[Source: "High-tech LED-lighting market" August issue]
The lighting industry is entering the era of integration. Whether it is the upstream and downstream integration of the LED industry or the integration of sales channels for the terminal dealers, only the greatest efforts to integrate existing resources can maximize the true strength of the enterprise. For lighting manufacturers, the designer channel has a significant impact. Designers occupy the terminal and influence the owners to buy products. In the era of LED lighting applications, this influence is even greater. Vendor-bound designer channels are already in the forefront.
At present, the designer channel is staged a strong alliance, trying to grasp more resources and grab more market share. The reason for this situation is that the terminal invisible channel development is extremely unbalanced, more designer resources are in the hands of large distributors, and regional oligarchs are gradually forming.
Small and medium-sized dealers have hidden channels
In the context of the country's strict regulation of real estate, the terminal home improvement lighting market is bleak. In July, the reporter visited the major building materials markets in Shenzhen and found that the dealers had changed a few new faces. "When the whole environment is in a downturn, many dealers are squatting, it depends on who will fall first, but then there will be newcomers coming in. This industry is like this." Yao Haiting, sales director of Shenzhen Songxia Lo Wu Operation Center, told reporters.
Yao Haiting said: "Under the premise of less passenger traffic in the building materials market, shop sales can only wait for death, we must take the initiative to explore resources. Before we also try to develop designer channels, but for our dealers, integrate home decoration design Teacher resources are difficult. After all, lighting fixtures are just one part of the design drawings of home improvement designers."
There are still a large number of construction companies on the market. The upstream designers propose solutions and purchase and contract to the construction company. Therefore, it is more for the dealers to contact the construction team, but the construction team is dispersed and the large-scale projects are designated brands. The small amount of small projects and the constant pressure of the construction team, the rebate is also collected in the middle, after the completion of this single business may not have an order business, so the dealers can not form a fixed channel.
Yu Xiaowen, chairman of Nanchang Tianpeng Lighting City, told the reporter: “A retail store like us must deal with designers. Designers occupy the upstream of the industrial chain and can influence purchase behavior. We hope to cooperate with designers, but we The designer resources that come into contact are very limited, and the designer network is not big enough, so it is difficult to integrate the designers together."
The difficulty of the designer channel is currently a problem faced by most dealers. The reason is that there is no designer network, even if a designer visits the store, it is a newcomer or a recent graduate who has just entered the designer industry. Wang Xiao, the store manager of Yimeijia Lighting Mall Lida Lighting, told the reporter: “These newcomers who have just entered the designer industry are either looking for product pictures online and then going to the physical store to find similar products; or they are going directly to the physical store to find products. Then take a photo and go back to make graphics. But this part of the designer does not play much role for the dealer, but even so, this is a scarce resource."
Decoration company favors large distributors
As decorative companies tend to be large dealers, this has made small and medium-sized dealers and designers increasingly decoupled, forcing small and medium-sized dealers to explore other channel resources. On the other hand, large distributors have strong channel advantages and can absorb more. Designer resources. The first-class agents who used to follow the brands of NVC, Philips, Op, Sanxiong Aurora, etc., after several years of development, are now moving towards a professional company operation platform, and also have a complete service system. The unbalanced development of invisible channels is reflected in this. The company of the general lighting management of traditional lighting is expanding and absorbing more designer resources. In contrast, other dealers are still in the stage of self-employed business.
Guangdong NVC total generation, Shenzhen Global Lighting Co., Ltd. continues to absorb more designer resources, its influence in the Shenzhen design industry is huge. The arrival of the LED era has prompted more people to join the designer industry. He Wenbin, sales director of the Higher Industrial Research Institute, told reporters: "There are nearly 60,000 interior designers in the country, and the number is still increasing rapidly." The competition in the design industry is also increasingly fierce. At present, there are fewer and fewer products that can meet the requirements of designers in the terminal market. For home improvement designers, the space for cooperation with small and medium-sized dealers is getting smaller and smaller.
Xiao Gong, the design director of the Fire Shadow Graphic Performance Design Center, told the reporter: "At present, most of the lighting projects I undertake are customized, and almost no similar lamps can be found in the terminal store. This requires direct cooperation with the manufacturer. The product design drawings are sent to the manufacturer and customized by the manufacturer. In addition, many designers who specialize in LED interior design mostly think that the dealer's after-sales service can't keep up with the designer's requirements, and the dealers are compared with the manufacturers. There is a big gap between the service and the professional quality of talents.
In particular, in the past two years, the domestic design industry has advanced by leaps and bounds, and the requirements of designers for design have become higher and higher. Many decorative companies are demanding more when they choose partners, and they are pursuing complementarity with themselves. Zhou Xinggao, director of the marketing department of Shenzhen Global Lighting Co., Ltd., told reporters that “domestic decoration companies do a good job in interior decoration design, but they do not necessarily do well in bright applications, so the decoration company and global lighting cooperation is a Complementary, in addition, as long as the designer provides the product concept drawings, the global lighting can provide the required products, which is the advantage of the large distributors. Of course, some of the first-generation total generations of Philips Guangdong Province are the key partners of the decoration company. â€
The lighting industry is entering the era of integration. Whether it is the upstream and downstream integration of the LED industry or the integration of sales channels for the terminal dealers, only the greatest efforts to integrate existing resources can maximize the true strength of the enterprise. For lighting manufacturers, the designer channel has a significant impact. Designers occupy the terminal and influence the owners to buy products. In the era of LED lighting applications, this influence is even greater. Vendor-bound designer channels are already in the forefront.
