In the first quarter of 2014, LEDs replaced traditional lighting products again, and the “transition warâ€, “grab battleâ€, “price warâ€, “strategic warâ€, “human war†and “distribution war†frequently occurred in the market. The competition is getting more intense. Whether it is old-fashioned traditional lighting or LED newcomers, they are sighing that the changes are too fast, and they all feel tremendous pressure. On the road of transformation, there are both tactics for continuing the "strategic loss" thinking channel, as well as "focusing" strategies from the field of relatively small competition and strong ability. In the case of gains and losses, the transformation path is gradually clear.
However, there are many game points for the sales of LED products in traditional lighting enterprises. The disadvantages of the latter are mainly reflected in four aspects: 1. In the LED field, the response speed to the market changes is relatively slow, and the new product launch speed, variety and style are complete. The degree can not keep up with the terminal sales rhythm. 2, the traditional enterprise transformation LED in the R & D design, talent accumulation, marketing system still needs time to run, the manufacturing side mostly rely on OEM / ODM supply, price and style advantages are not obvious. 3. The Bank is still the main source of its sales and profits, so it does not pay enough attention to LEDs. 4. There is no investment in the upstream and middle of the industry chain, resulting in weaker quality, delivery time and price than pure LED enterprises.
"We are also facing the situation of the right and left pinch. On the one hand, the traditional big brands and the new LED brands have fully developed and even actively provoked price wars. On the other hand, the original dealer system still relies on the inertia sales of traditional lighting products. The support for the original brand is not enough.†Luo Quanxing, executive vice president of Shanghai Luyuan Group, told the embarrassment of traditional light source companies.
“As early as 2013, we have realized that relying on the traditional channels and experience of the past to operate LEDs can no longer adapt to the situation, and the establishment of a new channel system is urgent.â€
Therefore, this year, traditional brands have exerted their best efforts. On March 17, Dehao Runda issued an announcement: the company signed the “2014 Regional Operation Center Distribution Agreement†with 37 operating centers of NVC Lighting, and the total sales amount is about RMB 1 billion. The company is based on the national unified distribution price. All dealers supply. The co-brand of the two - Reishi Dehao also frequently moved, previously released 6 series, more than 600 new products. Although many dealers questioned its thunder and heavy rain.
As an established company with traditional lighting, Foshan Lighting has obvious advantages in terms of brand awareness and channel penetration. Due to the late start of the transformation, this year's LED products and channel strategy has been comprehensively adjusted. At the dealers' ordering meeting in February this year, Foshan Lighting officially announced that in 2014, the domestic market segmentation channels will be developed. The first one is wholesale. Channels, the second is the store channel, and at the same time, assisted by e-commerce channels.
Recently, Foshan Lighting's "price-killing" action has attracted industry shocks. The terminal price of its LED bulb (3 watts and 3 yuan) has penetrated the ex-factory price of the same light-effect traditional energy-saving lamps, and flooded into the market. It can be seen that the anxiety mentality of competing with many brands for domestic market share is obvious.
" Regardless of whether the monthly capacity of 12 million is true, but even if it is less than 3 watts of bulbs, the terminal price of 3 yuan does break through the ex-factory price of the same light-effect traditional energy-saving lamps. Our bulb price is also It should be adjusted accordingly, but it will not be involved in the price war." An LED application company with an annual output value of over 100 million yuan analyzed that the wattage of bulb lamps at this price is generally insufficient, using a full plastic heat dissipation and resistance structure. "But if you follow the brand promotion and marketing expenses of Foshan Lighting, you can achieve the quality of more than one year warranty, and the ex-factory price of 3 yuan is also a 'losing' strong channel."
Since December last year, the domestic channel of Changfang Lighting has changed a lot. At the “Brand Strategy Upgrade Conference†in January this year, Changfang Lighting abandoned the original multi-brand strategy and turned to develop a unified “Rectang†LED lighting. At the same time, in order to meet the big outbreak of LED lighting demand, the company will strengthen the construction of sales channels and strive to complete the goal of “100 stores in 100 cities†in 2014. However, the rapid transformation of the brand in a short period of time will inevitably bring various influences to the channel, and some dealers are more resistant to the short-term handling of the short-term.
A merchant in Zhejiang Province who started to operate lamps in the mid-1990s said that it had cooperated with Changfang Lighting before its listing in 2012 and became the regional general. According to the person in charge of the general representative: It is the first batch of merchants in the true sense of the development of domestic channels by Changfang Lighting. During the period, due to the competition, we also gave up the cooperation of two other circulation brands with high cost performance. “After the listing from the company, it slowly began to change. Until the end of 2013, it suddenly said that it would no longer cooperate. We asked for the bottom of the year to pay off, and there will be only 300,000 bottoms in 2014. Before the Spring Festival, I took the agreement and said that I will pay the full amount. Returned. Even the samples were returned."
