Be alert to LED lighting channels

In 2014, Ops Lighting's net profit amounted to more than 28 million yuan. In 2015, NVC sprinted 10 billion yuan. In 2016, Mullinson lighting will have to achieve 1 billion from 0, Philips lighting will increase by 300 million, and flying sculpture lighting will increase from 300 million yuan. 1000000000……

In 2015, lighting channel brands have added more than 2 billion flower lantern sales, which means that they will close down 100 lighting companies with a scale of 20 million. Everybody counts fingers and counts. How many families should be closed down? How many OEMs should "fly up"? When the lighting companies are forced to retreat from the arena, brand giants are celebrating!

In fact, as early as in previous years, lighting brands began to enter the lighting industry, but they have not been favored by the industry. The reason is that lighting and lighting belong to the category of lamps but their supply chain, production design, marketing promotion and even after-sale Services have different genes. This makes the lighting giant into the lantern, more like playing "business", that is, the use of channels and brand resources, through the integration of lighting products to capture the market, so many products are OEM rather than homemade. Since the lighting giants are limited by their own “scale and unification” system, it is difficult to match with lighting personalization. Why has there been such a big impact on lighting companies in the past two years?

When an era comes into stress on product scale, market size and brand awareness, then big brands will usher in its outbreak, and small and medium brands will become increasingly difficult to survive. The so-called time hero! The generation of "heroes" depends on the era in which they live, and today is the era of the brand.

At the upstream factory level, after several decades of development and precipitation, the lighting field has basically established a brand competition structure, in which the brand giant has a wealth of product lines, strong manufacturing capabilities, a strong market development capability and a huge ability to digest products. Taking NVC as an example, as of June 30, 2015, NVC has a total of 3,437 stores, of which the provincial capital city coverage rate is 100.0%; the prefecture-level city coverage rate is 96.8%; the county-level city or county-level city coverage rate is 65.9. %; town and town coverage is 2.3%.

In contrast, in the field of domestic lighting, many companies create single-chance titles for a certain category such as Chinese-style lamps, new Chinese, American, small American, post-modern, and new European styles, and some of them have evolved into brand stores such as Huayi. Qi Long, Jin Da, Bao Hui, New Terri and so on. However, the huge costs of R&D, design, logistics, promotion, and terminal image display behind brand stores are not affordable to ordinary SMEs. Therefore, despite the fact that there are more than 28,000 lighting related brands in the town, there are less than 2,000 lighting brands that can be exposed to end consumers, and fewer than 200 are displayed through branded store systems. Lighting brands are comparable.

At the dealer level, under the new business environment, many “masters” who used to fight fists have lost their “housekeeping skills”, creating a sense of unfamiliarity and uneasiness to the market at night. For lighting dealers, even the "old lamp man" who has operated for many years feels that he is increasingly ignorant of lanterns and starts to become more and more tired. At this time, if he can rely on the brand, he will stand higher on the market. To make judgments, it is a matter of happiness for manufacturers to share risks.

At the consumer level, consumer groups after the 80s and 90s are rising. They are more willing to spend money, prefer online shopping, and more recognized brands. In the past, when information was blocked, in the eyes of consumers, “what brand does the merchant recommend, then it is the brand?” Now that information is transparent, the right to speak for the business is reduced. The brand is not only information promotion, but also the recognition of products and services, and this depends on the Work together with vendors.

In the era of branding, the strong are stronger and the weak are weaker. In this context, many second- and third-tier lighting brands are forced to either increase their product lines and enlarge channels, or become OEM manufacturers of lighting brand giants. Then face the lighting giant channel "big sweep", lighting brands go from here?

In this context, when a large number of lighting brands rely on the platform of the store, under a reasonable profit and rent, to achieve a high degree of bundling of mutual interests, invisible to form a "great coalition body", which has the power of confrontation with the giants, and then in The survival and development in the competition continues, and individual lighting brands are easily eaten by brand giants. After all, it is the opponent that beats you. It is a trend!