.
Director of the High-tech LED Industry Research Institute and Editor-in-Chief of LED Lighting Channels
Insist on the invincibility of the channel
The LED channel brand is still in a melee, and only the intangible assets of LED brands built in the hearts of consumers are the greatest asset of the company. Therefore, no matter whether it is brand or marketing, only by deeply understanding the characteristics of consumers' needs and studying their purchasing psychology and purchasing behavior can enterprises take the strategic opportunity. No matter how dazzling marketing methods can be, they cannot exist without the demand position of the terminal market.
From the perspective of LED products, it is difficult for consumers to make purchase decisions. Therefore, companies have chosen a popular, interactive and persuasive way to communicate with consumers. For example, in the sales process of the store, the shopping guides proved that the LED light effect experience is outstanding in the way of real-life simulation, far more effective and image than the oral preaching, and let the consumers identify. In addition to the improvement of quality. In addition to the continuous vitality of the products, there is also the sinking of the channel network and the continuous promotion of the brand. We do not believe that the influence of the brand will “get rich overnight†and believe that the shaping of the brand image is continuous.
Shao Linbing, Director of Southwestern Region of Mulinsen Lighting
LED companies should guide consumption
An LED company, in the initial stage of product manufacturing, the most headache is the product itself. When companies spend this period, they are often troubled by brands. At present, many LED companies are in a state of being cast in the sky, and have not gathered their limited resources into several markets. I think that intensive cultivation is always better than spreading beans. Consumers have a herd mentality, and there are more than two phenomena, that is, 20% of people decide 80% of consumption trends.
As long as LED companies are tightly grasping the habits of these consumer leaders and guiding them to move closer to their superior products, they are getting closer to market goals. The purpose of production is to make profits, the means of profit depends on marketing, and the process of marketing is to meet the needs of the consumer market. The connection between enterprises and the consumer market cannot rely solely on access. Relying on access to the channel must be based on the interests of the channel. If there is a door to the consumer market and the information is distorted, the consequences are certainly not ideal.
Lai Wei Optoelectronics Sales Director Mao Zilai
Manufacturer collaboration efficiency is greater than model innovation
Different LED companies will attack channels with different marketing strategies. The channel warfare is extremely fierce. We cannot squander food because of the failure of a certain company, nor can we copy it because of the success of a certain enterprise. As far as the overall management level of domestic LED enterprises is concerned, we should emphasize how to improve the efficiency of collaboration among the whole manufacturers. It is good at the heart, simple and simple, and it is a good cat to grasp the mouse. It is too "theory" and "mode". "It is a kind of embarrassment. The most effective maintenance is the quality of the product.
Just as when asked about the requirements of goods, many consumers will always use "good quality and cheap" to describe. In addition to the price of the products, consumers value the "excellent". Material superiority is a more important factor in price comparison, specifically quality. Product quality is the foundation of enterprise development. Increasing efforts to ensure quality is the foundation of the road for enterprises to build brands.
Zhang Hu, deputy general manager of Yanguang Lighting Sales
LED has entered the stage of meeting emotional needs
In fact, with the continuous rise of LED corporate brands, the market channels are very full, new materials and new technologies are widely used in LED products, solving the functional problems of many LED products. At present, I believe that the third stage of the development of LED lamps has just begun. The technological innovation of LED lamps is developing in a direction that is comfortable, energy-saving and environmentally friendly, and meets individual emotional needs. Moreover, every technological innovation can more effectively meet the needs of consumers.
In such a fiercely competitive domestic LED market, as a new brand, the broadcast lighting has quickly seized the commanding heights of the industry by relying on a unified and clear strategic thinking. Many companies started by looking at them. They didn't have an upfront plan, and they often didn't know how to invest. The broadcast was different. When they were established, they had clear goals. They had a bottom out and knew the opportunities for this industry. I want to try to catch it, and I am confident that I can catch it.
Yogyle Lighting Marketing Director Han Yizhen
LED technology innovation should be based on "win-win"
LED itself is an innovation of light source and luminaire. Liquid cooling technology is also known. We know that since technological innovation is a high-value, long-term investment, how can we ensure that this high investment will have a high return? It is undeniable that technological innovation is a high-risk long-term investment. LED companies must be "considered" in technological innovations, and they cannot afford to lose sight of each other. For example, the assessment of technical strength, the collection of market information, the assessment of the magnitude of the risk, the assessment of its own strength, the choice of timing, etc., should be systematically analyzed.
I think LED innovation should also have two directions. One is to reduce the overall cost, and the other is to create a “blue ocean†to maintain sustainable development. In the final analysis, technological innovation is a commercial “game gameâ€. Enterprises, merchants and consumers are all participants in the game. The best strategy for this game is "win-win". The damage of any party's interests will eventually lead to the failure of "innovation", so a successful technological innovation should be based on "win-win".
Grafting local resources can quickly penetrate
Whether a product can be liked by consumers, the decision is not in the hands of the producer, nor in the hands of the seller, but in the hands of the consumer. We all know that dealers are the bridge between business and consumers. Compared with LED companies, the dealer's market perspective is more targeted, he will actively collect consumer characteristics in his region, and then determine his business direction. This process is dynamic and continuous, and if you can share these valuable information resources with dealers, LED companies will be even more powerful.
