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Affected by the market environment, the southwestern lighting market is in a depression. To this end, businesses are actively innovating their own business models, but most have little effect. At the same time, the southwest lighting market is shuffling and resources are being further integrated.
The Sichuan brand continued to stage a breakthrough in the Sichuan market. In the first half of 2014, the market was sluggish, and the differentiation of business strategies between merchants led to market polarization. Radical parties are optimistic about the market prospects, not afraid of hardships and risks, and strive to achieve better market performance through heroic advancement; conservatives focus on improving their own level and do their best for the market. Different ideas and strategies present a different kind of market competition.
Shortly after the opening of the year, Yiguang, Mulinsen, Chenghong, Op, Ouhe, Huayi, etc., who were in the channel, held dealer meetings in Sichuan to accumulate strength and reach consensus with the merchants to lay the foundation for further development.
Wang Liping, general manager of Hongyan Sichuan Operation Center, believes that some brands in the terminal market are actively seeking partners to take the initiative to launch products suitable for the market to enter the market, which can achieve twice the result with half the effort.
Yang Lianbo, general manager of Ou Pu Commercial Lighting Sichuan Operation Center, said: If you can get partners from outside the industry to join, you can better expand the market, and the outsiders should be more objective, which helps the brand's strength and growing up.
The maturity of LED technology has brought the technological research and development of lantern lighting products into a new era. At present, most of the market's lanterns use LED as an auxiliary light source, incorporating more design styles into the product styles, and successively launched a series of simple fashion products such as low-voltage crystal lamp series and LED flat panel, which have also been favored by some young consumers.
In the field of LED lighting, many brands continue to break through. As consumers become more aware of LED products, customers have higher demand for brands. Therefore, in the first half of this year, many brands have introduced new image to the terminal and designed a brand new store image. The design of more humanized showcases, exhibition boards, etc., can make businesses and end users feel the determination of the company to establish a brand.
During the visit, many merchants realized that opportunities and crises coexisted. Their market development changed the form of extensive human resource allocation in the past, and more serious research and analysis of the market, targeted delivery, and gradually Learned to find a balance point and entry point in meeting the needs of end-user consumption and seeking long-term development of enterprises, and improved the ability to control the market.
Chongqing's merchants are willing to grow up with the new LED brand. The recent temperature in Chongqing is rising sharply, but its lighting market is showing a sluggish and deserted trend.
There are 9 lighting markets in Chongqing, among which Caiyuanba Lighting Wholesale City, Qixiang Lighting City and Dongda Lighting Plaza are more professional, and most of these markets are mainly wholesale. The main brands are Philips, NVC, Op, Mulinsen, and billion. Light, three males. Aurora, Langshi, etc.
At this stage, many businesses show a self-deprecating attitude towards the current market situation. Some merchants told reporters that in the first half of the year, the market was very deserted, and sometimes the stores did not open for more than half a month, and the business was not as good as in previous years. The reason is that most merchants believe that the current market competition is fierce, and the brand products they represent are not competitive. Some home improvement and retail-oriented businesses have expressed concerns about the future. They said that the rise of e-commerce has given consumers more autonomy, which has brought a lot of pressure on the business.
Some merchants plan to expand the proportion of LED lighting products, and prepare to turn around in the LED lighting sales. There are also businesses that are not optimistic about LED products. They explained that although LED technology is becoming more and more perfect, at present, LED products are costly, and it is difficult to sell the products to the county-level market. They are more optimistic about traditional lighting brands such as Foshan Lighting, Osram and so on. Brands such as Mulinsen, Langshi, Yiguang and Guoxing Optoelectronics are also popular among merchants. Some merchants even admit that they are willing to grow together with them.
The core issue of the team building in Yunnan Province in 2014 is an important turning point in the LED lighting industry. LED lighting brands have come into battle. For lighting distributors, choosing a good brand product has become the primary factor for development. After selecting products, it is also a top priority to seize market resources and brand cultivation. In Kunming, at the beginning of the year, there was a peak of dealers grabbing the market. Major LED lighting brands held dealer meetings in March and April, such as Mulinsen, Yiguang, Jiamei, Sunshine, etc., in addition to opening up new channels. Increasing sales and stabilizing old customers are also the focus of competition among major brands. The biggest difference between this year's dealer conference and previous years is that the promotion is increasing and the on-site credit card atmosphere is rising.
