[Text|High-tech LED reporter Luo Shenghua] In the current LED lighting jungle, LED lighting brands such as mercury and diarrhea are all blooming, and the competition among enterprises is becoming more and more fierce. However, in addition to product competition, business managers should be more convinced of the power of the channel, who owns the channel and who owns the market.
Judging from the actions of major lighting companies in channel construction last year, if the vested interests of NVC, Opp and Sanxiong Aurora are in the maintenance and strengthening stage of the channel, then the billion-light LED lighting is in a stormy channel. Snatching.
Double-branded Shaoguan market Unusually high-profile In 2013, Yiguang, which entered the LED lighting market with its own brands “EVERLIGHT†and “Zenaroâ€, officially established Yiguang Lighting Management Company in China, claiming to attack China with its own brand products. In the lighting market, Wu Zhengyi, who has served in TCL Electric Business Headquarters, NVC Lighting, Jiamei Lighting, etc., is the general manager.
The establishment of Yiguang Lighting Management Co., Ltd. marks the official involvement of Yiguang in the LED lighting market. In fact, although Everlight has also set up factories throughout China, it has always been very low-key. These factories are generally based on the production of component products. Therefore, the establishment of Yiguang Lighting Management has become the first company in Yiguang to focus on terminal lighting products. Of course, since its establishment, its high-profile introduction of a series of measures has made it difficult to ignore it.
Since March of last year, under the leadership of Wu Zhengyi, Yiguang LED Lighting (hereinafter referred to as “Yiguangâ€) has started to carry out carpet-type channel construction throughout the country, and has successively deployed troops in nearly 20 provinces across the country. Array. As of December last year, Everlight has nearly 800 dealers nationwide and includes about 3,000 distributors.
A series of measures by Wu Zhengyi's team attracted people's attention, but also caused a series of controversies, but the following Wu Zhengyi's words may explain why Everlight was so "high-profile" in the mainland market last year.
"Most new brands enter the original channels. To do well, they generally go through four stages: infiltration, juxtaposition, expulsion, and exclusive." Wu Zhengxuan said.
At present, more than a year has passed, and people are still paying attention to the construction achievements of Yiguang in the channel. For dealers who participated extensively in the past year, channel dealers were still "listening to their words" at the end of last year, and they were able to "watch their actions" at the end of the year. Then channel dealers should "get the fruits" this year.
“Newcomers†are difficult to find in the market. “In the era of LED lighting, not only the transformation of products from traditional lighting to LED lighting, but also the competition mechanism, mode and environmental conditions of the company must be changed accordingly. The key to this change is To be 'fast': win on the fast, lose will be on the fast." This is a paragraph of Wu Zhengyi on his Weibo in May this year.
"Winning on the starting line" does have some truth, but there is another old saying in China called "The speed is not up." The fast and powerful bombing brand promotion and channel layout will help the brand to quickly start brand awareness and stimulate dealers' desire for agency.
However, in the long run, although the channel is a boost, but the product is fundamental, a brand has to take root for a long time, a complete product line and follow-up services are essential.
In addition, "familiarity" has always been the "label" of dealers. At present, no brand in China can always cherish the "loyalty" of dealers. Although inflammatory propaganda can make dealers “fever†in a short period of time, the specific implementation of preferential policies is the key to maintaining the resources of existing dealers.
However, although the action of Everlight is not small, the results of the survey of more than a dozen provinces in the country by the high-tech LED reporters show that the market does not seem to buy a lot of measures for Yiguang.
"Yiguang LED's way of making money for marketing is very good in the early stage, but the overall sales are not as optimistic as expected. In the channel expansion and maintenance of the network, some surface articles have also been made, and they have not achieved much. Breakthrough.†A brand operator in Changsha told the high-tech “LED Lighting Channel†reporter.
The operator told reporters that Yiguang entered the Hunan market and continued its previous style of doing market. At the dealer conference, it also attracted nearly 100 dealers to sign on-site, but a large number of dealers did not follow suit. Cooperation.
