The actual effect of the NVC channel cleaning is debatable

    [High-tech LED reporter / Xiong Yuheng] As the price of LED lighting products continues to fall, the current acceptance of LED lighting in the terminal market has been significantly improved, which also indicates that LED lighting is likely to achieve explosive growth in the terminal market in the short term. .

    Therefore, rushing to build terminal channels has become the top priority of the current lighting companies. Many LED lighting companies have successfully entered the traditional lighting distribution channel by taking advantage of price. Faced with the embarrassment of LED lighting companies, it is impossible for traditional lighting companies to maintain calmness. The battle for channel looting has already shown the trend of “the mountains and rains are coming to the wind”.

    In order to eliminate the LED lighting enterprises' invasion of their own dealer system and consolidate the original channel advantage position, the old traditional lighting enterprises hope to use their own strong control over the dealers to clear their competitors' products and brands out of their dealer channels. .

    On May 7th, Yiguang Lighting Wu Zhengyi said: "Everyone, everyone! Please inform the superiors that it is strictly forbidden to participate in the conference of Yiguang and other brand organizations. It is strictly forbidden to sell LED products of Yiguang and other brands! Once the company finds that the company will stop the goods and cancel the distribution rights of all products of NVC, please inform the dealers in various regions! [Drepp Lighting].

    It is reported that Deruipu Lighting specializes in lighting appliances and lighting accessories, the agent brands are NVC, Huaqiang Benbang, Sanxiong Aurora, Haohao Technology, Osram and so on. For example, the content of Weibo is true, which means that in the choice of LED agent brand, Derrick can only make a "difficult decision" between NVC and other brands. If you choose other brands, it means giving up the distribution rights of NVC products.

    The reporter called NVC dealers in Shanghai, Beijing, Wuhan, Shenzhen and other places, most of the dealers said they did not receive relevant notice. A dealer in Shanghai reported that when signing an agency agreement with NVC, there was a rule that it was not allowed to sell other brands of lighting products. Therefore, now that NVC is consolidating its own channel status, even if such a policy is introduced, it is understandable.

    However, some dealers have expressed a dislike of NVC's move. "If the news is true, then NVC is forcing its dealers to abandon other LED lighting brands." A Shenzhen NVC dealer said that NVC development The pace of LED lighting has been very slow, and the product category is very thin. After last year's guilt, there is no mature LED product inflow channel. Moreover, the price of NVC's LED products is so expensive that it is not accepted by the end consumers, let alone making money.

    If the news is true, the dealers are really facing a "difficult decision." On the one hand, NVC is quite influential in traditional lighting, and it really makes its dealers make money. On the other hand, LED lighting is the future development trend, and NVC is actually slower in the field of LED lighting. Abandoning other brands means giving up LED lighting in the short term.

    "In fact, it is not uncommon for NVC to introduce such a channel. It is believed that this is the stage that every enterprise that transforms from traditional lighting to LED will experience." Li Quan, manager of the brand management center of Sanxiong Aurora Marketing Department, said that traditional lighting is At the beginning of the transition, because the LED products were not rich enough to fully meet the needs of consumers, they did not stop the dealers from other brands. However, as the category of LED products is becoming more and more abundant, cleaning of other brands is also imperative.

    Li Quan told reporters that the former Sanxiong Aurora dealers have represented other brands of LED lighting products. Since the second half of last year, Sanxiong's LED lighting products are very rich, which can fully meet the market demand, and dealers have fully promoted. Sanxiong's products.

    It is very different from Sanxiong’s recent wind and water in the field of LED lighting. Today, NVC lighting is in a state of stagnation. Some dealers said that the purpose of the dealer is to make money. If NVC's LED lighting products are rich enough, the price is close to the consumer demand, rather than always high, I think the dealer will not give up the NVC brand and find other brands.

    Today, Dehao Runda entered the NVC, Wang Donglei officially became the chairman of NVC Lighting, the actual helm, no one inside NVC can represent the interests of NVC, dealers will inevitably lose confidence in today's NVC . If NVC adopts such a high-pressure policy at this time to force the dealers to submit, it will be difficult to prevent the dealer from turning over in the later stage.

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