For a long time, LED display companies in the choice of what kind of channel always have a variety of considerations and scruples. With the gradual maturity of the industry, the development of the market toward the scale effect of the Evergrande, the unprecedented fierce competition, the numerous uncertainties in business survival and so on are affecting the enterprises gradually changing their own channels.
Direct sales and distribution, in the end what kind of channel is more suitable for LED display industry? For LED display business, different positioning has different preferences, direct sales relatively rich profits, but also direct contact with customers, but the order is limited, back Difficulties; distribution of high market share, covering a wide range, while low profits, management is more difficult. Therefore, in the current situation, whether it is direct sales or distribution model, can sell products, maintain business development and promote brand accumulation are feasible channels.
Fight crowded channel duel
From the definition of speaking, the sales channel is the use of channels as the sales form of sales carrier, mainly refers to how to develop and choose the daily management of dealers, dealers, how to assist dealers for marketing, routine maintenance, and according to changes in the market Put forward the corresponding strategy, effectively stimulate dealers to grow together sales process, of course, also deal with some market conflicts.
LED display industry sales channels are divided into two categories, direct marketing and distribution. Among them, the direct selling mode is mainly the project application channel of project application. The display screen manufacturing enterprise directly contacts with the customers or through the bidding and bidding methods, the indirect contact with the terminal customers. In short, the products need not be sold on the other party. Distribution mainly includes agents and distributors, display manufacturers to provide products, mainly to dealers and agents across the country to sell. Due to the LED display industry attributes, channel division is usually not so clear, a display manufacturer can choose both direct sales and distribution modes.
First of all, direct sales channels directly and clearly, a larger share of the industry. So far, the application of LED display industry is still mainly based on engineering channels, especially the full-color screen projects to manufacturers bidding, industry relations and industry influence and other ways to achieve direct sales mode. Due to the obvious nature of LED full color display project, the project usually includes product design, construction and after-sale maintenance. Due to the small number of projects, large investment, long payback time, high risk, dealers play a relatively small role, so the industry channel structure is relatively simple.
Second, distribution can quickly capture the market and reduce the company's financial risk. Due to the state's advocacy of thriving on large-scale project activities and evening parties, the large-scale activities have restricted the pulling effect of LED display screens. On the contrary, more private-sector owners and indoors and out of the traditional advertising media sectors have shown signs of growth. Display companies in order to occupy a larger market space continue to develop distributors and agents, distribution channels thus gain rapid development. At the same time, LED display industry is the financial risks plaguing every business big problem, on the one hand the meager profits, but also to accept layers of deposits, many companies are forced to choose in this context the distribution model.
From a profit point of view, the direct sales gross profit is clearly higher than the distribution, but the cycle is uncertain, so the domestic display manufacturers are facing an option to control the market or control the product gross margin? If you want to expand the business market Accounting for a wide open channel, then the distribution is clearly more suitable, if you want to maintain a stable high profit margins, direct sales model in line with the goal.
From the current market, the short-term total LED full-color market sales or to direct sales model contribution to large, at the same time, more and more small and medium-sized distribution enterprises and large-scale enterprises of the pro-Lai, seize the distribution channels across the country become More obvious.
In the end which model is suitable for business management, of course, can not be judged cage in the future, the future, companies want to fight for a place in the channel area, still need to assess the situation, tailored.
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