Analysis of channel brand competition pattern in Chinese traditional lighting industry

A lighting industry, lighting industry brand competition pattern - "Chinese brand", "well-known trademark": in recent years, China's lighting enterprises gradually realize the implementation of brand strategy to improve the reputation and enhance the importance of the competition ability, and "Chinese famous brand" and "China famous trademarks" has gradually become the enterprise market strategy an important part of. At present, access to "China famous brand" industry enterprises have:

To obtain "China's well-known trademarks," the industry has:

Lighting industry main lamps style= "FONT-FAMILY:" > brand:

Main lighting industry lighting style= "FONT-FAMILY:" brand:

Lighting industry major energy-saving lamp brand:

Lighting industry, the main eye lamp brand:

Two, channel lighting brand competition pattern - China estate 500 strong channel purchase brand pattern: lighting is a technology intensive and labor-intensive industry combination, according to the 2010 Chinese real estate evaluation center of Chinese real estate development enterprises 500 strong lighting purchase brand research shows that China's top 500 real estate developers channel brand lighting procurement showed the following competition pattern: the higher the rate of strong brand developers preferred

Research found that the vast majority of real estate development enterprises with brand lamps brand, including PHILPS and OPPLE three, NVC brand developers use rate in more than 15%, respectively 27.34%, 20.31% and 17.97%, the brand developers use rate accounted for 65.62% than the sum. The country's top ten developers preferred brands accounted for the total market value of 87.50%. It can be seen from the figure, the lighting industry market concentration is high, the domestic giants PHILPS and OPPLE lighting, NVC as the representative of the Chinese enterprises occupy more than 60% market share, leading the lighting industry to develop in the direction of diversification. Second, the domestic market share of large brands in the study of the higher understanding of the developers around the choice of lighting products, the selection of a large number of well-known brands. The well-known brand lamps product varieties, large quantity, good quality, complete products, large choice, excellent brand image can effectively improve the quality of the project and beauty, and the hearts of consumers has become ingrained impression of brand developers an important factor in choosing brand lamps.

Can be seen from the chart, the domestic brands firmly occupy the regional choice rate before five, NVC, PHILPS and Ou Pusan big brands ranked the top three in each region, the stability of regional market, to enter the area through the major regions in the country set up a branch or regional agency model, efforts to expand its brand market share. Major cities in the country to occupy the market share of major brands and the national basic consistent

As can be seen from the above, the main cities of the first rate and the rate of choice of the region is basically the same, well-known brands in the top few major cities, continue to dominate the domestic lighting market consumption. China City Lighting marketing channel brand pattern: flat out from Michael and Bert's fifth disciplines. Refers to improve the organization efficiency if the organizational structure of the model to the flat, the so-called "flat channel" is to reduce the circulation, so as to realize the cost advantage, the distortion of information can reduce intermediate links caused by too much. OPPLE market share of 70% from the two or three level market, the lighting industry has long been in the channel to get the world "is the true saying," low status of lighting industry concern high participation as well as the domestic market is extremely uneven determines the channels of the dispute become China lighting industry competition a point, flat channel design and corporate profits based on the maximum target has become a key industry channel change, as competition increases, the flat channels to obtain the competitive advantage of cost, strengthen the channels of brand building is an inevitable trend. The rise of the market for the lighting industry, the flat channel provides external conditions, change the channel mode and function oriented by competition oriented to customer, changing from transaction oriented relation oriented, to deepen the relationship with customers, and customers to create resonance excitation, the lighting lighting enterprises marketing channel brand has become a magic weapon of choice. China municipal lighting marketing channel brand pattern: the channel brand ranking: according to the 2009 China lighting industry, the dealer channel brand survey data, 2009 Chinese lighting industry outstanding dealer candidate brands operated a total of 3735, including OPPLE, PHILPS, TCL, NVC, Mitsuo Aurora, Huayi, and us? Lonon, A and other brands of juhao, bright won the top ten brands. In the rankings, OPPLE topped the list, the total number of its 235 outlets, accounting for the number of dealers involved in the investigation of 6.29%, the specific ranking:

Thus, in addition to PHILPS, the other nine brands are concentrated in the Pearl River Delta, Yangtze River Delta region well-known brands such as the sun, Morninghope Lite, honland eym, have disappeared. It is clear that these brands have not become the main distributor of the city's operating brand. The reason, the Yangtze River Delta lighting enterprises for export in recent three years slowly to the domestic market, and more channels to first-tier cities, prefecture level of market development is not mature, in the city of propaganda, the brand is not enough, leading to the city distribution