2007 primary market ceiling lamp survey report
　 As the most popular and best-selling home lighting products in the field of lighting, ceiling lamps have always played a leading role in the lighting market, and are the iconic products of ordinary families from simple lighting consumption to functional lighting consumption. Therefore, grasping the dynamics of ceiling lamps is equivalent to grasping the evolution of the Chinese consumer market from simple lighting consumption to functional lighting consumption.
Grasp the market overview of the ceiling lamp
　 The survey involved 34 major cities such as Lhasa in Tibet, Haikou in Hainan, and Urumqi in Xinjiang, including domestic capital cities, municipalities, autonomous regions, and Linyi in Shandong, Wenzhou in Zhejiang, Changzhou in Zhejiang, Qingdao in Shandong, Ningbo in Zhejiang, Shenzhen in Guangdong, and Dalian in Liaoning. The city basically covers the primary market of China's lighting and lighting industry. It has surveyed 185 professional markets (including the lighting market, the building materials market for lighting and large-scale shopping malls), the operating area of ​​14461 lighting dealers, and the types of ceiling lamps. The business format, business conditions, sales growth, fashion trends, best-selling brands, problems and confusion were investigated. Among them, 8,170 merchants operating ceiling lamps, accounting for 56.50% of the surveyed merchants. Among the merchants operating ceiling lamps, 1,133 merchants specializing in wholesale ceiling lamps, accounting for 13.87%; 3,489 merchants specializing in retail ceiling lamps, accounting for 42.71%; and 3,548 merchants operating in batches, accounting for 43.42%.
　 Judging from the results of this survey, the primary market for ceiling lamps in China's lighting and lighting industry currently has the following characteristics:
　 First, the dealers near the sixth floor operate ceiling lamps
According to the survey results, among the 14,461 lighting lighting distributors surveyed, as many as 8,170 dealers have operating ceiling lamps, accounting for 56.50%. The operating mode of ceiling lamps is still dominated by retail and wholesale and retail. Pure wholesale merchants only account for 13.87%, and the engineering channels are minimal.
　 Second, the national ceiling lamp market sales rose overall
In terms of sales volume, the sales volume of ceiling lamps in the national primary market is bullish, and the national average increase rate is as high as 23%. This shows that the growth rate of the national lighting lighting consumer market is gratifying, people's consumption concept is undergoing major changes, and the lighting industry is promising.
　 Third, the ancient town ceiling lamp leads the market
　 From the point of view of the brand of the ceiling lamp brand, the ceiling lamp brand from Zhongshan, Guangdong has led the domestic primary market. The seven Zhongshan brand ceiling lamps of Op, Huatai, Aox, Langeng, Jihao, Dafeng and Ou Dier are in the market. The top ten market outlets rank among the top ten.
　 Fourth, Opto ceiling lamps dominate the market
　 Among the first-line market ceiling lamps involved in this survey, Oupu ceiling lamps have the largest number of outlets in the first-line market, and are also considered to be the best brands operated by the surveyed merchants. Liangdi is the second, ranking from the third to the first. The top ten brands of ceiling lamps are Panasonic, Huatai, Aox, Langon, Philips, NVC, Jihao, Dafeng and Ou Dier (Dafeng and Ou Dier are tied for the tenth).
Highlighting the top ten puzzles of ceiling lamps
　 The survey was strongly supported by the lighting market and lighting distributors across the country. At the same time, we also learned from the dealers that the following problems and confusions exist in the operation of the ceiling lamp:
　 1. There are too many merchants operating ceiling lamps, and the competition is too fierce.
In this survey, most of the merchants are reflecting too many competitors and fierce competition, which leads to high demand for services and high cost performance, so the business is difficult to do.
　 2 , product counterfeiting is too serious
From the survey, we also found that the phenomenon of counterfeiting in the field of ceiling lamps is very serious. As the most popular and most popular new lighting product, the ceiling lamp is now very serious. Many bad manufacturers have counterfeited regular manufacturers' products, which directly led to the confusion of the ceiling lamp market and increased the disorderly competition.
　 3 , consumer brand awareness is not strong, or put the price in the first place
Because the ceiling lamp products are an iconic product for ordinary consumers, from the simple lighting consumption to the functional lighting consumption, so when purchasing the ceiling lamps, quite a lot of consumers still can not get rid of the past bulbs or sunlight. Due to the influence of the management period, the price is still an important factor for them to consider first, and the brand consumption consciousness is rather weak.
　 4 , the business brand awareness is not strong, the price competition is too cruel, the profit margin is greatly reduced
As a rising sun industry in China, the brand awareness of lighting business operators needs to be strengthened. Many dealers often look at the quantity in the process of operating ceiling lamps, and neglect the improvement of service added value, so many distributions Merchants are trapped in the quagmire of price competition, and the profit margins are shrinking and it is difficult to manage.
　 5 , the market capacity is too small, only for home, sales growth is too slow
Since nearly 60% of the merchants are operating ceiling lamps, in this survey, some merchants reacted that the market capacity was too small, and the sales growth of only home products was too slow. But in fact, the national average growth rate of the entire ceiling lamp is as high as 23%, which is already a rather amazing growth rate. This shows that many businesses are not satisfied with the status quo and are eager to find new breakthrough points to pursue higher growth rates. This trend will undoubtedly accelerate the rapid growth of domestic ceiling lamps and even the entire lighting market.
　 6 , product update is too slow
Many dealers believe that although the ceiling lamps are popular and sold, they are still lighting products. They are not really lighting products, so they are slow in terms of product innovation and style replacement. This is undoubtedly a new growth opportunity for the ceiling lamp industry: there is already a clear demand for ceiling technology in product technology innovation and style replacement. Focusing on these two points can naturally generate new market share or occupy more market resources.
