In recent years, specialty stores, lighting supermarkets, logistics centers and lighting hypermarkets have been on the rise, sales channels have become increasingly diversified, and more and more companies have begun to focus on terminal network construction. In the past, the simple warehouse transfer business model has been faced. The impact of the market.
As one of the top ten lighting markets in China, Linyi Wholesale Lighting City has reduced its distributors by nearly 30%; Chengdu Jiuyanqiao Lighting Wholesale Market is less than 30% due to the rise of local markets; Jiangsu Changzhou Zou District Lighting The number of wholesale city merchants has been increasing, and the number of new and old lighting city merchants has reached more than 700, but the purchase of customers does not increase or decrease; in Guangzhou, 75% of the lamps are purchased from the ancient town factory, and many engineering merchants also get goods directly from the manufacturers. . Most of the goods obtained from wholesalers are hardware stores that sell lighting, or distributors who are temporarily out of stock.
There are currently five professional or comprehensive lighting markets in Hangzhou, with a total of more than 480 merchants. There are not many merchants in Hangzhou that are mainly wholesale-oriented. In recent years, the development of the logistics industry in Guzhen and the implementation of payment on behalf of the company have brought convenience to distributors in various cities, especially the continuous improvement of the wholesale market in Zouqu District, Changzhou, Jiangsu, which has impacted the operation of local wholesalers in Hangzhou; The marketing model, such as the rise of specialty stores and enterprise logistics centers, has faced great challenges for local professional wholesalers in Zhejiang.
Six years ago, Weiguangyuan was known as a wholesaler and a light pipe by dealers all over Zhejiang, and became a leader in the wholesale industry. According to Shen Weiyang, the person in charge of the store, in recent years, with the continuous improvement of people's consumption level, the renovation of old cities has increased, and Weiguangyuan has begun to turn to wholesale high- and mid-range commercial lighting and engineering lamps. Weiguangyuan has an existing warehouse area of ​​2,800 square meters. The operating brands include “Sanxiong? Auroraâ€, “Xingyunâ€, “Zhenhuiâ€, “Weiou†and “Jiaosenâ€, and they are all distributors in Zhejiang, wholesale network. Radiation throughout Zhejiang
Product price is the focus of distributors everywhere. As a professional wholesaler, of course, there must be a price advantage. As the market price is more and more transparent, wholesalers can only retain or expand the wholesale network and increase sales volume in the low profit.
Marketing models such as specialty stores have risen in the lighting industry, and there is currently no big impact on wholesalers, as it is rare for lighting companies to achieve secondary markets. If the enterprise can penetrate the secondary market, the wholesaler can extend to the third- and fourth-tier markets. While the enterprise is improving, the wholesaler must constantly improve itself, including hardware facilities and network services. This year, Sunshine Source has built a product exhibition center of more than 100 square meters, which gives the dealers who come to the wholesale a very direct visual effect. In the face of challenges, wholesalers must first do their own network construction, price advantage and humanized service, to be fine and not chaotic, to strive for stability, to establish long-term partnership with distributors around the world, and strive to build themselves. s brand. In addition, it can also be developed in other directions, such as opening a lighting and selling a self-built company.
Since the mid-1990s, Taitong Lighting has become famous for its wholesale home lighting. Whether it is the type of its wholesale products or sales performance, it was praised by the industry as the leader in local home lighting wholesale. According to reports, Taitong Lighting's old store has a business area of ​​350 square meters, with wholesale mid-range lanterns, ceiling lamps, mirror headlights and other home lighting, operating nearly ten brands such as “Sitdanâ€, “Ditte†and “Huaxiongâ€. They are the general agents in the region, and the wholesale network radiates throughout Hangzhou and surrounding cities, accounting for 60% of the wholesale lighting in the local market. The smaller dealers are mainly here, and there are also some new merchants who have just entered the business.
The biggest difference between wholesalers and general merchants is the price, quality and service of the products. This is also the topic of concern for all distributors. With the rise of marketing methods such as specialty stores and lighting supermarkets, as well as the rapid development of logistics in Guangdong; as the price is transparent, the profits of wholesalers are getting thinner and thinner, and it is difficult to retain customers. Cooperation; directly affected by the wholesale market in Changzhou Zouqu, some dealers began to divert traffic to the two places, which brought a certain impact to the local wholesalers, and the market competition is also intensifying. This is also the current many people are not willing to do wholesale. The main reason. In particular, the lanterns, because of the faster styles, in addition to the large exhibition halls and inventory, but also to be good at insight into market opportunities.
Faced with various market developments and trends, wholesalers are primarily providing good products and quality services, further strengthening network construction, increasing visibility and reputation, and driving sales growth. In addition, you can get involved in other business methods. Last year, Taitong Lighting opened a few hundred square meters of retail trading area in the new district of Shenbanlu Lighting Market. It mainly operates high-end crystal lamps and various chandeliers and other home lighting, and its sales performance is also very impressive. Through the visits of the above two, it is not difficult to see that although the current wholesale situation is not as good as before, they are all striving to build their own image, striving for development in the small profits, and gaining the recognition of more merchants with quality and service.
The lighting industry is facing increasingly fierce competition. As a traditional wholesaler, some customers in Linyi Lighting City have begun to lose, and Shandong Linyi wholesalers are also under tremendous pressure. According to reports, the current distributors who purchase goods from Linyi wholesalers are nearly 30% less, and some large-scale distributors, because they sell products in different regions, can unite with each other and purchase them in the form of “chainâ€. The goods, formed a competition with Linyi wholesalers, and caused a great impact on Linyi wholesalers in terms of price. Linyi wholesalers mainly operate a variety of home lighting, industrial and mining engineering lighting and other decorative lighting, operating a full range of products.
Because manufacturers have strong support for specialty stores, and good after-sales service, coupled with obvious brand advantages, wholesalers are at a disadvantage in the competition. Fujian: Fuzhou has only one lighting wholesale market. Currently, Fuzhou has only one professional lighting wholesale market in Southern Lighting City. It radiates the Fuzhou area and the western and northern Fujian regions. There are more than 10 professional wholesalers in the market, including Sanli, Jiamei, Southeast, NVC, and generations. At present, wholesalers wholesale products are mostly non-mainstream products, such as brackets, light sources, ballasts, transformers, etc. Lighting accessories mainly exist in the form of factory direct sales, the price is lower than ordinary businesses, and some are even more expensive than those in ancient towns. It is still low, which is the measure taken by manufacturers to protect the interests of the first-tier dealers in the area. Their main wholesale targets are their own specialty stores, supermarkets and districts and counties where there are no specialty stores or supermarkets in the region. Dealers to the ancient town to purchase goods, mainly into some of the miscellaneous lanterns, ceiling lamps, etc., these no-name manufacturers have not set regional protection measures, or unable to set up stores in the market and professional series wholesale.
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