Currently, with the advancement of technology, LED lighting products are gradually entering the mainstream lighting field, and market demand has also entered a critical period of readiness. At the same time, the huge market prospects are also stimulating many domestic and foreign enterprises to seize the lighting market, and competition is becoming increasingly fierce. The channel is king, and the hero takes the lead. The connection between LED lighting and customers depends on the channel. The acceptance and promotion of LED lighting products by channel partners are prerequisites for industry growth, and channel construction is also an important catalyst for product promotion.

In the 2012 China (Beijing) International Lighting Exhibition, there was a "craze" where many companies displayed slogans such as "recruiting domestic and foreign agents" and "recruiting agents", reflecting the efforts of LED lighting companies in channel construction. However, the reality is that these companies are facing heavy pressure and obstacles in this regard.

The channels of LED lighting enterprises can be divided into engineering (invisible) channels and distribution (distribution) channels. The customers of engineering channels are mostly the government, and enterprises often play the role of "comprehensive service providers", requiring coordination of many relationships and full follow-up. The disadvantages of this model are project dispersion and long capital recovery period.

Distribution channels require the use of partners such as distributors, agents, and franchisees to achieve a sales model that targets end customers. The advantage of this model is that it can quickly lay out and expand the product marketing network, quickly occupy the consumer market, and save the company's operating costs. The disadvantage is that it cannot control the profitability and loyalty of dealers. If there is no attractive investment policy or if profits are not achieved in the short term after joining, it is common for dealers to withdraw or counterattack.

Whether it is building its own channels or assisting distributors in developing engineering and distribution markets, channel construction is the focus and work focus of every enterprise. Many enterprises are paying attention to and attaching importance to the construction of investment channels. Through our research, the concentrated problems encountered by enterprises in channel construction are as follows:

1. Lack of experience. LED fluorescent lamp power lighting is an emerging industry with strong industry characteristics and limited experience for reference. Currently, there is no feasible channel for investment promotion to follow.

2. Low awareness. Many consumers do not truly understand LED lighting fixtures, and overall, the awareness of the LED industry is not high, which directly leads to a lack of confidence among many distributors; The sales floor has not fully recognized and accepted LED products, and the LED specialty stores currently open have more exhibition hall display functions than channel construction functions.

3. The variety of products is limited. At present, there are relatively few types of LED lighting products, which are not enough to support the store. Consumers do not have many choices when purchasing, which is also the main reason why many LED brands have not yet established dedicated stores.