In recent years, with the rapid development of the LED lighting industry, more and more enterprises are gradually targeting invisible channels, and the hidden channels are inextricably linked with the engineering channels themselves. In the field of hidden channels or engineering sales, designers have become an important part of the company's product sales. Through the designer, the company can put its best products and products with technical thresholds into the designer's drawings and design schemes to help them land the terminal. However, the energy and cost of the company's investment in the designer community is increasing, and the difficulty and requirements for winning the hidden channel are getting higher and higher.
Implicit channels of mutual penetration with engineering
According to the sales channels of lighting products, the channel promotion of LED lighting companies can be divided into four types: distribution channels, engineering channels, hidden channels and e-commerce channels.
The hidden channels are sales channels such as design institutes, public dress companies, home improvement companies, designers, etc. On the one hand, they do not directly sell lighting products. On the other hand, design is the starting point of engineering projects, and is the style locator of engineering projects, affecting materials. The entry barrier to entry into the project is the only special group that can be connected to Party A, Party B, and materials. Because the designer or design company can play a key role in determining and suggesting customers in the hidden channel sales process, it is implicit. Channels are often referred to as designer channels. The hidden channel determines the choice of the brand to the consumer to a certain extent. If a brand gives a good impression to designers, engineers, design institutes and decoration companies, it can be imagined that when he introduces or chooses to consumers and customers When lighting products, you must first think of the brand he is familiar with. The distribution channel is a sales channel that uses end partners such as distribution, agents or franchisees to sell products to end customers.
The engineering channel relies on municipal or commercial engineering projects to achieve sales channels for lighting sales. It is worth mentioning that engineering channels and hidden channels are inextricably linked. According to relevant data, 63% of the products in the field of lighting, especially the sales of engineering lamps, are dominated by designers in hidden channels, and 85% of design institutes will promote products, such as non-standard projects. For the lighting industry of the sector, the invisible channel has become its largest sales channel. In addition, for LED companies, the integration of hidden channels and engineering channels can help customers solve all lighting needs in one stop.
Designer - the management of hidden channels
From the definition of hidden channels, it is not difficult to find that designers become the bridge connecting lighting lighting enterprises with end users. The manufacturer is the producer of the product, and the designer is the provider of the solution and the recommender of the product. Manufacturers hope that designers recommend products in the program. Designers hope that the products and services provided by the manufacturers will help design solutions, meet design needs and achieve results.
Functionally speaking, the designer is the discoverer of the demand, and the product is the communicator. Through the designer's hand, the lighting products are widely used. Through space integration, designers use LED lighting products organically in a variety of practical spaces, so that guests can experience the charm and value of lighting art without knowing it. It is more credible and more effective than advertising products. In addition, the designers are closer to the market and can select products according to the needs and needs of the end customers. This not only promotes the company to be fast and accurate in updating and improving the products, but also provides the latest market demand analysis for the enterprise. Enterprises can do product deployment and planning more accurately.
Lighting lighting companies must make their products acceptable to end users of hidden channels, and designers become the medium of choice. It is also based on the designer's right to speak in hidden channels, the designer has become the object of lighting and lighting companies to compete for public relations and cooperation. According to industry sources, taking kickbacks has become an open secret in the field of designer channels. The cooperation between manufacturers and designers has this problem of “distribution of interestsâ€. Some invisible engineering projects that directly or indirectly recommend orders through designer links, designers The rebates range from 10% to 20%. Some lighting engineering companies that have successfully managed hidden systems have not only their own lighting designer team, but also the leading trends or standards. They also organize and sponsor designers to promote exchanges, designer competitions, designer forums, and design. Club clubs, designer associations, designer salons and other activities to strengthen the brand's influence in the designer's link, through high-priced externally appointed lighting consultants, designer consultants to maintain designer resources for hidden channel public relations, every year Some companies will try their best to "comfort" the Alliance designers. Some lighting engineering companies that have a large degree of hidden engineering channels spend more than tens of millions of dollars each year on designers.
Although the designer link requires companies to spend a lot of money and can't see the expenses ahead of time, most companies are forced to follow the custom and even find it, whether they are helpless or willing to do so. There is no such opportunity to spend money. Correspondingly, some hidden channels of engineering projects are costly, because enterprises quoted design fees, designer fees, proofing fees, public relations fees, etc., which are invisible and unpredictable. And the profit return of the company will eventually be several times higher than the circulation channel.
The hidden channel opportunity of the LED era
The LED era seems to provide a new opportunity for the development of hidden channels for new brand enterprises. However, due to the weak brand awareness of small and medium-sized LED companies, it is difficult to enter the designer's choice of vision; plus small and medium-sized LED companies often do not have enough funds to go Large-scale development of hidden channel market, designers are also difficult to understand or apply to these companies' products, plus distributors, designers, construction parties, purchasers and other hidden channels of many resource entities for the rapid development of LED products Insufficient understanding, when choosing products, there may be direct selection of the most expensive and most famous products, which makes it more difficult for small and medium-sized LED companies to develop hidden channels.
In summary, the public relations work of the designer is only the primary premise of the decisive channel of the decisive battle. It analyzes the hidden decision factors of LED lighting enterprises, product brand, quality, price, corporate reputation, after-sales service, solutions, and business. Modes, promotion policies, and after-sales service response speeds have all become important links affecting hidden channel procurement behavior. Among them, whether the products provided by enterprises can meet the requirements of designers and even become the key to compete for hidden channels of LEDs. At present, the requirements of designers for lighting technology have not only stayed in the products themselves, but also hope to pass their unique artistic ideas through technology. become reality. In other words, the hidden channel not only tests the company's external public relations and access to intelligence information, but also tests the company's internal management, continuous innovation, problem solving, service response and other soft power indicators.
As far as its characteristics are concerned, the hidden channel itself is like a huge network of relationships. There are many cross-cutting interests, and the relationship is difficult to sort out. Exploring hidden channels is not like the retail, big customers and other channels will soon see the benefits, it is difficult to immediately bring benefits, and the profits are more difficult to count. Therefore, not all companies are suitable to enter hidden channels. At present, in addition to traditional lighting such as Philips, NVC, Sanxiong and Aurora, many new LED lighting companies such as Qinshang Optoelectronics, Hongli Optoelectronics, Guoxing Optoelectronics, Dehao Runda and Mulinsen Shi Ford and others have “consciously†constructed a hidden channel business model, and actively obtained project intelligence information through hidden channels.
The particularity of hidden channels also puts a series of requirements on enterprises. First of all, enterprises must have brand support as they enter the hidden channels. Without brand influence, the company's strength is not enough, it will not be concerned, and it is difficult to highlight it in hidden channels. Secondly, the product positioning of the enterprise determines the type of channel that can be selected. Only commercial lighting, engineering lighting and lanterns are suitable for hidden channel sales. Thirdly, the company's public relations capabilities, information channels, and sales networks must be sufficiently developed. The power of the salesmen to open up the market alone is far from enough.
In the future hidden channel field, product differentiation, personalization and creativity still highlight the importance. The soft power and continuous innovation ability of corporate brands will become an important and indispensable condition for the decisive market. From the perspective of industry development, the relationship between manufacturers and designers is originally a relationship of partners. The transformation of designers from the rebate system will be a direction.
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