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Recently, some dealers complained to reporters that there are too many LED brands circulating in the market, and the phenomenon of homogenization is serious, which makes them have troubles when choosing brand agents.
In Shenzhen Jiafu Building Materials Market, Ms. Yao, who is engaged in lighting agency, took the LED product catalog that the salesman had just handed over. She said to the reporter with a slight tone: “There are often LED manufacturers’ salesmen who sell products at home. The products of the family are all very similar, and I am not familiar with the quality of their products, it is difficult to choose."
It is understood that Ms. Yao has been engaged in lighting fixtures for many years. She is quite experienced in lighting brand agency, but now she has made it difficult to choose LED brands.
The reporter found in his store that the shelves were filled with LED products of various brands, and the products were similar. She said that there are too many LED products to sell at home, it is difficult to identify the quality of each product, and I have to try to represent a number of LED brands.
Coincidentally, the reporter found other troubles like Ms. Yao in other dealers. They have a choice phobia for the agent LED brand. At the same time, it is not uncommon to represent many LED brands, even some LED stores.
A merchant explained to reporters: "Because the LED industry lacks a brand with core competitiveness, dealers generally evade the risk of a single brand by proxying multiple LED brands. There is no benign interaction between manufacturers, and dealers face many brands. It seems quite awkward."
Product homogeneity is difficult to choose
Since the outbreak of the LED industry in 2010, domestic LED companies have been showing spurt growth. In addition to the traditional lighting companies have transformed LEDs, the successive entry of various capitals has also contributed to the number of LED brands.
According to incomplete statistics, there are currently 3000-4000 LED enterprises in China, and there are more than 2,000 LED indoor lighting enterprises. The number of enterprises accounts for more than half of the total number of LED enterprises.
However, due to the relatively low entry level of LED lighting applications, the technical content is not high, and the lack of relevant policies and regulations has led to various abnormal developments in the current industry.
In this context, the price of the fight has become a favorable killer for each LED manufacturer. "You just got a new LED product, I immediately released a new product with higher lumens, and the price is lower than you." Huaqiang North, a LED business person in charge, explained to the reporter the current competitive situation in the LED industry.
The biggest cost of LED lies in the core components such as chips, but many manufacturers belong to the initial stage of OEM or assembly. They simply purchase the lamp beads, power supply and lampshade and assemble them. The cost control is basically controlled by the upstream supply chain. However, it has to face the cruel market killing, so the use of inferior lamp beads and the replacement of the aluminum casing into a plastic casing has become a relatively simple and rude cost control method.
"Inferior LED products not only can not guarantee the service life, but the light decay phenomenon seriously leads to the energy consumption of LED products exceeding the standard." A merchant told reporters that due to their own credibility, they will try their best to avoid the quality when screening the agent brand. product.
However, it also admits that in the economic downturn, the search for LED brands that are both heavy and popular is as difficult as finding a needle in a haystack.
Manufacturer light weight channel
There has always been a saying that “channels are kings†in the industry, reflecting that channel resources occupy a dominant position in the competition for the lighting market.
But many LED companies interpret it as: "No matter how good the product quality is, just choose a right dealer, it is likely to win a market."
Therefore, with the rise of LED lighting in the circulation market, under the call of the concept of “the channel is the best in the worldâ€, many domestic LED companies have joined the channel “combat†and increased the construction of channels.
For channel expansion, the most common method is to hire salesmen to sell products to dealers everywhere, and it is these LED manufacturers that have caused troubles for Ms. Yao’s “bombingâ€.
However, the lack of competitiveness of the products has led to the "competition battle" of LED manufacturers. It is more of a kind of disorderly competition. In its marketing strategy, most of them adopt the trick of killing the price, killing the enemy, and killing one hundred thousand losses. I didn't get much effect for myself, and the dealers were tired of it.
However, Guo Huaguo, managing director of Minguang Lighting, believes that since the collapse of a large number of LED companies last year, the LED brand of dealers has declined this year.
It uses the term "ant on hot pot" to describe the current dilemma of dealers: "After the collapse of some LED brand companies, their agent dealers urgently need to find new brands to fill the gap."
For the LED industry's channel erection, Foshan Ouhe Lighting Baoxin said: "A lot of LED companies in the launching of the project, the first in the country is a storm, and then it is smashing, spending a lot of market expenses without getting the enterprise need."
"We should abandon the arrogant mentality, first establish several key and model markets across the country, build regional strong brands, and vigorously strengthen the development and support of channels. Through two to three years, gradually occupy the country, only this The market is stable and feasible.†Bao Xin said 
[Source: Gaogong LED's "LED Lighting Channel" magazine No. 6 (Total Issue 42) Reporter / Li Jingyu]
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