[Text / high-tech LED - lighting and market September issue Zhou Jianhua]
At the beginning of this year, LED lighting companies such as Tsinghua Tongfang, Hongli Optoelectronics, Guoxing Optoelectronics, Dehao Runda, Zhenmingli and others have launched a rush to domestic channels; while traditional lighting brands, including Philips, NVC, Op, Sidon, Products are also trying to expand their domestic LED lighting sales channels; even the original home lighting brands, such as Xinteli, Guanhua, Hongguang, Marantz, etc. will also extend the product line to the LED lighting series, relying on and optimizing The original distribution network to join the LED lighting marketing war.
Obviously, the domestic LED channel dispute has entered a fever.
On the afternoon of August 18th, 2012, at the 2012 High-tech LED Industry Theme Summit CMO Conference held at the 2012 Gaogong LED Exhibition, the relevant person in charge from Philips, Sidon Lighting, Yingyan Marketing, and Incentive Testing, and the national A representative of 100 LED dealers had a heated discussion on how to build LED brands and channel wars.
LED brand with one foot jumping
"LED has not yet produced an excellent industry brand like traditional lighting. It is too early to talk about the popular brand." Liu Tongguang, chairman of Shandong Tianma Lighting, told the reporter of "High-tech LED".
At the CMO conference, Philips Lumileds Asia Pacific Marketing Director Zhou Xuejun also expressed the same view: "Now, even if you see the brand identity of LED listed companies such as Hongli, Guoxing, Zhenmingli, etc., it can not drive our consumer association. Because one A true brand must have four elements: visibility, preference, reputation, and loyalty."
In the view of Guo Yunping, chief planner of the Eagle Geese team, LED is still in the transition from the application manufacturing end to the sales side, and mainly relies on engineering channels. The brand still has no enterprise to stand on its feet. The guests at the meeting agreed that LED technical indicators including lumens, light effects, and illumination will all converge in the end, but the brand traits are difficult to converge and difficult to replicate. Because every brand has its differences.
In recent years, many LED lighting companies have invested heavily in brand promotion, but there are only a handful of effective ones. In this regard, Zhou Xuejun believes that in addition to advertising, companies must also do the work under the line. Because the brand is not an isolated advertising campaign, it has a lot to do with channel distribution. He used Lehman Optoelectronics to sponsor the Super League. Although everyone can see Lehman's name in the Super League game, if you go to the Lighting City, few people will take the initiative to ask and purchase Lehman Optoelectronics products.
“Because the channel paving and consumer experience effects have not yet formed. Consumers are very forgetful, they often make purchase decisions on the spot.†Zhou Xuejun gave an example, for example, ABC products are placed on the shelves, but if they consume If you don't see Lehman's products, you will buy ABC directly instead of Lehman.
"In fact, the brand is leading all things, leading your product development, leading the technical direction, this is a benign cycle. Pure brand promotion, and no comprehensive operational strategy is equal to doing the wrong things at the wrong time, often Hard work is not good." Zhou Xuejun concluded.
In the view of Xu Changcai, director of the Sidon Lighting Brand Promotion Center, before the brand promotion is very important is the positioning of the market segment. “Only by the image of the market segment first, we can win the recognition of merchants and consumers.â€
At the same time, there should be obvious separation in the LED product portfolio provided by the company. For example, some products are running, some are image, and some are conceptual.
Breaking through traditional channels
The brand is the soul of the enterprise, and the channel is the carrier of its siege. At present, LED lighting channels are mainly divided into seven types: engineering dealer channels, professional engineering channels, lighting store sales channels, OEM channels, invisible channels, wholesale or hardware channels, supermarket channels.
“The most effective channel at the moment is the channel for engineering dealers,†said Guo Yunping, chief consultant of the Eagle Goose team.
According to the investigation of "High-tech LED" reporters, the traditional distributors of the channel transformation LEDs mainly look at the price/performance ratio. Many traditional lighting brand dealers directly purchase the assembled products from Zhongshan Guzhen to complete the traditional transition to LED. "Because most of the original agent brands also rely on OEM to improve the LED product line, the price is not high, so simply go directly to the same grade products." A person in charge of the OEM supply for other brands in Zhongshan told reporters.
"LEDs need to penetrate the terminal, the traditional channel is a road that has to go, but how to go well is very artistic. The differentiation of the channel itself can make a brand go long." Xu Changcai said.
It is understood that LED engineering companies are currently the preferred engineering dealers in three channels: one is the domestic first-line brand, Philips, Osram, GE's domestic partners; the second is NVC, Op, Sanxiong Aurora, Jiamei and other commercial lighting The dealers; the third is the dealers developed by the traditional enterprises in Zhongshan Guzhen, but their price is very low. In the future, once a strong brand is involved, the market survival space will become very small.
“For LED engineering dealers, the best terminal display is sample engineering, which requires a consultative marketing team.†Guo Yunping analyzed.
