[China Building Materials Network] The establishment of specialty stores, whether it is the promotion of product sales, the shaping of brand image, the attraction of consumers, or the promotion of corporate culture, product display and promotion play a vital role. At the same time, the store also carries the function of product after-sales service, which is conducive to enhancing the competitiveness of the enterprise and market satisfaction. However, the current pace of construction of LED stores in China is somewhat slow. The reasons are mainly due to the following five aspects.
The shortage of professional talents is due to the high level of LED technology and belongs to the emerging sunrise industry. At present, LED is facing the shortage of professional and high-end talents, which also affects the construction of LED stores to some extent. The traditional luminaires have low technical content, and the purchaser can communicate the functions, features and usage methods of the products clearly and clearly to the customer after a little training. Due to the particularity of LED products, at present, many manufacturers' bosses and salesmen are in a state of ignorance of LED-related technologies and product features, and no matter the corresponding training for merchants and shopping guides. On the one hand, consumers don't know much about LEDs, and they need professional guides to explain the advantages and features of the products. On the other hand, the existing sales staff is difficult to handle this important task, which undoubtedly increases the difficulty of operating the store.
To open LED stores, manufacturers and merchants must inject professional talents, strengthen the training of LED expertise, enhance their attention and insight into the development trend of new products in the industry, and provide them with regular training. The ability to provide customers with lighting solutions. Professional shopping guide talents are the key factor to increase sales of specialty stores. If this soft power cannot keep up, it will definitely restrict the development of specialty stores.
Some time ago, the product positioning was not clear. The author once visited a certain energy-saving lamp enterprise in Jiangmen. The company is preparing to launch an LED project. In the LED product showroom of the company, the author saw LED street lights for outdoor lighting, LED downlights for spotlights, supermarkets and other places, and LED ceiling lamps for home use. At present, many companies are eagerly pursuing large and complete in the LED project, whether it is outdoor lighting or indoor lighting, whether it is high power or low power, as long as it is LED. Other companies are even more hungry, and they can do whatever they can to make money. However, operating a specialty store requires a clear positioning of the product and a breakdown of the needs of the consumer, and different combinations of product elements for different functions and environments. In this way, it will be beneficial to the promotion and market development of the specialty store in the later period.
Brand vacancy For the specialty store, it generally requires a more standardized, unified, standard image and operating mechanism, which requires LED manufacturers to have high brand influence and market operation ability, which can provide daily business and management for the business. Guidance in all aspects. At present, the time of LED rise is only two or three years. The well-known domestic lighting enterprises are still in the initial stage of R&D and production of LED. The influential LED brand in the market has not yet appeared, and the LED market is still in a state of martyrdom. The quality of the products is uneven and lacks leading brands, which makes many merchants very confused when they choose LED cooperation manufacturers. As far as the author knows an LED store, the number of LED brands in the store is as many as 10, and most of them are some second- and third-line brands. This mixed state is far from our true LED store.
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