After more than 30 years of development, China's lighting industry has become a growth point of national economic development. Especially under the influence of the 2008 financial crisis, the lighting industry has become one of the few growth industries. In the lighting industry, it is especially in the field of home lighting. prominent.
It is precisely because home lighting contains huge business opportunities. TCL, Xoceco and other home appliance giants have invested or are investing in home lighting. However, today, the lightning of German blood has quietly entered the domestic market, to understand the lighting of Ray. Why choose home lighting, we have to conduct in-depth discussion from the home lighting industry.
Dou Linping (left), deputy secretary general of China Lighting Association, is investigating the lighting of Lei
There is a lot of friction between manufacturers
Looking at the relationship between manufacturers now, it is worthy of our gratification that most of the relationship has changed from a simple trading relationship to a strategic partner. How to make distributors and manufacturers become a community of interests is a must for enterprises. The reason why foreign companies have strong vitality is related to their ideas. The role of a company in guiding consumption in the market is the most important, and it is also the key to establishing a position in the market.
The purpose of a dry enterprise is to make money. Whether it is a manufacturer or a distributor, in the final analysis, it is to make money. As a dealer, not only to make money today, but more importantly, to make money tomorrow, if the manufacturing company can not create for the dealer. The reason for continuing to make money, the dealer's loyalty to you will be reduced, resulting in constant friction between manufacturers. How to balance the interests of the two has become a top priority for enterprises.
The point of entry deviates from the direction leading to a crash
Nowadays, many companies have cut into the field of home lighting. Whether it is Zhang San or Li Si, they have proposed to do home lighting, to do crystal lamps, to do European lamps, to do LED, and to be an electrician to cut into home lighting. Of course, there is a lot of positioning here, such as personalized home lighting, artist lighting, harmonious home lighting and so on. This also shows that the company is choosing a suitable entry point to operate.
To do home lighting should start from three aspects, to guide consumers with fashion, highlight personality, environmental protection, health; highlight popular colors, lead the trend with functionalization, specialization, change the lighting environment, you can refine the home to the rooms, corridors , restaurants, balconies, etc.; with intelligent control to continuously meet customer needs, intelligent control will gradually become a new trend, which will gradually become a market focus. There is still a lot of room for development in home lighting. At present, with the acceleration of urbanization, the life of urban white-collar workers pursues high quality, tastes and fashion. Home lighting is a market space where opportunities and challenges coexist. Whoever grasps the trend will have an advantage in the future market and win a lot of room for development.
Sales patterns are unsuccessful
The lighting industry may have entered the marketing era, can marketing become a real "profit"? Especially in the field of home lighting, the production and sales separation mode is more prominent.
Considering the factors influencing the purchasing power of consumers in the market, if manufacturers want to profit from the market, they must make the market share as large as possible. It is necessary to integrate local market resources and expand the market. From the perspective of market channels, a large number of companies have started the marketing model of separation of production and sales. At the beginning, there were Shanghai Luyuan, and later saw Foshan Lighting and Shenzhen Industrial Power. The biggest feature of this model is marketing company and production company. They all operate independently, with different content in charge and a clearer division of labor. The regional market establishes its own sales base, and the company gives local market support and recruits locally. All treatments are carried out in full accordance with local salary standards. From the market feedback last year, the results are still satisfactory. This is just a model that some powerful enterprises can fully penetrate. To popularize the whole home lighting field, it is necessary to form a system to play a greater role.
Merchants are still confusing companies
Home lighting has won the favor of many companies with its strong growth trend. The investment advertisements are overwhelming and the results are not satisfactory. When the author chatted with a corporate planning director who was a crystal lamp, he told the author that he had invested millions in the past few days. Until now, the boss is still ignorant. How to spend the money, there is no specific plan, it is shameful.
