[Source: "High-tech LED-lighting market" July issue / Xiong Yuheng]
On June 10, 2012, the second day of Guangya Exhibition, Zhongming Semiconductor booth, many industry people and authoritative media gathered to witness the agent of Zhongming Semiconductor and Huangda Lighting Appliance Co., Ltd. (hereinafter referred to as Huangda Lighting). Cooperation signing ceremony. At this point, Huangda Lighting officially became the provincial agent of Zhongming Semiconductor Guangdong Province, and its perfect market channel has become an important force for Zhongming Semiconductor to explore the South China market.
Huangda Lighting Appliance is mainly the agent of traditional lighting in the early stage, and is the general agent of Langeng Electric series products in Guangzhou. In 2010, Huangda Lighting Appliance began to get involved in LED lighting, and its product positioning was high-end. After many considerations, Zhongming Semiconductor was selected as the company's agent brand. In 2011, Huangda Lighting Appliance achieved sales of 2 million yuan in the field of LED lighting.
As the saying goes, men are afraid of getting into the wrong line, and women are afraid to marry the wrong man. As a distributor, especially LED lighting distributors, in the context of the industry where brands are scared, the choice of agency brands is particularly important.
Huang Xuewen, general manager of Huangda Lighting Appliance, believes that as a dealer, you can't take care of the small profits in front of you, so you can choose to represent low-quality, low-cost LED assembly products and get rid of your signature. Must have a long-term development vision, choose those brands with strong R & D strength and brand awareness to act as agents. Only in this way, dealers can gradually establish their own stable customer base, and with the popularity of the company, the brand influence grows together.
Agency marketing focuses on brand
High-tech LED reporter: As a professional lighting agent, Huangda Lighting Appliance will follow the principle of choosing the agent brand.
Huang Xuewen: Huangda Lighting has a high-end positioning and is very cautious about the choice of agency brands. When choosing an agent brand, we will make repeated market research, and then choose products that focus on product quality and focus on brand building.
There are two principles we follow. The first is the existing brand. This brand is reliable in quality, has a fixed consumer base and a high brand awareness, such as Langeng, which was previously represented by our company. Secondly, companies such as Zhongming, which are reliable in quality and have independent research and development capabilities and packaging capabilities, can lead Huangda Lighting to move forward steadily.
Gaogong LED reporter: According to Gaogong LED's visit to the major lighting cities across the country, at present, in the entire LED lighting terminal market, there are more dealers who choose to act in Zhongshan and Jiangmen. What do you think of this?
Huang Xuewen: At present, Zhongshan and Jiangmen have become synonymous with inferior LED lighting products. Many high-end agents and engineering companies are more likely to exclude LED lighting products from Jiangmen and Zhongshan.
In fact, dealers are also doing business, and they need to go through long-term precipitation to lay their own channels, establish their own brands, and establish their own stable customer base. I think that dealers must put their own eyes on the long-term, LED lighting instead of traditional lighting is the future trend, and this replacement will take about three to five years. Dealers must be able to withstand loneliness. In the short term, don't try to make too much money. Choose to sell low-quality products and get rid of your own signs.
Terminal disorder is understandable
Gaogong LED reporter: According to the investigation of high-tech LED, the current domestic LED lighting terminal market is quite chaotic. How do you view the current LED lighting terminal market chaos?
Huang Xuewen: From a rational point of view, the current chaos in the entire LED lighting terminal market is the inevitable stage for the entire industry to mature. For example, the phenomenon of uneven prices, disordered brands, rampant assembly products, and serious product homogeneity have experienced the same in the process of replacing incandescent lamps with energy-saving lamps.
At the beginning of the energy-saving lamps, some merchants used inferior halogen powder and inferior aluminum materials to produce energy-saving lamps in order to reduce product prices. With the rise of national brands such as NVC and Opp, the current energy-saving lamp market has been fairly standardized.
Therefore, for the entire industry, the current chaos is not necessarily a bad thing. After all, LED is still in the promotion stage, in the "darkest time before dawn", the special industry background, for those who do not pay attention to quality, do not pay attention to the brand still have some living space. However, with the establishment of LED brands, the introduction of national standards, the entire LED lighting market will continue to improve, the survival of the fittest, the survival rules of the big waves will play a role, filtering out those unqualified enterprises.
Gaogong LED Reporter: What do you think are the main reasons for these chaos?
Huang Xuewen: First of all, the entire industry has not yet formed a more influential brand, resulting in dealers in the choice of agency brands, it seems more blind. Secondly, the state is vigorously advocating LED lighting, but it has not seen the introduction of standards, resulting in inadequate supervision of the entire LED lighting market. Thirdly, consumers have insufficient understanding of LED lighting products, and are only sensitive to price, which is easily tempted by dealers. This also provides a living soil for those low-quality assembled products.
