Slow construction of LED lighting stores is constrained by five major aspects

Led terminal channel construction is relatively slow compared to the hot parts of LED R&D. At present, there are already thousands of professional LED lighting manufacturers, but in the market terminal, there are very few companies that specialize in LED products. LED stores are also rare in the market. Recently, the author conducted an exchange on the topic of LED store construction with industry insiders. He learned that it is necessary to do a good job of LED stores, and the internal work can be sure to be solid.

The emergence of LED stores was born in response to market demand. Zhongshan Guoguang Lighting Technology Co., Ltd. Guo Huaguo once said that the reason for the opening of a LED store. In 2009, the company launched sales of LED interior lighting. Because LED interior lighting needs good product display and scene experience, the company has strengthened the construction of LED specialty stores. At present, 10 specialty stores have been established nationwide, with an area of ​​more than 60 square meters, while the large flagship store has reached 100 square meters. It can be seen that with the rapid development of LED, especially the promotion of LED interior lighting applications, LED store construction will also accelerate.

The establishment of franchised stores plays a crucial role in the promotion of product sales, the branding of LED lamps, the attraction of consumers, and the promotion of corporate culture, product display and promotion. At the same time, the store also carries the function of product after-sales service, which is conducive to improving the competitiveness of enterprises and market satisfaction. However, at present, the pace of LED store construction in China is somewhat slow. The reason is mainly the following five constraints.

Lack of professionals

As the LED technology is high and belongs to the emerging sunrise industry, at present, LED is facing a shortage of professional, high-end talent, and this will also affect the construction of LED stores to a certain extent. The traditional lighting technology is low in content. After a small amount of training, the guide purchaser can clearly convey the product's functions, features, and usage methods to the customer. Due to the particularity of LED products, at present, many manufacturers' bosses and salesmen are in a state of little understanding of LED-related technologies and product features, and no matter whether they have corresponding training for merchants or shopping guides. On the one hand, consumers know very little about LED, need professional shopping guide to explain the advantages and characteristics of the product; on the other hand, the existing sales staff are unable to fulfill this important task, which undoubtedly increases the operating difficulty of the store.

To set up an LED store, manufacturers and merchants must inject professional talents, strengthen the training of LED professional knowledge, increase their attention and insight on the development trend of new products in the industry, and provide them with regular training. Provide customers with lighting solutions. Professional shopping guide is a key factor in improving store sales. If this piece of soft power can not keep up, it will inevitably restrict the development of the store.

Absence of brand

For the store, it generally requires a more standardized, unified, standard image and operating mechanism, which requires LED manufacturers have a higher brand influence and market operation ability, can provide various aspects of the daily operation of the business, management guide. At present, the LED rise time is only two or three years only, the domestic well-known lighting companies are still in the early stages of LED development, production stage, the market has not yet appeared influential LED brand, LED market is still in a quagmire state. The uneven quality of products and the lack of leading brands have caused many businesses to be very confused when choosing LED manufacturers. According to the author's knowledge of an LED store, its store's LED brand as many as more than 10, and many are second and third line brands. This mixed state is far from our true LED store.

Product positioning is not clear

At present, many companies in the implementation of the LED project one-sided pursuit of large and complete, whether it is outdoor lighting, or indoor lighting, whether it is high-power, or low power, as long as it is on the LED. Other companies are even more hungry and can do anything that makes money. However, operating a franchise requires a clear positioning of the product and the segmentation of the consumer's needs. Different product combinations and different levels of product elements are used for different functions and environments. In this way, it is beneficial to the promotion of the store's later period and market development.