[Textu Gaogong LED reporter Zhou Jianhua] " This year's gross profit has dropped by 8% to 10%." Zhang Yong, general manager of Hongjia Lighting, told the reporter of "High-tech LED" that the main reason is the increasingly fierce competition, raw materials and labor. Costs are rising and profits are falling. After more than four years of development, home lighting has also reached the "crossroads" of shuffling and upgrading.
Alternative "whole"
“The overall lighting distribution field is very different from the overall home lighting concept of the finished product company.†Chen Bo, the person in charge of the overall lighting of Shuguang, said that the overall lamp is mainly equipped with parts for the home ceiling light series, the overall distribution, after-sales The general term for etc. Types include modern aluminum lamps, wrought iron lamps, acrylic, and sheepskin lamps.
The concept and rise of the overall light distribution started around the years of 2009 and 2010. At the beginning, it was started by a group of people engaged in design work in the home lighting products company.
"Because the core of this field is to rely on style to win." Finished lighting factory can directly purchase hardware, plastics, light source and other accessories suppliers, the overall lamp manufacturers can survive if they do not have core advantages. The home decoration emphasizes the personality and style of the overall style. "So, the designer who can design and develop independently is the only suitable person for this 'transfer station'."
It is understood that if you want to do a good job, the overall light distribution company's research and development speed will be about two to three new series every two or three months, and the store's standing style is about 100 to 150 styles.
Therefore, inventory management is another key to the operation of the overall home lighting. “Normally, the inventory is twice the monthly sales. Because the style is updated quickly, if there is no fixed and large customer support, the new manufacturers will enter the overall light distribution.†Zhang Yong, general manager of Hongjia Light, analyzed.
According to industry insiders, in addition to the style innovation and inventory management, each home lighting brand must also have its own core profit operation mode. Hongjia's LED home lights pay attention to light transmission, and the lighting effect is comfortable and pleasant, which is a unique selling point. Although the home lighting is relatively similar in style, in order to avoid homogenization, the product must be differentiated and innovative, and develop products based on the actual needs of consumers. Huangjia Lamps has a unique advantage in supplier resource integration and classic styles.
LED terminals have always used commercial lighting as a breakthrough. According to a survey conducted by the reporter, the LEDs for home lighting with the main light source have also exceeded 50%. Some manufacturers even directly promote the lighting products specially designed for LED light source combination. If you look at the trend of the next year from the source, you can also see that there will be a certain leap in LED home lighting in 2013.
"LED is a trend, the proportion of our LED products has exceeded 50%. LED has its own characteristics, like the lamp with products can be more modern, flatter, more personality changes, etc. This is undoubtedly let us from the field of traditional light source lamps Come out and get another design inspiration.†A lighting design manager at the home lighting company in transition told reporters.
In fact, the trend of the overall home lighting is also followed by the "step" of the finished lighting manufacturers, the emergence of which has a certain market demand background: more and more designers and consumers in the procurement process, a strong desire for a certain A brand of products can reflect the lighting needs of its modern home style decoration, especially the personalized design of light effects.
As far as home furnishing products are concerned, in the current industry development situation, the pace of LEDs is slow. First, the prices of medium and high-end products are relatively high, especially in living room ceiling lamps. The price of products is far from the price of current lamps, and some are still far away. To be several times higher, ordinary people have limited ability to accept consumption; secondly, the design of LED home lighting products is also critical in technical requirements. At present, more discussion on LEDs is about heat dissipation.
"At present, many manufacturers have done a good job of dissipating heat. The problem of good heat dissipation and light decay can be solved very well. Now the price is also declining. The prospect of using LEDs in large areas in 2013 is very broad." Zhang Yong predicted .
Stick to the package or explore the terminal
“The speed of copying lights in ancient towns is amazingly fast. The independent design and development is only a one- or two-month sales 'lifetime'. This year's profit has dropped by 8 to 10 percentage points compared with last year, and it is only a dead end to find a way out. "Hong Jia Lan with general manager Zhang Yong expressed concern about the homogenization competition of the overall lamp.
