LED products industry chain in China, more is applied. Unfortunately: inside the LED industry, understand technology do not understand the design, manufacture do not know understand the design, manufacturing know do not know marketing. As a chain of intermediate chain, if not integration of technology, design, manufacturing, marketing, basic LED lighting can not win this competition.
For the channel in terms of investment, we must study the channel's core interests and the common core interests and differences. Currently, LED lighting companies must join forces upstream chip manufacturers improving information and education, integrating itself into the lighting industry, the joint strength of the distributors, and lighting design through decorative design, the product sold.
With the traditional lighting products marketing is different, LED lighting, marketing, end-users more of a government agency. Therefore, relationship marketing as a core marketing concept inevitably affect the LED lighting industry.
However, even if the relationship marketing strategy, but also tactics. Channel access must be improved before it can play a role. So, how to build a model of marketing of LED lighting, LED lighting products to complete the channel investment, is the most critical. This allows us to return to the origin of the Chinese-style marketing: channels for the king.
First, the domestic LED lighting business opportunities
1 domestic LED lighting industry still does not appear true market leader in enterprise, but the industry is capital-and technology-intensive industries.
2. LED lighting in the ascendant, with more reference patterns and greater integration platform; state, "Ten thousand ten cities" project of LED policy support opportunities, "Rail-based" large-scale construction of public facilities and areas of GEM release policy-oriented operations such as capital, highlighting the opportunity to guide national policy.
3 in the national industrial policy guidance support, product innovation, channel innovation, and so there is space in the industry can operate.
4 to bring financial strength and R & D advantage, before making any decisions, you can achieve a more efficient and more cost-effective channel investment and engineering sales channels, and thus the channel in the industry accounted for an edge in battle plunder.
5. LED lighting market is huge and bright prospects, with less overall competitive strength of the brand, many second and third line of LED lighting companies generally remained at a low level of price competition stage, the lack of awareness of the system and methods of marketing, the domestic market has not yet formed the powerful leadership of brand
6 large-scale professional manufacturing advantages, can be more cost-organization supply chain; marketing system more efficient adjustment can change channels to expand investment and enhance market front-line execution!
7 industry, enterprises need to break through the existing in-house marketing and management concepts, dare to meet market challenges, rather than passive loss of market opportunities.
Second, the threat of domestic LED lighting business
1. LED lighting revolution, the rise of industry marketing, brand integration, faster, stronger competitors involved in engineering, roads, outdoor lighting market.
(2) industry, increased competition for talent and the stability of personnel involved in the project.
3 edge channel distributors and increased competition for resources in the construction work.
4 capital, technology, competition and channel three resources more complex configuration changes.
5 companies in the industry, marketing and brand building lagging degree of attention, if not in the short period of time quickly to seize market resources, then it may be to block competitors in the bud stage.
6 good program must have a good marketing plan can execute. Sales Executive is the most important. Can perform unified marketing program and is the key to success.
7 This is a war of aggression.
Third, the domestic LED lighting business direction of the core problems and solutions
1, the brand positioning (product positioning, market positioning)
2, the marketing team and marketing system of construction projects (recruitment, training, management, evaluation)
3, large customer projects direct
4, the supply chain to create and market high-quality investment channels are classified
5, brand building and media, the show spread
Fourth, the domestic LED lighting company's marketing strategy
(A), product strategy
1 to focus on manufacturing R & D and quality control system, quality management, professional project managers to attract new talent to strengthen professional supply, especially for projects supporting the purchase and sale of products to add.
(2) LED lighting market segments, combined with practical lighting applications, design products (emphasis consider LED lighting products, chips, light, heat, power supply four core issues)
(B), pricing strategy
1 market-oriented pricing, combined with cost and channel profits into account.
(2) an appropriate increase in the relative levels of competitors, profit margins in order to improve the primary dealers to push the initiative.
3 to implement a unified national system of professional products area and wholesale agents, removal of price dark button, guided the development of engineering and sales price, limited to high-low limits.
4 with the implementation of regional projects within the system offer price protection policy, to avoid internal bargain with each other.
(C), channel strategy (marketing and engineering)
1 up sales "engineer" business team, to expand sales channels for product counterparts.
2 sub-distribution channels:
a) Construction, Development Zone, urban construction investment company, municipal engineering, procurement, street management and so on.
b) Major landscape lighting company, lighting design companies.
c) qualified construction units at all levels of road lighting, office and other local energy-saving lighting association.
d) Local energy-efficient lighting business, street light pole production enterprises.
e) production of solar, wind power and other related products manufacturers.
3 focus on financial incentives and control, phased implementation of channel marketing activities, pay attention to the control channel inventory.
4 medium-sized projects to enhance product sales promotion.
(D), publicity and promotion strategies
1 series of "one" terminal professional promotion-based, innovative revolutionized the industry in order to channel investment as the most important means of promotion.
2 professional series lighting to highlight the flagship product display terminal lighting scenarios;
3 highlights the combination of the marketing policy of the dealer propaganda "risk-free business and grow the brand and corporate interests to ensure stability";
4 a more complete professional portfolio management for the rival channel brand publicity point of interest;
5 to the system of market operations, markets and services a model of successful promotional goals for the future Zhanjiang power channels to inspire confidence;
6 to pull the terminal stage of the sales promotional activities activate popularity;
7 in order to differentiate competitors selling products beginning with the power to enhance the professional image of Zhanjiang.
