The market is divided into how traditional enterprises are among the LED waves

The current lighting market is divided into groups, and the war is on fire. The regional markets are not divided according to the city level. They are basically one or two strong-selling merchants. For their own brand positioning, the giants are not necessarily suitable for themselves. At the same time, small businesses in the regional market, the company's bosses are basically from lighting companies or large engineering companies. Although these financial strengths are not very strong, but they have relatively professional lighting knowledge, there are certain high-end customer groups, all hope Can make breakthroughs and gains in the LED wave.

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

Clear positioning to improve service quality
Traditional engineering companies basically position their company types as sales companies, relying on a small number of business people and doing business themselves. The company provides a full range of services from business foundation to delivery collection.

In the moment, it is to be positioned as a service company. Whether it is sales or service, as the company owner must be the company's business knives, is the foremost, the most lethal a sharp knife. In a sales company, the capabilities and sales of business people are directly proportional. At present, it is really difficult to find a sales person with industry knowledge and strong business ability, because such a person has either a stable job or has started a business. If recruiting new people to cultivate, it will not necessarily be effective if the time is long. If you are positioned as a service company, the structure of the staff is different. The boss is still the first line in the business as a business knife. It is the largest and best salesman. At this time, only one team is needed to serve the largest salesman.

There is a company in Shanghai that is a KA chain. The whole company has about 40 people, and the salesman has only one boss. In recent years, sales have been around 80 million to 100 million. You can't help but ask: What are the rest of the people doing? The rest of the people do the service. The company has people who specialize in testing the lighting effects. There are people who are responsible for the design. There are people who are responsible for communicating with the order and supply chain, and even those who are responsible for loading and delivery. The division of labor and cooperation to do the service, the quality of the service naturally goes up. On the business side, the boss takes 80% of the time to face 20% of important things, and the road naturally goes wider and wider.

Draw a map to find the right customer
There are many customers, very complicated, how to find the right customer?

You can find the right customer by drawing a customer relationship road map. First of all, what are the customers in the regional market, what is the type of customer, tooling, home improvement or other? Which customers are aware of, which ones are not known, which ones are related, and which ones are irrelevant? To what extent does it matter, do you need to deepen it? How to deepen it and deepen it to what extent? Is it okay to establish a relationship? What is the relationship to find, there is no way to find a relationship to build a relationship, how to attack, what is the first move, what if the second move is not? Through the systematic combing, a system customer relationship diagram will come out.

Cross-border alliance to achieve resource sharing
The object of the alliance is for those who do high-end bathroom, wallpaper custom furniture and other businesses. However, such alliances must be someone to take the lead, through the activities of common hobbies to make, to screen, to choose. Realize resource sharing after establishing certain feelings. Because the industry is different, there will be no competition, but we must pay attention to: resource sharing must not involve interests. Only in this way can we help each other and develop together. Of course, the stage is different, and what we want to do and what we want to do will be different. At least in the current market changes, such a way can make small, professional in 3-5 years. The lighting engineering company went further.

Four specialized talent channels extend coexistence, marketing model innovation breaks homogenization
Nowadays, the LED projects in the industry can be described as "spring shoots" (it is said that there are more than 7,000 companies with cases to investigate), one after another. However, some experts said that the next step, the large-scale collapse of LED will be on schedule.

At this stage of the homogenization of the LED market, how to innovate the marketing model? Nowadays, the lighting industry leader is the one that dares to be the first in the marketing model. For example, Op, starting with kitchen and lighting, in the intensive cultivation of the channel, can be described as ingenious; and NVC lighting is also in channel mode, Capital and industry chain integration is far-sighted. Homogeneous LED companies, only in the marketing model, the innovation in the channel model is one of the better ways.

Some experts say that in the future, there are two types of enterprises that are the king of market competition. One is a technology-driven enterprise driven by capital. They produce relatively stereotyped products. The technology and cost of products are their core competitiveness. The second category is the light environment application enterprises for LEDs. Their competitive advantage comes from a deep understanding of the light environment and a deep insight into human nature. The author believes that this is generally true, but in terms of timeliness, many LED companies have become a boat, and in the short term can not create a competitive advantage of products and capital, then what should we do?

Innovation in the channel model is one of the ways out. The innovation of the channel model comes from two aspects. The first is the distribution of benefits in the agency model, that is, the closer cooperation mode with the dealers; the second is the breakthrough of the width, depth and saturation of the channels. Effective coverage of the channel to end users.

Specialized and dedicated
The special person is to protect the brand that the agent can concentrate on the agent. In this way, the brand operation of the agent can be successful in a short period of time. That is, in the construction of the team, the agent implements the department system, different teams, operate different brands, and different brands as a separate profit center. Professional is to ensure that the dealer's trader (or himself) and the team can be qualified for the position. Dealers' traders are generally experienced in the industry for many years. Concentration is to ensure that dealers do their best to do things. It is the most critical and indispensable element of the four special requirements. Special funds are relatively simple, in order to protect the independent business unit for the purpose of special funds.

So, in the current lighting industry, how to find the ideal "four special agents"? Attract professional professional managers with strong professional ability to cooperate. It is a joint venture with a senior professional manager trained by the company itself to establish a joint stock company. Enterprises can take stocks into stocks, professional managers are responsible for warehouse and personnel recruitment, and occupy small shares. Of course, in the early stages of operation, in order to avoid risks, companies can have some control measures.

Channel extension coverage
LED market development, most companies are looking at the traditional lighting market, in fact, outside the industry, there are many markets that are vast and promising.

For example, hardware professional channels, there are data that Philips Lighting's distribution share in the hardware channel accounts for about 30%, which is a huge, relatively competitive market; such as KA channels; professional engineering dealers such as wire and cable, they The engineering operation capability is much higher than that of the lighting industry. For example, in the township distribution market, with the urbanization of the countryside, it is said that the investment scale of 40 trillion yuan will be launched. How to connect with the township market in the channel mode, enterprises, you are ready are you done?

The innovation and breakthrough of the channel model is far more than that. In the market breakout and circulation of LEDs, channel breakout is the key. The king of LED market competition will surely be the power of capital, products and technology, and the enterprise in the forefront of the industry in the innovation of channel model.

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