[Source: "High-tech LED-Lighting Market" October issue]
With the traditional lighting companies entering the LED field, companies have opened LED stores to become one of the important sales channels. Some people even think that LED stores will become the trend of the times. However, some people think that it is almost impossible for the LED industry to do a specialty store.
LED brand is more suitable to operate in the form of “shop-in-shop†Sun Yuzhong, general agent of Nanjing Milymike LED
LED stores still have a lot of market space in the future, but in the case that the LED market has just started and is unstable, companies must be cautious when they choose to go to the store model.
First of all, LED products and traditional lighting products are differentiated in the marketing model. At present, LED products are mainly used in engineering, and the LED products themselves are still in the stage of replacing traditional lighting sources, from light source to luminaire design, and have not played the role of LED as a new light source. Since the price of LED products on the market is still higher than that of traditional lighting products, ordinary households are still difficult to accept in a short period of time, and it is relatively difficult to take retail channels.
Secondly, in the market, there is no recognized LED brand in the minds of merchants and consumers. Many merchants are still hesitating and watching the LED brand, especially the LED store is particularly cautious. At the same time, consumers only stay in traditional lighting when choosing products, and their ideas have not completely changed.
Moreover, most LED companies have not yet established a complete lighting sales system, and the LED product line is too single, lacking a good sales and profit model. Before that, there were no or very few successful cases of LED brand stores. . Perhaps some of these LED brands have been successful in some areas, but there are few precedents in the national market.
Finally, the specialty stores have a large investment in all aspects, including manpower, material resources, financial resources, especially storefront rent, advertising fees, staff salaries, etc., and currently large-scale investment in LED terminal channels, not necessarily achieve a proportional return, after all, LED It is an emerging industry, and the industry is “water is very deepâ€. No one has tried it before and lacks experience.
I think that for the current business, the LED brand is more suitable to operate in the form of “shop-in-shopâ€. First, LED products are a supplement to traditional lighting products in the storefront, which not only can improve existing products, but also improve store sales. Second, because the LED market is relatively immature, operating in the form of shop-in-shop can reduce the business risk of a single store, and can also slowly find sales methods and experiences suitable for LED lighting in the process of operation.
LED specialty store should pay attention to brand promotion and after-sales service Zhao Ming, general manager of Ge Neng Lighting, Wujiangmen Wuzhou Market
Although the LED market is still immature and there is no strong brand, it is still in the mixed stage, but as a lighting business, it needs both eye and eye.
Businesses are not blindly waiting and waiting, any success is inseparable from opportunities and risks, so businesses should be aware of, at least have a well-known LED brand in the lighting industry, and then slowly cultivate and operate, And has a local agency. Once the LED market is mature, perhaps the brand you represent is the future of NVC, Op, then those who choose to wait will definitely regret to miss this opportunity, perhaps a hundred years can not be achieved.
Therefore, I personally are very optimistic about the sales model of LED stores, but the premise is that the price of the brand products is absolutely high. Secondly, the product quality should be excellent and the product line should be rich.
So how do LED storees survive in the market at this stage?
I believe that the most important is the engineering channel, and the promotion of LED brand image is especially important for the business development engineering channel. This requires manufacturers to support the advertising policies of the merchants, and establish a brand and reputation in the local market.
Secondly, the merchants must also set up their own marketing team. The business personnel must not only be specific to the LED products, but also have to transition from a single selling product to providing customers with a complete set of engineering lighting solutions to create a “energy saving†for customers. Conceptual LED home living space, such as fashion, environmental protection and comfort.
In addition, merchants are subject to market segmentation based on the agent's products. For example: mainly for "LED replacement project" or "brand clothing, hotels and other chain stores" intensive work, do some image case engineering, the LED market penetration into the terminal, and ultimately will make local influence.
Finally, I believe that LED brand stores must pay attention to product after-sales service, which is related to the long-term development of the brand and whether it can establish a good reputation in the minds of consumers. At the same time, LED products are not like traditional lighting products. Most of the traditional lighting after-sales replacement is a new light source, but LED products may be one of the lamp beads damaged. For customers, maintenance is very troublesome. Â
With the traditional lighting companies entering the LED field, companies have opened LED stores to become one of the important sales channels. Some people even think that LED stores will become the trend of the times. However, some people think that it is almost impossible for the LED industry to do a specialty store.
