In the era when lighting products are in short supply, lighting companies do what lights, dealers sell what lights, consumers buy what lights; today, products are oversupply, styles are the same, and consumers buy more rational lights, which officially announced that the lighting industry has Step into a new era of consumer demand.
However, in the process of product-oriented and market-oriented transformation, thousands of lighting companies and tens of thousands of dealers have encountered new business challenges, and consumers are confused in the sea of ​​lights. Who will solve their problems? Who can change the status quo? This is a new topic left to the lighting industry owners and the lighting industry. With these confusions about the industry, the reporter interviewed Ding Biwei, the senior marketer of the industry and general manager of Heli Bocheng Lighting Co., Ltd., who also brought us many new ideas and solutions while analyzing the industrial crux.
Market change
Reporter: Ding Zong, how do you think the lighting industry has changed in recent years?
Ding Biwei: In April 2002, there were more than 2,000 domestic lighting sales companies, and there were only 432 lamps in the ancient towns. However, in 2005, the number of domestic lighting companies increased to more than 8,000, and the ancient towns reached 5,000 or so. fast. In just three years, the number of manufacturers has increased by more than 10 times. In the past few years, lighting companies have sold lights almost as much as what they do, and there is no need to think too much about what consumers need. However, since 2006, the lighting market has undergone significant changes: segmentation groups, deep farming areas, new personality products, etc., everyone has begun to pay attention to the market and consumer spending habits. It can be said that the lighting industry has entered a new era of market orientation from product orientation.
Consumer confusion
Reporter: No matter what kind of company and product, consumers are the ultimate subject. According to your research on consumers in the lighting industry, what are their habits in purchasing lighting products?
Ding Biwei: Nowadays consumers have become rational, and lighting consumers pay more attention to lighting style, quality and service. In order to buy the lamp they like, they consult the person who knows the lamp or take it directly for one-time purchase. However, they still have a lot of confusion. In front of so many colorful lightings, which store's lights, which brand of lights are suitable for themselves? Whether the lights they see can be cleverly matched with their own home environment, and the price is reasonable and the service is thoughtful, they have no bottom in mind.
Reporter: Now, among the tens of thousands of lighting dealers in the country, have you found a more feasible way to help consumers complete the lighting purchase smoothly and satisfactorily?
Ding Biwei: Yes, like our chain store, we have done all kinds of service work from the beginning, equipped with lights, filled in the light list, delivered to the door and installed, unsatisfied with unconditional replacement, and timely on-site service. There is a boss named Chen Junmao in the light center in Jiangsu. At the end of the year, he has a very small time in the store. They are all in the community, helping customers with lights, filling out the light table, and letting customers go to the store to confirm the style. Installation, satisfied with the payment. In his surrounding neighborhood, 70% of the owners are his clients, and more than 99% of them are buying all the lights they need at one time. Practice tells us that consumers are recognized by consumers.
Business confusion
Reporter: There is a widespread phenomenon in the business. The store is getting bigger and bigger, the decoration is getting more and more luxurious, the capital investment is increasing, and the risk is getting bigger and bigger. Do you think this is a development trend or an artificial result?
Ding Biwei: In the past two years, there have been many lighting stores across the country, but few of them are truly satisfied. First of all, the changes in consumers' purchasing habits have been purchased from sporadic and batches. Now it is a purchase. It is inevitable for retailers to increase the business category and increase the display area to meet this consumption trend. Secondly, the situational experience The display shows the trend of the whole retail format, and is also a good way to guide customers' consumption. The decoration of lighting retail stores is more and more luxurious, and more and more contextualized, it is also inevitable.
However, it is easy to open a big store, and it is difficult to do it. The operation of a big store and the operation of a small store are by no means a concept. The original business model of a small shop is the most economical and most effective way of doing business, while the big store challenges the boss. The management level and comprehensive ability, the big store is a system, to have a complete industrial chain support, there must be a team support.
Reporter: So what are the biggest confusions of the current business?
Ding Biwei: The investment in the big store has increased, and the risk has increased. However, it does not open a big store. It seems that it is not feasible. There are not many products. Consumers are not coming. When purchasing, more and more products are dazzling. If there is a mistake, buy a non-selling lamp, it will be pressed into the inventory, but without new lights, there is no unique product, no competitive advantage, want to be a designer's long-term business, but there is no feasible The way, it seems that all the businesses have entered the severe winter period. Heli Bocheng has been thinking for two years. Is there any way to increase sales and increase profits while reducing input costs? This is the solution that the industry really needs to find. .
