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For a long time, engineering channels have become a must for merchants because of their large volume and high profits. At present, LED lighting enters the critical period of channel layout. As a piece of fat meat, the engineering channel has its own advantages that cannot be matched by other channels, but its The potential high risk is not affordable for the general business. On the one hand, the engineering channel takes up a lot of capital and the return period is long; on the other hand, the current LED terminal retail share is low, most of the businesses are living by engineering, and the market competition is more Intense.
Faced with the increasingly low-cost engineering channels, many businesses have expressed their willingness to do so, but they still adhere to the principle of not abandoning or giving up. What is the performance of the lighting engineering channel in the LED era? And see how industry experts explain.
The LED channel engineering channel manufacturers directly participated in the Guangdong Huari Lighting Co., Ltd. deputy general manager Zhao Jianfeng made a comparison between the traditional lighting era and the LED lighting era engineering channel: in the traditional lighting era, lighting engineering is generally the manufacturer with the dealer Only a few, such as the Olympics, the World Expo, the National Games, etc., need to cooperate directly with the manufacturers because of the high requirements for bidding. In the LED era, due to the government's vigorous promotion, more and more outdoor projects and municipal renovation projects are directly involved by manufacturers, reducing the dealer's links, greatly increasing the profits of the manufacturers, making the engineering channel a part of the lighting industry. Fat meat.
For the direct access of the factory to the engineering channel, BYD Lighting Channel Director He Lun also agreed that in October 2013, BYD Group registered and established Guangdong BYD Energy Saving Co., Ltd., opening a new engineering channel cooperation mode. In the original engineering direct sales agent and other modes, it brings more possibilities and more space to the project operation.
He Lun explained: the original traditional engineering channel cooperation, the mode is relatively simple, the engineering agency funds pressure, the project follow-up is cumbersome. Now, BYD provides one-stop service for engineering channels. In short, BYD funds, BYD out of technology, BYD products, and BYD's sale, the ultimate benefit. In this way, the engineering channel reduces the risks and circulation links in the project operation, and ultimately brings more smooth profit and profit.
What is the performance of the current engineering channel?
There are some differences between the engineering channels of the LED era and the traditional channels. What is the performance of the LED engineering channel under this mode of operation? What about profit?
He Lun bluntly said that the profit of the engineering channel at this stage is relatively lower. The main factors leading to the change are: First, the market competition is fierce; second, the LED market is gradually mature, and the price system is gradually stable.
Zhao Jianfeng also said that the current project profit is declining: the previous projects were quoted at more than 50 points by product. Now some projects are basically not making money, and everyone is grabbing orders. This is the result of competition. Large engineering projects are generally tender, and the strength of the enterprise is the fight. Because the owner may have specified the brand or set some special (standard) thresholds, this makes the general engineering company unable to intervene; and for the general small engineering projects, there are not many special requirements, we can all fight for, relative pressure Also small. As for the project payment problem, more than the contract, part of the order, part of the goods to pay, part of the completion of the payment, there are about 3-10 points is the after-sales warranty, the basic after-sales payment is more difficult, this is also the project price Costs to consider.
Zhao Jianfeng concluded that the engineering market has the characteristics of high returns, but the high returns are often accompanied by high risks. The investment and pressures and pressures of all aspects will be much larger than the normal circulation and retail channels, regardless of Huari Lighting or other LED companies, this year's LED lighting engineering channel is a combination of risks and opportunities.
How to break through the brand multi-channel win as a company?
He Lun, director of BYD's lighting channel, explained BYD's strategy in the engineering channel war. The main projects undertaken by BYD Lighting are demanding energy conservation at present, such as commercial lighting: energy-saving renovation of shopping malls, hotels, medical and office buildings; energy-saving renovation of municipal offices, street lamps and tunnels. Its share of turnover is as high as 80 or more.
In response to the current fierce and high-risk market conditions, BYD Lighting continued to explore the engineering market. BYD Lighting relied on the Group's brand appeal and strong financial support to enter the physical mall (Shundian, Wal-Mart, etc.) to enter the terminal retail. In addition, the operation of e-commerce platforms, such as Tmall, JD, and Amazon, are currently actively expanding, which is used to coordinate with channel agents to do offline promotion. In this way, they complement the engineering channels and further strengthen the brand. Influence. In summary, BYD Lighting has always been a multi-channel direction, only to make specific key adjustments according to specific periods.
Zhao Jianfeng said that at present, the entire market is facing a situation in which funds are difficult to borrow and the pressure of competition is high. Some enterprises have also begun to change in other directions. For example, in the transformation of e-commerce, online shopping is increasingly favored by the public. E-commerce as a virtual trading platform market is infinite, as long as there is a logistics place to solve the problem of product supply, so that the customer's radiation surface is even more Wide, not only solves the various cumbersome problems of offline transactions, but also expands the cooperative relationship between enterprises and localities.
For different enterprises, the response measures are different, and some multi-channels simultaneously exert efforts to build industry brands; some channels open the way, product solutions help out. In general, it is a sentence: to improve the strength of the company, to prepare for the product, to establish a corporate brand.