From October to December, the lighting industry generally enters a sales season. This is closely related to the large number of real estate development companies who choose to sell in large quantities at this stage. At the same time, many home decoration projects have entered a climax, so the sales of lamps will also form a peak period at this stage. The "late" refracting lighting industry in the peak season needs to be improved In view of the above reasons, some people in the industry believe that the "late arrival" of this year's peak season has brought certain influence to the lighting industry sales, but to a certain extent, it has also sounded the alarm for the healthy development of the lighting industry. Under the circumstance of tightening monetary policy and continuing macro-control policies next year, the real estate industry is bound to face a watershed, and the lighting industry, which is closely related to it, will continue to be affected accordingly. In the face of such a situation, how should the lighting industry respond? Let us look at the views of these industry insiders.
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However, as the outstanding representative of Zhongshan's characteristic economy, the lighting industry in the ancient town, the sales season that everyone expects is not as scheduled this year. Compared with last year, the number of foreign merchants who came to Guzhen to purchase lamps was greatly reduced. Many lighting companies were struggling to support themselves in a “light†sound. The “late†season in the peak season also became the highest vocabulary in the industry.
So, why is this year’s lighting industry peak season “late� What is the enlightenment behind the late arrival?
This year's lighting industry season is "late"
"As far as I know, compared with the lighting season in the same period of last year, most of the industry's orders in November did not increase, and there is still a downward trend." Ye Weijun, general manager of Mangrove Technology Lighting Co., Ltd. told reporters.
Ye Weizhen introduced that the lighting industry has undergone the precipitation of “Golden September and Silver 10â€. Generally, in November of each year, most enterprises in the industry will usher in a sales peak, orders are constantly, and production pressure is relatively heavy. However, this year's situation is completely different. Many companies' orders did not appear to be a "blowout" in November. The entire market did not present too strong demand, and everything seemed to be unpredictable.
Deng Zichang, general manager of Zhongshan Puer Lighting Appliance Co., Ltd. also said that the lighting industry does have a dim peak season, but in comparison, this year's peak season seems to be a little later. In the interview process, Cao Lihui, general manager of Genji Genyi Lighting, Wen Xiaole, general manager of Masden Lighting, and He Hengjuan, general manager of Zhongshan Guzhen Harmony Electronic Lighting Factory, also expressed the same view. At the same time, the ancient town of Xinxing Middle Road, which is known as the “lighting streetâ€, also shows a “depression†that is not consistent with time. There were no foreign merchants in the whole street, and there was no expectation of bargaining in the lighting facade. Most of the sales staff in the store seemed to be doing nothing and being unhappy. "At this time of the year, it will be very busy." A store lady told reporters.
All of this seems to be conveying a message to people -- this year's lighting industry, the season is "late"!
Multiple reasons for the late season
What is the reason for the lighting industry's peak season this year? This reporter conducted an in-depth interview to understand. Through the summary and analysis of the opinions of many people in the industry and lighting practitioners, the reason for the late arrival of this year's peak season is naturally obvious.
National macro-control policies highlight the effect
Ou Wuxiang, deputy head of the China Building Decoration Association Design Committee and the National “Architectural and Interior Designers Club†leading group, said that despite the large number of real estate projects developed in the early stage of the country, the state has also introduced relevant policies to curb the “real estate speculation†of the real estate industry. The situation of “hoarding land and houses†has emerged, but a large number of houses have been hoarded in the hands of a few people. This has directly caused an increase in the vacancy rate of domestic houses and has a great impact on the sales of lamps.
As Ou Wuxiang said, as early as a few years ago, the state had a series of macro-control policies on the real estate industry, curbing excessive housing price growth and real estate speculation, and indeed brought a lot of changes to the overheated real estate industry, but this Still can not stop the overall development trend of the lighting industry. Until this year, the introduction of relevant laws and regulations on the sale and purchase of second-hand houses and the purchase of second homes, coupled with the unusually hot stock market this year, has led to the shift of investment in many social idle funds, and the real estate investment projects have also stabilized. The volume of transactions has plummeted, and this year the overall consumption of the lighting industry has also stabilized. Compared with the hot situation in previous years, it is natural to be unable to arrive on time in the peak season this year.
