Looking back at the economic development of 2008-2009, after a "baptism" of the global financial turmoil, the Chinese lighting industry grew up in the crisis. The real estate industry is a major indicator of the Chinese economy. Home lighting, as an industry closely linked to real estate, was once in the doldrums. However, some insiders said that the financial crisis only brought relatively large impacts on engineering lighting, while home lighting had relatively little impact. This shows that home lighting companies still maintain confidence in the face of the crisis. At the end of the year and the beginning of the year, 2009 is about to pass. In the midst of the crisis, the reshuffle of the lighting industry is still grim. I believe that a new round of competition will emerge in 2010. This article directly hits some traditional home lighting companies, through these companies in the market performance in 2009 to briefly summarize the development of the home lighting industry, to readers.
Intense competition
As we all know, China's lighting industry is still in an unregulated development stage. The low threshold also allows more people to join the industry, making the competition more intense, but because of irregularities, there is a phenomenon of unevenness. Because of its immaturity, it has provided many opportunities for entrepreneurs who are entrepreneurial and want to create a world in the lighting industry.
Today, with the rapid development of society, with the improvement of people's living standards, the quality requirements of the home environment are constantly improving. It is said that lighting is different from home appliances. People can easily say a certain color TV brand or a refrigerator brand, but it is not necessarily able to tell which brand the home lighting is from. The late start of the industry coupled with people's past consumption habits and other factors led to the low visibility of home lighting brands. Therefore, some people in the industry have said this: Industry and enterprises are brands, and the brands of the industry have gone out, which will greatly help the development of enterprises.
According to the current situation, people's enthusiasm for buying a house is not diminished. When the house is bought back, there is no need to lose the light. The world still needs light. Where does the light come from, neither a candle nor a flashlight, pure incandescent bulbs and fluorescent tubes can no longer meet the different lighting needs of the family's various spaces. A series of home lighting products have emerged from time to time, and in order to facilitate one-stop shopping, the overall home lighting is much more popular. Traditional home lighting products are different from lighting, mainly emphasizing functional lighting, and the price tends to be popular. Compared with personalized lighting and crystal lamps or European lamps, it is more suitable for popular needs. In fact, looking at the brand development of the home lighting industry, some professionals have asserted that in addition to the Op, there is no second brand in the home lighting. Although Op Lighting is the leader in home furnishing, the home lighting industry is a large and tempting delicious cake. At present, no brand can truly monopolize the market, so the development space of home lighting is still large.
According to relevant survey data, home lighting companies with annual output value or sales of 70 million yuan to 80 million yuan in the first three quarters of 2009 accounted for 17% of the total number of surveys. During the investigation, the author found many cutting-edge enterprises. Most of these cutting-edge companies have strong brand awareness. Although they can't compete with some established companies in terms of overall strength, they all have their own brand roads. And some companies that did not pay attention to the brand in the past have begun to plan how to jump out of the stagnation circle.
Market expansion is generally increasing
Although the market share seems to be getting bigger as the economic situation improves, as the team becomes larger, the average weight of each team member will become smaller and smaller, and the homogenization of traditional home lighting products will be serious. How to maximize the market meeting rate of products has become the first choice for enterprises to seize market share.
After the financial turmoil, the industry shuffled the war to eliminate a group of companies without brand awareness or weak capital chain. In the past, companies that simply relied on price-spreading wholesale or retail were even more vulnerable in today's increasingly fierce competition. The survival of the fittest in a market-oriented economy has made companies realize the importance of establishing a brand image.
Opening a specialty store is considered by the company to be a necessary part of the branding road. A unified terminal image, standardized management and operation directly has a cognitive and sensory impact on the end consumer. It is only possible to become a brand if it is truly recognized by consumers. Through investigations, the financial turmoil did not slow down many companies. On the contrary, some companies believed that their foundations had been laid and they had the ability to fight, so they attacked the market. It is understood that Benbang International Lighting launched a strong home lighting this year, adding more than 200 stores, Chen Chaoguang, marketing director of the company's home lighting division, said that this speed is not fast enough, after a series of internal adjustments and products After the integration of the line, the management and operation of the state are getting better and better, which laid a good foundation for the attack market.
The survey also showed that some enterprises have slowed down their market expansion this year, and more attention is paid to the maintenance of existing outlets. For example, like Huatai Lighting, although this year launched an environmentally friendly crystal lamp for the mid-end consumer groups, it is not eager to expand. The outlets, but strive to maintain the existing stores.
Comprehensive strength to ensure the survival rate of outlets
The flowering of outlets is the goal pursued by enterprises, and it is also a key link to maintain sales of enterprises. In the stage where the competitive landscape has not yet formed, who can grasp the opportunity to seize the market, who will take a big step ahead of others. However, at the same time as the company's massive expansion, the survival rate of outlets has become a problem in front of enterprises. Now some dealers report that the supply of the company simply cannot meet the requirements. That is to say, the production capacity of the company cannot keep up with the pace of market expansion. This blind expansion not only makes the previous efforts in vain, but also causes the dealers to lose confidence in the enterprise. According to the survey and analysis, the survival rate of the enterprise store is directly proportional to the comprehensive strength of the enterprise, which involves all aspects such as the size of the personnel, the investment of funds, and the improvement of management. In this regard, with the quantification of outlets, the development of quantity pursuit and quality assurance has also caused more lighting companies to fall into thinking.
When a company uses a specialty store as its main sales channel, more and more specialty stores are fighting each other, and it is difficult for enterprises to systematically manage and guide the market. After the expansion of the store to a certain extent, it has to systematically change the store. Many enterprises began to transform their marketing strategies in the stage of entering the channel competition. That is, the previous small-area exclusive distribution system and the exclusive store system were responsible for the transformation of the operation center, and the provincial-level operation center was established.
Some insiders believe that the number of specialty stores is not as good as possible, but should match the comprehensive strength of the company at this stage. The opening of the store can improve the market exposure of the company on the one hand, but it requires a lot of expenses from the previous investment to the later maintenance, and it also requires more system and improvement in management. According to the survey data, the survival rate of new specialty stores in home lighting enterprises in 2009 was about 70%. Some large-scale established companies have added a large number of specialty stores and invested heavily. They are considering the opening of monopoly and placing them in strategic initiatives. Compared with some companies that blindly increase the number of outlets to seize market share, these companies are more comprehensive. This involves whether the market is consistent with the positioning of the enterprise products, how big the market space can be, and what is the layout of the next step for the enterprise. influences.
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