After the glorious period of 2007-2008, especially at the end of 2008, the lighting industry in the local counties of Jiangxi has a strong business, and the provincial capital business is even more prosperous. Dealers went to the provincial capital to collect the goods on behalf of the busy scene. If the lamp distributor entered the lighting industry in 2008, it just happened to catch up with the most glorious period. At that time, many lamp distributors in the building materials market said that the economic crisis that year mainly affected foreign countries and had little effect on our domestic market.
But in 2009, this peak season slowly began to subside, and turned into depression. In the depression period, the industry will slowly enter the shuffle period, but this process is very slow.
Difficult three years
At the end of 2009, I conducted an in-depth investigation in the building materials markets in Fuzhou, Fujian, and Nanchang, Jiangxi. At that time, many lamp dealers did not make money. Only after a few years of precipitation, they have accumulated many popular retail stores and engineering companies. They make money. Many lamp distributors attribute the bad business to the off-season market. But for next year's business, lamp distributors are still confident.
But in the first half of 2010, the feedback obtained was that the lamp dealers in the first half of the year were basically losing money. Everyone attributed the reason to the first half of the market is the low season, and the second half is the traditional peak season of the lamp market. Will be renovated. By the end of 2010, the feedback obtained was that the business of the lighting market was worse than that of 2009. In Nanchang Taoyuan lighting market, Xiangjiang home building materials market and Fuzhou Haixi wholesale market, a few lighting distributors could not help but withdraw, but came in again Approval of new lamp distributors. At the same time, new building materials stores are also expanding. Among them, Nanchang has newly added Xiyingmen Lighting Store and Sunshine Lighting Plaza, and Fuzhou, Fujian has newly added Red Star Macalline and Actual Home.
With the expansion of new stores, the operation of major lamp distributors in the building materials market is even worse. At the same time, as domestic prices continue to rise, major media have reported that housing prices have exceeded the bottom line of Chinese people. At the end of 2010, all lighting distributors attributed the bad business to the real estate bubble, because the housing prices were too high, and the people who really bought the house could not afford the house, resulting in a decrease in passenger traffic in the building materials market year after year. However, many dealers in Nanchang and Fuzhou said they are optimistic about the 2011 lamp market because the state will introduce policies to restrict real estate speculation and the construction of affordable housing.
In 2011, the government introduced major government restrictions on real estate speculation, but the effect was not good. By the end of 2011, lamp distributors began to complain about the market prospects, reflecting that the business was too difficult to do and could not see the market prospects.
Three reasons cause market penetration rate of only 7%
At present, traditional lighting still occupies an absolute market share advantage, and the market penetration of LED lamps is still very low. According to the latest data from the LED Industry Research Institute (GLII), the market penetration of LED lamps only accounts for about 7%. The main reasons are as follows:
1. The price of LED lamps is high. At present, the price of the 5WLED bulb lamp sold in the KA store is between 60-70 yuan on average, while the price of ordinary energy-saving lamps with the same light efficiency is between 7-15 yuan, and the price difference between the two is several times. At the same time, the packaging instructions for LED products are too simple, and fail to give consumers a comprehensive understanding of the product.
2. The promotion lags behind. At present, there are thousands of downstream manufacturing companies specializing in the production of LED lighting fixtures in China, but there are only a few businesses specializing in LED product management in the terminal market. At this stage, in addition to government policy support, other forms of market promotion are lacking. From the terminal merchants visited by GLII, it is understood that most merchants themselves have insufficient knowledge of LED lamps, resulting in the inability to correctly communicate the LED lamps to end consumers. Advantages and differences from traditional lamps.
3. The retail store is not effective. There are a lot of traditional lighting products sold in KA stores, but the supply of LED lamps is very limited. At present, in the domestic KA stores, only Carrefour and Wal-Mart have a small number of branded LED lamps for sale, and the number of shop brands is very small. There are only a few brands such as Juzuo, Cabostone, Firefly, and BYD.
