From 2011 to today, the lighting industry has had a epoch-making event. LEDs are no longer a dream! With the arrival of industry leaders such as Black Horse Mulinsen and high price butchers and channels to invade the death squad, if traditional lighting companies can still sit still and stick to the rules, it is estimated that the sun will not be seen tomorrow.
Then, in the face of such a huge change and development trend in the era of industrialization, how should traditional lighting companies go on?
Traditional lighting will not change, and tomorrow's solar LED replacement will not be seen. Although it is only a few years since the cancellation of the national subsidy for energy-saving lamps, the LED replacement wind has already sounded before the policy is about to be cancelled. It’s just that not many people noticed this at the time, but the facts are already happening.
So, today, the author has found in some markets that some shopping malls have begun to use LED fluorescent tubes to replace traditional lighting fluorescent tubes, and LED bulbs have begun to become shelves in hardware stores, shopping malls, etc. Recommended sales products. Another more important signal is that the market retail price of LED bulbs is basically the same as the retail price of energy-saving lamps, even cheaper than energy-saving lamps.
In a certain sense, LED lamps are much better than traditional lighting in terms of product quality and risk of product transportation. The most obvious two points, one is more energy-efficient, and the other is that there is very little damage to the lamp in the transportation (the LED has no lamp, it is all from the patch). In addition, traditional energy-saving lamps and fluorescent tubes are prone to stroboscopic conditions due to unstable voltages, but LED bulbs and fluorescent tubes are basically not present, and electronic products are stable. Sex is also far better.
Recently, the author learned from a friend who specializes in home improvement project decoration. Now, in the decoration of the home, the T5 bracket lamp that is usually used for decoration has gradually turned into the T5 bracket using LED. According to him, the appearance of this situation is not only in terms of price, but the main reason is that energy saving and low calorie have become good selling points. Moreover, using LED lights is more fashionable and more traditional than using traditional lamps. trend!
LED channel penetration is more powerful If 2011 is the beginning of LED into the civilian sector, then 2014 will be a year for LED companies to fully enter the wholesale channel. The author once wrote at the end of 2012, "Where is the way out for LED lighting companies?" The article was published on a website. I don’t think there is a company that Mulinsen really raises the price of the butcher like the Galanz in the home appliance industry. It has begun to enter the hardware wholesale channel and has become the current lighting. A dark horse in the industry is rapidly spreading the net in the national market! Recently, a round of death-stricken channels have been launched to infiltrate the phoenix. It can be seen that traditional lighting companies have really encountered wolves!
In fact, turning over the footprints of Mu Linsen all the way, we will be surprised to see that it is the first slogan in the industry to hold the price butcher as I expected, to use the talent to carry out market segmentation, and to replace the tornado with LEDs. Quickly invest in channels in the national market, and gradually build up the butterfly effect of the brand through the creation of the model market. Of course, this may be the same as that of the hero, so the article was not published in the more influential media in the industry, and it was a little regrettable.
From the news published by Mulinsen in the national market, we can see that there are many merchants in the place where Mulinsen goes, and each time there are more than one million orders. Not to mention the amount of water contained in this one is about the hero, but from another point of view, the power of LED penetration into the channel, the speed, has far exceeded the previous level like T4T5 It was born.
It can be seen that the penetration of LEDs into the channels and the time that will quickly replace the traditional lighting locations in the channels will be shorter and shorter, and the strong technological development impetus demonstrated by the product forces can be seen.
LED integration is more powerful According to Jiuzheng Building Materials Network, traditional lighting can be divided into commercial lighting, home lighting, engineering lighting and special lighting in the category of products. The light source structures used in these lightings all have different standards in them, and each manufacturer can make some adjustments according to national standards.
However, LED patch beads can easily change all of these LEDs can be used in all lighting sources to replace the ranks, and do not have to be as before, each type of light source has its own standards and strict requirements. The powerful integration power of LEDs has brought lighting products into an era of almost no further classification! At the same time, the use of LED has produced some new products, such as corn LED lights, LED lights that can be as long as possible.
The integration power of LEDs is also reflected in the choice of investment targets. Traditional lighting companies will attract investment according to the product category, so the selectivity to customers is very obvious and the purpose is very strong. But the LEDs are different. The extensive application is very obvious. Merchants in almost every field can be the target of investment, such as supermarkets or shopping malls, with very large consumer groups, LED bulbs, corn lamps, fluorescent tubes, and even LED strips are accessible. Of course, the diversification of investment targets will also result in waste of resources and even excessive competition. However, from a certain perspective, it can be seen that in the future development, LED integration will involve In all fields, it is far beyond the traditional lighting.