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However, in the process of product-oriented and market-oriented transformation, thousands of lighting companies and tens of thousands of dealers have encountered new business challenges, and consumers are confused in the sea of ​​lights. Who will solve their problems? Who can change the status quo? This is a new topic left to the lighting industry owners and the lighting industry. With these confusions about the industry, the reporter interviewed Ding Biwei, the senior marketer of the industry and general manager of Heli Bocheng Lighting Co., Ltd., who also brought us many new ideas and solutions while analyzing the industrial crux.
Market change
Reporter: Ding Zong, how do you think the lighting industry has changed in recent years?
Ding Biwei: In April 2002, there were more than 2,000 domestic lighting sales companies, and there were only 432 lamps in the ancient towns. However, in 2005, the number of domestic lighting companies increased to more than 8,000, and the ancient towns reached 5,000 or so. fast. In just three years, the number of manufacturers has increased by more than 10 times. In the past few years, lighting companies have sold lights almost as much as what they do, and there is no need to think too much about what consumers need. However, since 2006, the lighting market has undergone significant changes: segmentation groups, deep farming areas, new personality products, etc., everyone has begun to pay attention to the market and consumer spending habits. It can be said that the lighting industry has entered a new era of market orientation from product orientation.
Consumer confusion
Reporter: No matter what kind of company and product, consumers are the ultimate subject. According to your research on consumers in the lighting industry, what are their habits in purchasing lighting products?
Ding Biwei: Nowadays consumers have become rational, and lighting consumers pay more attention to lighting style, quality and service. In order to buy the lamp they like, they consult the person who knows the lamp or take it directly for one-time purchase. However, they still have a lot of confusion. In front of so many colorful lightings, which store's lights, which brand of lights are suitable for themselves? Whether the lights they see can be cleverly matched with their own home environment, and the price is reasonable and the service is thoughtful, they have no bottom in mind.
Reporter: Now, among the tens of thousands of lighting dealers in the country, have you found a more feasible way to help consumers complete the lighting purchase smoothly and satisfactorily?
Ding Biwei: Yes, like our chain store, we have done all kinds of service work from the beginning, equipped with lights, filled in the light list, delivered to the door and installed, unsatisfied with unconditional replacement, and timely on-site service. There is a boss named Chen Junmao in the light center in Jiangsu. At the end of the year, he has a very small time in the store. They are all in the community, helping customers with lights, filling out the light table, and letting customers go to the store to confirm the style. Installation, satisfied with the payment. In his surrounding neighborhood, 70% of the owners are his clients, and more than 99% of them are buying all the lights they need at one time. Practice tells us that consumers are recognized by consumers.
Business confusion
Reporter: There is a widespread phenomenon in the business. The store is getting bigger and bigger, the decoration is getting more and more luxurious, the capital investment is increasing, and the risk is getting bigger and bigger. Do you think this is a development trend or an artificial result?
Ding Biwei: In the past two years, there have been many lighting stores across the country, but few of them are truly satisfied. First of all, the changes in consumers' purchasing habits have been purchased from sporadic and batches. Now it is a purchase. It is inevitable for retailers to increase the business category and increase the display area to meet this consumption trend. Secondly, the situational experience The display shows the trend of the whole retail format, and is also a good way to guide customers' consumption. The decoration of lighting retail stores is more and more luxurious, and more and more contextualized, it is also inevitable.
However, it is easy to open a big store, and it is difficult to do it. The operation of a big store and the operation of a small store are by no means a concept. The original business model of a small shop is the most economical and most effective way of doing business, while the big store challenges the boss. The management level and comprehensive ability, the big store is a system, to have a complete industrial chain support, there must be a team support.
Reporter: So what are the biggest confusions of the current business?
Ding Biwei: The investment in the big store has increased, and the risk has increased. However, it does not open a big store. It seems that it is not feasible. There are not many products. Consumers are not coming. When purchasing, more and more products are dazzling. If there is a mistake, buy a non-selling lamp, it will be pressed into the inventory, but without new lights, there is no unique product, no competitive advantage, want to be a designer's long-term business, but there is no feasible The way, it seems that all the businesses have entered the severe winter period. Heli Bocheng has been thinking for two years. Is there any way to increase sales and increase profits while reducing input costs? This is the solution that the industry really needs to find. .
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