In March this year, many lighting enterprises reflected the poor effect of the dealer conference, and the low season that only came in June. It is concluded that business may be cold in 2018 for six months. At present, the lighting enterprises are faced with three major challenges
In March this year, many lighting enterprises reflected the poor effect of the dealer conference, and the low season that only came in June. It is concluded that business may be cold in 2018 for six months. At present, lighting enterprises face three major challenges:
Facing three challenges, how should LED lighting and lighting enterprises respond?
First of all, the channel is divided.
In the past, the dealer channel accounted for 80%, the ancient town retail accounted for 10%, the designer engineering channel accounted for 10%. The vast majority of the enterprises depend on the effect of the lighting industry cluster in the ancient town, and purchase the survival and development through the distributors.
Nowadays, the channel is divided seriously: the ancient town retail accounts for 15%, the Internet accounts for 10%, the hardcover house channel accounts for 10%, the designer engineering channel accounts for 15%, the dealer channel has dropped to 50%, which means that the market share has been nibbled by 30% in the case of the number of dealers did not decrease.
It is expected that in 2020, retail in the ancient town will account for 20%, the hardcover room is 30% (the state policy is 40%), the designer engineering channel accounts for 20%, the Internet channel accounts for 10%, the dealer channel will be compressed to 20%, the market share cliffs decline will lead to a large number of dealers shut down, the national lamps and lanterns market or the severe challenge.
Second, “ factory purchase of ” intercepting consumers.
NVC, OPPLE lighting and other brands “ factory purchase of ” in the major cities in the country, attracting thousands of local families to purchase, the exhibition hall is crowded, the local lamps and lanterns market is very exciting, lighting monopoly store passenger flow sharply decrease.
Again, “ three no ” enterprise garbage lamp price no bottom line.
The old town station and the city of lights are flooded with poor quality lighting products. The price is low enough to make you doubt life. Take the crystal light as an example, before 2012, 8 chandeliers should be 3600 yuan, 2013 “ price war ” hit 1700 yuan, 2017 compared to 2013 artificial, raw material increased 50%, the price has dropped to 1000 yuan. The unlicensed and unlicensed factory has done 200 yuan.
The bottom line, the disciplined enterprise is hard to survive, even if it is difficult to speak, it is difficult to persuade dealers to purchase high quality products, and finally have to drive the customers to the garbage lamp factory to order, cash transactions, line up goods. Naked “ bad money drives out good money ”!
Facing “ three challenges ” how should we deal with it?
To explore and stick to the core competitiveness of your own. R & D, manufacturing, sales promotion, service brand … … to clear and focus on the best competitive advantage of enterprises to break the news!
We should strengthen brand building and create a full channel sales model. At present, the lighting industry is widely used in the distribution channel relying on dealers, the distributors' loyalty and the product push rate determine the product sales and market share of the lighting enterprises.
Distributor channels are either enterprises to do the whole channel, or the selection of quality dealers to upgrade and make them a regional full channel store.
Hardcover housing channels rise rapidly, but the way of payment is basically settled in half a year or a year, and it also discourages enterprises. We can integrate financial platform or joint brand enterprises to resolve financial pressure and jointly resist risks.
Designer channels can communicate and cooperate through world-renowned design week and furniture exhibition.
In the old town retail channel, under the condition that the brand awareness of the enterprise is not enough, the high quality shop of the mainstream store has become the key to decide the share of the retail channel.
The share of Internet channels is not large, and the cost is extremely high, which is helpful to brand promotion. The integration of online and offline industrial Internet platform is the future.
We should maintain a keen sense of the economic situation and industry situation and anticipate our ability. The biggest cost of an enterprise is the decision cost of the boss. The judgement of the business owner on the future trend determines the direction and ultimate fate of the enterprise.
We should be good at integrating the integration and development of industrial chain resources. The industry shuffle has come to the key node. The lighting industry needs to integrate all links of the industrial chain, optimize and compile the small and scattered lamps and lanterns market and dealers, and jointly build the industrial platform like the home and the red star. From selling materials, buying products to selling design, selling scenes and selling brands.