From March to May, the sales of Yunnan lighting market had a golden period. The market was hot and caught up with the peak season. After May, sales fell sharply and the market was almost in a slump. In June, most of the merchants turned their attention to the market and focused on products. Looking for products is still a hot spot in the industry.
Traditional lighting brands have precipitated the Kunming lighting market for many years, and Jiamei Lighting has been eye-catching. Previously, Jiamei Lighting's performance in the Yunnan lighting market has been flat. After a round of dealer replacement, since 2014, it has been leaping forward. At the dealer meeting in April, whether it was more than 100 dealers attending the conference, or the on-site order amount of 3 million yuan, it caused the industry. attention.
New LED lighting brands such as Yiguang LED Lighting, after the explosive development of last year, its strength has slowed down in 2014, and the market attention has declined. According to its agents, Yiguang is moving from channel to terminal development.
In the Yunnan lighting market, Mulinsen Lighting is the first brand of LED lighting sales. After the market precipitation in 2013, Mulinsen Lighting ushered in explosive development in 2014. At the dealer meeting in April, Mulinsen’s on-site ordering credit card amounted to more than 3.8 million yuan, which refreshed the record of the Yunnan lighting industry.
Since entering 2014, e-commerce has become more and more obvious to the lighting industry, especially in the field of lanterns. Kunming is one of the cities with the largest number of lanterns in the country. In the first half of 2014, with the increase in operating costs and the impact of e-commerce, the sales volume of large-scale lanterns in Kunming dropped sharply, and the retail market for lanterns became very difficult. Traditional retail retail stores have turned to engineering lighting and commercial lighting.
The lighting industry faces multiple challenges. Traditional dealers are becoming more and more difficult to operate in the new industry situation. In the past, traditional wholesale sales, self-employment and husband-and-wife business models are difficult to survive in the current industry environment, especially in the LED era, the lighting industry is facing a new Shuffle, new blood rushes in, and the new model replaces the original model. In such an industry environment, dealers began to keep pace with the times and accept new ideas to embark on the road to innovation. In 2014, the Yunnan lighting industry made breakthroughs based on past model innovations, and team building became a new thinking in the lighting industry.
With the development of brand ideas, dealers are increasingly standardizing sales team building. There are not many dealers who have successfully built professional teams for two reasons. First, there is a serious shortage of sales talents in Yunnan. Second, the dealer team structure is simple. These objective factors have made it difficult for professional sales teams to build.
At the beginning of 2014, some dealers began to try to operate the market in the form of separate management of office, store and warehouse, but it is still in the trial stage. How to retain talents is a common problem in various industries, and it was once a hot issue in the lighting industry in Yunnan. The industry needs reform, the dealers' mentality needs to change, and the corporate structure such as diversification and shareholding system is forming in the lighting industry, and there are gradually successful cases. The future of the lighting industry will also have a well-structured corporate team.
The lack of strength dealers in the Guizhou market led the first half of 2014. The performance of the entire Guizhou lighting market was relatively calm, but the merchants said that they were at a loss as to the influx of brands and products. After the selection of the brand, a series of post-operation problems became Their biggest confusion.
Continuing the influence of the lighting market last year, at present, the number of new businesses entering the lighting industry, especially the wholesale of low-end LED products, has increased dramatically, and profits have been obtained from them. As a result, some small merchants have followed suit to wholesale markets, breaking the original wholesale. The pattern of the industry has caused the impact of wholesale-oriented businesses.
The emergence of too many wholesalers, the product price is more transparent, the profit margin of the business is greatly reduced. In addition, the businesses that swarmed away in the engineering project field last year were affected by the national policy and the market environment, and the business has shrunk.
On the other hand, Midea and Langshi once again changed hands, suggesting that traditional brands began to take medicine on the Guizhou market, and that Mulinsen has already opened the market with great fanfare. Then there may be some confrontation.
At the same time, the entry of the new LED brand represented by Occi is also quite a bit of a stir to shake the market. The lighting business is still solid, except for the low-pressure crystal lamp market, only a few sporadic businesses began to seek cooperation with other home building materials industry to carry out alliance activities, the effect is general.
The backward economy has made Guizhou a weak region. Now more active brands are needed to drive the market, and a big business is needed to drive the market.