Lighting "deformation"

The construction of channels is an eternal topic in the LED lighting industry. “We have channels to get the world”, “the channels are unreasonable, and the pain of the enterprise”. We hear a lot and its importance is self-evident. LED lighting channels are undergoing a non-replicable "evolution". From traditional wholesale, retail, engineering to experience shops and e-commerce, we can see that traditional channels can no longer meet the development of the LED market.

This year, LED lighting channels do not have a picture, retail channels from the expectation of degradation into waiting; the number of light experience stores has increased, but it has become a consumer's "fitting store"; e-commerce hot caused controversy in the industry; the role of invisible channels is increasingly prominent; "Programs" are getting more and more fashionable.

Retail weakening experience shop increased

Reporters visited the lighting market, found that compared with last year, this year's major lighting stores and physical store retail functions gradually weakened, light experience gradually increased.

Taking the Chengdu lighting market as an example, wholesale, retail, and engineering have always been in the “three pillars” state, and this year’s biggest change is in retail sales.

In previous years, retail had a very important position in the lighting market, and there were many dealers engaged in retail sales. Of course, most of the lighting stores existed in the “wholesale + retail” model. By the end of this year, the number of retail stores alone has been significantly reduced. Retailers have generally complained that the business is not doing well. Now, they mainly focus on wholesale and engineering.

“We are mainly engaged in retail sales. There are no specialty stores and experience stores in Sichuan, and we generally choose Ops and NVC dealers to cooperate. We have already extended our channels to the third and fourth-tier markets. Retail also needs to identify the regions and retail sales in some regions. Better, some stores will have to be eliminated simply because they cannot be sold. Retail has little advantage in terms of price, which is mainly supported by the quality of the products, said Wang Shengwei, director of marketing for the company.

The weakening of retail sales has led to an increasing number of “light experience shops”. In lighting cities, there are more and more light experience centers such as Philips, Op, Nex, and Osram.

In the second half of the year, there are more than 20 experience stores in the lighting market in Chengdu, and the experience store has also become the offline “fitting store” for consumers. Now consumers buy clothes in the physical store to try the size, quality, and then buy it online. For the lighting industry, too, many consumers go to the store to see the style, see the light effect, and then buy the product online.

The sales staff of the lighting shop stated that except for fixed customers, customers who came to the store to watch products only accounted for 20% of the orders at the time, and 30% of the customers chose to return to purchase at the time. Most of them looked and left. For physical stores, the price of retail LED products is still high, consumers will choose to buy online. Therefore, an important factor in the weakening of retail sales is the impact of e-commerce.

The rise of e-commerce shapes new opportunities

According to Guan Rongfu, Director of Optoelectronics Marketing Department, the e-commerce channel will gradually replace traditional dealers and complete regular-use circulation products in the next few years. Rising store rents and labor costs have made distributors breathless. The impact of e-commerce on some form of businesses is also very serious, especially retail channels. It is expected that more brands will join the e-commerce channel in the next three years and the opportunities will be concentrated in the last 2-3 years.

The record of the "double 11" LED lighting industry is obvious to all, and it also makes the opportunity of e-commerce more and more transparent. Both the traditional lighting and the emerging LED are scrambling to test hydropower companies.

The sales of Oupu “Double 11” let us still vividly remember that it is not only a double 11 and it is very good to see the sales of Optronics in the first three months of 2011. Some LED ceiling lamps, downlights, ceiling lamps, and bedroom lamps had monthly sales of more than 3,500 pieces, while Op Art’s official flagship store had a total of 281 products, and total sales were also very optimistic.

As the prices of LED products continue to decline, the prices of online and offline products are shrinking, and the future advantages of e-commerce will gradually diminish.

LED electricity supplier this year is just a "good starter", according to industry insiders forecast, LED e-commerce outbreak will focus on the next two or three years. This is an opportunity that can not be missed for some emerging LED brands. It can't compete with offline channels of traditional lighting, but it can be played online.

Focus on creativity without losing professionalism

Whether it is an online store or a physical store, this year's LED products have made a lot of effort in appearance design, light efficiency, and comfort. Following consumers' preferences, they have a stylish appearance and also have comfortable lighting effects. Therefore, the invisible channels are more More and more attention is paid to it.

In an interview, designer Cao Chuanshuang told reporters that in the LED industry, the potential of the designer channel is huge, both the traditional lighting and the emerging LED companies should pay attention. The designer channel is not limited to lighting designers, but also includes architectural designers, landscape architects, and interior designers. In the future, designers will use their professional capabilities to play a greater role in all aspects. This has a very important significance for manufacturers' brand promotion and product sales. Therefore, the industry chain of companies and designers needs to be integrated.

A dealer told reporters that "creativity" is to inject fresh blood into LED products. Brands that do not focus on creativity will eventually be eliminated. The creativity is not only the surface of only LED products, smart lighting, smart lighting, and air purification lighting that are gradually being proposed are also important ideas supporting the industry.

Taking home lighting as an example, many brands have set up an overall home lighting experience hall. LED products have diversified styles, endless styles, and more advanced intelligent lighting systems. Specialized applications or creative applications have become the main body bearing brands.

In addition to the product is sold

When it comes to a brand, our first reaction is to think of its products. Although the product is very important, it is no longer the "only" that the business sells. In particular, engineering firms sell more of their light-environment solutions than they sell.

"QinShang Optoelectronics' strength is to do outdoor lighting. The world's more than 800,000 LED streetlights and tunnel lights are applied to the project.

Has always been a professional lighting design team, has a commercial team with the designer, and professional application of the product portfolio.

On the ground not only sell products, more importantly, LED lighting integrated application solutions. "Gong Rongfu, Director of Optoelectronics Marketing Department, said.

In addition to Qinshang Optoelectronics, Philips, NVC, and Ops all have their own light environment solutions. Engineering companies are also increasingly focusing on selling solutions instead of just selling products. This is a progress in sales. Conceptual progress.