[Text|High-tech LED lighting channel reporter Luo Shenghua] Whether it is the LED lighting industry or other industries, when a new technology rises, the market always needs an acceptance period. As far as the current LED industry is concerned, although its development is very rapid, it still takes a while for consumers to accept it. In addition, the pressure of excessive investment in the industry has also caused the market to become saturated and the production capacity is relatively surplus. As a result, a large number of companies that are not operating properly have been dragged down.
Under the fierce competition pressure, due to the differentiation of business models, some companies choose to invest in the market, of course, some companies choose to use the products to fight a long-term battle. However, no matter which strategy is chosen, from the perspective of product promotion, the promotion of a new product requires nothing but a good idea, a good goal, a good team and good action.
A few days ago, Yin Yu, the managing director of Teyoushi, explained to the media the understanding of Teyoushi on the LED lighting market. He said that the LED lighting product cycle is very short. "Now the product is updated not only on a yearly basis, but on a monthly basis. The speed is very fast. At the same time, the short product cycle has also caused a decline in gross profit space, which has brought a lot of pain to semiconductor practitioners." Yin Yi said.
As Yin Yin said, in the previous industry, the listing of a new product may require a large amount of up-front investment, but the investment is related to the late-stage technology and profit return of the practitioner. For the lighting industry at the moment, new products that have been painstakingly developed may soon be replaced, and benefits and inputs are often not proportional.
Behind the ideal is a bit of action. In recent years, precise product positioning, rapid product development, and active channel development have gradually become the way of running in the interior lighting of Teyou Shi, and it has become the basic impression of Teyou Shi in the hearts of the industry.
Overweight channel layout application solutions is the highlight <br> <br> concepts to determine their behavior, from the above Yin Kang exposition, we can clearly understand privileged Shi itself has recognized that LED lighting era of enterprise mobility importance. In fact, for this, Yin Yi has repeatedly mentioned the word "speed" to the media.
Recently, in an interview with a high-tech "LED Lighting Channel" reporter, Yin Yi clearly told reporters: "In the context of the LED era, the replacement of products has become the lifeblood of enterprises, in order to compete for sufficient advantages in the market. Grab time, grab the ground, from the price of the product to the model of the product, and then to the application of the product, is not the goal of enterprise replacement."
Throughout the development path of Teyous, we find it difficult to find the guiding role of the word “speed†in its business operations.
In 2005, Teyoushi Lighting Appliance Co., Ltd. was formally established. In 2010, Teyous has 5 branches and 26 operation centers across the country. In 2012, Shanghai Teyoushi Electric Co., Ltd. officially changed its name to Teyoushi Optoelectronics Technology (Shanghai) Co., Ltd. and was registered as Teyoushi Holdings Co., Ltd. in Hong Kong.
In 2013, Teyous Lighting's development momentum was particularly rapid, especially in the second half of the year, and 20 large-scale dealer conferences were held across the country. In just half a year, it occupied an important economic city in the country. Develop cities. It is understood that as of 2013, Teyoushi has basically built 200 specialty stores.
In 2014, Teyous continued to expand its series of actions in the terminal dealer channel in 2013. For the 2014 sales target, Yin Hao made a clear request at his dealer conference: “In 2014, Teyoushi plans to open 1,000 stores, and the number of specialty stores will increase five times, and its sales will be Then I want to triple."
This goal of Teyous is not surprising this year. In fact, the continued strength of Teyous in the dealer channel is not unrelated to its market positioning. For a long time, Teyous has been aiming at “building a leading LED lighting brand and becoming a mainstream lighting company in Chinaâ€. To become a mainstream lighting company, perfect channels are one of the necessary conditions.
Of course, the special action of Teyou Shi is also related to the replacement of LED products. The rapid response of Teyous's series has their advantages. But for dealers, the replacement of products may also become a nightmare for them. If the dealer blindly speeds up the speed of product replacement, but does not have strong sales support, it is easy to cause a large number of dealers' unsalable inventory, which eventually leads to the decline of distribution.
