Lighting market big store dealers hot top ten trends as a reference



In 2009, with the deepening of the channels of the major brands in the lighting industry and the extensive expansion of third- and fourth-level outlets, the competition among enterprises for high-quality businesses has reached a fever. In the process of attracting investment from the whole country, the old brand wins the ball and has already begun to exempt the franchise fee and give the cooperation merchant the biggest preferential policy. The rookie brand flies to the sky and also recruits high-quality merchants on a large scale to fully open the market outlet construction.
Today's big store dealers are getting hotter and hotter. However, the development of large stores is still uneven, and further standardization and improvement are needed. In visiting local manufacturers, the author summed up the top ten trends in the development of big stores, hoping to provide reference for big store operators.
From the single-store business model to the chain business model The early stage of the chain store operation is only a regional phenomenon, and now it has been widely developed. Chongqing Lamps Lighting and Anhui Acha Lighting are typical representatives of chain operations. At present, their development can be described as a wind and water. This kind of "combined vertical and horizontal" business ideas have become a long-term solution for the development of large stores.
There are many reasons for the emergence of regional chains. First of all, fierce competition has led many merchants to hope to attract consumers to the greatest extent and occupy more markets. Therefore, it is trying to replicate the successful mode of chain operation in all regions of the country. Secondly, the terminal chain is strong. Once a leading force is formed in the local area, consumers will rely on it. It affects not only one or two manufacturers or brands, but a group of small and medium-sized lighting companies, and may even change the whole. Industry pattern.
At present, the chain operation of the lighting industry has blossomed everywhere in major cities across the country. Local merchants will continue to carry out “combining vertical and horizontal” and dividing the market, and the chain is expected to develop faster and better in the future.
From product management to capital management, if you want to win the market, you must expand your market share and integrate local resources. Once they have reached a certain level of integration resources, they will consider the transition from product management to capital management.
At present, although there are not many examples of capital management by merchants, since 2009, many large merchants have started to invest in factories and implement integrated operation of factories and sales. At the end of 2009, Zhejiang Huace used its own resources and channel advantages in Zhejiang Province to cooperate with Shengqi Group and prepare to establish a large-scale store in Shanghai. Their cooperation model of co-financing, co-management and joint operation has opened up a new way of thinking for the development of merchants.
Obviously, big stores have strong business strength and accumulated a lot of wealth. When they can rationally use their own resources and capital advantages, they will naturally consider capital management.



From product trading platform to home situational experience platform transformation With the acceleration of urbanization process, the life of urban white-collar workers is increasingly pursuing high quality and high taste. As a result, simple trading platforms are no longer able to meet consumer demand, and home-based experience-based platforms will become increasingly popular.
Nowadays, the lighting experience that guides consumers with fashion, highlights individuality, environmental protection, and healthy lighting, as well as the lighting experience of changing the lighting environment with functionalization and specialization has been paid more and more attention. At various lighting exhibitions, we have continuously seen a new lighting experience museum with intelligent control.
With the changes in the designer and consumer decoration concepts, fashion, environmental protection, and intelligent lighting products are becoming more and more popular. When lighting products are displayed, they need to better match their home scenes to show their style. As a result, the experiential store will become the mainstream of big store development. Consumers will increasingly recognize the situational experience showroom.
The intensification of competition from the sales-oriented to the service-oriented industry has made the concept of terminal success popular among the people. Big store merchants have intensified their terminals, constantly innovating and reforming their services. The business idea of ​​focusing on marketing began to transform into enhanced services.
Big store businesses want to have a strong voice in the local area. With their development and growth, the two business models have gradually surfaced: one is a refined and specialized model, and the other is a large and comprehensive development model.
Doing fine, doing specialization, and doing it will become a direction for the development of large-scale stores. They will bring a subdivision of professional division of labor, focus on one area, have high-quality products, serve a stable consumer group, and make themselves longer-term. development of. In the process of serving consumer groups, it is no longer limited to simple after-sales service, but focuses on the professional services of pre-sale, sale and after-sales integration; it puts forward higher requirements for product design, use guidance, after-sales and other services. And these are also the "killing skills" that big store merchants should have.