At the beginning of this year, LED lighting companies such as Tsinghua Tongfang, Hongli Optoelectronics, Guoxing Optoelectronics, Dehao Runda, Zhenmingli and others have launched a rush to domestic channels; while traditional lighting brands, including Philips, NVC, Op, Sidon, Products are also trying to expand their domestic LED lighting sales channels; even the original home lighting brands, such as Xinteli, Guanhua, Hongguang, Marantz, etc. will also extend the product line to the LED lighting series, relying on and optimizing The original distribution network to join the LED lighting marketing war.
Obviously, the domestic LED channel dispute has entered a fever.
On the afternoon of August 18th, 2012, at the 2012 High-tech LED Industry Theme Summit CMO Conference held at the 2012 Gaogong LED Exhibition, the relevant person in charge from Philips, Sidon Lighting, Yingyan Marketing, and Incentive Testing, and the national A representative of 100 LED dealers had a heated discussion on how to build LED brands and channel wars.
LED brand with one foot jumping
"LED has not yet produced an excellent industry brand like traditional lighting. It is too early to talk about the popular brand." Liu Tongguang, chairman of Shandong Tianma Lighting, told the reporter of "High-tech LED".
At the CMO conference, Philips Lumileds Asia Pacific Marketing Director Zhou Xuejun also expressed the same view: "Now, even if you see the brand identity of LED listed companies such as Hongli, Guoxing, Zhenmingli, etc., it can not drive our consumer association. Because one A true brand must have four elements: visibility, preference, reputation, and loyalty."
In the view of Guo Yunping, chief planner of the Eagle Geese team, LED is still in the transition from the application manufacturing end to the sales side, and mainly relies on engineering channels. The brand still has no enterprise to stand on its feet. The guests at the meeting agreed that LED technical indicators including lumens, light effects, and illumination will all converge in the end, but the brand traits are difficult to converge and difficult to replicate. Because every brand has its differences.
In recent years, many LED lighting companies have invested heavily in brand promotion, but there are only a handful of effective ones. In this regard, Zhou Xuejun believes that in addition to advertising, companies must also do the work under the line. Because the brand is not an isolated advertising campaign, it has a lot to do with channel distribution. He used Lehman Optoelectronics to sponsor the Super League. Although everyone can see Lehman's name in the Super League game, if you go to the Lighting City, few people will take the initiative to ask and purchase Lehman Optoelectronics products.
“Because the channel paving and consumer experience effects have not yet formed. Consumers are very forgetful, they often make purchase decisions on the spot.†Zhou Xuejun gave an example, for example, ABC products are placed on the shelves, but if they consume If you don't see Lehman's products, you will buy ABC directly instead of Lehman.
"In fact, the brand is leading all things, leading your product development, leading the technical direction, this is a benign cycle. Pure brand promotion, and no comprehensive operational strategy is equal to doing the wrong things at the wrong time, often Hard work is not good." Zhou Xuejun concluded.
In the view of Xu Changcai, director of the Sidon Lighting Brand Promotion Center, before the brand promotion is very important is the positioning of the market segment. “Only by the image of the market segment first, we can win the recognition of merchants and consumers.â€
At the same time, there should be obvious separation in the LED product portfolio provided by the company. For example, some products are running, some are image, and some are conceptual.
Breaking through traditional channels
The brand is the soul of the enterprise, and the channel is the carrier of its siege. At present, LED lighting channels are mainly divided into seven types: engineering dealer channels, professional engineering channels, lighting store sales channels, OEM channels, invisible channels, wholesale or hardware channels, supermarket channels.
“The most effective channel at the moment is the channel for engineering dealers,†said Guo Yunping, chief consultant of the Eagle Goose team.
According to the investigation of "High-tech LED" reporters, the traditional distributors of the channel transformation LEDs mainly look at the price/performance ratio. Many traditional lighting brand dealers directly purchase the assembled products from Zhongshan Guzhen to complete the traditional transition to LED. "Because most of the original agent brands also rely on OEM to improve the LED product line, the price is not high, so simply go directly to the same grade products." A person in charge of the OEM supply for other brands in Zhongshan told reporters.
"LEDs need to penetrate the terminal, the traditional channel is a road that has to go, but how to go well is very artistic. The differentiation of the channel itself can make a brand go long." Xu Changcai said.
It is understood that LED engineering companies are currently the preferred engineering dealers in three channels: one is the domestic first-line brand, Philips, Osram, GE's domestic partners; the second is NVC, Op, Sanxiong Aurora, Jiamei and other commercial lighting The dealers; the third is the dealers developed by the traditional enterprises in Zhongshan Guzhen, but their price is very low. In the future, once a strong brand is involved, the market survival space will become very small.
“For LED engineering dealers, the best terminal display is sample engineering, which requires a consultative marketing team.†Guo Yunping analyzed.
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