8 trying to do a few more influential model for large-scale national project to expand the performance of professional lighting propaganda point. More led products visit: www.bgocled.com
LED products industry chain in China, more is applied. Unfortunately: inside the LED industry, understand technology do not understand the design, manufacture do not know understand the design, manufacturing know do not know marketing. As a chain of intermediate chain, if not integration of technology, design, manufacturing, marketing, basic LED lighting can not win this competition.
For the channel in terms of investment, we must study the channel's core interests and the common core interests and differences. Currently, LED lighting companies must join forces upstream chip manufacturers improving information and education, integrating itself into the lighting industry, the joint strength of the distributors, and lighting design through decorative design, the product sold.
With the traditional lighting products marketing is different, LED lighting, marketing, end-users more of a government agency. Therefore, relationship marketing as a core marketing concept inevitably affect the LED lighting industry.
However, even if the relationship marketing strategy, but also tactics. Channel access must be improved before it can play a role. So, how to build a model of marketing of LED lighting, LED lighting products to complete the channel investment, is the most critical. This allows us to return to the origin of the Chinese-style marketing: channels for the king.
First, the domestic LED lighting business opportunities
1 domestic LED lighting industry still does not appear true market leader in enterprise, but the industry is capital-and technology-intensive industries.
2. LED lighting in the ascendant, with more reference patterns and greater integration platform; state, "Ten thousand ten cities" project of LED policy support opportunities, "Rail-based" large-scale construction of public facilities and areas of GEM release policy-oriented operations such as capital, highlighting the opportunity to guide national policy.
3 in the national industrial policy guidance support, product innovation, channel innovation, and so there is space in the industry can operate.
4 to bring financial strength and R & D advantage, before making any decisions, you can achieve a more efficient and more cost-effective channel investment and engineering sales channels, and thus the channel in the industry accounted for an edge in battle plunder.
5. LED lighting market is huge and bright prospects, with less overall competitive strength of the brand, many second and third line of LED lighting companies generally remained at a low level of price competition stage, the lack of awareness of the system and methods of marketing, the domestic market has not yet formed the powerful leadership of brand
6 large-scale professional manufacturing advantages, can be more cost-organization supply chain; marketing system more efficient adjustment can change channels to expand investment and enhance market front-line execution!
7 industry, enterprises need to break through the existing in-house marketing and management concepts, dare to meet market challenges, rather than passive loss of market opportunities.
Second, the threat of domestic LED lighting business
1. LED lighting revolution, the rise of industry marketing, brand integration, faster, stronger competitors involved in engineering, roads, outdoor lighting market.
(2) industry, increased competition for talent and the stability of personnel involved in the project.
3 edge channel distributors and increased competition for resources in the construction work.
4 capital, technology, competition and channel three resources more complex configuration changes.
5 companies in the industry, marketing and brand building lagging degree of attention, if not in the short period of time quickly to seize market resources, then it may be to block competitors in the bud stage.
6 good program must have a good marketing plan can execute. Sales Executive is the most important. Can perform unified marketing program and is the key to success.
7 This is a war of aggression.
Third, the domestic LED lighting business direction of the core problems and solutions
1, the brand positioning (product positioning, market positioning)
2, the marketing team and marketing system of construction projects (recruitment, training, management, evaluation)
3, large customer projects direct
4, the supply chain to create and market high-quality investment channels are classified
5, brand building and media, the show spread
Fourth, the domestic LED lighting company's marketing strategy
(A), product strategy
1 to focus on manufacturing R & D and quality control system, quality management, professional project managers to attract new talent to strengthen professional supply, especially for projects supporting the purchase and sale of products to add.
(2) LED lighting market segments, combined with practical lighting applications, design products (emphasis consider LED lighting products, chips, light, heat, power supply four core issues)
(B), pricing strategy
1 market-oriented pricing, combined with cost and channel profits into account.
(2) an appropriate increase in the relative levels of competitors, profit margins in order to improve the primary dealers to push the initiative.
3 to implement a unified national system of professional products area and wholesale agents, removal of price dark button, guided the development of engineering and sales price, limited to high-low limits.
4 with the implementation of regional projects within the system offer price protection policy, to avoid internal bargain with each other.
(C), channel strategy (marketing and engineering)
1 up sales "engineer" business team, to expand sales channels for product counterparts.
2 sub-distribution channels:
a) Construction, Development Zone, urban construction investment company, municipal engineering, procurement, street management and so on.
b) Major landscape lighting company, lighting design companies.
c) qualified construction units at all levels of road lighting, office and other local energy-saving lighting association.
d) Local energy-efficient lighting business, street light pole production enterprises.
e) production of solar, wind power and other related products manufacturers.
3 focus on financial incentives and control, phased implementation of channel marketing activities, pay attention to the control channel inventory.
4 medium-sized projects to enhance product sales promotion.
(D), publicity and promotion strategies
1 series of "one" terminal professional promotion-based, innovative revolutionized the industry in order to channel investment as the most important means of promotion.
2 professional series lighting to highlight the flagship product display terminal lighting scenarios;
3 highlights the combination of the marketing policy of the dealer propaganda "risk-free business and grow the brand and corporate interests to ensure stability";
4 a more complete professional portfolio management for the rival channel brand publicity point of interest;
5 to the system of market operations, markets and services a model of successful promotional goals for the future Zhanjiang power channels to inspire confidence;
6 to pull the terminal stage of the sales promotional activities activate popularity;
7 in order to differentiate competitors selling products beginning with the power to enhance the professional image of Zhanjiang.
8 trying to do a few more influential model for large-scale national project to expand the performance of professional lighting propaganda point. More led products visit: www.bgocled.com
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