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Compared with the hot market in the second half of last year, the LED lighting market in the first half of 2014 seems to be much deserted. Although almost all LED lighting companies in the domestic market continue to carry out channel promotion actions as in previous years, overall, the lighting giants’ previous channels have been converging their efforts, and the focus has shifted to a stable distribution channel network. Develop products that are more suitable for channel development. The entire domestic LED lighting market is definitely growing. I think the factory energy-saving renovation and street lighting market is still very good. Although the sales volume is also increasing in retail, the price is chaotic. For many manufacturers, retail is only selling goods, and currently there is no large-scale profit. Xiao Zhiyong, deputy director of sales for the marketing department of LED Marketing Department of BYD Co., Ltd. said. The general manager of a LED lighting company in Zhongshan told reporters that the competition for dealers has become fierce, and the requirements of large distributors for lighting companies are very high. Advertising fees and other promotional expenses must be borne by the lighting company, and the lighting factory must provide one year replacement. However, many dealers sell products that are sold once a month or two a year, and they are returned to the factory for replacement. For lighting companies, the cost of maintaining such a large distributor is very high. The person in charge of the above-mentioned Zhongshan Lighting Company complained to the reporter of "High-tech LED", but looking for small dealers, they can only hope that the performance of the lighting company mentioned. Up to now, the domestic business department has lost at least 3 million to 4 million yuan per month in order to maintain dealers. Fortunately, foreign orders are relatively stable. Now they are considering accepting the new present. There are not many LED lighting companies that can get a countertop. Many lighting factories are waiting for the price. How to do the merger of the merger / Long Zonghui's shareholders or institutional investors, hope to continue to explore the domestic retail market through financing, after all, has been invested for so long, if you stop, you will give up. Judging from the market situation, the input-output ratio of various lighting factories in channel development is also very different. For example, Yiguang Lighting invested nearly 100 million yuan in the early stage, but the profit is definitely a loss. This has also sounded the alarm for many domestic LED lighting companies, especially those with early channel development and huge advertising investment. Most of them also tend to slow down in the first half of the year. The high amount of channel investment is not a stable dealer. They often change. After all, the temptation of the outside world is too much. It is their original intention to make money as a dealer. The general manager of Zhongshan LED Lighting Co., Ltd. said. But there are some exceptions. Mulinsen, who has positioned popular goods and popularized households, has not given up the signs of channel recruitment this year. On June 7th, at the ceremony of the Millennium Forest Project, Mr. Sun Qinghuan, Chairman of Mulinsen, gathered nearly 3,000 merchants. He made it clear that Mulinsen's total revenue in 2012 reached 1.8 billion yuan, and its total revenue in 2013 was close to 2.8 billion yuan. It will maintain a rapid growth of 30-40 in the next few years. Mulinsen’s approach is to maximize the scale so that the price is maximized. Obviously, the LED lighting factory like Mulinsen is still very big in this year's market space. The domestic LED lighting market is divided into two parts, business photo and home. Lin Junsong, general manager of Smiths Optoelectronics Technology Co., Ltd. said that the government's fiscal tightening this year, the government's order volume has dropped sharply, and the energy-saving transformation of shopping malls and hotels has experienced rapid growth in the past few years, and the growth rate is now narrowing. The real estate market is sluggish and the home improvement market has shrunk a lot. The rise of online stores has squeezed out the market share of many physical stores, but online store operations require Internet operating thinking, which is often lacking in LED lighting companies, so only a few online stores can make a profit. The silence of the LED lighting market this year is clearly the result of most companies sinking their minds.
October 13, 2024