The hidden channel of LED lighting is the key to the development of enterprises

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The hidden channel is well used, it can help you fly to the sky, picking up the unexpected sweet fruit; if it is not good, it will pull the pace of your advancement, let you not open your wings, restrain you, and bind you. This force, which is also an enemy and a friend, will gradually increase its weight in the lighting industry. People in the industry have a saying that the invisible channel is just right. The temptation and risk are the same. How to control the company between the two is the channel that affects the enterprise. The key to development. From the sale of lights to the reception of lamps, the boss of A company, Sun Zong, a blue work clothes reveals a simple and low-key temperament, and the tired face is difficult to cover the eyes of the eyes, making people feel esteemed. Prior to this, the assistant told reporters that due to the temporary changes in the product plan, Sun and the engineers stayed in the R&D room these days, and they almost never looked at each other. The author sighed: Sun is quite rare, and now there are not many bosses who know the lights. Sun always smiled: The light can be played casually. If you play with it, it will be a lifetime. When the scorpion opened, Sun Zong talked about a lot of things in the past. He said that he was a half-way to be a lamp. He used to sell lights in Hefei, Anhui, and his business was not warm for several years. At that time, many of them came to sell electricians as electricians, so they stepped on their bicycles and went to the towns and villages to run around. They took the initiative to chat with electricians and even help them install things. They slowly got on the relationship. This kind of relationship kickbacks the business and made a profit. To the first bucket of gold in life. Although the business improved, but the profit is not high, in 2001, he handed over the store to the cousin management, he went to the ancient town to find business opportunities, and went to the factory to work to understand production management, product technology, supply chain management, etc., and in 2003 In the year, he founded the A company and helped others to OEM energy-saving lamps. Due to the related resources, the company has been improving all the way. Until the eve of the financial crisis in 2008, the company's OEM energy-saving lamps could achieve more than 80 million in one year. After the crisis, the company's sales were greatly reduced. So the eyes turned to the domestic market and expanded the product line, including downlights, spotlights, energy-saving lamps, T8/T5, lamp cups, etc., and set up their own store system in the country, but the effect is generally, just on the occasion of the burnt, remembering the past when cycling in the electrician workers, thinking of the township house is a In the reduced version of the project, designers and lighting planners in the tooling, home improvement, design institutes and other institutions played the role of electrician workers. At that time, China's infrastructure construction boom and consumer living level improved, prompting the rise of a number of professional institutions such as tooling, home improvement, and design institutes. For consumers, lighting products are a kind of products with low purchasing and low recognition, and the hidden channels are undoubtedly obvious. Take designers as an example. Because designers have a professional vision in the hearts of customers, they have a major impact on customer choice. Even if consumers are optimistic about a certain lamp, they can simply let the consumer cancel the purchase. idea. Into the hidden channel, I take it for granted that I can use the human nature to return to the point, but the fact is not so simple. It has strict requirements on the company's products, team, channel, capital, technology, brand and so on. First of all, people who engage in industry must eat through their own products, popular qualitative products are suitable for circulation channels, professional products are suitable for hidden channels, and they have been here. In the development of hidden channels, in order to meet the requirements of the project, the enterprise needs to be as diverse as possible under the premise of ensuring the high quality of the products. In fact, it cannot be self-produced, so it is common for people to supply or OEM. In addition, it is difficult to form a customized product, and how to adapt the enterprise system is also a problem. From the energy-saving lamps, fluorescent tubes and other stereotyped products to commercial lighting products, their product models, promotion models, channel models, engineering project policies, etc., can not effectively match the game rules of the project at first, and finally only according to the circulation products. Mode to take business photos. Secondly, there must be a professional team to communicate with each other. Some companies think that the development of hidden channels is very simple. It is nothing more than talking about fees and rebates, but this is not the case. Designers and architects are a small, artistic crowd, and dealing with them can sometimes be complicated. If you simply let the original channel team develop, it is easy to touch a gray face, and even some people take the information to find the designer to give three points or how, the result data is thrown into the trash can, because this way to commit fouls, let The other party is very uncomfortable. In fact, the commercial nature is not necessarily a good thing. Many designers are not short of money, and more need to be famous. They can regularly organize them to go to Peking University, Tsinghua University, Fudan University, Tongji and other institutions to give lectures. There is no naked transaction. This makes people feel more pure and more acceptable. In addition, the stability of the team is also very important. The old substitution will make people feel that the company has problems. At the same time, there will be many sensitive things in the process of connecting the designer and the person, and they don't want to talk to the second person. Third, companies must diversify their channels. The industry has different perceptions of hidden channels. Some people think that they have more investment and long cycle. They also think that the return period is fast and the short-term benefits are obvious. In fact, it is reasonable because hidden channels have great randomness, volatility and uncontrollability. Take the design institute as an example. If there is just one project going on, it will be effective soon. The design institute's plan is not always available. When there is no project, the period is relatively long. When the number of hidden channels is sufficient, the number of customers will be Become a relatively stable and controllable sales channel. This is a long process, and it may take five or even ten years to be effective. However, many companies in the circle have been closed for three years. Therefore, enterprises must walk on multiple legs and live until they are able to develop. Fourth, the hidden channel focuses on maintenance. Designer exchanges promote their understanding with the enterprise. However, many companies show strong utilitarianism at the designer conference, which is easy to cause resentment and conflict, resulting in half the results. Applying a designer friend's words: If a company wants to make a deep impression on its brand in just a few minutes of speech, it is absolutely impossible. Now the designer has become a fragrant scent, and there are lighting companies asking them to participate in various activities. When there are more and more lighting companies looking for them, the