New marketing direction of domestic lighting enterprises

In the face of the economic crisis in 2008, lighting companies have suffered a certain blow. Many industry insiders predict that in 2009 the economic situation is still grim. Recently, a number of lighting companies conducted a questionnaire survey, 85% of companies said in 2009 will fully develop the domestic market, there are about 30% of companies said it would reduce investment in foreign markets. In particular, has been the focus of the development of export enterprises, and now also said to be systematic, large-scale direction, in order to allow domestic sales began to enter the overall operation of the state.

Although last year, sales of lighting companies are not optimistic, but the country, major provinces and cities have introduced support policies, plans to invest heavily in infrastructure projects, in order to stimulate domestic demand. In this environment, in 2009 the development direction of the lighting business will be how?

Market orientation: stealth channel multi flowering

The survey shows that in 2009 the majority of enterprises are said to develop and expand the contact channels, are also diversified, in addition to a designer exchange, put the invisible channels of media advertising, a lighting company said it will focus on the Home Furnishing Jiezhuang companies, engineers, design institute and building materials market and the pan Home Furnishing, companies that will direct contact with furniture, ceramics and textile industry, in order to achieve cross industry exchanges and cooperation, expand the market coverage.

In fact, many enterprises in the development of the market will be very easy to ignore the invisible channels, because contact channel development does not immediately see the profits of enterprises, and retail customers, such as channel construction will soon see the benefits. But as long as the stealth channel matures, it will give a business sales, brand influence has played a significant role in promoting.

In terms of traditional distribution channels, 95% of companies said they will focus on developing the market in the second class, due to the development of the market in Southern China has been relatively mature, enterprises in 2009 will be more to the North China market and the Northeast market. Product direction: the pursuit of novelty and differentiation

In order to improve brand awareness and promote product innovation, in 2008 the major lighting companies have introduced new products. Last year, PHILPS launched LivingColors series of new breakthrough in the past, lighting products in the minds of consumers of professional and general lighting image, on the basis of high quality, the fashion design and the demand of the full integration of perceptual life. NVC will launch a "light" series of a new generation of energy-saving lamps, the "light" series of energy-saving lamps to achieve innovation in many aspects, lamp, lamp tube and the circuit part adopts the environmental protection materials and advanced technology, product design, service life, application environment, working voltage and lamp index adaptation and so much breakthrough.

According to the survey, the direction of development of lighting products in 2009, the focus of enterprises concentrated in the field of lighting business, such as engineering, engineering downlight etc.. A lot of business enterprises have said that in the light of the premise of commercial shop lighting product line, the pursuit of product innovation and differentiation. In addition there are lighting enterprises that tube lighting commercial lighting will be further developed, mainly by dual energy lamp, downlight engineering design center of gravity, and to die for the technical direction of white spray. In addition, the light source will be towards the commercial light direction, such as metal halide light source, energy-saving lamp integration gradually favored by enterprises.

Marketing direction: store is still the mainstream

In 2008, the global economic crisis, the pace of marketing of lighting companies are hampered, the enterprise is divided into two types. The first kind of enterprise's own financial strength is limited, marketing ability is weak, in the face of difficulties, they will adopt a conservative strategy, maintain their own inherent".

Second types of enterprise strength is relatively strong, the crisis will turn into a contrarian, contrarian. This kind of enterprise with many years of accumulation of the brand, capital, channels and talent and other advantages, in 2008 to continue to accelerate the pace of marketing, whether it is the traditional channels, or stealth channels, all in a massive attack. Especially in the field of home lighting, with the maturity of the concept of the overall home lighting, many home lighting companies began to expand the domestic market, the major cities in the country have to expand the store or experience center. Such as last year, Jason electric (China) Co., Ltd. President He Rongbiao has said, to use three to five years or so in the development of the Chinese market around the home of the 1000 home lighting living museum".

The results show that the chain store is still the mainstream of the lighting business in 2009, and the operation center and logistics center also gradually play their respective expertise. In addition, some companies said they would pay attention to the field of supermarkets, they think one-stop shopping for the trend.

Situation forecast: confidence index up to 90%

In 2008, with the increase of the difficulties of enterprises and the increase in the cost of labor wages, employment growth is expected to be affected, and thus affect the growth of income. Signs of economic cooling may affect consumer confidence in many ways, changing consumer expectations of the residents, the future is likely to slow growth in consumer demand, consumption structure to upgrade the pace of slowing down. Most lighting companies think the economy also needs 1 ~ 2 years to pick up.

Although the overall downturn in the economy last year, but a number of lighting companies responsible for 2009 full of confidence. According to the survey, the overall market confidence in the overall situation of the index of up to 90% in 2009. No matter how bad the environment, enterprises must seize the opportunity, head forward, to strengthen the internal management, the concept of renewal