East China Lighting Six Markets Survey

As one of the most developed areas in China, East China has always been regarded as a domestic economic indicator. Then, in the first half of this year, when the domestic lighting industry is in a state of depression and depression, what will the performance of the East China region be? According to the survey conducted by the newspaper, although East China failed to stand alone in the general cold market environment, it also has a lot of highlights.

Stores gather popularity as a matter of urgency. Looking at the entire lighting industry in the East China region, the overall market sales in the first half of this year was weak, and the supermarkets were significantly weaker. Passenger traffic dropped significantly compared with previous years. Especially in some newly opened stores, gathering popularity has become their top priority.

The stores in Suzhou responded to the lukewarm market with a positive attitude. On the one hand, they upgraded the image of the store by redecorating and on the other hand introduced new marketing models to increase sales. For example, East China Electric City will renovate the public access and improve the shopping environment; Zhongxiang Appliance City will establish a promotion platform for merchants to facilitate business activities; East China Decoration City and Oriental Decoration City will hold a group buying event to increase the popularity of stores. At the same time, Hangzhou's New Era Decoration City and Angel Lighting City also carried out partial renovations to enhance the image of the stores.

Although the market is relatively lukewarm, the stores in Fuzhou have chosen to actively deploy in the reverse market. At present, the investment of Red Star · McLaren is full, and actually the home is also actively preparing for investment. The strong involvement of new stores completely ignores the problem of lack of popularity. Relevant person in charge introduced that in advance of entering the field, after 2-3 years of precipitation, popularity and popularity will increase accordingly.

In Shanghai, with the rise of new stores, the old store's site has gradually shrunk. The Jiuxing Market was originally planned to be a lighting boutique on the third floor, but it has now been changed to the glass and antique industry stores. The home decoration lighting site is also shrinking. Many lighting businesses have moved from the third floor to the fourth floor, and the number of merchants is decreasing. .

The business market is cold and actively changed. Despite the sluggish market in the first half of this year, the businesses in East China are still optimistic. They have taken the initiative to attack and use practical actions to reverse the downward trend in performance.

Shanghai, Shanghai Starlight Lighting Co., Ltd. dominates the Jiuxing Wholesale Market. In the homogenization of products today, Shanghai Starlight Lighting has opened up its distance from its peers through price advantages; Shanghai Jingcun Lighting relies on mature market operations, coupled with strong local publicity and promotion campaigns, and has a well-performed performance; In the cold case, some merchants have moved to e-commerce and made good achievements through online sales, designers and other channels.

In Shandong, Liang Mei Jia performed the most eye-catching performance. At the same time, Liang Mei Jia Linyi shop is convinced that "Lengmeijia only sells the best lights." At the same time, they have done enough work in the overall service environment of the store. All customers who enter the store have received warm reception, such as watching the lights and enjoying free drinks. In terms of channels, Liang Mei Jia not only opened large-scale chain stores in Jinan, Linyi, Weifang and other places in a chain manner, but also was comparable to NVC in the sales network of terminal counties in northern Jiangsu.

In Hangzhou, a group of outstanding merchants such as Shengding Huaguang Lighting, Jingjingjing Lighting, Hongxing Lighting, Guanghua Lighting, Longtong Lighting, Jingliang Lighting, Zhengda Lighting, Achao Lighting, New Times Lighting, and Huahao Lighting emerged. Has its own business ideas, using services to win customers, and continue to integrate the local brand resources and customer resources, while also optimizing the internal management and terminal services.

Suzhou, Xintianli lighting performance is the most active. Xintianli Lighting through the upgrading of storefronts and updating products, using group purchase, community promotion, pioneering invisible channels and other ways to take the initiative to attack the market; Mingdian lighting and artistic lighting to expand and optimize the team building; Jiajia lighting is the initiative to change the sales channels, Combining engineering and home, expanding business scope and realizing walking on two legs.

Fuzhou Shuangfu Lighting Co., Ltd. opened another way. Through the team of designers, the sales volume was greatly activated. So far, the sales volume of Shuangfu Lighting has increased by more than 30% year-on-year. Like Shuangfu Lighting, MasterCard Lighting also has its own team of designers who use the team of designers to occupy the high-end market share.

