How do the hottest LED lighting enterprises promot

  • Detail

How do LED lighting enterprises develop super channels in three aspects of brand product promotion?

as for LED lighting brands, international first-line brands such as Philips and OSRAM have a strong share in the super market. Industry insiders said that the "high cost" and "long settlement cycle" of the super market have led to the financial strength of enterprises being the prerequisite for entering the super channel

in the lighting industry, the supermarket channel is the most direct position for manufacturers to face consumers. Therefore, the products sold in the supermarket market can not only achieve the purpose of profitability, but also more effectively expand the public awareness of LED brands in the end consumer market. Therefore, the supermarket channel is pursued by many enterprises. In recent years, the supermarket market has flourished and developed in a scattered manner throughout the country, providing a broad space for enterprise developers to develop supermarket channels

supermarkets are also known as Ka stores of enterprises. With convenient transportation, Ka stores are often located in the core business district of the city, with strong purchasing power, good reputation, large flow of people and standardized management, such as Wal Mart, Carrefour, China Resources Vanguard, RT mart, Metro, etc. in terms of preparation technology, these Ka stores occupy an absolutely dominant position in terminal retail, and enterprises can use it to increase sales and strengthen brands. However, enterprises should also see that Ka stores also have many criticisms, such as high threshold, many regulations, high costs, long settlement cycle, complicated procedures and so on. It holds the advantage of negotiation chips and is in the active position of negotiation

in this context, targeted sampling surveys were carried out on large chain stores and supermarkets in some parts of the country. Through data statistics and analysis, the development status of supermarket channels in the lighting industry was presented in simple terms


although it is common for supermarkets to be the prey and manufacturers to be fish and meat, the supermarket market always has its unstoppable charm, which makes many brands flock to it. According to the statistical data in Table 1 and table 2: first, in terms of lighting brands, Philips is the most powerful brand in the supermarket market, which has entered almost all supermarkets in the country. The second is OSRAM, which has entered 68% of the supermarket market according to the sampling survey data. The third is Guanya LED lighting, with an entry rate of 64%. Followed by Hasbro, with an entry rate of 61%, firefly, 46%, Rex lighting, 43%, Foshan Lighting, 41%, followed by Zhongguang, OPP, blockbuster and other brands; 2、 In terms of electrician brands, bull is the strongest, with an entry rate of 86%, followed by Philips, with an entry rate of 53%, Nanfu, with an entry rate of 46%, followed by OSRAM, Hangjia, Mani, Zhuodeng, inteman, Akihabara, Baker and other brands

in terms of lighting brands, international first-line brands such as Philips and OSRAM occupy half of the supermarket market, which is mainly related to the strong financial strength of Philips and OSRAM. Cheng Yan, sales manager of national supermarket and e-commerce channel of Foshan Lighting, said that the high market cost and long settlement cycle of supermarket have led to the financial strength of enterprises being the prerequisite for entering the supermarket channel

the experimental standards mentioned above refer to ISO, ASTM, DIN, GB, BS, JIS, etc.

in this survey, Guanya LED lighting followed Philips and OSRAM in the market share of national supermarkets. As a lighting enterprise focusing on the production of high-quality table lamps, Guanya LED lighting has a market share of supermarkets only after OSRAM, which shows that table lamps, as household goods, are widely welcomed by consumers, which is also confirmed by the market entry rate of Hasbro, blockbuster and other brands focusing on the production of table lamps

in addition to the brands that account for the main market share shown in the chart, there are many brands (not to be listed one by one), such as xuelaite, Huaxiong, Hyde trust, Yingke, jiuliang, Mingda, Dilang optoelectronics, baochengxin, juzuo, gadget ghost, etc., which have also entered the supermarket channels


the entry of products into supermarkets is not the end of the supermarket channel war, but the beginning of the war. After entering the market, many brands face a common problem: how to survive on the narrow shelf with numerous brands and elimination system? In addition, the supermarket market dominates the promotion activities of products. If some brands want to gain an advantage in the supermarket market promotion, they have to increase the promotion costs, so as to highlight the tight encirclement of promotion competition

the data in Table 5 shows that 39% of shopping malls and supermarkets choose to allocate 2 lighting product shelves, 25% of shopping malls and supermarkets choose to allocate lighting product shelves, 21% of shopping malls and supermarkets choose to allocate lighting product shelves, and 15% of shopping malls and supermarkets choose to allocate more than 8 lighting product shelves

