On the one hand, e-commerce is a new mode of lighting lighting marketing. With the rapid development of e-commerce and the performance of home furnishing companies in e-commerce in 2013, more lighting and lighting companies will try e-commerce channels in 2014, but How to balance the contradiction between online and offline and the disorderly management of online prices on the physical store will be an urgent problem to be solved.
1. The lighting industry will continue to maintain a warmer market in 2014 based on the recovery in 2013.
In recent years, the property control policy has not only exerted great pressure on the real estate itself, but also has a certain impact on the lighting and lighting industry downstream of the real estate. In 2013, from the survey of NVC, Philips and some lighting manufacturers, the overall sales situation has not improved to a certain extent in previous years. It is expected that the market will continue to recover in 2014.
First, it will benefit from the continuous growth of China's overall economy. In 2014, GDP growth will decrease slightly from the previous year, but will maintain a growth rate of 7-7.5%. The sustained and steady growth of the economy will drive the increase in per capita disposable income of urban residents. The reduction of the Engel coefficient of urban residents will definitely have a positive pulling effect on the consumption of the lighting industry;
Second, thanks to the process of urbanization, the Third Plenary Session of the 18th CPC Central Committee emphasized that urbanization reform will continue to be promoted. China's urbanization rate was 52.7% in 2012, not only lower than the average level of nearly 80% in developed countries, but also lower than some. With an average level of about 60% in developing countries close to China's development stage, the future urbanization will be a new type of urbanization. Its core task is to “expand the strategic role of domestic demand†and also drive industry growth including lighting. An important factor;
Third, the huge market is just in need. In 2014, it coincided with the traditional “double spring and run the moon†marriage. According to statistics, the marriage logarithm should be between 16 million and 18 million. The huge wedding room decoration needs for lighting. Inevitably increase;
Fourth, this year has been 15 years since the implementation of the housing reform in 1998. A large number of housing reforms in the past year have ushered in a small peak for housing replacement or reloading. Therefore, in 2014, the home improvement industry and the lighting industry will surely usher in a new wave of growth. ;
Fifth, the real estate market will also be more active than the previous two years. On the one hand, the property tax will be close to promote the second-hand housing transaction, and on the other hand, the land transaction in the first- and second-tier markets will rise sharply in the third and fourth quarters of 2013, and there will be 2014. A large number of new discs opened, improving supply and demand and alleviating the pressure of rising house prices.
From the above aspects, in 2014, for the lighting industry, it will definitely be a year of growth.
2. Transformation and upgrading of industrial clusters.
The lighting lighting industry clusters including Zhongshan Zhongshan, Fujian Xianyou and Jiangxi Southwest Kang are all quietly completing their own transformations. Enterprises that operate solely in the production and export mode will become more and more difficult to develop. The local government participates in and leads the regional industrial economy. It must be transformed and upgraded from the original extensive production. On the one hand, it supports some excellent enterprises to carry out brand operation, and on the other hand, measures such as establishing an e-commerce platform to push enterprises to the market front. It will be a big concern in 2014.
3. Brand enterprises will increase the promotion and promotion of the market.
Some enterprises have increased their promotion efforts in the context of a good market, and increased sales and market share. Some enterprises are fighting back in the fierce market competition. In order to survive, in order to maintain their positions, some enterprises are accelerating the expansion of the network. For whatever reason, the lighting and lighting companies will increase the intensity and frequency of promotion and promotion. In 2014, for lighting and lighting enterprises, the market competition will be more intense.
4. There will be more brands participating in the second and third tier markets.
In recent years, with the fierce competition of lighting and lighting in the national primary market and the rising cost of rent and manpower, more and more brand enterprises have begun to sink channels and regard the second and third tier markets as their development goals. Sichuan lighting and lighting enterprises represented by Quanyou, Shuanghu and Lantern Pearl have been deployed in the second and third tier markets through years of market operation. Gujia has also accelerated the position of the third-line market. Red Star Macalline and Real Home have accelerated. The layout of prefecture-level and developed county-level cities. In 2014, the acceleration of channel sinking in the lighting industry was an important development trend.