effect of social activities will be greatly reduced. The designer's recognition of the company is a long process. Sometimes he receives a case in three years. If he does not maintain it within two years, he will ignore you. In addition, enterprises must have strong funds as a guarantee, and the slow return of funds brought about by the special attributes of hidden channels is a difficult problem. If the project is finalized, it will usually be given a deposit of 30, and after delivery, it will be given 40. After the completion of the acceptance, it will be paid 20, and the rest will not be available until 1-2 years later. Therefore, many companies will have higher pricing. In addition, there are quality guarantees, rebates, etc. Taking rebates as an example, general home lighting and commercial lighting and other stereotypes return to 5-10, while non-standard custom products such as lanterns reach 20. In the past, like the name of hidden channels, originated from product prices and sales rules are opaque. And the information of consumers, designers, enterprises and so on is seriously unequal. With the development of information and the rise of lighting solutions, the role of hidden channels will become more prominent, and the test of enterprises will be more strict, because behind the hidden channels is The competition of corporate funds, channels and technical standards is a competition that truly reflects the strength of enterprises. Accurate positioning of enterprises, judging development possibilities The definition of hidden channels in the industry is still vague, and enterprises have different opinions. Some enterprises believe that hidden channels require long-term investment, long return period, and short-term benefits are not obvious; Enterprises believe that the implicit channel has a fast return period and short-term benefits are also obvious. The two arguments are just the opposite, but in fact these two opinions are not conflicting, which just reflects the fact that the influence of hidden channels on enterprises varies from person to person and cannot be generalized. At the same time, it also shows that not all enterprises are suitable to vigorously develop hidden channels and carry out a large amount of investment construction. For enterprises, any company should position itself in advance when formulating its marketing strategy, and it is precisely positioned. It must combine its own characteristics and actual affordability to develop a strategic plan and find a sales channel that can satisfy the characteristics of its own products. right way. Among them, the companies with good hidden channels are Philips, NVC and Sanxiong. Companies such as Aurora have invested a lot of manpower, material resources and financial resources to develop and maintain hidden channels, such as Philips and Sanxiong, six or seven years ago. Aurora has always insisted on developing this hidden channel of designers; NVC Lighting actively cooperates with many decoration companies and design institutes to strengthen communication and establish contacts. What kind of conditions do the teams need to have to build a forward as a team and support resources as a defender to develop hidden channels? For this question, the reporter asked General Manager Zhang Woren of Guangzhou Yuezhi Lighting Appliance Co., Ltd., Mr. Zhang has more than ten years of personal experience in the development of hidden channels, so he has a high voice on this topic. . Mr. Zhang said that there are many hidden channels in the lighting industry, or there can be no limit to opportunities. As long as they are properly grasped, it can bring unexpected gains to enterprises. However, enterprises must first have the conditions to develop hidden channels to eat this big cake: First, companies must have a professional team of designers or special teams to work in the docking channel. The main manifestations of hidden channels in the lighting industry are mostly designers, while designers outside the industry are not fully aware of the lighting industry. They are more eager to cooperate with customers when they receive the decoration case. The lighting industry is fully assisted. In the enterprise, the talents of lighting design are still very scarce. There will be certain communication and even principle problems in the connection with the designer, which will affect the development and maintenance of the channel. The maintenance of hidden channels requires not only professional docking, but also the maintenance of public relations. The channel sales department of Shenzhen Weiwei Photovoltaic Lighting Co., Ltd. also analyzed the main areas in the hidden channels. For the location and role of the relevant hidden channel industry leaders, enterprises should collect information in advance to grasp their personal characteristics. Targeted public relations with characteristics, personal hobbies, and social relationships. As the so-called interlaced is like a mountain, how to deal with designers is also a compulsory course that enterprise talents need to learn rather than elective courses. It can be seen that if lighting companies want to develop hidden channels, the creation of professional teams and the selection of talents are crucial. Second, enterprises must have sufficient financial support and abundant brand resources to maintain channel construction in the long run. The development of hidden channels has long-term and instability. For its characteristics, companies that are suitable for the development of hidden channels must also be analyzed in two parts, one is the production enterprise, and the other is the sales enterprise. For the production enterprises, the funds of most small and micro enterprises are difficult to support the long-term maintenance needs of hidden channels. Because the cost of building a docking hidden channel construction is quite high, it can be said that only the money is not invested, because the hidden channel's benefit to the enterprise is not reflected in the team's revenue. Moreover, this investment is long-term, and the income is unstable. Therefore, for the production of small and micro enterprises, the development of hidden channels is very difficult. For sales companies, in addition to a certain scale, brand resources are also essential. A complete case project, not one or two brand resources can be satisfied, often requires five or six or more brand resources to combine to meet the requirements of a project. Therefore, if the company does not have abundant brand resources, the hidden channels will not last long. The hidden channel, the thrust is also a good promotion platform for the Rally Designer Conference. In February of this year, the National Development and Reform Commission, the United Nations Development Program, the Global Environment Facility China phased out incandescent lamps, and accelerated the promotion of energy-saving lamps (PILESLAMP) project sponsored 2014 farewell incandescent bulbs. Lighting up the Green Life series is a good platform for developing hidden channels, bringing together a group of outstanding architects, designers, photographers and other industry insiders. The event has been highly valued by the lighting industry, and many well-known brands are involved, including Sanxiong. Aurora, Op Lighting, Century Yaming Lighting, Shandong Lighting, Tongshida Lighting, Guangmingyuan Lighting, Shanghai Sansi Electronic Engineering and Yuzhong Gaohong Lighting. This not only drives the whole society to form active use of green lighting products, but also brings certain business opportunities to enterprises. Through the exhibition, the lighting companies will showcase their products to architects, designers, photographers and other relevant industry professionals, and strive to bring their brands into their minds.