Lighting products prices high market to be purified

Lighting products prices high market to be purified The proportion of lighting in decoration consumption is increasing, and lighting stores are becoming more and more open. Competition has come one after another. However, the lighting market is also facing problems such as unknown brand, high prices, and incomplete marks. The market still needs further regulation. The industry believes that there are many problems in the lighting industry, not only consumers feel very confused, brand companies are also suffering from it, Lighting City, or the trend will be clearly the development of the net price.

Price opacity haunts consumers

Ms Wang, a consumer, saw a floor lamp in Shilihe Lighting City some time ago. The price was more than RMB 2,000. After the discount, it was RMB 900. Two days ago, Ms. Wang accidentally discovered a similar style of lighting, the price is 600 yuan. Ms. Wang is very confused: how deep is the bottom price of the lamps?

On October 18, the Beijing News reporter visited the Shilihe Lighting City and found that many lighting showrooms have played “4.5% off” and “50% off,” and other slogans have attracted consumers. An in-store salesperson said: “Now the lighting industry does not do well. All the lamps and lanterns are currently the lowest discount for consumers.” Some consumers told reporters: “Although the merchant has always stressed that it is the lowest price, but the final transaction price is completely Depending on your bargaining power, it's the same as buying food in the market."

Many consumers said that because they do not understand the price, even if they buy bargains in a physical store, they do not know whether the lamps they purchased are worth the money. Therefore, some consumers are more willing to choose lamps that are intuitive and not too "moisture". In an interview with the media, the person in charge of a lighting store on a website disclosed that sales on the “Double 11” date reached 34 million yuan last year, which is 28% of the company's 2011 annual sales. According to industry sources, the opaque prices of the lighting industry have become the norm. Consumers who do not understand prices can only eat up.

Clear price is a trend

Su Hongmei, general manager of Suiwu Lighting City, said that the low threshold of the lighting industry, the market is relatively chaotic operation, lighting manufacturers authorized a dealer in a store, a price of a store is not uncommon situation. General Lighting Zhu Huan, general manager of Taichang Lighting, believes that most brands also want to be able to clearly price, occasionally a little discount. “Now this is not only consumer confusion, businesses are also very hard to manage.” Bao Quan International Lighting Group Co., Ltd. general manager Wang Quanzhi pointed out that many people once mentioned the lighting industry, it is considered a profiteering industry. "The consumer does not know how hard it is to do the lighting. The most important reason is that the price is not standard," Wang Quanzhi said.

At present, with the real estate home, the Red Star Meikailong and other brand stores have been involved in the lighting industry, the pursuit of standardized services, unified prices will promote the transparency of lighting prices. Su Hongmei believes that in order to protect the interests of manufacturers, distributors and consumers, standardizing the price of transparent lamps will be a trend.

â– Investigation

Sixty percent of consumers buy lamps will be counter-offer Recently, "Beijing News" combined with Sina's home lighting survey questionnaire shows that 64.3% of consumers will buy counters when the counter-offer. Su Hongmei, general manager of Suiwu Lighting City, believes that the lighting industry is still in the development level of furniture and building materials ten years ago. The price is not transparent, and the operation is also relatively confusing.

According to the survey data, only 20% of consumers who purchase light fixtures in a physical store will indicate that they will purchase at a listed price. Among consumers who did not bid at the target price, 50% felt that the actual transaction price was very different from the bid price, and that consumers who had similar prices were less than 30%.

Chen Yansheng, deputy director and secretary-general of the China Lighting Association, said that ordinary household lighting lamps have a wide range of products and are highly competitive with relatively transparent prices. The products known as lighting products, because the individual needs are obvious, and the positioning is relatively high-end, the consumers faced are not very sensitive to the price. However, as more and more consumers who care about prices start using lighting, the price of such lighting is also moving in a transparent direction.

â– Industry sound

The critical period of survival of the fittest ● Tang Yuyu, general manager of Dongguan Baililang Home Furnishing Co., Ltd. From the former lighting industry has been widely positioned as one of the building materials commodities, seemingly reasonable, in fact, is a disorderly consumer market. There is now a brand platform like Home of Honest, which carries out independent actions on the lighting industry. I personally think that in the current industry, directionality and planning are advanced.

The high-end lighting industry has developed rapidly in the past few years, and the era of rapid increase in demand has passed. Now it is more desirable to develop in a harmonious and rational manner with a healthy and steady pace. After all, the competition in the lighting industry is all-encompassing. This is also a crucial period to test the survival of the fittest of the lighting brands. I believe that considering more consumers and listening to the wishes of consumers is the norm that we should face.

Elevation in sales is to meet the needs of immature ● Li Yongfen, general manager of Beijing Cima Group, a lot of consumers buy things, will discuss "I used to buy is a few and a few fold," that the thing to buy low discount is to earn. In fact, there are still some immature psychological needs of consumers, the high price of merchants, selling low prices, but also to meet the market, meet the needs of consumers before they make the decision.

The brand also hopes that consumers will be able to shop around, not only to products but also to prices, and to allow consumers to feel that products are of high quality and low price in order to promote the survival of the fittest. At present, some markets have unified regulations that must be marked with a price, with a minimum of 20 percent. In the future, it is believed that more and more markets will standardize operations and lower the illuminance of lighting prices.

â–  Tips

According to the needs of reasonable allocation of lamps and lanterns in the selection and match, must be a reasonable choice based on demand. For example, a luxury chandelier is generally suitable for a duplex residence, and a simple low-voltage lantern is suitable for a general residence. Crystal chandeliers look exquisite luxury, but require a certain amount of space, the height of the room is also required. The air quality in Beijing is poor. Because the crystal lamp is not easy to clean, it increases the difficulty of daily maintenance.

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