In 2014, the development of the LED industry entered an icy world. On the one hand, the economy was cold, the other side was the integration of capital, the rise of the store, and the new phenomena and new phenomena such as the O2O model and the alliance concept continued to stir up. The entire lighting and lighting industry is relatively hot.
According to Ni Cheng, secretary-general of the China Lighting and Lighting Sharing Alliance, the dealers' perception is: In 2014, dealers generally felt that business pressure increased: market sales declined sharply and the market was deserted; sales of high-end products were blocked, and traditional marketing models gradually failed; physical stores were affected The impact of the Internet is obvious; the phenomenon of direct lights from users has increased, the industry has undergone rapid development, and change thinking has not kept pace with market development. For most distributors, 2014 was a very confusing and challenging year.
Ni Cheng said that the golden age of LED lighting industry's three major impact:
The ultimate value of LED lighting is the application of light. LED lighting products are widely used in lighting products. Such as traditional home lighting, modern low-voltage lighting, traditional crystal lamp, all light products are almost replaced by LED patch lighting. In addition, there is a great demand for LED bulbs in lighting products. In 2014, only members of the sharing alliance sold nearly 50 million LED bulbs with lighting products. Therefore, the growth of LED lighting is a great promotion for lighting sales.
2. The popularity of LED lighting in the rural market has also led to the sales of lighting products. There is a saying that LED light bulbs are selling, reflecting the fact that low-priced LED bulbs flood the rural market and accelerate the popularity of LED lighting products, but the quality is still worrying.
3, LED lighting to promote home lighting. With the help of the Internet and mobile terminals, smart home products will become a trend that will bring new market opportunities to merchants.
However, in the face of booming market opportunities, some dealers have grown stronger, others have been mismanaged, and sales have fallen or high inventory levels have occurred. In the golden age of LED lighting, how do dealers seek their own growth? Manufacturers and experts give three strategies:
Change thinking. Ni Cheng said that many dealers still have traditional thinking and have poor ability to accept new things and new ideas. They cannot seize opportunities in the face of new market conditions. The dealer's transformational thinking is the prerequisite for transformation and upgrading.
Ms. Lai Rongsheng, chairman of Mu Linsen Lighting, once stated at the end of 2014 that LED lighting is a brand-new field. Mulinsen, as a latecomer, wants to surpass traditional lighting manufacturers NVC and OP in this field. Channel change is the main way. In 2014, Mulinsen made The integrated service platform is a strategy-level business division model. On this platform, it not only does Mulinsen lighting and packaging products, but also the Mulinsen products, including lamp beads. In China, as long as the purchase of Mulinsen lamp beads products, can be sold on an integrated platform. This platform has e-commerce, offline channels and O2O.
We have put forward new requirements for the dealers that have joined: If the dealers only do pipelines and only do domestic work, you will be replaced by the factory. Channel vendors make their own business value-added, not only to manufacturers to policy, to be divided. We must take the initiative in transition, realize self-improvement, and make channels better. Go to higher-end customers and know what they need. Exploring the path to value-added services from customer needs rather than simply doing pipelines. Channel change will have value.
Choose a good platform to grow up. Ni Cheng said that when the dealer itself is not strong enough, it needs to find a trustworthy platform. This is an era of joint hunting, with the integration of resources, in order to achieve better development. Simply single-handedly, the future development will be at a disadvantage.
To grasp the needs of users and provide a good user experience in order to attract new users and retain old customers. Whether it is a terminal physical store or e-commerce, we must understand the key points of users' purchase points of interest and experience. The overall improvement of products and service platforms will stick to customers and form their own unique advantages.
To use the Internet to create value thinking. Various tools and fund reorganization models on e-commerce, self-media, social networking, internet finance, and other Internet platforms can help businesses develop.
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