Regardless of the industry, the development of the brand has irreplaceable importance, so it must be highly valued.
For a long time, the sales of lamps and lanterns have not been a problem in the eyes of lighting companies. At present, the demand for the Chinese lighting market is quite large, the output value has exceeded 150 billion yuan, the market capacity has exceeded 40 billion yuan, and it is increasing at a rate of more than 10% per year. In direct proportion, the number of lighting companies and lighting distributors is also growing exponentially every year. In Beijing, Shilihe Lighting City alone has thousands of brands of lamps, and hundreds of merchants operate, with annual sales exceeding billions of yuan. Surprisingly, compared with other areas such as furniture, flooring and wooden doors in the home industry, the huge market space of the lighting industry is difficult to form a huge brand effect. There are only a handful of famous brands, and the people do not even buy lamps. Recognize the brand. A survey on consumer buying habits shows that the order of reference indicators selected by consumers is style, quality, service, and brand. “No matter how we improve the store environment or improve the grade of the branded lamps, when consumers really choose lamps, they just use the brand as the last reference factor.†Tian Min, deputy general manager of Shilihe Lighting City, said that this is the lighting industry. The current status quo is due to the late start of the industry, brand building requires a long-term process, on the other hand, because the lighting production process is simple, the demand is large, manufacturers do not need to pay attention to build the brand, but also get good market performance.
If you go into any lighting city, you will find that the lighting brand is very complex. There are too many lighting companies that claim to be brands but not true brands. Instead, it creates a chaotic status of “no brand†in the industry. "Walk in the lighting market, a lot of brands like Red Rain, Baroque, Shengyuan, etc., but I have never heard of the names of these brands. I don't believe in the brand. I am not as good as myself. Where to see where, which is good to buy which.†In the lighting exhibition hall of Yuquanying Building Decoration City, a lady who is choosing a crystal lamp thinks that the current lighting industry is the most chaotic, and the “water†is the deepest. “Even if the lighting companies are made up of big brands, they often lose a lot of customers because of the single product.†Tian Min said that there are many kinds of lamps, only there are more than ten kinds of lighting fixtures, unlike furniture and cabinets, there are only three or four. Therefore, most enterprises can only specialize in one type of products due to their limited capabilities, while the decoration of the room requires various types of lamps, such as chandeliers, table lamps, fluorescent lamps, lanterns, etc., which are often not covered by a manufacturer. More importantly, the consumer's use of the lamp is still considered to be mainly focused on the decoration, and "illumination" is only its original function. Therefore, the styling lamps are very popular, and the design of this styling may be a lot of manpower and material resources for the big brands, and the imitation is extremely easy, which causes large enterprises to be unwilling to invest heavily in this aspect. This creates a special strange circle: NVC's famous brands such as NVC, Panasonic, Langen, etc. are very good in quality, but they are often stupid and stupid in style, and it is difficult to attract the hearts of fashion consumers; even personal blog sales The lamps that are not branded, have no trademarks, or even small factories that do not have a certificate of conformity are popular because of their unique shape, novel style and low price.
Although many lighting companies are aware of the importance of the brand to the development of the enterprise, once they touch the three necessary conditions of “long brand building processâ€, “not negligent service†and “product innovationâ€, they will be discouraged and turn to thinking. How to make money quickly. To this end, many lighting companies focus on production, expanding sales channels through dealers and agents. If you have the strength, you will go to a TV station to advertise. If you don't have the strength, let it go, and take a step. “Building a brand is not only effective for several channels and distributors, but also whether the manufacturer pays attention to it.†Chang Yi, secretary general of the Beijing Lighting Association, said that if the manufacturers are indifferent to the brand, the downstream dealers will certainly not Go to worry. Many dealers in the lighting industry lack loyalty to the manufacturers. If they sell well, they will continue to sell them. If they sell well, they will not sell them again. Tong Bu, the president of the home lighting company, known as "China's most competitive crystal lamp company", once said that "loyal dealers are just like their own children, and it is difficult to cultivate." The lighting in the south is famous in the South, because there is no suitable agent in Beijing, it is difficult to spread in the Beijing market so far, compared with its momentum in the South, it is inferior.
Many companies are reluctant to cooperate with dealers to carry out various marketing activities in the local area, and support for terminals is not strong. “Chang Yi revealed that the association generally adopts the principle of voluntary participation. If the headquarters does not support, the dealers cannot fully participate in the activities. Chang Yi believes that some lighting brands are very good for the terminal. Support, willing to take various channels to promote the brand, but the propaganda method is not scientific, the effect is not necessarily very good. NVC lighting in the CCTV mammoth advertising has spent 10 million yuan to sponsor the film "Confucius", set off in the industry "NVC "Cyclone". Another lighting company named "Sunshine" is very famous in the industry. Its energy-saving lamps are highly praised by the government and advertised in CCTV, but the people know that it is not much because the steel is not used. On, "Specialty picks when people go to work at 90 o'clock to advertise, can have any effect." The lighting industry has thousands of brands to compete together is the norm, but the future will certainly change, some big brands will eat small brands . Tian Min believes that as the brand awareness of lighting companies is gradually strengthened and the industry maturity is higher, some small and medium-sized lighting enterprises will face mergers or reorganizations. After this elimination, it is the real lighting brand that can be seen. The key to brand development.
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