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Brand competition fierce lighting dealers are not cheap porters
Faced with the downward trend in the price of LED lighting products, global LED companies are looking for a segment of the field. Key enterprises are moving towards the high end of the value chain, strengthening innovation and research in industrial lighting, automotive lighting, plant lighting, intelligent lighting and other sub-sectors, providing alternative lighting solutions for different application environments. In 2015, while tackling the challenges of the global energy crisis and the gradual deterioration of the environment, China is also committed to strengthening industrial restructuring, promoting energy conservation and emission reduction, and transforming development methods. Faced with the downward trend in the price of LED lighting products, global LED companies are looking for a segment of the field. Key enterprises are moving towards the high end of the value chain, strengthening innovation and research in industrial lighting, automotive lighting, plant lighting, intelligent lighting and other sub-sectors, providing alternative lighting solutions for different application environments. The competition in the future is no longer just the competition of products, but also the competition of market segments and the competition of brands. From traditional lighting to the development of lighting and lighting industry to the formation of market segmentation, lighting distributors also play an irreplaceable role in this. How to change the development strategy and occupy a place in the ever-changing market has become a problem that many lighting dealers must face. Improve market guidance capabilities Many times, dealers do not have much guidance on the local market, either the lighting brand is actively guiding or passively following. More often, the merchant is only playing the role of a porter. Dealers generally lack the awareness to guide the market. They simply think that as long as the company starts the market well, the terminal has a pull, and then the business can follow up. Therefore, dealers rarely have established market guidance systems, and few have established market departments. There is no in-depth and continuous research on local markets and consumers. There is no corresponding new product promotion system and no professional marketing team. . For lighting companies, it is not difficult to develop a new distributor in the local area. However, if the local distributor has the initiative to guide the market and can promote new products for downstream distribution retail customers and consumers, then the value of this dealer is no longer a simple distributor. Under the gradually segmented market structure, the domain segmentation is more professional. The previous sales model has been eliminated more and more. The dealers have to get out of the traditional mode of distributors and find suitable market segments. In the sub-sector, we will upgrade ourselves to market operators, set up professional departments, and build corresponding market guidance systems, so as to have the consumption trends and product promotion capabilities to guide the local market. Planning your own product line As the influence of the brand has increased year by year, the operation of the lighting brand market has become increasingly mature. The LED companies have begun to cooperate with related industries in a wider range of fields, and the brand segmentation has become more and more obvious. In general, the length of the LED product line is mainly based on competitors, based on market characteristics. Usually, the high-end is slightly higher to enhance the brand image, and the lower end is lower to achieve price blocking. New brands that have just entered the market, in addition to the high-end and low-line LED product lines, after the sales feedback from the market, the dealers will design according to the characteristics of competitors and the market, properly compress the product line, and have their own comparative advantages. Product line. In contrast, the product line width planning should be designed according to the brand competition positioning at different stages, and the LED products of different price segments should be put into corresponding strength. The product line width for each price segment should be proportional to the sales share of the price segment. That is, the product line width of the main sales price range should be increased, and the proportion of the product styles provided by the product line to the total product quantity of the product line should be equal to or slightly larger than the sales ratio of the price segment, which fully guarantees the competitiveness of the product line of the price segment; In the high-end and low-end price ranges, which have a small sales ratio, the product line width must be moderately tightened, reducing the cost investment, and also giving out the sales space for the main sales price range. The Internet makes information more symmetrical, but the demand for good products is constant. The only change is that they are more selective about the choice of good products, the demand for services is stronger, the functions of products are more demanding, and the appeal of emotions is more direct. Therefore, in this era of product marketing miracle, whether the dealer can provide a product portfolio that screams users, determines whether the dealer can win in the market competition of the big waves. With the continuous development of the lighting industry, many lighting dealers also realize that the competition in the industry is no longer just product competition, price competition, and brand competition is becoming increasingly hot. Enterprises open their markets with their own products, and at the same time penetrate the brand into the hearts of consumers, so that consumers not only have a certain understanding of the products, but also deepen their understanding of the enterprise, so that enterprises can open the market faster when launching new products. Resellers can strengthen their brand effects through measures such as controlling the channels, guiding the market, cooperating with local media and government functions, promoting the company's brand, and strengthening cooperation with similar manufacturers. This is professional and powerful. Enterprises that have pursued products have gradually become the dominant direction of the market.