Many companies have advertised the trump card, and they are the Mercedes-Benz and the BMW. This also really makes a lot of people move their hearts, and they are rushing to do it. The company is of course happy, but the one who comes is not one. In fact, we do not advocate this kind of means. If we work together in a healthy and positive way, this is a long-term solution.
This industry is very hot and colorful. Huatai Lighting opened the dealer conference into the Great Hall of the People, creating the best specifications for the industry conference; Haohao held a thousand-person dealer conference in the ancient town of Dengdu, which is still fresh in memory; Disney Fairy Lighting introduced the dealer conference to the green jungle The boring atmosphere of the past conferences was changed; the Australian logistics conference set the national logistics conference in Xiling Snow Mountain, Sichuan, to let the beautiful landscape cultivate the temperament; these all let the enterprises and merchants hold the dealer conferences of different scales, specifications, forms and regions. Establish a good relationship of mutual trust.
Conference marketing flooding dealers began to numb
"What gifts do you have at the conference? If so, I will go to participate." This is what some dealers said when they visited the Beijing lighting market. The simple words reflected that the current dealers have complex mentality for corporate meetings. “Gifts†became the only reason to attract them to a meeting.
With the sinking of channels, the competition between enterprises for competing for high-quality businesses has become fierce. How to maintain the cooperative relationship between manufacturers and let the merchants have a strong sense of belonging to enterprises will become an important issue for the finished products. At the same time, the second-line brand will gradually expand the network as it develops, and the medium-sized and different forms of dealer conferences will be more and more. The Dealer Conference will continue to play an important role as a bridge between companies and businesses.
Segmentation of the market to reshuffle the home lighting industry
As manufacturers compete for channel competition, the relationship between merchants is becoming more and more complicated. There are first-tier merchants who compete for the following prefecture-level markets beyond the secondary merchants, and there are also local merchants who have contacted the first-level merchants and manufacturers. The competition for channels between merchants is becoming more and more serious, and the industry is shuffling soon.
The competition in the home lighting industry has made the concept of terminal success gradually deep into the hearts of the people, and merchants have also strengthened the terminal, hoping to have the right to speak. The two business models between merchants have gradually surfaced: first, a refined and specialized model, and second, a comprehensive and comprehensive development model. With the development of the industry, the classification has become more and more specialized, and it has become a direction for many merchants to develop, do professional, and penetrate. This trend will be further strengthened. The rise of large businesses and the division of professional division of labor will lead to a large number of powerful businesses with qualifications, funds and resources. They have the ability to integrate resources, focus on one area, have quality products, serve a stable consumer group, and naturally make themselves well developed. Brand stores will also be greatly developed. Fine and specialized is a direction of business development, and the mode of large and comprehensive development is another development direction of the business. The accelerated pace of life has led to limited leisure time, and convenient and fast shopping methods are becoming more and more popular. The large and complete model of big stores and terminal hypermarkets naturally came into being.
Celebrity endorsement is popular but not the only means
The lighting industry has developed to a certain stage. In order to rapidly enhance the brand's popularity and expand its influence, celebrity endorsements have become a convenient way. Star endorsement is one of the means to enhance brand image, but it is not the only means.
In addition to Fan Bingbing's endorsement of the lighting industry, Yan Ying endorsements Minnie Lighting, Sun Wei endorsement Liang Di, Huang Qiange endorsements Iris, Cun Cunxin endorsement sunshine, Zeng Zhiwei endorsement Qiao Sen, Fu Yiwei endorsement beauty butterfly ??? There are also sports stars such as chess special international master Lu Qin and Xu Yinchuan endorsement Song industry, tennis champion Zheng Jie, Yan Zi endorsement SOK and so on. An influential, temperament image and product image of the spokesperson, quickly open up a communication channel between brands and consumers, brands and customers to achieve the expected market goals of home lighting.
Is the overall home an inevitable trend of lighting?
