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The LED industry in 2014 is destined to be full of change, opportunities and challenges. It will be a year of change due to the sudden emergence of e-commerce models and cross-border competition. For relatively low-end enterprises such as product power and service, this will be a year of big waves; but for comprehensive competition. For companies with strong advantages, I believe that the dawn of pre-dawn will be ushered in this year.
The new era of LED lighting has arrived. How should LED lighting companies review their own development models and restructure channels to gain market dividends? Recently, from the overseas market, the LED lighting international high-end lighting brand Maxim Lighting (MAXIMUS) has received much attention in the industry. The reporter deliberately discussed the channel construction and dealer role positioning in the new era of LED lighting. Mr. Liu Kefeng, the vice president of the company directly under the company and the general manager of the LED lighting indoor lighting center, conducted an interview.
Traditional dealers need a role change At present, the number of enterprises in the entire lighting industry is as many as 10,000. With the development of the network, the information asymmetry between consumers and enterprises has ceased to exist, and fierce competition in the industry will make the future Only a small number of companies with core product competitiveness can grow into a brand, and will also enable only a few dealers corresponding to it to survive.
After the arrival of the new era of LEDs, the channel model of the entire lighting industry will certainly change. After the distributors, mainly sales, display and service, changed their channel models throughout the industry, their roles will be changed to regional services and media. From the consumer's point of view, this change mainly involves the following two aspects: First, changes in the purchase channel. The development of e-commerce provides more channels for consumers to purchase products, and dealers are no longer the only choice for consumers. Second, consumers need to talk directly to the company to meet their individual needs. Liu Kefeng made the above judgment on the changes in the channel model in the new era of LED lighting.
In the traditional lighting period, the dealer channel played a huge role, on the one hand to solve the convenience of consumer purchase, which includes pre-sale, in-sale and after-sale services. The dealer is the second medium of communication for the lighting company, that is, the traditional consumer needs to understand the product and image of the company through the dealer channel, so that the company has a further understanding and understanding. On the other hand, dealers are also the backing of the company's sustainable development. The development of dealers means the development of enterprises to a certain extent. Mr. Liu Kefeng said that in the face of the new era of LED lighting, the distributor channel is not only the sales platform and service platform of the lighting enterprise, but also a communication platform. Enterprises should make full use of this platform and understand the reality of consumers. Demand, develop a scientific and effective strategic implementation plan.
Traditional dealers face the challenge of transformation and upgrading. The old and new exchanges are the same theme of the times, as is the LED industry. The new products will definitely eliminate the old products, and with the increasing personalization needs and specialization of customers, if the traditional dealer channel model can not provide professional and personalized services for the end consumers, then this model will eventually Will be replaced by other models. In this regard, Liu Kefeng believes that traditional dealers must have rapid response, learning and professional service capabilities in the face of industry changes and model restructuring. Traditional distributors must quickly grasp the new trends by perceiving the market trend, and make reasonable adjustments to their sales and service functions at any time to meet the development and changes of the market and achieve long-term development.
Liu Kefeng said: 2014 is destined to be an extraordinary year for Maixing Lighting. This year is not only the first year of Maixing Lighting's return to China, but also the 21st anniversary of Weiwei. As a professional LED lighting system solution provider, Maixing Lighting has been committed to the research and development of green energy and human light environment for many years, and constantly uses the product to interpret the knowledge! Based on the development of the industry and its own development strategy, Maixing Lighting will promote its effective channel model by integrating its core product value and product development.