[Text|High-tech LED lighting channel Zhongshan Station reporter Zhou Jianhua] One of the big events in the field of LED home lighting this year is undoubtedly the new Teli Lighting, which originally positioned the elite consumer class, penetrated the three-four-line simple modern lamp field with the "whispering" brand. . With the brand reputation and steady marketing ideas accumulated over the years, at present, the development of its national specialty stores is proceeding in an orderly manner.
The rise of modern wind <br> <br> With the rapid decline in the cost of upgrading and LED technology, known as the LED will be finally overcome market - home lighting is now also slowly infiltrate. LED lighting companies that have been focusing on bulbs, tubes or commercial lighting for the past two years now have a considerable number of LED home lights.
"We are involved in LED home modern lights. There are three intentions: 1. Let the merchants see that Luyuan Group is a high-quality enterprise that closely follows the trend and rhythm of LED lighting; 2. Enhance the single store and image value of the green energy brand, and the merchants have confidence; Further expand the Group's ability to control the volume and channel." Luo Quanxing, executive vice president of Shanghai Luyuan, summed up the Gaogong LED reporter.
At present, Green Energy Lighting has integrated high-quality suppliers of LED home modern lamps. The standard flagship store in Jiangmen factory has been renovated, and it is selectively screening some cities to join.
Since the development of the lighting and lighting industry, a variety of lighting styles have been formed, which can be roughly divided into seven categories: crystal lamps, European lamps, Chinese lamps, American lamps, flat lamps, ceiling lamps and modern lamps. Among them, modern lamps are mainly styles of fashion, simplicity, color and individuality, and become the preferred home decoration lighting products for the younger 80s and 90s.
In the past two years, as LED light sources have gradually penetrated into the field of home lighting, the market for modern lights has become even larger. Design innovation and fashion pursuit are the biggest features of modern lamps. The light source is mainly composed of colorful and variable LEDs. The material is made of metal-like aluminum wrought iron, and the alternative glass and acrylic. The appearance and shape are mainly characterized by individual expression, and the color is black and white. Most of the metallic colors are more suitable for the simple and modern decoration style.
“The overall advantage of modern lamps is still reflected in the appearance, which is the trend of home decoration now and in the future. Because modern lamps are fashionable and popular with consumers. At the same time, the consumption groups of modern lamps are relatively wide, as long as there is a market, there will be modern lamps. The person in charge of one meter of sunshine lighting said that in addition to the application of home decoration, modern lamps are also widely used in hotel engineering projects. Therefore, the overall development of modern lamps is still relatively good.
Now there are three systems in the entire LED market that are constantly competing and developing: First, the semiconductor industry has used chip technology to kill it. First, the packaged devices occupy the market, and then begin to penetrate downstream to form capital mergers. Second, electronics manufacturing, which has Strong assembly capability; the third system, from traditional lighting to LED, has the advantage of having a strong original design and manufacturing process. The biggest difference between lighting and luminaires is that lighting is more complex and more complex than luminaires.
LED modern lamp is the main product of home lighting. It can be used as the main light of the living room. It can also be used in bedrooms, corridors, toilets, etc. It is the first choice for home consumers with simple decoration style. The demand is self-evident. .
The future of the fierce battle "With the increase in income levels and the acceleration of urbanization, the focus of consumption has been extended to the second, third and fourth tier cities, and the group that dominates this cake is after 85 and 90, and its decoration style and consumption habits occur. A big change. The market has changed, we are unchanged, and will be marginalized." Zhu Ming, general manager of Xintel Lighting Marketing pointed out.
He said that the new Teli Lighting will take two lines of development in the future: First, 'Xin Teli'--Continue to go to the high-end elite market; the new brand 'whispering'--combination store model of the second and third-line fashion white-collar market .
After the LED wave came, Zhu Ming deeply realized that the most important lighting change of LED is not just energy saving, but it broke the size of the lamp determined by traditional light sources for more than 20 years. The design concept of the lamp was opened, and the real revolution was Here. "The LED era is not only to see the light, but also to see the light." Zhu Ming added.
"The semiconductor material properties of LEDs make lighting enter the era of digitalization that is almost omnipotent and ubiquitous. I think this is the biggest change that LED brings to the lighting industry. That is to say, the entire lighting industry has the possibility of cross-border, can more Achieving a large degree of intelligence." Lin Jilin, general manager of Mulinsen Lighting Marketing also said.
