How to deal with the dilemma of the North China lighting market in the era of big channels
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The business is deserted, the price war is prevalent, the operation is difficult to continue, and the sales performance is declining. These are the true portrayal of the lighting market in North China. In the face of increasingly fierce channel competition, in the face of increasingly rational consumers, both manufacturers and businesses must face the changes in the market. Only by actively seeking breakthroughs can we survive and live well.
The Beijing market has gradually become rationalized and standardized in the Beijing market. The LED channel competition has appeared somewhat weak in the first half of this year, which is reflected in the fact that the dealer conference is much less than last year. These changes are also the embodiment of the market law. From the earliest low price to the king to more capital into the LED lighting market, the industry reshuffles, and the current market is gradually rationalized, standardized and stabilized.
LED competition will become more intense in the future. To survive and develop better, manufacturers, businesses, and even stores have a long way to go. In the Beijing market, this has formed a consensus.
In the first half of the year, the brands that held the dealer conference in the Beijing lighting market mainly included Panasonic, Yiguang, Mulinsen, and Europe. This year is the year of the new brand Mulinsen and the traditional brand Foshan Lighting.
Compared with last year's group dance, this year's lighting market is relatively deserted. Especially in the lighting market, product sales have fallen a lot compared with the same period of last year, mainly due to factors such as national macro-control and serious product homogeneity.
In the market survey, many merchants reported that this year's channel competition has not yet reached the most intense state. Channel competition will be even more terrible next year. The acceleration of market shuffling will cause many brands to completely disappear in this war without smoke.
The survival of the fittest is the development law of the market. Resource integration will appear in every aspect of the lighting industry. From the perspective of the long-term development of the industry, this is not a bad thing. However, both enterprises and businesses must actively prepare for war through various channels, and upgrade themselves from the aspects of positioning, strategy, management, and service. If they adhere to the traditional mode of thinking, they will simply be eliminated.
The change of new and old stores in Tianjin has become a hot topic. This year, the new southern lighting city at the junction of Hongqi Road and Anshan West Road is affected by municipal engineering and faces demolition. Therefore, when visiting the market, there are always businesses that have seriously affected the business. It is understood that New South Lighting City is located in the key business district of Nankai District, Tianjin, and is the only specialized lighting market in the southwestern part of Tianjin. At present, the demolition work is coming to an end and the merchants start to re-select the address.
On March 3 this year, Tianjin Meijiang Lighting Home Plaza officially opened for business, adding another piece to the lighting and lighting store in Tianjin. According to the reporter's observation, in the Tianjin lighting and lighting market, the old stores were demolished, and the new stores quickly became one of the most concerned topics in the Tianjin lighting market in the first half of 2014.
When visiting the terminal market, the most complaints from the merchants were the bleak lighting business. The sales volume of the products dropped sharply compared with last year, and the traffic volume was not as good as in previous years. In addition, the rise of e-commerce has brought a big impact on the operation of physical stores. Businesses generally reflect that the operating conditions are declining, and some businesses even have a business situation that they can't make ends meet.
In the market, many merchants are eagerly looking for brand cooperation in line with their own business philosophy. Some merchants are actively transforming and operating LED brands. Some dealers are actively developing secondary agents or establishing distribution channels and image stores to consolidate existing channels. Seize the market share; and businesses have increased their market share in the engineering field.
For example, Jiayi Meiju Decoration Materials Co., Ltd. (Snowlight Optoelectronics Tianjin General Agent), at the same time as the dealer meeting, replaced some of the hotel's lamps that were responsible for the conference with the Snow Wright products, and also the famous snack dog in Tianjin. The luminaires are also replaced with their own agent products to create a model market. In short, each brand agent has made a unique move and actively seized a place in the LED wave.
The strong LED brand in Hebei Province has not appeared in the first half of this year. In the lighting market in Hebei, most merchants are suffering. Through visiting the business, I learned that in Shijiazhuang this year and even in all prefecture-level cities in the province, the business is quite deserted. Due to the high popularity of LEDs, many merchants have agent LED brands, but in the Hebei lighting market, there is no single LED brand.
In 2014, the competition in Hebei's lighting market became more and more fierce. The performance of Mulinsen Lighting, which performed more brilliantly, also repeatedly lowered the price of the product. It is understood that in Shijiazhuang, there are three different businesses to carry out logistics wholesale from three different channels. This shows that the competition between small brands is fierce.
In the first half of this year, the most frequent distributors in the Hebei market were Mulinsen. The new product launch conference was more beautiful, and other brands performed relatively smoothly. In addition, the performance is more eye-catching Hyde letter, it is understood that this year, Heidexin has convened a core logistics company back to the headquarters for in-depth communication in all provinces of the country, and the manufacturers bear the full cost.
In the first half of this year, sales of lantern products declined a lot compared to the same period last year. It is understood that last year Shijiazhuang, Chinese-style lamps are particularly popular, no less than 10 dealers chose to renovate the store to sell Chinese-style lamps, but in the first half of this year, lighting products seem to have returned to a flat period.
