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The 10-year old lamp dealer system interprets the 7 sales channels of lighting products
Immersed in the lighting industry, the 10-year-old lamp dealers deeply analyze the status quo of the domestic sales of the 7 major channels in the lighting and lighting industry. The depth of the light merchants must see! Hello, let me introduce myself, my name is Zhang Zhanxing, Guangdong Hakka Meizhou, optoelectronics technology Born, I have been in this industry since I left the school. There are also many jobs in this industry, including product design, product manager, marketing planning, engineering sales, channel promotion, and production management. Including lighting retail stores and lighting engineering companies have also been operating, because of the industry for many years, there are many types of lighting fixtures that have been in contact with domestic and foreign brands. For the interests and pain points of manufacturers and businesses, it may be understood more comprehensively. This time I use the popular language to share and summarize the current status of various related channels that affect the domestic sales of lighting fixtures. I have been immersed in the lighting industry for ten years and have been coming from traditional lighting. In the past ten years, it has been a period of rapid development of the domestic industry and the biggest change. But in the past decade, there has been no change in the nature of some things. It has changed only the external macro-business environment and the way consumers receive information and consumption habits. Lights related to the Internet are very concerned, but personally understand that it is a change in the way information is transmitted. The essence of the lighting and lighting industry has not changed. Traditional incandescent halogen lamps, energy-saving lamps, sodium lamps, metal halide lamps, etc., these gas discharge lamps are also good, the current popular LEDs, and perhaps the possible OLEDs in the future. The essence is a way of lighting, the essence of the industry is light. It is nothing more than functional lighting and stylized decorative lighting. It is also the best understanding of the difference between lighting and lighting. Considering that many light merchant friends have not experienced the traditional lighting stage, first make a preliminary concept. If you have experienced traditional lighting, you will find that this is the truth. This is also the reason why the industry's three traditional brands have been able to quickly and fully occupy the LED lighting market after the transformation of LEDs. And some of the pure LED companies in Shenzhen and Dongguan will exit the lighting market so fast, including Taiwan-funded enterprises. In fact, early entry into the LED lighting products is the application of Taiwan-funded enterprises, including Foxconn, Suihong, Zhen Mingli and so on. With this in mind, manufacturers and businesses will not be confused. They only need to care about how to use new technologies and new promotion methods to provide users with safer, more environmentally friendly, more energy-efficient, more comfortable, more beautiful and more affordable. Quality lighting service is all right. Technology will confuse you, and light will make you stick to Ou Pu's Hai Ge. This is very helpful for the industry understanding of the lamp dealers. You can go over the speech of Hai Ge if you have time. This time sharing the theme, the title is bigger, the content may not be much, and it can be helpful to the light merchants. There are several aspects to consider when choosing this topic: On the one hand, the experience of the entrepreneurial experience, the friends of the light merchants have shared a lot. Regardless of success or failure, the real course is OK. There are too many uncertain factors in starting a business. On the other hand, product development and process technology are also commonplace, and manufacturers like to say how their products are. Now is not a popular saying, women talk to the poor about money, talk to rich people about feelings; customers talk about prices with high-end products, talk about quality with low-end products! So, products are not a problem, the market does not lack products, what is missing is The door is right. In three aspects, the operating pain points and dilemmas of first-line terminal merchants are problems that are easy to attract attention and are most easily overlooked in marketing. Usually, industry channel channel providers have these types, logistics operators, wholesalers, retailers, engineering companies, hardware stores and commercial entities that combine business operations. The current channel structure is pyramid-shaped, with the fewest logistics operators and the largest number of retailers. In the future, it is possible that the channels will be distributed to the distribution level. In the lighting industry, there is a special phenomenon. It is the serious asymmetry of information in the industry, and the imbalance between the first-line channel terminals and the manufacturing source information is objective. Because the industry and industry have not been reshuffled, the entire industry chain is still very fragmented and difficult to change in the long run. Another kind of human factor is reflected in product application, marketing, and service. For a simple example, take the indoor LED ceiling spotlight as an example. From the perspective of cost performance and light efficiency of the light