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The advent of the era of LED lighting has undoubtedly revived the previously dull engineering market. As an engineering channel favored by lighting manufacturers, competition has become more intense. How to stand out in the engineering market, how manufacturers collaborate in the engineering field, how to choose the engineering channels and distribution channels, and more and more real problems are in front of us. The red and black of the engineering market are urgently needed.
The engineering market is also the bidding for the lighting project of Jiangsu Huai'an TV Tower, the bidding for the lighting project of Hefei Tianshui Road in Anhui, the bidding for the road lighting project in Wuwei City, Gansu, the bidding for the floodlighting project of Suzhou Office Building in Jiangsu, and the first phase project of Jiangsu Changzhou Zhonghua Longcheng Creative Industry Base. The bid for the municipal green landscape lighting project and the tender for the lighting project of the 225 provincial road in Jiangsu Nantong are real-time information intercepted from a bidding network. According to preliminary statistics, on this website, an average of 15 lighting project tender announcements are issued every day, and within one year of the country (April 16, 2013 to April 16, 2014), one year of lighting engineering There are as many as 3,822 bidding information (real-time search data). This also confirms the current fissure of the current engineering market from a certain side.
In fact, the importance of engineering projects to lighting companies cannot be ignored. Sometimes, the purchase amount of a large-scale project can make the company comfortable for a while. This is one of the reasons why lighting companies are happy with engineering channels.
A single engineering project occupies 10.76 of the annual revenue, so this is not a case. For example, Guangri Electric's engineering order-taking capability should not be underestimated: In December 2013, Guangri Electric won the bid for the two largest sections of street lighting energy-saving renovation services in Guangzhou City (expected to replace 20,000 LED street lights); 2014 3 In the month, Guangri Electric was even in good news. In addition to signing with the Middle East Group, the project contract for the infrastructure project of the Nayong to Datang section of the southern section of the first-class highway around the island of Leizhou, the total contract value of the project construction investment reached 150 million. Yuan (tentative); also received orders for first-class highway lighting projects in Zhanjiang.
All in all, the engineering market is still a scent for a large number of LED lighting companies. However, how to eat this citron and how to eat it comfortably is a problem.
Enterprise-owned engineering logic At the end of 2013, 90,000 street lamps in Huizhou, Guangdong Province were all replaced with LED street lamps. After the street lamps were replaced, it is expected to save more than 50 electricity. It is understood that among the 90,000 street lamps, 90 lamps are manufactured by Huizhou enterprises, Huizhou's TCL Group, Huayang Group, Huizhou Weizhi Electronics and other Huizhou local LED enterprises won the bid.
In fact, regardless of the project share, the companies that can be obtained are always a minority. On the one hand, we must see that LED energy-efficient lighting products have developed rapidly in recent years. The market space extended by the replacement of lamps and lanterns is getting bigger and bigger, and the engineering channels are promising. On the other hand, we must also see that the engineering market is lighting. The requirements put forward by manufacturers are getting higher and higher, and the competition is getting more and more fierce. Therefore, for enterprises, they must have their own unique engineering competitive advantages in order to lead the market and stand out.
Such as Zhaoxin LED, with the application of the pan-engineering field as the main line, to open up the market by creating a win-win platform that wins with the engineering dealers. Among them, in the regional market, Zhaoxin LED mainly relies on or supports local engineering companies to carry out engineering business. For professional engineering projects and brand chain markets with high requirements, the company organizes professional sales and technical support teams to support, and develop some corresponding development. A service provider with strength.
For example, Fuxing Lighting said that it does not care about the size of the project. As long as it has characteristics or can make the characteristics of Fuxing products to the extreme, Fuxing Lighting will participate in the expansion of Fuxing Lighting's engineering business by participating in some projects with selling points and individuality. .
Businesses have become more and more powerless and have to say that the project is difficult to do year after year, and profits are gradually declining. In fact, doing engineering is more stressful than doing retail. In the past two years, it has become more and more difficult for engineering channels to make voices from terminal businesses, so that we have a clearer understanding of the engineering market.
According to market research, for lighting engineers, the biggest attraction of engineering channels is still the high commercial return (although it has been declining), and the second is that product inventory does not need to worry. The high profit behind the engineering channel is the risk. According to statistics, the risk is mostly concentrated in fund advancement, project settlement, project sustainability, peer competition and so on. 3
The project has no follow-up, and most of them are done after one order. At present, the profit of the project is declining. The previous project can earn more than 40 points according to the product price. Now there are 20 points to be done, everyone is grabbing the order, which is the result of competition. Wu Weishan, general manager of Xiamen Quanmei Lighting, said.
In view of this, many engineering companies have also called for: not enough strength, especially the financial strength, do not easily enter the engineering channel, so as not to take unnecessary risks and troubles. So how do you respond positively to those who have already entered the engineering field?
In the Beijing market, Haiyu Guangye Lighting and Shengguangfei Lighting made the same choice: entering the wholesale channel while operating the engineering channel.
Guo Chunhai, general manager of Beijing Haiyu Guangye Lighting, clearly realized that for the business, the project is inevitable. To this end, Beijing Haiyu Guangye Lighting actively adjusted: First, do the engineering at the same time do wholesale, engineering and wholesale two-pronged; Second, hire some salesmen to run some design companies, decoration companies, etc., to develop some new engineering customers .
In addition, in many project bidding projects, there may be certain protectionism. Therefore, the lighting engineering channel model should overcome local protectionism and expand the scope of its own engineering channels so that long-term development can continue.
In summary, although most businesses are powerless, they still insist on not giving up and not abandoning the principle, and strive to operate in the engineering market.
Light engineering is not enough. Under the background of the country's vigorous promotion of energy conservation and emission reduction, LED lighting has become the new favorite of the industry. The industry generally believes that in the three years from 2013 to 2015, the LED lighting industry will complete the process of automatic purification, industry integration, and market sequencing. Enterprises with capital, technology, brand, scale and sales channels will become the main players in the industry.
In fact, after a few years of development, more and more companies have realized that it is very difficult to rely solely on engineering channels to further increase market share, increase brand awareness, and break through performance bottlenecks. In this development process, we have seen that some lighting companies with strong voices in the engineering field have also begun to switch to large circulation channels to win the market for the enterprise and earn the future.
For businesses, the transition is also an urgent task. More and more businesses understand that engineering and large circulation channels can only achieve stable and sustainable management with a two-pronged approach. As Jiang Jun, general manager of Linyi Xinfengda Lighting, said: The engineering field is still a fragrant, but we want more than just engineering fat, but also complete the channel network and put the products in various markets. Engineering channels and distribution channels complement each other, and their respective roles can be maximized to complete the market.