The lighting market ushered in a shuffle store to try the national chain
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Recently, the reporter visited several major lighting stores in Beijing, and found that some of the lighting market is mixed, and the price is even more uneven. Lighting stores have shown an increase in the number, competition in the market, expansion of the scale of the store, and potential for the LED market. According to industry insiders, the current reshuffle speed of the lighting industry is accelerating. In the Beijing market, some lighting stores are forced to undergo a transition, and new lighting markets are ready to squeeze in and share a piece of cake. At the same time, the professional lighting market that forms the brand's characteristics and scale is also planning to expand nationwide. The entire lighting market is very lively.
Industry competition intensified the reshuffle of the lighting market In March of this year, the Bafanglong Lighting City, once a member of the eight major lighting cities in Beijing, officially closed, transforming the management of flowers, birds and fish, the industry said that the Octagon Dragon just opened the 2012 Beijing home store further reshuffle The prelude.
The reporter has a rough calculation, including Colliers International Lighting Harbor, Shilihe Lighting City, Wanjia Lighting Decoration City, Bandung Huiyang Lighting Times Square, there are more than a dozen large and small lighting market, which is not considered to be mixed. Lighting showroom in the home and electrical market.
In a certain lighting city to buy lighting leaves told reporters that she wants to buy a chandelier for the newly renovated living room, can go to the lighting city to find a circle, the same style, the same size of chandeliers, different businesses have marked different the price of. The leaf full of doubts said: I can't believe it when I came to the market. I have a variety of prices for chandeliers. I really don't know the cost price of this chandelier? How big is the water in it? In fact, there are many consumers who question the price of lighting like Ye.
When the reporter visited the lighting city as a consumer, he found that a Chinese-style floor lamp was priced at 2,999 yuan in a store in the city of the lamp, asking if it could be discounted. The salesperson claimed that our products were all clearly marked. This is already a discounted price, and all of our lamps are genuine. When the reporter further consulted its materials and manufacturers, the sales staff seemed to feel that the reporter had a desire to buy, indicating that if you buy with sincerity, you can get a discount.
In response to the problems encountered by Ye and reporters, the reporter interviewed He Wei, general manager of Gaoli International Lighting Port. He said that for the price fog in the lighting market, consumers should prefer large-scale, brand-guaranteed hypermarket purchases. The professional lighting market, regardless of price, quality or service, and cost-effective, allows consumers to choose with confidence.
Professional lighting stores try the national brand chain in the home circle, there have already been chain stores like the Real Home and Red Star Macalline, the scale and number have spread all over the country. In the lighting market, the high-power international lighting port that opened the brand chain stores is still the first one, which means that the lighting store has taken the first step of national expansion.
He Wei told reporters that the positioning of the lighting market in Beijing has gradually become clear and personalized. For example, Colliers International Lighting Port is committed to the creation of high-end lighting market, and has now formed a unique style, which has become the primary factor for Beijing consumers to purchase brand lighting. Choose one of the stores.
He Wei also revealed that Gaoli International Lighting Port will open a branch in a city in Inner Mongolia in the second half of this year, with an area of ​​15,000 square meters. The scale of the second-tier cities is not small. The management will adopt the method of output management and the brand will settle in. It is also strictly controlled by Gaoli, because the guarantee of quality and service is the insistence of Gaoli International Lighting Port for 7 years. After the opening of the store, it will be the largest professional lighting store in the region.
To this end, the reporter interviewed Liu Chen, secretary-general of the Beijing Branch of the Beijing Market Association. He told reporters that the chain of lighting stores must have certain conditions. First, there must be added value of output. The brand has certain appeal to local consumers. Secondly, the store must have a certain degree of professionalism and strong influence; third, the brand in the store has certain defined standards and strict checks; fourth, there must be standardized management, requiring the management of the store to be high; fifth, the store The pre-sales and after-sales service must be rigid and able to serve the consumers. Sixth, the store must have a good marketing plan and can play a certain social effect. Seventh, the store and the factory together do the overall marketing, than the individual brand. With integration advantages. Therefore, it is said that Gaoli Lighting Port can open a chain to join the brand, which also shows that he has these factors.
LED into the consumer market potential of lighting, talking about lighting, many consumers will think of incandescent, fluorescent, energy-saving lamps, but may not be familiar with LED. In fact, LED is a semiconductor that converts electrical energy into light energy, featuring long life, high luminous efficiency, and low power consumption. From the point of view of energy saving, LED will bring considerable energy saving benefits after mass popularization. Therefore, this industry is considered to be a sunrise industry in the field of new energy. The market potential is huge, or it will become a new claim for lighting consumption.
He Wei told reporters that LED lighting is in its infancy in China, brand awareness is weak, product quality is uneven, and the market lacks standardization. From the perspective of consumer awareness, ordinary consumers know that LED is an energy-saving lighting. The product, but the concept is vague, the recognition is not enough, so far there has not been a professional concentrated LED display space in the country, thus forming a fault in the industry research and development and building a good consumer environment. Gao Li also saw this point. This year, 4 million yuan was invested in rebuilding the 59 jewelry stores on the ground floor into LED lighting display centers.
He Wei said that the display base is aimed at national lighting manufacturers and all walks of life to create an LED display center with energy-saving specificity. In the early stage, the company appointed the general agent to settle in, focusing on LED lighting, and committed to building the most professional and development-oriented LED energy-saving lighting display center.