LED brand era, vigilance lighting channels big sweep"

OPPLE lighting 2014 net profit reached about 28000000 yuan, in 2015 1 billion 2016 Home Furnishing NVC sprint, Mu Linsen lighting from 0 to 1 billion, PHILPS lighting will grow 300 million, feidiao lighting to increase from 300 million to 1 billion......

2015 lighting channel brand has increased by about 2000000000 of the total sales of lanterns, which means to close down the size of 100 of the 20 million lighting companies. Everyone in your fingers to calculate how many failures? And "fly" how many OEM manufacturers? When the lighting company was forced to withdraw from the rivers and lakes, the brand giant is opening celebration!

In fact, as early as a few years ago began to enter the field of lighting lighting brand, but has not been optimistic about the industry, the reason is that although the lighting and lighting lamp belongs to the category, but the two supply chain, product design, marketing and customer service service have different gene. This makes the lighting giant into the lantern, more like playing in the business, that is, the use of channels and brand resources, through the integration of lighting products to occupy the market, so many products are OEM rather than homemade. So since the lighting giant is limited to its own "large-scale unified" system, it is difficult to match with the lighting personality, why in the past one or two years will have such a big impact on lighting companies?

When a time to pay attention to product size, market size and brand awareness, then the big brands will usher in its outbreak period, small and medium-sized brands have become increasingly difficult to survive. The so-called heroes! The emergence of "hero" depends on the era, and today is the era of the brand.

In the upper reaches of the factory level, after decades of development, precipitation, illumination field the basic foundation of brand competition, the brand giant has a rich product line, strong manufacturing capability, strong marketing capability and great ability to digest products. The NVC, for example, by the end of June 30, 2015, a total of 3437 NVC stores, including the capital city coverage rate is 100%; city coverage rate is 96.8%; the county-level city or county-level city coverage rate is 65.9%; the Township city coverage rate is 2.3%.

In contrast, the domestic lighting field, many companies for a category such as Chinese lamps, the new Chinese, American, small American, postmodernism, etc. to create a single product new European champion, the champion again evolved as part of a single product brand stores, such as Huayi, Qilang, Jin Da, Bao Hui, comely etc.. However, the brand behind the huge R & D, design, logistics, marketing, terminal image display and other costs, not the general SMEs can withstand. Thus, although the town has more than 28 thousand home lighting brand, but in the end consumer access to lighting brand is less than 2000, while the brand store display system is less than 200, the number of outlets and depth but not with comparable lighting brand.

At the dealer level, the new business environment, a lot of past boxing "grandfather" lost "special skills", overnight on the market from a sense of strangeness and insecurity. The lighting dealers, even years of operation of the "old lights", also feel more and more cannot read lanterns, started to get more tired, but this time if you can rely on the brand, standing in the market to do more high judgment, firm risks, it is a happy thing.

At the consumer level, after 80, 90 consumer groups are rising, they are more willing to spend money, prefer online shopping, more recognized brand. The past lack of information, in the eyes of consumers' recommendation which brand, it is now the brand "; information transparency, business discourse right down, the brand is not only the promotion of information, more products and services that the identity, but it depends on the joint efforts of manufacturers.

In the era of brand, the stronger and weaker. In this context, a lot of two or three line lighting brand was forced to overweight or enrich the product line and expand the channel, or become a brand OEM lighting manufacturers. Then the face of lighting giant channels "big sweep", lighting brand go from here?

Under this background, many lighting brand stores rely on the platform, profitability and reasonable rents, achieve mutual interests highly bound, a "grand coalition". Virtually, it is against the giants and forces, and survive in the competition and development of it, and a single brand lighting brand is very easy giants eat. After all, beat you is the opponent, it is the trend!

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