How to build sales channels for LED lighting products?
It is understood that the current channel construction of LED commercial lighting products is mainly concentrated in the primary and secondary distribution markets, and it may not be the time to subdivide channels, and LED commercial lighting is mostly positioned for high-end customers and high-end projects. The final market and orders of LED commercial lighting benefit from the promotion of these "hidden channels" by designers, engineering design companies, and home improvement design companies.
Channels and sales strategies of LED lighting products
According to industry insiders, the current sales channels of LED lighting products mainly include OEM, engineering, retail and export.
OEM is mainly the way that small factories make OEM processing for large companies, or the way that LED lighting manufacturers make processing for traders. This is very common in Zhongshan, Shenzhen and its surrounding areas. This is the first choice for LED lighting companies that have no sales channels, and the volume is very large. Of course, OEM is by no means the patent of small companies. Many large groups and even listed LED lighting companies have their own broad sales channels. They are also the OEMs of other international giants of LED lighting, such as Hong Kong Zhenmingli, which is supplied by Philips and Osram. business.
Export export
Due to the huge demand for LED lighting products in foreign markets such as Europe, America and Japan, export has always been the main way for many domestic LED lighting companies. There are currently four sales models generally adopted for export: led lighting exhibitions, relying on led lighting foreign trade companies to go to sea by boat, online sales, and recruiting foreign salesmen for sales.
Foreign trade company
Relying on foreign trade companies to borrow ships to go to sea, foreign trade companies are also important sales intermediaries for led lighting companies, so many companies rely on foreign trade companies for their main business sources. The better the business channels of foreign trade companies, the better the business of LED lighting manufacturers, otherwise the situation is worrying.
Exhibition exhibitors
Participation in every exhibition (especially the export led lighting exhibition) is the main marketing model adopted by many companies. Although this model belongs to the door-to-door type of waiting for customers, it is still an active marketing type because it has already stepped out of the house or even out of the country. Image creativity and the availability of attractive new LED lighting products have become important magic weapons for determining the harvest. Of course, the influence and radiation of the led lighting exhibition itself are also very important.
Engineering channel
As the country advocates energy conservation and emission reduction and conforms to the inevitable trend of conforming to international practices, the engineering field has also set off a replacement frenzy. Hotels, street lights, and institutions have begun to use LED lighting products in large quantities, so engineering channels have become the main market for LED lighting manufacturers in recent years.
Internet sales
Today's e-commerce is developing very rapidly, whether it is Taobao or the company's own website, it has become an important means of sales. It is said that the LED lighting products sold by Taobao through the Internet last year amounted to 1 billion yuan. Therefore, it is very important to use the Internet as a tool for today's led lighting enterprises.
Retail channel
At present, the retail channels mostly adopt agency and distribution methods. Therefore, divergent goods are still the main mode adopted by LED lighting manufacturers in retail. Some LED lighting manufacturers adopt the operation mode of direct operation or image flagship store. For example, Aiya adopts direct operation and Zhen Mingli adopts image flagship store. They even bought properties in Beijing and Tianjin to carry out their image. Construction. Generally speaking, the profitability of specialty stores and image stores should not be particularly ideal at present. Therefore, it is recommended that small companies, if their financial resources do not allow it, should not take such risks for the time being. Large LED lighting companies with sufficient financial resources can intervene in advance to warm up the market. The current monopoly development momentum is very good is Zhongshan Daguang Lide, there are already 6 LED lighting stores in the renovation, and the other 4 businesses have signed contracts.
Recruiting foreign salespersons for sales All companies that attach importance to foreign sales have hired at least one foreign trade commissioner today, and some have even set up a large LED lighting export department. These elves who are good at using multiple languages are active on various occasions and become the bridge and an important promoter of led lighting manufacturers to connect to the world market. They are also "hot goods" in the current led lighting market.
The LED lighting channel is still in the midst of the continuous maturity of the lighting industry, constantly summing up practical experience. Moreover, as the lighting application groups gradually become more widely accepted and used, the construction of LED lighting channels will suddenly become clear.