In the field of LED lighting, although there are many LED brands in Shijiazhuang, no LED brand is particularly strong, which has led many brands to make a big fuss in the price war.
In Shijiazhuang, Zude Lighting is worthy of attention. It relies on its own strong corporate culture to create a team that refines its services and deepens its market. In the past two years, the market has been very eye-catching and has become a market in the lighting industry in Hebei Province. A dark horse, the future development can not be underestimated.
The channel competition in Shanxi Province has just begun. In the first half of 2014, the Shanxi lighting market was shrouded in a cloud of depression, the macro sales environment was sluggish, and operating costs were rising sharply. Therefore, most dealers were cautious and pessimistic. In the fierce market competition of high saturation, some lamps and lanterns stores in Taiyuan City, especially the news that merchants have quit and closed in new stores, the market shuffling action has begun to become prominent. Many dealers even experienced losses that could not be used. The current stores were inexhaustible, the market became saturated, and the competitive pressures increased.
Although the terminal sales market has not been able to break out strongly, the battle for channels has become more and more hot. After Delta and Mulinsen held a dealer meeting in Shanxi, Yiguang and Jiamei held a dealer meeting in the Shanxi market. National Star and Ochis are also in the process of laying out the Shanxi market. Among the many new brands, Mulinsen Lighting has rapidly expanded its market with the newest position of the industry. Yiguang LED Lighting has won the championship with a total amount of 4.15 million yuan. This is not a miracle for the long-established Shanxi market! Aoqisi lighting, which had not been exposed to the channel before, has also emerged in the Shanxi market. Its future development trend should not be underestimated. The traditional brands have a steady and vigorous NVC lighting, the new sprouts of Damei lighting, and the roots of Langshi Lighting. Jiamei lighting has accumulated momentum and does not reduce the competition for LED lighting channels in Shanxi. This has just begun.
The development of lighting is constantly evolving. LED light source is already the mainstream of the market. Products such as citrine lamps and low-voltage flat lamps that were once popular have been declining after a period of enthusiasm. The market share of Jane-European and Chinese-style products has gradually increased, which is quite popular among the market. LED lighting consumer groups have grown stronger. LED commercial photos almost completely replace traditional lighting. The future of COB is generally optimistic. The price of T5, T8 and traditional products are almost the same, and the bulbs are moving towards ordinary people's homes.
In terms of marketing, the promotion has quietly faded. Take the May Day holiday as an example. In the past, it was the peak period for businesses and stores to concentrate on activities. However, this year and the past year are very different. The store is no longer keen on the event. There is almost no influential promotion in the Taiyuan lighting store this year. activity. More than one-third of the merchants choose to close the holiday on May 1st, and the situation of Mayday giving employees a holiday is difficult to see in the past. This is the return of humanized management, or the helpless measures under the lack of sales. Since the heart is clear.
Inner Mongolia merchants lamented: Where did the business go?
In the first half of 2014, many merchants in Inner Mongolia were sighing at the time and sighing business. It is understood that many merchants have been under pressure since the beginning of this year. It is understood that the merchants of Runyu's home lighting business have long been notified that the rent has increased slightly. In the face of rising operating costs and a rise in turnover, merchants have to face choices, insist on or withdraw? Up to now, nearly ten merchants in Runyu Home, Xin'an Lighting City and Yuanhe Lighting City have subletted the store or closed the door directly.
According to the merchants, the biggest pressure on the operation is that there is no business to do, whether it is the home or engineering market, the business is sluggish. Some merchants have reported that the daily average passenger flow in the market is less than 50. In terms of engineering, many projects in Inner Mongolia cannot be started, and those that have not been approved are called to stop. Even if there is a project, the buyer's settlement conditions will not allow the merchant to pick it up. It is understood that many buyers generally require merchants to settle according to the three-three-fourth method, that is, 30 prepaid, the lamp is installed and then paid 30, and the remaining 40 years later. In addition, buyers have also kept profits very low, so many merchants are not single.
In the first half of this year, some brands performed well in Inner Mongolia. On May 12, 2014, the first Inner Mongolia Dealer Summit of Mulinsen was held at the Wanhao International Hotel, Kunming District, Baotou City, Baotou City. It is understood that the amount of signing at the conference site reached 1.76 million yuan; Foshan Lighting is still deeply cultivating channels in Inner Mongolia; Xidun Lighting is committed to engineering lighting; sales performance of traditional electrical brands such as Simon Electric, Home, TCL Electric, etc. in the first half of 2014 Stable and rising. In the Inner Mongolia market, it is difficult to make achievements in lighting products. In the past, dealers who need to buy some new lanterns every year have a small movement this year, and the sales of lighting products have fallen seriously.
This year, some young dealers began to experiment with micro-marketing. Many dealers opened e-commerce channels such as Taobao and WeChat platforms on the basis of physical stores, and realized online and offline ways to sell products, with a view to more Good sales performance.