Generally speaking, when an industry enters a stage of rapid development, distribution channels will inevitably follow. For example, the home building materials industry is booming and maturing, and Red Star Macalline, Actual Home, B&Q, and Large-scale chain stores such as Jimei Home, Yuexing Home, etc., because the birth of these professional hypermarkets, in turn, promoted the home building industry to a higher stage of development, as well as the home appliance industry, the two major circulation giants, Gome and Suning The production is also benefited from the rapid development of the home appliance industry, while the high-profile stores can also promote the industry and market upgrades.
Specific to the LED industry, compared to many traditional industries, the LED industry started late, but the development speed can not be underestimated. According to the statistics of the National Development and Reform Commission, the ratio of LED lighting chips, packaging and application in China is 1:9:22, including 70 upstream enterprises, more than 1,000 packaging companies, and more than 3,000 downstream application enterprises. The industry is already full of capital and hot. Faced with such a vigorous development trend, if the channel construction cannot keep up with the pace of industrial expansion, it will inevitably affect the development of the entire industry. In fact, the launch of China's LED market is indeed behind the development of the industry, and the level of marketization is far behind the international level. An industry insider revealed to the "LED Market" reporter that he saw LED products in supermarkets and stores during his inspection in Japan. It has been seen everywhere, and most of China's LED products are still in the era of road economy, that is, mixed in the traditional lighting market or street shops.
The status quo: Continuing the economic era of the road, taking Guzhen Lighting as an example, it is well known that Zhongshan Guzhen is a base of old lighting industry clusters. It is known as the capital of Chinese lighting. According to incomplete statistics, there are more than 10,000 lighting and lighting companies registered in Guzhen. The Shili Lighting Long Street is not enough to describe the grandeur of the ancient town lighting. However, apart from the surface scenery, the deep problems are also exposed. The number of such large enterprises, such a dense industrial layout, the proportion of brand enterprises is less than 10, and there are only a few popular brands in the hearts of end consumers. So, what is the reason for the old town lighting dystocia big name?
When the reporter visited, I found that the first impression of the ancient town lighting market is that it is lively, busy, people come and go, and you can see the scenes of multiple merchants trading at a glance, because the lighting street is still in the space of the economic era of the road. When the factory is rented, the customers are often surrounded by several sub-tenant merchants. Occasionally, they can hear a few high-pitched screams and screams. The products in the shops are randomly placed on the shelves of the shelves, and even some products. It is directly piled on the ground, the variety is mixed, and the quality is mixed. The reporter feels that in such a noisy and crowded environment, customers can't easily pick the products they want, and the shared merchants face a customer and several competitors at the same time, which directly aggravates the price behavior, which is not only bad for the market. With the formation of a competitive atmosphere, the brand image of the company is even more utter.
Relative to professional hypermarkets, the traditional extensive operation under the road economy has inevitable limitations, including: product assessment, brand assessment, brand qualification, professional shopping guide, professional marketing, exquisite display, after-sales service, etc. The factors are just an indispensable part of the brand image. The ancient town lighting has always followed the traditional road economic era, lacking specialized and modern management methods. Therefore, although the lighting of the ancient town is better than the volume, It is not difficult to understand the situation in which it is difficult to win.
The new trend: the trend of the hypermarket era is gradually emerging Nowadays, both the need of urban construction and the demand of consumers for the shopping environment have already spawned the birth of high-standard shopping professional hypermarkets. By definition, the lighting store refers to a centralized sales place consisting of a number of lighting storefronts with certain standards. The industry is accustomed to call it the lighting market. Compared with the traditional market and the street shops, the stores often Larger scale, higher grade, more beautiful environment, more scientific planning and more advanced management.
From 350,000 square meters to 3,500,000 square meters, the volume of professional lighting lighting stores is changing from quantitative to qualitative. The lighting lighting market will also gradually move into squatter areas into high-rise buildings. Lin Huasheng, chairman of Qingdao New Century Lighting Co., Ltd. told reporters.