"Four years ago, when I opened the whole lamp with this store, this street was only my family. In the next two or three years, everyone saw that the field was profitable, and more and more people were involved in this trip. Competition is fierce. We are also seeking a way out and a breakthrough.†Zhang Yong told reporters that it has begun to set up another R&D and manufacturing system focusing on LED home lighting, and the lighting products are also trying to develop in multiple channels, including e-commerce lighting. Supply, sales of overall home lighting for foreign customers, etc.
According to industry sources, some of the overall lamp manufacturers have no longer considered the "principles" of the surrounding manufacturers, directly contact and supply to the terminal dealers. The same lamp is sold to the finished product with independent channels and to the end customer who belongs to the same region as the former dealer. The negative impact of homogenization vicious competition and spread profit is self-evident. Therefore, the overall lighting industry is more taboo and direct transactions with end customers.
"This is a violation of the rules, a bit of disregard for the bottom line. We will also directly supply the terminal, but this terminal is mainly for export customers." Peng Xue said with the person in charge.
The choice of strategic direction is different, but to enhance the brand image and do a good job of publicity and promotion is the 2013 overall light distribution responsible person agrees. According to a survey by the reporter, starting from the end of 2012, most of these integrated lamp distribution companies will increase their investment in brand image and promotion costs.
“The e-commerce sales group is similar to the dealers, and it is also directly facing the terminal. We will organize special talents and strive to become a professional supplier of e-commerce in the beginning of 2013. The first is to use the original product system and personnel structure. And the brand packaging is in place.†Jiang Gang, the general manager of Huangjia Lamps, which has a relatively large shipment volume in the overall lamp distribution field, has announced the important strategic plan for 2013.
At present, home lighting companies mainly adopt the channel structure of dealers, which mainly include provincial distributors (or operation centers), municipal distributors or distributors, county-level distributors and township distributors. At present, most of the lighting companies that have done a good job in the channel are well-known brands in China, and they can also be said to be more successful brands, such as Op Lighting, NVC Lighting, Sanxiong Aurora, TCL Lighting, etc.
Alternative "whole"
“The overall lighting distribution field is very different from the overall home lighting concept of the finished product company.†Chen Bo, the person in charge of the overall lighting of Shuguang, said that the overall lamp is mainly equipped with parts for the home ceiling light series, the overall distribution, after-sales The general term for etc. Types include modern aluminum lamps, wrought iron lamps, acrylic, and sheepskin lamps.
The concept and rise of the overall light distribution started around the years of 2009 and 2010. At the beginning, it was started by a group of people engaged in design work in the home lighting products company.
"Because the core of this field is to rely on style to win." Finished lighting factory can directly purchase hardware, plastics, light source and other accessories suppliers, the overall lamp manufacturers can survive if they do not have core advantages. The home decoration emphasizes the personality and style of the overall style. "So, the designer who can design and develop independently is the only suitable person for this 'transfer station'."
It is understood that if you want to do a good job, the overall light distribution company's research and development speed will be about two to three new series every two or three months, and the store's standing style is about 100 to 150 styles.
Therefore, inventory management is another key to the operation of the overall home lighting. “Normally, the inventory is twice the monthly sales. Because the style is updated quickly, if there is no fixed and large customer support, the new manufacturers will enter the overall light distribution.†Zhang Yong, general manager of Hongjia Light, analyzed.
According to industry insiders, in addition to the style innovation and inventory management, each home lighting brand must also have its own core profit operation mode. Hongjia's LED home lights pay attention to light transmission, and the lighting effect is comfortable and pleasant, which is a unique selling point. Although the home lighting is relatively similar in style, in order to avoid homogenization, the product must be differentiated and innovative, and develop products based on the actual needs of consumers. Huangjia Lamps has a unique advantage in supplier resource integration and classic styles.