5. The brand will speed up the process of panning in the fierce market competition.
The competition in the industry is inevitable. Any lighting and lighting brand that insists on integrity, quality, innovation and true feelings will survive in the big waves, and market opportunities are everywhere. From the perspective of industry development cycle, the lighting industry is still in the growth stage. It has the characteristics of “big industry, small enterprise, low market concentration, heavy sales and light brandâ€. The standardization of industry is an inevitable process of industry development. The industry will also accelerate the reshuffle of the industry, and truly powerful companies will not only survive but also accelerate development. This phase lasts for at least five to ten years, and a group of weak and poorly managed companies will withdraw. Especially in the field of lighting segmentation, the differentiation of brands will become more and more obvious.
6, the alliance promotion will still be an important form of promotion.
Due to the lack of single-brand concentrating ability, in 2014, whether it is organized by the lighting store, spontaneously organized by various brands or organized by the media or professional companies, the brand alliance promotion will be an important form of lighting promotion, but the organization The form will be more innovative and tangible in promotion.
7. There will be more enterprises trying e-commerce channels, and there will be a large number of enterprises that originally made e-commerce exit.
On the one hand, e-commerce is a new mode of lighting lighting marketing. With the rapid development of e-commerce and the performance of home furnishing companies in e-commerce in 2013, more lighting and lighting companies will try e-commerce channels in 2014, but How to balance the contradiction between online and offline and the disorderly management of online prices will be an urgent problem to be solved. At the same time, due to the lack of experience in the operation of e-commerce, plus logistics, installation, after-sales and other links The lack of functions, there will be a large number of original lighting companies to do e-commerce exit.
8, customization will become a service means launched by many companies.
The individualization of consumer demand has spawned a lot of “customization†of lighting and lighting companies, and some companies have even played the concept of “full house customizationâ€. Although the customization is very good to meet the difference between the space difference used by the lighting and the user's individual needs, but for the lighting and lighting manufacturers, the road to customization is not a good one. The ordinary production enterprise transforms the customized enterprise or adds custom projects. Need to enhance the customization of the professional team (including production, design, scale, consulting and other positions) and strengthen professional team awareness. The team's experience and combat effectiveness determine the development of custom companies, so each company has to weigh its own capabilities, is it enough to support the professional customization to meet the individual needs of consumers, but whether it is really capable of promoting customization or as some A gimmick of corporate promotion, in 2014, customization will become a hot spot for many lighting and lighting companies.
9. The strong expansion of large-scale home stores has brought impact to the original lighting and lighting stores in the region.
The five stores in the Oriental Homes closed, and Wang Linpeng, the president of the Real Home, announced that the beginning of 2014 is still the expansion year of the leading home brands in the home market. In addition to continuing to expand the national market, the company will deepen the capital market and open four new stores. . The newly opened Guanzhuang store, the octagonal store and the squatter lighting city north fifth ring store are all the old stores after the closure of the Oriental home, and the new store settled in Daxing will establish the home of the home in the suburbs of Beijing. Actually, the company plans to open 25 stores in 2014. Red Star Macalline also accelerated the pace of opening stores to the second and third-tier markets. Therefore, in 2014, it was a rare expansion year for large-scale home chain stores, accelerating the expansion of the market, accompanied by these large home chains. With the expansion of the store, the original regional home stores will be greatly affected, and the channel integration and terminal integration of the lighting and lighting industry will also intensify.
10. The market share of environmental protection lamps will increase.
“Environmental protection†will become the mainstream trend in the lighting market in 2014. China's lighting is a market with rapid growth and great potential. The market sales have occupied half of the lighting industry. Lighting lighting mainly includes fabric lighting and lighting. Due to the advantages of environmental protection and durability, luminaire lighting has become more and more popular in the market and has gradually become a consumer trend. The lighting of cloth lamps is recognized by more and more consumers with its rich colors, softness, comfort and individuality. In 2014, the lighting of lamps will reach a new development level.
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