I have always been praising the "LED local brand effect" - "local famous store" shaped by business time, store strength, peer impression, etc. This type of store has a certain appeal and credibility in its market. An LED enterprise brand wants to gain a foothold in a certain market, and it is undoubtedly the fastest to successfully graft a “corporate brand†on a “local brandâ€.
Cautious for the monopoly
"Xi'an Metro, which is open to traffic at the end of this year, will selectively use LED lighting, and other routes will adopt LED products on a large scale. The total value is expected to exceed 50 million yuan." Zhao Long, general manager of Shaanxi Shanhe Linzi Optoelectronics It is said that the application of LED in large-scale government projects has been “gradually betterâ€. But on the other hand, in the field of distribution and civil engineering, the penetration of Xi'an LED has been just beginning in the past, such as Guangxi Nanning, Yunnan Kunming, Sichuan Chengdu, Chongqing and other places.
In late May, Deng Zhaofei, a reporter from the headquarters of the journal and a reporter from the Xi'an office, visited seven professional lighting markets, including the northwest Tongtai Lighting and Electric Material Wholesale Base and Xianshun Boutique Lighting City. They found that Xi'an dealers were very concerned about LED dynamics. However, the attitude of "bundling of interests" is not positive. There are very few real LED brand agents, and there are very few monopoly image stores. "Even if we represent a brand, we will only choose one or two of their most stable fist products and try to do it in the market. We will not launch all of our product lines at once." A dealer in the Tongtai lighting market said so.
Wholesale-oriented lighting city can be seen everywhere in the LED
Chart: Xi'an main professional lighting market list
| Store name | Number of businesses | Exhibition nature | Business area |
| Northwest Tongtai Lighting Electric Material Wholesale Base | About 300 | Wholesale, engineering | More than 80,000 square meters |
| Xianshun Lighting City | About 140 | wholesale | 30,000 square meters |
| Boutique lighting city | About 100 | wholesale | Unknown |
| Xianshun Boutique Lighting City | About 80 | Wholesale, engineering | About 20,000 square meters |
| Oriental Mercure Lighting Plaza | About 100 | retail | About 13,000 square meters |
| Guangdong, Hong Kong and Taiwan Lighting City | About 100 | retail | Unknown |
| Glorious lighting city | About 100 | retail | Unknown |
Merchant upgrades are eager for good products
The ancient capital of the thirteenth dynasty - Xi'an, as the most representative city in the northwest region, Xi'an lighting market after nearly ten years of development, whether it is the dealer scale or market structure has become the most distinctive representative of the northwest.
Anyone who knows and understands the Xi'an market knows that Xi'an's lighting city stores are closely matched with home building materials. Xi'an Daming Palace Building Materials Home City, Hongxing Meikailong Xi'an Store, Oriental Mercure Home Building Materials City and other lighting cities are all combined with lighting and home building materials.
However, after years of development, the professional lighting stores have only two or three, and the quantity and quality can now be on the same level as the home building materials store. Especially when the LED tide is coming, the dealers pay more attention to good products and good brands. The “2013 China LED Good Products Tour Exhibition and Merchants Conference†Xi'an Station has attracted more than 60 dealers and design institute leaders to attend the exchange.
At the meeting, Chen Yongxing, the person in charge of Xi'an Jiqi Lighting, expressed his confidence in the background of BYD Lighting and Mulinsen Lighting. "The first cooperation is peace of mind, no worries can go all out, so the company's strength is the primary choice for dealers to choose partners. condition."
At present, the main purpose of the general manager of Hein Lighting, Liu He, who is mainly engaged in outdoor LED lighting engineering lamps, is to find suitable manufacturers of circulating light sources. The high cost performance of the Laiwei photoelectric bulbs and tubes is quite interesting. He hopes that he can seek more in-depth communication in the agency cooperation.
Part of the guests took a group photo
The LED panel light of the broadcast lighting is very attractive to Lu Shengqin, the head of Taisheng Electric, which is currently the main source of the Buddha's light source and the switch of the home. Mr. Lu said to the senior engineer that the LED products currently cover the light source and the tube. Spotlights, business photos and other multi-products, but the flat-panel lights are not yet a suitable partner, the concept and focus of the broadcast is in line with the company's future channel development.
During the meeting, Zhang Xiaofei, director of the High-tech LED Industry Research Institute and editor-in-chief of "LED Lighting Channel", together with local and surrounding distributors, designers and engineering decoration companies in Xi'an, made an analysis and forecast of LED lighting market development trends and shared LED distribution channels. Strategy and LED lighting design trends.
Director of the High-tech LED Industry Research Institute and Editor-in-Chief of LED Lighting Channels
Insist on the invincibility of the channel
The LED channel brand is still in a melee, and only the intangible assets of LED brands built in the hearts of consumers are the greatest asset of the company. Therefore, no matter whether it is brand or marketing, only by deeply understanding the characteristics of consumers' needs and studying their purchasing psychology and purchasing behavior can enterprises take the strategic opportunity. No matter how dazzling marketing methods can be, they cannot exist without the demand position of the terminal market.