On June 10, 2012, the second day of Guangya Exhibition, Zhongming Semiconductor booth, many industry people and authoritative media gathered to witness the agent of Zhongming Semiconductor and Huangda Lighting Appliance Co., Ltd. (hereinafter referred to as Huangda Lighting). Cooperation signing ceremony. At this point, Huangda Lighting officially became the provincial agent of Zhongming Semiconductor Guangdong Province, and its perfect market channel has become an important force for Zhongming Semiconductor to explore the South China market.
Huangda Lighting Appliance is mainly the agent of traditional lighting in the early stage, and is the general agent of Langeng Electric series products in Guangzhou. In 2010, Huangda Lighting Appliance began to get involved in LED lighting, and its product positioning was high-end. After many considerations, Zhongming Semiconductor was selected as the company's agent brand. In 2011, Huangda Lighting Appliance achieved sales of 2 million yuan in the field of LED lighting.
As the saying goes, men are afraid of getting into the wrong line, and women are afraid to marry the wrong man. As a distributor, especially LED lighting distributors, in the context of the industry where brands are scared, the choice of agency brands is particularly important.
Huang Xuewen, general manager of Huangda Lighting Appliance, believes that as a dealer, you can't take care of the small profits in front of you, so you can choose to represent low-quality, low-cost LED assembly products and get rid of your signature. Must have a long-term development vision, choose those brands with strong R & D strength and brand awareness to act as agents. Only in this way, dealers can gradually establish their own stable customer base, and with the popularity of the company, the brand influence grows together.
Agency marketing focuses on brand
High-tech LED reporter: As a professional lighting agent, Huangda Lighting Appliance will follow the principle of choosing the agent brand.
Huang Xuewen: Huangda Lighting has a high-end positioning and is very cautious about the choice of agency brands. When choosing an agent brand, we will make repeated market research, and then choose products that focus on product quality and focus on brand building.
There are two principles we follow. The first is the existing brand. This brand is reliable in quality, has a fixed consumer base and a high brand awareness, such as Langeng, which was previously represented by our company. Secondly, companies such as Zhongming, which are reliable in quality and have independent research and development capabilities and packaging capabilities, can lead Huangda Lighting to move forward steadily.
Gaogong LED reporter: According to Gaogong LED's visit to the major lighting cities across the country, at present, in the entire LED lighting terminal market, there are more dealers who choose to act in Zhongshan and Jiangmen. What do you think of this?
Huang Xuewen: At present, Zhongshan and Jiangmen have become synonymous with inferior LED lighting products. Many high-end agents and engineering companies are more likely to exclude LED lighting products from Jiangmen and Zhongshan.
In fact, dealers are also doing business, and they need to go through long-term precipitation to lay their own channels, establish their own brands, and establish their own stable customer base. I think that dealers must put their own eyes on the long-term, LED lighting instead of traditional lighting is the future trend, and this replacement will take about three to five years. Dealers must be able to withstand loneliness. In the short term, don't try to make too much money. Choose to sell low-quality products and get rid of your own signs.
Terminal disorder is understandable
Gaogong LED reporter: According to the investigation of high-tech LED, the current domestic LED lighting terminal market is quite chaotic. How do you view the current LED lighting terminal market chaos?
Huang Xuewen: From a rational point of view, the current chaos in the entire LED lighting terminal market is the inevitable stage for the entire industry to mature. For example, the phenomenon of uneven prices, disordered brands, rampant assembly products, and serious product homogeneity have experienced the same in the process of replacing incandescent lamps with energy-saving lamps.
At the beginning of the energy-saving lamps, some merchants used inferior halogen powder and inferior aluminum materials to produce energy-saving lamps in order to reduce product prices. With the rise of national brands such as NVC and Opp, the current energy-saving lamp market has been fairly standardized.
Therefore, for the entire industry, the current chaos is not necessarily a bad thing. After all, LED is still in the promotion stage, in the "darkest time before dawn", the special industry background, for those who do not pay attention to quality, do not pay attention to the brand still have some living space. However, with the establishment of LED brands, the introduction of national standards, the entire LED lighting market will continue to improve, the survival of the fittest, the survival rules of the big waves will play a role, filtering out those unqualified enterprises.
Gaogong LED Reporter: What do you think are the main reasons for these chaos?
Huang Xuewen: First of all, the entire industry has not yet formed a more influential brand, resulting in dealers in the choice of agency brands, it seems more blind. Secondly, the state is vigorously advocating LED lighting, but it has not seen the introduction of standards, resulting in inadequate supervision of the entire LED lighting market. Thirdly, consumers have insufficient understanding of LED lighting products, and are only sensitive to price, which is easily tempted by dealers. This also provides a living soil for those low-quality assembled products.
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