In the face of the crowds, the channels of traditional lighting manufacturers have been threatened. And because LED lighting has different development characteristics compared with the previous light source, traditional lighting manufacturers have encountered unprecedented challenges, can protect the channel advantage, and maintain market share under the rapid rise of LED becomes a severe challenge.
1) The dealer operation mode is different. LED lighting products are currently in the process of rapid development, and the product replacement speed is very fast, which determines that the dealers cannot operate according to the previous business model. If LED products are not suitable for too much inventory, some insiders have indicated to LEDinside that if the products produced cannot be sold within 3 months, they are likely to become slow-moving products. Although traditional lighting has developed a large number of dealers, the change of operating mode still takes a long time. In the process of changing the operating mode, the turmoil of the dealers will be caused, that is, the chips controlled by the traditional lighting manufacturers will be reduced.
2) LED lighting industry brand effect has not yet formed in the traditional lighting industry, has already created a strong brand influence, NVC, Op, Yaming and other brands have been deeply known by the public. But in the LED lighting industry, the real brand effect has not yet formed. For consumers, LED lighting is a new thing, and the concept of brand consumption has not yet formed. For sales, the choice of traditional manufacturers or LED manufacturers, the brand has not become a very important bargaining chip. Traditional lighting manufacturers and LED lighting manufacturers are building LED lighting brands.
Faced with the looting of LED lighting manufacturers, traditional lighting manufacturers will take various measures to maintain their own channels.
1) It is forbidden for distributors of their own channels to participate in the investment conferences of other manufacturers.
Faced with the continuous investment conferences held by LED manufacturers such as Shifu, Guoxing Optoelectronics, Yiguang Solid-state Lighting, and Qinshang Optoelectronics, traditional lighting manufacturers will never watch the dealers in their system being dug away and indifferent. At the beginning of May 2013, NVC brand agent Henan Deruipu Lighting sent Weibo to inform the distributors in the system that it is strictly forbidden to participate in the meeting of Yiguang and other LED brand organizations. It is strictly forbidden to display and sell Yiguang and other brand LED products. It was found that measures to suspend shipments and cancel the distribution rights of all NVC products will be taken. Traditional lighting manufacturers have brand and scale advantages, which threaten the capital of dealers. However, it remains to be seen whether dealers will pay the bills.
2) Accelerate the pace of transformation and consolidate its own channels.
On the one hand, traditional lighting manufacturers prohibit distributors in the system from acting as agents of other LED brands. On the other hand, they are accelerating the pace of transformation, because this is the most effective way to retain dealers.
In 2012, traditional lighting manufacturers began to work on LED lighting. In 2012, NVC Lighting's total revenue decreased by 6.6. YoY, LED lighting revenue increased by 86.5% to 248 million yuan; Sunshine Lighting's LED revenue in 2012 increased nearly 9 times, reaching 364 million yuan. LED lighting revenue accounted for 12.4 percentage points of total revenue, reaching 14; Foshan Lighting introduced the general manager, and will increase investment in LED lighting products in 2013. In addition, several other second-line traditional lighting manufacturers have also made breakthroughs in LED lighting.
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