When LED lighting into the store era?

When LED lighting into the store era? In general, when an industry enters a stage of rapid development, the circulation channels will inevitably follow. For example, the home building materials industry is booming and tends to be mature. Red Star Meikailong, Home Furnishings, B & Q, Jimei Home Furnishings, Yuexing Home Furnishing and other large chain stores, because of the birth of these professional supermarkets, in turn, promoted the home building materials industry to a higher stage of development, the same, the home appliance industry is the same, the United States and Suning, the two major circulation giants The production also benefited from the rapid development of the home appliance industry, while high-profile stores can also promote the upgrading of the industry and the market.

Specific to the LED industry, compared to many traditional industries, LED industry started relatively late, but the development speed can not be underestimated. According to statistics from the National Development and Reform Commission, China's LED lighting chips, packaging and application output ratio of 1:9:22, of which there are nearly 70 upstream companies, more than 1,000 packaging companies, more than 3,000 downstream applications, LED lighting applications downstream The industry has already gathered capital and it is hot. Faced with such a vigorous development trend, if channel construction fails to keep up with the rhythm of industrial expansion, it will inevitably affect the pace of development of the entire industry. In fact, the start of China's LED market is indeed lagging behind the development of the industry, the level of marketization has lagged far behind the international level, an industry source told reporters that he saw in the Japanese inspection of LED products in supermarkets, stores have been everywhere, However, most of China's LED products are still in the era of “road economy”, which is mixed in the traditional lighting market or in street shops.

Take ancient town lighting as an example. As we all know, Zhongshan Guzhen is a base for old lighting industry clusters and is known as the "City of China's Lighting Capital." According to incomplete statistics, there are more than 10,000 lighting lighting enterprises registered in Guzhen, and there are more than ten lighting street lamps in the town. "Not enough to describe the grand lights of the town. However, the surface of the scenery, the deep problems are also exposed, such a large number of enterprises, so dense industrial layout, the proportion of brand companies is less than 10%, in the hearts of end consumers influential public brands are even fewer. So, what is the reason behind the ancient town lighting production difficult "big"?

When the reporter visited, it was discovered that the first impression given by the Guzhen Lighting Market was that it was lively, busy and crowded with people. It was possible to see scenes of multiple merchants trading at a glance, because Lighting Street still followed the tactics of the era of “road economy”. - A space was rented by multiple plants. When customers entered, they were often surrounded by several sub-tenants. Occasionally, they could hear a few high-pitched squeals and cries, and the products in the shops were casually on the shelves. Even some of the products are directly piled on the ground. The varieties are mixed and the quality is uneven. The reporter felt that in such a noisy and crowded environment, customers simply couldn't easily pick the products they wanted, and co-tenancy companies faced one customer and several competitors at the same time, which directly aggravated the price-ratification behavior, which was not only detrimental to the benign nature of the market. The formation of a competitive atmosphere, the company's brand image is even gone.

Relative to the professional hypermarkets, the traditional extensive management under the “road economy” has inevitable limitations, including: product evaluation, brand assessment, brand qualification, professional shopping guide, professional marketing, exquisite display, and after-sales service. These factors are precisely an indispensable part of the brand image. Ancient town lighting has always followed the traditional “road economy era” approach and lacks specialized and modern management methods. Therefore, the lighting of ancient towns is “although It is not difficult to understand that this kind of situation that wins but is difficult to win.

Freshman Trends: Trends in the Hypermarket Age

Nowadays, no matter the needs of city construction or the demand of consumers for the shopping environment, the birth of high-standard shopping hypermarkets has been spawned. From the definition point of view, “lighting store” refers to a centralized sales place composed of a number of lighting storefronts with certain standards, and people in the industry are used to call it the “lamp market”, which is smaller than the traditional “big stall” market and street frontage. In terms of shops, the stores tend to be larger in scale, higher in grade, more beautiful in environment, more scientific in planning and more advanced in management.

“From 350,000 square meters to 3.5 to 500,000 square meters, the volume of professional lighting lighting stores is changing from quantitative to qualitative. The lighting lighting market will also gradually move from 'shanty towns' to 'high-rise buildings'.” Lin Huasheng, chairman of Century Lighting Co., Ltd., told reporters.

