LED lighting companies grafted traditional channels

The LED lighting industry belongs to the sun industry with great potential, and the traditional lighting has the channel advantages that allow LED companies to quickly spread their sales channels. Therefore, LED lighting companies and traditional channels are naturally "marriage" together.

However, in the process of this marriage, the relationship between traditional dealers and LED lighting manufacturers has become more subtle due to lack of confidence in the company's operating capabilities of dealers, or dealers feel that manufacturers do not provide enough support and other reasons. .

The manufacturer's "grievance"

In Shenzhen Huaqiangbei LED International Sourcing and Trading Center, the reporter encountered a typical case. According to a photoelectric company sales manager Tan said: "Now the dealers are very few agents of a brand, usually a few agents. Our dealer is also, the general agent of three or four brands, few, many have Dozens of brands. We also understand the dealer's difficulties."

"Distributors can place orders in our factory, and they can help us sell products, but others are not." At the Spring Lighting Fair in Hong Kong, Wan Cui, marketing manager of a certain LED lighting company in Fujian, said.

“Traditional companies have a lot of restrictions on dealers, because traditional companies have stable sales and are naturally more strict with dealers. However, LED lighting industry is still in the period of market cultivation and has to rely on traditional distributors to open channels. For LED companies, What is currently most concerned about is how to seize the market and naturally dare not offend the distributors of traditional channels.” Wan Cui told reporters.

According to Lan Wenliang, general manager of marketing at Shenzhen Xianglong Lighting, in general, these dealers are the most able to drive sales of LED manufacturers because their channel resources are very wide. In terms of their factories, sales for a year are basically driven by these high-quality distributors.

"Current LED lighting companies to the dealer's selection criteria are: First, the dealers do traditional lighting, the lighting market is more familiar with; Second, the project builder, LED lighting and engineering construction can often be linked together; Third, the decoration The company, which specializes in home energy-saving projects, is also an important customer of LED lighting companies." Lan Wenliang said.

However, the traditional dealer multi-brand management will bring some unfavorable factors. When reporters interviewed several LED manufacturers in Shenzhen, many of the company's bosses said that they were very dissatisfied with the operation of some dealers.

“These stores are generally not very upmarket, and it is difficult to give consumers confidence. We mainly want to make mid- to high-end brands, which is tantamount to delaying the brand. In addition, due to the frequent replacement of the brand in the store, the products are messy, not only the clerk but also the owner. Are not familiar with the product's performance, technical indicators and other specific parameters." A company official said.

“These traditional channels are customer resources for LED companies to survive, so we dare not offend. In general, due to their small size, in order to save costs, a project often requires the purchase of a variety of brands of LED lighting products. Although we hope these Dealers specialize in our brand agency, but given their channel resources, we dare not send out different opinions,” Lan Wenliang said.

Dealer's "murmur"

Compared with the anger of LED manufacturers, they are not shy to say that the opinions of distributors in the traditional channels are expressed more directly.

When reporters interviewed another market in Shenzhen, one distributor, who declined to be named, said that their store is a specialty store of a well-known lighting brand abroad.

In the beginning, in order to be different from the traditional dealers, to make their shop more professional, do not represent other lighting brands. However, as time went by, he found that the sales of specialty stores that represented domestic brands of LED products sold very well. Since the price of their own stores is 50%-120% higher than that of domestic brands, products are hardly accepted by consumers and sales have not been able to go up.

“The price of a product is so much higher than that of others. How can it be sold? The price of a product is a factor that directly affects the sales volume. Few of the people who are agents of themselves are willing to pay for it. After all, compared with traditional lighting, the cost-effectiveness of foreign brands is too low. "The above distributors frankly stated that consumers are so astute that they will surely make comparisons. In order to open up sales, they later started to represent several domestic brands.

A dealer of Guoanju said: “The manufacturers rarely support our training and we can only rely on ourselves. However, our staff training is still a bit uncomfortable. And the decoration funds are basically our own, lacking the support of manufacturers.”

Win-win "wisdom"

According to statistics, the output value of the LED industry in mainland China reached 205.9 billion yuan last year, an increase of 34% year-on-year. Among them, LED interior lighting has developed rapidly in the commercial and office areas, with an output value of 55.7 billion yuan. These data show that the LED lighting industry is in a period of rapid increase. Both LED manufacturers and distributors hope to join forces to occupy the market as soon as possible to gain a share.

Shen Chuan, the manager of Shenzhen Electric, told reporters: “Compared to traditional lighting companies’ pressure on goods and quantitative pressure, LED lighting companies’ preferential agency policies can still attract many traditional lighting dealers because of the threshold of traditional lighting brands. High, and the agent LED lighting company's brand, there are not so many conditions, virtually reduce the threshold for doing business. If conditions are too limited, I can choose not to do this brand, after all, there are so many LED lighting business invitation We are joining.”

The astute traditional dealers naturally know that the LED lighting market is a big cake. Although there are many untouched and smooth places between the current manufacturers and traditional channels like the new cars just bought, in fact, everyone knows that they can't leave each other.

In short, from the dealer's point of view, destined to leave the LED lighting manufacturers, and from the LED manufacturers, it must rely on the traditional channels of dealers to reduce business risks.

Under such a relationship, how the two parties can adapt to and get through the aging period as soon as possible, and take advantage of each other to avoid disadvantages is a common problem.