LED lamps become more difficult to enter home lighting. Channel construction is the key
[China Building Materials Network] In the past half year of 2011, the LED home lighting industry has not seen a good market. Just in May of this year, the major home lighting brands collectively made efforts to hold dealer meetings. Relevant strategic positioning, product planning, talent reserve, and channel strategy gradually surfaced. A battle for breakout has been quietly opened. prelude.
He Zaihua, a senior researcher at China Investment Consulting, pointed out that a very real problem facing home lighting is channel construction. Channel construction not only faces high cost, but also faces fierce market competition. In recent years, in first-tier cities such as Beijing, Shanghai and Shenzhen. LED household lighting penetration rate has not seen a large-scale increase. Before this, many companies actively explored second- and third-tier cities with broader market prospects, but the cost problem caused by channel sinking seriously hindered the market expansion.
Observing the profitability of lighting companies in 2010, enterprises with brand effect and excellent channels are the main profit-makers in the market, but it can also be seen from various cost expenditures that channel construction costs in second- and third-tier cities account for total sales. The ratio has exceeded 20, which is not affordable for SMEs. It must be said that the high cost of channel construction, the cumbersome intermediate links, and the lack of marketing strategies are all limiting factors that hinder LED penetration into home lighting.
According to the “2011-2015 China Semiconductor Lighting (LED) Industry Investment Analysis and Forecast Report†released by China Investment Consulting, in order to get rid of the external and internal negative factors, the overall home lighting industry adopted the adjustment strategy in the first half of 2011. Strategies such as positioning, product development, marketing models, channels and talents have all sought to break through with positive attitudes. The prospects for home lighting are still very broad, especially after LEDs are cut into indoor lighting, the market potential is even more limitless.
Zhang Yulin, research director of China Investment Consulting, pointed out that from the perspective of the big environment, there is a downturn in the overall home market. Before LED lighting has entered the era of civilian prices, the resistance of LED home lighting promotion should not be underestimated. At present, the rising cost of the industry has greatly affected the quality and credibility of LED lamps, which has weakened the confidence of consumers and has had an extremely bad impact on the development of the entire industry. Not only is the small enterprise suffering from quality crisis, but also the brand enterprises are facing credibility crisis. In the future, in the development of the LED lighting market, more attention should be paid to the high-quality performance of the products.
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