[Source: "High-tech LED-lighting market" August issue Zhou Jianhua]
State advocacy, local guidance, enterprise dominance, and channel diversion. With the joint efforts of many factors, LED market share has gradually expanded, and terminal acceptance has also increased. It has also shown a more active development trend in invisible channels. However, compared with the traditional channels, the main body of invisible channel resources is more dispersed, and the understanding of LEDs in the key links such as distributors, designers, construction parties and purchasers is still in the stage of knowing and understanding. The deep penetration of LED brands will take time.
In any case, the invisible channel has become a very important strategic piece for the fine marketing of LED companies. At present, on the battlefield where there is no smoke, what are the performances, confusions, and breakouts of various stakeholders in the LED field?
a blissful "prosperity"
“Most designers know what LEDs are, but only a few people are very professional, many of them are ignorant, and other links such as engineering, buyers, and Party A.†Xu Changcai, director of the Sidon Lighting Brand Promotion Center, "High-tech LED" reporter concluded.
For the current penetration of LEDs in invisible channels, commercial lighting companies, building associations, design companies, etc. all indicate that the trend is very obvious, but the usage rate is still generally lower than traditional lighting, especially the current LED brands are still not as well-defined as traditional lighting. The visibility and reputation.
“I think if the designer itself, more than 90% of the designers have considered using LED products. But for one or a few famous lighting brands, LED products are still rarely adopted in the designer field. "The head of the brand management department of Pinshang Lighting, Chang Xuehe."
In addition to the LED enterprise brand failed to break through the "people's heart" of the invisible channel, the technical aspect is not allowed to let the LED in the invisible channel be in an embarrassing situation.
According to the survey of the High-tech LED Industry Research Institute (GLII), more than 74% of the interviewed designers do not know how to apply LED lighting to the design because they don't understand the LED's light efficiency, illumination, and life. .
In this regard, the person in charge of the company generally believes that designers, engineering parties, and Party A lack training in the application of the corresponding LED products. "And the next step in the theoretical application of LED lighting, training in the design field will be an inevitable task, but it takes a lot of manpower and material resources." Chang Xue and added.
For the main application field of LED commercial lighting--hotel engineering, the latest data of China Tourism Hotel Association shows that there are currently 651 five-star hotels in the country, all of which are to be built, under construction and just finished. There are about 500 hotel projects of standard design. In the past three years, the average annual growth rate of star-rated hotels in China has been only 6%, while the average annual growth rate of five-star hotels has exceeded 15%.
According to statistics, the proportion of LED products used in four-star hotels and clubs is relatively large, because there are many places in high-end hotels, including offices, bars, conference rooms, restaurants, etc. in addition to bedrooms and living rooms.
“And the lighting effect design of each place will be separated to show professionalism.†Xiong Weiliang, director of the project of Yinghuang Lighting Project, told the “High-tech LED†reporter: “At present, domestic LED brands can achieve 'all-round' in many lighting places. Few, a single brand has done very little to meet all the lighting needs of the hotel."
"Because of the unclear actual effect and product quality of domestic LED products, coupled with the high price, we purchase LEDs mainly for testing, and only install them in some places." A person in charge of a five-star hotel in Zhongshan said a large area. The concern of using LEDs.
Complex relationship
“The water in the invisible channel is much deeper than the traditional explicit channel. The main reason is that the interest subject is too scattered and the branch relationship is quite complicated. What's more, LED has gradually become a light source for civilization in the past two years.†HS Planning Studio General Manager Hoss Say.
At present, the domestic hidden channels of lighting mainly include home improvement companies, tooling companies, installation companies, design companies, commercial replacements, brand chains, engineering companies, etc. This group can directly influence the choice of the owners, and they can play a great role in promoting the influence of the brand on the local area and the role of word of mouth.
Take designers as an example. On the one hand, they do not directly sell lighting products. On the other hand, they are the starting point of engineering projects. They are the style locators of engineering projects, which affect the entry barriers for materials entering the project. The special professional group of Party B and Party B, so designers have become the main focus of various LED companies including lighting dealers.
