Brand tycoons launched a clean sweep, and the lighting business became the OEM factory.

In China, the lighting industry has been developing for more than thirty years, but it has undergone tremendous changes. Under the brand era, the competition pattern is polarized, and the lighting brand giant relies on powerful channels and brand resources to infiltrate the lighting brand. Against this background, the lighting enterprises are surprised to see the phenomenon of "de brand". The lighting enterprises have copied from the early workshops to the independent brands with rich production lines, and then to the OEM manufacturers of single category. From the "industry brand" to the "mass brand" gap, in China, the lighting industry has been developing for more than thirty years, but it has undergone tremendous changes. For many old lights, lighting is more of an imported product. In fact, the first people to do lighting business started from foreign trade foundry, and gradually changed from the early RTHK lighting enterprises to Wenzhou lighting enterprises, then to Zhongshan and Dongguan. With the blending of Chinese and Western cultures, the huge domestic market has risen, and major manufacturers have been fighting for domestic sales of their own brands. However, unlike the Europeans' appreciation of the aesthetic habits of lighting itself, Chinese ordinary consumers seldom pay attention to a single lamp alone. In terms of the frequency of purchase, Chinese consumers are different from Americans and throw away a new one in a few years. Unlike most Europeans, it is better to replace the old ones with the old ones than to buy a new one. There are many reasons for the low attention, low replacement rate, upstream brand and consumer partition of domestic consumers, so that there is no popular brand in the lighting industry. In fact, many enterprises aim at a certain category such as European style lamp, Chinese style lamp, American style lamp, new Chinese style, modern lamp, post modern and so on to create the single product champion. Even a small part of the single product champion enterprise, after completing the single product breakthrough, gradually expands its product line through its own expansion production or OEM, then it is single. The product manufacturing brand has evolved into a brand shop for lighting industry, such as Huayi, Qi long, Bao Hui, JINDA, Kaiyuan, Xindi, etc. However, the nature of the lighting products determines that it is difficult for enterprises to achieve a leap from single product champion to industry brand, and the popular brand is more talked about. From the "single product champion" to the "industry brand" spans the product, lamps and lanterns belong to low concern products. Consumers often finish the purchase process after knowing the lamps and lanterns, and the next purchase may be years or even decades later. In addition, lighting is more like amorphous products. Unlike many lighting stereotypes, it can be used in large scale production, making it difficult to popularize lamps and create brand names. In terms of cost, the cost of huge research and development, design, logistics, promotion and terminal image display behind brand stores is not acceptable to ordinary small and medium-sized enterprises. For example, the cost of a single lighting brand store will be nearly 100 million or even millions, which is enough for many enterprises. Industry and dealers are deterred. On the market side, the Chinese market is huge and complex, with obvious regional characteristics and diverse consumption habits. With the diversification and individuation of consumption, lighting products are gradually enriched, such as Chinese style lamps, new Chinese style, American style, small American style, post-modern and new European style. The entire lighting market is also cut into numerous thin pieces. The cost and strength requirements for integration are very high. Although the ancient town has more than 28000 brands of lighting related brands, there are fewer than 2000 brands of lamps that consumers can reach in the terminal lighting market, while less than 200 brands are displayed through the brand store system. It is easy to see the original form and difficulty of the lighting brand construction. Under the condition of market prosperity and no external factors interference, many defects in the lighting industry are covered up, and this mild ecological environment is maintained. However, when competition becomes bad, various problems erupt. Under the mopping up of the channel, the "decorations" of the lighting enterprises are currently on the consumer side. The 80 and 90's consumption groups are rising. They are more recognized brand names, more willing to spend money, and more prefer online shopping. In the past, when information was shut down, in the eyes of consumers, "which brand is recommended by merchants?" it is the brand. Now, under the transparency of information, the right to speak is declining. Brand is not only based on information promotion, but also on the identification of products and services, which depends on the joint efforts of manufacturers. At the dealer level, under the new format environment, many "boxing masters" who used to play boxing lost their "family skills" and had a strange feeling and unease on the market overnight. For dealers of lighting, even the "old lights" who have been in operation for many years feel that they are becoming more and more aware of the lanterns and are getting tired. At this time, if they can rely on the brand, they will be judged by the higher point of the market and the risk shared by the manufacturers will be a happy thing. At the manufacturer level, after many years of development and precipitation, the brand structure of the industry has basically been laid. In the field of lighting, crystal lamps include Huayi, Qi long, Sheng ball, Bao Hui, JINDA, oscona, Otis and so on. European style nokker, Saint Jia Bai Li, Kathleen and so on. The new Chinese lantern's Ming Tu, Ming Zhong and so on. The Chinese lantern's hailing, root habitat, Mingmu Fang, and so on. These brands have strong channel foundation, brand awareness and service, and in the new format change, expand product lines, achieve channel depth "sweeps", while strengthening their brands, and achieve other brands' "de branding", in which the lighting brand giants enter the field of flower lantern, the most lethal.