"What companies can do and can't do has a certain regularity. Anyone can only do what they are best at. The company should form a fist in response to the product. It is enough to do what you are best at." The manager told the author that the lighting industry has a low threshold and low technical content, especially in the field of home lighting. Today, a new model is developed, even if it is a small improvement on the basis of the original product, it will be in three days. Finding similar products on the market is not a blind eye, and it is almost a twin brother.
In the field of home lighting, there has been a fierce competition. If companies want to achieve long-term development, they must take the road of differentiation. From 2008 to 2009, Minnie Lighting won the industry with its “product differentiation†marketing method and became a dark horse in the field of home lighting, which was called “Mini phenomenon†by the industry. In 2009, Lei's lighting entered the domestic market, causing the industry to be amazed. Who is Ray's lighting? What should Ray's lighting do? A series of question marks let us think.
Ray's lighting continues the story of light
In the 19th century, with the help of German technical assistance, electric lights became one of the greatest inventions of mankind. Lei continued the essence of this work and lighting, set up a product research and development center in cooperation with German technical institutions in Shanghai, China, and built in Zhongshan, Guangdong. Large-scale production base.
In the production workshop of hundreds of thousands of square meters, the German technology products combine the world's popular elements with Chinese classical culture, and the classic style design, elegant and noble style, reflect the product style between the ultimate detail structure. Features and excellent quality. Not only domestic and foreign consumers enjoy high-quality lighting lighting products in various fields provided by Ray, but many European and American international brands are also processed by Ray to process high-end lighting equipment.
From Cologne, Germany to Shanghai, China, Ray's lighting follows the German tradition of precision technology, focusing on design concepts and production processes in the field of lighting. As a new high-tech lighting company, Ray's first-class management and technical team has become the core driving force for enterprise development.
Chen Ruoyu's Marketing Differentiation Thought
Chen Ruoyu, who has left the industry for a while, has now returned to the industry in order to realize his own value and based on his deep feelings for the industry. Since the operation of Lei Lei's lighting, he has proposed to use the concept of marketing differentiation to create a new era of lightning lighting. The core idea of ​​Chen Ruoyu’s marketing differentiation is “unexpectedly attacking and not preparing for itâ€, subverting the traditional home lighting marketing model.
Product differentiation. This is the most important basic point in Ray's lighting marketing differentiation. Chen Ruoyu said that in general, product differentiation comes from several aspects: one is revolutionary design, completely different; the other is to add some new products to the original product. The third concept is to change the original product into a new shape. Different designs can be used on the basis of the same materials, which will be fully reflected in Ray's lighting products. Chen Ruoyu said that the most popular among marketing managers is the differentiation of products. This is the origin of marketing. Once there is such an advantage, it is very easy to make sales performance.
Market differentiation. Unlike other companies, Ray's lighting is not a large-scale network, but a targeted market. When choosing a market, Ray's lighting will identify some important areas of customer interest through an assessment of the entire market, and concentrate on improving operations in these areas. Chen Ruoyu said that Lei's lighting is not only subdivided in the product field, but also in the market segment.
Promote differentiation. Promotion is to spread to consumers and communicate with consumers. Therefore, since the establishment of Ray's lighting, with the slogan of creating a new era of lighting, the leading technology of German Seiko has been strongly spread in the mainstream media of the industry. In addition, a series of promotion of outdoor advertising, website advertising, etc., Chen Ruoyu said that Lei's lighting should tell all consumers that Ray's lighting should introduce the world's most advanced technology into China, so that domestic consumers can really feel the technology belt. The charm of coming.
Price differentiation. The price is the heavy weapon and weapon of marketing. If you use it lightly, it will be hurt and you can't move it, because the price affects the sales and ultimately affects the profit. Chen Ruoyu said that although price is the lowest means of technical content in marketing, Lei's lighting will effectively use price means to compete for competitive advantage in product line management. Ray's lighting clarifies the positioning of each product in the product line. In addition, Ray's lighting price system design is also very skillful, Ray's lighting will be positioned according to the characteristics and structure of the market, to improve the enthusiasm of the channel. Chen Ruoyu stressed that the core idea of ​​Lei's lighting marketing differentiation is “segment market, positioning for target consumer groups, importing brands, and establishing imageâ€. On the basis of market segmentation, aiming at the individualized needs of the target market, through brand positioning and dissemination, the brand is given unique value, establishes a distinct image, and establishes brand differentiation and individualized core competitive advantages.
