The lighting industry continues to explore and innovate, looking for a broader development channel, and the overall home lighting is on the rise. After three years of turbulence, the overall home lighting boom has not only failed to retreat, it even shows a protracted war. After fighting in the first-tier cities, everyone invariably went to the second and third-tier cities and even started to attack the county market. The victory and defeat of the channel warfare is the key, but how can we seize more cities in the channel warfare? How can we keep the hard-won victory fruit? This will undoubtedly become a topic of common concern for many home lighting companies.
Product is the key to success
Zhongshan City, Wang Kwong Lighting Co., Ltd. Huang Liang Jun, general manager of <br> <br> key point: I believe that the future of home lighting companies will return to the product as the most critical point towards the Volkswagen brand, in particular, gradually increase the decorative products, functional And smart.
In the past few years, celebrity endorsements were popular, and this year's biggest industry highlight can be said that the lighting companies' strong landing on CCTV and the move to mass brands are obvious, such as Hongguang Lighting and Foton Electric. At present, there are many enterprises that chant the slogan of “Overall Home Lightingâ€, but there are not many enterprises that have the core product strength and cost-effective manufacturing advantages. In addition, Philips and Op Lighting have opened a big gap between first-tier brands and second-tier brands. The second-line brands will be able to achieve a one-hundred-and-a-half million yuan, and they will find it difficult to break through. I think that the overall home lighting brand must stand out on the second-line battlefield and must have three major competitive forces. First, lay a solid foundation and lay a solid foundation. This requires the leader of the company to be stable, and avoid rapid progress. From the high ground to the flat roof, the foundation is strong and most important. Second, to meet market demand and build core products. Whether a company has competitiveness or not depends to a large extent on whether the company has its own core product. Third, optimize channel construction and enhance business capabilities. Enterprises do brand, you are perseverance, there must be sustained investment, but also in the brand promotion, material support, service guidance, etc. to dealers to provide comprehensive, sustained and effective support.
Only when you make a feature can you have a way out
Zhongshan City, Kui Ho Lighting Appliance Co., vice president of marketing Haoxi Long <br> <br> core ideas: making system, culture and brand of their own, they will find their corresponding market.
Not to say that the price is cheap, consumers will certainly buy it, not to say there is a boss in the industry, and other companies have no chance. There are differences in the system, system, including brand personality, cultural connotation, etc. between enterprises. There are many factors that determine consumer purchases. No one brand can meet the needs of all consumers, so everyone has the opportunity. Do yourself a good job, make your own system, culture, and brand connotation, and you will find your own market. Excellent companies can learn but cannot imitate. It is easy to be eliminated in the industry by simply imitating others. The success of Op Art has a favorable environment. What are the competitors of "Oupu"? TCL, Haier, Philips, Panasonic and other international brands. These internationalized big brands were beaten by “Oupuâ€, indicating that the “Oupu†team at that time had strong fighting power and also had good strategies. The reason why many second-tier brands have failed to stand in the front line is not the problem of “Oupu†and is the company’s own problem. From the results to extrapolation, it can be seen that the nerve endings of the second-tier brands are not sensitive enough and the response is slow. As a result, the results are eroded one by one. Now, for example, Philips Lighting's Home Lighting Museum is very good, but we haven't seen their further action with Panasonic.
Transition from "nanny" to "housekeeper"
Zhongshan City, Australia Keshi Lighting Appliance Co., Ltd. Zhang Wei, director of marketing <br> <br> key point: With the upgrade of the major manufacturers of the growing battle channels, channel service will also be a number of changes, from the current customers do " The nanny "changes to being a housekeeper" of clients.
In recent years, the rapid development of second- and third-tier cities and county-level cities in China has brought about great development opportunities for the overall home lighting industry that is positioned as a mass consumer. At present, the county-level market is the main battlefield for the overall home lighting industry fire competition. However, the current poor profitability of single stores is also a problem that plagues the entire industry. In addition, the brand loyalty of these terminal distributors is much lower than that of some provincial and first-tier dealers, and the cost of channel maintenance and development is quite large. Therefore, many of the overall home lighting companies have emerged as “only earning money and not making moneyâ€. "The phenomenon. In the future, as the upgrades of channel competition among major manufacturers become increasingly intensified, some changes will also occur in channel services, from the current “nanny†who is a customer to the “housekeeper†who is a customer, which will be developed from the surface The transition to the improvement of the quality of outlets, including good customer relations, incentives for purchasers, and assistance with dealers in terminal interception, etc.
Innovative open-circuit winning terminal
Zhongshan City Lighting Co., Ltd. Rambo Fouad, director of marketing Liu column <br> <br> key point: Who's strong innovation ability, who end well, who will be able to win in the future market competition.
