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There are products, channels, and sales, which is the consensus in the lighting industry. Watching the first half of 2014, many brands have been gearing up for high-profile launches of new products, deep-seated channels, and brand horns. In order to gain more market share, companies are sharpening their knives. Then, in the first half of 2014, what is the product-based channel layout of major brands? Let's take a look together. Cost-effective product-driven channel layout History of Ford Lighting Chairman Shi Jie Since May 2014, Shifu will further enrich its product line, launching new products, covering all areas of LED lighting, and with world-class chip and drive companies such as Philips and Cree Wait for a strategic partnership. In June's Guangya Exhibition, Shifu will focus on launching a series of cost-effective new products in the exhibition hall of more than 300 square meters. In terms of channel construction, in May, the team led by Su Hui, the deputy general manager of Shifu, has initially completed the layout of the large circulation channels of Shifu China. In addition to individual regions, all 47 logistics centers have signed cooperation agreements. In the first quarter, the Ford National Marketing Team and the business personnel deployed by agents at all levels have reached the scale of 1,000. The number of distribution outlets in the country has been more than 1,400, and the sales volume of indoor and outdoor projects and large circulation business has exceeded 100 million yuan. The logistics center successfully completed the established basic sales target for the first quarter. In terms of brand building and promotion, Shifu has adopted a combination of traditional media, Internet media and mobile Internet terminal media to achieve a better effect. While increasing the propaganda of traditional media such as anti-aircraft advertising, car body advertising, and door-to-door shop recruiting, it has also established long-term cooperative relationships with the industry's mainstream media. Channel penetration deepens to help enterprises develop Lin Jilin, general manager of Mulinsen Lighting Marketing Center Before the Guangya Exhibition, Mulinsen will hold a dealer meeting in Zhuhai Changlong Ocean Park to provide an opportunity for dealers to exchange and learn and rest. In addition, the conference also took the opportunity to bring the dealers into the Mulinsen factory in Xiaolan, allowing the merchants to more fully understand the production process of Mulinsen and enhance the cooperation confidence between the merchants and Mulinsen. In 2014, Mulinsen's product promotion was divided into three stages: the first stage was LEDT5/T8 integrated bracket; the second stage was LED kitchen light, LED ceiling light and LED bulb; the third stage focused on LED tube Lights, LED brackets and LED light panels. In order to further enhance the terminal market penetration rate of Mulinsen lighting products, Mulinsen also increased brand awareness through a combination of various propaganda methods in 2014, such as maintaining in-depth cooperation with domestic mainstream media, placing outdoor advertising, participating in various professional forums, etc. In the international arena, we will participate in professional large-scale exhibitions such as Thailand International Lighting Exhibition and Korea International Lighting Exhibition to open up the export market. In 2014, Mulinsen's channel goal was to achieve full coverage of the primary and secondary markets and increase the density of outlets. The third and fourth-tier markets basically achieved full coverage. In order to better help distributors and agents to achieve sales improvement, Mulinsen uses the sales method of the same city distribution direct sales in the first- and second-tier cities to sell products. At present, this sales method is very bright in Shanghai, Hangzhou, Beijing and other regions. In the new media marketing model, the channel of Xue Laite Optoelectronics Marketing Director Wei Zhiquan In March, Shellett listed more than 20 new products, including ceiling lamps, living room lamps, ceiling lamps, flat-panel lamps, high-pressure lamps and so on. Among them, the Ming Hao series of ceiling lamps and Liuyun series of living room lamps have won the high favor of customers with fashionable, natural and fresh design. In the brand building, Shell Wright has increased its investment, focusing on the continuous advertising of industry media represented by the large lighting all media. In addition, Shelly also launched a new media marketing model of WeChat promotion, more than 20 WeChat reds jointly promoted the Shell brand, with a disposable radiation of more than 120,000 people. The promotion is large and the coverage is wide. Not only that, Shell Wright is also fully prepared for personnel layout and market planning: First, expand the market business team and inject new marketing concepts; Second, improve the construction of outlets, focus on the development of first- and second-tier core cities. Planning the construction goals of 500 core flagship stores; 3. Strengthening support for distributors everywhere, giving materials, training and other support, and increasing efforts to expand distributor channels. On May 20th, Shelley also launched a public welfare activity to light up your dreams and care for the visual health of poor primary school students. 90 new products strongly promote engineering channels. The general manager of Zhaoxin LED Marketing is pleased to further meet the needs of the project. Recently, Zhaoxin LED has once again enriched the product system and released nearly 90 new products, mainly promoting hotel lighting wall washers and high altitude. Downlights and store lighting track spotlights and combination spotlights. At the end of the win in the Pan-Project 2014 Zhaoxin LED Spring Distributors Summit, Zhaoxin LED hotel lighting and store lighting products left a deep impression on the dealers with the humanized design and intelligent control features. In the first half of 2014, Zhaoxin LED concentrated on a 100-day 100-day battle, mainly for the purpose of opening up engineering dealers, focusing on four regions of South China, Central China, East China and North China, and strengthened projects in these areas. Timely operation. At present, the more attractive products of Zhaoxin LED in the market are the persistence of market positioning and product quality, and the excellent corporate culture under the 50-year history of the Group. In addition, in the professional market and lighting technology support, Zhaoxin LED has strong solution capabilities in LED applications such as hotel and