However, the optimistic outlook for the product has also attracted many manufacturers to gather in the field of LED home modern lamps with large profit and market space.
According to the reporter's visit: This year's LED home simple and modern lights, the people who are on the horse and suffered a cold snap. Although there are less than 10 channels dedicated to the operation of the channel, there are no fewer than 200 speculative workshops, and some of the light source and commercial license brands are also “stainedâ€. In this regard, many insiders said: The tragic price war in 2015 has no suspense.
While the objective single-store profitability caused by the objective consumption environment is worrying, the impact of e-commerce has also increased.
"After September this year, we also clearly felt the impact of e-commerce on home lighting, sales have dropped significantly year-on-year. However, I expect next year is the most difficult time." Kaman Lighting General Manager Zhao De analysis.
From 2009 to now, "Double Eleven" has clearly become an atmosphere, a cultural phenomenon, a piece of cake for sale. The lighting industry will naturally not let go of this cake. The major lighting brands are preparing for the early stage and participate in the largest commercial promotion in China and the world. "Double Eleven", the lighting industry has become a "price war" from the "propaganda war", and the home lighting category has a particularly deep impact.
In 2014, the total turnover of the lighting and lighting industry was more than 400 million, and more than 3 million lamps were sold. There were 6 stores with over 10 million transactions. The company ranked first, NVC, Oduo, Osseros, Philips and Shiyuan. Followed by it.
From the category of lamps, modern ceiling lamps are the best-selling lamps in the eleventh, with a turnover ratio of 51.51%. Followed by chandeliers, downlights, table lamps, and so on.
The reporter used the "LED Modern Light" as the key word to view Taobao data. A total of 198660 product information appeared, and 18521 related stores were found. Looking at Tmall data, a total of 61,820 product information appeared, and 2,354 related stores were found. The homogenization of the best-selling styles is more serious.
"I missed the double eleven and double twelve, plus the usual store's cost-effective promotion, although the online purchase of lights accounted for a small proportion of the overall lighting sales, but the growth rate is amazing. Online did not sell a living room main light, it is equal to the entity The store has one customer missing." An industry insider contrasted.
“The popularity of online channels is closely related to the huge changes in the major consumer groups that buy home lighting.†Currently, 60% of the groups that buy home lighting are after 80s and 90s. These new people are pursuing environmental protection, fashion, and trend. Fresh things, socializing, fashion, and buying products that are transparent and personalized online through the Internet are just in line with their habits and tastes.
Value-added doorway "Modern lamp is the most important experience, the store is an inevitable choice. However, the second and third-line home simple lamp brand, the channel's 'store exchange rate' is about 20%. For the upcoming 2015, it is estimated that this category Manufacturers are rarely filled with joy.†Zhao De, general manager of Kaman Lighting, predicted.
The reporter visited and found that: compared with the ever-changing LED stereotypes, the lighting product technology is “conservative†and the trend is “refurbishedâ€. However, the style plus material, seemingly simple combination, in fact, quite quite "good luck." This year, which was not popular two years ago, it was hot again. The year that it was still popular last year was already non-mainstream.
"The trend is not accurate, the design is not innovative, the process is difficult to control, the channel is less monopoly... In the end, the modern lamp is difficult to 'play'." An industry insider summed it up.
At present, the LED home modern lamp brand with design concept and monopoly operation strength mainly targets the market: first- and second-tier cities in the mid-range market; third- and fourth-tier cities in the high-end market; professional lighting market; professional building materials comprehensive market; lighting distribution street .
The corresponding rents for this type of market: first-tier cities, 150 yuan - 200 yuan / square meter; second and third-tier cities, 100 yuan -150 yuan / square meter; third and fourth-tier cities, 50 yuan -100 yuan / square meter.
The corresponding area is: first-tier cities, 150-200 square meters; second- and third-tier cities, 100-150 square meters; fourth-tier cities, 80-120 square meters.
The location of the LED modern lamp's exclusive experience store is not biased, and the store rent is not low. Therefore, the profitability of a single store directly determines the life and death of the agent's home.
