Chongqing: A small proportion of retail sales are mainly based on engineering

[文图本刊周健华]

LED terminal demand has broken out

"The four largest external wall advertising, three related to LED theme." This is May 25 this year, Gaogong LED headquarters reporter and Chongqing resident reporter Zhang Ludan came to Chongqing's largest professional lighting wholesale market - outside the city The scene seen by the city lighting wholesale city.

Later, the reporter also visited seven professional lighting stores, such as Oriental Lighting Plaza and Qixiang Lighting Wholesale Market. Whether it is a lantern store or a professional store, LEDs have penetrated into it, but the degree is different. “There are no LED products that can be regarded as lighting stores? In previous years, we have promoted them. This year, terminal engineers are asking for and even asking directly.” Luo Junbin, general manager of Hanjin Optoelectronics Technology, said.

For example, in the city outside the wholesale market, the city has a 10,000 square meters as the LED Chongqing trading center. It has gathered Samsung LED, Philips, NVC, Op, Sanxiong Aurora and Guangxu. The general agent of many well-known manufacturers. Including LED office, business, engineering, home and other product segments. When reporters chat with dealers, they can clearly understand the advantages of LED downlights, LED spotlights, LED tubes and other lighting products in the field of commercial lighting.

Chongqing Shapingba Majiayan Shengwei Lighting Plaza, a surname dealer said: "I belong to the conservatives in the lighting market, I dare not completely transform. LED bulbs, downlights, spotlights have a market, but we also vacate a wall Shows."

When the reporter asked which areas these products were sold to, he said that except for a small part of retail sales, the proportion is still engineering. Some supermarkets, flower shops, KTVs, hotels, cafes and other commercial places that emphasize the atmosphere are used more. Sometimes there will be one or two similar orders in a month or two. These projects are the entry point for the LED lighting market in the eyes of dealers.

Chart: Chongqing's main 8 professional lighting city conditions

“Chongqing's professional market is scattered, but the acceptance of LED is still very high, and Chongqing's demand for LED engineering and outdoor quantitative products is still very large, and it is still relatively easy to accept good quality engineering products.” Chongqing Yongguang Lighting General Manager Cheng Yongsheng summarized this in the “2013 China LED Good Products Tour Exhibition and Merchants Conference” on the 3rd floor of Chongqing Century Golden Resources Hotel on the afternoon of May 27th.

(meeting venue)

According to the reporter's visit, the price of bulbs and tubes dropped by about one-third this year compared with last year. For the promotion of the market, the circulation channels are more popular, and LED has gradually become the mainstream product of distribution channels. Many of the original LED brand agents have not done anything. They are only dealers who buy and sell products with some small and medium-sized enterprises. This year, they feel that the terminal demand is relatively mature, and the products are beginning to be stable. Although they are still cautiously exploring the pilot. However, they will increase their efforts to actively contact powerful manufacturers or actively seek brand cooperation.

“This time I mainly look for a good brand for flat panel lights. The broadcast lighting is good in positioning and cost performance. We are going to talk about in-depth cooperation.” A dealer from Dongfang Lighting City agrees very well with the professionalism of the lighting. .

"Laiwei Optoelectronics' light source series products are very cost-effective, and the circulating light source products are now of the same quality. Without characteristics, it can be said that there is no vitality. We are looking for such a unique enterprise." China said.

(vendor exchange)

At the scene, in addition to the liquid-cooled LED lights of Optima Lighting are full of freshness and attract dealers, the most popular is the booth of Mulinsen Lighting. Cheng Yongsheng, general manager of Yongsheng Lighting, talks with Shao Changbing, director of Southwestern Region of Mulinsen. . Mr. Cheng said: At present, Chongqing dealers are confused about LED distribution channels, because there are still many variables in national standards, style technology, structural appearance and materials and processes. "Compared with the clear promotion and flooding of LED manufacturers, dealers really want but don't know which brand to cooperate with. I hope that Gaogong LED will bring more good products and lead us out of the LED terminal."

(Speaking guests take a group photo)

Director of the High-tech LED Industry Research Institute and Editor-in-Chief of LED Lighting Channel Zhang Xiaofei
Manufacturers need to be better and better.

As a dealer or engineering contractor, it not only undertakes the functions of product purchase, inventory, distribution and after-sales service, but also plays a role in publicity, promotion and shopping guide for new products, especially in the market with low recognition and business-led consumption. Industry, whether consumers buy related products, whether a certain category can become a local popular consumption trend, terminal businesses play a key role.

The current situation is that LED manufacturers continue to make the product cost-effective, but the terminal merchants are still unable to understand the product technology and the market. They are fooled by every three, and the corporate brand is too many to know the choice. The LED products are too messy to know the authenticity. In this case, consumers are more foggy and difficult to distinguish between true and false.