source, SMD3030 or 2835 can replace the imitation lumen high power lamp bead. However, product response and information reception in the terminal market are beyond our imagination and are often delayed for more than two years. There are objective factors, and there are also human factors. Most of the enterprises are small and medium-sized enterprises, small workshops and small processing factories. Due to the information asymmetry phenomenon in upstream and downstream, upstream enterprises and downstream distributors often lack timely and effective communication, which makes the industry stereotype a certain phenomenon. It has a serious mental inertia, and is unwilling or afraid to realize its own changes in the big wave of industrial transformation, changing business ideas and sales methods. In the future, regardless of retail dealers, channel operators and logistics wholesalers, engineering dealers. With the simple trading relationship between the user and the whole service relationship, the dealer will shift to the role of the service provider. The transformation of the service role is the hardest to face in the country's 100,000 lighting retailers. The following is a more common language to share the current situation of the domestic market channel of the lighting industry. The market is nothing more than how to sell the products. This is the same for manufacturers and merchants. From the perspective of the application value and consumption use of the product, it can be easily divided into civilian (household and partial consumer), commercial, and engineering (public construction projects). This is a common saying in the mature industry. Of course, from the perspective of products, there are many detailed classifications, and we will specifically share this one in the future. The industry's usual channel divisions correspond to the corresponding products and will be well understood. Household lighting and consumer lighting products have a relatively simple purchasing decision, usually individual consumers. The purchase route is relatively simple, and consumers are only through the retail stores, hardware stores, supermarkets, e-commerce online shopping and so on. Civil products are well understood. The light source products that are easy to consume, the previous channels are usually called large circulation, but they can't be circulated now. LED bulbs, lamps and other products can not be less than 20,000 hours of service life, 20,000 hours under normal circumstances can also be used for three years, can not flow. Therefore, the current domestic media rarely has the possibility to increase circulation. The two product concepts of commercial and engineering can be placed in one piece, and the nature is the same from the value classification and application of architectural space environment lighting. Moreover, the purchase decision of such products has a greater impact, and the end users of the lamps often consider more of the commercial and social value of the lighting application site. The current situation of various channels affecting the domestic sales of lighting fixtures I. Real estate At present, most comprehensive and regional well-known real estate developers usually use brand-name lighting brands, whether residential, commercial or cultural real estate. Three years ago, the selection rate of NVC, Philips and Opp brands was above 15%, and the total usage rate of the three major brands reached more than 60%. Later, due to changes in the industry environment and related corporate storms, the rankings have changed in the past two years, and the order has been transferred. Three years ago, the top ten developers in the country preferred brands accounted for more than 80% of the total market. The top five brands were: NVC, Philips, Op, Panasonic, and Sanxiong Aurora. Now the value of the Seaton brand is up, last year's top ten rankings: Philips, NVC, Op, Sidon, Sanxiong Aurora, Panasonic, Osram, Foshan Lighting, TCL Lighting, Huayi. Lighters should pay more attention to these, regardless of the manufacturer or the business, these are good reference values ​​for your place of interest. This kind of real estate is developed by private enterprises, and the brand selection of public construction projects is more serious. But it has not been shuffled. No brand has reached more than 35%. There are still many opportunities for everyone. This impact is far-reaching. At the macro level, countries are vigorously promoting residential hardcover real estate. More and more developers will launch hard-packed commercial houses, and public areas and suites have already installed basic functional lighting. The impact in the first, second and third tier cities is very serious, and the fourth-tier county towns will become more and more serious. For basic function lighting, the main lighting products include downlights, spotlights, ceiling lamps, aisle lights, etc. Buyers only need to carry out the layout of the equipment, a set of 100 square meters of commercial housing, buy a few decorative lights on the line. Second, the commercial chain industry National service franchise chain enterprises selected or designated lighting brands, in the high-end market, mainstream commercial brands occupy up to 60% of the market share. Domestic representative brands include Philips, NVC, Sidon, Panasonic, Sanxiong Aurora, OPPLE, TCL, Jiamei and so on. In the middle and lower end of the business chain operation, the purchasers are less likely to designate brands, the number of decision makers is relatively