[Guidance] If divided by channel type, the channel promotion of LED lighting enterprises can be divided into three parts: distribution channels, engineering channels and invisible channels. If divided by channel type, the channel promotion of LED lighting enterprises can be divided into three parts: distribution channels, engineering channels and invisible channels.
Invisible channels are non-traditional dealer channels, but key people or companies that can determine and advise customers. This so-called key person or company generally refers to a designer or design company, so the invisible channel is also called the designer channel.
The invisible channels of the domestic LED lighting industry mainly include home improvement companies, tooling companies, installation companies, design companies, commercial replacements, brand chains, and engineering companies. With the increasing diversification of sales models, the application and development of invisible channels has become a part that LED lighting companies must consider and increase when expanding their channels.
The sales channels for lighting products from behind the scenes to the front of the stage are mainly concentrated on dealers, including distribution dealers and engineering distributors. In recent years, the number of LED enterprises has grown rapidly, and there are more and more products to be sold, and the dealer channel is relatively fixed, so it appears to be more and more blocked. A person in charge of an LED company dissected the reporter.
Under the rapid expansion of the LED lighting industry, the product circulation of traditional sales channels is far from meeting the needs of enterprise development. In addition, the traditional lighting giant's monopoly on traditional channel resources such as circulation and engineering is also squeezing the sales channels of many emerging LED companies.
Under such a situation, how to broaden channels and reach target customers with new sales models has become a development trend of LED lighting industry.
From the relevant data, at present, almost 60 sales of lighting products, especially engineering lamps, are dominated by the designer team in the invisible channel, and the designer channel is also proposed from the concept to the recent in this context. Frequently mentioned, focused on zooming in.
The construction of invisible channels is directly related to the company's future development strategy, which has attracted the attention of many LED manufacturers and merchants. In order to seize this market opportunity, many brands and companies are increasing their efforts to develop invisible channels, and they have begun to lay out in advance to seize the highest point. The development of invisible channels has become a trend in the LED lighting industry.
Huang Yumin, design director of Guangzhou Light and Shadow Lighting Design Co., Ltd. believes that LED manufacturers pay attention to invisible channels because they hope to promote product sales through good communication with designers.
On the one hand, they need to do some good projects, the company's own designers are not enough to support professional design, on the other hand need to expand sales and brand influence. Huang Yumin also said: Designers should have received the attention of the society. Smart manufacturers will respect the designer's design. Successful manufacturers will naturally get good returns. They just hope that manufacturers will not only let designers as product salesmen.
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