LED tube market and channel division
At present, the LED tube market is divided by price, and its products present a three-polarized pattern: the first is low-priced products, mostly retail-oriented, and the merchants that produce these products are mostly small businesses or workshops, and they have no brand awareness at all. Focusing only on sales, they started shopping on the price, even if the profit of a lamp tube is a few cents, it is often difficult to guarantee the quality of these low-priced products. The second type is mid-priced products. This type of manufacturer has a strong scale and outstanding cost performance, while the brand reputation needs to be tested in the channels. The main reason is to set up logistics centers across the country and focus on distribution channels. The third type is products with mid-to-high-end prices, mainly for supermarket chains and municipal engineering customers. They have higher price positions in the market, such as Philips, NVC, Sanxiong·Aurora, Sunshine, Honeywell Longneng, etc. Light tube. These brand companies mainly follow the quality route, are well-known, have large sales in engineering, and have relatively large profit margins. At the same time, channel research has also shown a "three-pole" trend. The "Sanhua Region" is the first choice for sweet pastry, followed by the Southwest and Northeast. More than 80% of the manufacturers are currently not optimistic about the Northwest market. The main issue is the level of consumption and consumer acceptance. The coast is still the main battlefield, and it is also the foothold of the led tube brand to start the national battle.
Marketing channels are a unified consortium composed of suppliers, producers, wholesalers and retailers. The process of marketing channels includes: physical process (logistics), ownership process, payment process (payment flow), information and promotion process. American marketing authority Philip Kotler: "Marketing channels refer to all enterprises or individuals that acquire or help transfer ownership of a certain kind of goods or services when they move from producers to consumers. Simply In other words, marketing channels are specific channels or paths through which goods and services are transferred from producers to consumers.
Chinese name marketing channels Foreign name marketing channels
The first-level channel includes a channel middleman. In the industrial product market, this channel middleman is usually an agent, commissioner or distributor; in the consumer product market, this channel middleman is usually a retailer.
The secondary channel includes two channel middlemen. In the industrial product market, these two channel middlemen are usually agents and wholesalers; in the consumer goods market, these two channel middlemen are usually wholesalers and retailers.
The third-level channel includes three channel middlemen. Such channels mainly appear in daily necessities with a wide range of consumption, such as meat products and packaged instant noodles. In the IT industry chain, some small retailers are usually not the service targets of large agents. Therefore, first-level professional distributors are derived between large agents and small retailers, and a three-level channel structure has emerged.