In response to this problem, Yin Wei said: "We are very concerned about the replacement of products, but we pay more attention to the complement of products in a field of use, thus supporting a more complete lighting application solutions."
In fact, "Lighting Application Solution" is another unique label that Teyous has shown to the industry. The industry has made it clear that with the continuous advancement of the times, the subsequent product competition will not only be product-oriented, but will gradually transform into integrated services, and the perfect application solution is the first step of integrated services. Going back to the product line level, a complete application solution will inevitably be based on a complete product line.
In fact, as we all know, although it is easy to open the market, it is difficult to create a brand. Teyous wants to increase its brand influence and will definitely work on the product line.
Three categories together to achieve comprehensive product line covering <br> <br> from the beginning of the year so far, privileged official did not stop at product updates and channel construction. Especially in terms of channel construction, compared with last year, the establishment of the special store has a qualitative leap in terms of speed and quantity.
Yin Wei believes: "The catalyst for the change of Teyoushi has two points. First, Teyoushi's product line is complete, enough to support a store of more than 200 square meters to build stores and sales; second, Teyoushi for distribution Business support is sufficient, and there are superior policies in terms of terminals, products, and publicity."
In terms of product line, in 2013, Teyous Lighting restructured its product line and streamlined the previous dozens of product series into Xiaowei, Xiaoyue and Excellence series, and carried out the products of these three series. Accurate market positioning, covering three different market areas of high, medium and low grade.
Among them, Xiaowei series of LED products face the mass consumer group, the main price tag of "cost-effective"; Xiaoyue series for dealers consumer groups, the main project area; and the outstanding series of products are targeted at high-end engineering customers, the main "Technical card."
"From my agent in 2010 to now, the products of Teyoushi are all here. Because Teyoushi is more famous, and Shangchao has a large demand for LED products, so the downlight, spotlight, T8 There are also fresh lights, these lamps sell better.†Shenyang Teyoushi agent Yan Huamin told reporters.
Due to the relatively narrow market differentiation, the price differentiation of each series of products is also obvious. For example, a 3W LED downlight of a Xiaowei series during the event, the price is only 16.8 yuan, and the price of 3W LED ceiling light is only more than 20 Piece. A mid-range Xiaoyue series of 3-inch downlights, the price is about 30 yuan. The Excellence Series is a high-end, and a downlight is at least 300 yuan.
In terms of sales, Teyous has experienced training in catalytic development for dealers. Indirect and clear dealer policy, the running-in period between enterprises and dealers is greatly shortened. It takes 3 months to run-in, which may be shortened to 1 month or even half a month. The shortening of the running-in period allows dealers to help dealers to quickly ship and generate profits, regardless of whether they are in retail or in engineering.
For the final construction of the product line, Yin Yi concluded: "We are not limited to a certain segment in the product creation. In the past two or three years, we will focus on business, office, hotel, home and other indoors. In the field of lighting, after the basics are solid, outdoor lighting will be our next step.
Lack of brand building channel their long road <br> <br> while official summary Premium product line built, Yin Kang Shi also clearly privileged the next picture, "Now is not a brand of LED products has been very Ok, what we are looking at is such an opportunity. I hope that I can enter the First Army in three years and reach the top of the industry in five years."
As Yin said, although the current LED lighting industry is in a state of multinational warfare, the strength of each brand and its influence in the minds of the people are still different.
Take the domestic LED lighting market as an example, foreign, Philips, Panasonic, Osram and other international giants look at it; internally, NVC lighting, Sanxiong, Aurora, Op, and other traditional lighting companies can not be underestimated. Compared with these companies, it is obviously not easy for Teyous to want to "eat the tiger."
In fact, although Teyoushi has positioned its products in mainstream lighting companies, before this, Teyous's actions mainly played in professional fields such as large shopping malls and chain stores, and the audience was not high. Yin Yi obviously acknowledges this.
