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The channel has got the world, although in the early days of LED development, there have been doubts in the industry, but today, it is undeniable, as in the traditional lighting era, the importance of channels in the LED lighting era can not be ignored. However, this round of channel enclave is obviously more intense or tragic.
From Everlight LED lighting to rectangular lighting, from National Star Optoelectronics to Snowlight Lighting; from Foshan Lighting to Sunlight Lighting, etc., major lighting listed companies held new product promotion conferences and regional investment conferences nationwide in the first half of this year. The market start-up meeting will tell us: In the first half of this year, channel construction work is still the top priority of the current listed companies, and it is difficult to shake in the short term.
For example, Foshan Electric Lighting Co., Ltd., from late April to mid-September, north to Inner Mongolia Hohhot, south to Guangxi Yulin, east to Zhejiang Wenzhou, west to Xinjiang Urumqi, in less than 5 months, 40 The theme of the rest is to go hand in hand. The splendid Foshan lighting new product promotion and specialty store will join the 19 provinces and 2 municipalities (Beijing, Chongqing), and more than 100 Foshan lighting products will be successfully launched. Nearly 10,000 Foshan lighting agents and distributors Witnessed.
In terms of channel layout, in 2013, Snowlight Optoelectronics was also unwilling. In the past August, the Snowlight Health LED Lighting Regional Investment Conference and LED New Product Launch Conference was held in Lanzhou, Gansu on August 10, August 16, August 22, August 24, and August 27, respectively. It was held in Linyi, Shandong, Wenzhou, Zhejiang, Taiyuan, Shanxi, and Beijing. It is reported that as of the end of August, Shell Wright has held 15 new product launches in the country.
As the most eye-catching LED lighting brand in the channel market this year, non-billion-light LED lighting is the only one. Since April of this year, it has been in Changzhou, Jiangsu, Wuhan, Hubei, Zhengzhou, Henan, Hefei, Anhui, Linyi, Xi'an, Shaanxi, Changsha, Nanchang, Hunan, Hangzhou, Zhejiang, Fujian, Xiamen, Chengdu, Yunnan, Kunming, Beijing, Heilongjiang, Harbin, etc. The 14th Guanghui LED Lighting Science Lecture Hall and Regional Market Launch Conference was held in 14 places, and the national provincial operator conference was held at the Shanghai headquarters. In June, Yiguang LED lighting was running continuously for 7 consecutive times, and the meeting time density was evident. At the same time, Yiguang LED Lighting also cooperated with the large-scale lighting all-media to hold the LED lighting lecture hall public welfare activities nationwide, which also greatly assisted its channel construction and brand promotion.
From the above, it is not difficult to know: In the first half of 2013, how terrible the terminal channel battle was! In order to avoid positive confrontation in the terminal market, some listed companies have chosen to enter other channels, such as e-commerce channels. On September 11, Zhou Ming Technology announced that the company recently signed an equity transfer and capital increase agreement with Shanghai Hanyuan Lighting Co., Ltd. Chau Ming Technology will increase the capital of Hanyuan with its own cash of 4.84 million yuan. Upon completion of the capital increase, it will acquire the equity of Hanyuan 20.59. After the completion of this capital increase, the two parties will register to establish the Chau Ming Hanyuan home lighting brand, and work together to create a new channel for the LED e-commerce era, becoming the first brand in the LED lighting industry to build a cloud business model that combines online and offline. . However, since the Chau Ming Hanyuan home lighting brand has not really been introduced to the market, how the future market performance and terminal response need to be verified.
Industry veterans said: In addition to a few old-fashioned powerhouses such as NVC Lighting, Foshan Lighting, and Sunlight Lighting, most of the listed outlets of LED listed companies are in a relatively blank stage. Although some listed companies have begun to develop channel development in 2012 or even before, in view of the lack of maturity of the LED market, the overall regional investment promotion and new product promotion effect is not satisfactory, so 2013 became the concentrated outbreak year of channel construction of LED listed companies.
In the first half of 2013, lighting listed companies concentrated on channel construction and competed for market share. In addition to further stimulating the development of the LED market, it also revealed some problems that need to be taken seriously.
First: homogenization is serious. The homogenization here includes product homogenization, operation mode homogenization, channel division homogenization, and brand positioning homogenization. Due to the original focus on foreign markets, some listed companies have not adapted to the domestic market, or they have concentrated on the upstream and middle of the industry, and have not understood enough about the downstream application market. As a result, in the channel construction, the traditional lighting channel model is used or imitated and copied. Peer. This brings exhaustion to the vast number of dealers in the terminal market, and also greatly reduces the effect of corporate investment and new product promotion.
Second: excessive pursuit of speed. The construction of channels has never been a one-off event. However, this reason, many listed companies may know, but do not fully understand. Faster, faster, and under the rush of rapid rhythm, the time for investment conferences of listed companies is getting more and more dense, and the movements of outlets are becoming more and more frequent, but there are only a handful of outlets with quality, development and advantages. It is reported that a listed company in Shenzhen had carried out channel construction in the country two years ago, but in less than two years, half of the channel outlets were eliminated, and it is still busy with channel development and maintenance.
Third: the ratio of input to output is low. As we all know, listed companies have strong financial strength, but having money does not mean spending money. In the channel construction process of listed companies, the problem of low input-output ratio has become more and more prominent. The investment here includes product R&D investment, marketing personnel investment, conference marketing investment, exhibition marketing investment, brand promotion investment, etc. However, once the terminal sales performance has not been able to rise, the listed company will face difficulties in explaining to shareholders.
At the same time, in the end market, many merchants said that listed companies have not received special care because of their special status, and their competitive pressure is not less than that of traditional lighting transformation enterprises.