[Source: Gaogong LED 's " LED Lighting Channel" magazine February issue reporter / Zhou Jianhua ]
Market opportunity
“Traditional lighting has been deposited for many years, the pattern is stable, and the profits are too thin. The emergence of LEDs can bring new profit points. It can be said that it is driving the reorganization of the distribution brand.†According to Liu Xiang, the head of Nanchang Fu Shi Lighting Co., Ltd. "Reporter introduction.
"We used to be a lantern for crystal lamps. We are familiar with engineering fields. For example, the main lamps of hotels and villas have been purchased. General lighting and other auxiliary lighting are easy to follow up." Liu is currently extending the product line portfolio, hope and Professional LED brand companies have long-term cooperation. "We also have a lot of LED products in circulation, but they are all different in price, quality, and after-sales. But they are not familiar with the LED brand."
As in the case of engineering dealers, the vendor brand cooperation of distribution channels is constantly changing due to the penetration of LEDs. "The shortcoming of the circulation channel is that the profitability and loyalty of the dealers cannot be controlled. If there is not enough tempting investment promotion policy, or if the continuous profit is not realized in the short-term after joining, it is common for dealers to evacuate or fight back." Guo Huaguo, general manager of Minguang Lighting, said that the rigid cost of LEDs has been declining, and with the gradual acceptance of second- and third-tier cities, high cost performance and sustained profit protection have become the primary indicators for dealers to choose brands.
“So, the joint procurement of LEDs is higher than the ratio of traditional lighting and lanterns. At the Guzhen Light Fair in 2012, we received several batches of joint purchasing merchants from different regions in four days.†Deputy General Manager of Senpa Optoelectronics Marketing Lu Yi told the reporter of "Lighting Channels", "This type of business is in the second and third line, not the strongest in the region, but is eager to make breakthroughs in scale and brand with the help of LED new light source products."
The emergence of LEDs has brought about changes in agency loyalty and patterns, and traditional lighting and lighting dealers have begun to re-select. According to the reporter's investigation, Changzhou, Linyi, Chongqing and other lighting industry exhibition distribution centers show that provincial and municipal logistics companies with certain distribution channels have also begun to jointly purchase LED accessories from the production base and ship them back to local OEM assembly. This further promotes the integration of finished lamps in different regions of the surrounding area to reduce costs and enhance the price competitiveness of single products.
When the finished product batch goes up, the bargaining power of the raw material supplier is naturally improved, and one of the biggest items in the production cost is the material procurement cost. According to incomplete statistics, each 3% reduction in raw material procurement costs is equivalent to a 8%-10% increase in sales.
Temporary mission
Joint procurement is no stranger to most dealers, but in their awareness, it seems that more is still at the consumer level, and joint procurement between merchants and manufacturers is rare. Where to buy goods, what goods have been regarded as trade secrets by the business, the emergence of joint procurement means breaking the original procurement model, many people hold a skeptical attitude. “How is it possible?†Many traditional lighting companies with large distribution channels shook their heads toward joint purchases.
Especially when the products of their own brands appear only in the specialty stores as the subsidiary "supporting role" of the merchants, the merchants hold the attitude of trying to sell, and the enterprises do not have the same service as the long-term cooperative customers, the continuity of cooperation It is easy to discount.
At present, joint procurement is not mature in the lighting industry, including Jinan, Jilin, Dalian, Taiyuan and other cities. There are no cases of joint purchases by merchants. Even if there are, there are three or three partners, and after arriving in Zhongshan, Foshan, Huizhou and other industrial bases. Or separate purchases.
As one of the most important lighting distribution centers in the country, Linyi, many merchants also unanimously said that they have not thought about the joint procurement of LED products in the near future. The main reason is that this new procurement model is still not mature, and the effect needs to be verified. Some merchants bluntly said: "Joint procurement is equivalent to making your own cards naked and unacceptable."
The concerns of the merchants are not without reason. On the one hand, they are worried about the homogenization of purchased products and cause vicious competition. On the other hand, the brands that merchants represent are not the same, and the joint procurement operation is very difficult. According to the reality, joint procurement is more suitable for dealer groups of the same brand.
“The reason is very simple. The dealers of the same brand are highly close in a series of factors such as product type, business experience, and delivery location, and they have no direct conflict of interest and are easier to operate.†Shandong Tianma Lighting Chairman Liu Tongguang said, however, the joint purchase of the same brand of merchants is more likely to be seen as a manufacturer's ordering meeting.
“Like traditional lighting such as Philips, Osram, NVC, and Opp, the original channels are flourishing. The penetration of LED is basically a product and price system. Although the pace is slow, the channel influence is generally stable. "The company has been engaged in export for many years, and Zhou Jiaxiang, the chairman of Laiya Lighting, who is currently working hard to open up the domestic LED market, said. He believes that at the current transition period between LED and traditional lighting, the joint procurement of merchants is only a temporary temporary, rather than a symbiosis in the long-term marketing system.
Yuan Guanfeng, general manager of Marantz Lighting, told reporters about deeper concerns: usually large-scale chain stores will be more rational in purchasing, and the market will be better grasped, but if it is a temporary organization, “small and medium-sized customers buyâ€, there is a big Sensibility, often in the absence of understanding the combination of product, business and market demand where to "follow the wind" procurement, once there is a combination of slow sales, the impact of the brand in the region can not be ignored.
