The overall channel lighting will become increasingly concentrated in the future

After the overall home lighting has been rigged up in the first-tier cities, everyone has invariably moved to second- and third-tier cities, and even started to attack the county market. The victory and defeat of the channel warfare is the key, but how can we seize more cities in the channel warfare? How can we keep the hard-won victory fruit? This will undoubtedly become a topic of common concern for many home lighting companies.

Future competition focuses on product innovation and service details

At present, the overall home lighting industry does not have too many innovations in the marketing model. It mainly takes the traditional franchisees and franchise stores, and the future channel changes will not change very deeply. The competition among enterprises is mainly reflected in the competition. In terms of product innovation and service details, the support of high-quality terminal franchisees and the improvement of overall profit level have become the key points of competition. In terms of consumption targets, although 20% of high-end consumers at the tip of the pyramid have strong purchasing power, 70-80% of mass consumers have a large number, and the resulting market demand is also very large. Therefore, Akita Lighting will continue to lock in this segment of customers and provide high-quality products and professional services to consumers in the tertiary (county-to-country) market. It will break the existing home lighting product line and re-integrate the lighting industry's products and peripheral products. And, with the rise of green lighting, LED decorative light sources will be popular, and even the application of the main light source will not be too long.

Home lighting focused on brand channels

The current overall home furnishing industry imitates each other on the product line. The styles are basically similar. The marketing practices are basically the same. The home lighting companies go on and on. The number has increased, and even some second and third line brand companies have used it for short term. Some policies to Huyou dealers and distributors found that after the cooperation, they failed to honor their commitments in terms of product quality and follow-up support, leading distributors to be apprehensive to “brands”. Personally think that the industry reshuffle has begun, the market share of home lighting is gradually concentrated to the brand channel companies, but the establishment of the brand requires long-term accumulation and precipitation, so only the company with strong capital and large-scale production, research and development ability can survive In the end. In marketing, it is necessary to formulate different sales strategies according to different market conditions. The marketing team is in place to really drive the terminal sales, allowing dealers to easily make money, keep making money, and make money. The manufacturers have the strength to survive. On a good sales strategy, dealers can really benefit, see the future, home lighting brands can be healthy development.

In the past few years, celebrity endorsements were popular, and this year's biggest industry highlight can be said that the lighting companies' strong landing on CCTV and the move to mass brands are obvious, such as Hongguang Lighting and Foton Electric. At present, there are many enterprises that chant the slogan of “Overall Home Lighting”, but there are not many enterprises that have the core product strength and cost-effective manufacturing advantages. In addition, Philips and Op Lighting have opened a big gap between first-tier brands and second-tier brands. The second-line brands will be able to achieve a one-hundred-and-a-half million yuan, and they will find it difficult to break through.

I think that the overall home lighting brand must stand out on the second-line battlefield and must have three major competencies:

First, lay a solid foundation and lay a solid foundation. This requires the leader of the company to be stable, and avoid rapid progress. From the high ground to the flat roof, the foundation is strong and most important.

Second, to meet market demand and build core products. Whether a company has competitiveness or not depends to a large extent on whether the company has its own core product.

Third, optimize channel construction and enhance business capabilities. Enterprises do brand, you are perseverance, there must be sustained investment, but also in the brand promotion, material support, service guidance, etc. to dealers to provide comprehensive, sustained and effective support.