"Now the dealers are no longer so cooperative 10 years ago or 5 years ago. I think that any lighting brand wants to enter the channel. Too high a tone is not necessarily a good thing. Step by step, practical work is the essence. Follow-up Companies that imitate the style of Yiguang should think twice before they go." The operator sighed.
Channel development, maintenance spend a lot of effort <br> <br> after last year's "campaign-style" branding, billion light illumination undoubtedly made a good start to the channel, there are many dealers carry out its contract, play money, Incoming goods, but how to implement the cooperation between the two parties, the completion of the circulation from the manufacturers to the merchants to the end consumers is essential.
It is understood that compared with last year's high-profile channel construction, Yiguang's basic principle is to strengthen the maintenance of existing channel resources and the development of new resources on the basis of last year.
In terms of channel maintenance, in March of this year, Yiguang held a dealer meeting in Nanjing. At this dealer meeting, more than 40 dealers ordered more than 3 million orders. At the same time, Yiguang also established a dealer operation management committee. The main function of the committee is to better reflect the needs of the first-line market through its own organization, maintain the rights and interests of dealers, and strengthen the contact of manufacturers.
In terms of channel development, according to Xu Lichao, general manager of Yiguang Lighting Liaoning Operation Center, this year, the channel construction direction of Yiguang is still in the hands of provincial capital cities and prefecture-level cities. Through centralized operations, we strive to achieve comprehensive coverage of the market.
At present, in the battle for channels, Yiguang faces pressure from traditional lighting companies such as NVC, Op, Sanxiong, Aurora and Foshan Lighting. At the same time, emerging lighting companies such as Mulinsen and Changfang also pose threats to the development of their channels. It is understood that in order to highlight the encirclement and strengthen the integration with channel construction, Yiguang has released a series of new products.
According to the internal statistics of Everlight, the proportion of lighting revenue in the fourth quarter of 2013 has increased to 25%. It is estimated that the total revenue in 2014 will reach more than 30%. In 2014, LED lighting will continue to play the growth engine of Everlight.
Price dominant brand awareness is not high <br> <br> Indeed, as the packaging industry, "Big Brother", have their own billion light the whole industry chain, including chip lamps upstream, midstream and downstream packaging, one-stop In addition to ensuring the quality of the product to a certain extent, production is also very advantageous for cost control. Everlight's continued strength in the lighting business is not unrelated to the group's head office behind it.
"The polarization of the industry will become increasingly obvious. The first is to polarize from price, or to expensive, or to ambiguous." Wu Zhengxuan said that this round of LED-based industry integration is most likely to eliminate the middle layer, at least Greatly compress the living space of those small and small dealers and enterprises.
A few days ago, Wu Zhengyi introduced in Weibo, an important product direction of Yiguang this year is modular. Generally speaking, the generation of modules under the industry chain is often driven from the upstream industry chain to the downstream.
It is understood that in June this year, Everlight will join forces in a number of industry chains to promote modular products based on light engines. The benefit of this is that you can quickly generate products, shorten delivery, and control quality and cost.
The development of the industry calls for the emergence of civilian products, combined with the advantages of Everlight itself, in terms of product prices, Yiguang can indeed achieve lower than ordinary products.
The reporter found that Taobao, Jingdong and other e-commerce platforms found that the price of Yiguang products was lower than the lighting brands such as NVC and Opp. Take the representative product Yun Zhao series as an example. A 3W E14 and E27 full-light super bright indoor lighting bulbs cost only about 15 yuan, while the products of the same category are relatively higher.
In addition, by combining the summary of the adjustment data of each province, it is found that this price advantage exists under the online transaction.
"In the market similar products, the price of Yiguang's products is medium to low, and the quality is OK, but there is still a gap compared with good. Since Yiguang has only been in the Henan market for one year, customers don't know much about Yiguang products. Need a dealer to recommend." Yiguang Lighting Henan dealer told the "LED lighting channel" reporter.
