This year, the "High-tech LED" reporter learned on the road to participate in the tour, the company's preferential policies for dealers have increased a lot. No deposits, all-inclusive decoration, no inventory, but even so, the road of LED dealers is still foggy, unable to keep the cloud open. Contrary to traditional lighting, today in the LED lighting terminal market, dealers are choosing companies, and the days when companies choose dealers are already yesterday.
Since the beginning of the year, the robbing of dealers has never stopped in the LED lighting industry. Traditional lighting companies such as Dehao Runda, Sunshine Lighting and NVC Lighting held a dealer conference to promote LED lighting products to pave the way for dealers. At the same time, LEDs were listed on Qinshang Optoelectronics, Wanrun Optoelectronics and Shiyida. Enterprises also build LED lighting stores nationwide; LED lighting companies such as Changfang Lighting and Tsinghua Tongfang develop their own dealer teams in many cities across the country.
It is true that in the domestic LED lighting industry, the fierce competition of dealers is about to start, and dealers have become the most sought-after scent of the entire LED lighting industry. "This year, LED lighting companies have developed channels, and the conditions have become extremely relaxed. Many SMEs are even paying money to find dealers." Tsinghua Tongfang product manager Jiang Guangjun said helplessly.
Originally, traditional lighting companies have many restrictions on the choice of dealers, such as the delivery of the corresponding deposits, the need to press inventory every month. In the field of LED lighting, even if the dealers are relieved of the pressure of deposits and inventory, but in the face of falling product prices and the difficult situation of dealers, LED lighting manufacturers began to call "injury."
More relaxed distribution conditions
In the traditional lighting market, lighting companies and distributors are in active and passive relationship, and in the emerging field of LED lighting, this situation is being quietly rewritten.
Taking Chengdu as an example, the condition of the listed company's Changfang Lighting for local distributors is that no guarantee money is required, and the first batch of product payment is paid in one lump sum. After the purchase, the payment is subject to the situation. At the same time, the reporter also found in the survey that the conditions for more SMEs to dealers are that, in addition to exemption from the guarantee, the first batch of products are also paid monthly or in installments.
“As long as the dealer has an order and can sell the product, the brand, inventory, deposit and other conditions can be ignored.†A newly established LED lighting company in China said that traditional lighting companies attach great importance to these conditions because they have stable sales. However, the LED lighting industry is still in the market cultivation period. For LED companies, the most important thing is to seize the market.
Only those LED lighting companies that operate brands still have some hard choice criteria for dealers. Jiang Guangjun told Gao Gong LED reporter that Tsinghua Tongfang is more inclined to choose dealers with business philosophy and certain customer resources.
Then the reporter called a number of LED lighting listed companies, their choice of dealers are mainly in the first category, the dealers who do traditional lighting, familiar with the lighting market; the second category is the decoration engineering dealer Because lighting and building materials design are often bundled together; the third category is the energy-saving service company, which is specifically targeted at government-engineered EMC; the fourth category is people or companies with a certain government background in the local area.
However, many LED companies mentioned that these choices are in the direction, even if the dealer system of listed companies is not perfect, and these indicators become a piece of paper in the specific implementation stage.
However, compared with the pressure of traditional lighting companies to press and quantitative, LED lighting companies' preferential agency policies have attracted many traditional lighting dealers to join. Chen Shaofeng, a dealer in charge of a NVC dealer in Beijing, said that the threshold for the traditional lighting NVC brand is relatively high, and there is no limit to the brand of the LED lighting company. If there are conditions, I can choose not to do it. After all, There are so many LED lighting companies invited me to join.
However, in contrast, the choice of domestic LED dealers by foreign LED lighting companies is another situation. “For foreign companies, the choice of dealers, deposits and quantitative sales are still in a secondary position. The most important thing is to look at the comprehensive strength of the dealers in the local market.†Tang Naibin, Marketing Director of Guangdong Guosheng Investment Co., Ltd. said that Samsung LED, Philips, International lighting giants such as OSRAM have evaluated more than ten kinds of indicators for dealers.