Commercial lighting San Xiong · Aurora multi-channels simultaneously Although the performance of the property market was sluggish this year, it has not been much affected for commercial lighting relying on engineering channels. In the first half of this year, NVC lighting, Sanxiong Aurora, Sidon lighting, lighting products, Shanghai Yaming, and Mingpai lighting shine in East China.

Mitsuo Aurora is relying on its own brand influence to get water in Hangzhou. According to Zhang Yong, the general manager of Hangzhou Xunfei Lighting Co., Ltd., the three male Aurora agents introduced that in the first half of this year, Sanxiong Aurora’s sales volume increased by more than 20% from last year. In Suzhou, on the one hand, Sanxiong Aurora promotes the display of terminal products on the one hand, and on the other hand, it continues to refine the market by developing distribution and through marketing conference activities and integrating designer resources.

NVC Lighting's performance in the local area is also very eye-catching, on the one hand, through the promotion of store image, continuous promotion and other means to promote sales; on the other hand, vigorously develop the distribution channels, in the engineering and retail areas to achieve double-fight. The lighting in Weifang is also excellent. With brand advantages, it crosses into the engineering channel of the Qingdao market.

Energy-saving light sources focus on channel intensive cultivation Although the dark clouds of raw materials such as fluorescent powder have not yet been dispersed, many brands of energy-saving light sources are still strong. With the help of the “energy saving subsidies”, Philips, GE, Osram, Sunny Lighting, Shilin Lighting, Companies such as Qiyi Lighting, Comin Lighting, Shanghai Luyuan, Shanghai Baodi and other brands took the wind and waves in the East China market.

Sunshine Lighting has accelerated the construction of domestic sales network this year, and has been intensively working on projects and traditional channels. Shandong market outlets have increased by 20% on the original basis, and sales volume will also increase by 30% on the basis of last year. It is estimated that by 2013, Sunny Lighting will break through the sales mark of RMB 100 million in the Shandong market. Promotion is still one of the most powerful weapons in the market. Philips in Shanghai, Suzhou and other cities through a series of promotional activities and community promotion, and achieved good results.

Home Lighting Collective Power Huadong Market In the first half of this year, Ops, Midea, Delixi, Haohao, Guanhua, Nature, Bailitong, and Odile were active in East China. In particular, Ops, Hao Hao, Guanhua, Nature and other brands, not only in the 3-5 months held in Shandong North Jiangsu dealers meeting, and launched dozens of new home lighting products.

Opel Lighting is very strong. On the one hand, it increases the delivery of advertisements; on the other hand, it participates in large-scale group buying conferences, and at the same time, it carries out large-scale promotions, community promotion, conference marketing and other means, which drastically increases performance. The United States lighting through the hardware channels and ordering, crazy opened stores and other means to expand the local brand influence. Shanghai Luyuan is also actively increasing terminal sales capacity, and has upgraded from a monopoly area to a specialty store in Qingdao.

Electrical outlets staged a battle for terminal outlets. Compared with other regions, consumption levels and brand awareness in the East China region are relatively leading. TCL Legrand, Schneider, Simon, Siemens and other international brands lead the electrical industry, while Delixi, Chint, and Lonergy. Brands such as Futian, Futian, ABB, Bull, etc. performed relatively well.

For TCL Legrand and Schneider, the laying of outlets is the focus of their work in the first half of the year. At the same time, they also continued to increase brand influence and sales through conference marketing and promotions. Shanghai Siemens Electric Co., Ltd. introduced e-commerce, with initial monthly sales exceeding 30,000 yuan, and maintaining a certain monthly growth. Zhengtai Electric's use of building materials to the countryside has not only greatly increased brand awareness, but also introduced a series of new plug-in products. Home lighting pays attention to the integration of channels in the downturn of the property market, with the greatest damage to home lighting. However, the performance of home lighting in East China is beyond people's expectations. Jinda Visahua, Swarovski, Kaiyuan Lighting, Baohui, Qilang, New Terri, Knock, Longing, Wisdom, Bestech and other brands performed most actively.

In the high-end home improvement lighting of Linyi, Jinda Visahua has maintained its position as the first brand for a long time, occupying the overwhelming share of the entire high-end market. On the one hand, it has enhanced the image of its stores; on the other hand, it has integrated market resources and used new products to open the door to the market. . Kaiyuan Laimei Crystal Lights has firmly controlled the Shanghai home lighting market through designer channels, engineering channels, and organizing designer visits.