At present, the designer channel is staged a strong alliance, trying to grasp more resources and grab more market share. The reason for this situation is that the terminal invisible channel development is extremely unbalanced, more designer resources are in the hands of large distributors, and regional oligarchs are gradually forming.
Small and medium-sized dealers have hidden channels
In the context of the country's strict regulation of real estate, the terminal home improvement lighting market is bleak. In July, the reporter visited the major building materials markets in Shenzhen and found that the dealers had changed a few new faces. "When the whole environment is in a downturn, many dealers are squatting, it depends on who will fall first, but then there will be newcomers coming in. This industry is like this." Yao Haiting, sales director of Shenzhen Songxia Lo Wu Operation Center, told reporters.
Yao Haiting said: "Under the premise of less passenger traffic in the building materials market, shop sales can only wait for death, we must take the initiative to explore resources. Before we also try to develop designer channels, but for our dealers, integrate home decoration design Teacher resources are difficult. After all, lighting fixtures are just one part of the design drawings of home improvement designers."
There are still a large number of construction companies on the market. The upstream designers propose solutions and purchase and contract to the construction company. Therefore, it is more for the dealers to contact the construction team, but the construction team is dispersed and the large-scale projects are designated brands. The small amount of small projects and the constant pressure of the construction team, the rebate is also collected in the middle, after the completion of this single business may not have an order business, so the dealers can not form a fixed channel.
Yu Xiaowen, chairman of Nanchang Tianpeng Lighting City, told the reporter: “A retail store like us must deal with designers. Designers occupy the upstream of the industrial chain and can influence purchase behavior. We hope to cooperate with designers, but we The designer resources that come into contact are very limited, and the designer network is not big enough, so it is difficult to integrate the designers together."
The difficulty of the designer channel is currently a problem faced by most dealers. The reason is that there is no designer network, even if a designer visits the store, it is a newcomer or a recent graduate who has just entered the designer industry. Wang Xiao, the store manager of Yimeijia Lighting Mall Lida Lighting, told the reporter: “These newcomers who have just entered the designer industry are either looking for product pictures online and then going to the physical store to find similar products; or they are going directly to the physical store to find products. Then take a photo and go back to make graphics. But this part of the designer does not play much role for the dealer, but even so, this is a scarce resource."
Decoration company favors large distributors
As decorative companies tend to be large dealers, this has made small and medium-sized dealers and designers increasingly decoupled, forcing small and medium-sized dealers to explore other channel resources. On the other hand, large distributors have strong channel advantages and can absorb more. Designer resources. The first-class agents who used to follow the brands of NVC, Philips, Op, Sanxiong Aurora, etc., after several years of development, are now moving towards a professional company operation platform, and also have a complete service system. The unbalanced development of invisible channels is reflected in this. The company of the general lighting management of traditional lighting is expanding and absorbing more designer resources. In contrast, other dealers are still in the stage of self-employed business.
Guangdong NVC total generation, Shenzhen Global Lighting Co., Ltd. continues to absorb more designer resources, its influence in the Shenzhen design industry is huge. The arrival of the LED era has prompted more people to join the designer industry. He Wenbin, sales director of the Higher Industrial Research Institute, told reporters: "There are nearly 60,000 interior designers in the country, and the number is still increasing rapidly." The competition in the design industry is also increasingly fierce. At present, there are fewer and fewer products that can meet the requirements of designers in the terminal market. For home improvement designers, the space for cooperation with small and medium-sized dealers is getting smaller and smaller.
Xiao Gong, the design director of the Fire Shadow Graphic Performance Design Center, told the reporter: "At present, most of the lighting projects I undertake are customized, and almost no similar lamps can be found in the terminal store. This requires direct cooperation with the manufacturer. The product design drawings are sent to the manufacturer and customized by the manufacturer. In addition, many designers who specialize in LED interior design mostly think that the dealer's after-sales service can't keep up with the designer's requirements, and the dealers are compared with the manufacturers. There is a big gap between the service and the professional quality of talents.
In particular, in the past two years, the domestic design industry has advanced by leaps and bounds, and the requirements of designers for design have become higher and higher. Many decorative companies are demanding more when they choose partners, and they are pursuing complementarity with themselves. Zhou Xinggao, director of the marketing department of Shenzhen Global Lighting Co., Ltd., told reporters that “domestic decoration companies do a good job in interior decoration design, but they do not necessarily do well in bright applications, so the decoration company and global lighting cooperation is a Complementary, in addition, as long as the designer provides the product concept drawings, the global lighting can provide the required products, which is the advantage of the large distributors. Of course, some of the first-generation total generations of Philips Guangdong Province are the key partners of the decoration company. â€
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