Three or four line of the property market approaching collapse LED according to how to hold business opportunities

In Chinese, has a population of about 1 billion 300 million, of which nearly 800 million of the population in rural areas, accounting for about 60% of the total population, with China's urbanization progress, migrant workers income and life level, town level three or four line market potential gradually. At present, China's existing 2856 county-level administrative units, urbanization makes the arrival of urban consumption level of tens of thousands of units, the market capacity will be further expanded, and the county level of the commercial real estate has the broad space for development. Like a gold mine, attracting many lighting companies vied for the beach.

However, in July 15th, the National Bureau of statistics released the 1-6 in 2015 the national real estate development and sales shows that first-tier cities signed a total of 210 thousand units, compared to 2014 rose by 42.9% over the same period; the second tier city also rose 16.9%; three or four line city volume decline. Property policy continued to relax the achievements of Shenzhen, Hangzhou and other hot cities to clinch a deal, but can not make a lot of three or four cities in the property market out of the doldrums, it can be described as half of the sea, half of the flame".

At present, a second tier cities and three or four cities have a serious differentiation. Future policy stimulus is concentrated in a second tier cities, while the three or four line is getting worse. At the same time, the excessive concentration of market resources in a second line, the majority of enterprises have turned to a second tier to take place, resulting in frequent occurrence of the king, and the possibility of the collapse of the three or four line instead.

The three or four line of the market just feast curtain, for in the field had been packed with too many competitors, the market for grade three or four is supported by the whole market has not yet revealed, seems to have been "no blue ocean, the Red Sea has become" situation. In fact, the three or four line market is not so good to eat, the property market approaching collapse, a crisis? Or business opportunities? For LED lighting companies, is to hold the line of defense, or dive looking for opportunities to buy?

1 three or four line market contribution rate of over 40%

With the deepening of China's urbanization process, people's living standards and the advent of the Internet era, the three or four line market increasingly apparent. Regardless of the big brands, or small businesses, should be given attention. According to data released by the China Lighting Association, in 2014 China's lighting products sales of 520 billion yuan, an increase of 10.6%. In the first half of 2015, LED penetration has reached 40%, the next few years will be LED lighting to replace the stage, LED bulb, lamp light products to replace the traditional lighting products and the protagonist, the three or four line of the market in the building will provide a huge market.

According to the survey data of CSA Research display, from the market level and channels, the third quarter of 2014, three or four line market penetration over the previous two quarters year-on-year growth of about 19%, while its sales compared to 2013 growth of about 26%. Three or four lines of the city's growth rate of contribution to the overall market growth of more than 40%, for this super billion market, we can not help but see the dawn of hope.

2 brands: keep a second line, attack the three or four line

In recent years, brands get together first-tier cities gradually exposed the problem, because the brand has become the critical saturation value, competitive brand lamps, development space is getting smaller and smaller; brand management cost is increasing, the profit is low. Especially this year, in the economic downturn, the environment downturn, continued weakness in the premise of real estate demand, a second tier cities did not play a key role in stimulating domestic demand growth.

At present, the domestic market has accommodated more than 4 thousand large and small lighting brands, the degree of competition is self-evident. Wuhan lighting market as an example, assembled to Han Lighting Plaza, Tianxiang lighting mall, Wuzhou Lighting City, Wuhan City, home lighting, Green Lighting City Jinsui Lighting City market, thousands of merchants gathered in the competition intensified.

A second tier market competitive pressures, three or four lines of market attractiveness, a push and pull, prompting many companies began to enter the three or four line and even the township market. With the industry channel sink, guarding a second line, tapping three or four lines, has become the first tier cities in the establishment of a strong brand awareness of the enterprise strategy.

In 2014, entitled "modern minimalist lighting products champion" reputation of the new Terri, launched the "Twitter" brand, the main national two or three line city, and plans to use 3 years, completed around 1000 "whisper" brand building stores. In 2015, Qilang lighting launched the "thousands of stores sail program, and launched for three or four line market" Yijia "series of new products, achieve channel sink, and plans to three years to develop 1000 China Qilang stores. In addition, Song Wei lighting, Ortiz lighting and other brands also have good performance in the three or four line of the market.

3 tactical VS long-term strategic expediency

For the lighting industry, the three or four line of the market is no stranger to the local customs and practices, and the characteristics of traditional code of conduct disheveled provide fertile soil for existence for many lighting brand. From the perspective of brand development, the development of the township market is a big trend, but also the fertile ground for brand cultivation. In the lighting industry, network distribution and NVC lighting, OPPLE deep two heavyweights, see OPPLE, NVC image shop in some town, two door design is the most conspicuous eye-catching.

OPPLE lighting as an example, according to the prospectus, OPPLE lighting dealer shop has more than 38000, of which sales regions accounted for as follows: East China (37.61%), Southern China (17.07%), China (13.15%), China (11.17%), China (9.1%), (4.61%), in the Northeast