According to investigations, many cities are now planning or constructing new lighting market plans. The rise of these lighting stores indicates that the era of hypermarkets is approaching. According to incomplete statistics, there are currently more than 1,000 lighting stores in the country with an area of ​​more than 2,000 square meters, and there are nearly 100 lighting and marts selling over 5,000 square meters, and there are tens of thousands of square meters of individual shops such as Chongqing Light Mart and Zhengzhou Hualien. The hypermarkets, and others, are rapidly expanding with the brand chain, and these hypermarkets build brands and innovate marketing according to modern enterprise management models.

In addition, professional hypermarkets with LED themes have also emerged in recent years, such as Jiangmen Guangbohui, Star Alliance Lighting Plaza, China LED Kyushu City, and Guangzhou Guanggu. In addition, other large-scale chain stores have also attached great importance to the display of LED products in recent years, such as Chongqing Lampmart, Achao Lighting, Zhejiang Zunlian Chain, Hongli Lighting, Zhejiang Huace, etc., and they have all paid great attention to learning from foreign advanced experience in this area. And the model, from selling products to selling ideas, advocating shopping experience and enjoyment, is not simply selling products for selling products. For example, when Philips company participates in a lighting exhibition in China, it is not only a product but also an intelligent and artistic one. solution.

The bottleneck of the bottleneck: LED into the store era must break several major bottlenecks

LED industry as an emerging industry, combined with strong industry characteristics, there is no effective experience in the channel construction, especially the store investment, so there are still some difficulties and obstacles.

The first is cognitive bottlenecks. So far, LED products mainly rely on engineering channels to circulate in China's market, and the mass channels that directly target end consumers have not really opened up. This is closely related to the popularity and awareness of LED lighting, because most LED lighting products are mainly used. In the project, the indoor home lighting market has yet to be further started. According to Geng Rongfu, general manager of QINGShang Photovoltaic Marketing Department: “Either as a production supply field or as a consumer field, everyone’s understanding of LED lighting needs to be improved, especially in the mass consumption field, and more and better , more systematic concept guidance, will nurture the potential consumer market.” Because many consumers do not know enough about LED products, resulting in low awareness of the entire industry, which directly affects the confidence of many dealers, and then In addition, LED products in domestic stores have not been fully recognized and accepted. Therefore, the display function of LED store showrooms is now larger than the channel construction function.

Product bottlenecks. On the one hand, from the perspective of product categories, the types of LED lighting products at this stage are relatively small, and the market segmentation and market positioning are not yet very scientific and have not formed a system. The current product system is not enough to prop up the entire store, and the end consumers cannot Make your choice. On the other hand, in terms of product cost performance, LED lighting is still difficult to get rid of high-priced "caps." TCL executive deputy Li Chun-an told reporters: "The price of LED lighting products is generally high, making consumers discourage, in this way, our cooperation Customers, such as distributors and agents, are also relatively cautious when purchasing LED luminaires. Some of them only display it as ancillary products in store inconspicuous places.” In addition, due to the lack of LED luminaire standards, leading to the market The quality of the circulating LED products is uneven, and false energy-saving and inferior LED lamps have caused negative impressions and losses to consumers, which has hindered the development of the terminal market to a large extent.

Talent bottleneck. As mentioned above, the LED industry as an emerging industry coupled with high industry characteristics, there is no precedent for success in the entire channel system construction, everything is still moving forward, and in this process can not be separated. The support of professionals, but currently LED professionals are seriously inadequate, whether professional sales personnel or maintenance personnel are very lacking, a complete set of smooth service system has not yet formed, therefore, to establish a smooth production to sales service lines There are some difficulties. “It is in view of this lack of professionals with extensive experience in channel planning, construction and management, and taking into account various uncertainties in regional operations, leading many dealers to delay the deployment of investment, which is to a certain extent. Affected the development process of LED channel construction." TCL Deputy Li Chunan told reporters.

In summary, although LED lighting has entered the store era, many obstacles need to be cleared, but according to the current development trend, as long as manufacturers work together to tide over the difficulties, LED products will surely enter the store in the near future, and then into millions of households. , Light up the homes of ordinary people and end this "darkness before dawn."

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