According to statistics, many mainland LED companies have made efforts in the brand pipeline in 2012, and the basic market framework has also been built. These companies may continue to exert their power in the construction of brand pipelines in 2013, but the effect cannot be achieved at once. status.

How to capture the increasingly open LED general lighting market has become a top priority for many LED companies. In 2013, the brand pipeline construction of China LED lighting market may have the following conditions:

First, the lack of a complete product line.

The complete product series is the foundation of brand pipeline construction, involving product categories and product items. Without a complete product line, dealers do not have the courage to work together to integrate the products of major manufacturers to operate an area; even if it is not a store, the distributor will not single-select a certain part of the product agent, the market's change is difficult to predict, fundamental There is no way to predict what products are good for sale in the market; now many companies have incomplete product lines, some companies have leading products, and other ancillary products look out for cheap low-quality products. In addition, some companies implement multiple brands. At the same time, in the limited product category, it is easy to create the situation where there is product overlap. If there are different dealers in different brands in the same region, different dealers of different brands in the same company will be used. The same product is different prices to snatch the market.

Second, there are few operational brand systems.

Although many LED companies in mainland China began to invest in brand pipelines in 2012, LED lighting brands with a complete brand system have not yet emerged. Many manufacturers' dealer contracts are even changed in three days, not to mention the company's relevant policy support. In addition, the starting point for the LED industry is relatively low, and many small businesses have begun to do brand pipelines, but the brand system is by no means a book to be included. The brand system involves many areas, including business strategy, business strategy, VI, IS and so on.

Third, it is more difficult for LED lighting companies to dig dealers from traditional lighting companies.

It is expected that there will be a battle of pipelines in the LED lighting market in mainland China in 2013. LED companies began to do the pipeline earlier, the dealers were basically dug up from the traditional lighting, and with the traditional lighting companies began to invest heavily in LED lighting, LED companies would like to dig dealers from the traditional lighting companies, and Not so easy. In the face of market competition, LED companies and traditional lighting companies each have their own advantages. Therefore, in 2013, the Chinese market may have more mergers and acquisitions integration with BDO Runda and NVC Lighting.

Fourth, more low-priced products, quality has become the target of public criticism.

Industry experts believe that price is an obstacle to the opening of the LED lighting market, especially the LED lighting civil market. In 2013, many LED brands are expected to introduce low-priced products. In the early days when there was no volume increase, the important means for companies to reduce their prices was to reduce the manufacturing cost by starting from the lighting materials. Therefore, frequent quality accidents may hinder the expansion of the LED market. The stumbling block. According to statistics, the quality of low-priced LED lighting products currently sold online is vulnerable. This can be confirmed by the comments made on major websites.

Fifth, lack of marketing team.

Many questions about the market require professional staff to solve questions. Once the pipeline is formed, it means that the LED must be smooth from production to sales. It is understood that many current LED brand marketing teams are turning from the traditional lighting, the current LED lighting sales channel does not have a complete experience can be used for reference, after-sales products than traditional lighting needs more effort, so embarrassed this group of people . Many companies changed their marketing teams one after another, once they became emperors and courtiers, and the marketing personnel changed. The company’s brand management philosophy was also not well settled. It's just that the market needs to wait. Branding requires patience.

6. Increased capital investment has caused capital shortages to be a problem for enterprises.

From the fifth point we can see that the LED lighting pipeline is a process that takes time and requires patience, but these all require funds as backing support. The current LED lighting pipeline is obviously required to invest, LED lighting market is still in the cultivation period, there is not enough financial support, is unable to support.

For companies that focus on the construction of LED lighting pipelines, 2013 is a very important year. The channel construction of LED lighting market in mainland China will have a clear watershed in this year. The market may still be the market last year, but if the channels are not laid, The road ahead is not so smooth.