LED Lighting City into limbo lighting businesses seeking to reverse their

In order to understand the lighting market, this year, researchers have visited the major lighting market in Guangdong, found that most of the lighting business deserted city, sparsely populated. In recent years, the traditional dealer channel is facing more and more new channels of impact, especially e-commerce, the impact of large stores. Lighting dealers generally reflect poor living conditions, but also faced with personnel costs, shop rent, the test of the competitive environment.

Cohabitation, the size of cards can not do anything

In front of the cold thin horse, into the summer, but see the lighting market chill, the size of the brand seems to stand on the same line. According to the majority of dealers, the store will be mixed sales of most brands, and the brand of each product is not different for consumers. I have learned that the distribution of lighting city consumer groups scattered, procurement of lamps to the majority of customers in the home user, the unit procurement is relatively small. In addition, designers focus on the design of the procurement model, the general will not go to the city to buy lamps. Most of the stores are relatively few new customers, sales of products mainly rely on the vip.

Compared with the brand, consumers are more concerned about the price and quality of the product. Because ordinary consumers mainly focus on the quality and practicality of the product, there is no rigid demand for the brand. Therefore, most of the stores are based on the specific requirements of the customer to sell the lighting brand, not just to sell a particular brand.

Business fixed independent brand merchants told the author that the size of the brand has its own advantages, ensure the quality of the big brands, high visibility, consumer trust, but is designed to highlight advantages of small brands, creative personality, and the price is cheap, there are a series of on-site service delivery, installation, cleaning etc..

In fact, whether it is a shop or store, dealers rely on integrity. After sales service is the top priority of the lighting industry, an excellent dealer to do a good job of after-sales service, rational consumers will not only look at the price to choose the product, but the choice of good quality, good after-sale products.

Of course, the dealer's choice of lighting brand is also very important. Stable quality, brand products more competitive, sustainable development; brand-name products are often the backlog of inventory, not talent shows itself in the market competition.

So cold, the market is not optimistic

From the dealer mouth to know, after the Spring Festival this year, the market downturn is mainly because the influence of environment, demand reduction, industry competition, price war, the poor performance of the property market, covered all over with cuts and bruises stores rent increases and other factors.

Some dealers complained to the author, cold market so that they do not operate. According to a business of crystal chandeliers businesses, even lighting city location, convenient transportation, complete lighting supplies, but affected by the environment, the market downturn, rental and consumer demand difficult to uneven, plus the homogenization of competition, outlet stores a headache.

No market conditions even close to the building materials market is also useless. Guangzhou Yangcheng decoration materials market Lighting City building materials market is in the periphery and center of the city, but its lighting business sources, building materials market brings about certain customer resources for lighting, but in the environment under the influence of this effect is not worth mentioning, or maintain their own channels more reliable.

In the course of the visit, there are businesses that, supporting the management of lighting city is not in place is also caused by the lack of lighting market flow, one of the reasons for the market downturn. For example, the city lighting decoration, elevator and other related facilities are not perfect, no lighting city operation concept and lack of professional property management loopholes, too, investors and operators do not take the initiative to deal with and without positive thinking leads to measures, compared with other lighting city do not have a competitive advantage, not to attract customers to choose products.

Frequent strategy, and actively seek new ways

The author visited PHILPS, OPPLE, NVC, Mitsuo aurora and other stores, found that they have common features, facade decoration clean atmosphere, simple and beautiful appearance of products, sales staff is also more professional and so on. It is understood that the shop has a certain role in the decoration of consumer psychology, more or less impact on sales.

A NVC store official said in an interview, each of the NVC stores have a unified style of decoration, including the facade decoration, window display counters have their own exclusive standard and special design. He pointed out that the NVC has the advantage of a strong brand effect, good use of NVC advertising and marketing and sports marketing, will choose at the airport, train station, subway, stadium et al flow intensive places advertising posters, video display or background plate, and bring huge economic effect of NVC mature sports marketing mode to nvc.

Compared with other lighting brands in circulation as the main product, NVC products are focused on commercial lighting, with traditional channels, network channels, channel engineering, overseas channels such as multiple channels joint attack. It is reported that the radiation range of NVC stores, currently has 37 operations centers and more than 4 thousand stores, and in Guangdong, Chongqing, Zhejiang and Shanghai have their own R & D and production base. In addition, NVC also started the layout of O2O mode, the online orders, the line experience, and the operations center for dealers and consumers to provide experience