Lighting competition is fierce. How should we deal with all kinds of difficulties?

The lighting is the most attractive flirting room in the home. Different shapes, colors, materials, and sizes can create different lighting effects for different living rooms and show different expressions of the bedroom. Today, in the face of the thousands of lamps in the market, do you feel dazzling? The following porcelain library China Xiaobian will introduce you to lighting knowledge.

Home life, according to different functions, lamps can be divided into two types of architectural lamps and decorative lamps. According to reports, architectural lighting is to be combined with architectural structures, such as downlights, wall lights, ceiling lamps, downlights, etc. Although these lamps have many options in style, they are relatively single in terms of functionality. Therefore, before the home renovation, To fully consider the actual function of each fixture after the renovation, do not pay too much attention to style and ignore practicality.

Decorative lamps are relatively free to choose. At present, decorative lamps and lanterns are widely available on the market. When home decoration, different families can match according to their own decoration style, for example, many families now like crystal lamps, Chinese-style table lamps, European-style table lamps and so on. In addition, there are also some special shapes of lamps can also choose. From the perspective of lighting effects, decorative lamps are mainly used for decoration. Therefore, although some lamps are very attractive, their functions are relatively poor, and they must be considered when selecting them.

The lighting fixture industry in China has continued to develop rapidly, steadily and steadily in recent years. According to data from authoritative departments, in 1999, the total domestic lighting industry sales were 45 billion yuan, reaching 55 billion yuan in 2000, breaking 68 billion yuan in 2001, and 80 billion yuan in 2002. In 2003, the output value of the entire industry exceeded 100 billion yuan, and it has been increasing rapidly at a rate of 20% for five consecutive years.

By the end of 2003, there were 4,995 lighting companies in the country, including electric light sources, lamp holders, and electrical accessories. In addition, there are more than 60,000 commercial companies engaged in lighting sales nationwide, mainly concentrated in the building materials lighting market in cities.

The speed of lighting development is alarming. The annual production value exceeds 100 billion yuan. However, the overall marketing level of the industry is very low or even backward. According to our research and comprehensive evaluation, lighting industry has the greatest potential in many domestic industries. Improving marketing techniques can unleash huge sales power to achieve an objective, real market value for the industry. The lighting industry calls for more and more powerful marketing techniques.

It is precisely because of the rapid development of lighting that a variety of lighting marketing dilemmas appear on the market:

Symptoms of product dilemma: The current division of lighting products is very extensive, including some professional books are also from the production point of view, there is no division according to market perspective. Lighting companies "plotting style" sales even more dazzling to consumers. Most companies cannot plan a clear product line so that they cannot support the brand image. More companies stay in the product competition stage.

Diagnosis: The extensive sales model, with its self-help slogan “What the market needs to produce,” masks a very dangerous product strategy. From a marketing perspective, product value is divided into the core layer (usage value), which is the direct benefit that the product brings to the user (consumer); the formal layer (external performance), namely appearance, weight, volume, vision, Feel, trademark, color, packaging, etc.; extension layer (additional value), ie, service, promise, status, honor, decent, etc. At present, the use value of the lighting product itself is the same, and the homogeneity of the core value is very serious. In fact, lighting should be based on the formal layer and the extension layer as the main competitive means.

Strategic Predicament Symptoms: Lighting companies do not understand the external environment, especially if they do not understand the competition conditions of various lighting manufacturers. They see that any lighting product is easy to sell and immediately put into production, regardless of the company’s existing product positioning and consumer groups. Positioning, short-term sales, do not consider long-term business development plans. However, contrary to expectations, closed, short-term operation results are often rapid development of lighting products system, there is no obvious business line, which fell into a vicious circle of low-level vicious competition, resulting in huge waste.

Diagnosis: If the plan within a year is regarded as the business strategy of the company, strategic planning is used to solve the development of the company for 3 to 5 years. Obviously, one is the immediate development and the other is the long-term operation. The so-called “difficulty” is that many lighting companies only focus more on short-term marketing performance in their operations, rather than focusing on how many companies are producing lamps of the same style during this period. Their output How big is it, and what kind of long-term plan should you do in the face of this market situation? How high can my sales target be? Once the same supply of lights is in large supply, vicious competition measures such as price wars and customer warfare will follow. Because the decline in product sales will cause shrinkage of refunds and a vicious circle, companies are increasingly trying to fish back in the short term. Therefore, more attention is paid to short-term behavior.

Price Predicament Symptoms: Dealers are becoming more and more sensitive to lighting wholesale prices. Manufacturers are desperate to keep prices down and retail prices remain high, affecting sales. The profit space of lighting companies is mainly concentrated in the hands of dealers.

Diagnosis: When prices become a means of competition, it is logical to rely on new goods to win profits. It is impossible to control the terminal price so that the price departs from the market positioning. The core issue is the manufacturer's waiver of marketing efforts.

R & D difficulties Symptoms: Lighting R & D personnel is actually a style designer. However, one of the designer's important tasks is to “plagiarize”. The boss must watch the designer's face to eat. In this way, the designer often “eats something”.

Diagnosis: This phenomenon is most prominent in non-standard lighting companies. The core problem is that the competition among enterprises focuses on lighting products. When companies take a part of the design investment and put it into the brand and marketing construction, they suddenly find that "it could have been better."

In addition, there are other difficulties that will not be described in detail here. In short, no market is unchanged. Only the changes in the market are constant. Lighting companies in the marketing dilemma will be gradually resolved, and the new predicament will appear, the above difficulties are only a summary of the past problems in the first line of marketing, may have some inspiration for lighting companies. At the same time, we must clearly see that the competition in the lighting industry is becoming increasingly fierce, especially in lighting and marketing.