　 7 , product quality is not hard
Due to the large number of manufacturers of ceiling lamps, more business operators, fierce competition in the field, and serious homogenization, the phenomenon of counterfeiting is serious, so product quality problems have become an important problem that plagues businesses.
　 8 , manufacturers do not pay attention to brand promotion
In this survey, many merchants responded that although ceiling lamps are the most popular and most sold lighting products, many manufacturers do not pay much attention to the promotion of ceiling lamps.
　 9 , the factory supply speed is too slow
A considerable number of merchants surveyed reported that the supply speed of ceiling lamps manufacturers is too slow, and some customers need to wait for a certain period of time to arrive after ordering, which brings inconvenience to the business.
　 10 , the manufacturer's after-sales service is not in place
In this investigation, the lack of after-sales service of the manufacturers is also a problem that the dealers everywhere have a strong reaction. This shows that the after-sales service of ceiling lamps manufacturers needs to be strengthened.
　 It can be seen from this survey that the sales volume of ceiling lamps in the domestic primary market has generally increased, and the national average increase rate is as high as 23%. This shows that with the continuous development of China's social economy, the domestic lighting lighting consumption concept is undergoing major changes, more and more consumers have gone out of the pure lighting consumption stage and entered the functional lighting consumption field, so the lighting field is about to usher in a rich season. However, our ceiling lamp manufacturers must pay attention to the following points in order to achieve significant development:
　 First, focus on improving service added value
Manufacturers and businesses must truly grasp the ceiling lamp as a pioneer product like “knocking the doorâ€, and can't think that it is nothing more than a lighting product with dustproof, explosion-proof and soft light. Because consumers who can consume ceiling lamps have basically accepted the concept of lighting consumption from the consumer psychology, at least from the moment they buy the ceiling lamps, they have already gone out of the pure lighting consumption stage and entered the functional lighting consumption stage. Such consumers need only a little guidance or provide quality services, which will become the best buyer of lighting products. On this basis, the sales volume of the ceiling lamps of various manufacturers in the region has increased greatly, which proves that the consumption concept in this region has evolved rapidly, and the real estate and home decoration fields are active, which is worthy of attention and promotion.
　 Second, strengthen their own brand management awareness
When dealers around the world operate ceiling lamps, they should not think that it is the most popular new type of lighting fixtures. Although the sales volume is large, the profit is thin and the brand's focused operation is neglected. Because people who can consume ceiling lamps can take other small lights in a small step. If you let customers who have already walked into their own store to buy ceiling lamps to go to other stores to buy lighting, then dealers should review their own business and service deficiencies. The specific work should focus on strengthening service differentiation and service specialization on the basis of differentiated products, and promote it to the height of creating its own brand, so that it can stand out among many businesses and thus have more Social market resources, development and occupying a larger market share.
　 Third, strengthen differentiated management
The most fundamental thing about differentiated management here is service differentiation. Because product brand resources may not be controlled by the dealers themselves, they are often subject to the brand they represent. Therefore, seeking an excellent ceiling lamp brand and seeking cooperation with excellent lighting companies is only a basis for differentiated management. Under certain conditions, it is best to achieve exclusive agency operation in a certain area, that is, and the agent brand. It is agreed that the same brand may not have other agents or other terms in the agreed area. As a distributor, the most critical and important content of differentiated operations is service differentiation. Specifically, it includes the professionalization, systemization, and personalized service of the service system. Local distributors can plan and execute according to their own market and resource allocation, so as to achieve the goal of no one, and others have to improve. The added value of self-service and the promotion of its own brand image will give priority to the allocation of more social market resources. For manufacturers, in the case of serious homogenization of ceiling lamps and the inability to keep up with technology and style updates, it is also a major issue that must be carefully considered if the service is differentiated with dealers.
　 Fourth, to benefit from technological innovation and style renewal
From this survey, it has been found that the ceiling lamp has entered the market for quite a long time, but the technology and style are very slow to update. This situation, which is feedback from the primary market distributors, provides the R&D reference and market demand signals to the ceiling lamp manufacturers. Therefore, timely investment in relevant research and development work, to achieve technological innovation; strengthen the style design work, to achieve faster styles, more innovative replacement is to seize the focus of the market resources of the ceiling lamp.
　 Fifth, focus on improving the level of after-sales service and win a larger market share with service
Judging from the investigation of ceiling lamps, after-sales service has become a stumbling block that hinders the rapid development of the lighting lighting market. Therefore, strengthening the after-sales service system and striving to improve the level of after-sales service have become the current lighting lighting manufacturers and dealers must face. An important topic. The specific operation can be based on the actual situation of the enterprise, with reference to the "Commodity After-sales Service Evaluation System" (SB/T10401-2006) issued by the Ministry of Commerce of the People's Republic of China on May 12, 2006 to initially establish its own after-sales service. system. You can consult with the newspaper or seek help during the implementation process.
　 Sixth, the competition focus will sink to the prefecture (county) market as soon as possible.
After the investigation of this ceiling lamp, although the sales volume of ceiling lamps in the domestic primary market is generally bullish, from the perspective of the ceiling lamps operated by dealers around the world, the growth of the land and county (city) market as the second and third-tier markets is rapid. The growth rate of some second- and third-tier markets even exceeds that of the primary market. Therefore, the focus of current ceiling lamp competition has begun to sink, and the prefecture (county) market is about to become the latest growth point of ceiling lamp operation.
Editor: China Lighting Network Liu Li