Lighting industry channels need to be redefined
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Since the beginning of the spring, many powerful lighting companies have one thing in common to put this year's strategic focus on the channels, all of which are in the midst of the squad, recruiting heroes, and integrating capital, and intending to rely on hard power in the channel field. Different from the screaming fists of Bai Heliang’s wings in the past, this year’s enterprises are all hard-hard horses, fighting people, fighting capital, fighting strength and fighting influence.
The decisive battle channel has become a group choice for an industry. In the face of this turbulent channel war, we have to admit that the lighting industry has entered a new era of channel wars. If you want to explore the reasons for this round of channel wars, you have to start with LEDs.
The rise of LEDs brought by LEDs has led to the redistribution of industry channel resources, which has created great opportunities for later generations. In the past five years, tens of thousands of small and medium-sized enterprises have eroded the vast majority of LED markets, while some traditional giants have almost become outsiders, sitting and watching others share the feast.
If there is no new LED product, there will never be such a huge enterprise group today; many LED factory owners may be in a factory, be a factory manager, engineer or sales manager; after several years of After the development, relying on the increasingly mature products, this group of bosses who developed by the prophetic and the opportunity of the times began to enter the channel and seize the high-end channel resources with the brand operation, intending to further develop and expand the enterprise. As a result, competition in the industry has increased.
In the past year, in fact, many companies have already tried first. Through star strategy, conference marketing, public welfare marketing, human tactics, advertising bombing and other strategies, they have actually caused shocks in the channel. There are many successful cases, such as Fors Lighting with Liu Qingyun and CCTV, "Guzhen Lighting" The promotion of the newspaper has caused a rare pursuit in the market.
The fact that the forerunner effect stimulus and most traditional lighting companies turn to LEDs has prompted more companies to increase channel development efforts, and channel wars have become inevitable.
In this way, all enterprises will face such a realistic channel. The battle for competition is an insurmountable hurdle. It is a war that cannot be beaten. In fact, if you don't fight, others will fight. If the previous development was created by the opportunities of the times, then the future development lies in whether or not it can win this war. The question is, how to win?
The lighting channels have yet to be redefined and the traditional lighting enterprise channel construction has different eyes. The emerging LED companies have no successful precedent in channel construction. Therefore, relying on the gourd painting has become a choice that emerging SMEs have to choose, but the effect of these plagiarism is always unsatisfactory. In this regard, the industry is also well aware. Therefore, in order to win in the channel war, we must first have a correct understanding of the LED channel.
1. In today's e-commerce and traditional physical store integration has become a trend, how can channels play a physical role to meet the needs of e-commerce buyers?
Second, different building materials products are forming large-scale cross-consumption, how can channels meet the new market brought about by cross-consumption?
Third, large building materials supermarkets, department stores, and home markets are becoming consumers, how can channels be covered?
Fourth, consumer brand consumption concept is gradually forming, how to achieve the spread of brand communication and the expansion of brand communication on the channel? How does channel change drive brand communication from the industry's perspective to the public's vision?
5. The era of mobile communication is coming. How can the channel itself use this trend to expand its influence and open up a brand new market?
Obviously, we need to redefine the lighting channels.
If you don't understand the new market environment and the human environment, you can use the traditional methods, such as simple agent mode, human tactics, and conference marketing. It is very difficult to succeed. The author personally believes that the combination of the e-commerce and physical store strategy of Op Lighting and the cross-consumption and alliance common strategy led by the Weizhi Lighting Alliance is a good experience.
For today's lighting companies, the channel war can not be avoided, but in order to win the war, you must master the law of channel changes. Otherwise, the greater the strength, the greater the damage you will suffer.