[Textuary Zhongshan reporter Zhou Jianhua ] "In the transition period, dealers have undergone the greatest confusion while experiencing the greatest confusion." On the afternoon of November 25, sponsored by Gaogong Research Institute, Gaogong Media, "LED Lighting On the “Domestic Buyers Matching Matchmaking Meeting†hosted by Channel Weekly, Long Yuyu, general manager of Wuhan Oumangke Trade, said. During the conference, more than 60 provincial-level logistics companies from all over the country and some high-tech LED exhibition site brand exhibitors gathered together to talk about the dilemma faced by dealers during the transition period of traditional transition LED. Where is the breakthrough? problem.
Dealer representative: Zou Zhengwang, general manager of Changsha Candlelight Lighting Appliance, Long Yuyu, General Manager of Wuhan Oumanger Electronics, and Xiang Xiangbao, General Manager of Henan Universiade Optoelectronics, etc. “What kind of products do dealers need? How to support? Dealers from the traditional lighting distribution transformation LED lighting distribution difficulties and breakthroughs? Going to work or doing circulation, how to locate dealers?" and other series of practical issues talked about their own experience.
Representatives of the company: Lin Jilin, general manager of Mulinsen Lighting, He Lun, director of BYD Lighting Channel, and Zhang Jin, executive deputy general manager of Kunshan Chengtai Electric Co., Ltd., also explained how to attract high-quality merchants and create strong terminals from the perspective of enterprises. The concept of the brand.
Six criteria for merchants to choose a spouse
Zou Zhengwang, General Manager of Changsha Candela Lighting
Merchants choose LED manufacturers to judge according to their own business direction, resource advantages, market positioning and other demand characteristics, I think the following six aspects are the key points to reduce the opportunity cost of merchants to select manufacturers:
1. The product has selling points, stable quality, valuable sense, and product line system;
2. The enterprise has planning, and the enterprise has a clear and clear development direction;
3, the image has bright spots, including VI, display methods, emotional understanding has a point of view;
4. Marketing has a system with scientific, modern and stable marketing ideas and strategies;
5, the background is guaranteed, prompt delivery, follow-up in place, after-sales service;
6. There is room for profit and sustainable profitability, including both acquisition and potential energy. The provincial capital is longer and the county and city investment returns are expected to be shorter.
Everyone has a chance at the starting line.
Long Haoyu, General Manager of Wuhan Omange Electronics
The so-called basis for vendor development, the most important is the channel. As long as the employees laid down the channels in a down-to-earth, diligent and diligent way, and found their own products, each manufacturer's products have their own selling points. This matter is urgent, the high-rise building is flat, the foundation is very important, and it cannot be chaotic for the sake of speed.
In fact, the lighting industry should not be considered a strictly industrial industry. The so-called industry should be the top ten in the market with relative monopoly as an industry, but in terms of lighting, including some big brands in the industry, the market share is not high. Adding the top five, I estimate that it is less than 10% of the industry, so I say that this industry is currently not industrialized.
Although Oumange has not entered this field for a long time, he has been exploring the optimization and innovation of the model and insisting on cooperating with outstanding enterprises in the industry. Enterprises like ours that can achieve complete brand operation should not be in Hubei Province. 20 homes.
The price is not enough
General Manager of Henan Dayun Optoelectronics
Cost-effectiveness is the most effective offensive weapon when LED products begin to be widely distributed in traditional distribution channels. Brand companies always make use of their large-scale manufacturing advantages and reliability and quality assurance, and the substantial price reduction of conventional LED light source products will have a huge impact on the industry. The first ones are those that are not competitive. Small and medium LED light source companies and channel distributors.
However, the price/performance ratio is far from enough. The domestic manufacturers engaged in the LED industry are mixed, the quality of the products is uneven, and the quality of the products is uneven, which affects the trust of consumers in LED products. The reason for the unevenness of the products is that the industry has no standards. The standard has not been issued, which has made consumers unable to refer to it, and the market is very chaotic. In addition, the LED industry's after-sales service level is relatively low, the channel system is relatively complex, the correlation between manufacturers is relatively large, and the probability of problem is relatively high. At this time, if the after-sales service is not in place, it will seriously affect the customer's LED lighting. Product satisfaction.
Adhere to the brand concept in order to obtain quality channels
Lin Jilin, General Manager of Mulinsen Lighting
The truly responsible Volkswagen brand is always determined to provide "high quality and low price" LED products, so that consumers can easily have the right light source products. Mu Linsen has been working hard to implement this business philosophy. The promotion of the brand's reputation is also an important task for us in the future. Obtaining greater value through the value of the brand becomes the key to our future competition.
We all know that brands are intangible assets of enterprises and distributors, which can increase the added value of products, thus avoiding long-term low-price competition and gaining greater profits. However, compared with the low price strategy, the brand strategy often requires more manpower and material resources, and the difficulties are even greater.
