[Source: "High-tech LED-lighting market" July issue / Zhou Jianhua]
1. Status
Shangchao channel is still sprouting
Since 2000, consistent with the golden period of the lighting industry, the domestic chain retail industry has developed rapidly. Especially since 2011, large chain supermarkets and department stores across the country have been attacking the city, and the influence on the habits of end consumers has become more and more important.
Under the rule of “channel is king, decisive terminalâ€, many LED civil lighting brands only have R&D technology and scale production capacity. “In terms of marketing, they have just started, and there are not many outlets. In addition to providing OEM/ODM services, The super channel will undoubtedly help it to quickly enter the market, it is worth investing," said Xiao Zhiyong, deputy director of BYD's LED marketing department. However, when the reporter asked BYD's monthly sales volume of more than two years of business super channels, Xiao Zhiyong was ashamed and refused to disclose.
Some channels are not widely infiltrated, but companies that have gained popularity have paid more attention to the brand effect brought by the Shangchao channel. "And relative sales, we pay more attention to the experience effect of the direct terminal brought by Shangchao to BYD Lighting, which is the popularity of the mass brand. Just like we open an online mall." Xiao Zhiyong added to the high-tech LED reporter.
The reporter visited Wal-Mart, Carrefour, China Resources Vanguard, RT-Mart and other supermarkets in Zhongshan and Jiangmen, and found that the display of lighting products is almost only one wall: the area is generally 3 meters by 4 meters, or 2 meters by 5 meters; The brand is about 6 to 8, mainly Philips, Osram, GE, Op, Fozhao, Donglin, Gwangyang, Mingda, etc., and a small number of supermarkets have brand guides.
The product categories are also relatively concentrated: mainly energy-saving lamps of various wattages, simple table lamps. There are few LED civilian light sources on foreign brands, but some domestic brands of LED products have reached 10%-15%. Of course, the price difference of similar products will reach 30%-50% at home and abroad.
The relevant person in charge of RT-Mart told the reporter: “Over the years, lighting products are not fast-moving consumer goods, and their civilian products exhibition area and resident brands are relatively fixed.†Therefore, even domestic and foreign famous brands and perennial partners must be in the brand supermarket chain. It is not easy to hold a seat.
When the reporter asked about the LED products, the person in charge said: "At present, the price of LEDs in Shangchao is relatively high, and the sales volume is far from the traditional light source, so the proportion of sales is small." And the reputation of domestic LED brands and The popularity of the person in charge is frankly unclear, and it is still recognized as a lighting brand that cooperates with the supermarket all the year round.
2, difficult
Harsh taxes and taxes
“Each product enters a store, a bar code must pay 800 yuan; retailers directly deduct 20% from the sales at the time of checkout; 4,000 yuan to 5,000 yuan for a stack; 1300 yuan for a poster...†A person in charge of the channel department working in the LED light source company told reporters.
According to the disclosure, it is no secret that retailers charge suppliers a variety of fees and huge amounts of fees. Contract fees, entrance fees, bar code fees, festival fees, store celebration fees, terminal price fees, delivery fees, enquiry fees, shopfront image maintenance fees, collection and payment service fees... More than ten charges make a commodity enter the supermarket retail terminal. The level is heavy."
"Wool is on the sheep, and the helpless supplier can only find the consumer to pay the bill." An industry source said that the means adopted by the supplier is generally to change the product specifications and models, and increase the price of the goods. The original price of 100 yuan of goods, to the supermarket shelves, at least have to sell more than 120 yuan. “And the LED price was originally several times more expensive than the traditional light source, so the price is lower.â€
According to the reporter's understanding, the settlement of payment terms has often become a trigger for the deterioration of the relationship between retailers and suppliers. At present, domestic foreign-funded or domestic-funded retail supermarkets have long-term problems. The goods that could have been settled on the same day can be paid to the suppliers one month after the contract is stipulated in the contract. The original can be settled in the current month. Shangchao stipulates that the payment will be paid after two months or three months; for some other commodities, Shangchao even directly stipulates that the payment period is 150 days, six months, and so on. "What is more serious is that after the expiration of the account period, some merchants often delay payment of the payment for various reasons." This is a severe test for the capital chain of energy-saving light source enterprises and wholesalers whose profits are not high.
The owner of an energy-saving light source that originally planned to enter the supermarket channel but was under pressure from the top of the market said helplessly: "The medium-sized and brand-name enterprises that are not in the first line do not switch to the supermarket channel, so we end the 'direct supply' to a large supermarket. The attempt, and in turn, cooperated with large wholesalers to let the goods 'walk away, detours' to achieve sales."
"This seemingly roundabout tactic, the actual cost is lower than the manufacturer's product 'direct supply' into the store, at least the wholesaler is cash in stock." An internal management staff of Gwangyang Electric told reporters that lighting, especially the comprehensive category wholesale In the supermarket, the merchants bought out the distribution rights of certain categories, and obtained the goods from the production enterprises in proportion to the retail channels. “They are going a lot, they have a lot of goods, and they are earning logistics and intermediate spreads.â€
1. Status
Shangchao channel is still sprouting
Since 2000, consistent with the golden period of the lighting industry, the domestic chain retail industry has developed rapidly. Especially since 2011, large chain supermarkets and department stores across the country have been attacking the city, and the influence on the habits of end consumers has become more and more important.
