In 2008, the financial crisis swept the world. In the face of this global financial crisis, where is the Chinese lighting industry going?
Some people say that the financial crisis is a lucky star in China's lighting industry. Some people say it is a disaster star. Whatever it is, there is no doubt that in 2008, the lighting industry, which has continued to thrive for more than a decade, is experiencing an unprecedented impact. In addition to factors such as rising raw material prices, rising labor costs, rising renminbi, and reduced export tax rebates, the lighting industry, which is closely related to real estate, is also affected by the US subprime crisis and changes in the real estate industry in China. According to a survey by the China Lighting Association, in 2008, 70% of the lighting industry was in a state of loss, 20% of companies were flat, and only 10% were profitable. The pressure of transformation is heavy on every enterprise.
In 2009, Chinese lighting companies only have two ways to survive or die, and they will experience an unprecedented reshuffle, and competition has entered an era of white-hot.
In 2009, where is the Chinese lighting industry going? Perhaps the traces of the lighting industry along the way can give some inspiration to the entire industry.
Dealer channel that has been gone
Looking back, the Chinese lighting industry has gone through more than 20 years of development. In the past 20 years of development, China's lighting companies have undergone many changes: some have gradually withdrawn from the market, and some have developed into well-known brands in the industry. The focus is on manufacturing and becoming an OEM of well-known companies at home and abroad.
In the early stage of enterprise development, the establishment of a sound distribution network is a road that lighting companies must take. Many well-known lighting companies such as NVC, Op, Sanxiong Aurora, and Buddha Photo have long traveled on this road.
With the ebb and flow of the market, dealers are constantly growing in sinking and floating. As channels become more and more flat, when the business voice becomes more and more powerful, and when the terminal model becomes more and more complicated, it is the erosion and squeeze from the main sales channel in front of the dealers. Do you want to advance? How to move forward? It has been a problem that has plagued its many years of development.
KA sells new BDS, various franchise stores, operation centers and other new formats to become the best choice for most lighting companies in the lighting industry to resolve the huge survival pressure and break through the difficult business dilemma. But no matter what kind of business, in the final analysis, it is still a form of distribution, which is far from meeting the current market sales needs of lighting companies.
With the increasingly fierce competition, many companies are not satisfied with the competition of traditional channels, especially some powerful enterprises. After years of expansion, they have divided almost all the major markets in the country, and the channels have also sunk to the third and fourth-tier cities. In order to open up new marketing growth points and acquire more orders, companies began to look for a marketing channel that is different from traditional channels.
Choice under the glory
Develop invisible channels
In the channel, in addition to the invisible channels that we often see, such as terminals and distribution, there is another channel, which can be called an invisible channel.
In fact, the previous sales channels are mainly concentrated on lighting distributors, and this channel has been continuously challenged in emerging formats. How to broaden channels and reach consumers in the most effective form has become an industry trend. From the current situation of the development of the industry market, it is not difficult to see that the circulation of traditional sales channel products is far from meeting the needs of enterprise development, and it continues to shrink. Under the rapid expansion of the lighting industry, how to expand the channel and make the invisible channel explicit becomes the key to solving market problems. As a result, the lighting industry is facing major changes.
Design institutes, public dress companies, home improvement companies, designer sales channels, etc. have been called invisible channels by industry professionals. On the one hand, they do not directly sell lighting products. On the other hand, design is the starting point of engineering projects, the style locator of engineering projects, and the entry barrier that affects the entry of materials into the project. It is the only special combination of Party A, Party B and materials. Professional groups, so designers become the focus of various architectural decoration materials vendors including lighting dealers.
With the development of the market, the designer channel will become the road of future development of lighting companies.
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