How deep is the development of the 2010 brand cyclone lighting industry?

Regardless of the industry, the development of the brand has an irreplaceable importance, so it must be highly valued.

Lighting brand caught in a development cycle

Lighting sales have not been a problem in the eyes of lighting companies. At present, the demand for China's lighting market is quite large. The output value exceeds 150 billion yuan, and the market capacity exceeds 40 billion yuan. It is increasing at a rate of more than 10% per year. In direct proportion to this, the number of lighting companies and lighting distributors has also multiplied every year. In Beijing, Shilihe Lighting City alone has thousands of lamps and lanterns. It has hundreds of merchants with annual sales exceeding several billion yuan. Surprisingly, compared with the furniture, floor, wooden doors and other fields of the home furnishing industry, the huge market space of the lamps and lanterns industry is difficult to form a huge brand effect. Only a handful of genuine brand names are available, and people do not buy lamps at all. Recognize the brand.

A survey of consumer purchasing habits shows that the order of reference chosen by consumers is style, quality, service, and brand. “No matter how we improve the environment of the store, or improve the quality of the branded lighting fixtures, when consumers actually choose lamps and lanterns, they only use the brand as the last reference factor.” Tian Min, deputy general manager of Shilihe Lighting City, said that the lighting industry This kind of status is due to the late start of the industry and the brand building needs a long-term process. On the other hand, due to the simple lighting production process and the large demand, manufacturers do not need to make efforts to build a brand, but also get a good market performance.

Which lighting company you walk into, you will find the lighting brand is very complex, claiming that he is a brand and not a real brand of lighting companies too much, but instead caused the industry "no brand" confusion. “Looking around in the lighting market, there are a lot of brands like Red Rain, Baroque, and Sanyuan, but I have never heard the names of these brands. I don’t believe that I am a brand. I’m not as good as I am. Where to see where and which to look to buy."

In the lighting exhibition hall of Yuquanying Building Materials Decoration City, Ms. Chen, who is currently selecting crystal lamps, believes that the current lighting industry is the most chaotic and “water” is the deepest. “Even if a large-brand lighting company is established, it will often lose a lot of customers because of the single product.” Tian Min said that there are a large variety of lamps and lanterns, and there are only a dozen kinds of lighting fixtures. Unlike furniture and cabinets, there are only three or four. Therefore, most enterprises can only specialize in one type of products because of their limited capabilities, while room decoration requires lamps of various types, such as chandeliers, lamps, fluorescent lamps, and lanterns, which are often not covered by a manufacturer. More importantly, the consumer's use of the lamp is still believed to be mainly focused on the decoration, and "illumination" is merely its original function.

Therefore, styling lamps are very popular, and the design of this styling for large brands may be a lot of manpower and material resources, can be easily copied, leading to large companies do not want to invest in large-scale in this regard. This forms a special circle: Products produced by famous brands such as NVC, Panasonic, and Loneng are very good in terms of quality, but they are stupid and clumsy in shape, and hard to attract the hearts of fashion consumers; even personal blog sales. The lamps produced by small factories without brands, without trademarks, or even without certificates are popular because of their unique shapes, fashionable styles, and low prices.

The brand still needs manufacturer assistance

Although many lighting companies are aware of the importance of the brand to the development of the company, they can deter from thinking about the three long-standing requirements of the "long brand building process," "not negligent services," and "continuous product innovation." How to make money quickly. For this reason, many lighting companies focus on production and expand their sales channels through distributors and agents. If you have the strength, you can go to a television station to advertise, and if you don't have strength, you let yourself go and take a step. “Building a brand is not only effective for several channels and distributors, but also depends on whether the manufacturers pay attention.”

Chang Yi, general secretary of the Beijing Lighting Association, said that if manufacturers are indifferent to the brand, dealers in the downstream will of course not worry about it. Many dealers in the lamps and lanterns industry lack loyalty to the manufacturers. If they sell well, they will continue to sell, and the sellers will not sell well. Calling “China's most competitive crystal lamp company”, the younger president of the lighting company, Tong Bueng once expressed his feelings that “loyal dealers are like their children and it is difficult to cultivate them.” The lighting is famous in the South, because there is no suitable agent in Beijing, and it is difficult to spread in the Beijing market so far, compared with the momentum in the south, is greatly inferior.

Many companies are unwilling to cooperate with distributors to carry out various marketing activities in the local area and have little support for terminals. “Chang Yi revealed that, like activities such as lighting brand selection, the association generally adopts the principle of voluntary participation. If the headquarters does not support, distributors cannot fully participate in the activities. Chang Yi believes that some lighting brands are very Support, willing to adopt various ways to promote the brand, but the promotion method is not scientific, the effect is not necessarily very good.NVC lighting in the CCTV fierce advertising also spent 10 million yuan to sponsor the movie "Confucius", set off in the industry "NVC whirlwind".

Another lighting company named "Sunshine" is extremely famous in the industry. Its energy-saving lamps are highly praised by the government and are advertised by CCTV. However, the people know that it is not much, because the steel is not used to its advantage." The effect of advertising when people go to work at 90 o'clock will have an effect ". "The lamps and lanterns industry has thousands of brands competing together is the norm, but in the future there will be changes, some big brands will eat small brands." Tian Min believes that with the lighting company's brand awareness gradually strengthened, the industry maturity is higher, Some small and medium-sized lighting companies will face mergers and reorganizations. After this phase-out, it is the real lighting brand that can survive to see the key to brand development.