From the survey, it is found that although Yiguang products have an advantage in price, they have no absolute advantage. Coupled with the new brand, the market awareness is not high.
Incomplete product line into channels sagging short board <br> <br> It is understood that, in the development of distribution channels billion light at the beginning of last year, the company will focus on product deployment path, the early lock interior lighting as the main sales market, Therefore, lamps, bulbs, ceiling lamps, downlights and other products are the mainstream.
However, after a year of market changes, Yiguang has positioned its market more closely. According to the dealer, compared with last year, this year's products are more focused on the home market. From the launch of new products and recent marketing strategies, it can be seen that Yiguang should be the main brand this year.
However, for home lighting, a rich product line is an essential weapon for the market. For Yiguang, which entered the "lighting" market, the market reaction is obviously not good for it.
"At present, Yiguang cannot meet the market in Nanchang. Although there are product updates this year, the product update speed is too slow. And Yiguang is mainly based on agents, there is no so-called layering in price and quality, between products. The differentiation is not big.†Jiangxi Yiguang dealer told reporters.
Yiguang Zhejiang dealers also have this trouble. "Although there are new products launched this year, there are very few main products, and there is a serious shortage of products in the business and home fields."
The dealer believes that the lack of new product development capabilities and the patience of later maintenance is a major bottleneck under the billionaire.
In fact, the research and development of products and the positioning of the enterprise market are not unrelated. NVC focuses on engineering, so they have a full range of engineering and business photography products; Oupu has an advantage in the field of home lighting, so they have a complete range of products for the living room, bedroom and so on. How to accurately grasp the market, although Everlight has certain goals, it is obviously a beginner.
“The company said that it launched this year's home furnishing products, but the products have not been seen until now. In addition, the stocking is not sufficient. For example, if you want a ceiling light, wait a week or even a half month. Last time there was a customer to be neutral. Light products, the total generation there only warm and cold light, waiting for a month, it is a headache." The above-mentioned Yiguang Zhejiang dealer complained.
Judging from the actions of major lighting companies in channel construction last year, if the vested interests of NVC, Opp and Sanxiong Aurora are in the maintenance and strengthening stage of the channel, then the billion-light LED lighting is in a stormy channel. Snatching.
Double-branded Shaoguan market Unusually high-profile In 2013, Yiguang, which entered the LED lighting market with its own brands “EVERLIGHT†and “Zenaroâ€, officially established Yiguang Lighting Management Company in China, claiming to attack China with its own brand products. In the lighting market, Wu Zhengyi, who has served in TCL Electric Business Headquarters, NVC Lighting, Jiamei Lighting, etc., is the general manager.
The establishment of Yiguang Lighting Management Co., Ltd. marks the official involvement of Yiguang in the LED lighting market. In fact, although Everlight has also set up factories throughout China, it has always been very low-key. These factories are generally based on the production of component products. Therefore, the establishment of Yiguang Lighting Management has become the first company in Yiguang to focus on terminal lighting products. Of course, since its establishment, its high-profile introduction of a series of measures has made it difficult to ignore it.
Since March of last year, under the leadership of Wu Zhengyi, Yiguang LED Lighting (hereinafter referred to as “Yiguangâ€) has started to carry out carpet-type channel construction throughout the country, and has successively deployed troops in nearly 20 provinces across the country. Array. As of December last year, Everlight has nearly 800 dealers nationwide and includes about 3,000 distributors.
A series of measures by Wu Zhengyi's team attracted people's attention, but also caused a series of controversies, but the following Wu Zhengyi's words may explain why Everlight was so "high-profile" in the mainland market last year.
"Most new brands enter the original channels. To do well, they generally go through four stages: infiltration, juxtaposition, expulsion, and exclusive." Wu Zhengxuan said.
