——Investigation of Xi'an Lighting Brand Store In the past two years, with the slogans of “flat marketing channelsâ€, the brand terminal image construction has become a necessary strategy for enterprises to fight the mainland market. As a result, all kinds of brand stores have sprung up, and they have appeared in Xi'an. According to statistics, at present, in Xi'an, the number of brands displaying products in the monopoly mode has reached about 100, mainly based on commercial lighting and home lighting products. Then, what is the status of the brand store that is the brightest landscape in the market? Are the iconic features such as “brand monopoly†and “clear price†in the store actually implemented to all consumers? Recently, the reporter conducted an in-depth investigation of the lighting and lighting brand stores in the ancient city area. "Specialty style" swept the ancient city according to the local merchants who have been engaged in the distribution of lamps for many years. Around 2002, Xi'an gave birth to the first brand store in Shaanxi, the true brand store - Westphal. For various reasons, the brand quietly faded out of Xi'an at the beginning of last year. However, the Westphalia store still obtained a high market evaluation in the local area. After all, it created a new history of the Shaanxi lighting market. Under the influence of the next year, the well-known brands represented by NVC and Opp began to seize the ancient city market. They took the painstaking efforts to operate the specialty store as the core. After more than three years of market operation, NVC and Opal stores have become local. A model for a market brand store. At the end of the year, modern lantern products began to be popular in the ancient city market. Most of the dealers who mainly deal with medium and high-end lanterns were branded according to the requirements of the manufacturers. Puglia, Avon Kale, Qilang, Xinteli, and each other. Most of the brand dealers have achieved rapid development in this environment. In 2005, mid-to-high-end home lighting products, medium and high-end commercial lighting brand stores all landed in Xi'an, and the brand monopoly wind swept the entire Sanqin land. Up to now, there are nearly 100 lighting brand stores in Xi'an. The specialty store does not "specialize" Although the Xi'an lighting market continues to appear in the new face of the store, but mentioning the brand monopoly, many people have expressed the same embarrassment - "the store can not fully achieve the monopoly." According to the investigation by the reporter, in addition to NVC, Opp, Sanxiong, Aurora, etc., the industry's biggest names in the Xi'an market are able to implement 100% monopoly in strict accordance with the manufacturer's requirements. Most brand stores are actually in progress. "Semi-monopoly" or selling other brands in the name of a specialty store. Mr. Chen, a brilliance lighting city, has a number of crystal lamps. At present, less than 30% of the products displayed in his specialty stores are monopoly products, and the rest of the products are “selling†through the relationship of Guangdong production enterprises. In this regard, Mr. Chen said helplessly, first of all, because the brand of operation belongs to the middle and high-end, if the 100 square meters shop wants to fully realize the brand monopoly, it will cost nearly one million yuan, which will undoubtedly increase the market risk; secondly, the brand product The line has not been perfect. The products that are suitable for the local market can not meet the needs of the store. Once again, the product homogenization phenomenon is very serious. The low-end products still sell well, so we choose some low-end brands that are closer to the brand. It is a good strategy to achieve complementary sales. Fourth, every year, the tasks specified by the manufacturer can be successfully completed. Therefore, the specific operation requirements of the manufacturer for his specialty store are not strict. As the so-called Shan Gao emperor is far away, after the manufacturers get the market benefits they deserve, they can only compromise on the “part-time†behavior of the merchants. “Bright price†is difficult to follow. As in other places, various brands in the Shaanxi lighting market are promoted through three mainstream channels: retail, engineering and wholesale. As we all know, due to different operating methods, these three channels naturally have significant differences in product sales prices. For example, different quotations are given for the size of the order quantity. The same product is often quoted in the engineering market and the wholesale market at a lower price than the retail market. The current price is a symbolic feature of the brand store, but the lamp monopoly. The difference in the store, the reporter is confused, at present, all local lighting stores in Shaanxi can not "mark the price" to the end. Mr. Zheng is engaged in the sales of high-end low-voltage lamps for many years. At present, the monopoly products displayed in his store account for about 90% of the entire store. The price tag of all products in the store has been strictly examined by relevant departments before being displayed to consumers. However, all this Behind the seemingly formal monopoly price tag has a puzzling secret. Mr. Zheng said, "If you want to not be eliminated by the market, nowadays, it depends on the identity of the other party and the ability to bargain. In general, the discount point for our general customers is about 10%, but for different customers. The price difference is different, this discount can't be fixed. At the lowest time, we give a discount of 30% for customers with superior bargaining power.†Zheng said that this situation is actually not only in Xi'an, according to its market in the country. According to the inspection situation, at present, most of the domestic lighting brand stores cannot fully carry out the price tagging in the end. The reason is that the homogenization of products is serious. In Xi'an, the mantra that often hangs on the mouth of the seller is “business is getting harder and harder to doâ€. In fact, the key factor that led to this situation is a series of negative market reactions caused by the serious homogenization of products.
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