However, there are many game points for the sales of LED products in traditional lighting enterprises. The disadvantages of the latter are mainly reflected in four aspects: 1. In the LED field, the response speed to the market changes is relatively slow, and the new product launch speed, variety and style are complete. The degree can not keep up with the terminal sales rhythm. 2, the traditional enterprise transformation LED in the R & D design, talent accumulation, marketing system still needs time to run, the manufacturing side mostly rely on OEM / ODM supply, price and style advantages are not obvious. 3. The Bank is still the main source of its sales and profits, so it does not pay enough attention to LEDs. 4. There is no investment in the upstream and middle of the industry chain, resulting in weaker quality, delivery time and price than pure LED enterprises.
"We are also facing the situation of the right and left pinch. On the one hand, the traditional big brands and the new LED brands have fully developed and even actively provoked price wars. On the other hand, the original dealer system still relies on the inertia sales of traditional lighting products. The support for the original brand is not enough.†Luo Quanxing, executive vice president of Shanghai Luyuan Group, told the embarrassment of traditional light source companies.
“As early as 2013, we have realized that relying on the traditional channels and experience of the past to operate LEDs can no longer adapt to the situation, and the establishment of a new channel system is urgent.â€
Therefore, this year, traditional brands have exerted their best efforts. On March 17, Dehao Runda issued an announcement: the company signed the “2014 Regional Operation Center Distribution Agreement†with 37 operating centers of NVC Lighting, and the total sales amount is about RMB 1 billion. The company is based on the national unified distribution price. All dealers supply. The co-brand of the two - Reishi Dehao also frequently moved, previously released 6 series, more than 600 new products. Although many dealers questioned its thunder and heavy rain.
As an established company with traditional lighting, Foshan Lighting has obvious advantages in terms of brand awareness and channel penetration. Due to the late start of the transformation, this year's LED products and channel strategy has been comprehensively adjusted. At the dealers' ordering meeting in February this year, Foshan Lighting officially announced that in 2014, the domestic market segmentation channels will be developed. The first one is wholesale. Channels, the second is the store channel, and at the same time, assisted by e-commerce channels.
Recently, Foshan Lighting's "price-killing" action has attracted industry shocks. The terminal price of its LED bulb (3 watts and 3 yuan) has penetrated the ex-factory price of the same light-effect traditional energy-saving lamps, and flooded into the market. It can be seen that the anxiety mentality of competing with many brands for domestic market share is obvious.
" Regardless of whether the monthly capacity of 12 million is true, but even if it is less than 3 watts of bulbs, the terminal price of 3 yuan does break through the ex-factory price of the same light-effect traditional energy-saving lamps. Our bulb price is also It should be adjusted accordingly, but it will not be involved in the price war." An LED application company with an annual output value of over 100 million yuan analyzed that the wattage of bulb lamps at this price is generally insufficient, using a full plastic heat dissipation and resistance structure. "But if you follow the brand promotion and marketing expenses of Foshan Lighting, you can achieve the quality of more than one year warranty, and the ex-factory price of 3 yuan is also a 'losing' strong channel."
Since December last year, the domestic channel of Changfang Lighting has changed a lot. At the “Brand Strategy Upgrade Conference†in January this year, Changfang Lighting abandoned the original multi-brand strategy and turned to develop a unified “Rectang†LED lighting. At the same time, in order to meet the big outbreak of LED lighting demand, the company will strengthen the construction of sales channels and strive to complete the goal of “100 stores in 100 cities†in 2014. However, the rapid transformation of the brand in a short period of time will inevitably bring various influences to the channel, and some dealers are more resistant to the short-term handling of the short-term.
A merchant in Zhejiang Province who started to operate lamps in the mid-1990s said that it had cooperated with Changfang Lighting before its listing in 2012 and became the regional general. According to the person in charge of the general representative: It is the first batch of merchants in the true sense of the development of domestic channels by Changfang Lighting. During the period, due to the competition, we also gave up the cooperation of two other circulation brands with high cost performance. “After the listing from the company, it slowly began to change. Until the end of 2013, it suddenly said that it would no longer cooperate. We asked for the bottom of the year to pay off, and there will be only 300,000 bottoms in 2014. Before the Spring Festival, I took the agreement and said that I will pay the full amount. Returned. Even the samples were returned."
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