In addition, Ray's lighting will actively seek out market gaps, select target markets, tap the individual needs that consumers have not yet met, develop new features of the products, and give the brand new value. According to the diversified characteristics of market consumer demand, different consumers have different hobbies, different personalities, different value orientations, different income levels and different consumption concepts for differentiated marketing.
Ray's lighting creates a new era of lighting
Lei's lighting has quietly entered the domestic market and has caused quite a stir in the industry. Since its establishment, Lei's lighting has established a standardized modern enterprise operation mechanism based on a highly efficient and stable management team with rich industry experience. Under the resource management and automation information management system, Lei's lighting "integrity-based, innovation, co-creation, and create a win-win" business philosophy is fully reflected.
In the domestic home lighting field, there are generally problems such as small scale, excessive dispersion, and lack of strong brands. This is accompanied by the continuous improvement of consumer consumption levels, the increasingly mature consumer psychology, and the constant improvement of urban construction and residents' interior decoration. Lighting consumption will become increasingly branded. Home lighting will be the same as other home appliances, from product competition to brand competition. Since its inception, Ray's lighting has been implemented in the minds of every Lei, with a high starting point and high standards. It has the strong backing of the world's largest electric light source manufacturer. Lei's lighting is based on the Shanghai marketing center. The marketing network radiates to Asia and the rest of the world.
Flying with Phoenix must be a handsome bird. While enhancing the brand value, Ray's lighting pays more attention to complementing the advantages of dealers, hand in hand, and grow together under the concept of “cooperation and win-winâ€, towards standardization, internationalization and specialization. The goal of modern global enterprises is moving forward. Ray's lighting has entered the domestic market and will create a new era of lighting.
Brand articles
In the golden autumn of 2009, Lei's lighting has been shining through the long-term preparation of home lighting series products. On October 21st, Lei's lighting was completed in the large flagship store in Guzhen Town, Zhongshan City. Deputy Secretary-General of China Lighting Association, Dou Linping, Ben The chief editor of the lighting industry, such as Euro Spring, visited the lighting exhibition hall of Lei and gave high praise.
Marketing concept opens the industry first
Deputy Secretary-General Dou Linping expressed his full affirmation of Lei's lighting entering the home field. He believes that China's vast market determines the huge potential of home lighting, but the more mature it is, the harder it is for home lighting to jump out of the homogenized circle. Lei's home lighting enters home lighting with a new concept, adding fresh blood to the entire industry. When many home lighting companies are busy looking for new changes in their products, Ray's lighting has a unique approach, starting with the marketing means, this will definitely create a model of the industry's thunder, for later learners to learn. In addition, Dou Linping also believes that home lighting companies have not given due attention in functional segmentation and professional design. In the future, according to the layout of consumer houses, providing lighting design, product matching design, complete furniture lighting design and strengthening services will be a new breakthrough in the home lighting industry. In addition, home lighting is moving forward, selling lamps or selling light? It is a problem worthy of attention. More and more consumers tend to buy non-quality but tangible light, and there is no visible light, but the light they want exists. Dou Linping encouraged Lei's lighting to study the above aspects, develop new products, and bring new profit growth points to dealers.