6. Effective stretch space stroke:300mm (it can be increased as needed). Cheng Yan, the sales manager of Foshan Lighting national supermarket and e-commerce channel, who has many years of experience in supermarket channel management, said that the shelves of lighting products in shopping malls and supermarkets are rare, but there are many brands on the shelves. For brand products sold in the market, shopping malls and supermarkets will generally adopt the way of locking the single product codes that rank in the bottom ten of the quarterly sales volume to limit the admission of products with low volume. In this way, it will not only promote the sales and quality of products, but also ensure the full utilization of shelf space

in terms of promotional activities, taking the starting and ending time period of the survey as the sample (Table 6), Philips held the most promotional activities in the national supermarket market, accounting for about 25% of the total number of promotional activities, followed by Rex lighting, accounting for 16%, Foshan Lighting, accounting for 14%, followed by Hasbro, Nanfu, OSRAM, Guanya, firefly, Zhongguang, blockbuster and other brands, and promotional activities also accounted for a certain proportion

according to the data in Table 1, Philips has entered the supermarket market strongly and has been firmly in the leading position, thanks to Philips' large-scale capital investment in the supermarket channel, including the investment in promotional activities. It is reported that Philips has a professional Ka store research and promotion team in terms of promotional activities, which inspects and comprehensively evaluates the business scale, traffic, the most popular products, products that have entered the mall, and carries out product portfolio planning according to the research results, so as to make the annual product orders, quarterly promotion plans, and annual promotion plans. It can be seen that Philips' focus and investment in the supermarket market is far greater than that of other brands, so no matter how strong it is in the supermarket, it is not surprising


it is understood that to enter the sales of large-scale chain stores and supermarkets, products have to pay at least 60 kinds of fees, large and small, from admission to shelves, and shopping malls and supermarkets have many standards for products on shelves, such as brand market awareness, product features and functions, product image, product gross profit, etc

facing all kinds of demanding requirements of supermarkets, manufacturers are not only meeting the needs of consumers, but also catering to supermarkets in the choice of products. Table 3 shows that table lamps and energy-saving lamps account for the largest market share of large supermarket lighting in China, with an entry rate of 100%; The second is the switch row plug, with an entry rate of 93%; Then to the bulb lamp, the entry rate is 86%; The second is the fluorescent tube, with an entry rate of 57%; There are also ceiling lamps, annular tubes, small night lights, flashlight and other products, all accounting for a certain share

in terms of product sales, energy-saving lamps are the most popular, with a sales rate of 93% in the supermarket market; The second is table lamp, with a sales rate of 79%; The third is switch row plug, with a sales rate of 68%; The fourth is bulb lamp, with a sales rate of 57%; Then there are fluorescent tubes, ceiling lamps, night lights and other products, which also account for a certain sales share

combined with the data in Table 3 and table 4, it is not difficult to draw a conclusion that table lamps are the most popular in shopping malls and supermarkets, while energy-saving lamps are the most popular among consumers. Looking back at the qualified candidates required by the Taiwan appellation organization in Table 1, according to the absolute advantage of lamp brands such as Guanya, Hasbro and Baoshida in data, there are three reasons why table lamps are popular in shopping malls and supermarkets: first, table lamps are daily household consumer goods, which are easy to enter the supermarket market; 2、 The table lamp products are exquisite and meet the consistent standard of choosing products in the supermarket market; 3、 Lamp sales basically do not need after-sales service, which is different from some other circulating products or engineering products, greatly reducing the after-sales service cost in the supermarket market

from the statistics of the most popular energy-saving lamps among consumers, it shows that in the current end consumer market, the public still likes energy-saving lamps compared with LED lamps. However, the sales volume of bulb lamps followed closely, which also shows that led lighting has gradually replaced energy-saving light sources and is accepted by more mass consumers

Copyright © 2011 JIN SHI