Nine Transformations Help China's Lighting Industry to Become Colder

In 2011, the lighting industry's terminal market mainly revolved around two important themes. One was the crazy expansion of lighting stores; the other was the market depression caused by the lack of national rigid purchasing power after the property market restriction; LED fire spread and other episodes, in general, terminal distributors experienced a long period of pain in 2011.

Some experts predict that the lighting industry in 2012 will be even more difficult. The terminal market represented by lighting stores and distributors will inevitably face more tragic reshuffling and transformation. The transition is fast enough to survive, and the stereotyped ones will be shuffled out of the game. The author believes that in 2012 China's lighting industry's terminal market can only go through a model transformation and change its thinking to get out of the difficulties and win the future.

â—† Terminal Stores The terminal lighting store is currently the most important display and sales platform for national lighting brands, accounting for more than 80% of the industry's sales. However, in view of the national lighting stores, there are not many markets that can be called standard, professional, and brand. It is undeniable that in recent years Lampeng Times, Chengdu Jinfu, Beijing Shilihe/Goli, Shenyang Zhangshi, Changzhou Zouqu, Zhengzhou Huafeng, Chongqing Yinan, Harbin Hailong and other brands and ideas of first-class stores have made strides. Beijing Shilihe Lighting City was even the first to go out of the chain of development, but after all, the high and low, the journey of expansion lonely.

One of the transitions: either specializing in proficiency, or there are two development directions in the future of the lamp market in the pan-home. One is a professional lighting company or chain institution that is specialized, well-managed, and knows the entire lighting industry chain, and the other is a set of lamps. , ceramics, flooring and other pan-home industries "one-stop" purchase of urban complexes. The former is represented by Shilihe Lighting City, which is mainly represented by the Red Star Macalline, the House of Actual and the independent integrated MALL of each city. Both have their own advantages and disadvantages. This lies in the direction of the market's choice.

Second transformation: Positioning is clear, strengths and weaknesses in accordance with the market business operators, accurate positioning of the market retail, wholesale and other business models, to carry forward the advantages, make up for the short board, and strengthen the overall competitiveness. Taking Zhangshi Lighting City in Shenyang as an example, Zhangshi Lighting City is first and foremost a high-end retail and engineering market. With the advantages of high-end atmosphere and outdoor engineering, it launches the top-notch phase II international boutique pavilion, and immediately launches a logistics and wholesale center, attracting existing advantages. High-quality merchants create wholesale business, forming a high-end retail, engineering, and wholesale overall structure. However, other lighting cities have their own advantages, but they lack self-styled, lack of accurate positioning and change, and their advantages are no longer excellent.

The third transformation: Lighting City for the business "running business"

The era when the lighting market served as a “public charter” was over. Some old markets occupy the advantages of transportation, and they tend to serve as “chartered public” roles for a longer period of time. They are indifferent to advertisements and services and are relatively bullish. However, more nascent markets or branded chain stores will focus on the interests of merchants as a service priority, and they will also cover both fish and water. For example, Shilihe Lighting City Shenyang Store takes the lead in organizing designer activities for designers of lanterns and linking designer resources; Human resources open up government-affiliated channels to win “Government-Specific Procurement” for engineering lamp merchants; generously invest in local channel magazines, carry brand names of merchants to prefectures, and help them do “wholesale”.

The fourth transition: Diversified integrated marketing The promotion of the lighting market has two reasons. First, newspapers and television media are expensive, and input and output are not proportional; second, they do not know how to effectively promote money. The money is not spent. The effect will not dare to cast. The first is to establish a formal marketing planning department to research the needs of merchants, customer groups, study the market population, the distribution of consumers, consumption level, general preferences, frequent access, favorite magazine media, etc., according to the businesses often faced The client selects the advertising carrier; secondly, it maintains continuous communication with major media representatives; in addition, it can reach joint procurement and promotion agreements with other local market stores to develop the group.

â—† One of the transformations of terminal distributors: Market selection according to local conditions Not all markets need to leave a footprint, but choose the right market based on their own business style and expertise. Take Shenyang as an example. When you do wholesale, you will go to the North Point Lighting City, where the wholesale is the most concentrated. You will go to Zhangshi Lighting City, where the project has the most obvious advantages, and you will choose Shilihe Lighting City as the high-end retail store to do a low-end switch to Daxi Electronics Market. Doing low-end light source wholesale south tower complex ... ... not the best market is suitable, not the worst market can not be done, the key is to suit local conditions, suitable to.

Transformation of the second: do a small job, do a full dealer to open a shop is often made a little money is busy trying to expand the water, to seek greater market share; every year, home, dealer dealers to increase the crystal lamp, European lamp project abound Yes, but most of them fail! Why? Because it is not professional and powerful. When the storefront or strength is still very small, it is best to make products and styles specific. Athenian Lighting Pan Qinglong plays in the modern style and has been known as the top class after more than 10 years. When the storefront and strength reach a certain degree, it must be large and complete. Lights and meters will frequently be sold in thousands of square meters. There will always be a comprehensive product series layout store, post-modern area, classical European area, luxury crystal area, etc., Zhengzhou gorgeous lighting in addition to create In the top district, there is a large and inexpensive supermarket section. Therefore, to do shop products must also know advance and retreat.

The third transition: dealers have to do their own brand. The author has always emphasized that dealers must build their own brand value. Because manufacturers have always been unethical, relying on businesses to do the initial market, the brand is often mature after the replacement dealers, to find a stronger, when the market has a strong enough businesses, there are opportunities for manufacturers will find Two, lanterns are the most obvious. In order to avoid bamboo baskets, the children who raised them are called dads, so dealers should build their own brands, establish their own brand positioning, and even develop chains, develop franchises, and shop in prefecture-level cities and counties. The industry has its own brand of dealers, such as Chongqing Light Mart, Beijing Athens, Zhengzhou Hualien, Jinan Hongli, Anhui Achao, Hunan Dumba, Shijiazhuang Cathay Pacific, and both are leaders.

Transitional 4: The key to getting company operation is to get rid of the most direct way of the “marriage shop” model in the lighting industry is to operate in a corporatized manner. Although there are more taxpayers than individual dealerships, all aspects of system, management, project negotiation, and recruitment will be more standardized. The person-manager is very limited to the development of the store, and the system administrator will cultivate more talents. Shenyang Yuanhao Lighting Brand Management Co., Ltd. Acted for Orchest, Shepherd, Maloney and other brands. After the implementation of the company's operation, several stores were managed in a unified manner. Then the business department and office were set up to perform their duties with clear objectives. Scattered, for a time to become a model for the market to follow suit.

Transformation 5: Complementary Advantages and Enthusiasm for Warmth Each city lighting industry and each lighting fixture store will have a group of familiar circles, some fellow associations, many years of business partners, and some are chambers of commerce or associations. Everyone must have everyone. Have their own strengths. Some people are good at engineering, others are good at switching, and there are people who have unique research on crystal lamps, European lamps, and sheepskin lamps. If people in every field are very good at forming a strategic alliance, sharing information and sharing resources, they have complementary advantages. Baotuan develops the market. When it comes to the off-season, it will be much stronger than the individual’s single-mindedness.