Different levels of hidden channels
“We Huayi Group has been actively expanding the hidden channels such as designers while further improving the traditional market channels such as the lighting market. This also provides many new options for our lighting sales.†Marketing Director of Huayi Lighting Group Domestic Business Department Guo Dawei told reporters that as the first batch of enterprises engaged in the production and sales of lamps and lanterns in the ancient town, after years of development, Huayi not only has the advantage that other enterprises in the ancient town can't match in the traditional store, but also expands some hidden channels such as designers. There are also good returns. “In July of this year, we cooperated with the relevant departments of the ancient town government to open the indoor lighting design and product application summit forum with the Shenzhen Interior Designers Association. This is very helpful for building the visibility of our group in the hidden channel of designers.†Guo Dawei said .
Before Huayi Group, Oupu, located in Haizhou, held a designer association in all parts of the country. While steadily promoting the improvement of traditional sales channels, it actively sought new sales channels. In addition, some other well-known enterprises in Guzhen, such as Kaiyuan and Shengqiu, also have their own actions in the expansion of hidden channels. It is understood that in the "late arrival" event in the peak season, relatively large companies such as Huayi, Shengqiu, Kaiyuan, and Op, have not been greatly affected by the enterprises that have made no fuss in the hidden channels. This is somewhat related to the efforts of these companies in the expansion of hidden channels.
Product sales model is different
"This year's Light Expo and Hong Kong exhibition foreign buyers have increased the visit rate, but the on-site transaction volume has not increased much." Gao Yingcheng, general manager of Zhongshan Auswei Lighting Factory told reporters that with the lighting industry The continuous development, the increasing number of homogenized products, the wider choice of products, and the increasing rationality of many buyers, even if they participate in the light fair, they only collect the enterprise data and compare them before placing orders. The situation of on-site transactions. This situation has also directly led to a reduction in the volume of orders from many companies, thus making the originally busy season "late".
There are also many people in the industry who believe that there are too many companies in the ancient town who only know how to sit in the "home" and do not take the initiative to find customers to sell their products. Even the annual lighting event has not brought much to some enterprises. The practical significance, then in the current market is affected by various aspects and relatively sluggish, naturally the business is cold, complaints.
Product homogenization is seriously lacking in market competitiveness
HSS, the chief planner of HS Marketing Planning Studio, said that many companies and businesses in the industry have kept their eyes on market competition, only knowing that they will seize the market by continuously developing new products, and the technical content of the whole industry is not high. The fact that most of the new models are only simple changes in appearance and materials, the consequences of serious product homogeneity and relatively low market competitiveness will inevitably be reflected in terminal sales.
Huang Zihong, manager of Tongji Technology Lighting Marketing Department, told reporters that there are many reasons for the “lateness†of the lighting industry during the peak season. Whether the company’s own operation mode and subordinate dealers can effectively integrate, the dealers’ understanding of the market and sales channels will affect. Sales of products. In addition, whether the company's own brand has competitive strength in the market is also one of the main reasons for poor sales.
It is imperative to change business ideas and models
"We must change our business ideas in a timely manner. From 'sitting business' to 'trading business', changing the business model of sitting in the home and other business, we should take the initiative to find customers." Guo Dawei, director of marketing of Huayi Lighting Group's domestic business unit, told reporters In the transformation of management, we must also deepen the channels and make a fuss about the depth and breadth. Under the premise that the market in the first-tier cities has become saturated, it is possible to consider reducing the amount of products placed in these places, and even considering withdrawing some markets. At the same time, pay attention to some of the better-developed second-tier cities and other cities. Although the overall economic strength of these cities is far less than that of big cities, development opportunities and development prospects cannot be ignored.
Increase the expansion of hidden channels
“While building and perfecting the sales channels of traditional lighting stores, we must actively look at some large enterprises and make fuss about hidden channels. For example, develop some engineering projects, home improvement companies and commercial lighting chain stores.†The masterpiece told reporters that with the constant conversion of people's consumption patterns, the importance of designers is becoming more and more important when choosing lighting products. The timely and appropriate advice will directly affect the final purchase of end consumers. And if you can take some large-scale engineering projects, in addition to considerable economic profits, the indirect advertising effect is even more incalculable.
Improving market competitiveness is the key
Hess, chief planner of HS Marketing Planning Studio, believes that although the focus of competition cannot be on product entities, it is the product itself that ultimately participates in market competition. Therefore, enterprises must actively improve the quality of products, and can also appropriately develop some energy-saving and environmentally-friendly products that respond to the national policy call, while actively raising service awareness and enhancing brand competitiveness. "Only if the market competitiveness of enterprises is effectively improved, there will be no absolute peak season," said Hess. 