Compared with many people, lighting enterprises are divided into two camps of traditional lighting and LED lighting. Zhang Yutao, chairman of Sanxiong Aurora, elaborated his views in the keynote speech of the 2013 Gaogong LED Industry Summit Forum. “The ultimate demand for consumers and users is lighting and lighting. This is the problem that most of our lighting companies need to solve.â€
As the quality and technology of LEDs gradually mature, the cost is gradually approaching the critical point of market demand. “In the past few years, we have also done a lot of work and received good results. We use our LED products like Shanghai World Expo, Guangzhou Asian Games and Shenzhen Universiade.†In Zhang Yutao’s view, LED products are ultimately integrated. The lighting products, due to the long life of LED products, the replacement market effect of traditional light sources will soon disappear.
In the past, the life cycle of incandescent lamps and energy-saving lamps determined that the market could operate through large circulation and large distribution, but it would be difficult for LEDs to make money in this way. “We sell integrated lighting. To retain customers, we must provide customers with professional knowledge, provide solutions, and respond quickly.†Zhang Yutao said that some channel modes of traditional lighting will die out in the past, vitality. Strong channel models will grow and develop.
Zhang Yutao believes that the future LED lighting channel model will mainly exist in three forms, the professional distribution model, the furniture retail model and the emerging e-commerce model.
Among them, the professional distribution model has a certain degree of professionalism due to the user's purchase, and the group is wide and diverse, including commercial, hotel, office, mineral, medical, school, landscape, road, etc. Each market segment has its own characteristics. Corresponding to this, different types of vendors are needed to serve them. This professional distribution model, because the channel is very familiar with the product, the service is also very professional, it can be said that it is more difficult to replace, will maintain a relatively strong vitality.
For home lighting, furniture retail channels are an important sales model. Home lighting can be divided into two categories, one is a decorative product, and the other is a functional product. Considering the technical and cost reasons, decorative LED lighting products are difficult to be accepted by consumers in a short time. However, for functional lighting products, the market launch will be very fast. Therefore, enterprises must be timely in the construction of home specialty stores.
For the emerging e-commerce channels, many LED products are also sold well on the Internet. Some companies have also achieved good results, which should be said to be relatively successful. However, some companies have not paid attention to the relationship between online and offline, but have caused difficulties for their offline channels. "The e-commerce water is very deep. How to balance and deal with the relationship between online and offline channels still needs the industry to explore and think." Zhang Yutao said.
In fact, no matter which channel mode, in the era of rapid changes in the lighting industry, for manufacturers or sellers, the requirements for professionalism are constantly improving.
“At this stage, dealers are very dependent on manufacturers with brand precipitation, user base, technical and application experience, complete product lines, strong production process capability, and ability to provide professional service knowledge.†Zhang Yutao believes that the corresponding LED lighting manufacturers need a professional sales team that is market-conscious, well-managed, familiar with the product, and able to provide comprehensive service support to users. "In the era of LED lighting, in fact, the degree of interdependence between manufacturers and businesses has increased a lot, and everyone must work closely together to create professional channels."
Zhang Yutao has his own judgment on the changes in market demand. In his view, product line management, professional and sound service systems and market cultivation will be key indicators for the comprehensive competitiveness of LED lighting companies.
"In the past, in the era of traditional lighting, many companies can fight the world with one or two items, but this era has passed." Zhang Yutao pointed out that users are more and more fond of one-stop shopping and a package of services. For LED lighting companies, the rational planning of the product line, whether it is complete or not, is very important, and the product line must match the characteristics of the channel. “Companies must provide products that meet market needs.â€
At the same time, this also puts new demands on the seller. In the face of different customers, it is necessary to recommend different product combinations in order to create maximum value for users. Zhang Yutao said that in the LED era, if enterprises do not change their thinking and do not improve their management, they will eventually be eliminated. “While improving its capabilities, companies should fully communicate, communicate, train, and learn with vendors to help customers and increase their value.â€
Based on the construction of the product line, the follow-up enterprise is to establish a professional and sound service system. In Zhang Yutao's view, the meaning of the service is very broad, including technical support, lighting design, application experience, after-sales service and so on. "LED is a new thing. Most users are not familiar with the product, and they don't understand it. Basically, they can't get rid of it." In fact, the basic needs of users are still to choose the products that suit them, but they don't know what kind of solution to use. Get the best results to control at the most reasonable cost. â€
"This requires us to provide pre-sales technical support, which involves lighting design and application experience services." Zhang Yutao believes that LED products will encounter more problems than fluorescent lights and HID. Therefore, good after-sales service is also particularly important. At the same time, unlike the products that are visible, the service is intangible, and the professional and sound service system can help the channel to add value.
In addition, for many LED lighting companies, only knowing the distribution of goods to the channel, using low-cost strategy to grab market share without knowing how to carry out long-term cultivation of the market, Zhang Yutao has his own different views. “The channel is two-way. On the one hand, the product needs to be sold to the target customer through the seller. On the other hand, the company also needs to continuously cultivate potential customers and improve the customer's recognition of the company's brand and products, so that the source can be used as a channel. Constant vitality."
At the same time, in the past few years, a large amount of funds have flooded into the LED lighting industry, and the number of enterprises has increased a lot. The market competition is also unprecedentedly fierce. But for dealers, there are more choices, but they are more blind and more chaotic. "In the end, you have to choose what kind of brand to operate, you can go longer" has become a confusion for many dealers.
In Zhang Yutao's view, no matter how the industry changes, how the products change, and how the channel model changes, it does not change. A sound service network embodies convenience, and professional services bring a comfortable experience. This is the most important decisive factor for a company to impress consumers.
(High-tech LED reporters are sorted according to live recordings)
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