The high-tech LED reporter has conducted a large-scale investigation on the national market and concluded that the home lighting boutique has accumulated many problems for many years, including: First, the terminal atmosphere is mixed, uneven, and fails to set off the value of the product through the atmosphere. The standardization and unification of the terminal image failed to meet the standard;
The second is how to continue to help single-store profitability. In addition to the market's major environmental factors, the loss rate of shopping guides at the terminal stores is also relatively high, which directly leads to a decline in store performance;
The third is still the sales model based on “sitting on businessâ€, waiting for customers to come to the door and relying on the day to eat.
As we all know, the lighting industry has a low barrier to entry, and practitioners have not received professional knowledge and training. This has caused practitioners to communicate with customers without starting from the characteristics of the product itself, selling only products, not products. The effect that can be created. “At the time, there were similar trainings in the industry, but they were all aimed at dealers or franchisees, but it was the first time to train franchisees and shopping guides,†recalls Zou Hui, director of New Terri Lighting Market.
The company that has the national brand “ambition†has the following efforts to train because the lighting industry practitioners have not received systematic professional training, and the guides have no professional courses to learn, relying on transmission, help, and improvement. The level of shopping guide, the overall quality of industry sales needs to be improved, brand companies hope that after repeated and intensive system training, franchisees can find ways to fight fishing, help franchisees grow and develop, and their performances are high.
"We have implemented a series of trainings to implement the four unified theories of products, image, business model and management mode of New Terri Lighting franchise stores, so that franchisees can truly understand the advantages and vitality of the 'four unified theory' and will It turns into sales force.†Zou Hui said, next, Xinteli includes “whispering†sub-brands to do: image design, display display, third-order growth training, sales skill assessment, marketing materials, promotion, sales process , a series of standardization of supporting services.
At present, the six puzzles and outlets of the modern lamp terminal storefront are analyzed:
The rise of modern wind <br> <br> With the rapid decline in the cost of upgrading and LED technology, known as the LED will be finally overcome market - home lighting is now also slowly infiltrate. LED lighting companies that have been focusing on bulbs, tubes or commercial lighting for the past two years now have a considerable number of LED home lights.
"We are involved in LED home modern lights. There are three intentions: 1. Let the merchants see that Luyuan Group is a high-quality enterprise that closely follows the trend and rhythm of LED lighting; 2. Enhance the single store and image value of the green energy brand, and the merchants have confidence; Further expand the Group's ability to control the volume and channel." Luo Quanxing, executive vice president of Shanghai Luyuan, summed up the Gaogong LED reporter.
At present, Green Energy Lighting has integrated high-quality suppliers of LED home modern lamps. The standard flagship store in Jiangmen factory has been renovated, and it is selectively screening some cities to join.
Since the development of the lighting and lighting industry, a variety of lighting styles have been formed, which can be roughly divided into seven categories: crystal lamps, European lamps, Chinese lamps, American lamps, flat lamps, ceiling lamps and modern lamps. Among them, modern lamps are mainly styles of fashion, simplicity, color and individuality, and become the preferred home decoration lighting products for the younger 80s and 90s.
In the past two years, as LED light sources have gradually penetrated into the field of home lighting, the market for modern lights has become even larger. Design innovation and fashion pursuit are the biggest features of modern lamps. The light source is mainly composed of colorful and variable LEDs. The material is made of metal-like aluminum wrought iron, and the alternative glass and acrylic. The appearance and shape are mainly characterized by individual expression, and the color is black and white. Most of the metallic colors are more suitable for the simple and modern decoration style.
“The overall advantage of modern lamps is still reflected in the appearance, which is the trend of home decoration now and in the future. Because modern lamps are fashionable and popular with consumers. At the same time, the consumption groups of modern lamps are relatively wide, as long as there is a market, there will be modern lamps. The person in charge of one meter of sunshine lighting said that in addition to the application of home decoration, modern lamps are also widely used in hotel engineering projects. Therefore, the overall development of modern lamps is still relatively good.
Now there are three systems in the entire LED market that are constantly competing and developing: First, the semiconductor industry has used chip technology to kill it. First, the packaged devices occupy the market, and then begin to penetrate downstream to form capital mergers. Second, electronics manufacturing, which has Strong assembly capability; the third system, from traditional lighting to LED, has the advantage of having a strong original design and manufacturing process. The biggest difference between lighting and luminaires is that lighting is more complex and more complex than luminaires.