At the same time, these brands do not have relevant pre-sale service personnel in the store. When end consumers buy lamps, LED lamps are also uninterested. Compared with traditional lighting brands, LED brands do not yet have market reputation and influence. Traditional lighting brands like Philips, Panasonic, NVC, Op, and Ford have a good reputation in the industry, but the promotion of LED lighting brands is still lagging behind.
End consumers' awareness of lighting brands still stays in traditional lighting products, and in terms of market competition, compared with the excellent marketing capabilities of these traditional lighting brands, domestic LED lighting companies are weak in system marketing and are very short-term. It is difficult to seize opportunities in market competition.
At this stage, in addition to focusing on application-oriented product development, LED lighting companies must also focus on brand building. At present, most LED lighting companies come up with concepts such as "energy saving and environmental protection", "low attenuation", and "long life", but they have not been accepted by the majority of consumers. The low-priced and inferior products flooded in the market have seriously affected the LED lighting brand. Credibility.
Merchants should take good measures
2012 will be a year of reshuffling for terminal dealers. The trend of "the stronger is stronger, the weaker will be eliminated" is difficult to change. Whether we can survive this cold winter depends on the financial strength and business model of the lamps and lanterns merchants. Under the situation that the number of passengers in the major building material markets in the country has decreased year by year, if the merchants still wait for the customers to come to the door, it is undoubtedly the worst response. As for LED lighting companies, they are currently faced with the difficulties of channels. There is no channel provider in the terminal. At present, many LED companies choose to open direct stores. For example, Bejing Semiconductor Lighting directly opened factory-operated stores in another lighting city in Shenzhen. In addition, many LED lighting companies in Nanchang Sunshine Lighting Plaza directly opened flagship stores in the Sunshine Lighting Market.
Now for some powerful traditional lighting distributors, how to grasp the general trend of the LED lighting market, use their own channel resources, and seek to jointly operate terminal physical stores with LED companies is the best strategy. Just in August of this year, Bejing Semiconductor Lighting merged its store flagship store with the adjacent ECO Lighting. The basis of this merger is that ECO Lighting as a distributor does not have much money in the market for a long time. The merger of LED enterprises, one can get the goods from Bejing Lighting for a long time, and the second is that there is no need to worry about the problem that the funds will not survive. With more and more distributors appearing the risk of capital rupture in the second half of the year, it is now the best time for LED companies to find excellent distributors and establish long-term cooperative relationships.
LED channel construction development trend
How can companies find a way out in the LED market that has not formed industry standards and is full of fish-dragon hybrid quality? Quality is a magic weapon to win, and it is also a symbol of product reputation and brand, and competition in the LED terminal market in the future will definitely be brand competition.
1. Develop LED stores. As far as the current LED market is concerned, specialty stores have become the most viable terminal channel model. LED companies and merchants lack industry and market regulations, so the fundamental test for the survival of a franchise store lies in the management of the franchise store and its ability to sustain profitability. At the same time, specialty stores are also an effective way to enhance the company's own brand awareness and influence.
2. Pilot small-scale stores in professional stores such as the lamp city or building material city in major areas of the country. Or a mode of cooperation with local core distributors, but the promotion of this model should not be too large in the short term.
3. At present, some LED lighting companies are cooperating with well-known brands with relatively strong comprehensive strength, and using the direct-operated stores of well-known brands to lay out goods. This is also a good channel construction direction. With the influence of well-known brands, it is very helpful for the improvement of its LED brand influence, health and reputation.
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These holders are manufactured from UL rated 94 V-0 materials. Contacts are made of high-quality spring steel to assure reliable connections and allow contact resistance. Each contact is clearly marked with its polarity to assure proper battery insertion.
Lightweight and rugged, these PCB coin cell holders offer a uniquely designed notched battery slot that assures quick and easy insertion and replacement of all major battery manufacturers' lithium coin cells.
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