At present, more than a year has passed, and people are still paying attention to the construction achievements of Yiguang in the channel. For dealers who participated extensively in the past year, channel dealers were still "listening to their words" at the end of last year, and they were able to "watch their actions" at the end of the year. Then channel dealers should "get the fruits" this year.
“Newcomers†are difficult to find in the market. “In the era of LED lighting, not only the transformation of products from traditional lighting to LED lighting, but also the competition mechanism, mode and environmental conditions of the company must be changed accordingly. The key to this change is To be 'fast': win on the fast, lose will be on the fast." This is a paragraph of Wu Zhengyi on his Weibo in May this year.
"Winning on the starting line" does have some truth, but there is another old saying in China called "The speed is not up." The fast and powerful bombing brand promotion and channel layout will help the brand to quickly start brand awareness and stimulate dealers' desire for agency.
However, in the long run, although the channel is a boost, but the product is fundamental, a brand has to take root for a long time, a complete product line and follow-up services are essential.
In addition, "familiarity" has always been the "label" of dealers. At present, no brand in China can always cherish the "loyalty" of dealers. Although inflammatory propaganda can make dealers “fever†in a short period of time, the specific implementation of preferential policies is the key to maintaining the resources of existing dealers.
However, although the action of Everlight is not small, the results of the survey of more than a dozen provinces in the country by the high-tech LED reporters show that the market does not seem to buy a lot of measures for Yiguang.
"Yiguang LED's way of making money for marketing is very good in the early stage, but the overall sales are not as optimistic as expected. In the channel expansion and maintenance of the network, some surface articles have also been made, and they have not achieved much. Breakthrough.†A brand operator in Changsha told the high-tech “LED Lighting Channel†reporter.
The operator told reporters that Yiguang entered the Hunan market and continued its previous style of doing market. At the dealer conference, it also attracted nearly 100 dealers to sign on-site, but a large number of dealers did not follow suit. Cooperation.
"Now the dealers are no longer so cooperative 10 years ago or 5 years ago. I think that any lighting brand wants to enter the channel. Too high a tone is not necessarily a good thing. Step by step, practical work is the essence. Follow-up Companies that imitate the style of Yiguang should think twice before they go." The operator sighed.
Channel development, maintenance spend a lot of effort <br> <br> after last year's "campaign-style" branding, billion light illumination undoubtedly made a good start to the channel, there are many dealers carry out its contract, play money, Incoming goods, but how to implement the cooperation between the two parties, the completion of the circulation from the manufacturers to the merchants to the end consumers is essential.
It is understood that compared with last year's high-profile channel construction, Yiguang's basic principle is to strengthen the maintenance of existing channel resources and the development of new resources on the basis of last year.
In terms of channel maintenance, in March of this year, Yiguang held a dealer meeting in Nanjing. At this dealer meeting, more than 40 dealers ordered more than 3 million orders. At the same time, Yiguang also established a dealer operation management committee. The main function of the committee is to better reflect the needs of the first-line market through its own organization, maintain the rights and interests of dealers, and strengthen the contact of manufacturers.
In terms of channel development, according to Xu Lichao, general manager of Yiguang Lighting Liaoning Operation Center, this year, the channel construction direction of Yiguang is still in the hands of provincial capital cities and prefecture-level cities. Through centralized operations, we strive to achieve comprehensive coverage of the market.
At present, in the battle for channels, Yiguang faces pressure from traditional lighting companies such as NVC, Op, Sanxiong, Aurora and Foshan Lighting. At the same time, emerging lighting companies such as Mulinsen and Changfang also pose threats to the development of their channels. It is understood that in order to highlight the encirclement and strengthen the integration with channel construction, Yiguang has released a series of new products.
According to the internal statistics of Everlight, the proportion of lighting revenue in the fourth quarter of 2013 has increased to 25%. It is estimated that the total revenue in 2014 will reach more than 30%. In 2014, LED lighting will continue to play the growth engine of Everlight.
