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As a well-known lighting channel provider in Shandong Province, Shilin Lighting's brands mainly include Mulinsen and Yiguang LED.
Compared with previous years, the LED lighting terminal market in 2014 showed a trend of high and low. Although the overall output value of the LED downstream application market has been greatly improved, the “disconnected tide†and “closing tide†continued in the second half of the year. Once again, under the pressure of cost and market competition, lighting companies are facing the challenge of reshuffle. In this process, scale and channel are the key factors that determine the ultimate competitive landscape of the company.
As a result, recent brands such as Sunshine Lighting, Sanxiong and Aurora have announced that they will comprehensively clean their terminal channels in 2015.
From the perspective of the operation of various enterprises in the lighting market, Sun Lighting, Sanxiong·Aurora and other representative first-line lighting brands have a market share of more than 50%, and second-tier brands represented by Sidon and Xinteli. It is basically the completion of the market layout of LED products. Liu Mingxian believes that the improvement of the market layout also gives the traditional lighting the basis for channel cleaning.
Under the control of the strong channel of the first-line lighting brand, it is not easy for the third- and fourth-line lighting companies to hope to sell the products through the channels of the brand enterprises.
"Now the channel operation is still a stage of brand investment. This has certain requirements for the dealer's financial strength and brand operation ability. The strategy of full hand-holding is not very good."
“In the process of channel change, it is very important for dealers to find their own positioning.†Liu Mingxian said.
With the intensification of shuffling, a group of companies without core technology and channel resources will be eliminated, and the differentiation of dealers is also in progress.
As a bridge between manufacturers and consumers, the specific market economy environment determines the prominent position of dealers in the circulation. The concept of “channel is king†in the industry has made the terminal dealers develop rapidly, and the scale and form of dealers also have significant differences. In the face of differences in business operations and changes in channel policies, dealers will be directly affected.
In particular, 2014 is a replacement tide and an outbreak for the LED lighting industry. However, for the physical channel, in the continuous weakening of the real estate market and the impact of e-commerce, the lighting market and the dealer itself are also polarized. The situation, large dealers speed up expansion, small dealers keep in sight. The full competition between the industry, the competition between the upstream and the downstream, and the competition pattern of the physical channels in various regions have been reshuffled.
Dealers who have been familiar with the traditional distribution market have now had to re-examine this ever-changing market environment, and they have to face the new challenges and competition with the "empty cup clear" mentality.
At the juncture of LED lighting enterprise competition, the 13th High-tech LED Industry Summit Forum will be held on June 8th at Langham Place, Guangzhou Nanfeng. At that time, Liu Mingxian will serve as a guest speaker and participating company and distributor. Share their views on the lighting market as a dealer, everyone is coming, what about you? 
Channel Transformation Path under the New Normal of the 13th High-tech LED Industry Summit Forum
[Text|High-tech LED reporter Luo Shenghua] "If in the past few years, you went to a dealer's store of a certain brand, in addition to the brand's products, the store is often filled with several miscellaneous products, but this situation has arrived. This year will be greatly changed." Liu Mingxian, chairman of Linlin Shilin Lighting, Shandong, told reporters.