[Source: Editor's Message from the May issue of " LED Research Review" magazine of Gaogong LED ] On May 5, Lixia. The temperature rises, the thunderstorms are mixed, and everything is competitive.
On May 7th, Wu Zhengyi, general manager of Yiguang Lighting Management (Shanghai) Co., Ltd. forwarded a Weibo: “Everyone, colleagues, everyone! Connect with the superior notice, prohibit the distributors in the system from participating in the meeting of Yiguang and other LED brand organizations. It is strictly forbidden to display and sell Everlight and other branded LED products! Once the company discovers that the company will stop the shipment and cancel the distribution rights of all products of NVC, please inform the dealers in each region! Please also speed up the display of NVC LED standard image and display Speed, the dealers in the channel must be completed before the end of the month! [Drepp Lighting].
Feige looked at it, and Wu suddenly changed his position to change the NVC? Look again, how does Weibo tail have a Derip lighting? Fei Ge finally understood, this is the NVC brand agent Henan Deruipu Lighting received a notice from the superior NVC, telling its agents and Yiguang and other manufacturers to draw a clear line, strengthen combat readiness, and prevent penetration.
If the content of Weibo is true, this means that newcomers to LED lighting pose a great threat and challenge to the original forces and relationships of lighting. This is the lighting of the rivers and lakes, after the LED revolution, in order to maintain the original parent status, blocking new entrants, showing an attitude: either maintain a relationship with my NVC, or take a break.
In traditional lighting, the relationship between brand manufacturers and dealers is often very embarrassing or very free. The dealer, a manufacturer, is also eyebrows with all kinds of bandits, even with the foreigner. For example, on the list of Drep's agents, there are husbands and gentlemen, buddies, Huaqiang Benbang, Sanxiong Aurora, Jihao Technology, Shanghai new highlights, 渝 electricians... and Yang Ge Osram.
Taiwanese companies have mainly been engaged in OEM for decades, and there are only a handful of consumer brands that have successfully operated in the mainland, mainly consumer electronics and food products. However, it is more difficult to establish a reputation on the rivers and lakes where the three religions are mixed. Before that, Delta had been working in the mainland for many years. It was intended to promote its lighting brand in the mainland, and the results were not lost.
Although Everlight is well-known in the LED industry, it does not have any consumer product marketing base, let alone deal with lighting dealers? In the case of Feige, if the Yiguang lighting products are introduced into the retail system, the advantages and disadvantages are not obvious compared with the mainland products. The premise is to dig a marketing team from NVC or other companies and completely decentralize. In this way, although it is impossible to guarantee that Yiguang Lighting will be smooth in the mainland, it will not encounter storms.
However, Yiguang Lighting has not yet bred its roots with the dealers, and it has made a huge impact on the drums and drums. The publicity is to grab the ground, dig the head, and build the field. Of course, it has alarmed people. I could have quietly entered the village, distributed the work before people reacted, and gave the villagers a sweet taste. After they got into the boat, they started to attack and do a good job. It is a pity that the huge cost of the strategic mistakes that should not be committed is inevitable. Follow-up, not only NVC, other original brand manufacturers will follow suit, and comprehensively block the light.
This is just the first robbery that Everlight encountered after playing. Of course, the number of dealers is very large, and Everlight can recruit dealers who are not strong or mainstream. However, the common feature of these dealers is to use the LED lights as a cabbage to bargain, and they can't do it all the time. When the price butcher appears, they will turn around and pounce on each other.
This kind of bad situation is not only that Everlight needs to face and immediately adjust its strategy, but also countless LED lighting newcomers need to be prepared.
Feige has long cried and warned the traditional lighting of the buddies, hesitating about LED will only lead partners to find new opportunities outside the system.
Although those LED manufacturers have never experienced in the rivers and lakes, whoever looks down on the IQ of LED lighting manufacturers will pay a heavy price. Because there are no LED lighting companies that are really on the scene, there are many price butchers, wealthy listed companies, state-owned enterprises with backgrounds and established multinational companies.
Channel warfare, just just started...
