Lighting giant channel big sweep lighting companies become OEM

In China, the development of lighting industry is only a short span of thirty years, but it has undergone tremendous changes. Under the brand era, the polarization of the competitive landscape, lighting brand giants rely on a strong channel and brand resources, brand penetration. Under this background, lighting companies discovered "to the brand" the phenomenon of plagiarism, lighting enterprises from the early in the workshop, with rich production line of independent brands, to a single category OEM manufacturer.

The gap from "industry brand" to "mass brand"

In China, the development of lighting industry is only a short span of thirty years, but it has undergone tremendous changes. For many people the old lights, lighting is more of a group of people to do the lighting of exotic, in fact is from the beginning of the earliest foreign OEM, and gradually from the early Taiwan lighting business, Wenzhou lighting business, and then to Zhongshan, Dongguan and other changes. With the integration of Chinese and Western culture, the rise of the huge domestic market, the major manufacturers have fought their own brand of domestic sales.

However, unlike Europeans appreciate the artistic beauty of the lighting itself aesthetic habits, China ordinary consumers rarely pay attention to a light, more is to be used as the overall decoration or architectural style Home Furnishing accessories to look at. In terms of the frequency of purchase, Chinese consumers are not the same as the Americans, in a few years to throw away a new one; not the majority of Europeans, used to prefer to take the factory renovation, do not want to buy a new lamp. Domestic consumers of low attention to lighting, low replacement rate, the upstream brand and consumer segmentation, and many other reasons, so that there is no brand in the field of lighting, this statement.

In fact, many enterprises in a certain category such as European style lights, lights, lights, the new Chinese American style, modern lamps, postmodernism to create the industry's single product champion, and even a single product champions in a small part in the completion of a single product breakthrough, gradually expand production by itself or OEM to extend the product line then, from a single product manufacturing brand evolution lighting industry brand stores, such as Huayi, Qilang, Bao Hui, Jin Da, Kaiyuan, comely etc.. However, the characteristics of their own products to determine the quality of the enterprise is difficult to achieve from a single product champion to the brand of the industry, and the public brand is talked about.

From "single product champion" to "industry brand"

In terms of products, lamps are low concern products, often consumers in the finished lamp has been completed in the purchase process, the next purchase may be a few years or even decades later. In addition, the lighting is more like non stereotypes products, unlike a lot of lighting stereotypes products that can be used in large-scale production, making it difficult to spread the popularity of the brand.

In terms of costs, brand stores huge R & D, design, marketing, logistics, behind the image display terminal and other expenses, not the general small and medium-sized enterprises can bear, in a second tier market brand stores as an example, only a lighting store would cost nearly one million or even millions, it is enough to deter many companies and dealers.

In the market, the Chinese market is huge and complex, geographical characteristics are obvious, consumption habits vary widely. With the diversification, personalized consumption, lighting category also gradually, such as Chinese style lamp, the new Chinese, American, American, post modern, small new European style, the lighting market has also been cut into numerous fine pieces, implementation cost and integrated strength requirements are very high.

Although the town has more than 28 thousand home lighting brand, but the brand lighting lighting market in upstream terminal consumers can be exposed to less than 2000, while the brand store display system is less than 200, it is not difficult to see the original shape and difficult lighting brand construction. In the market boom and no external factors, the field of lighting a lot of drawbacks have been covered, and maintain this moderate ecological environment, but the competition becomes bad when the format, all kinds of problems immediately broke out.

Under the big sweep of the channel, lighting enterprises to brand"

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

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.

In the factory level, after years of development of precipitation, the basic pattern of the industry laid. In the lighting field, crystal lamps are Huayi, Qilang, win the ball and Bao Hui, Jin Da, Gena Oswald and Otis, European style lights, Kimberly and Kathleen Knox Shengjia, mingtu, new Chinese style lamp Ming Chung, HIGHLEAD, root of Chinese style lamp residence, inscription Wood Lane, modern lamp Terri, song Wei, new product source, summer etc..

These brands have a strong channel foundation, brand awareness and services, and new changes in the format, to expand the product line, to achieve the channel depth "mopping up" in the strong