LED channel changes led the lighting store transformation

In recent years, traditional lighting stores have set LED zones in line with market trends. At the same time, new professional stores for LED products have also emerged. The LED market has been buzzing for a while, but various kinds of stores haven't really established suitable LED products. The business model, from another perspective, actually aggravates the chaos of LED product competition.

Traditional store model has fallen behind

In the era of traditional lighting, lighting-oriented, low-cost Zhongshan Town "order direct wholesale" model has achieved its status as a river of lighting lighting, in the era of LED light source, the industry's view is that the ancient town of LED lighting applications is only relatively high on the forefront : Replacing traditional light sources with LED light sources, traditional lighting fixtures have transformed into LED lighting fixtures. The voice of questioning comes from this, "Is it right that the 'order direct wholesale' model that was once proud is suitable for LED lighting in the higher technical threshold?"

Although there are many LED companies in Zhongshan Guzhen, and the supporting industrial chain is also very perfect, but at present the entire town has not really called the LED finished professional stores, Times Lights Plaza, Lusheng Lighting Plaza, Silver Spring Lighting Plaza are all traditional lighting Lighting and rare LED stores mixed, LED stores have one or two in the ancient town, but not yet have scale and grade.

The reporter confirmed from many aspects, either because of inertial thinking, or because the driver is familiar with it, the vast majority of ancient town LED lighting lighting manufacturers are still following the previous model.

“All along, the strength of the lighting market in Zhongshan Town is mainly reflected in its direct sales and circulation scale, but the direct sales or wholesale model has its own limitations.” An insider responded that, generally speaking, for fast-moving consumer goods and certain For some durable goods, this kind of wholesale direct sales without after-sales service is a good distribution channel, but when it comes to LED lighting, the “order direct wholesale” model obviously cannot be used as a core distribution channel. Traditional lighting lighting basically does not have any higher technology. Lighting installation or unloading can be done by an electrician or a decorator. However, LED lighting is far from the “plug and play” “fool” operation stage. In the "plug and play" period, LED lighting as a result of its technical content is significantly higher than the traditional light source lighting, must have appropriate after-sales service as a support and guarantee, otherwise the direct marketing wholesale model will be difficult to sustain.

Judging from the development process of the circulation of old town stores, in the future, more and more professional stores will be born, such as commercial lighting and home lighting, so as to form a classification and create a subdivided professional store. Street shops will suffer greater pressure for survival, and perhaps the dismal business scene will intensify. In the future, the ancient town market will be fully upgraded and evolved and developed toward the direction of professional stores. Like some hypermarkets, it will be difficult to meet the needs of future customers. It is more convenient and faster to go to a professional store.

If the lighting market in South China is centered around the ancient town of Zhongshan, the “China Lamps City” in Zouqu, Changzhou is the important channel market for the lighting industry in the East China region. However, in the "backbone artery" of the lighting industry, the "circulation" of LED products has not been smooth. At present, although there are many merchants selling LED lighting products in the one city and three districts of the "China Lamps City" in Zouqu, Changzhou, they have not yet formed. An area that specializes in LED has not formed the advantages of integration, scale, and branding. After gradually entering the LED era, there are still small, scattered, and chaotic problems in the lighting market in Changzhou.

According to the reporter’s observation, despite the lighting market in Zou District, there are many well-known lighting brands at home and abroad, such as Philips of the Netherlands, GE of the United States, Osram of Germany, Foshan Lighting of China, Sunshine, Snow Wright, NVC, Op, Huayi, Sanxi Aurora, Chint, Odile, Shifu Ford, Honglian, Yaxi, Kaikai, Prospect, Fuxing, etc. Even if there are companies that set up an operation center here, there are many agent stores, but like the above-mentioned Shifudeng lighting this "manufacturer Direct sales, franchise LED products are not many shops. Many shop staff interviewed by the reporter stated that at present, consumers are still willing to try and use LED lighting products. LED ceiling light, soft light strip and spot light are the best selling products. In addition, commercial LED track lights for directional lighting The sales volume is also good, so many merchants are operating LED lighting products (accounting for nearly 15% of the merchants that the reporter observed as the main business of lamps and lanterns is selling LED products more or less). However, these shops are mostly shops that operate traditional light sources, taking into account LED light source products. The entire market has not yet formed a special zone, let alone form a LED characteristic business.

With the development of the semiconductor lighting industry, the lighting industry is undergoing a replacement, how to promote manufacturing with sales, promote the upstream with the lower reaches, promote the further development of the lighting industry in Changzhou, make channel marketing transformation in Changzhou lighting market, and welcome LED lighting. The arrival of the era will be the key link.

Problems with new stores remain

In LED-based new stores, the industry’s largest LED industry zone, which is the country’s largest, most recent and most active in the market, is the Pearl River Delta, including Guangzhou Optics Valley, Kyushu Optics Valley, Guangbohui, and South China Electric Light Source. Lighting City, Baoan Zhongya International Platform Electronic Mall, but "the distance is quite dense, the problem is also quite large." Guangdong Provincial Lighting Association President Quan Jian said.

