LED display marketing mode in 2018: channel or engineering?
Time:2018-08-02
Views:1241
For the LED display industry, 2017 is undoubtedly a year full of ups and downs. The rising price of raw materials, the fierce price war of products, and the intensification of industry competition all make LED display manufacturers tremble with fear.In the face of such a volatile market situation, many enterprises are rushing to make efforts in marketing mode, going through channels and engineering projects, prompting the fierce battle of marketing mode between channels and engineering, making the entire LED display screen industry "trapped" in hot water.In 2018, the market is gradually stable, and the leading display screen enterprises gradually return to rationality, and begin to think about the interests between the two marketing modes of channel and engineering.Then, in the increasingly competitive LED display industry, who will be more suitable for the development of the current industry, channel marketing and engineering marketing, which will be favored by the major enterprises?
Industrial upgrading channels favored by manufacturers
Admittedly, project marketing is first appeared in the LED display industry, is also one of the most traditional marketing means, manufacturers directly through the sources, such as bidding and business people to talk to the project, and the product sales to the customer, the entire transaction process does not need to handle in the middle of the agents, to the most simplified, the lowest product circulation cost, to meet the needs of the customer benefit maximization.
2012 years ago, LED display industry marketing is relatively single, mainly engineering marketing type, each big manufacturer attaches importance to the cultivation of the internal sales personnel, through the sales staff to undertake projects and engineering trader order to complete the enterprise business needs, but the pattern is too single, for enterprise is passive, the industry situation, the enterprise also can guarantee shipment, obtain good sales performance, but if when you meet the industry situation is not good order volatile, unstable sales.Since 2016, LED display industry has become increasingly unprofitable. In order to maintain stable product profits, many enterprises attach importance to technological innovation while expanding their enterprise scale and meet the business growth demand by expanding production.With the fierce competition and the homogenization of products, many enterprises begin to realize the advantages of product channel marketing and choose to enter the channel market one after another.
The LED display is also special due to its high professional requirements for the channel, which determines that the LED display channel can not only be sold like ordinary commodities, but also need to look for the end of the engineering business, leasing business to establish a professional sales channel.For this reason, the marketing mode of LED display has undergone a significant change, which has been transformed from a single engineering marketing mode to a market pattern in which the direct selling mode of LED display manufacturers coexists with the wholesale sales mode of agents in various regions of the country. At the same time, the market competition between channel marketing and engineering marketing has also been aroused.
Market competition is fierce channel road is full of bumpy
After a group of early enterprises in the industry got the benefit of channel marketing, more and more display companies followed suit, and the saying "those who get the channel get the world" was even more widely spread.However, the reason for channel marketing to receive attention from major enterprises in a short time is mainly reflected in its unique market advantages.Compared with "face to face" the custom sales project marketing, channel marketing by choice has LED display industry experience in formulating regional market and the level of technical service agents, professional sales network throughout the country construction, not only enrich the way of products enter the market, for large quantities of customers to provide the goods to the nearest, also helps to cover the entire terminal market of enterprise products, for customers to provide better prices and more secure service.
Where there is demand, there are channels. However, as more and more enterprises enter the channel market, the current enterprise channel is not easy to go.In recent years, the industry is fierce price war dozens, let channel market shrinking profits, labor costs, the cost of raw materials has risen sharply at the same time, under the double pressure, LED display products is lower and lower profit margins, especially to do regular batch production manufacturers, the profit space is very limited, even before the industry some popular channels do these two years are beginning to be overmatched.
In addition, the pressure brought by the terminal market cannot be underestimated.As the terminal market, to the promotion of products on various aspects requirements of customers of the product customization demand is higher and higher, not only value the quality of the product itself, experience also attaches great importance to the whole process of trading, walking makes general points of conventional products sold and cannot meet the demand of terminal market, again for direct communication between the producer and customer project bring business marketing mode, also intensified channels and engineering war between the two marketing modes.
Diversified development by enterprise positioning to choose the correct marketing model
In 2018, the upstream raw materials started to present the price trends, industry development is stable, after a year of hot scramble war between channels and engineering gradually subsided, each big enterprise also return to rational, no longer blindly pursue brand stores, increase the number of sales outlets, start with a clear LED products real buyers are customers rather than dealers, to strengthen the management and service terminal.
Choosing the right marketing mode plays a key role in the long-term development of an enterprise, and the important factor that determines the choice of marketing mode is the enterprise‘s scale and orientation.If the enterprise is mainly engaged in wholesale, the establishment of multiple marketing networks throughout the country will be more conducive to the input of products into major terminal markets, and channel marketing is more suitable for the development of enterprises.On the contrary, if the enterprise itself has abundant capital and does not worry about project projects, then the more direct project marketing can make the enterprise thrive.For the current LED display screen enterprise, it is not that there is no market demand, but that the market competition is too fierce. The enterprise can accurately choose the correct marketing mode based on its clear positioning and its own capital, hardware and software strength.
It is well known that in the former LED display screen industry, the channel market and the engineering market are quite distinct. However, with the gradual maturity of the industry and the constant change of the terminal market trend, various large enterprises have changed the single marketing mode, and the marketing policy of co-existence of channel and engineering is gradually running in each large enterprise.Enterprise according to the different products of the company and product positioning, choose corresponding marketing model and the matching, not only reduce the marketing costs, increased the batch normal product market coverage, also customized products for enterprise customers to provide the unique products experience, so as to achieve the coordination effect of high quality, high efficiency, further enhance the interaction between manufacturers and customers.As the "gap" between "channel" and "engineering" becomes smaller, some people in the industry even predict that in the future, the obvious difference between channel and engineering will become more and more vague in terms of products, and even the two will become assimilated!
All in all, enterprises should pay attention to the choice of marketing mode. A good marketing mode can quickly help enterprises to make products better, bigger and deeper, and help them to gain a superior position in the fierce market competition.Imprecise selection of marketing model not only seriously hinders the development and growth of enterprises, but also threatens their survival.In addition, the marketing mode must be selected according to the enterprise‘s own situation. In many cases, there is no complete boundary between the channel and the project, and the LED display enterprise does not have to stick to the construction of a certain mode. Tailoring is the basic principle of the LED screen enterprise layout marketing mode.
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