How to get out of the marketing puzzle for the
The face of increasingly high penetration rate of LED lighting applications, the future of the lighting market, marketing channels and patterns, there will be some changes in the competition will be fierce. Lighting companies must take a cautious approach. In fact, the competition between the traditional lighting with LED lighting companies in the following areas:
First, the personnel dispute. The competition between the talent each other undercut the very interesting phenomenon, LED lighting companies have joined the traditional channels of operational experience and resources, to look stare NVC, three male and Op-job or in the past talent; traditional lighting companies put the vision focus to the SFT such a professional LED lighting manufacturing companies and technical personnel on the ground.
Second, the contention of the project. Energy saving LED lamps prices down, more mature and more stable quality general trend is irreversible, the traditional lighting companies in the development efforts of the LED lamps will also increase, there will be more traditional lighting companies to participate in the bidding of the LED project . Future project information warfare will also be started.
Third, the invisible channels of dispute. Invisible channels with owners, engineering firms, construction firms and design institutes, designers (architects, interior designers, lighting designers, landscape planners, etc.), with the quality and the growing number of lighting designer groups, the light environment great importance to the growing number of owners and architects. And integration will be between the cross-border designer LED lighting is a great feature. Can also be discerned from the six-party international summit held before the fourth light and shadow space.
Fourth, the traditional lighting circulation dealer dispute. With LED lamps prices, quality standards and style are stabilized, the end-user acceptance of the LED improved, traditional lighting dealers face more LED lighting brand with greater choice, the objective of the agent LED lamps conditions and market factors are more mature, LED lighting brand will be greater demand for traditional dealers.
So, the face of several aspects of fierce competition in the channel on Where can you start?
A rational use and adapt to the changes brought about by the EMC contract energy management. With the carbon emissions trading around the world, including in China, import, operation, policy support and implementation of energy saving, groping after the EMC form of more standardized, it is foreseeable that the EMC contract energy management channels will continue to improve. For example, Shenzhen reached into Varitronix with EMC projects sales this year, do about 6 billion, and continents such as listed companies on the ground and set up a special EMC in the project sector, CITIC Group was established the CITIC energy company focused only on the energy saving is the EMC result of the development. Therefore, a number of energy management and energy-saving companies and other third parties will become the new channels of LED lighting, which is one of the traditional lighting features.
Second, self-built channels, culture and era of LED lighting and common development of new dealers. 1990s of the last century, with the Guangdong region of China real estate market liberalization, the town began to take shape as a lighting base, then a buyer's market who sells lights who make money. After 20 years of development, the formation of today's lighting dealer groups. LED lighting is seemingly prosperous in the country, but from the end-user acceptance of a certain process. We have reason to believe that the engineering and regional relations of individuals or organizations riding LED Dongfeng might be able to re-take the old road to the formation and development process of lighting dealer groups. In fact, it does have a number of accompanying grew up with the LED landscape lighting engineering firms LED distributors. Therefore, independent of the traditional reseller channel to foster and develop loyal to the brand of LED lighting dealer is optional.
Oriented group of customers, beyond the existing channels, the establishment of large customers (KA) Division. 12th Five-Year Plan energy saving requirements, a growing number of state-owned enterprises, municipal agencies, public facilities and large super power consumption of the factories, and other regions will be strictly controlled. LED energy-saving and carbon emission data linked to a number of public places and customers of the Group of LED demand will be even greater. For example, from about 2009 onwards, 霍尼韦尔朗 for Wal-Mart supermarket lighting transformation to replace the energy-saving lamp, LED fluorescent tubes, for the role of energy-saving effect; such as the April 15, 2011 Wal-Mart Stores Limited Wangjing stores by the China Chain Store & Franchise Association (CCFA) awarded the title of "hundreds of low-carbon demonstration store". The store using a wide range of LED energy saving lamps for general lighting, installation of energy efficient freezer, heat recovery unit, close the part of the lighting of off-peak periods. As of the end of 2010, compared with ordinary stores in 2005, Wal-Mart's new energy-efficient model stores the energy efficiency increased by 40.16%, exceeding the original plan to improve energy efficiency target of 40%.