According to statistics from Quanjian, since 2010, the Pearl River Delta region has launched the LED hypermarkets project that is being launched and the hypermarkets that focus on the LED concept are Guangzhou Guanggu, Guangzhou, and 400,000 square meters of Kyushu. Optics Valley (of which 100,000 square meters in Phase I, 300,000 square meters in Phase II), Guangbo Hui of 650,000 square meters in Jiangmen, LED Market in Guzhen Town of Zhongshan of 1.5 million square meters, and 5.2 million square meters of South China Sea in the South China Light Source Lighting City ( One phase of 200,000 square meters), Shenzhen, 1.2 million square meters of Baoan Zhongya International Platform Electronic Mall, Dongguan 60,000 square meters of billion-party International Electronic City.

At the same time Quan Jian said that in the short period of two years, he has never seen such an unprecedented large-scale commercial real estate project in other industrial fields. The reason is that the development of the LED industry to a certain stage, the industry has a demand for agglomeration effect and agglomeration effect; the other hand, the state's policy on the real estate industry in 2011 to curb the development of residential real estate, promote a big like The expansion of commercial real estate such as stores; at the same time, in the past one or two years, there has been no case in which the LED industry has been surrounded by tilting support policies at all levels of the country, provinces, and cities—a large amount of capital has helped. The above factors are superimposed together, which has contributed to the grand spectacle of the LED hypermarket project being launched in the Pearl River Delta region.

However, in the Pearl River Delta region, does the LED industry need so many hypermarket projects?

In response, Ni Cheng, secretary-general of the China Lighting Sharing Union, responded that if LED products are the main export and engineering markets, they obviously do not need any hypermarkets. In particular, it is not necessary that every city has hypermarkets. In the consumer market, hypermarkets will be used, but the large number of traditional lighting malls around the country can basically meet the needs of infiltrating channels and terminals.

"Is it enough or not enough? It is too early to conclude." Quan Jian said that this (LED) is a new starting point, how large will the industry be? Where are the resource agglomeration points and where are the resources? (LED The hypermarket has only just begun and needs a period of inspection. Compared with the traditional big market, LED supermarkets are generally large and many times larger. The traditional large market is usually 50,000 square meters, and the scale of 100,000 square meters is amazing. The current situation in the LED industry is that the structural capacity in the upper and middle reaches is excessive, and the end market is still unreasonable. It is difficult to judge whether there is an excess of LED supermarkets. The ancient town of Zhongshan (lighting market) was only a street 20 years ago. Later (market size) was not enough. Now it has expanded to several surrounding towns.

From this we can see that LED channel base reshuffle is also being staged while LED product channels are being differentiated. LED hypermarkets will also form a certain competition relationship with each other, differentiate operational concepts, service standards, and capital strength, etc., and the intensity of competition will be inversely proportional to how LED stores can achieve dislocation development.

In other words, the lighting industry even said that LED lighting is not necessarily lacking functional platforms such as exhibitions, trading, and distribution. However, the intelligent platform for the integration of a LED industry chain system has not yet been formed.

Urgently needs new channel system layout

In the aspect of channel laying, due to the current situation, whether it is traditional lighting stores or LED lighting stores, there is almost no internal connection between regions and regions, stores, and stores, which increases the difficulty of enterprises wanting to expand the radiation power in the country.

Therefore, in order to help LED companies quickly establish a more complete domestic channel system, new strategic ideas and practical operation plans are needed. Needless to say, due to product positioning and business model limitations, traditional lighting fixture stores have certain difficulties in undertaking such strategic construction.

As mentioned above, traditional lighting fixture stores, if they cover an area of ​​50,000 square meters, are enough to carry the needs of many brands. For example, in ancient towns, we can often see that in a lighting shop less than 100 square meters, the roof and walls are Different brands of lighting fixtures can be displayed. The LED professional store, to sell is not a "light" of the product, it is often to show that the "light environment." Then, a store with 100 square meters may be able to meet a brand's display of classified products. And this is only a small part of the many demands of LED stores!

Therefore, to establish a LED sales system covering a large area, a new type of channel system is needed to a large extent.

The new channel system layout will have an intrinsic and close relationship from the national level to the local regional level. Such as the establishment of an application promotion center in a regional core city; the establishment of flagship stores for sinking channels in third and fourth-tier cities, etc. Such channel construction is in line with the needs of international brands such as Philips and Osram, and it can also meet the rapid growth in China. The brands, such as Chau Ming and Diligence, are more suitable for the needs of some brands with development potential, such as Liang Bai Jia and green lighting.

In addition to market opportunities, the new channel system provides more assistance for companies entering the market. It also hosts comprehensive support for enterprises in other areas.

For example, in the promotion and promotion of the brand, although many companies now invest a lot of manpower, material resources, and financial resources to promote and promote the brand, the results may not be ideal. Then, in this new type of marketing system, professional support teams will be integrated to provide brand promotion services to assist companies entering the brand building. At the same time, because the new channel system has assembled brand enterprises that have value and appreciation space in the industry, and thus formed a group brand, through common promotion and promotion, they will achieve common survival and development. Just like the Ivy League in the United States and the 211 project in Chinese universities. If the company is part of it, then it is easy to incubate the brand and promote it.

Once companies enter such a new channel system, they can enjoy the radiation power in the country through this system. Enterprises can also directly face the terminal and reduce the effect of intermediate circulation costs, thus bringing maximum benefits to end consumers.

The LED industry's new channel system layout is the industry's favorite, and it needs the active exploration and promotion of different levels of society.

The National Semiconductor Lighting Engineering R&D and Industry Alliance (CSA) has taken the lead and set out to establish a new channel system that meets the needs of LED development and hopes to bring new impetus to the development of the LED industry.