Engineering channels break through difficult LED lighting dealers are powerless
[Text / high-tech LED reporter Wang Jing] In recent years, with the gradual implementation of major infrastructure projects such as Changsha Metro, Intercity Railway, Shanghai-Kunming High-speed Railway, the integration of Changsha, Zhuzhou and Xiangtan urban agglomeration has brought huge impact to Hunan LED lighting market. Development potential, high-end real estate in and around the city of Changsha, large-scale engineering projects have sprung up like construction, Changsha is moving towards the first-tier big cities.
Due to the serious homogenization of products, blind price competition, LED lighting in the terminal market, all dealers are mixed, reflecting the phenomenon that LED lighting products have formed a "satisfaction", in today's distribution channel market, it seems that only A low price is the "king".
In the case of poor retail performance and difficult development of distribution channels, engineering channels have become the focus of terminal dealers. Many agents are beginning to seek change, exerting strength in engineering channels, setting up professional sales teams, and actively occupying engineering channels. .
However, LED lighting has to successfully enter the engineering channel and become a shopping list for large-scale projects, but it is not an easy task. How to break through the engineering channels has become a confusion for many dealers.
Recently, in order to further explore the difficulties faced by many LED lighting distributors in the engineering channel field, the reporter conducted a field visit and investigation of Changsha market dealers.
Changsha is currently the largest professional lighting store in Nanhu Market. It has gathered nearly 300 lighting and lighting merchants, with many brands and stores. The number of professional engineering lighting companies and agents is also amazing. The daily traffic to and from Nanhu is very large, and it has become a lot of lighting projects. An important place for project purchasers to purchase lighting products.
“The competition between the merchants in the Nanhu market is very fierce. Many small shops that seem inconspicuous, the boss has a strong engineering ability and relationship background, and holds a large number of engineering channel customer resources.†One familiar with Changsha Nanhu Mr. Li, the merchant of the market situation, said this.
A merchant from Nanhu Shield Lighting City said, “I am mainly responsible for engineering projects and EMC projects. I have been working hard on projects since last year. Many projects have also participated in bidding and negotiation in the early stage, but Due to the many influencing factors of the project, the initial investment is too large, and the risk is also high in the later stage. Many projects we dare not cooperate rashly."
But even with fierce competition and many uncertainties, engineering channels have become the focus of sales for some dealers this year.
“Last year, Haohao Lighting, which I represented, has also done several large-scale hotel model projects, thanks to the support of the headquarters in this project. At present, several other LED brands I represent are mainly distributed channels, but Supporting distributors to compete for engineering projects will be the focus of this year's development." Zou Zhengwang, general manager of Changsha Candlelight Lighting, said.
Analysis reasons Zou Zhengwang said that the main reason is to start from the self, everyone wants to operate the project alone, but to play the project is a routine, this "cake" can not eat if you want to eat, I will not deliberately run the project, but If you encounter a suitable project, you will follow up and implement it.
According to a multi-party survey conducted by the "LED Lighting Channel", there are a large number of engineering projects in the Changsha market such as NVC, Sanxiong Aurora, Op Lighting, and Jiamei Lighting's old lighting brands in Changsha and other prefecture-level cities in Hunan, but these brands do Engineering projects often have advantages for large-scale lighting projects or lighting projects for a given brand.
Due to the serious homogenization of products, blind price competition, LED lighting in the terminal market, all dealers are mixed, reflecting the phenomenon that LED lighting products have formed a "satisfaction", in today's distribution channel market, it seems that only A low price is the "king".
In the case of poor retail performance and difficult development of distribution channels, engineering channels have become the focus of terminal dealers. Many agents are beginning to seek change, exerting strength in engineering channels, setting up professional sales teams, and actively occupying engineering channels. .
However, LED lighting has to successfully enter the engineering channel and become a shopping list for large-scale projects, but it is not an easy task. How to break through the engineering channels has become a confusion for many dealers.
Recently, in order to further explore the difficulties faced by many LED lighting distributors in the engineering channel field, the reporter conducted a field visit and investigation of Changsha market dealers.
Changsha is currently the largest professional lighting store in Nanhu Market. It has gathered nearly 300 lighting and lighting merchants, with many brands and stores. The number of professional engineering lighting companies and agents is also amazing. The daily traffic to and from Nanhu is very large, and it has become a lot of lighting projects. An important place for project purchasers to purchase lighting products.
“The competition between the merchants in the Nanhu market is very fierce. Many small shops that seem inconspicuous, the boss has a strong engineering ability and relationship background, and holds a large number of engineering channel customer resources.†One familiar with Changsha Nanhu Mr. Li, the merchant of the market situation, said this.
A merchant from Nanhu Shield Lighting City said, “I am mainly responsible for engineering projects and EMC projects. I have been working hard on projects since last year. Many projects have also participated in bidding and negotiation in the early stage, but Due to the many influencing factors of the project, the initial investment is too large, and the risk is also high in the later stage. Many projects we dare not cooperate rashly."
But even with fierce competition and many uncertainties, engineering channels have become the focus of sales for some dealers this year.
“Last year, Haohao Lighting, which I represented, has also done several large-scale hotel model projects, thanks to the support of the headquarters in this project. At present, several other LED brands I represent are mainly distributed channels, but Supporting distributors to compete for engineering projects will be the focus of this year's development." Zou Zhengwang, general manager of Changsha Candlelight Lighting, said.
Analysis reasons Zou Zhengwang said that the main reason is to start from the self, everyone wants to operate the project alone, but to play the project is a routine, this "cake" can not eat if you want to eat, I will not deliberately run the project, but If you encounter a suitable project, you will follow up and implement it.
According to a multi-party survey conducted by the "LED Lighting Channel", there are a large number of engineering projects in the Changsha market such as NVC, Sanxiong Aurora, Op Lighting, and Jiamei Lighting's old lighting brands in Changsha and other prefecture-level cities in Hunan, but these brands do Engineering projects often have advantages for large-scale lighting projects or lighting projects for a given brand.
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