From the single lighting product agent type to the pan-home industry grafting transformation, the current pan-home industry and lighting (lighting) industry are facing the problem of increasing product function, price and quality. Furniture companies have begun to integrate resources with lighting companies, which is undoubtedly Will enhance the weight of the lighting store business market competition.
Shandong Liangmeijia is a successful example of integrating lighting stores with the pan-home industry. In their store, they operate a variety of household items such as lighting, fabrics, furniture, and accessories, and complete the grafting with the pan-home industry. At present, many lighting stores have combined lighting (lighting) products with furniture and accessories to achieve the effect of supporting integration. In 2009, NVC Lighting and the five brands of the pan-home industry held a "brand alliance", which is also a confirmation of the industry graft.
From the perspective of pan-home, lighting and furniture, fabrics, accessories and other industries are closely related. With the improvement of people's economic living standards and the change of life concept, the light effect and decoration of lighting have been paid more and more attention. The decoration and effect of the lighting, only in the match with the pan-home products can be fully reflected. This undoubtedly requires lighting manufacturers to graft into the pan-home sector.
The transformation of the brand from the product brand to the merchant's brand has not only become the development direction of the big store business, but also the common goal of all the businesses in the lighting industry. For merchants, the maturity of self-business brand is a clear sign of the establishment of its market position.
A few years ago, merchants recognized the long-term development must take the product branding route. Many large-scale stores have chosen to operate well-known brands. Nowadays, merchants are aware that in addition to the brand awareness of the agency, the creation of their own brand is also crucial.
This is especially true for large store businesses. To stand out among many powerful businesses, we must rely on our own integrity and reputation, the accumulated resource advantages and long-term partnership to achieve the influence of the brand. Once the influence of the brand name is formed, it will bring great thrust to the operation of the big store.



Consumers shift from perceptual consumption to rational consumption. The current lighting (lighting) market is still in an oversupply stage. In a wide variety of commodities, consumers will be more rational in their selection of products. The level is also getting higher and higher.
When consumers choose products, they have begun to transition from the blind consumption stage of meeting the simple lighting demand in the past to the high standard rational consumption stage of seeking consumer enjoyment. When they buy products, they need more guidance from the merchants, more consumer services, and will “shop around” according to their own consumption needs. For products that are not suitable for their own consumption, consumers will more rationally curb consumer desires; and for products with consumer desires, they all want products to be worthwhile. These put forward higher requirements for big store businesses.
The price of products will be transformed from profiteering to parity. In the past year, there has been a clear “differentiation” in the lighting business market. There are new businesses emerging, and old businesses are closing down. As competition intensifies, the price of lighting products is constantly regulated and open. The era of profiteering in the past is gone.
The intensification of merchant competition has shortened the process of transforming the era of profiteering in the lighting industry into the era of parity. But undoubtedly, with the rapid development of the market and the acceleration of the informationization process, the previous era of profiteering is bound to not last long. Only quality service and cost-effective product management are the way to sustainable development.



Designers will be tempted by the rebate system to purchase service fees. The competition for designers' invisible channels has become increasingly hot, and the collection of rebates by designers has become a "secret" in the industry. In the future, the charging method of the designer shopping guide service system will be more favored.
As the designer's invisible resources are more and more recognized in the lighting market, the merchant's rebate system will gradually change from black-box operation to reasonable charging. Designers will receive reasonable returns when they provide shopping guide services for large stores. And this form of return will become increasingly clear and standardized.
The project bidding party will be transformed from the black-box operation to the entrusted third-party bidding. With the increase of the national anti-corruption and the increasing transparency of market information, the major stores will become one of the main targets of the project bidder. Major stores and designers will turn from secret trading to open cooperation.
For large stores, engineering projects are a big cake in the local market, especially with the gradual advancement of urban lighting projects, the second and third-tier markets will usher in huge market opportunities. As the most qualified trading platform, Dadian will surely cooperate with designers, engineering companies and even government agencies to the greatest extent possible, and its cooperation will also be changed from the black-box operation in the past to open and transparent.

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