Channel is king has been lighting industry regarded as a benchmark standards, who owns channel who has the absolute market occupying power, throughout the lighting market channel war, the war continued, smoke everywhere, but who is difficult to say for absolute victory party, both traditional distributors to snatch war, outright War Engineering channels or is the new Jin war business war, every fight is suffer heavy casualties, mentally and physically exhausted.
The dealer channel: investment is not easy to maintain loyalty
2014. The Spring Festival is over, lighting enterprises of various dealer meeting on the Peter Voldemort in bloom everywhere, way is to release new products, propaganda enterprise brand image, maintain existing distributors loyalty. Another important reason is that the general trend of expansion, attract new distributors.
But the actual effect is not obvious in many enterprises, spent heavily to create a lively scene is the signing of a handful of flower briefly as the broad-leaved epiphyllum, dealers, follow-up dealer contract is scanty.
May have big brand good reputation of the lighting business investment still has certain advantages, but keep the dealer loyalty still is these enterprises to avoid embarrassment and dealers to chop and change the habit of "bad", let a lot of lighting enterprises have to adopt tough prevention measures, the NVC lighting, Op lighting these lighting bigwigs is one after another for its dealers released "smother", expressly prohibited the Distributor shall not unlawfully engaged in conflict with the NVC, Op household commercial lighting class of the brand.
Compared to large enterprises to maintain dealer confusion, small and medium-sized enterprise of lamps and lanterns is facing in the channel expansion still stays in the investment difficult, incurs the good business more difficult stage, either companies to recruit suitable or have the strength of dealers, or provoke the loyalty of distributor and distribution power are divided into ten Co., leading to the terminal product sales weak, some enterprises even in the market groping three to five years, still failed to establish a perfect sales network.
The channel: hidden human brand to play trick
Current market many projects of the lighting project is through the tender to select the lighting suppliers, in addition to compare the prices and parameters of rigid targets, project bidding also used to beat the cards, this also let some Maoni undercurrent surging. In order to successfully win the championship, and some enterprises will strengthen and responsible personnel of invite public bidding of "interactive", can influence the tenderee to select personnel, has become a lot of enterprises "public" object, in price, parameters in similar circumstances, tender side will tend to the Laishi enterprise. In the increasing and declining cost price
Under the background of market, some enterprises is difficult in the engineering project of the human hand and cost, which also led to these enterprises in channel engineering is difficult to break, and the project generally like familiar products, with the passage of time, some in advance with the project enterprise is with the project missed.
Electricity supplier channels: "easy to fight traffic limelight is not easy
With the rapid rise of the electricity supplier Taobao, a lighting industry can not avoid the topic, lighting enterprises also started electricity supplier war, and the Vietnam War worse.
To join the business, enterprises have to hire, both Chau Ming shares the powerful combination of Hanyuan, rely on lynx, Jingdong professional shopping platform by the stone of its mountain, the trick, and the enterprise is alone self build electronic business platform.
But the push into the enterprise business is hard to be relaxed, electricity is indeed block difficult to chew bones, and has the trend of investment business enterprise, facing the electricity supplier, it is have a stock food tasteless but wasteful to discard the miserable feeling.
And let these companies produce the sad reminder of the main reason is still online and offline contradiction, online platform for offline entity experience efforts, there seems to be a solution doesn't open the knot: because of online and offline business cost structure is not the same, the online business platform is difficult to find a line under the traditional channels of "insider" collusion.
In addition, the enterprise is in the fight traffic complain incessantly. In the face of thousands of lighting products, enterprise products to want to stand out from the many products, attract consumers perspective, the enterprise must flow in the limelight, but flow interception involves to click rate, exposure rate and other factors, and just try to electric lighting enterprises want to in a short period of time the limelight is simply impossible.
Although channel war is not good, but the battle was imminent, lighting enterprises had to bite the scalp rushed forward, shuiyiqian daoyiwan, product quality and good reputation is always enterprises to deal with the war of magic weapon of choice. Therefore, both the reseller channel, channel engineering, commercial channels, or both, enterprises the status quo not from the rule of the Pope is practicing internal strength, plus clever marketing means, winning a cinch.
