Relative to LED home lighting, LED commercial lighting has relatively low price sensitivity, coupled with long lighting time, energy saving effect is more significant, it should be easier to market. But the reality is that companies and businesses are faced with a lot of confusion when developing the market for LED commercial lighting.
It is difficult to turn hard. I have developed a spotlight with traditional experience this year. Who knows that I have closed the door when I put it in the market. This is something I have rarely encountered in lighting for more than ten years. Therefore, I believe that the risk of transforming LED licenses based on the inherent experience of traditional lighting is quite high. Hong Yannan, Chairman of Guangmingyuan Lighting, personally experienced the analysis of the current "lighting market" reporters.
The reporter learned that whether it is transforming LED from traditional lighting or multi-expansion of professional brands, past experience has often become a solution for enterprises to develop LED commercial lighting, and the mentality of quick success is also increasing the risk of hard steering.
The most important thing is reflected in products and channels. Products are usually the so-called classics that replicate the popularity of the market, and the channels are highly dependent on traditional business operations and research methods. Chang Xuehe, director of the lighting channel, said that it would only fall into the mud of homogenization price wars.
He believes that flexibility is the magic weapon for LED business. At present, LED commercial lighting should be favored by the market, and more will be reflected in: the fist products independently developed by enterprises in response to the demand difference competition, plus the comprehensive non-standard solutions in different regions and different places.
In terms of channels, LED commercials are very different from traditional commercial lighting. For example, Foshan Lighting, which has a relatively comprehensive network of outlets, is originally a provincial agent. The ability to form multi-channels is relatively strong, but LED business photos have not yet formed a multi-level wholesale pattern. Currently, in the channel construction, the Buddha photo is changed to Preferred prefecture-level cities are paving distribution experience outlets.
Lin Xiaoning, general manager of the brand marketing center of Shenzhen Yuda Optoelectronics Co., Ltd. believes that LED commercial lighting is developing rapidly and the cost is constantly decreasing. Different brands and products should choose different channel areas to make the channels really effective.
Commercial lighting uses LED light sources, and its customer needs, light efficiency requirements, quality pursuits, etc. have undergone fundamental changes. However, the engineering firms in the channel are difficult to transform 180 degrees in a short period of time. Zhang Woren, general manager of Guangzhou Yuezhi Lighting, said.
The dealers who develop the terminal have made a big change in the requirements of the manufacturers, which has caused the companies to get involved in the LED business photos and can no longer simply copy the past practices to penetrate the channels.
For the sharp turn risk of the LED business transformation, some people in the industry summarized the four major pains: First, the pain of the product, the current LED business products are mixed, coupled with low market acceptance, strong brand failed to form, brand awareness The price is high, and the price is low without after-sales service. Second, the market is painful. There are too many commercial subdivisions, including Shangchao, clothing, jewelry, hotels, clubs, etc., and many companies are not positioned to pursue large and comprehensive. The third is the pain of the project. The strength of second- and third-tier city engineering dealers is generally weak, and the value of LED is large, making it difficult to win large-scale projects. The fourth is the pain of delivery. LED prices fluctuate every month, companies are produced according to orders, and merchants are afraid to prepare stocks.
The non-standard pressure is differentiated according to different product lines. This personalized customization mode will be the key to the competition in the LED industry. At the dealer conference, Ye Zhengping, general manager of Pinshang Lighting Marketing, explained the basic market ideas for LED lighting.
Proposing reasonable products and light efficiency solutions for different commercial lighting places is naturally the goal of enterprises and businesses.
However, the current cost pressure and positioning confusion caused by LED non-standards are also quite heavy.
Due to the light source characteristics of LEDs and the ever-changing application sites, the development path of LED commercial products is more. It can be said that LED creates unlimited possibilities and presents numerous solutions. However, it also represents a higher risk: more choices, once there is an error, it may be worthless! Chairman Hong Yannan said.
According to the reporter's investigation, more new products, fine products and best-selling products are the main concerns of the company's test of LED commercial photos, so that higher profits can be obtained and products can be quickly sold out, thus quickly withdrawing funds.