Price dominant brand awareness is not high <br> <br> Indeed, as the packaging industry, "Big Brother", have their own billion light the whole industry chain, including chip lamps upstream, midstream and downstream packaging, one-stop In addition to ensuring the quality of the product to a certain extent, production is also very advantageous for cost control. Everlight's continued strength in the lighting business is not unrelated to the group's head office behind it.
"The polarization of the industry will become increasingly obvious. The first is to polarize from price, or to expensive, or to ambiguous." Wu Zhengxuan said that this round of LED-based industry integration is most likely to eliminate the middle layer, at least Greatly compress the living space of those small and small dealers and enterprises.
A few days ago, Wu Zhengyi introduced in Weibo, an important product direction of Yiguang this year is modular. Generally speaking, the generation of modules under the industry chain is often driven from the upstream industry chain to the downstream.
It is understood that in June this year, Everlight will join forces in a number of industry chains to promote modular products based on light engines. The benefit of this is that you can quickly generate products, shorten delivery, and control quality and cost.
The development of the industry calls for the emergence of civilian products, combined with the advantages of Everlight itself, in terms of product prices, Yiguang can indeed achieve lower than ordinary products.
The reporter found that Taobao, Jingdong and other e-commerce platforms found that the price of Yiguang products was lower than the lighting brands such as NVC and Opp. Take the representative product Yun Zhao series as an example. A 3W E14 and E27 full-light super bright indoor lighting bulbs cost only about 15 yuan, while the products of the same category are relatively higher.
In addition, by combining the summary of the adjustment data of each province, it is found that this price advantage exists under the online transaction.
"In the market similar products, the price of Yiguang's products is medium to low, and the quality is OK, but there is still a gap compared with good. Since Yiguang has only been in the Henan market for one year, customers don't know much about Yiguang products. Need a dealer to recommend." Yiguang Lighting Henan dealer told the "LED lighting channel" reporter.
From the survey, it is found that although Yiguang products have an advantage in price, they have no absolute advantage. Coupled with the new brand, the market awareness is not high.
Incomplete product line into channels sagging short board <br> <br> It is understood that, in the development of distribution channels billion light at the beginning of last year, the company will focus on product deployment path, the early lock interior lighting as the main sales market, Therefore, lamps, bulbs, ceiling lamps, downlights and other products are the mainstream.
However, after a year of market changes, Yiguang has positioned its market more closely. According to the dealer, compared with last year, this year's products are more focused on the home market. From the launch of new products and recent marketing strategies, it can be seen that Yiguang should be the main brand this year.
However, for home lighting, a rich product line is an essential weapon for the market. For Yiguang, which entered the "lighting" market, the market reaction is obviously not good for it.
"At present, Yiguang cannot meet the market in Nanchang. Although there are product updates this year, the product update speed is too slow. And Yiguang is mainly based on agents, there is no so-called layering in price and quality, between products. The differentiation is not big.†Jiangxi Yiguang dealer told reporters.
Yiguang Zhejiang dealers also have this trouble. "Although there are new products launched this year, there are very few main products, and there is a serious shortage of products in the business and home fields."
The dealer believes that the lack of new product development capabilities and the patience of later maintenance is a major bottleneck under the billionaire.
In fact, the research and development of products and the positioning of the enterprise market are not unrelated. NVC focuses on engineering, so they have a full range of engineering and business photography products; Oupu has an advantage in the field of home lighting, so they have a complete range of products for the living room, bedroom and so on. How to accurately grasp the market, although Everlight has certain goals, it is obviously a beginner.
“The company said that it launched this year's home furnishing products, but the products have not been seen until now. In addition, the stocking is not sufficient. For example, if you want a ceiling light, wait a week or even a half month. Last time there was a customer to be neutral. Light products, the total generation there only warm and cold light, waiting for a month, it is a headache." The above-mentioned Yiguang Zhejiang dealer complained.
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