small, the business relationship is relatively simple, and the collection method is relatively simple. At present, many new business license brands will enter the market and will consider starting from this one. Third, the designer channel There are many types of designers, indoor hard-packed, soft-packed, outdoor electromechanical, landscape, lighting design planning, etc. This area of ​​business cross-range, water is relatively deep. Designers play a key role in the selection of engineering projects. Especially for engineering projects supervised by the administrative function supervisory unit, the designer directly influences the brand selection of the project. In the third- and fourth-tier cities, home improvement designers influence the local civilian lighting retail market. This can't be avoided, even if you engage in more building materials and cross-industry alliances. Home improvement, public dress, designer field, business must always run more, take the initiative to contact feelings, build mutual trust. In the field of public and commercial projects, the national mainstream design institute has completed the lighting design of about 35% of key projects in the country. Especially in the field of municipal lighting design, the share is as high as 70%. Fourth, Jian'an channel Jian'an channel is an intermediary. In fact, it is difficult to have any loyalty to the brand, the interests are fundamental, but the premise is okay with you, and don't make quality problems. About 60% of the key construction projects in the country are monopolized by the top 100 architectural decoration companies in the country. The annual procurement of engineering lamps is 10 billion. The outdoor landscape project is similar. V. Professional Engineering Channels At present, the professional lighting engineering business field presents a trend of changing the role of project engineering supply construction services to system integration services. The top engineering channel operators in major cities across the country occupy most of the local high-end lighting engineering market through their system project areas, businesses, designers and Jian'an resources. VI. Logistics Distribution Channel This is a familiar distribution and distribution model. With the current industry operation mode, logistics operators have two types of logistics operators: provincial and regional cities. The two main formats: the operators mainly hold the brand down-line merchants for brand investment and operation management, and the wholesalers are mainly for hardware stores or retail lighting stores, or both channel wholesalers. There are also some light companies that will distribute consumer lighting products to large supermarkets. We do not mention the factory direct mode. The products in this business area are mainly civil lighting products (living room lights, bedroom lights, etc.) and light source, Yuba, electrical products, competition is the most direct and the most intense. Nowadays, the mature wholesale logistics regional market has emerged more and more big households, because the previous wholesale sales of lamps and lanterns is very high. Through years of accumulated distribution capabilities, market management capabilities, and the number of agent brands, they have become more and more different from other wholesalers. Manufacturers who locate low-end products generally cut into wholesale channels, but the cooperation cycle is usually two or three years, which is very common. Each manufacturer's brand development stage is different, it will adopt different channel distribution methods, and even ruthlessly abandon the cooperative wholesalers and operators. The future positioning of wholesalers is a common and difficult topic in various industries. In the macro-economy of logistics, information sharing, big data integration, service system development, and industrial chain restructuring, there are too many factors that the industry itself cannot control. It is difficult or impossible to rely on industry, industry or leading companies to subvert or regenerate. More influenced by factors such as the country's macro level, socio-economic structure, class changes, industrial upgrading and so on. 7. E-commerce channels In addition to comprehensive public e-commerce platforms such as Tmall and Jingdong, LED technology and the Internet have spawned various e-commerce platforms in the industry. This is a new class, it is also an alternative, I am also studying and watching, and will share the topic in the future. However, it can be said that for the small and medium-sized enterprises e-commerce, the platform is good, the e-commerce supply is good, the second is good, it will only get more and more sad, the reason is to return to the previous six points. Analysis and summary: high-quality system resources continue to gather influential brands in the industry, and some areas have already presented brand monopoly trends; well-known brand manufacturers continue to enhance the market share of high-end system resources through strong professional engineering channels; Strong distribution operation and management capabilities, and constantly strengthen the exposure rate of terminal retail users; the two sides are complementary, cooperative win-win, mutual use. The author's message: Some things, not to see the hope to insist, but to persist in hope. This is a three-funded era of resources, funds, and qualifications, but there will be dreams when you work hard. Give us all the light merchants in the circle to cheer up. Zhang Zhanxing