LED lighting brand channel disputes gradually deepened
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If someone asks what is the key word for China's LED lighting channel in the first half of 2014? Then it must be a dealer meeting and a concentrated operation! Through this series of actions, domestic LED lighting brands have shot, through the way of muscles, not only let the industry remember these brands, but also let channel dealers choose these brands. LED lighting channels gradually penetrated, gradually deepening, more and more exciting!
High temperature in East China is not retreating In the first half of 2014, major lighting brands played a role in channel expansion and sinking. The entire lighting industry is brilliant, like a magnificent symphony. Compared with previous years, the integration of channel resources in the lighting industry in 2014 was more frequent, and the impact was more extensive and in-depth.
In April, there were fewer idlers, and sericulture and ploughing. From February to May, lighting companies competed against the channel and were busy. Watching the penetration of lighting channels, there is no rhythm in the world.
Taking Linyi in Shandong as an example, from February to May, it is estimated that a total of 18 large-scale dealer conferences will be held. The brands involved in the staking include Foshan Lighting, Guoxing Optoelectronics, Yiguang LED Lighting, Mulinsen, Shilin Lighting, Midea Lighting, Shifu and other brands, and the most frequent participation in dealer conferences is undoubtedly the local big business, such as Liu Mingxian, chairman of Linyi Shilin Lighting, Liu Tongxian, chairman of Linyi Tianma Lighting, and Cui Guoge, general manager of Linyi Yanyang Lighting. Liu Mingxian, chairman of Linyi Shilin Lighting, even said that he is a professional accountant. It is reported that Linyi Shilin Lighting’s participation in the first half of the year was close to 10, and the brand dealers’ conferences such as Yiguang LED Lighting, Mulinsen, Shilin Lighting and Midea Lighting Never missed it. Changzhou, Jiangsu Province is also a lively scene. The brands such as Mulinsen Lighting, Yiguang LED Lighting, Foshan Lighting, Guoxing Optoelectronics, and Shifu Lighting have not settled in Changzhou, an important lighting logistics transfer station.
Compared with traditional conferences such as Linyi in Shandong and Changzhou in Jiangsu, Zhengzhou in Henan, Wuhan in Hubei, Chengdu in Sichuan, Hangzhou in Zhejiang, Changsha in Hunan, and Xi'an in Shaanxi are also popular, and they are rising and catching up. Taking Zhengzhou, Henan Province as an example, in the first half of the year, 16 brand dealer conferences were held in preliminary statistics, which were February 19 (NVC), February 27 (Foshan Lighting), March 18 (Panasonic), and 3 On the 21st (Sanxiong. Aurora), March 23 (home), March 31 (NVC, Op), April 8 (National Star Optoelectronics), April 9 (Nature), April 17th (Mini), April 20th (Mu Linsen), April 21st (Keithbury), April 23rd (Yiguang), April 29th (Hao Yi), May 18th (Special Youshi, Jiashi, Xuelaite), in which the three brands of NVC, Opp and Jia held two games in the first half of the year. It is worth mentioning that, unlike other brands, it is important to introduce preferential order policies, traditional lighting, three NVC, Op, and Sanxiong. Aurora focuses on training and is seen in the terminal market in the form of training for shoppers and store managers.
Mu Linsen's 81-day 30-day meeting According to statistics, in the first half of this year, the lighting company with the most dealer conferences was Mu Linsen, with 30 conferences, including Xiaolan in Zhongshan, Linyi in Shandong, Hangzhou in Zhejiang, Quanzhou in Fujian, and Zhejiang. Taizhou, Anhui Hefei, Hubei Wuhan, Fujian Fuzhou and other places, spanning more than half of China, it is deeper into the second and third-tier markets.
The wood forest storm swept through! If the number of meetings is to be explained, the strength of Mlinson's conference marketing is not enough. From the number of merchants and the amount of orders, the transcripts submitted by Mulinsen Lighting are also quite eye-catching. Taking the dealer conference in Changzhou, Jiangsu Province as an example, Mulinsen received an order amount of 20.58 million yuan. In Linyi, Shandong Province, Mulinsen Lighting Industry seized an order of 17.6 million yuan, making it difficult for other companies to look back.