Now, there is a wide gap between the first-line and second-tier brands in the home lighting industry. Optronics now has annual sales of about 3 billion yuan, while the second-tier brand is more than a billion, and the difference between first- and second-tier brands is more than ten times that in the terminal market. There are also few brands that consumers can name. Therefore, the market capacity of the overall home lighting is immeasurable, which is a huge growth space for many second-tier brands. Compared with home appliances and other industries, the development of China's lighting industry is not mature enough. Therefore, there is a trend of gradual reshuffle of the overall home lighting, which also tests the company's brand concept, service concepts and other soft power and technology, product development Hard skills.
Simplicity and integration are the future trends
Shunde District of Foshan City, the EU and Lighting Appliance Co., Ltd., chairman Wen Zeping <br> <br> key point: the future development trend of the overall home lighting must be simple, integrated, LED home lighting will be a new bright spot.
At present, the overall home lighting industry does not have too many innovations in the marketing model. It mainly takes the traditional franchisees and franchise stores, and the future channel changes will not change very deeply. The competition among enterprises is mainly reflected in the competition. In terms of product innovation and service details, the support of high-quality terminal franchisees and the improvement of overall profit level have become the key points of competition. In terms of consumption targets, although 20% of high-end consumers at the tip of the pyramid have strong purchasing power, 70-80% of mass consumers have a large number, and the resulting market demand is also very large. Therefore, Akita Lighting will continue to lock in this segment of customers and provide high-quality products and professional services to consumers in the tertiary (county-to-country) market. It will break the existing home lighting product line and re-integrate the lighting industry's products and peripheral products. And, with the rise of green lighting, LED decorative light sources will be popular, and even the application of the main light source will not be too long.
Market resources are increasingly centralized
Zhongshan City Lighting Co., Ltd. together Bo, general manager Zhang Yinhu <br> <br> core ideas: industry reshuffle has already begun, home lighting market gradually to focus on brands.
The current overall home furnishing industry imitates each other on the product line. The styles are basically similar. The marketing practices are basically the same. The home lighting companies go on and on. The number has increased, and even some second and third line brand companies have used it for short term. Some policies to Huyou dealers and distributors found that after the cooperation, they failed to honor their commitments in terms of product quality and follow-up support, leading distributors to be apprehensive to “brandsâ€. Personally think that the industry reshuffle has begun, the market share of home lighting is gradually concentrated to the brand channel companies, but the establishment of the brand requires long-term accumulation and precipitation, so only the company with strong capital and large-scale production, research and development ability can survive In the end. In marketing, it is necessary to formulate different sales strategies according to different market conditions. The marketing team is in place to really drive the terminal sales, allowing dealers to easily make money, keep making money, and make money. The manufacturers have the strength to survive. On a good sales strategy, dealers can really benefit, see the future, home lighting brands can be healthy development.
Product is the key to success
Zhongshan City, Wang Kwong Lighting Co., Ltd. Huang Liang Jun, general manager of <br> <br> key point: I believe that the future of home lighting companies will return to the product as the most critical point towards the Volkswagen brand, in particular, gradually increase the decorative products, functional And smart.
In the past few years, celebrity endorsements were popular, and this year's biggest industry highlight can be said that the lighting companies' strong landing on CCTV and the move to mass brands are obvious, such as Hongguang Lighting and Foton Electric. At present, there are many enterprises that chant the slogan of “Overall Home Lightingâ€, but there are not many enterprises that have the core product strength and cost-effective manufacturing advantages. In addition, Philips and Op Lighting have opened a big gap between first-tier brands and second-tier brands. The second-line brands will be able to achieve a one-hundred-and-a-half million yuan, and they will find it difficult to break through. I think that the overall home lighting brand must stand out on the second-line battlefield and must have three major competitive forces. First, lay a solid foundation and lay a solid foundation. This requires the leader of the company to be stable, and avoid rapid progress. From the high ground to the flat roof, the foundation is strong and most important. Second, to meet market demand and build core products. Whether a company has competitiveness or not depends to a large extent on whether the company has its own core product. Third, optimize channel construction and enhance business capabilities. Enterprises do brand, you are perseverance, there must be sustained investment, but also in the brand promotion, material support, service guidance, etc. to dealers to provide comprehensive, sustained and effective support.
Only when you make a feature can you have a way out
Zhongshan City, Kui Ho Lighting Appliance Co., vice president of marketing Haoxi Long <br> <br> core ideas: making system, culture and brand of their own, they will find their corresponding market.
