[Source: "Engineering LED- lighting market," 12 issue of reporter / Zhou Jianhua]
At present, there are already thousands of manufacturers of LED lighting fixtures, and in the market terminal, the number of merchants engaged in the operation of LED products has gradually increased. Many dealers have treated LED products as the "protagonist".
The degree of perfection of channel construction is closely related to the quality of the manufacturing enterprises and the level of control of service follow-up. In particular, it is worth noting that the instability of product quality and the lack of after-sales service have led some companies with relatively complete channel construction to return, whether it is the emerging field of LED or the traditional lighting that has been deposited for many years.
It is true that when we introduce channel investment, we will immediately think of the current model in our minds, such as advertising in newspapers, TV, and other media. We expect that “advertising will be loud, gold will be two thousandâ€, advertising will be equal to attracting investment; In the exhibitions and stores, leaflets are distributed, and publicity is made. Imagine “a stall, a rent, and a financial resource.†No matter how the organization is more effective, no one asks.
Some manufacturers do not practice "internal power" and do the market in a down-to-earth manner. Instead, they place their hopes on "circling money" on investment attraction. They use their extremely enthusiasm to promise "fudge" dealers. Leave it alone. Some manufacturers have done more "in place", and they have used the Merchants Association as a means of "getting rich and getting rich" and "shortcuts". They are opportunistic, borrowing other people's equipment and equipment, etc., they are abducted, and the money is ready to go, no matter what. The dealer lives and dies.
The above is the "weird status quo" that is common in the current lighting channel investment attraction. The existence of these problems has exposed the speculative psychology of investment manufacturers in the channel construction work, and also exposed the lag and confusion of current investment methods. These problems have caused the loss of business confidence of traditional lighting companies, and also made LED emerging companies attract more investment.
It is safe to say that the good development opportunities of the LED industry in China and the slow construction of LED enterprise channels are in sharp contrast.
At the end of many manufacturers' investment, they immediately put their guns into the warehouse, and the people are returning to the mountains. How to operate the specific market is often not very enthusiastic. This phenomenon of “hot in the middle of the fire†exposes the bad mentality of the short-term operation of the manufacturers. It will make it difficult to attract investment in the future, which will lead to a "short board" that should not be seen in the investment promotion work.
In addition, with the accumulation of the lighting industry for many years, and the continuous deepening of corporate marketing strategies, especially the advent of the LED tide, the quality of dealers has also been greatly improved. As the space for competition has further increased, the choice of manufacturers is also increasing. reason. All of this has given the manufacturer a new topic, and at the same time, it has brought new transformation to the investment promotion work of LED manufacturers.
The traditional lighting investment model has not kept up with the requirements of the LED era, and its old form is increasingly unable to carry the strategic needs of the current enterprise. LED channel investment has entered the post-investment era with personalized investment as the main feature.
Previously, the channel construction of some LED companies has achieved phased results, but because the product quality is not stable enough, coupled with imperfect after-sales service, manufacturers and businesses often cause friction, until they are not happy. Just as the energy-saving lamps entered the rural market in the past, the energy-saving lamps that entered the rural market were of poor quality and frequent replacement. Therefore, for a long period of time, consumers were left with “energy-saving lamps to save energy and save moneyâ€. Psychological shadows, which made the later energy-saving lamps companies suffer when they entered the rural market.
It is particularly worth mentioning that in the current time when many companies' products and technologies are not particularly mature, there is no perfect after-sales service as a support, even if the channel construction will soon fall apart.
(Source of this article: Chen Qikai, General Manager of Schmat Lighting)
(Source of this article: Chen Qikai, General Manager of Schmat Lighting)
General manager
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