Therefore, LED companies should start from the responsibility of the healthy development of the industry as the principle of pioneering channels in the early stage. For example, LED education and training tour activities for partners and market players to be developed, and at the same time, the corporate brand will penetrate the terminal business. Even in the minds of consumers, companies can open the market faster when they launch new products.

Shao Linbing, director of the southwestern region of Mulinsen, do a good job in the "four dimensions" of the LED brand.

When you are a brand, you can't avoid making four elements: popularity, preference, reputation, and loyalty. After all, we can't compare brands with fast-moving products in this industry. Everyone is at a stage of visibility, especially emerging LED companies. In fact, the popularity is not so good, once you have visibility, because your competitors will also play well. Next is a preference, with visibility, why choose you, not choose it. Then the reputation, after having a preference, it will also tell others: I used this very well, you can also try it. If it is willing to take the initiative to say this, it means that you have a good reputation. After you have a good reputation, you will buy your things repeatedly. This is loyalty, not easy choice of your competitors.

Lai Wei Optoelectronics Marketing Director Mao Zilai
Brand channels are the most expensive

Now, LED prices and channels are the most expensive, because the price is related to your profit, related to your brand positioning, and related to your sales and sales. If your sales want to increase, your speed must exceed the price drop, and your sales will increase. For example, the terminal channel embodiment form, for these three different dealers, what kind of embodiment should be. For engineering dealers, the best terminal display is the sample project. This requires a consultative marketing team. Commercial lighting distributor, commercial light effect experience center. Lighting store dealer, home light experience center. What is a brand, the brand is followed by a service, the brand is far from a conclusion that is obtained in rationality, the brand must be the type you like in your mind.

Zhang Hu, deputy general manager of Yanguang Lighting Sales
Cost-effective products can be popularized

The future of the LED lighting market is not only commercial lighting, but another peak is definitely to enter the homes of ordinary people. The comprehensive launch of the indoor lighting market will become a huge business opportunity and a new growth point for the LED lighting enterprises to grow geometrically. Only with a market value that is cost-effective, consumers will be willing to pay the bill. Large-scale enterprises, especially vertically integrated brand LED enterprises, have comparative advantages in cost and quality control. As long as product types, marketing strategies, brand promotion and traditional offline channels form certain differences, they are directly oriented to consumers and gradually become images. The Volkswagen brand is also a good way to quickly cut into the LED market.

You Lilai Lighting Marketing Manager Zhang Lijuan
Have a blue ocean strategy to break through the Red Sea

The rise of LEDs will inevitably lead to the redistribution and integration of resources for channels and brands. For example, some enterprises have low positioning and rely on the volume to complete market penetration and original accumulation. They directly penetrate the third- and fourth-tier markets from the beginning; some enterprises are positioned in the middle and high, relying on having quite terminal “fans” in niche channels. Focus on breakthroughs, with major coastal cities as sales centers, to ensure that product and market demand is not out of touch. In short, LED companies must stand out from the crowd and do not break through the blue ocean strategy of the Red Sea. As soon as they enter the market, they will open higher and higher, attack on all sides, and open the market at a price. It is better to examine themselves, refine their advantages, and then differentiate themselves. Maybe Do more with less.

Deputy General Manager of Silian Optoelectronics Zeng Lingqian
LED technology first is the best policy

LED is an emerging high-tech industry. Government support and enterprise money cannot solve all problems. The lack of core technical personnel has become a bottleneck for the development of various enterprises. Only technology is the first step. There are thousands of companies that use the LED banner, and there are many marketing methods. However, LED technology and quality bottlenecks have always been familiar to the industry, but only some companies can sink their hearts and steadily improve.

From the products and directions displayed by international giants this year, we can judge that the future LED lighting market will inevitably transition from product competition and channel competition to technology competition and brand competition. Faced with such market trends, forward-looking companies will undoubtedly pay special attention to R&D. Only on the basis of continuous research and development and technological innovation, coupled with appropriate marketing, has moved towards a growth model with technology research and development as the main driving force. At the same time, the technological leadership will inevitably increase the value of the brand. 　　　

Cheng Yongsheng, General Manager of Chongqing Yongsheng Lighting
Merchants must first break through their own "confusing period"

At present, we have not done any big LED brand. We are only doing some small and medium-sized enterprises and products, because we think that LED is not mature yet, and the products are not finalized. Small enterprises may be flexible and according to some market characteristics. Develop targeted products, and now LEDs have not yet been finalized, including national standards, and style technology, structural appearance and materials and processes, so we think there are still great variables in LED products, now we are still cautious The attitude is groping for the pilot, and we will increase our efforts to cooperate with some powerful manufacturers or brands after the gradual maturity. This year, we will gradually extend from some traditional lighting products to LED products, and will expand and expand from the product categories and echelons.

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