Not to say that the price is cheap, consumers will certainly buy it, not to say there is a boss in the industry, and other companies have no chance. There are differences in the system, system, including brand personality, cultural connotation, etc. between enterprises. There are many factors that determine consumer purchases. No one brand can meet the needs of all consumers, so everyone has the opportunity. Do yourself a good job, make your own system, culture, and brand connotation, and you will find your own market. Excellent companies can learn but cannot imitate. It is easy to be eliminated in the industry by simply imitating others. The success of Op Art has a favorable environment. What are the competitors of "Oupu"? TCL, Haier, Philips, Panasonic and other international brands. These internationalized big brands were beaten by “Oupuâ€, indicating that the “Oupu†team at that time had strong fighting power and also had good strategies. The reason why many second-tier brands have failed to stand in the front line is not the problem of “Oupu†and is the company’s own problem. From the results to extrapolation, it can be seen that the nerve endings of the second-tier brands are not sensitive enough and the response is slow. As a result, the results are eroded one by one. Now, for example, Philips Lighting's Home Lighting Museum is very good, but we haven't seen their further action with Panasonic.
Transition from "nanny" to "housekeeper"
Zhongshan City, Australia Keshi Lighting Appliance Co., Ltd. Zhang Wei, director of marketing <br> <br> key point: With the upgrade of the major manufacturers of the growing battle channels, channel service will also be a number of changes, from the current customers do " The nanny "changes to being a housekeeper" of clients.
In recent years, the rapid development of second- and third-tier cities and county-level cities in China has brought about great development opportunities for the overall home lighting industry that is positioned as a mass consumer. At present, the county-level market is the main battlefield for the overall home lighting industry fire competition. However, the current poor profitability of single stores is also a problem that plagues the entire industry. In addition, the brand loyalty of these terminal distributors is much lower than that of some provincial and first-tier dealers, and the cost of channel maintenance and development is quite large. Therefore, many of the overall home lighting companies have emerged as “only earning money and not making moneyâ€. "The phenomenon. In the future, as the upgrades of channel competition among major manufacturers become increasingly intensified, some changes will also occur in channel services, from the current “nanny†who is a customer to the “housekeeper†who is a customer, which will be developed from the surface The transition to the improvement of the quality of outlets, including good customer relations, incentives for purchasers, and assistance with dealers in terminal interception, etc.
Innovative open-circuit winning terminal
Zhongshan City Lighting Co., Ltd. Rambo Fouad, director of marketing Liu column <br> <br> key point: Who's strong innovation ability, who end well, who will be able to win in the future market competition.
Now, there is a wide gap between the first-line and second-tier brands in the home lighting industry. Optronics now has annual sales of about 3 billion yuan, while the second-tier brand is more than a billion, and the difference between first- and second-tier brands is more than ten times that in the terminal market. There are also few brands that consumers can name. Therefore, the market capacity of the overall home lighting is immeasurable, which is a huge growth space for many second-tier brands. Compared with home appliances and other industries, the development of China's lighting industry is not mature enough. Therefore, there is a trend of gradual reshuffle of the overall home lighting, which also tests the company's brand concept, service concepts and other soft power and technology, product development Hard skills.
Simplicity and integration are the future trends
Shunde District of Foshan City, the EU and Lighting Appliance Co., Ltd., chairman Wen Zeping <br> <br> key point: the future development trend of the overall home lighting must be simple, integrated, LED home lighting will be a new bright spot.
At present, the overall home lighting industry does not have too many innovations in the marketing model. It mainly takes the traditional franchisees and franchise stores, and the future channel changes will not change very deeply. The competition among enterprises is mainly reflected in the competition. In terms of product innovation and service details, the support of high-quality terminal franchisees and the improvement of overall profit level have become the key points of competition. In terms of consumption targets, although 20% of high-end consumers at the tip of the pyramid have strong purchasing power, 70-80% of mass consumers have a large number, and the resulting market demand is also very large. Therefore, Akita Lighting will continue to lock in this segment of customers and provide high-quality products and professional services to consumers in the tertiary (county-to-country) market. It will break the existing home lighting product line and re-integrate the lighting industry's products and peripheral products. And, with the rise of green lighting, LED decorative light sources will be popular, and even the application of the main light source will not be too long.
Market resources are increasingly centralized
Zhongshan City Lighting Co., Ltd. together Bo, general manager Zhang Yinhu <br> <br> core ideas: industry reshuffle has already begun, home lighting market gradually to focus on brands.
The current overall home furnishing industry imitates each other on the product line. The styles are basically similar. The marketing practices are basically the same. The home lighting companies go on and on. The number has increased, and even some second and third line brand companies have used it for short term. Some policies to Huyou dealers and distributors found that after the cooperation, they failed to honor their commitments in terms of product quality and follow-up support, leading distributors to be apprehensive to “brandsâ€. Personally think that the industry reshuffle has begun, the market share of home lighting is gradually concentrated to the brand channel companies, but the establishment of the brand requires long-term accumulation and precipitation, so only the company with strong capital and large-scale production, research and development ability can survive In the end. In marketing, it is necessary to formulate different sales strategies according to different market conditions. The marketing team is in place to really drive the terminal sales, allowing dealers to easily make money, keep making money, and make money. The manufacturers have the strength to survive. On a good sales strategy, dealers can really benefit, see the future, home lighting brands can be healthy development.