From the perspective of LED products, it is difficult for consumers to make purchase decisions. Therefore, companies have chosen a popular, interactive and persuasive way to communicate with consumers. For example, in the sales process of the store, the shopping guides proved that the LED light effect experience is outstanding in the way of real-life simulation, far more effective and image than the oral preaching, and let the consumers identify. In addition to the improvement of quality. In addition to the continuous vitality of the products, there is also the sinking of the channel network and the continuous promotion of the brand. We do not believe that the influence of the brand will “get rich overnight†and believe that the shaping of the brand image is continuous.
Shao Linbing, Director of Southwestern Region of Mulinsen Lighting
LED companies should guide consumption
An LED company, in the initial stage of product manufacturing, the most headache is the product itself. When companies spend this period, they are often troubled by brands. At present, many LED companies are in a state of being cast in the sky, and have not gathered their limited resources into several markets. I think that intensive cultivation is always better than spreading beans. Consumers have a herd mentality, and there are more than two phenomena, that is, 20% of people decide 80% of consumption trends.
As long as LED companies are tightly grasping the habits of these consumer leaders and guiding them to move closer to their superior products, they are getting closer to market goals. The purpose of production is to make profits, the means of profit depends on marketing, and the process of marketing is to meet the needs of the consumer market. The connection between enterprises and the consumer market cannot rely solely on access. Relying on access to the channel must be based on the interests of the channel. If there is a door to the consumer market and the information is distorted, the consequences are certainly not ideal.
Lai Wei Optoelectronics Sales Director Mao Zilai
Manufacturer collaboration efficiency is greater than model innovation
Different LED companies will attack channels with different marketing strategies. The channel warfare is extremely fierce. We cannot squander food because of the failure of a certain company, nor can we copy it because of the success of a certain enterprise. As far as the overall management level of domestic LED enterprises is concerned, we should emphasize how to improve the efficiency of collaboration among the whole manufacturers. It is good at the heart, simple and simple, and it is a good cat to grasp the mouse. It is too "theory" and "mode". "It is a kind of embarrassment. The most effective maintenance is the quality of the product.
Just as when asked about the requirements of goods, many consumers will always use "good quality and cheap" to describe. In addition to the price of the products, consumers value the "excellent". Material superiority is a more important factor in price comparison, specifically quality. Product quality is the foundation of enterprise development. Increasing efforts to ensure quality is the foundation of the road for enterprises to build brands.
Zhang Hu, deputy general manager of Yanguang Lighting Sales
LED has entered the stage of meeting emotional needs
In fact, with the continuous rise of LED corporate brands, the market channels are very full, new materials and new technologies are widely used in LED products, solving the functional problems of many LED products. At present, I believe that the third stage of the development of LED lamps has just begun. The technological innovation of LED lamps is developing in a direction that is comfortable, energy-saving and environmentally friendly, and meets individual emotional needs. Moreover, every technological innovation can more effectively meet the needs of consumers.
In such a fiercely competitive domestic LED market, as a new brand, the broadcast lighting has quickly seized the commanding heights of the industry by relying on a unified and clear strategic thinking. Many companies started by looking at them. They didn't have an upfront plan, and they often didn't know how to invest. The broadcast was different. When they were established, they had clear goals. They had a bottom out and knew the opportunities for this industry. I want to try to catch it, and I am confident that I can catch it.
Yogyle Lighting Marketing Director Han Yizhen
LED technology innovation should be based on "win-win"
LED itself is an innovation of light source and luminaire. Liquid cooling technology is also known. We know that since technological innovation is a high-value, long-term investment, how can we ensure that this high investment will have a high return? It is undeniable that technological innovation is a high-risk long-term investment. LED companies must be "considered" in technological innovations, and they cannot afford to lose sight of each other. For example, the assessment of technical strength, the collection of market information, the assessment of the magnitude of the risk, the assessment of its own strength, the choice of timing, etc., should be systematically analyzed.
I think LED innovation should also have two directions. One is to reduce the overall cost, and the other is to create a “blue ocean†to maintain sustainable development. In the final analysis, technological innovation is a commercial “game gameâ€. Enterprises, merchants and consumers are all participants in the game. The best strategy for this game is "win-win". The damage of any party's interests will eventually lead to the failure of "innovation", so a successful technological innovation should be based on "win-win".
Grafting local resources can quickly penetrate
Whether a product can be liked by consumers, the decision is not in the hands of the producer, nor in the hands of the seller, but in the hands of the consumer. We all know that dealers are the bridge between business and consumers. Compared with LED companies, the dealer's market perspective is more targeted, he will actively collect consumer characteristics in his region, and then determine his business direction. This process is dynamic and continuous, and if you can share these valuable information resources with dealers, LED companies will be even more powerful.
I have always been praising the "LED local brand effect" - "local famous store" shaped by business time, store strength, peer impression, etc. This type of store has a certain appeal and credibility in its market. An LED enterprise brand wants to gain a foothold in a certain market, and it is undoubtedly the fastest to successfully graft a “corporate brand†on a “local brandâ€.
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