Old-fashioned overall light with hot business in the store
LED terminals have always used commercial lighting as a breakthrough. According to a survey conducted by the reporter, the LEDs for home lighting with the main light source have also exceeded 50%. Some manufacturers even directly promote the lighting products specially designed for LED light source combination. If you look at the trend of the next year from the source, you can also see that there will be a certain leap in LED home lighting in 2013.
"LED is a trend, the proportion of our LED products has exceeded 50%. LED has its own characteristics, like the lamp with products can be more modern, flatter, more personality changes, etc. This is undoubtedly let us from the field of traditional light source lamps Come out and get another design inspiration.†A lighting design manager at the home lighting company in transition told reporters.
In fact, the trend of the overall home lighting is also followed by the "step" of the finished lighting manufacturers, the emergence of which has a certain market demand background: more and more designers and consumers in the procurement process, a strong desire for a certain A brand of products can reflect the lighting needs of its modern home style decoration, especially the personalized design of light effects.
As far as home furnishing products are concerned, in the current industry development situation, the pace of LEDs is slow. First, the prices of medium and high-end products are relatively high, especially in living room ceiling lamps. The price of products is far from the price of current lamps, and some are still far away. To be several times higher, ordinary people have limited ability to accept consumption; secondly, the design of LED home lighting products is also critical in technical requirements. At present, more discussion on LEDs is about heat dissipation.
"At present, many manufacturers have done a good job of dissipating heat. The problem of good heat dissipation and light decay can be solved very well. Now the price is also declining. The prospect of using LEDs in large areas in 2013 is very broad." Zhang Yong predicted .
Stick to the package or explore the terminal
“The speed of copying lights in ancient towns is amazingly fast. The independent design and development is only a one- or two-month sales 'lifetime'. This year's profit has dropped by 8 to 10 percentage points compared with last year, and it is only a dead end to find a way out. "Hong Jia Lan with general manager Zhang Yong expressed concern about the homogenization competition of the overall lamp.
"Four years ago, when I opened the whole lamp with this store, this street was only my family. In the next two or three years, everyone saw that the field was profitable, and more and more people were involved in this trip. Competition is fierce. We are also seeking a way out and a breakthrough.†Zhang Yong told reporters that it has begun to set up another R&D and manufacturing system focusing on LED home lighting, and the lighting products are also trying to develop in multiple channels, including e-commerce lighting. Supply, sales of overall home lighting for foreign customers, etc.
According to industry sources, some of the overall lamp manufacturers have no longer considered the "principles" of the surrounding manufacturers, directly contact and supply to the terminal dealers. The same lamp is sold to the finished product with independent channels and to the end customer who belongs to the same region as the former dealer. The negative impact of homogenization vicious competition and spread profit is self-evident. Therefore, the overall lighting industry is more taboo and direct transactions with end customers.
"This is a violation of the rules, a bit of disregard for the bottom line. We will also directly supply the terminal, but this terminal is mainly for export customers." Peng Xue said with the person in charge.
The choice of strategic direction is different, but to enhance the brand image and do a good job of publicity and promotion is the 2013 overall light distribution responsible person agrees. According to a survey by the reporter, starting from the end of 2012, most of these integrated lamp distribution companies will increase their investment in brand image and promotion costs.
“The e-commerce sales group is similar to the dealers, and it is also directly facing the terminal. We will organize special talents and strive to become a professional supplier of e-commerce in the beginning of 2013. The first is to use the original product system and personnel structure. And the brand packaging is in place.†Jiang Gang, the general manager of Huangjia Lamps, which has a relatively large shipment volume in the overall lamp distribution field, has announced the important strategic plan for 2013.
At present, home lighting companies mainly adopt the channel structure of dealers, which mainly include provincial distributors (or operation centers), municipal distributors or distributors, county-level distributors and township distributors. At present, most of the lighting companies that have done a good job in the channel are well-known brands in China, and they can also be said to be more successful brands, such as Op Lighting, NVC Lighting, Sanxiong Aurora, TCL Lighting, etc.
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