Under the rule of “channel is king, decisive terminalâ€, many LED civil lighting brands only have R&D technology and scale production capacity. “In terms of marketing, they have just started, and there are not many outlets. In addition to providing OEM/ODM services, The super channel will undoubtedly help it to quickly enter the market, it is worth investing," said Xiao Zhiyong, deputy director of BYD's LED marketing department. However, when the reporter asked BYD's monthly sales volume of more than two years of business super channels, Xiao Zhiyong was ashamed and refused to disclose.
Some channels are not widely infiltrated, but companies that have gained popularity have paid more attention to the brand effect brought by the Shangchao channel. "And relative sales, we pay more attention to the experience effect of the direct terminal brought by Shangchao to BYD Lighting, which is the popularity of the mass brand. Just like we open an online mall." Xiao Zhiyong added to the high-tech LED reporter.
The reporter visited Wal-Mart, Carrefour, China Resources Vanguard, RT-Mart and other supermarkets in Zhongshan and Jiangmen, and found that the display of lighting products is almost only one wall: the area is generally 3 meters by 4 meters, or 2 meters by 5 meters; The brand is about 6 to 8, mainly Philips, Osram, GE, Op, Fozhao, Donglin, Gwangyang, Mingda, etc., and a small number of supermarkets have brand guides.
The product categories are also relatively concentrated: mainly energy-saving lamps of various wattages, simple table lamps. There are few LED civilian light sources on foreign brands, but some domestic brands of LED products have reached 10%-15%. Of course, the price difference of similar products will reach 30%-50% at home and abroad.
The relevant person in charge of RT-Mart told the reporter: “Over the years, lighting products are not fast-moving consumer goods, and their civilian products exhibition area and resident brands are relatively fixed.†Therefore, even domestic and foreign famous brands and perennial partners must be in the brand supermarket chain. It is not easy to hold a seat.
When the reporter asked about the LED products, the person in charge said: "At present, the price of LEDs in Shangchao is relatively high, and the sales volume is far from the traditional light source, so the proportion of sales is small." And the reputation of domestic LED brands and The popularity of the person in charge is frankly unclear, and it is still recognized as a lighting brand that cooperates with the supermarket all the year round.
2, difficult
Harsh taxes and taxes
“Each product enters a store, a bar code must pay 800 yuan; retailers directly deduct 20% from the sales at the time of checkout; 4,000 yuan to 5,000 yuan for a stack; 1300 yuan for a poster...†A person in charge of the channel department working in the LED light source company told reporters.
According to the disclosure, it is no secret that retailers charge suppliers a variety of fees and huge amounts of fees. Contract fees, entrance fees, bar code fees, festival fees, store celebration fees, terminal price fees, delivery fees, enquiry fees, shopfront image maintenance fees, collection and payment service fees... More than ten charges make a commodity enter the supermarket retail terminal. The level is heavy."
"Wool is on the sheep, and the helpless supplier can only find the consumer to pay the bill." An industry source said that the means adopted by the supplier is generally to change the product specifications and models, and increase the price of the goods. The original price of 100 yuan of goods, to the supermarket shelves, at least have to sell more than 120 yuan. “And the LED price was originally several times more expensive than the traditional light source, so the price is lower.â€
According to the reporter's understanding, the settlement of payment terms has often become a trigger for the deterioration of the relationship between retailers and suppliers. At present, domestic foreign-funded or domestic-funded retail supermarkets have long-term problems. The goods that could have been settled on the same day can be paid to the suppliers one month after the contract is stipulated in the contract. The original can be settled in the current month. Shangchao stipulates that the payment will be paid after two months or three months; for some other commodities, Shangchao even directly stipulates that the payment period is 150 days, six months, and so on. "What is more serious is that after the expiration of the account period, some merchants often delay payment of the payment for various reasons." This is a severe test for the capital chain of energy-saving light source enterprises and wholesalers whose profits are not high.
The owner of an energy-saving light source that originally planned to enter the supermarket channel but was under pressure from the top of the market said helplessly: "The medium-sized and brand-name enterprises that are not in the first line do not switch to the supermarket channel, so we end the 'direct supply' to a large supermarket. The attempt, and in turn, cooperated with large wholesalers to let the goods 'walk away, detours' to achieve sales."
"This seemingly roundabout tactic, the actual cost is lower than the manufacturer's product 'direct supply' into the store, at least the wholesaler is cash in stock." An internal management staff of Gwangyang Electric told reporters that lighting, especially the comprehensive category wholesale In the supermarket, the merchants bought out the distribution rights of certain categories, and obtained the goods from the production enterprises in proportion to the retail channels. “They are going a lot, they have a lot of goods, and they are earning logistics and intermediate spreads.â€
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