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Generally, when traditional lighting companies choose to transform into LED lighting, their brand influence and perfect channel network are recognized as the biggest advantages.
For example, NVC Lighting has 36 operating centers across the country and more than 3,000 specialty stores; and Op Lighting also claims to have thousands of specialty stores and direct stores. The advantages of traditional lighting companies have made the new LED lighting companies far behind.
“The laying of terminal channels requires enterprises to invest a lot of time and money, and it is difficult to see the effect in the short term. New LED lighting companies often do not dare to risk, so they choose to work hard in engineering channels or export channels.†Jinglan Liu Shiquan, general manager of De Lighting Co., Ltd., told reporters.
Nowadays, traditional lighting transformation LED is the trend of the times, including Sunlight Lighting, Sanxiong Aurora, Jiamei Lighting, NVC Lighting and other enterprises have launched LED projects, using mature distribution channels and brand influence to quickly seize the market.
It seems that traditional lighting companies continue to sell LEDs through existing distribution channels. However, when the reporters of the "LED Lighting Channel" visited the traditional lighting enterprises in transition, they also felt the difficulty of upgrading the distribution channels.
Enterprise channel upgrade is difficult
“Traditional lighting companies have great advantages in the number of dealers. However, in the transition, there are not many successful transitions to LED lighting.†Luo Quanxing, deputy general manager of Shanghai Luyuan Lighting, said.
Many dealers have been working in the field of traditional lighting for many years, accumulating a large number of stable customers, and are reluctant to invest too much energy in LED lighting. According to product positioning, Luyuan will evaluate and evaluate its dealers, and guide those dealers with stable sales and aggressive progress to gradually transition to LED lighting, which will also eliminate some dealers.
Luo Quanxing believes that "retailers' lack of initiative" has led them to be reluctant to get involved in the LED lighting agency, which has greatly reduced the advantages of traditional lighting dealers." Therefore, the current green source has been The dealer channel cannot fully assume the marketing tasks after the transformation.
According to the reporter, many traditional lighting companies do not want to rely on existing dealer channels to sell their own LED lighting products, but to open up new marketing channels on the basis of the original.
"At present, there is still a big difference in the sales mode between LED lighting and traditional lighting. Traditional lighting adopts retail mode, which is mainly based on business; LED lighting is mainly based on commercial lighting, and the retail ratio is low." Zou Hui, manager of Xintel Lighting Management Department, mentioned.
Lighting puts higher demands on the number, quality and engineering expansion capability of the group customers of the agents and distributors. Therefore, the new Teli traditional lighting is mainly retail dealers, and the LEDs are mainly agents.
Shang Mingjie, manager of Huayi Lighting Optoelectronics Department, also said that Huayi Lighting will build a new LED lighting distribution network in the form of experience pavilion in the country, which will complement the traditional lighting distribution channels.
Obviously, when the traditional lighting is in transition, the problem of upgrading the dealer channel is inevitable. At the same time, due to the characteristics of LED lighting, many traditional enterprises also hope to open up existing channels and open up new channels, which is on the same starting line with new lighting companies.
The advantage of the distributor channel of traditional lighting is really worth discussing.
Dealer loyalty is not enough
In the terminal market, the reporters of "LED Lighting Channel" found that in many specialty stores including NVC and Opp, the brands they operate are also diverse, ranging from three to five, and more than a dozen, high, medium and low. Everything is there.
"At present, consumers are more concerned about prices, and the price of brand lighting is generally higher, sales can not go up, can only rely on traditional lighting or other low-end brands to support performance." A NVC regional agent frankly. In the stores it operates, reporters can see Panasonic, Opus and other low-end lighting brands.
Coincidentally, the Johnson Electric Lighting Experience Hall, which is separated from the dealer by a wall, does not see the LED lighting products of the Johnson Electric brand. Instead, it is the Philips, San Lighting, Youyicheng Lighting, Carl Lighting and other brands.
“The final appeal of the dealers is to make a profit. Which brand sells well and the profit margin is large, and naturally it will be favored by the dealers. Talking about brand loyalty with them will not work at all.†Tang Lande, deputy general manager of lighting Good law said.
Previously, Dehao Runda said that its light source products have been applied to the production of NVC lighting LED lamps, and sold through NVC's perfect distribution channels.
However, the reporter called NVC dealers in Changzhou, Nanchang, Zouqu, Beijing and other places. Many dealers did not know that Dehao Runda had entered the NVC, and had not even heard of the brand of Dehao Runda.
Judging from the loyalty of NVC lighting dealers, Dehao Runda's LED products want to fully enter NVC's distribution channels, not as simple as imagined. Even NVC Lighting, which is at the crossroads of transition, has obvious advantages in its distribution channels. However, it is still unknown whether it can maintain its original advantages when transforming LED lighting.
From this point of view, traditional lighting in the transition, generally faced with the problem of dealer channel upgrades, which also makes the traditional distributors proud of the advantages of dealer channel channel is greatly reduced.
Dealers are enthusiastic about the traditional lighting brand, but their LED products are not lukewarm, mainly because of their high prices.
Therefore, at the beginning of the transformation of traditional enterprises, whether it is a separate channel or the use of existing channels, it is necessary to work hard to improve the cost performance. 
It is difficult for traditional lighting companies to fall into the channel of "triangle love"
[Source: LED Engineering's "LED lighting channel" 2013, No. 5 (total of 41) reporter / Xiongyu Heng]