Lighting industry four major transformation road

With the implementation of the property purchase restriction policy, the real estate industry has also experienced a temporary downturn. The downstream home improvement lighting market is also affected. Some experts predict that the terminal market represented by lighting stores and distributors in 2014 is bound to face a more fierce reshuffle and transformation. The transition is fast enough to survive, and the stereotyped ones will be shuffled out of the game. Under the cruel competition, terminal stores and enterprises can only win the future by changing their thinking through mode transformation.

Terminal store terminal lighting store is currently the most important display sales platform for national lighting brands, accounting for more than 80% of industry 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-family industries 'one stop' urban complex. 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 chartered public was over. Some old markets occupy the advantage of transportation and have a longer life, often serving as a 'chartered public' role. 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 the 'Government-Specific Procurement' for engineering lamp merchants; invest heavily in local channel magazines and bring the brand of merchants to the county to 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.