commercial complex, factory lighting, etc., to meet the needs of customer product customization and customization, while the background team Quick response provides dealers with greater confidence. In the year of 2014, Guoxing Optoelectronics launched a series of new products, including E-series candle lights, E-series bulbs, T8 glass tubes, T5 square brackets and other products. At the same time, some of the best-selling products are promoted, the highest rebate of dealers reached 31.6, orders surged, and many products were in short supply. In March-April 2014, Guoxing Optoelectronics concentrated its firepower with a large-scale lighting media as a publicity platform, vigorously blowing the horn of brand promotion, which caused great concern in the industry. In addition, Guoxing Optoelectronics has done a lot of outdoor advertising in the lighting market across the country. These advertisements face the end consumers and play a very good role in promotion. It is worth mentioning that the Guangzhou Lighting Exhibition in February and the Beijing Lighting Exhibition in April, Guoxing Optoelectronics' unique booth design also won the praise of customers, and the engineering customers and dealers have achieved the expected results. At the Guangya Exhibition, Guoxing Optoelectronics will also be present to attend, in order to more fully display the new products of National Star LED lighting. In terms of channel construction, according to market maturity and combined with its own resource advantages, Guoxing Optoelectronics gradually expanded from the coastal market to the inland region, focusing on the development of Henan, Hubei, Shaanxi, Yunnan and other markets in Central China, North China and Southwest China. Health brand covers the southeast market Jiamei Lighting Marketing Director Li Zhifeng Jiamei Lighting's main products in 2014 are downlights, ceiling lights, T5 brackets, ceiling lamps, etc. The product has three advantages: rich styles, complete specifications and high cost performance. In the first half of 2014, Jiamei Lighting's national key regional channel conferences were promoted and sank, and all achieved good results. The dealer meeting orders exceeded 30 million yuan. At present, Jiamei's products have been sinking from the total distribution to the third-level sales outlets, and are sold from prefecture-level cities to county-level markets. Shandong, Hubei, Hunan, Yunnan, Guangdong, Shaanxi, Shanxi, and Jiangsu regions are the focus of provincial-level operations in the country, and are also the key operating areas of Jiamei, with good customers and mass base. Health means that customers who operate Jiamei are healthy. Jiamei is a responsible enterprise, and it is first responsible to the operators of the channels. Jiamei promises customers to achieve three health protections in terms of channel expansion: product quality is guaranteed, market order is guaranteed, and reasonable inventory is guaranteed. In terms of brand promotion, the most intriguing industry is: In April 2014, Jiamei Lighting, as a lighting channel for large-scale lighting and media, was invited by Zhejiang and Sichuan to launch the brand's popularity and deepen into Zhejiang. In the second and third-tier market areas of Sichuan, the penetration is rapid and the effect is remarkable. Winning the channel with high-quality products, favoring the general manager of Yiming Optoelectronics Chen Zhongyi Yiming Optoelectronics currently promotes LED SMD home aluminum (wrought iron) living room lamp, which has three major advantages: First, energy efficiency advantages, home lighting commonly used 1100MM750MM aluminum (wrought iron The living room lamp, its power is basically less than 100W, the light decay is below 5 in 5 years; Second, the design is fashionable, the LED living room lamp is beautiful and simple, can be divided and dimmed, and the color temperature can be adjusted arbitrarily according to the seasonal changes or the use of scene changes; The effect of the effect not only satisfies the need to solve the lighting function attribute of the light and dark, but also realizes the lighting design effect of the home lighting DIY type. As a brand-new overall home lighting brand, Yiming Optoelectronics currently focuses on third- and fourth-tier cities such as Southwest China, Northwest China, North China and Northeast China. Through the form of network-wide marketing and franchise, we adhere to the unique business model design of selling light bulbs, buying lights and not spending money, and paying attention to the interests of distributors. Yiming Optoelectronics join hands with dealers to tap the value of consumers, pay attention to the needs of consumers, and create a million-strong fan consumer club. Yiming Optoelectronics meets consumers' one-stop shopping needs with the highest level of satisfaction. At present, the online shopping malls built by Yiming Optoelectronics are about to go online. In the early stage, the three-dimensional promotion model, such as investment promotion, WeChat public platform promotion and resource cooperation promotion, is attracting the attention of many powerful distributors in the industry. Multi-channel expansion to help enterprises become bigger and stronger Haijia Lighting Operation Center General Manager Xie Shuisheng Haijia Lighting's history can be traced back to Yasida Electric, and Yasda Electric's brand Jiage Lighting is among the best in the industry, the whole group is also Quanzhou focus Supporting listed companies. The current key channels of Haijia Lighting include export, dealer channels and engineering channels. In the engineering channel, the focus is on commercial lighting products such as downlights, spotlights, and spurs. The lighting solutions based on these products have been applied to the commercial environment supporting facilities of famous clothing enterprises represented by noble birds. In addition, Fujian's engineering lighting market has a huge capacity, which provides great business opportunities for Haijia Lighting. In the export and traditional merchant channels, Haijia Lighting has different product focus depending on the market, and the dealer channel will develop in multiple directions. On the hardware channel, Haijia Lighting has thousands of customers. This year is a very important year for Haijia Lighting. The brand building and market expansion of Haijia Lighting needs to be effective. In terms of brand building, we will make relevant investment in Guangzhou Baiyun Airport and Xiamen Airport, seize high-end customers, and cooperate with professional and authoritative media in the industry to let more merchants and customers understand Haijia Lighting's products and service.