In the past, we were able to maintain revenues for years and even years with several models. But now LED products are updated too fast, and the styles, parameters, etc. are basically changed in a few months. R&D and inventory pressures naturally increase. A person in charge of LED outdoor decorative lighting for 6 years, this year began to enter the commercial lighting field, the head of the company spit to the reporter. Now he has more than 300 LED lighting products on his hand. Due to the new pursuit of business, the project has changed. In the early stage, in order to quickly enter the market, it basically relied on OEM suppliers, but the quantity was not large enough to obtain the preferential supply price, and the quantity and variety were large, and the market sales volume could not be touched. Therefore, it is really a dilemma.
It is understood that the current LED business photos are not only several times faster than traditional lighting, but also a lot of solutions.
Power supply, radiator, light source, it looks like three big pieces, but the power supply has DC, AC, high voltage, the light source has COB, SMD, low power, and the heat dissipation scheme is more, so there are more than one product in the arrangement. This kind of plan, this is not a design. Wang Junhua, deputy general manager of Juke Lighting, had probably counted for the reporter.
In fact, non-standard, from another perspective, there is no standard. Many business leaders believe that the commercial promotion environment of LED lighting products is rather harsh. There is no relatively uniform standard. The differences in product quality, energy efficiency and form are very large. It is not easy for users to compare and judge products. This is also why the market is difficult to grow.
At present, LED lighting manufacturers are also very helpless, each customer's requirements are different, the market is fragmented, the business model is chaotic, and the settlement method is not uniform. Even with large LED commercial projects, the market environment does not seem to be enough to take off. Luo Quanxing, executive vice president of Shanghai Luyuan Group, said. At present, LED lighting companies in the field of commercial lighting, is still the Eight Immortals across the sea, each playing the market, as to who can be the first benchmark in this field, is the industry's most concerned issue, but also a problem that takes time to prove.
The cost of consciousness of the merchants in the process of transformation or involvement in LED commercial lighting, the most responsible for the company is: education businesses, raising their understanding of the new model of new light source is quite high.
Traditional channel dealers don't have enough awareness of LEDs. Consumers are ignorant of LED products. Most traditional channel vendors are not aware of the crisis. They believe that the existing sales performance and profits are good. There is no need to take risks and try to invest. Mostly. Luo Quanxing, executive vice president of Shanghai Luyuan Group, after more than two years of exploration, feels that dealers' acceptance of LED commercial lighting is still slow.
Even if I do LED, I will choose a manufacturer with long-term brand concept, because there are too many low-end products around, and the price is chilling. General Manager Liu of Jiangxi Nanchang Fu Shi told reporters. At present, she mainly makes crystal lamps, and there are many engineering orders. Therefore, I hope to sign a regional total generation with a large-scale LED business license company during the year to avoid homogenous competition in the market.
From this case, we can also see that even the dealers of the provincial capitals are still not strong in brand awareness of LED commercials, and still rely on low-end impulses or low-cost profits to maintain closeness to LED business photos. .
LED business photos focus on the experience environment and technology professional, if there is no support from the corporatization model, high-end engineering orders are difficult to capture. Product Lighting and Director pointed out that lighting distributors in the lighting industry have always been in a state of natural operation, a warehouse, a store, and several staff members are both shopping guides, warehouse management, delivery personnel and even installation services. Personnel, the division of labor is not clear, management is chaotic, businesses can not grow bigger, and it is not conducive to long-term development.
According to reporters visiting Guangzhou, Zhongshan, Jiangmen and telephone interviews in Chengdu, Xi'an, Tianjin, Hangzhou and other places, the distributors concluded that a group of excellent businesses began to adjust their business strategies, using the corporatization model, and many parties hired professionals to manage, After the market transformation and adjustment, the company has become more and more recognized by the market; however, since the dealers mostly start from the husband and wife store, the overall quality is not high, especially the lack of high-quality management talents, which requires high management quality. For LED companies, it is fatal.
Even the old license companies such as Foshan Lighting and Sunshine Lighting are experiencing the same problems when promoting LED commercial projects. Chen Wenji, director of the LED business unit of Fozhao, bluntly said that although many customers are interested, but do not understand the majority of LED lighting, they must strengthen their education and guidance.
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