“In fact, apart from NIKE and KFC, these users know that we are hard to reach our products. Because we have been positioning professional lighting, there are few direct stores in the terminal retail market before.†Yin said We started to do this mainly because Fancy LEDs are not only switched in the professional market, but also in the general consumer market or the retail market.
Although LED lighting products can be switched from the professional market to the mass consumer market, it is undeniable that, like other companies of the same type, Teyous is equally difficult to switch.
First of all, in terms of brand influence, Teyou Shi took the road of specialization before, and the audience area was not wide. “Overall, there should be four or five agents in Xiamen, and Teyou Shi’s influence in Xiamen is very weak. This is particularly evident when the engineers compete.†Fujian Teyou The businessman told reporters.
It is understood that Teyous is mainly selling mid-range products in the Xiamen market, and the price advantage of “Xiaoyue Series†in Xiamen is not obvious.
"In terms of the price of downlights and ceiling lights, the advantages of Teyous are gone, a 3W ceiling light, Philips only sells 25 yuan, and Teyoushi costs about 40 yuan. The price of downlights is also 50. -60 yuan or so, this price is almost no market in Xiamen." Fujian agent said.
The market sales of products play a direct role in brand influence and product prices. Regarding the advantages of Teyous in the market, some agents even once said: "If there are more rebates for the lamp and ceiling lamps, we will not push the products of Youshi."
On the other hand, Teyous is taking the development goal of becoming a mainstream lighting company. It plans to fully cover the three consumer markets of high, medium and low. In this way, although its product line is very comprehensive, this will instead be the previous product. The original advantages have been covered up.
For example, the previous Teyous had great advantages in supermarket chains, but this advantage was gradually caught up by other companies. In addition, although the product price of Xiaowei series is not expensive, the price/performance ratio is also good, but in the terminal retail market, it has been covered by some products in Zhongshan.
“The situation of Teyous in the terminal retail market is not good. I think one of the main bottlenecks of Teyoushi is the lack of some core products as a symbol of the brand.†Zhejiang Teyoushi agent clearly stated.
Under the fierce competition pressure, due to the differentiation of business models, some companies choose to invest in the market, of course, some companies choose to use the products to fight a long-term battle. However, no matter which strategy is chosen, from the perspective of product promotion, the promotion of a new product requires nothing but a good idea, a good goal, a good team and good action.
A few days ago, Yin Yu, the managing director of Teyoushi, explained to the media the understanding of Teyoushi on the LED lighting market. He said that the LED lighting product cycle is very short. "Now the product is updated not only on a yearly basis, but on a monthly basis. The speed is very fast. At the same time, the short product cycle has also caused a decline in gross profit space, which has brought a lot of pain to semiconductor practitioners." Yin Yi said.
As Yin Yin said, in the previous industry, the listing of a new product may require a large amount of up-front investment, but the investment is related to the late-stage technology and profit return of the practitioner. For the lighting industry at the moment, new products that have been painstakingly developed may soon be replaced, and benefits and inputs are often not proportional.
Behind the ideal is a bit of action. In recent years, precise product positioning, rapid product development, and active channel development have gradually become the way of running in the interior lighting of Teyou Shi, and it has become the basic impression of Teyou Shi in the hearts of the industry.
Overweight channel layout application solutions is the highlight <br> <br> concepts to determine their behavior, from the above Yin Kang exposition, we can clearly understand privileged Shi itself has recognized that LED lighting era of enterprise mobility importance. In fact, for this, Yin Yi has repeatedly mentioned the word "speed" to the media.
Recently, in an interview with a high-tech "LED Lighting Channel" reporter, Yin Yi clearly told reporters: "In the context of the LED era, the replacement of products has become the lifeblood of enterprises, in order to compete for sufficient advantages in the market. Grab time, grab the ground, from the price of the product to the model of the product, and then to the application of the product, is not the goal of enterprise replacement."