If the new LED companies can firmly establish their reputation and reputation in the channel, their strategy is nothing but the idea of ​​being able to stick to the brand. Our brand strategy has made Mulinsen invest a lot of manpower and material resources in the early stage. I think this will inevitably lead to a long period of brand cultivation, but the brand strategy will also give the company a sustainable competitiveness and rapid development in brand competition.
Dealer representative: Zou Zhengwang, general manager of Changsha Candlelight Lighting Appliance, Long Yuyu, General Manager of Wuhan Oumanger Electronics, and Xiang Xiangbao, General Manager of Henan Universiade Optoelectronics, etc. “What kind of products do dealers need? How to support? Dealers from the traditional lighting distribution transformation LED lighting distribution difficulties and breakthroughs? Going to work or doing circulation, how to locate dealers?" and other series of practical issues talked about their own experience.
Representatives of the company: Lin Jilin, general manager of Mulinsen Lighting, He Lun, director of BYD Lighting Channel, and Zhang Jin, executive deputy general manager of Kunshan Chengtai Electric Co., Ltd., also explained how to attract high-quality merchants and create strong terminals from the perspective of enterprises. The concept of the brand.
Six criteria for merchants to choose a spouse
Zou Zhengwang, General Manager of Changsha Candela Lighting
Merchants choose LED manufacturers to judge according to their own business direction, resource advantages, market positioning and other demand characteristics, I think the following six aspects are the key points to reduce the opportunity cost of merchants to select manufacturers:
1. The product has selling points, stable quality, valuable sense, and product line system;
2. The enterprise has planning, and the enterprise has a clear and clear development direction;
3, the image has bright spots, including VI, display methods, emotional understanding has a point of view;
4. Marketing has a system with scientific, modern and stable marketing ideas and strategies;
5, the background is guaranteed, prompt delivery, follow-up in place, after-sales service;
6. There is room for profit and sustainable profitability, including both acquisition and potential energy. The provincial capital is longer and the county and city investment returns are expected to be shorter.
Everyone has a chance at the starting line.
Long Haoyu, General Manager of Wuhan Omange Electronics
The so-called basis for vendor development, the most important is the channel. As long as the employees laid down the channels in a down-to-earth, diligent and diligent way, and found their own products, each manufacturer's products have their own selling points. This matter is urgent, the high-rise building is flat, the foundation is very important, and it cannot be chaotic for the sake of speed.
In fact, the lighting industry should not be considered a strictly industrial industry. The so-called industry should be the top ten in the market with relative monopoly as an industry, but in terms of lighting, including some big brands in the industry, the market share is not high. Adding the top five, I estimate that it is less than 10% of the industry, so I say that this industry is currently not industrialized.
Although Oumange has not entered this field for a long time, he has been exploring the optimization and innovation of the model and insisting on cooperating with outstanding enterprises in the industry. Enterprises like ours that can achieve complete brand operation should not be in Hubei Province. 20 homes.
The price is not enough
General Manager of Henan Dayun Optoelectronics
Cost-effectiveness is the most effective offensive weapon when LED products begin to be widely distributed in traditional distribution channels. Brand companies always make use of their large-scale manufacturing advantages and reliability and quality assurance, and the substantial price reduction of conventional LED light source products will have a huge impact on the industry. The first ones are those that are not competitive. Small and medium LED light source companies and channel distributors.
However, the price/performance ratio is far from enough. The domestic manufacturers engaged in the LED industry are mixed, the quality of the products is uneven, and the quality of the products is uneven, which affects the trust of consumers in LED products. The reason for the unevenness of the products is that the industry has no standards. The standard has not been issued, which has made consumers unable to refer to it, and the market is very chaotic. In addition, the LED industry's after-sales service level is relatively low, the channel system is relatively complex, the correlation between manufacturers is relatively large, and the probability of problem is relatively high. At this time, if the after-sales service is not in place, it will seriously affect the customer's LED lighting. Product satisfaction.
Adhere to the brand concept in order to obtain quality channels
Lin Jilin, General Manager of Mulinsen Lighting
The truly responsible Volkswagen brand is always determined to provide "high quality and low price" LED products, so that consumers can easily have the right light source products. Mu Linsen has been working hard to implement this business philosophy. The promotion of the brand's reputation is also an important task for us in the future. Obtaining greater value through the value of the brand becomes the key to our future competition.
We all know that brands are intangible assets of enterprises and distributors, which can increase the added value of products, thus avoiding long-term low-price competition and gaining greater profits. However, compared with the low price strategy, the brand strategy often requires more manpower and material resources, and the difficulties are even greater.
If the new LED companies can firmly establish their reputation and reputation in the channel, their strategy is nothing but the idea of ​​being able to stick to the brand. Our brand strategy has made Mulinsen invest a lot of manpower and material resources in the early stage. I think this will inevitably lead to a long period of brand cultivation, but the brand strategy will also give the company a sustainable competitiveness and rapid development in brand competition.
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