Hangzhou's lighting market is divided into old and new areas, with a construction area of more than 30,000 square meters. Currently, there are more than 300 shops, which are lined up in rows and vary in size. The larger stores mainly retail giant brands such as Philips, NVC, Opple and home decoration products, while the small stores mainly focus on engineering. Some brand stores in Hangzhou, such as "NVC", "Sanli", "Huayi", etc. are also involved in wholesale operations, but there are not many merchants in Hangzhou that are truly wholesale-focused.
When the author visited the Hangzhou lighting market, I visited Yang Xia, the proprietress of Yatu Lighting. When the reporter asked about the recent business situation, Yang Xia seemed a little disappointed. According to her, business has been very bleak recently, with very little customer traffic. However, according to previous years' practice, summer is the off-season. After summer, the situation will generally improve. According to Yang Xia, although the market is currently sluggish, the government's promotion still makes her confident in the Hangzhou lighting market. Metro Lines 3 and 5 are planned around the Hangzhou Lighting Market. The transportation location advantage will bring a large amount of people flow, which is foreseeable.
As for the online sales channel, Yang Xia also said that there are difficulties in online sales, as follows: 1. The shipping cost of lamps is high, and a lamp may cost two to three hundred yuan; 2. Online customers have complex requirements and are preoccupied with every detail. If they are not satisfied, they ask for returns or exchanges, but they make no profit or even lose money; 3. The goods returned from online sales are sometimes beyond recognition, and are disassembled and assembled by customers or damaged by logistics. Therefore, when the Internet O2O model is prevalent, many merchants are still unwilling to join this ranks.
Many dealers report that business is sluggish
Through the visit, we also found that although most dealers are in sluggish business, there are several dealers in Hangzhou who are very busy. They are not busy selling or hanging lights and selling goods, but busy decorating. Many bosses told us: "Because the internal products are messy and the old market does not pay attention to quality, the sales of their products are not very good, so they want to renovate and re-categorize the products, so as to highlight the sales focus and product features of the store." There are also some dealers who are completely dissatisfied with the original style of the store when decorating their stores. It is reported that these dealers believe that the reason for the sluggish business last year was that the decoration style of their stores was not as good as other stores and lacked a "high-end atmosphere", which led to consumers not buying lights when they came to the store.
Chengbei Lighting Market: Positioned in the mid-to-high end, novel and fashionable and popular
Hangzhou Chengbei Lighting City is close to Hangzhou Lighting City New District, with a business area of 5,000 square meters and 52 businesses. The market positioning is mainly retail and the project is auxiliary. Chengbei Lighting City is a new modern lighting city that relies on the development of this old lighting market in Hangzhou. Although the area is not as large as the Hangzhou lighting market, the lighting design here is relatively new, most of which are the latest popular and fashionable products. The products here are mainly high-end and mid-range types, so the price is not cheap.
As the lighting market in the north of the city that later rose to the top, it paid more attention to the decoration of the overall storefront. According to Dingyi lighting boss Park Minghao, this year's high-end emerging lighting market has great potential, because young people are now more inclined to consume new products. Therefore, Top Art Lighting will also take this opportunity to transform itself to meet the needs of consumers. Park Ming-ho told us: "In the face of the changing market environment, it is the purpose of Top Art Lighting to examine the latest market trends, actively and proactively understand customer consumption psychology, provide consumers with what they need, sell what they want, and serve every consumer in a place."
Hangzhou Yongyi Lighting is one of the few dealers that sells both traditional lamps and LED lamps. Its boss Shi Fenghua said that currently, LED is developing very rapidly and has occupied most of the lighting market. Few people use traditional lamps anymore, which has resulted in a backlog of old-style lamps in the market. Coupled with the fact that store rent prices are rising every year, I feel like I am unable to do what I want. When it comes to e-commerce, Shi Fenghua believes that lamps are easily broken during transportation, so he has no idea of opening an online store yet.
ANNA