LED brand is more suitable to operate in the form of “shop-in-shop†Sun Yuzhong, general agent of Nanjing Milymike LED
LED stores still have a lot of market space in the future, but in the case that the LED market has just started and is unstable, companies must be cautious when they choose to go to the store model.
First of all, LED products and traditional lighting products are differentiated in the marketing model. At present, LED products are mainly used in engineering, and the LED products themselves are still in the stage of replacing traditional lighting sources, from light source to luminaire design, and have not played the role of LED as a new light source. Since the price of LED products on the market is still higher than that of traditional lighting products, ordinary households are still difficult to accept in a short period of time, and it is relatively difficult to take retail channels.
Secondly, in the market, there is no recognized LED brand in the minds of merchants and consumers. Many merchants are still hesitating and watching the LED brand, especially the LED store is particularly cautious. At the same time, consumers only stay in traditional lighting when choosing products, and their ideas have not completely changed.
Moreover, most LED companies have not yet established a complete lighting sales system, and the LED product line is too single, lacking a good sales and profit model. Before that, there were no or very few successful cases of LED brand stores. . Perhaps some of these LED brands have been successful in some areas, but there are few precedents in the national market.
Finally, the specialty stores have a large investment in all aspects, including manpower, material resources, financial resources, especially storefront rent, advertising fees, staff salaries, etc., and currently large-scale investment in LED terminal channels, not necessarily achieve a proportional return, after all, LED It is an emerging industry, and the industry is “water is very deepâ€. No one has tried it before and lacks experience.
I think that for the current business, the LED brand is more suitable to operate in the form of “shop-in-shopâ€. First, LED products are a supplement to traditional lighting products in the storefront, which not only can improve existing products, but also improve store sales. Second, because the LED market is relatively immature, operating in the form of shop-in-shop can reduce the business risk of a single store, and can also slowly find sales methods and experiences suitable for LED lighting in the process of operation.
LED specialty store should pay attention to brand promotion and after-sales service Zhao Ming, general manager of Ge Neng Lighting, Wujiangmen Wuzhou Market
Although the LED market is still immature and there is no strong brand, it is still in the mixed stage, but as a lighting business, it needs both eye and eye.
Businesses are not blindly waiting and waiting, any success is inseparable from opportunities and risks, so businesses should be aware of, at least have a well-known LED brand in the lighting industry, and then slowly cultivate and operate, And has a local agency. Once the LED market is mature, perhaps the brand you represent is the future of NVC, Op, then those who choose to wait will definitely regret to miss this opportunity, perhaps a hundred years can not be achieved.
Therefore, I personally are very optimistic about the sales model of LED stores, but the premise is that the price of the brand products is absolutely high. Secondly, the product quality should be excellent and the product line should be rich.
So how do LED storees survive in the market at this stage?
I believe that the most important is the engineering channel, and the promotion of LED brand image is especially important for the business development engineering channel. This requires manufacturers to support the advertising policies of the merchants, and establish a brand and reputation in the local market.
Secondly, the merchants must also set up their own marketing team. The business personnel must not only be specific to the LED products, but also have to transition from a single selling product to providing customers with a complete set of engineering lighting solutions to create a “energy saving†for customers. Conceptual LED home living space, such as fashion, environmental protection and comfort.
In addition, merchants are subject to market segmentation based on the agent's products. For example: mainly for "LED replacement project" or "brand clothing, hotels and other chain stores" intensive work, do some image case engineering, the LED market penetration into the terminal, and ultimately will make local influence.
Finally, I believe that LED brand stores must pay attention to product after-sales service, which is related to the long-term development of the brand and whether it can establish a good reputation in the minds of consumers. At the same time, LED products are not like traditional lighting products. Most of the traditional lighting after-sales replacement is a new light source, but LED products may be one of the lamp beads damaged. For customers, maintenance is very troublesome. Â
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