Throughout the development path of Teyous, we find it difficult to find the guiding role of the word “speed†in its business operations.
In 2005, Teyoushi Lighting Appliance Co., Ltd. was formally established. In 2010, Teyous has 5 branches and 26 operation centers across the country. In 2012, Shanghai Teyoushi Electric Co., Ltd. officially changed its name to Teyoushi Optoelectronics Technology (Shanghai) Co., Ltd. and was registered as Teyoushi Holdings Co., Ltd. in Hong Kong.
In 2013, Teyous Lighting's development momentum was particularly rapid, especially in the second half of the year, and 20 large-scale dealer conferences were held across the country. In just half a year, it occupied an important economic city in the country. Develop cities. It is understood that as of 2013, Teyoushi has basically built 200 specialty stores.
In 2014, Teyous continued to expand its series of actions in the terminal dealer channel in 2013. For the 2014 sales target, Yin Hao made a clear request at his dealer conference: “In 2014, Teyoushi plans to open 1,000 stores, and the number of specialty stores will increase five times, and its sales will be Then I want to triple."
This goal of Teyous is not surprising this year. In fact, the continued strength of Teyous in the dealer channel is not unrelated to its market positioning. For a long time, Teyous has been aiming at “building a leading LED lighting brand and becoming a mainstream lighting company in Chinaâ€. To become a mainstream lighting company, perfect channels are one of the necessary conditions.
Of course, the special action of Teyou Shi is also related to the replacement of LED products. The rapid response of Teyous's series has their advantages. But for dealers, the replacement of products may also become a nightmare for them. If the dealer blindly speeds up the speed of product replacement, but does not have strong sales support, it is easy to cause a large number of dealers' unsalable inventory, which eventually leads to the decline of distribution.
In response to this problem, Yin Wei said: "We are very concerned about the replacement of products, but we pay more attention to the complement of products in a field of use, thus supporting a more complete lighting application solutions."
In fact, "Lighting Application Solution" is another unique label that Teyous has shown to the industry. The industry has made it clear that with the continuous advancement of the times, the subsequent product competition will not only be product-oriented, but will gradually transform into integrated services, and the perfect application solution is the first step of integrated services. Going back to the product line level, a complete application solution will inevitably be based on a complete product line.
In fact, as we all know, although it is easy to open the market, it is difficult to create a brand. Teyous wants to increase its brand influence and will definitely work on the product line.
Three categories together to achieve comprehensive product line covering <br> <br> from the beginning of the year so far, privileged official did not stop at product updates and channel construction. Especially in terms of channel construction, compared with last year, the establishment of the special store has a qualitative leap in terms of speed and quantity.
Yin Wei believes: "The catalyst for the change of Teyoushi has two points. First, Teyoushi's product line is complete, enough to support a store of more than 200 square meters to build stores and sales; second, Teyoushi for distribution Business support is sufficient, and there are superior policies in terms of terminals, products, and publicity."
In terms of product line, in 2013, Teyous Lighting restructured its product line and streamlined the previous dozens of product series into Xiaowei, Xiaoyue and Excellence series, and carried out the products of these three series. Accurate market positioning, covering three different market areas of high, medium and low grade.
Among them, Xiaowei series of LED products face the mass consumer group, the main price tag of "cost-effective"; Xiaoyue series for dealers consumer groups, the main project area; and the outstanding series of products are targeted at high-end engineering customers, the main "Technical card."
"From my agent in 2010 to now, the products of Teyoushi are all here. Because Teyoushi is more famous, and Shangchao has a large demand for LED products, so the downlight, spotlight, T8 There are also fresh lights, these lamps sell better.†Shenyang Teyoushi agent Yan Huamin told reporters.
