——The eight key words of the lighting industry in the first half of 2007
"You must either race against time or be eliminated by time." The five months of March-July this year seem to be moving faster than in previous years. It is not the frequency of time beating, but the lighting industry is on the road to growth. During the past six months, there were some key people or things or phenomena, and on this journey, a striking imprint or logo was engraved. Let us review the highlights of the first half of 2007 -
Keyword 1
Crystal lamp and metal halide lamp
Crystal lamps, especially modern crystal lamps, are the most active products in the lighting category in 2007. The number of companies that make modern crystal lamps has increased by nearly 30% within half a year. According to the statistics of this newspaper, there are 3,671 merchants selling crystal lamps in first-tier cities across the country, including 697 merchants specializing in crystal lamps, accounting for 18% of the total. The survey also showed that the three crystal lamp brands of Jinda, Kaiyuan and Oli ranked among the top three in the market share of 285 most competitive crystal lamps; metal halide lamps, especially electronic metal halide lamps and ceramic metal halide lamps It is the category that lighting companies are most concerned about. More than 80% of the more than 50 commercial lighting companies surveyed by this newspaper regard electronic metal halide lamps as a new direction for future product development. These two become the two major focus products in the first half of 2007, and the second half is more worthy of attention.
Keyword 2
Big store
The rise of big stores represents the maturity of an industry, and the industry is on the way to climbing. The rise of the big store represents the birth of a force that is affecting the upstream and even the entire industrial chain. At the beginning of July, the newspaper conducted a systematic survey on dealers over 500 square meters in the first-tier cities across the country and distributors in the top 30 regions.
According to the survey, there are 387 large-scale shops in the first-tier cities of China, with an average area of ​​1,314 square meters, an increase of 90 compared with 2006, and an average area of ​​296 square meters. The number and size of large stores are increasing. From the brand structure of these big store agents, they almost all have some industry leading brand resources. Therefore, they not only have an impact on local small and medium-sized dealers in the same city, but also may control the upstream.
In the early stage of the industry in short supply, the upstream enterprises control the right to speak; in the middle of the industry where supply and demand are balanced, the rights of dialogue between manufacturers tend to be equal; then, in the period of development of supply oversupply, will the right of speech be tilted downstream? This is a game of "control and anti-control" that the industry should pay attention to.
Keyword 3
Restructuring
There are two types of restructuring: one is enterprise restructuring; the other is mode restructuring, that is, mode transformation. In the first half of this year, many companies have transformed the marketing model, which is a phenomenon that many people may not have discovered. At the beginning of this year, Langneng Electric set up a new model of “Headquarters + North and South Districtsâ€. The South China District Control Department is located in Guangzhou R&F Yinglong Building, and the North China District is located in Beijing, which is divided into autonomy. For local operations, we also advocated the operation center + community agency system, and divided the three major industries of ventilation, lighting and electrician into one office for unified management and operation. In April, Benbang Lighting also transformed the provincial-level logistics model into Small-area agency system, all key marketing personnel went to Hunan at the end of May to unveil the first act of restructuring.
If the transformation of the marketing model between Langeng and Benbang is only a case, the channel transformation of Foshan Lighting may be more telling. Foshan Lighting is planning to open a store in the country to strengthen the image of the brand terminal. Whether it is Langeng, Benbang, Foshan Lighting, or a company that is undergoing a model change, their transformation of the channel all indicates their competition for and possession of effective resources of the terminal. They understand very well that only by mastering the terminal can we grasp the future.
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