According to the survey, many cities are now brewing or launching new lighting market planning and construction. The rise and expansion of these lighting stores will indicate that the era of hypermarkets is coming. According to incomplete statistics, there are nearly a thousand lighting shops with more than 2,000 square meters nationwide, and nearly 100 lighting stores with more than 5,000 square meters, and there are tens of thousands of squares in the single store such as Chongqing Lampat and Zhengzhou. Super hypermarkets, and others are rapidly expanding with the brand chain. These hypermarkets are based on modern enterprise management models to build brands and innovate marketing.
In addition, in recent years, professional supermarkets with LED themes have emerged, such as Jiangmen Guangbohui, Starlight Alliance Lighting Plaza, China LED Kyushu City, Guangzhou Optics Valley and so on. In addition, other large chain stores have attached great importance to the exhibition of LED products in recent years, such as Chongqing Lampat, Achao Lighting, Zhemeng Chain, Hongli Lighting, Zhejiang Huace, etc., and they all pay great attention to foreign advanced experience in this field. And models, from selling products to selling ideas, promoting shopping experience and enjoyment, not simply selling products for selling products. For example, when Philips participated in a lighting exhibition in China, it not only displayed products, but also intelligent and artistic. solution.
The bottleneck is trapped: LED enters the era of store must break several bottlenecks LED industry as an emerging industry, coupled with strong industry characteristics, there is no effective experience in channel construction, especially in the store investment, so there is still a certain Difficulties and obstacles.
The first is the cognitive bottleneck. So far, LED products mainly rely on engineering channels in the Chinese market, and the mass channel directly facing the end consumers has not really opened up. This is closely related to the popularity and recognition of LED lighting, because most LED lighting products are mainly used. In the engineering project, the indoor home lighting market has yet to be further activated. Guan Rongfu, general manager of Qinshang Optoelectronics Marketing Department, believes that whether it is as a production supply or as a consumer, everyone’s understanding of LED lighting needs to be improved, especially in the mass consumer sector, which needs more and better. A more systematic concept guides the development of potential consumer markets. Because many consumers don't know enough about LED products, the whole industry is not well-recognized, which directly affects the confidence of many dealers. In addition, domestic stores do not fully recognize and accept LED products, so The function of the LED store showroom display is greater than the channel construction function.
Product bottlenecks. On the one hand, from the product category, there are relatively few types of LED lighting products at this stage. The market segmentation and market positioning are not very scientific, and there is no system. The current product system is not enough to prop up the entire store, which makes the terminal consumers unable to Make a full selection. On the other hand, in terms of product cost performance, LED lamps are still difficult to get rid of high-priced hats, TCL executive vice president Li Chun-an told reporters: LED lighting products prices are generally high, making consumers discouraged, so that our cooperative customers, such as Dealers and agents are also relatively cautious when purchasing LED lamps, and some just show them as auxiliary products in inconspicuous places in the store. In addition, due to the lack of LED lighting standards, the quality of LED products circulating in the market is uneven. False energy-saving and inferior LED lamps have caused negative impressions and loss of profits to consumers, which has greatly hindered the end market. open up.
Talent bottleneck. As mentioned above, the LED industry as an emerging industry coupled with higher industry characteristics, there is no precedent for success in the construction of the entire channel system, everything is still in the process of exploration, and in this process can not be separated The support of professional talents, but the current professional talents in the LED field are seriously inadequate. No matter the professional sales staff or maintenance personnel are very scarce, a complete set of smooth service system has not yet been formed. Therefore, it is necessary to establish a smooth production-to-sale service line. There are certain difficulties. It is precisely because of this lack of professional talents with rich experience in channel planning, construction and management, and taking into account the uncertainties of regional operations, many dealers have not carried out the investment layout, which is to some extent Affected the development process of LED channel construction. Li Chunan, executive vice president of TCL, told reporters.
In summary, LED lighting has to clear many obstacles in the era of the store, but according to the current development trend, as long as manufacturers work together to tide over the difficulties, LED products will definitely enter the store in the near future, and then enter thousands of households. Light up the homes of ordinary people and end the darkness before this dawn.