Due to the relatively narrow market differentiation, the price differentiation of each series of products is also obvious. For example, a 3W LED downlight of a Xiaowei series during the event, the price is only 16.8 yuan, and the price of 3W LED ceiling light is only more than 20 Piece. A mid-range Xiaoyue series of 3-inch downlights, the price is about 30 yuan. The Excellence Series is a high-end, and a downlight is at least 300 yuan.
In terms of sales, Teyous has experienced training in catalytic development for dealers. Indirect and clear dealer policy, the running-in period between enterprises and dealers is greatly shortened. It takes 3 months to run-in, which may be shortened to 1 month or even half a month. The shortening of the running-in period allows dealers to help dealers to quickly ship and generate profits, regardless of whether they are in retail or in engineering.
For the final construction of the product line, Yin Yi concluded: "We are not limited to a certain segment in the product creation. In the past two or three years, we will focus on business, office, hotel, home and other indoors. In the field of lighting, after the basics are solid, outdoor lighting will be our next step.
Lack of brand building channel their long road <br> <br> while official summary Premium product line built, Yin Kang Shi also clearly privileged the next picture, "Now is not a brand of LED products has been very Ok, what we are looking at is such an opportunity. I hope that I can enter the First Army in three years and reach the top of the industry in five years."
As Yin said, although the current LED lighting industry is in a state of multinational warfare, the strength of each brand and its influence in the minds of the people are still different.
Take the domestic LED lighting market as an example, foreign, Philips, Panasonic, Osram and other international giants look at it; internally, NVC lighting, Sanxiong, Aurora, Op, and other traditional lighting companies can not be underestimated. Compared with these companies, it is obviously not easy for Teyous to want to "eat the tiger."
In fact, although Teyoushi has positioned its products in mainstream lighting companies, before this, Teyous's actions mainly played in professional fields such as large shopping malls and chain stores, and the audience was not high. Yin Yi obviously acknowledges this.
“In fact, apart from NIKE and KFC, these users know that we are hard to reach our products. Because we have been positioning professional lighting, there are few direct stores in the terminal retail market before.†Yin said We started to do this mainly because Fancy LEDs are not only switched in the professional market, but also in the general consumer market or the retail market.
Although LED lighting products can be switched from the professional market to the mass consumer market, it is undeniable that, like other companies of the same type, Teyous is equally difficult to switch.
First of all, in terms of brand influence, Teyou Shi took the road of specialization before, and the audience area was not wide. “Overall, there should be four or five agents in Xiamen, and Teyou Shi’s influence in Xiamen is very weak. This is particularly evident when the engineers compete.†Fujian Teyou The businessman told reporters.
It is understood that Teyous is mainly selling mid-range products in the Xiamen market, and the price advantage of “Xiaoyue Series†in Xiamen is not obvious.
"In terms of the price of downlights and ceiling lights, the advantages of Teyous are gone, a 3W ceiling light, Philips only sells 25 yuan, and Teyoushi costs about 40 yuan. The price of downlights is also 50. -60 yuan or so, this price is almost no market in Xiamen." Fujian agent said.
The market sales of products play a direct role in brand influence and product prices. Regarding the advantages of Teyous in the market, some agents even once said: "If there are more rebates for the lamp and ceiling lamps, we will not push the products of Youshi."
On the other hand, Teyous is taking the development goal of becoming a mainstream lighting company. It plans to fully cover the three consumer markets of high, medium and low. In this way, although its product line is very comprehensive, this will instead be the previous product. The original advantages have been covered up.
For example, the previous Teyous had great advantages in supermarket chains, but this advantage was gradually caught up by other companies. In addition, although the product price of Xiaowei series is not expensive, the price/performance ratio is also good, but in the terminal retail market, it has been covered by some products in Zhongshan.
“The situation of Teyous in the terminal retail market is not good. I think one of the main bottlenecks of Teyoushi is the lack of some core products as a symbol of the brand.†Zhejiang Teyoushi agent clearly stated.
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