LED modern lamp is the main product of home lighting. It can be used as the main light of the living room. It can also be used in bedrooms, corridors, toilets, etc. It is the first choice for home consumers with simple decoration style. The demand is self-evident. .
The future of the fierce battle "With the increase in income levels and the acceleration of urbanization, the focus of consumption has been extended to the second, third and fourth tier cities, and the group that dominates this cake is after 85 and 90, and its decoration style and consumption habits occur. A big change. The market has changed, we are unchanged, and will be marginalized." Zhu Ming, general manager of Xintel Lighting Marketing pointed out.
He said that the new Teli Lighting will take two lines of development in the future: First, 'Xin Teli'--Continue to go to the high-end elite market; the new brand 'whispering'--combination store model of the second and third-line fashion white-collar market .
After the LED wave came, Zhu Ming deeply realized that the most important lighting change of LED is not just energy saving, but it broke the size of the lamp determined by traditional light sources for more than 20 years. The design concept of the lamp was opened, and the real revolution was Here. "The LED era is not only to see the light, but also to see the light." Zhu Ming added.
"The semiconductor material properties of LEDs make lighting enter the era of digitalization that is almost omnipotent and ubiquitous. I think this is the biggest change that LED brings to the lighting industry. That is to say, the entire lighting industry has the possibility of cross-border, can more Achieving a large degree of intelligence." Lin Jilin, general manager of Mulinsen Lighting Marketing also said.
However, the optimistic outlook for the product has also attracted many manufacturers to gather in the field of LED home modern lamps with large profit and market space.
According to the reporter's visit: This year's LED home simple and modern lights, the people who are on the horse and suffered a cold snap. Although there are less than 10 channels dedicated to the operation of the channel, there are no fewer than 200 speculative workshops, and some of the light source and commercial license brands are also “stainedâ€. In this regard, many insiders said: The tragic price war in 2015 has no suspense.
While the objective single-store profitability caused by the objective consumption environment is worrying, the impact of e-commerce has also increased.
"After September this year, we also clearly felt the impact of e-commerce on home lighting, sales have dropped significantly year-on-year. However, I expect next year is the most difficult time." Kaman Lighting General Manager Zhao De analysis.
From 2009 to now, "Double Eleven" has clearly become an atmosphere, a cultural phenomenon, a piece of cake for sale. The lighting industry will naturally not let go of this cake. The major lighting brands are preparing for the early stage and participate in the largest commercial promotion in China and the world. "Double Eleven", the lighting industry has become a "price war" from the "propaganda war", and the home lighting category has a particularly deep impact.
In 2014, the total turnover of the lighting and lighting industry was more than 400 million, and more than 3 million lamps were sold. There were 6 stores with over 10 million transactions. The company ranked first, NVC, Oduo, Osseros, Philips and Shiyuan. Followed by it.
From the category of lamps, modern ceiling lamps are the best-selling lamps in the eleventh, with a turnover ratio of 51.51%. Followed by chandeliers, downlights, table lamps, and so on.
The reporter used the "LED Modern Light" as the key word to view Taobao data. A total of 198660 product information appeared, and 18521 related stores were found. Looking at Tmall data, a total of 61,820 product information appeared, and 2,354 related stores were found. The homogenization of the best-selling styles is more serious.
"I missed the double eleven and double twelve, plus the usual store's cost-effective promotion, although the online purchase of lights accounted for a small proportion of the overall lighting sales, but the growth rate is amazing. Online did not sell a living room main light, it is equal to the entity The store has one customer missing." An industry insider contrasted.
“The popularity of online channels is closely related to the huge changes in the major consumer groups that buy home lighting.†Currently, 60% of the groups that buy home lighting are after 80s and 90s. These new people are pursuing environmental protection, fashion, and trend. Fresh things, socializing, fashion, and buying products that are transparent and personalized online through the Internet are just in line with their habits and tastes.
Value-added doorway "Modern lamp is the most important experience, the store is an inevitable choice. However, the second and third-line home simple lamp brand, the channel's 'store exchange rate' is about 20%. For the upcoming 2015, it is estimated that this category Manufacturers are rarely filled with joy.†Zhao De, general manager of Kaman Lighting, predicted.