In the face of such a strong LED lighting industry and corporate challenges, is it still possible for traditional lighting companies to be effective? Is it the final struggle to sit still or to face the difficulties? How should we go on?
Implementing a differentiated product strategy Let's start with a story: In Harvard, Illinois, a group of children often use their spare time to sell popcorn on the train. A 10-year-old boy has joined the ranks. In addition to selling on the train, he also added cream and salt to the popcorn to make it taste more delicious. Of course, his popcorn sells better than other children because he knows how to do better than others, and his excellence makes him successful.
Now that LED has become a fashion, and we know that there are already many pure LED companies that have entered the channel to participate in our competition, our channels are being affected, our channel dealers are gradually losing, we are even more Knowing that these LEDs are fairly inexpensive, these are the advantages we don't have.
As the saying goes, cheap is not good. Although LED SMD bead can be used in many lighting fields, it will be subject to its life in the process of use, that is, if the heat dissipation is not good, then the life of the LED will be large. Discounted. Therefore, traditional lighting companies must first put down their stance, using high-quality LED patch beads, radiators and other production of quality products, only the superior products can bring the brand into continuous development competition. Of course, in addition to high quality products, product diversity, replacement and other aspects can not fall behind, but also based on their own understanding of the industry, to develop more new products, new categories to adapt to the development of the industry. At present, we have seen that Foshan Lighting's LEDT8 tube has a certain breakthrough, and dares to continue to use a transparent cover to make the light more bright. At the same time, the differentiation of products is also reflected in the traditional lighting companies will also extend their reach to the field of electrical engineering, such as Jiangsu's Ford. This will enrich the product line to a certain extent, and will also play a role in consolidating channel distributors to some extent.
Further broadening the product sales channel The famous "Porter's Five Forces Model Analysis" said that new entrants will bring new production capacity and new resources to the industry, and hope that they will be in the market that has been divided by existing enterprises. Winning a place, it is possible to compete with existing companies in raw materials and market share, which ultimately leads to a decline in the profitability of existing companies in the industry, and in serious cases may jeopardize the survival of these companies.
Therefore, for the arrival of these LED lighting companies, our traditional lighting companies should have a clearer understanding. They are now competing with us for traditional channel merchants. Then, we will extend the product sales channels to other channels that they have not yet neglected, such as online Taobao, Tmall, WeChat. , Weibo, and so on.
We now know that LEDs are much better than traditional lighting in the process of transportation, and the risk factor is lower. Therefore, realizing online sales will be one of the magic weapons for us to further expand our product sales channels. Moreover, network marketing has gradually matured over the past few years, and there have been many companies that have tasted the sweetness, and some companies have made their own use of online marketing. Therefore, for traditional lighting companies, a very important task at present is to develop a more complete set of online and offline product sales strategy and tactics, and use the advantages of the brand to quickly promote online and offline integrated sales models. Completion time will also completely change the corporate strategy, with far-reaching impact.
Building a more perfect marketing team Buddhism founder Sakyamuni once asked his disciples: How can a drop of water not dry up? The disciples face each other and no one knows the answer. Sakyamuni said: Put it in the sea.
In this era of team success, the true core competency of a company is teamwork, which is inextricably linked to everyone on the team. We recently saw that Mulinsen formed a death squad to begin the penetration of the channel. We will wait and see how far this death squad can go. However, for our traditional lighting companies, it has once again sounded the alarm. Because this kind of channel sweeping style has also been used, but with the establishment and stability of our channels, we gradually gradually forget or rarely carry out.
Therefore, for traditional lighting companies, we should use this opportunity to carry out deeper training on the current marketing team, re-mobilize the team spirit of the past unity and friendship, and make adjustments in the direction that will help to boost morale. Not only will it improve the morale of the entire enterprise, but it will also improve everyone's loyalty to a certain extent. At the same time, we must manage in a fair and good manner, cater to everyone's points of interest, strengthen communication between the upper and lower levels, and create opportunities for everyone to develop. These will all receive good results to a certain extent.
Rome is not built in one day, and it is impossible for LED lighting companies to sweep the traditional lighting companies out of the house and sweep thousands of miles. Therefore, we have seen Opp go to the Shanghai Stock Exchange to list the money to prepare for the LED lighting field. Therefore, our traditional lighting companies should have the confidence, determination and ability to continue to develop in the industry and continue to be the leader and leader of the industry.
The LED channel battle has just begun, we continue to pay attention, I hope this article can give some inspiration to business owners in the industry.