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The LED lighting industry is a sunrise industry with great potential, and the channel advantages of traditional lighting enable LED companies to quickly expand sales channels. As a result, LED lighting companies and traditional channels are naturally "marriage" together.
However, in the process of this marriage, the relationship between the traditional dealers and the LED lighting manufacturers has become more subtle due to the lack of confidence of the dealers in the dealers' ability to operate, or the fact that the dealers feel that the support given by the manufacturers is insufficient. .
Manufacturer's "grievance"
At the Shenzhen Huaqiang North LED International Sourcing and Trading Center, the reporter encountered a typical case. According to Manager Tan of the sales department of a photoelectric company, “Now the dealers rarely specialize in a brand, usually acting as a brand. Our dealers are also, the general agent is three or four brands, and many Dozens of brands. We also understand the hardships of dealers."
“Dealers can place orders in our factory and can help us sell our products. Others don’t care much.†At the Hong Kong Spring Lighting Fair, Wan Cui, marketing manager of a LED lighting company in Fujian, said.
“Traditional enterprises have a lot of restrictions on dealers because the sales of traditional enterprises are stable and the dealers are naturally stricter. However, the LED lighting industry is still in the market cultivation period, and it has to rely on traditional distributors to open channels. For LED companies, At present, the most concerned about how to seize the market, naturally do not dare to offend the traditional channels of dealers." Wan Cui told reporters.
According to Lan Wenliang, general manager of Shenzhen Xianglong Lighting, in general, these dealers are the most able to drive LED manufacturers to sell, because their channel resources are very wide. As far as their factory is concerned, sales for one year are basically driven by these high-quality dealers.
"At present, the selection criteria for LED lighting enterprises for dealers are mainly as follows: First, dealers who make traditional lighting fixtures are familiar with the lighting market; second, engineering builders, LED lighting and engineering construction can often be linked together; The company, which is specialized in home energy-saving projects, is also an important customer of LED lighting companies." Lan Wenliang said.
However, the traditional dealer multi-brand operation will bring some unfavorable factors. When the reporter interviewed many LED manufacturers in Shenzhen, many business owners said that they were very dissatisfied with the operation status of some dealers.
"These specialties are generally not very high-end, it is difficult to give consumers confidence, we mainly want to do high-end brands, which is equivalent to dragging the brand. In addition, because the store brand is often replaced, the products are messy, not only the clerk or even the boss Not familiar with the specific parameters of product performance, technical indicators, etc., said a person in charge of a company.
“These traditional channels are the resources of LED companies to survive, so we don’t dare to offend. Generally, because of their small size, in order to save costs, a project often needs to purchase LED lighting products of various brands. Although we hope these Dealers specialize in doing our brand agency, but considering their channel resources, we dare not give different opinions." Lan Wenliang said.
Dealer's "complaints"
Compared with the dare of the LED manufacturers, the opinions of the distributors of the traditional channels are more direct.
When the reporter interviewed another market in Shenzhen, a dealer who did not want to be named said that their store is a specialty store that represents a well-known lighting brand abroad.
In the beginning, in order to be different from the traditional dealers, let their stores do more professional, do not represent other lighting brands. However, as time went by, he found that the sales of specialty stores selling domestic brand LED products in the store were very good. However, because the price of the product is 50%-120% higher than that of the domestic brand, the product is difficult to be accepted by consumers, and the sales volume has not been able to go up.
"The price of the product is so much higher than that of the people. How can it be sold? The price of the product is a direct factor affecting the sales volume. Few people who are acting on their own are willing to pay for it. After all, compared with the traditional lighting, the price/performance ratio of foreign brands is too low. The above-mentioned dealers admitted that consumers are so smart and will definitely compare them. In order to open sales, they also began to represent several domestic brands.
A dealer of Guoanju said: "The manufacturers rarely support our training, but we can only rely on ourselves. But we are still a little powerless to train the clerk. The decoration funds basically have to be our own, lacking the support of the manufacturers."
Win-win "wisdom"
According to statistics, the output value of the LED industry in mainland China reached 205.9 billion yuan last year, an increase of 34%. Among them, LED indoor lighting has developed rapidly in the commercial and office fields, with an output value of 55.7 billion yuan. These data show that the LED lighting industry is in a period of rapid rise, both LED manufacturers and distributors hope to join hands to occupy the market as soon as possible, so as to get a piece of the pie.
Huang Chuyu, the manager of Sakamoto Electric, told the reporter: "Compared with the pressure of traditional lighting companies to press and quantify, the preferential agency policy of LED lighting companies can still attract many traditional lighting distributors. Because of the threshold of traditional lighting brands High, and the brand of LED lighting companies, there are not so many conditions, virtually reducing the threshold for doing business. In case of excessive restrictions, I can choose not to do this brand, after all, there are so many LED lighting companies invited We are joining."
The savvy traditional dealers naturally know that the LED lighting market is a big cake. Although there are still many unruns and smooth places between the manufacturers and the traditional channels, just like the new cars that have just been bought, in fact, everyone knows that they cannot do without each other.
In short, from the dealer's point of view, it is destined to be inseparable from LED lighting manufacturers, and from LED manufacturers, it must also rely on traditional channels of dealers to reduce business risks.
Under the relationship of the cold and the cold, how can the two sides adapt to each other and get through the running-in period as soon as possible, and take advantage of each other to avoid their disadvantages, which is a common problem. 
[Source: Gaogong LED's "LED Lighting Channel" magazine No. 5 (Total Issue 41) Reporter / Concise and Full]