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Weng Zhiqin, general manager of Mulinsen's light source family, said that the current Mulinsen shares mainly adopt dual-brand strategy, one is the light source family and the other is the Mulinsen light source. The differentiated layout of the two is more conducive to the entire group company to establish a leading position in the segmentation field. Advantage. The location of the Mulinsen light source is mainly circulation products; the light source family is positioned in the high-end LED lighting brand, mainly to improve the high-quality LED lighting products and green lighting integrated application solutions for high-end commercial places around the world. The main target markets are in the engineering market such as large supermarket chains, hospitals, schools, office buildings, and commercial lighting. At present, the family of light sources mainly adopts a challenge strategy. When he was born, he was led by a leading subsidiary of Mulinsen.
Different brand positioning determines the different channels of operation. According to Weng Weng, Mulinsen takes the light source as the core to take the traditional logistics channel, while the light source family takes the invisible channel with high-end integrated lamps, namely the design institute, design company, lighting design company, engineering unit and owner and other target groups to provide them with high quality. LED lighting products and overall solutions. In addition, the light source family has opened up another new channel, namely large commercial supermarkets, such as Wal-Mart, China Resources Vanguard, Metro, B&Q, etc., directly selling high-end consumers.
Weng Zong said that at present, Mulinsen mainly adopts the separation policy for channel operation and dealer policy, taking the volume of Mulinsen lighting, mainly hardware channels, establishing a provincial logistics center model and increasing the distribution network distribution rate; while the light source family brand is mainly Positioning high-end, high quality and high price, layout outlets mainly use community, prefecture-level city engineering company agent system to operate.
When talking about the dealer policy, Weng Zong said that it mainly focuses on local market policies and key areas of the model market, and distributes goods through local agents. At present, the light source family products mainly focus on bulbs, lamps, integrated ceiling lamps and downlights, and will expand to the lamp trays and brackets in the future to extend the product line.
It is reported that the construction of the Mulinsen channel has achieved initial success. There are 21 first-class agents, 450 second-level agent wholesalers and more than 2,500 distribution outlets in major cities across the country. According to Weng Zong, after the official release of the new brand of light source family MLS in early June 2012, many designers and contractors across the country are in deep contact with them, including some comprehensive engineers who are very strong in the local area. I hope to obtain the exclusive agency rights of MLS in the local area. They are very clear that in the same positioning market, MLS's comprehensive competitive advantage is very obvious, such as comprehensive cost performance, which enables them to feel tangible profits.
Speaking of the development goals for 2013, Weng Zong said with great confidence: "The target sales plan of the Light Source Family in 2013 is 80 million yuan. The products will be based on commercial LED light sources. Next year, we plan to develop 65 community agents, each selling. 2 million yuan, and set up a core investment plan in 8 cities and 8 provinces, will build 20 LED light source product experience hall, etc. In the early stage, we will build a 20 square meter lighting experience store in Hangzhou, Suzhou, Nanjing, Shanghai and other places. After that, the storefront area of ​​the experience store will gradually expand to 80 square meters."
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.) 
Vendor cooperation "countercurrent" Nuggets Mulinsen push LED channel segmentation policy
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