LED lighting has come to the forefront. After visiting domestic enterprises and Changzhou and other well-known domestic lighting distribution centers, it has been found that basically the products of first- and second-tier cities have been replaced with LED light sources, and the market recognition of LEDs has gradually increased. Obviously, LED lighting The outbreak period is coming.
As a new type of light source, LED is energy-saving and conforms to the concept of green energy conservation advocated by the international community. With the progress of human life and the development of technology, the sales model of products has quietly changed. In the LED era, dealers How to keep pace with the times and optimize the transformation and upgrading of channels? How to establish a business model suitable for the development of the times? This is a question worth exploring.
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From the single channel to the diversified channel, the incandescent lamp gradually delisted. The new and old light sources alternated, and the role and marketing concept played by the dealers also changed. Sheng Binzi, a well-known marketing person in the industry, summed up the current changes in the marketing model of LED lighting distributors: First, the dealer's marketing means gradually transition from a single original marketing to a new diversified marketing; Second, the LED era requires distribution. Businesses must learn to engage in deep bundling with manufacturers. In the past, the two parties were simply trading relationships. Now it is changing. If agents are to be transformed into service providers, operators, and promoters, they will play a similar local office function. Third, the future LED lighting will be integrated towards the development of manufacturers.
For dealers, the development of channels is a powerful weight for their occupation of the market. In the traditional era, each dealer's channel sales model is different, some do distribution, some do retail, and some do engineering, but enter a new era, with the development of technology, people are getting closer and closer The circulation of information is becoming more and more rapid, and the fiery heat of e-commerce has also prompted the rapid changes in the LED lighting channels. The channel channels available to dealers are much larger than before.
At this stage, the LED lighting market is fiercely competitive and disorderly. The lighting industry has gradually separated from the profiteering period, the rise in rents, the increase in labor costs, the decline in profit margins, and the rapid and versatile circulation of market information. No longer adapt to the needs of the LED lighting era. Now the dealers urgently need to change. In this regard, Sheng Binzi told the Aladdin Lighting Network reporter: In addition to these old channels such as engineering, retail, distribution, etc., the dealers still have to buy group, do online shopping, do O2O, big customers, As well as mobile phone promotion, telemarketing, etc., this is what dealers need to focus on. Moreover, for each channel, a professional approach is required to operate and to market in a precise manner. In the past, relatively speaking, the ability requirements of dealers were relatively simple, but now they use two words: one is full-channel marketing, and the other is to improve individual ability and quality.
Grasping the home lighting profit point e-commerce is an important supplementary channel. This year, the price of LED lighting household products has broken through the critical point. The cold and clear home lighting market has begun to show a warmth, and major manufacturers are also making efforts to break through the market. . Indeed, the home market is a huge cake, and an important growth point for the development of the lighting market in the next few years. For the current dealers, it is especially important to seize the profit point of home lighting and open up the channels of the civilian market.
Sheng Binzi said that the current and future LED home lighting is still based on alternative light sources, and circulation products will occupy the mainstream market. For the development of this channel, Sheng Binzi has made several moves for the business: O2O, telephone Marketing, terminal blasting, and system marketing are all marketing tools suitable for the civilian market. The so-called system marketing is to integrate various marketing tools, such as team management training, hard decoration of stores, product promotion, promotion, etc., as well as the formulation of sales plans, management of capital flow, and inventory structure. And systematization. Simply put, it is the effective combination of the most advanced tools online and store resources.
Speaking of the profit point of the civilian market, it is necessary to say that e-commerce, because the products such as lamps need practical experience, and has the characteristics of fragility, compared with other industries, the lighting industry e-commerce has not occupied a strong market share so far. After the Aladdin Lighting Network reporter communicated with some lighting store dealers, the lighting industry’s view on e-commerce is quite polarized. Some believe that it will have a big impact on physical stores, but many people think that he is lighting The industry has little impact. Based on its characteristics, e-commerce is unlikely to have a big impact on traditional channels in the future.
In this regard, Sheng Binzi expressed his views. He believes that the e-commerce channel is an important supplementary channel, but it is impossible to replace the traditional channel. Because the better products currently sold online are replacement versatile products, do not require too much experience and personalized solutions; but the ultimate development goal of LED lighting is not limited to selling products, and finally he will develop very personal And intelligent, users need to measure light efficiency, consumers need personalized solutions. In addition, the invisible channels and engineering channels of the home improvement market account for a large part, and e-commerce is unlikely to change the rules of the game.
All in all, the single-channel operating rules of the LED era have slowly disappeared and will be replaced by full-channel marketing. For dealers, you need to be prepared and omnipotent.
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