In 2014, the sales target of Mulinsen Lighting was 1.2 billion yuan. According to Lin Jiliang, general manager of Mulinsen Lighting Marketing, with the further expansion of the Mlinsen channel construction, Mulinsen's market penetration rate and number of terminal outlets are gradually increasing, and product capacity is also increasing. At present, in addition to the factory in Xiaolan, Mulinsen also plans to open a branch factory in other provinces to ensure the delivery time of the products, and also to save the cost of product transportation. The guarantee of product cost performance and capacity also provides a tool for Mulinsen's market development process.
Panasonic and Everlight's 21st PK16 field competition is cruel and continuation of channel planning and targeted indiscriminate dealer conference marketing, not only Mu Linsen, Panasonic lighting switch and Yiguang LED lighting are also closely followed. Struggling to catch up. According to statistics, from February 19 to May 19, 2014, Panasonic Lighting Switch held 21 dealer conferences nationwide, and Yiguang LED Lighting held 16 dealer conferences. The competition between the two is not Xiang Bozhong.
Both Panasonic Lighting Switch and Yiguang LED Lighting have repeatedly emphasized the localization of operations in public. In terms of channel development, there is also some coincidence between the two, which deserves our careful scrutiny.
Taking time as the axis, on April 8, Panasonic advanced into Jilin Changchun, Yiguang chose Chengdu in Sichuan; on April 20, Panasonic went to Wuhan, Hubei, and Yiguang chose Haikou, Hainan. In terms of places, Hainan Haikou, Henan Zhengzhou, Sichuan Chengdu, Shaanxi Xi'an, Zhejiang Hangzhou, Fujian Xiamen, Hunan Changsha, Heilongjiang Harbin, Liaoning Shenyang and other nine places, Panasonic and Yiguang have passed, although not face to face, Reproduce the fierce competition in the channel.
As early as 2013, industry veterans analyzed the development pace of Panasonic lighting switches in the Chinese market: Panasonic Lighting Switch will continue to strengthen its localization strategy in China in 2014, focusing on the core channels of the East China region. . From the Panasonic lighting switch along the way, it is not difficult to see the determination and ambition of Panasonic lighting switch for the Chinese lighting market, but if it wants to stand out in the increasingly cruel channel competition, it still has to withstand more severe tests.
And Yiguang LED Lighting continued its strong momentum in 2013, and continued to dig deep and digging channels. At its meeting in Changsha, Hunan, Yiguang LED lighting shouted the slogan of playing, smashing and robbing, that is, building an excellent business team and dealer team, dare to support the key markets and key distributors, and seize the market's high-quality channel resources. It can be seen that the determination of Yiguang LED lighting is great.
Wu Zhengyu, general manager of Yiguang Lighting, said that the current industry situation is that the single enterprise competition behavior turns to more three-dimensional industrial chain competition, and the simple product decision factor turns to platform competition with channel competition as the core capability.
Mr. Wu's in-depth analysis of the industry and the market, coupled with the well-known market space of LED lighting, may explain why many brands are vying for channel resources.
The market observation focused on the work in the first half of 2014, why do companies use various types of dealer meetings as the main means of promotion? Obviously, face-to-face communication through conference marketing, complete the popularization of brands and products, and promote and improve channel construction before and after the meeting, which is simple and effective for enterprises to build dealer channels.
In order to make the dealer conference more lively, the company has also made a lot of efforts: opening training courses, drawing grand prizes, sending BMWs, going abroad, etc. The venues of the conferences are also carefully selected, so be sure to impress the participants.
However, as far as the channel construction of enterprises is concerned, the meeting is only one of the links. The centralized operation before the meeting and the timely return visit after the meeting are an indispensable part of the completion of the entire channel construction. Although some people in the industry are still quite vocal about concentrated operations, it is undeniable that centralized operations can quickly and effectively promote corporate brands to specific regions. Even if dealers do not choose this brand, they can still recognize and remember the brand. , have a preliminary impression of this brand.
Maybe one day in the future, when the dealers have demand, they will remember the brand for the first time. Moreover, centralized operations can quickly gather popularity and ensure that corporate channel meetings are carried out normally.
Wu Zhengyu, the general manager of Guangdong Boao, who first proposed a centralized operation mode in the lighting industry, proposed that centralized operations require in-depth research and accurate judgment on the market. It requires a large amount of preliminary data preparation and plan support, and needs to ensure the interests of dealers. And targeted to provide solutions for dealers, in order to firmly grasp the hearts of dealers.