[Source: "High-tech LED-Lighting Market" October issue]
Many listed companies that originally focused on the middle and upper reaches also began to “snoop†on the finished products and involved in channel construction. The experience of these big men in this area is close to zero, but it is not bad money. In their words: the problem that money can solve is not a problem.
However, the application of the channel is the shortcoming, so they inadvertently found that in the past, the traditional lighting channels were furious, and the savvy marketers were not “wild grasses†but “jewelsâ€.
Ever since, these LED lighting companies have dug up in the north and south, and they have been studying day and night. After a round of debates on the House of Lords, the House of Commons, and the opposition parties and the opposition parties, they have turned around and finally returned to the traditional keyword--shop. Open a store and open a store.
The people with traditional lighting stood at the door and smiled. They just smiled and bitter: the person who digs me, the gun that made me, and the last place to grab my site? !
The listed stores of the listed companies naturally want to “highly fight high†and select the first-tier cities such as Beishangguang for pilot projects. The consumption penetration route of the high-end LED products is inevitably first provincial and city after the provincial capital, first coastal and inland.
The above-mentioned offensive direction is correct, however, a series of problems have emerged: the product line is not full enough, the product portfolio lacks arms and legs; the agent is not willing to do inventory; the direct mode has no background data reference, the blind person touches the image; the single door is pure The construction cost of the store is too high; the dwelling agent's head office can only get a piece of exhibition board, and there is a face loss; the application field model project is zero, and the local relationship is still being established; the marketers who have been rushed to dig still need training, provincial level The agent has been urging people to send sales together; the product homogeneity makes the publicity highlights lacking, and between the professional and the mass media...
Obviously, the problem that money can't solve has emerged.
The traps experienced by traditional lighting companies in opening specialty stores, LED has not been spared from this "surrounding city" because of its "revolutionary new light source" title.
The traditional lighting stood at the door and laughed. This time, the smile was a bit sympathetic and deep: in the face of the thorns of the monopoly, LED listed companies were not spared. What should my generation do?
As early as 2009, there were a number of LED application professional brands in the lighting industry base to start planning a tour of the store. Three years have passed, and very few companies are able to position themselves accurately, hold back the pressure, and be able to “stay steadyâ€; a small number of shops open dozens of stores, no longer expand, they have to go to the store; most of them barely support, show the main, real Invalid.
In this case, even if the company is “moisturizingâ€, its specialty store should actually be a monopoly “pointâ€, most of which are shop-in-shops, that is, in the form of a monopoly area, a display board, and a showcase, rather than a pure brand-name store. .
Brand monopoly, franchise, as the name suggests, is the marketing model for the search for the "blue ocean" of the market terminal. It is a pity that the participants, however, have attracted ubiquitous homogenization competition and are entangled with specialty stores like nightmares.
The homogenization of the styles makes the colorful aura of LEDs eclipsed. I can't remember how long it has not seen people's products on the market; OEM production, dozens of brands from the same Assembly Line, so-called technical barriers are easy Disintegration; promote the tricks of the same, let the regional managers who travel between cities use the same set of words to promote different brands; corporate culture is also a high-profile retreat to become a boss to bind employees, to excuse their own magic.
Moreover, the multi-brand operation of dealers and agents has made channel sharing a distribution center for corporate leaks and collecting opponent information. In fact, any conceivable product or marketing innovation, within three months, will find many versions of "Li Gui" in the market.
To make matters worse, in order to re-consolidate the devil into a new bottle, the "differentiation" is inevitable, and there is inevitably a homogeneity of differentiation. There is no secret industry, the brand store model may Always on the ice.
Homogenization has pulled the monopoly down the altar, but LED companies still need to monopolize, but the days of "a trick to eat all over the sky" are gone forever.
The method is always more difficult than the difficulty. What's more, LED has a new light source quality, and the road of its specialty store must be different, even if it is old bottled new wine?
In the past, some traditional lighting and lighting companies in order to make a single store profit, or regional sales growth, will always lead to "to add to the crime" to withdraw the old store to open a new store, the purpose is for the first and second purchase.
This is also one of the methods, ending with a classic quotation from Fei Ge: playing the "killing chicken and taking eggs" on the rivers and lakes, sooner or later.