Market opportunity
“Traditional lighting has been deposited for many years, the pattern is stable, and the profits are too thin. The emergence of LEDs can bring new profit points. It can be said that it is driving the reorganization of the distribution brand.†According to Liu Xiang, the head of Nanchang Fu Shi Lighting Co., Ltd. "Reporter introduction.
"We used to be a lantern for crystal lamps. We are familiar with engineering fields. For example, the main lamps of hotels and villas have been purchased. General lighting and other auxiliary lighting are easy to follow up." Liu is currently extending the product line portfolio, hope and Professional LED brand companies have long-term cooperation. "We also have a lot of LED products in circulation, but they are all different in price, quality, and after-sales. But they are not familiar with the LED brand."
As in the case of engineering dealers, the vendor brand cooperation of distribution channels is constantly changing due to the penetration of LEDs. "The shortcoming of the circulation channel is that the profitability and loyalty of the dealers cannot be controlled. If there is not enough tempting investment promotion policy, or if the continuous profit is not realized in the short-term after joining, it is common for dealers to evacuate or fight back." Guo Huaguo, general manager of Minguang Lighting, said that the rigid cost of LEDs has been declining, and with the gradual acceptance of second- and third-tier cities, high cost performance and sustained profit protection have become the primary indicators for dealers to choose brands.
“So, the joint procurement of LEDs is higher than the ratio of traditional lighting and lanterns. At the Guzhen Light Fair in 2012, we received several batches of joint purchasing merchants from different regions in four days.†Deputy General Manager of Senpa Optoelectronics Marketing Lu Yi told the reporter of "Lighting Channels", "This type of business is in the second and third line, not the strongest in the region, but is eager to make breakthroughs in scale and brand with the help of LED new light source products."
The emergence of LEDs has brought about changes in agency loyalty and patterns, and traditional lighting and lighting dealers have begun to re-select. According to the reporter's investigation, Changzhou, Linyi, Chongqing and other lighting industry exhibition distribution centers show that provincial and municipal logistics companies with certain distribution channels have also begun to jointly purchase LED accessories from the production base and ship them back to local OEM assembly. This further promotes the integration of finished lamps in different regions of the surrounding area to reduce costs and enhance the price competitiveness of single products.
When the finished product batch goes up, the bargaining power of the raw material supplier is naturally improved, and one of the biggest items in the production cost is the material procurement cost. According to incomplete statistics, each 3% reduction in raw material procurement costs is equivalent to a 8%-10% increase in sales.
Temporary mission
Joint procurement is no stranger to most dealers, but in their awareness, it seems that more is still at the consumer level, and joint procurement between merchants and manufacturers is rare. Where to buy goods, what goods have been regarded as trade secrets by the business, the emergence of joint procurement means breaking the original procurement model, many people hold a skeptical attitude. “How is it possible?†Many traditional lighting companies with large distribution channels shook their heads toward joint purchases.
Especially when the products of their own brands appear only in the specialty stores as the subsidiary "supporting role" of the merchants, the merchants hold the attitude of trying to sell, and the enterprises do not have the same service as the long-term cooperative customers, the continuity of cooperation It is easy to discount.
At present, joint procurement is not mature in the lighting industry, including Jinan, Jilin, Dalian, Taiyuan and other cities. There are no cases of joint purchases by merchants. Even if there are, there are three or three partners, and after arriving in Zhongshan, Foshan, Huizhou and other industrial bases. Or separate purchases.
As one of the most important lighting distribution centers in the country, Linyi, many merchants also unanimously said that they have not thought about the joint procurement of LED products in the near future. The main reason is that this new procurement model is still not mature, and the effect needs to be verified. Some merchants bluntly said: "Joint procurement is equivalent to making your own cards naked and unacceptable."
The concerns of the merchants are not without reason. On the one hand, they are worried about the homogenization of purchased products and cause vicious competition. On the other hand, the brands that merchants represent are not the same, and the joint procurement operation is very difficult. According to the reality, joint procurement is more suitable for dealer groups of the same brand.
“The reason is very simple. The dealers of the same brand are highly close in a series of factors such as product type, business experience, and delivery location, and they have no direct conflict of interest and are easier to operate.†Shandong Tianma Lighting Chairman Liu Tongguang said, however, the joint purchase of the same brand of merchants is more likely to be seen as a manufacturer's ordering meeting.
“Like traditional lighting such as Philips, Osram, NVC, and Opp, the original channels are flourishing. The penetration of LED is basically a product and price system. Although the pace is slow, the channel influence is generally stable. "The company has been engaged in export for many years, and Zhou Jiaxiang, the chairman of Laiya Lighting, who is currently working hard to open up the domestic LED market, said. He believes that at the current transition period between LED and traditional lighting, the joint procurement of merchants is only a temporary temporary, rather than a symbiosis in the long-term marketing system.
Yuan Guanfeng, general manager of Marantz Lighting, told reporters about deeper concerns: usually large-scale chain stores will be more rational in purchasing, and the market will be better grasped, but if it is a temporary organization, “small and medium-sized customers buyâ€, there is a big Sensibility, often in the absence of understanding the combination of product, business and market demand where to "follow the wind" procurement, once there is a combination of slow sales, the impact of the brand in the region can not be ignored.
SBD is an abbreviation for Schottky Barrier Diode (abbreviated as SBD). SBD is not fabricated by the principle of forming a PN junction by contacting a P-type semiconductor with an N-type semiconductor, but by a metal-semiconductor junction principle formed by metal-to-semiconductor contact. Therefore, SBD is also called a metal-semiconductor (contact) diode or a surface barrier diode, which is a hot carrier diode.
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