What is the LED lighting channel?

With the improvement of lighting technology and the acceleration of the popularity of solid lighting, the focus of the lighting industry is shifting towards channel construction and product brand penetration. As a key driver to support the rapid introduction of lighting products to the market, the expansion and construction of lighting channels are already in consumption. Under the persecution of the diversified channel, it has become a key link in the lighting industry chain to determine the development of the industry.

"The channel is the best in the world", the company accelerates the battle for channels, which is not only a clear understanding of the development of the industry, but also a concrete manifestation of the competitiveness of the large enterprises. However, the current lighting market seems to be in an infinite loop, and enterprises are afraid to over-invest, The market can only be calm, and the indices are only a reference.

Compared with the “cool” of the enterprise in the market, it is inevitable that people can’t help but feel the lighting channel.

Business and enterprise transformation concept is out of balance

In fact, in recent years, lighting companies have been hiring professional managers to be responsible for the LED lighting business in order to achieve rapid transfer or cut into the LED lighting industry. However, lighting companies seem to overestimate the lighting business from the beginning. Its channel operation and management capabilities.

Whether it is traditional lighting or LED lighting, the main force of the channel is still the same batch of dealers. When the lighting company announced a transformation of the LED industry, whether it thought that its dealers still stayed in the traditional marketing consciousness. The disconnect between commercial enterprises and their understanding of the emerging industries has become the fundamental reason for hindering the deep development of channels.

Mode misplaced flow on the surface

In addition to the above factors, an important reason why the channel is trapped on the road of LED lighting layout is: the misplacement of the marketing model.

Some lighting companies regard the promotion of their mature national channel network and diversified channel development strategies as a commonplace. If they are deeply understood, they will find that these so-called channel networks are vulnerable to the response and response to market shocks.

In a certain sense, the channel construction of domestic lighting enterprises is still in the initial stage of market exploration, and the network system of communication and interaction between channels and mutual cooperation has not been established yet. This is also the important reason for the current lighting products and some measures that have not really landed. Most of them are stuck in the agent. Similarly, this is also because the enterprises are frequently acting on the channel, and the momentum is huge, but few ground-ground feedback is seen. root cause.

Another manifestation of the lack of channels caused by the misplacement of the marketing model is that when the enterprise expands the LED lighting-related business, the management manager does not combine the actual situation of the LED products and the market, but operates the traditional lighting channel business model to operate, and at the same time It is also difficult to keep up with the pace of emerging markets in technology R&D and supply chain integration. The lighting market already has antibodies or immunizations to the old model. At this time, the company still uses the old marketing model to operate the new industry. In the end, it can only be a busy one.

summary

The development of LED lighting requires the transmission and maintenance of channels, and the construction and expansion of channels requires the correct prescription of drugs, rather than “deprecating”. It is better to think about how to smooth down or re-establish the relationship between enterprises and channels, and apply the correct force to make the relationship between the two tend to be harmonious and harmonious.

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