The reporter visited and found that: compared with the ever-changing LED stereotypes, the lighting product technology is “conservative†and the trend is “refurbishedâ€. However, the style plus material, seemingly simple combination, in fact, quite quite "good luck." This year, which was not popular two years ago, it was hot again. The year that it was still popular last year was already non-mainstream.
"The trend is not accurate, the design is not innovative, the process is difficult to control, the channel is less monopoly... In the end, the modern lamp is difficult to 'play'." An industry insider summed it up.
At present, the LED home modern lamp brand with design concept and monopoly operation strength mainly targets the market: first- and second-tier cities in the mid-range market; third- and fourth-tier cities in the high-end market; professional lighting market; professional building materials comprehensive market; lighting distribution street .
The corresponding rents for this type of market: first-tier cities, 150 yuan - 200 yuan / square meter; second and third-tier cities, 100 yuan -150 yuan / square meter; third and fourth-tier cities, 50 yuan -100 yuan / square meter.
The corresponding area is: first-tier cities, 150-200 square meters; second- and third-tier cities, 100-150 square meters; fourth-tier cities, 80-120 square meters.
The location of the LED modern lamp's exclusive experience store is not biased, and the store rent is not low. Therefore, the profitability of a single store directly determines the life and death of the agent's home.
The high-tech LED reporter has conducted a large-scale investigation on the national market and concluded that the home lighting boutique has accumulated many problems for many years, including: First, the terminal atmosphere is mixed, uneven, and fails to set off the value of the product through the atmosphere. The standardization and unification of the terminal image failed to meet the standard;
The second is how to continue to help single-store profitability. In addition to the market's major environmental factors, the loss rate of shopping guides at the terminal stores is also relatively high, which directly leads to a decline in store performance;
The third is still the sales model based on “sitting on businessâ€, waiting for customers to come to the door and relying on the day to eat.
As we all know, the lighting industry has a low barrier to entry, and practitioners have not received professional knowledge and training. This has caused practitioners to communicate with customers without starting from the characteristics of the product itself, selling only products, not products. The effect that can be created. “At the time, there were similar trainings in the industry, but they were all aimed at dealers or franchisees, but it was the first time to train franchisees and shopping guides,†recalls Zou Hui, director of New Terri Lighting Market.
The company that has the national brand “ambition†has the following efforts to train because the lighting industry practitioners have not received systematic professional training, and the guides have no professional courses to learn, relying on transmission, help, and improvement. The level of shopping guide, the overall quality of industry sales needs to be improved, brand companies hope that after repeated and intensive system training, franchisees can find ways to fight fishing, help franchisees grow and develop, and their performances are high.
"We have implemented a series of trainings to implement the four unified theories of products, image, business model and management mode of New Terri Lighting franchise stores, so that franchisees can truly understand the advantages and vitality of the 'four unified theory' and will It turns into sales force.†Zou Hui said, next, Xinteli includes “whispering†sub-brands to do: image design, display display, third-order growth training, sales skill assessment, marketing materials, promotion, sales process , a series of standardization of supporting services.
At present, the six puzzles and outlets of the modern lamp terminal storefront are analyzed:
| project | status quo | difficulty | breakthrough |
| Product portfolio | Mostly in the form of grocery stores. | The positioning is not allowed, the brand is not good. | It is necessary to have high-tech products and regular products with normal throughput. |
| Shopping guide training | Husband and wife storefront, daily routine. | The churn rate is high and the benefits are not good. | Focus on continuous and internal management assessment and rewards and punishments |
| Market support | Flowing in the file, not continuing. | The business is not active and the channel is difficult to sink. | The sales team, outdoor marketing, manufacturers teamed up, monopoly show, one can not be less |
| store display | The image is not specific, no standard at all. | Insufficient investment by manufacturers and insufficient attention. | Create a good shopping atmosphere through spatial layout and product display |
| Inventory decompression | LEDs are falling faster and the product line is too long. | Vendor inventory pressure is passed on. | Form system docking to avoid waste of resources |
| After sales service | Unfamiliar technology, rarely active after-sales. | Sitting in business thinking, not willing to invest. | Corporate training to enhance business concepts, teamwork to supervise after-sales |
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