[Text / Wang Cairong] "We strive to achieve 1 billion yuan in lighting sales in 2016, only to achieve a sales scale of 1 billion yuan in the lighting market." This is the general manager of TCL Lighting Li Chun'an on March 21 The "FAST Big Breakthrough" TCL Lighting Global Dealer Conference is a rhetoric. ZGAR Glo-X Prefilled Cartridge Zgar International (M) SDN BHD , https://www.zgarvapepen.com
Obviously, the traditional home appliance giants do not want to miss the only chance of "overtaking the curve" in the LED lighting era. In addition to TCL, Konka, Midea, Skyworth and Changhong have also begun to increase the layout of the LED lighting market year by year. However, the appliance crocodile has been entering the market for many years on the LED lighting road. What is the reason?
"The reason why the home appliance giant is difficult to become bigger and bigger in the LED lighting market is that it is 'not knowing the line'." An executive from Shanghai Yapur Lighting Co., Ltd. told the "High-tech LED" reporter that no matter the business ideas, Business models, or in the dealer channel layout, etc., the appliance giants have serious problems.
The above-mentioned executives said that although these home appliance companies have grown and become the mass brands in the minds of consumers after 20 or 30 years of development, their product positioning and market positioning in the field of LED lighting are not clear. "Currently, TCL lighting and Midea Lighting seem to be active in the market, but it is difficult for them to see which market segments these brands focus on. Which products are the main products, LED lighting products are less, and the speed of updating is slower."
The general agent of a province in southwestern region of TCL Lighting told reporters that in the past two years, TCL lighting's main products are mainly T5 integrated brackets, T8 lamps, LED spotlights and ceiling lamps, etc., and there are not many types, and most of them are engineering. Channels, terminal distribution channels sales are not good.
"Agent TCL lighting products because of its brand awareness and credibility, but in recent years, it has some 'bundling' conditions in the switch, Yuba and other home appliances, requiring dealers to sell LED lighting products. A TCL lighting dealer in Ningbo said in a telephone interview with reporters that many dealers have withdrawn from cooperation.
The above situation is not limited to TCL lighting, and other home appliance giants have such problems in terms of distribution channels. In fact, in the past few years, in order to achieve the goal of rapidly cutting into the lighting industry, on the one hand, large-scale mergers and acquisitions of high-quality resources in the lighting industry, while high-tech hired professional managers to be responsible for the operation of the LED lighting business, but the home appliance giants seem to have begun. Overestimating the marketing ability of their team, professional managers have to make every effort to improve their performance in the short term in order to fulfill their performance commitments.
"A lot of home appliance predators have annual sales of tens of billions or even hundreds of billions, and the lighting subsidiaries of the group's lighting subsidiaries are hard to get the recognition of the group for several hundred million a year. Therefore, the relevant teams are meeting their performance targets. In order to reflect their own abilities, they often 'kill chickens and take eggs', and adopt marketing short-sighted behaviors such as mass-pressing goods to dealers." The above-mentioned Yapur lighting executives told reporters that this way of overdrafting channel resources is tantamount to "small seedlings encouragement", so Inevitably, the company will fall into a vicious circle.
In addition, some industry players also believe that compared with the home appliance industry, the lighting industry's dealer team's overall quality and marketing capabilities are low, the overall strength is generally weak, coupled with the excellent distributor resources everywhere have long been divided by traditional lighting giants As far as possible, home appliance predators can only seek cooperation from the second and third-tier dealers, and require second- and third-tier dealers to make first-class performance, which is indeed somewhat difficult. 