According to the reporter, most of the lighting customers in Beijing, Guangzhou, Shanghai, Shenzhen and other first-tier cities are engineering buyers. The contact with home improvement and building materials is very close. The main buyers of LED products are professionals, not end users.
In this regard, enterprises urgently need to develop hidden channels based on the channel model of the original traditional dealers.
With the advancement of domestic urbanization and the improvement of living standards in second- and third-tier cities, the decorative design and lighting projects of first-tier cities began to penetrate downwards. Most home decoration and commercial decoration also gradually entrusted relevant professional design companies to take full responsibility for lighting. Lighting design.
"But getting the designer is not the same as opening the invisible channel, because there are other people in the auditing and purchasing process, not to mention the differences in the designer groups such as engineering, home improvement, and public clothing." Xiong Weiliang said, for example, the brand chain will directly choose the enterprise docking. Government projects directly face the procurement department, and some face the construction side.
At present, LED invisible channels still belong to the relationship grooming period, and there is still a long distance from the deep-rooted interest binding period of traditional lighting.
According to the reporter's investigation, at present, domestic design companies generally have few direct purchases. If you want to purchase, you usually go directly to the manufacturer to cooperate, and their focus is on the application effect and quality of the product.
The home improvement company's single purchase will generally go to the dealer to buy, there are some large home improvement companies to set up an internal material library to carry out unified procurement, generally look for manufacturers to talk about cooperation, their focus is mainly on the price.
Engineering companies generally choose to cooperate with brand distributors or manufacturers. They care about the quality and price of the products, and the price guarantee is profitable. Especially important is the smooth collection.
Chart 2
The process of tackling invisible channels:
By visiting the relevant company's data --- analysis of customer data (analysis of company nature, demand, etc.) --- visit again (mainly to explore requirements, procurement channels, etc.) --- to make corresponding plans for customer needs --- Revisit communication and reach cooperation - → reach a deal - → post-maintenance - → long-term communication mechanism
State advocacy, local guidance, enterprise dominance, and channel diversion. With the joint efforts of many factors, LED market share has gradually expanded, and terminal acceptance has also increased. It has also shown a more active development trend in invisible channels. However, compared with the traditional channels, the main body of invisible channel resources is more dispersed, and the understanding of LEDs in the key links such as distributors, designers, construction parties and purchasers is still in the stage of knowing and understanding. The deep penetration of LED brands will take time.
In any case, the invisible channel has become a very important strategic piece for the fine marketing of LED companies. At present, on the battlefield where there is no smoke, what are the performances, confusions, and breakouts of various stakeholders in the LED field?
a blissful "prosperity"
“Most designers know what LEDs are, but only a few people are very professional, many of them are ignorant, and other links such as engineering, buyers, and Party A.†Xu Changcai, director of the Sidon Lighting Brand Promotion Center, "High-tech LED" reporter concluded.
For the current penetration of LEDs in invisible channels, commercial lighting companies, building associations, design companies, etc. all indicate that the trend is very obvious, but the usage rate is still generally lower than traditional lighting, especially the current LED brands are still not as well-defined as traditional lighting. The visibility and reputation.
“I think if the designer itself, more than 90% of the designers have considered using LED products. But for one or a few famous lighting brands, LED products are still rarely adopted in the designer field. "The head of the brand management department of Pinshang Lighting, Chang Xuehe."
In addition to the LED enterprise brand failed to break through the "people's heart" of the invisible channel, the technical aspect is not allowed to let the LED in the invisible channel be in an embarrassing situation.
According to the survey of the High-tech LED Industry Research Institute (GLII), more than 74% of the interviewed designers do not know how to apply LED lighting to the design because they don't understand the LED's light efficiency, illumination, and life. .
In this regard, the person in charge of the company generally believes that designers, engineering parties, and Party A lack training in the application of the corresponding LED products. "And the next step in the theoretical application of LED lighting, training in the design field will be an inevitable task, but it takes a lot of manpower and material resources." Chang Xue and added.
