Where is the LED lighting company's way out?

Since 2011, we have heard news about the failure of LED lighting companies and bosses running around us. One of the most important reasons for these closures and runaways is the breakage of the capital chain. At the same time, there are many LED lighting companies. Queuing for listing, is it only the listing to solve the funding problem? Why don't you go to the market and ask for money? Where is the LED lighting company's way out?

Ideas determine the way out

Maybe mainly related to the policy support given by the state, many LED lighting companies have begun to look at the state subsidies, so there is a constant establishment of LED lighting companies, reaching or even exceeding 10,000 in just a few years. However, the bigger the cake, the more people who want to eat cake, so with the further deterioration of the economic crisis, the development of civilian LED lighting lags behind. At the same time, because of the intensification of vicious competition, many LED lighting companies are making money. Both the chain and the market sales have encountered a bomb-style attack, and all the hidden crises have been exposed. Therefore, the tide of closure has also come.

The so-called thinking determines the way out, perhaps because of the original impure engine, did not really form its own brand of USP, not good at marketing planning, many LED lighting companies have encountered an unprecedented Waterloo, also greatly affected The reputation of the entire LED lighting industry.

Therefore, the author believes that for LED lighting companies, the more important task is to hurry up the cliff and change business ideas, re-understand LED lighting from the perspective of consciousness and attitude, and stop using the policies given by the state as a means of making money. Also do not put the LED lighting this chicken feathers as the same as holding the arrow in the hands, or else it will really allow companies to quickly enter a bad state of development, not to die has been unfortunate fortunate!

From a development point of view, the development prospects of LED lighting companies are actually quite large. We can foresee it at the technical level and at the economic level. However, it is critical that LED lighting companies must find this way out. The use of brand ideas to re-operate companies, only in this way, companies can go steady and go further.

To do the first one to do

There have been industry analysts believe that LED lighting to have a larger market is to minimize the price, but at present, it is still more difficult, it seems that no one wants to do that price butcher like Galanz.

From a certain perspective, there will always be a price for everything. It's like a washing machine, from the materials it uses to the finished products. Even if you're a smart accountant, you can't believe that its price can be as low as RMB 999. So when Galanz came out, it was a drum washing machine. Selling 999 yuan, all of a sudden it sparked the slogan of industry insiders. Finally, Galanz had to stand up and clarified that it was the price after the subsidy to the countryside, and the actual price would still be 1200 yuan.

It can be seen that the price of a washing machine cannot fall to the price of cabbage. The price of a car cannot fall to the price of chopsticks. Everything has its actual price. Therefore, when someone says that the price of a car is selling cabbage, the water content of this word is estimated. It is like yellow as yellow!

Therefore, for LED lighting companies, whether the price applied to civilian use cannot be reduced? So, what exactly is the policy given by the country? This point is estimated LED lighting business owners more clearly than we do! However, I believe that for the industry analysts certainly know that the price of LED lighting can still be reduced, but we are not willing to do so, afraid of doing it, "I'm sorry everyone." In fact, according to the author's understanding of the situation in the market recently, the current 3W LED bulbs wholesale price is about 11 yuan, with some of the big brands of energy-saving lamps wholesale prices almost, even some of the energy-saving lamps wholesale prices High, it can be seen that the price of LED lighting applied to civilian use can still be reduced. Why not dare to do the first one? Galanz is a well-known price butcher in the home appliance industry. However, it has taken the price of microwave ovens to the lowest level in the world. It does not seem to have died. Instead, it has become the world's best selling microwave oven brand!

Use the power of good channels

There may be LED lighting companies that your price is not the lowest, so they will compete with you at a lower price. This time, it seems that you have lost the advantage of competing with others. In fact, do not worry, this time you have to be good at using The power of good channels.

As for the power of the channel, in fact, we can see from this year's “NVC storm” that the channel is still not overtime. Therefore, when we initially establish the image of the price butcher, we must begin to raise the banner of channel competition. Of course, we can't blindly compete for channels. After all, we may have been more focused on engineering channels. This time our products have entered civil use, and the direction of channel expansion has to be transformed into wholesale channels. However, we must first stabilize the engineering channels. This is the foundation of our development. At the same time, using the advantages of engineering channels, at the same time relying on the strength of the brand to start looking for wholesale channels. However, the relevant policies of wholesale distributors can learn and refer to the channel policies of peer-oriented energy-saving lighting companies, and they can no longer use the policy of engineering channels, “doing as the Romans do”.