Many listed companies that originally focused on the middle and upper reaches also began to “snoop†on the finished products and involved in channel construction. The experience of these big men in this area is close to zero, but it is not bad money. In their words: the problem that money can solve is not a problem.
However, the application of the channel is the shortcoming, so they inadvertently found that in the past, the traditional lighting channels were furious, and the savvy marketers were not “wild grasses†but “jewelsâ€.
Ever since, these LED lighting companies have dug up in the north and south, and they have been studying day and night. After a round of debates on the House of Lords, the House of Commons, and the opposition parties and the opposition parties, they have turned around and finally returned to the traditional keyword--shop. Open a store and open a store.
The people with traditional lighting stood at the door and smiled. They just smiled and bitter: the person who digs me, the gun that made me, and the last place to grab my site? !
The listed stores of the listed companies naturally want to “highly fight high†and select the first-tier cities such as Beishangguang for pilot projects. The consumption penetration route of the high-end LED products is inevitably first provincial and city after the provincial capital, first coastal and inland.
The above-mentioned offensive direction is correct, however, a series of problems have emerged: the product line is not full enough, the product portfolio lacks arms and legs; the agent is not willing to do inventory; the direct mode has no background data reference, the blind person touches the image; the single door is pure The construction cost of the store is too high; the dwelling agent's head office can only get a piece of exhibition board, and there is a face loss; the application field model project is zero, and the local relationship is still being established; the marketers who have been rushed to dig still need training, provincial level The agent has been urging people to send sales together; the product homogeneity makes the publicity highlights lacking, and between the professional and the mass media...
Obviously, the problem that money can't solve has emerged.
The traps experienced by traditional lighting companies in opening specialty stores, LED has not been spared from this "surrounding city" because of its "revolutionary new light source" title.
The traditional lighting stood at the door and laughed. This time, the smile was a bit sympathetic and deep: in the face of the thorns of the monopoly, LED listed companies were not spared. What should my generation do?
As early as 2009, there were a number of LED application professional brands in the lighting industry base to start planning a tour of the store. Three years have passed, and very few companies are able to position themselves accurately, hold back the pressure, and be able to “stay steadyâ€; a small number of shops open dozens of stores, no longer expand, they have to go to the store; most of them barely support, show the main, real Invalid.
In this case, even if the company is “moisturizingâ€, its specialty store should actually be a monopoly “pointâ€, most of which are shop-in-shops, that is, in the form of a monopoly area, a display board, and a showcase, rather than a pure brand-name store. .
Brand monopoly, franchise, as the name suggests, is the marketing model for the search for the "blue ocean" of the market terminal. It is a pity that the participants, however, have attracted ubiquitous homogenization competition and are entangled with specialty stores like nightmares.
The homogenization of the styles makes the colorful aura of LEDs eclipsed. I can't remember how long it has not seen people's products on the market; OEM production, dozens of brands from the same Assembly Line, so-called technical barriers are easy Disintegration; promote the tricks of the same, let the regional managers who travel between cities use the same set of words to promote different brands; corporate culture is also a high-profile retreat to become a boss to bind employees, to excuse their own magic.
Moreover, the multi-brand operation of dealers and agents has made channel sharing a distribution center for corporate leaks and collecting opponent information. In fact, any conceivable product or marketing innovation, within three months, will find many versions of "Li Gui" in the market.
To make matters worse, in order to re-consolidate the devil into a new bottle, the "differentiation" is inevitable, and there is inevitably a homogeneity of differentiation. There is no secret industry, the brand store model may Always on the ice.
Homogenization has pulled the monopoly down the altar, but LED companies still need to monopolize, but the days of "a trick to eat all over the sky" are gone forever.
The method is always more difficult than the difficulty. What's more, LED has a new light source quality, and the road of its specialty store must be different, even if it is old bottled new wine?
In the past, some traditional lighting and lighting companies in order to make a single store profit, or regional sales growth, will always lead to "to add to the crime" to withdraw the old store to open a new store, the purpose is for the first and second purchase.
This is also one of the methods, ending with a classic quotation from Fei Ge: playing the "killing chicken and taking eggs" on the rivers and lakes, sooner or later.
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