The effect of investment is not satisfactory
In fact, the biggest pressure for LED lighting companies to develop dealers is also from the store's special patch. According to the early practice of traditional lighting companies such as NVC and Foshan Lighting, after the company specializes in the dealers' stores, the dealers will pay a certain deposit. The enterprises will give the dealers a certain inventory, and the dealers must complete certain sales every month.
However, the road of dealers of LED lighting companies is not flattened by traditional lighting. Because the store-only cost is enough to make SMEs discouraged. The dealers asked the LED companies to do the special repair stickers for the store. Tan Jian, general manager of Laiwei Optoelectronics, calculated the account for the "High-tech LED" reporter. The special patch for a store is at least 20,000 yuan, and 100 is 2 million yuan. 1000 is 20 million yuan, and domestic SMEs can have several affordable.
The investment in the early stage was too large, and the LED lighting company shouted "I can't afford it." What's even more embarrassing is that if you only invest in dozens of specialty stores, the effect is not obvious. And investing in hundreds of stores to form a scale effect, most companies are not enough financial strength. Tan Jian analysis, LED companies spend a lot of money to get involved in the dealers, is to obtain control of the dealer.
In fact, LED companies do not have absolute control over dealers. Tan Jian said that in the current market, although the company has done enough work for the dealers, the dealer's commitment to the company's deposit and sales has not been honored.
"This is also an inevitable phenomenon in the early stage of channel development." Jiang Guangjun said that it is the initial stage of channel development, and with the improvement of LED lighting channels, enterprises will gradually put forward some hard requirements, especially for large enterprises, the requirements will be higher and higher. .
More terminal channels
Last year, many media used the “small and porridge†to analyze the results of the investment in the LED industry. However, in the LED lighting terminal market, “more porridge†may be more appropriate.
“We are surprised by the preferential level of investment conditions for LED lighting companies,†said a traditional lighting manufacturer. What makes LED lighting companies even more embarrassing is that even with such good conditions, the road to investment is not so smooth.
Tan Jian explained that the reason why LED lighting dealers are difficult to recruit this year is that the LED lighting market is inherently unstable, and the instability of the market is mainly manifested in the growing number of companies developing dealers.
According to the statistics of the High-tech LED Industry Research Institute (GLLI), in the first half of 2012, the planned investment for new application projects in China was 19.9 billion yuan, a year-on-year increase of 38%. Among them, the planned investment for new lighting projects is 18.1 billion. A domestic LED lighting company said that it was easy to invest in LED lighting, but it is not so easy to sell LED lighting.
Due to the initial stage of investment, everyone generally does not pay attention to the problem of downstream estuary. With the release of LED lighting products and the accumulation of products, dealers have become the key resources for LED lighting companies. “When many LED lighting companies are looking for dealers, dealers naturally take the initiative.†Tan Jian said.
This year, as the price difference between LED lighting and energy-saving lamps has gradually narrowed, many LED lighting companies continue to push down the ex-factory price. Taking the Chengdu market as an example, the ex-factory price of 3W LED bulbs currently on the market is only 15 yuan, and the warranty period is two years. Yang Ling, head of Foshan Songbei Optoelectronics Business, also said that they only had two large price cuts in May-June this year, with a drop of about 10% each time. The rapid price reduction of LED lighting products has also accelerated the transformation of traditional lighting channels.
According to data from the High-tech LED Industry Research Institute, in the first quarter of this year, the price of high-end 1.2-meter 18W T8 lamps decreased by 7.7% compared with the fourth quarter of last year; the same type of lamps at the middle and low ends were also reduced by 6.4% and 6.5% (as shown below).
Comparison of LED lamps in the first quarter of 2012 compared with the previous year
Although the price drop is conducive to market development, it has also caused the LED lighting market to be unstable, and dealers are afraid to dump the goods. Wang Maozhong, director of domestic marketing of Zhongming Semiconductor, said that the rapid price cuts for dealers, the consequences of dumping goods will mean a sharp drop in gross profit. A dealer in Chengdu also said that the T8 lamp dropped another 3 yuan last month. If the original 10,000 T8 lamp inventory was accumulated, it would mean a 5% gross profit and a loss of 30,000 yuan after one month.
"According to the current situation of LED lighting, inventory will not increase value will only depreciate." Tan Jian said that the continued decline in prices has also caused dealers not to buy in large quantities, and even less afraid of inventory.
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