Of course, our product research and development can no longer be limited to only spotlights, ceiling lamps, searchlights and other engineering lighting, children have to develop lamps, lamps, low wattage bulbs, and so on. In fact, in these civilian lamps, for the LED lighting business is very simple, after all, LED is a light source, as long as the civil aspects of the lamp light source to LED lighting is not resolved?

Therefore, for us, what is more important is that in the development of the civilian market, products must be sold in accordance with the wholesale channels, rather than take it for granted, so that our channel strength can be consolidated, stable, and can adapt to the market more quickly. Channel providers can rely more on us and the development momentum is even more abundant.

Using talent to develop market segments

Maybe some LED lighting companies have already established some relatively high-quality wholesale channels before us. In fact, we do not need to panic and fear this time. We can use our brand and our price butcher's title to cooperate with wholesale distributors. Even if the business is not completed, righteousness is right. Maybe one day, people will figure out how to cooperate with us?

In fact, this idea is still possible! Because, the price of LED lighting companies that previously cooperated with high-quality wholesale dealers will certainly not be very low. In the case of the same quality, and your price and brand popularity are better than each other, this is the only reason to make money. For wholesale distributors, it is not a bad thing to try to run more than one brand, and it may also help them to expand more markets and develop their distribution channels in a certain degree.

At this time, we have become more and more calm. After we have obtained cooperation with more mature wholesale channels, we have to better understand the market and serve our customers well, and at the same time, in order to establish our model market, our previous market operations work. It is necessary to send relevant business personnel to assist wholesale distributors in expanding their markets. The deeper meaning means that brand education and product education for distributors from a professional point of view, which has very great benefits for our follow-up development. Because according to the author's current information, there are very few LED lighting companies will send related business personnel to help wholesale channels to expand the market, even if the dispatch is also very little understanding of LED lighting technology and products, it is difficult It is a terrible situation to reach the education of distributors.

It can be seen that if you establish a model market and send business personnel to help expand the market, in fact, to a certain extent, it is a market segmentation for competitors. This is also an integral part of the brand marketing plan and is worth referring to.

Establish a brand to form a butterfly effect

"A butterfly in the tropical rainforests of the Amazonian Amazon River in South America occasionally flaps a few wings and can cause a tornado in Texas two weeks later." The beautiful butterfly effect actually raises prices for LED lighting companies. When the butcher started, it was also the first step a brand started to set.

Of course, we can't do anything after brand awareness. In fact, we generally believe that there are three brands: popularity, reputation, and loyalty. Therefore, when our popularity starts to increase, our brand reputation and loyalty have to be carried out simultaneously, and it takes more manpower, material resources and time.

The so-called Rome was not built in one day. The brand is the same and it takes time. Therefore, once we move from the engineering channel to the wholesale channel, our LED lighting companies will have to be more steadfast in their awareness and attitude of doing the brand for a hundred years. Adhering to it is victory. The world is still possible.

Therefore, after the establishment of the model market, we must continue to spread our brand-building butterfly effect in the national market step by step. Why can't we go in one step? Because our funds are limited, it is not so easy to want to do a national market now. The competition is too fierce. We can see from the competition in the engineering channels that the competition among wholesale distributors is even more needless to say.

However, we can start by building a good marketing team, create favorable conditions for the marketing team through good market mechanisms and corporate environment, because only in this way can we expand our national market faster and faster.

LED lighting is currently expected to enter the tens of millions of households may not be very satisfactory, perhaps the main reason is that LED lighting prices are generally high, but if companies dare to raise the price of butcher flags, willing to do first One, I think the chance of success is still very big, after all, the Chinese market has become the world's second largest market, from the population is the largest market. In the current situation of the A-share market is uncertain, blindly seeking listing is not necessarily the best, you can try to do the wholesale channel market, and expand the civilian LED lighting.