The channel construction of the led terminal is somewhat slower than the hot link of LED R&D. At present, there are already thousands of manufacturers of LED lighting fixtures, but in the market terminal, there are very few merchants specializing in LED products, and LED specialty stores are rare in the market. Recently, the author has exchanged views with the industry on the topic of LED store construction, and learned that it is necessary to do a good LED store, and the internal repair must be solid.
The emergence of LED stores was born in response to market demand. Guo Huaguo of Zhongshan Congguang Lighting Technology Co., Ltd. once said the reason for opening an LED store. In 2009, the company launched sales of LED indoor lighting. Since LED indoor lighting requires good product display and situational experience, the company has strengthened the construction of LED stores. At present, 10 specialty stores have been established nationwide, covering an area of ​​60 square meters, while the large flagship store has reached 100 square meters. It can be seen that with the rapid development of LEDs, especially the promotion of LED indoor lighting applications, the construction of LED stores will also accelerate.
The establishment of specialty stores, whether it is the promotion of product sales, the brand image of LED lights, the attraction of consumers, or the promotion of corporate culture, product display and promotion play a vital role. At the same time, the store also carries the function of product after-sales service, which is conducive to enhancing the competitiveness of the enterprise and market satisfaction. However, the current pace of construction of LED stores in China is somewhat slow. The reasons are mainly due to the following five aspects.
Problem 1: The lack of professional talents Due to the high level of LED technology and the emerging sunrise industry, LED is currently facing the shortage of professional and high-end talents, and this has affected the construction of LED stores to some extent. The traditional luminaires have low technical content, and the purchaser can communicate the functions, features and usage methods of the products clearly and clearly to the customer after a little training. Due to the particularity of LED products, at present, many manufacturers' bosses and salesmen are in a state of ignorance of LED-related technologies and product features, and no matter the corresponding training for merchants and shopping guides. On the one hand, consumers don't know much about LEDs, and they need professional guides to explain the advantages and features of the products. On the other hand, the existing sales staff is difficult to handle this important task, which undoubtedly increases the difficulty of operating the store.
To open LED stores, manufacturers and merchants must inject professional talents, strengthen the training of LED expertise, enhance their attention and insight into the development trend of new products in the industry, and provide them with regular training. The ability to provide customers with lighting solutions. Professional shopping guide talents are the key factor to increase sales of specialty stores. If this soft power cannot keep up, it will definitely restrict the development of specialty stores.
Problem 2: Brand vacancy For the specialty store, it generally requires a more standardized, unified, standard image and operating mechanism, which requires LED manufacturers to have high brand influence and market operation ability, which can be used for daily business operations. Management provides guidance in all aspects. At present, the time of LED rise is only two or three years. The well-known domestic lighting enterprises are still in the initial stage of R&D and production of LED. The influential LED brand in the market has not yet appeared, and the LED market is still in a state of martyrdom. The quality of the products is uneven and lacks leading brands, which makes many merchants very confused when they choose LED cooperation manufacturers. As far as the author knows an LED store, the number of LED brands in the store is as many as 10, and most of them are some second- and third-line brands. This mixed state is far from our true LED store.
Problem 3: Product positioning is not clear At present, many companies pursue one-sided pursuit of large and complete in the LED project, whether it is outdoor lighting or indoor lighting, whether it is high power or low power, as long as it is LED. Other companies are even more hungry, and they can do whatever they can to make money. However, operating a specialty store requires a clear positioning of the product and a breakdown of the needs of the consumer, and different combinations of product elements for different functions and environments. In this way, it will be beneficial to the promotion and market development of the specialty store in the later period.
Problem 4: Single product line On July 8, Gao Chengfa, general manager of Zhongshan Selang Lighting Co., Ltd., said that Saulang Lighting has been operating LED lighting products since 2003, mainly focusing on LED decorative lights and lights. With the booming LED market, this year, Saulang Lighting has also increased its investment in LED. The company has invited celebrity endorsements, and LED store construction is also actively underway. However, Gao said frankly that these LED stores are not real stores. Since the company's LED product line needs to be further expanded and full, the current LED product line cannot support the operation of a single store. Therefore, in the store, It is also necessary to hang energy-saving lamps, fluorescent tubes, downlights, spotlights and other products.
The situation similar to Gao Zong is also a problem faced by many LED lighting manufacturers. As a specialty store, it needs to provide a wide variety of products to allow customers to enter the store to choose, in order to attract and retain customers. At the same time, specialty stores also need a multi-level product portfolio to share the cost pressure of rent. The single product line greatly affects the profitability of LED stores, and has become the first major constraint for the development of LED stores.
Problem 5: High prices are the most sensitive factor in consumer buying behavior and a watershed in the competitive environment. At present, because the chip technology of the LED core is still in the hands of foreign big brands, the manufacturing cost of domestic LED products is high, which makes LED lamps have no price competitive advantage in the terminal market. A fluorescent tube, energy-saving lamps for a few dollars, more than a dozen dollars, and an LED lamp requires hundreds of dollars, which is difficult for consumers to accept. Therefore, although the total cost of LED luminaires (including acquisition cost, energy cost, maintenance cost, waste disposal cost) is lower than that of incandescent lamps and fluorescent lamps, consumers still choose the cost of purchase as a selection criterion and do not care much about high quality or versatility. In addition, consumers are more likely to have a consumer mindset on the original old products, and worry that buying new products will bring uncertain losses and risks to themselves. Therefore, LED lamps have not been popularized in the civilian market. If the LED lighting products only respond to engineering needs, the opening of the LED store is not important.
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