How Traditional Enterprises Enter the LED Wave

The current lighting market is arguably separatist. The regional market is not divided according to the municipal level. Basically, it is one or two businesses with strong strengths. The giant is not necessarily suitable for its own brand positioning. At the same time, there are small businesses in the regional market. The company's bosses are basically from lighting companies or large engineering companies. Although these bosses are not very strong in capital, they have relatively professional lighting knowledge and have certain high-end customer groups. Can make breakthroughs and gains in the LED wave.

However, the current market situation is like a mess, customers may not know where their direction, how to find a breakthrough in this situation, it is particularly important.

Clearly identify and improve service quality

Traditional engineering companies basically position their company types as sales companies, rely on a small number of business people and do business on their own, and the company provides a full range of services from business foundations to delivery receipts.

In the moment, we must be positioned as a service company. Whether it is sales or service, as the company's boss must be the company's business knife, is rushing in the front, the most lethal a knife. In sales companies, the ability and sales of business personnel are proportional. At present, it is difficult to find a sales person with industry knowledge and strong business skills, because such people either have a stable job or have started a business. If recruiting new recruits for a long period of time, it will not necessarily be effective. If it is positioned as a service-oriented company, the structure of the staff is different. The boss still stands at the front line as a business knife, and is the largest and best salesman. At this time, only one team is needed to serve the largest salesperson.

In Shanghai, there is a KA chain company. There are about 40 people in the whole company. The salesman is only one person. In recent years, the sales volume has been between 80 million and 100 million. Everyone can't help but ask: What do the rest of the people do? The remaining people do the service. The company has specialized personnel to test the lighting effects and has special responsibility for design. Personnel, who are in charge of communicating with the bills and the supply chain, and even those who are responsible for the delivery of the goods, are all working together to provide services. The quality of services naturally goes up. In terms of business, the boss has taken 80% of the time to face 20% of the important things, and the road is getting wider and wider.

Draw a diagram to find the right customer

A lot of customers, very mixed, how to find the right customer?

You can find a suitable customer by drawing a customer relationship roadmap. First of all, what customers are in the regional market, what are the types of customers, tooling, home improvement or other? Which customers are aware of, which are not known, which are related, which are not related? To what extent does it need to deepen? How to deepen and deepen to what extent it does not matter if there is a way to establish a relationship? To find out what relationship to build, no way to find out how to build relationships and how to attack, what is the first move? If you do not do the second trick? Through the system's grooming will naturally come out of a system of customer relationships.

Cross-border Coalition to Realize Resource Sharing

The object of the alliance is for those who do high-end bathroom, wallpaper, custom furniture and other businesses. However, this kind of alliance must have someone who wears needles to make connections, go through screenings, and choose through common activities. Establish a certain feeling and then realize resource sharing. Because the industry is not the same, there will be no competition, but we must pay attention to: The sharing of resources must not involve the interests. Only in this way can we help each other and develop together. Of course, the stages are different, and what we want to do and what we want to do will be different. At least under such current market changes, this approach can also allow small, professional industries within 3-5 years. The lighting engineering company goes further.

Four Specialized Personnel Channels Extend Coexistence Marketing Model Innovation Breaks Homogeneity LED projects in the industry can now be described as "spring bamboo shoots" (there are more than 7,000 enterprises that are said to be in record), followed by one after another. However, some experts said that the next step, the large-scale collapse of LED will certainly come.

At this stage of the homogenization of the LED market, how to carry out marketing model innovation? Lighting industry leaders today, and both are in the marketing model dare to be the world's first enterprise, such as Op, starting with kitchen and toilet lights, in the channel's In detail, intensive cultivation can be described as ingenious; NVC Lighting is also foresighted in integrating the channel model, capital, and industrial chain. Homogeneous LED companies, only in the marketing mode, take the channel mode of innovation is one of the better way out.

Some experts said that in the future, there are two types of enterprises that are kings of market competition, and one is a technology-driven enterprise driven by capital. They produce relatively stereotyped products, and their technology and cost are their core competitiveness. The second category is applied to LED light environment applications. Their competitive advantage comes from a deep understanding of the light environment and a deep insight into human nature. The author thinks this is generally true, but in terms of timeliness, many LED companies have already achieved success and cannot create competitive advantages in products and capital in the short term. What should we do?

Innovation in the channel model is one of the way out. The innovation of the channel model comes from two aspects. The first is the distribution of benefits in the agency model, which means closer cooperation with dealers; and second, the breakthrough in the breadth, depth, and saturation of channels. Effective coverage of the channel for end users.

Specialist professional specializes exclusively

Specialist is to ensure that agents can focus their manpower on the agency’s brand. In this way, the brand operation of the agent can be successful in a short period of time. That is to say, in the construction of the team, the agents implement the business division system, different teams, operate different brands, and different brands, as a single profit center. Professionalism is to protect the dealer's trader (or his/her own) and the team's ability to perform the job. The dealer's traders are generally those who have many years of experience in the industry. Concentration is to ensure that dealers do their best. It is the most critical and indispensable element of the four special requirements. Special funds are relatively simple, and it is to ensure that the independent business department funds are earmarked for special purposes.

Then, how can the current lighting industry find the ideal "four-specialized agents"? To attract professional professional managers with strong professional capabilities to cooperate. It is a joint venture with a senior professional manager cultivated by the company itself to set up a stock company. Enterprises can use stocks as stocks, professional managers are responsible for warehouses and personnel recruitment, and account for small stocks. Both sides share risk sharing. Of course, in the early stages of operations, companies may have some control measures to avoid risks.

Channel extension coverage

LED market development, most companies are investing in the traditional lighting market, in fact, out of the industry, there are many very broad market, great accomplishments.

For example, hardware professional channels, data show that Philips Lighting's distribution in the hardware channel accounted for about 30% of its share, this is a large, relatively primitive market competition; such as KA channels; such as wire and cable professional engineering dealers, they The engineering operation capability is much higher than that of lighting industry distributors; for example, in the township distribution market, with the urbanization of rural areas, it is said that the investment scale of RMB 40 trillion will start. How do you connect with the township market in the channel model? are you done?

The innovation and breakthrough of the channel model are far more than these. Breakthrough of the channel is the key to the breakthrough of the LED market and circulation. The king of the LED market competition is bound to be the power of capital, products, and technology, and it will take the lead in the industry in innovation in the channel model.