Strong strength, home field is promising
With its unique industrial structure, strong manufacturing capabilities, and a full range of products, Ray's lighting can provide dealers with a distribution and retail business model, greatly improving the survival rate and profitability of the store. During the visit, the editor-in-chief of the newspaper, Euro Spring, expressed full affirmation of the future market prospects of Ray's lighting. He said that Ray's special product structure determines its special marketing model and subverts the traditional home lighting store. Easy to open and not easy to live, really open a family, live a family, profit a family. Euro Spring analyzed the development trend of home lighting from the perspective of the media. He said that the financial crisis in the past two years has really affected the lighting industry. The home lighting still showed a strong development momentum. The overall sales volume has not only declined but has increased a lot. The home lighting pavement in the ancient town facing the street. In the last year alone, it has increased by more than 100.
Why are the towns and towns with unusually sensitive smells so optimistic about the field of home lighting? It is sure to see the bright future of home lighting. With the acceleration of the urbanization process, the strengthening of informatization, and the far-reaching influence of the Olympic spirit, people's pursuit of individualization has become more and more intense, and home lighting products with moderate price, various materials and rich styles have just catered to the market. Various needs. In the face of increasing market share, Ray's lighting, with its strong manufacturing capabilities and its strong parental strength, will certainly have a lot to do in the field of home lighting. A few days ago, the author was interviewed by Ray's lighting Fujian logistics company and learned that in the eyes of dealers, Ray's lighting is a quality brand. He believes that the strong strength of Ray's lighting matrix first provides a strong backing for brand operation and can win in similar products in all aspects of R&D and manufacturing. However, the most important thing is that, in cooperation with Ray's lighting, there is no need to worry about the problem of profitability. It can be based on the wholesale of electric light source products and the breakthrough of home lighting products. The two are perfectly combined and mutually enhanced.
It doesn't have to be like the ordinary home lighting brand. Once it can't adapt to the market, there is a danger that it will be cleared out of the market, so that the terminal construction of the brand is like a monkey licking corn. In addition, there are countless other advantages in joining Ray's lighting. For example: talent support, Lei's lighting for the national store to transport the store manager, transport shopping guides and other business management and sales personnel, with professional operation to the market, standardize the company's image and store management, and improve store performance.
Advertising support, Ray's lighting in the national professional media and other influential media to carry out brand advertising, expand brand awareness and influence, while driving the spread of dealer visibility. Personnel support, Ray's lighting sent a provincial manager to each area for follow-up. At the same time, two promotion specialists were dispatched, and the promotion commissioner supported the market on the tour. The actual store guidance, help dealers, store operations. The support of the boutique, the continuous introduction of new products, the introduction of marketable products is one of the company's core support. Keep the product unique and the style difference is leading, fully satisfying the customer's demand for quality products.
Image product and material support, Ray's lighting provides image printing for franchisees, product brochures, display counters, conference materials, promotional materials and image display materials needed for image display, and establishes the professional image of Lei's lighting brand. Not only the materials are complete, but also the delivery is accurate and timely. Education support, every quarter, the company selects excellent training and education team to provide systematic and practical training for dealers and franchisees, improve business concept and profit level, and improve the overall quality of service personnel. Management and diagnostic support, the company uses newspapers, websites, telephones, text messages and other communication platforms, or send experts to track service guidance to solve the practical management problems faced by each store. The company holds a large-scale expert consultant personal service every quarter, providing business management advice, sales planning advice, and helping dealers to solve operational and sales problems.
Postscript: With the development of home lighting, the homogenization phenomenon is becoming more and more serious. Many merchants are trying to break through the various magical powers. Some established companies have added new product series, such as crystal lamps and modern lamps, and another part is against the trend. Emerging home lighting brands, with high-quality leaders, are advanced and flexible, and use a new perspective to interpret the home lighting industry. These emerging brands use their own advantages, or seek new and different products, or differentiate themselves in the marketing strategy. They quickly gain a foothold in the wave of the times and win the favor of the market. Ray's lighting is one of the strengths of these many emerging brands. With the stunning appearance of Ray's large home-grown flagship store and the successful signing of the Fujian Logistics Center, Ray's lighting has taken a big step on the road to success. .
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