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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 China's 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 the current situation of the lighting industry is due to the late start of the industry. The brand building needs a long-term process. On the other hand, the lighting production process is simple and the demand is large. You don't have to work hard to build a brand, you can also get good market performance.
If you go into any lighting city, you will find that the lighting brand is very complex, and there are too many lighting companies that claim to be brands but not true brands, but instead cause confusion in the industry without brand. I walked around the lighting market, and there were a lot of brands like Red Rain, Baroque, and Shengyuan. But I have never heard of the names of these brands. I don’t believe that I am a lighting brand. It's not as good as where I go, where I see it, which one is good to buy. In the lighting exhibition hall of Yuquanying Building Decoration City, Ms. Chen, who is selecting crystal lamps, believes that the current lighting industry is the most chaotic and the water is the deepest. Even the lighting companies that make big brands often lose many customers because of the single product.
Tian Min said that there are many types of lamps, and there are only ten kinds of lighting fixtures. Unlike furniture and cabinets, there are only three or four types. Therefore, most enterprises can only specialize in one type of products due to their limited capabilities, and the decoration of the room. Lamps that require various types, such as chandeliers, table lamps, fluorescent lamps, lanterns, etc., are often not covered by a manufacturer. According to the editor of Jiuzheng Building Materials Network, consumers still think that the use of lamps is mainly focused on decoration, and lighting is just 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.
Lighting brands fall into the development cycle