For the main application field of LED commercial lighting--hotel engineering, the latest data of China Tourism Hotel Association shows that there are currently 651 five-star hotels in the country, all of which are to be built, under construction and just finished. There are about 500 hotel projects of standard design. In the past three years, the average annual growth rate of star-rated hotels in China has been only 6%, while the average annual growth rate of five-star hotels has exceeded 15%.
According to statistics, the proportion of LED products used in four-star hotels and clubs is relatively large, because there are many places in high-end hotels, including offices, bars, conference rooms, restaurants, etc. in addition to bedrooms and living rooms.
“And the lighting effect design of each place will be separated to show professionalism.†Xiong Weiliang, director of the project of Yinghuang Lighting Project, told the “High-tech LED†reporter: “At present, domestic LED brands can achieve 'all-round' in many lighting places. Few, a single brand has done very little to meet all the lighting needs of the hotel."
"Because of the unclear actual effect and product quality of domestic LED products, coupled with the high price, we purchase LEDs mainly for testing, and only install them in some places." A person in charge of a five-star hotel in Zhongshan said a large area. The concern of using LEDs.
Complex relationship
“The water in the invisible channel is much deeper than the traditional explicit channel. The main reason is that the interest subject is too scattered and the branch relationship is quite complicated. What's more, LED has gradually become a light source for civilization in the past two years.†HS Planning Studio General Manager Hoss Say.
At present, the domestic hidden channels of lighting mainly include home improvement companies, tooling companies, installation companies, design companies, commercial replacements, brand chains, engineering companies, etc. This group can directly influence the choice of the owners, and they can play a great role in promoting the influence of the brand on the local area and the role of word of mouth.
Take designers as an example. On the one hand, they do not directly sell lighting products. On the other hand, they are the starting point of engineering projects. They are the style locators of engineering projects, which affect the entry barriers for materials entering the project. The special professional group of Party B and Party B, so designers have become the main focus of various LED companies including lighting dealers.
According to the reporter, most of the lighting customers in Beijing, Guangzhou, Shanghai, Shenzhen and other first-tier cities are engineering buyers. The contact with home improvement and building materials is very close. The main buyers of LED products are professionals, not end users.
In this regard, enterprises urgently need to develop hidden channels based on the channel model of the original traditional dealers.
With the advancement of domestic urbanization and the improvement of living standards in second- and third-tier cities, the decorative design and lighting projects of first-tier cities began to penetrate downwards. Most home decoration and commercial decoration also gradually entrusted relevant professional design companies to take full responsibility for lighting. Lighting design.
"But getting the designer is not the same as opening the invisible channel, because there are other people in the auditing and purchasing process, not to mention the differences in the designer groups such as engineering, home improvement, and public clothing." Xiong Weiliang said, for example, the brand chain will directly choose the enterprise docking. Government projects directly face the procurement department, and some face the construction side.
At present, LED invisible channels still belong to the relationship grooming period, and there is still a long distance from the deep-rooted interest binding period of traditional lighting.
According to the reporter's investigation, at present, domestic design companies generally have few direct purchases. If you want to purchase, you usually go directly to the manufacturer to cooperate, and their focus is on the application effect and quality of the product.
The home improvement company's single purchase will generally go to the dealer to buy, there are some large home improvement companies to set up an internal material library to carry out unified procurement, generally look for manufacturers to talk about cooperation, their focus is mainly on the price.
Engineering companies generally choose to cooperate with brand distributors or manufacturers. They care about the quality and price of the products, and the price guarantee is profitable. Especially important is the smooth collection.
Figure 1 Stakeholders in the invisible channel purchase and attention to LED lighting products
Chart 2
The process of tackling invisible channels:
By visiting the relevant company's data --- analysis of customer data (analysis of company nature, demand, etc.) --- visit again (mainly to explore requirements, procurement channels, etc.) --- to make corresponding plans for customer needs --- Revisit communication and reach cooperation - → reach a deal - → post-maintenance - → long-term communication mechanism
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