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Every change in the economic environment will inevitably lead to a revolution in the development model; and the revolution in the development model will inevitably lead to changes in marketing methods; changes in marketing methods will also bring about the transformation of enterprises. As the country attaches great importance to energy conservation and emission reduction, the development of LED lighting has become crucial. Coupled with the rise of urban transformation in recent years, the hosting of large-scale events, and the rise of landmark buildings, engineering lighting has injected new vitality into this industry.
After a number of lighting companies suffered losses in successive years, they relied on engineering channels to create a bloody road, and their main business was also facing changes. This seems to be the scent of the people, and how can we win after the vassal? Engineering channel = high profit? How to stand out in the engineering market, how to choose the engineering channels and distribution channels, and more and more real problems have come to the forefront. The interests and disputes in the engineering market need to be addressed.
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LED lighting engineering channel = high profit?
At present, the degree of industrial relevance is increasingly strengthened, interlocking, and the whole body is moving. The LED lighting industry has opened up a magic spell, and the chain reaction is continuing. If the lighting industry wants to be bigger, the engineering channels will be inseparable anyway. The LED market is the fastest growing in the lighting sector and has the largest market capacity. According to industry estimates, the overall LED lighting market in 2014 was 35.3 billion US dollars, up 47.8 compared with 2013. In 2014, the LED lighting penetration rate will also increase to 32.7, which is a blue ocean.
Among them, the engineering channels and distribution channels are not inconsistent, and the new channels for e-commerce also want to try. Of course, the engineering channel has unparalleled advantages, and the unfathomable industry unspoken rules, compared with the criticized designer channels, can be described as obvious advantages.
In the past two years, the rise of domestic large-scale renovation projects, almost all enterprises have been full of horsepower and enthusiasm. The benefits of the engineering channel need not be said. The industry even spreads that it does not open for one year and opens for one year. It is precisely because of its considerable profits that today's LED lighting engineering competition is fierce, and all companies are eyeing it.
In the development of large-scale engineering construction, many enterprises have issued such questions for engineering channels. The engineering channels are surrounded by the living space of countless lighting companies and dealers. Then, is the profit expanded or reduced? If the share of engineering channels continues to expand, will LED lighting companies become a vassal or cheap labor for urban construction under meager profits? The retail market is dying. How do LED lighting products that have not been fully tested by the terminal market establish a brand and where is the motivation for product renewal? This mode of engineering channel brings the advantages and disadvantages of the LED lighting industry? For the company, is it lore or suicide?
After all, we look at a channel model that cannot be measured in terms of short-term benefits. It should be seen whether this model is in line with the long-term development of the company, whether it can have sustainable profitability, and whether it will have irreversible negative effects. Improper mass promotion and replication.
Domestic enterprises: It is not easy to know that it is not easy to know that love is not easy. The information of engineering channels is opaque and the quantity of purchase is large. Sometimes a project can satisfy the sales of a company for several months. Some large enterprises in the LED lighting industry, engineering channels can also account for 30 or more of total sales. Although the competition is very large, due to its large profit margin, the performance is quite obvious.
For engineering channels, companies can love and hate. Love is the high-profit and benchmarking industry's wide-ranging influence. The hate is fierce competition, slow return, and unspoken rules of the industry. Behind the instinct of engineering channels, it reflects the huge cakes formed by local governments and large enterprises with strict control and effective support.
Liu Jun, deputy general manager of Guangzhou Guangya Network Technology Co., Ltd. said that the price war of the LED industry has been further squeezed by the company. The bidding project has been continuously winning at low prices, the quality of the products is uneven, and there is no brand awareness. The trend is cheap labor.
In fact, LED lighting companies have been consciously or unconsciously tied to the chariots of interest groups. If the proportion of engineering channels continues to rise, it will eventually leave only a high-end market and a low-end market with a small share. LED lighting consumption will form an M-type structure and eventually rewrite the industry landscape.
Xu Zhenfeng, general manager of Foshan Guoxing Photoelectric Lighting Division, said that engineering channels are an opportunity for many enterprises to survive, but it is also a high-risk path. This is not a problem faced by a certain enterprise, but a severe test faced by the entire industry.
Zhao Jianfeng, deputy general manager of Guangdong Huari Lighting Co., Ltd. admits that its disadvantage is that the requirements for enterprise strength are getting higher and higher, and the competition is getting bigger and bigger, so that enterprises can't receive engineering orders. In addition, although the amount of individual projects is relatively large, due to fierce market competition, the profits are not too high, coupled with the problems of quality guarantee, long capital occupation, and difficulty in returning funds, etc., so that today’s engineering companies are earning a point. Money, but the profit is not high, but the risk is great.
In this regard, BYD Lighting Channel Director He Lun also expressed his own opinion: due to the limitations of the engineering channel, the product sinking surface is not wide enough, not deep enough. After all, lighting is mainly for the public.
