As a supporting role, the sheepskin lamp has not been able to enter the mainstream lighting industry, especially under the impact of the European-style lamp, the simple sheepskin lamp has been alone. However, under the strong promotion of brand products such as Hailing, the sheepskin lamp has become increasingly popular, and has also spurred a bloody road in the market. Almost all of the domestic sheepskin lamp production enterprises are concentrated in Zhongshan. During the booming period, there are more than 200 enterprises in the ancient town. However, it began to decline in 2007. With the transformation or exit of some enterprises, there are only a few existing brand companies, and the concentration of market brands is very high. Only a few enterprises such as Hailing, Jialin and Qiaoben are more active in the market, and the market is more concentrated. And maturity, this is an important symbol of the industry branding process.
Market experience is ups and downs
At the end of 2001 and the beginning of 2002, Hailing first carried out drastic reforms on the style and positioning of sheepskin lamps. The neo-classical Chinese style sheepskin lamp products, which were mainly based on wooden art style, began to sell well, and even the phenomenon of short supply was in short supply. Between 2003 and 2005, the number of sheepskins was smashed, and the number of follow-up enterprises also rose rapidly. At one time, the town had more than 200 sheepskin lamps. In 2005, the successful operation of Hailing's sheepskin lamp store model has made a number of leading enterprises such as Hailing and Jialin. The sheepskin lamp has also embarked on the brand road. In 2006, consumers and businesses returned rationally, and the sheepskin lamp entered a relatively flat period. The shrinking of profits in 2007 and the excessive disorderly competition made the sheepskin lamp no longer visible and showed signs of recession.
In 2008, the labor cost increased, the profit margin was again compressed and gradually suffered from the impact of Chinese lamps. The number of sheepskin lamp manufacturers was rapidly reduced. Only brand companies such as Hailing timely adjusted their strategies and product development directions, which was guaranteed in the recession. Unbeaten status.
Many reasons for the recession
Compared with other categories, sheepskin lamps are relatively cheap to produce. At the same time, sheepskin lamps do not use molds, making them a blockbuster in the lighting market.
The sheepskin lamp is in trouble. Due to the rising raw materials and diversified consumer demand, the most important issue is the serious imitation of the lamp. The enterprises with independent research and development patents are not effectively protected, and the efforts to combat the imitation lamps are not strong; The sales channel is single, the product and corporate image are weakened; the market for products is relatively narrow, the scale of the business team is small, and the scale benefits of the company are difficult to play.
Moreover, the sheepskin lamp can not be disassembled, generally only the whole package, the bulk of the volume makes the transportation cost too high, and the increase of the logistics cost makes the manufacturers and businesses more difficult. The production process of the sheepskin lamp is complicated, the hand-made ingredients are large, and it is difficult to mass-produce, so the production of the sheepskin lamp is limited, and the scale production is limited.
In addition, with the rapid development of other lamps such as wooden lamps, ceramic lamps, root lamps, bamboo lamps, rattan lamps, etc., the market has gradually changed. In the field of Chinese decoration, the share of sheepskin lamps is gradually being eaten.
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