When talking about the favorable side of the engineering channel, He Lun summed up this: the operation of the engineering channel can enable the company to improve sales performance in a short period of time, seize the first batch of interest cakes in the market, and also make some landmark projects. Corporate branding brings benefits.
Lu Xingming, general manager of Guangdong Zhaoxin LED Lighting Marketing, told reporters that the engineering market is an important carrier for the rapid penetration of LED products into the application field. It is easier for high-quality customers to accept the price war and quality chaos in the circulation market.
Export to domestic sales: the export of good drugs to domestic sales has become a major trend in the lighting industry. On the one hand, the global economic downturn, the lack of overseas consumer confidence and consumption power make this year's export market difficult to do. The Ministry of Commerce expects that China's foreign trade situation will be more challenging in the second half of this year, and many LED exporters will turn their attention to the domestic market. On the other hand, the domestic energy-saving industry is booming, and many companies want to eat big cakes and are eager to try.
As everyone knows, export companies enter the country, and channels are a battleground. This is like a battle. It’s no exaggeration to compare channel choices to lifeline choices.
According to industry elites, the export and domestic sales models are completely different. Foreign trade is followed up after the order is received, and production can be delivered. Domestic sales need to set up different management teams and build new sales channels. The road to transformation of foreign trade enterprises is not destined to be smooth, and it is necessary to break through its own bottlenecks and cross many thresholds.
In this part of the enterprise, the engineering channel can be described as a life-saving straw for the company's soil and water. Nowadays, many export companies prefer engineering channels when they enter the domestic market. Because each order is relatively large, there is no need to continually invest in the market, and it is easy to set benchmarks.
Shenzhen Weiwei Photovoltaic Lighting Co., Ltd., which has just moved to the domestic market, has won the bid for government projects in less than one year, and has received more than 100 million LED orders. In 2014, it also achieved a very good start. The successful completion of many benchmarking projects has made Wei Wei famous in the field of LED engineering. The cannon was a golden one. Without the background and experience of the domestic engineering market, the company relied on engineering channels to create a world.
Lighting export companies have fought in China and how to deal with this complex and ever-changing environment. People who are exporting are born with a sense of superiority. They speak foreign languages, deal with foreigners, master international rules, and know more about themselves. They think they are great, but the market is realistic. The market will not buy your products because of these. .
Therefore, when LED export companies are doing domestic market, they must forget who they are and forget the success of the past. They are just a beginner. If you want to accept the customer, you need to start from the small order. As long as you can recover the cost, as long as you can establish a good benchmarking project, don't be afraid of a single small one. The exporting company must have a large-scale engineering channel in the domestic market.
Dealer: Does the fat in the project eat or not?
Jiang Jun, general manager of Linyi Xinfengda Lighting, once said that the engineering lighting market is still a piece of fat. So, what is the taste of this fat? For lighting dealers, the engineering channel has become the best fat in the business resource structure. Of course, as an idea, the merchant will not easily give up this fat.
As a piece of fat meat, the engineering channel has its own advantages that cannot be matched by other channels, but its potential high risk is not affordable to the general dealers. On the one hand, the engineering channel takes up a large amount of funds and the return period is long; on the other hand, the current stage LED terminal retail share is low, most dealers are living by engineering, and the market competition is fiercer.
In the face of engineering channels with lower and lower profits, many dealers have expressed their willingness to do so, but they still adhere to the principle of not abandoning or giving up.
Some dealers have clearly pointed out that business engineering is like hunting, hitting big prey, and the harvest is amazing. However, the project sales itself has no rules to follow, and it is good or bad. This is an era in which the time-conscious person is a handsome person. It is the right way to make the foundation and make differences.
The fat of the LED lighting engineering channel is a good way for all dealers to supplement their physical strength. This kind of thing that smells fragrant and greasy is best to combine the resources of the country to configure a reasonable output plan and construction plan. If you don't get it, you will both indigest and injure your partner. As a dealer who is still in the foundation and lacks financial ability, a planned retreat may become a strategic offensive.
Engineering channels are not equal to high profits. The pursuit and deification of blindness can only make enterprises out of the market, ungrounded, and lack the ability to respond quickly to the market. The result of this can only be led by the market, and it is difficult to upgrade to the high realm of creating new markets with new products. For some companies, the blind development pipeline is a means of self-salvation, but in the long run, it seems to be a chronic suicide.
Whether it is a high-return LED lighting engineering channel, or a high-risk LED lighting engineering channel, in short, the channel is to pay attention to the constant cultivation, often harvest. In the face of the increasingly fierce competition, and the profit is gradually declining in the market environment, for enterprises to open channels is one aspect, to achieve brand upgrades, category breakthroughs is the top priority.