Judging from the market survey results of this year's newspaper, the market prospects of modern lanterns are generally favored by businesses. In the next 5-10 years, in the field of home lighting, modern lanterns will dominate. In this kind of good market atmosphere, all the modern lantern brands are just like the Eight Immortals crossing the sea. They are all supernatural. Under the pressure of rising operating costs, how will they avoid risks and defeat the enemy?
Mode innovation monopoly prevails
Modern lanterns are named for traditional lanterns. They are of many types. The lines are simple and smooth, the structure is simple, and the texture is refreshing. It gives people a refreshing feeling and caters to the modern consumer psychology and decoration style. Therefore, modern lanterns have developed rapidly in recent years. The market has already covered traditional lanterns. The industry generally believes that modern lanterns have experienced three stages of product, advocating style and brand building. From 1999 to 2002, it was the product stage of modern lanterns; until around 2004, product style and positioning began to be subdivided; after 2004, Industry brands have initially revealed that a number of relatively mature brands have been formed so far. At this stage, the marketing model is no longer limited to specialty stores, and franchise and operation centers have come to the forefront and are developing well.
In recent years, sales of modern lanterns have been on the rise, with new brands such as New Terri, Westphalia, Puglia, Avon Kale, Qilang, Jindalai, Zuoan, and Ouyi. Mainly take the franchise stores or specialty store channels, especially the form of specialty stores has now formed a scale in the national market. At present, the demand for modern lanterns at home and abroad is still increasing, especially in the eastern coastal areas, but in the western market, it is difficult to open up the market competition and the price transparency is getting higher and higher. In addition, the modern lighting field also has the common problem in the lighting industry: the vicious competition in the market, the product counterfeiting, which also affects the intellectual property rights of the famous brands of modern lanterns. The sales volume is affected, which restricts the development of modern lanterns and affects the brand development. . The benign interaction of manufacturers is not coordinated; the overall design ability of modern lantern enterprises is poor.
The concept does not bother the manufacturer
According to the survey, in the field of modern lanterns, the problems that companies are generally confused are reflected in marketing and products. Main performances: First, the marketing concept is outdated, not suitable for the actual market, the new market is difficult to open up and deep cultivation; Second, the product development, especially the style design, the enterprises with slightly stronger design ability are worried about the counterfeiting style; the third is the low quality of the products. Vicious competition cycle; Fourth, manufacturers and distributors are difficult to agree on the concept, the cooperation is not good enough, this is also a problem that some enterprises are confused; Fourth, the supply of parts suppliers is not timely, delaying the shipment time; in addition, since the first half of last year Due to the rising prices of various raw materials, the cost of modern lanterns has also been raised by 5%-20%.
Market segment remodeling concept
Since 2004, the competition in the modern lantern market has become fierce and has entered a market-oriented stage. Enterprises have begun to feel the pressure from the market and their peers. Some companies have begun to think about product lines and conceptual breakthroughs. They are mainly based on Product style and positioning subdivision, they reflect product style and positioning in the style of the product. Enterprises recognize that modern people pay more attention to a kind of inner feelings, pursue enjoyment, self, and their consumption habits are changing. From the simple lighting needs to the needs of lighting enjoyment and life interest, modern lanterns need to meet this consumer demand. . At that time, the companies with relatively large product breakout actions were Xintri, Fabri, Puglia and so on.
The market shifts to the buyer's market, and the company adjusts its product style and positioning in order to adapt to new market changes and open up new market spaces, such as the new modernist modernism, Fabri's postmodernism, and the modern office. Lord, Puglia is dominated by modern home and civil engineering. In addition, manufacturers pay more attention to the construction of channels and begin to pay attention to the development of the second and third-tier markets. In the past few years, Xinteli, Puglia, Qilang and Jindal have successfully broke through in the market. Among them, Xinteli has been particularly popular from export to domestic sales.
Channel mode change breakout
Individual companies have tried new marketing models and set off a breakout of the entire field. Xinteli is the pioneer of the franchise store in the lighting industry, and then in the field of modern lanterns, the store and operation center also set off a boom. In the second half of 2003, Xinteli began to operate the franchise mode. So far, the franchise stores have operated well after several years of operation. Weston's store operation mode is at the forefront of modern lanterns. Since 2001, it has been operating specialty stores, and it has more than 300 in the country. Puglia has been using the store model since 2002, and its number of stores has exceeded 300. Alvin Kale is an early operation and operation center in the field of modern lanterns. It started operations in Zhejiang last March.
Modern is a society that pursues fashion. After 80 years, young people have their own consumption concepts and dominating strength. In the future, the growth of modern lanterns can still be expected, but the market is gradually standardized and the competition is fierce. Under the baptism of the market, the brand has become class-based and the number of brands has been greatly reduced. According to industry insiders, the capacity of the national modern lantern market allows more than a dozen brands to survive. These dozens of companies are breaking through in the market. The modern lantern company headed by Xinteli and Fabry has created a new concept of modern modernist and postmodern modern lanterns with the adjustment of product style and positioning. At that time, they belonged to their respective blue ocean markets; Xinteli's franchise model set off a hurricane in the industry and successfully broke through from domestic sales to domestic sales. Successful breakthrough requires the company to have innovative determination and patience in addition to innovation. It is obvious that Xinteli is a successful case in innovation.
How do sheepskin lamp enterprises have a large market as a low-voltage lamp in the small market? How to break through the market chaos and the potential of the second and third-tier market? The large-scale lanterns enterprises are making efforts to break through the domestic crystal lamp enterprises. How to make the dilemma light source enterprises stand out? Winning the dilemma and outlet of China's lighting and lighting enterprises (Figure 3)
1
Mode innovation monopoly prevails
Modern lanterns are named for traditional lanterns. They are of many types. The lines are simple and smooth, the structure is simple, and the texture is refreshing. It gives people a refreshing feeling and caters to the modern consumer psychology and decoration style. Therefore, modern lanterns have developed rapidly in recent years. The market has already covered traditional lanterns. The industry generally believes that modern lanterns have experienced three stages of product, advocating style and brand building. From 1999 to 2002, it was the product stage of modern lanterns; until around 2004, product style and positioning began to be subdivided; after 2004, Industry brands have initially revealed that a number of relatively mature brands have been formed so far. At this stage, the marketing model is no longer limited to specialty stores, and franchise and operation centers have come to the forefront and are developing well.
In recent years, sales of modern lanterns have been on the rise, with new brands such as New Terri, Westphalia, Puglia, Avon Kale, Qilang, Jindalai, Zuoan, and Ouyi. Mainly take the franchise stores or specialty store channels, especially the form of specialty stores has now formed a scale in the national market. At present, the demand for modern lanterns at home and abroad is still increasing, especially in the eastern coastal areas, but in the western market, it is difficult to open up the market competition and the price transparency is getting higher and higher. In addition, the modern lighting field also has the common problem in the lighting industry: the vicious competition in the market, the product counterfeiting, which also affects the intellectual property rights of the famous brands of modern lanterns. The sales volume is affected, which restricts the development of modern lanterns and affects the brand development. . The benign interaction of manufacturers is not coordinated; the overall design ability of modern lantern enterprises is poor.
The concept does not bother the manufacturer
According to the survey, in the field of modern lanterns, the problems that companies are generally confused are reflected in marketing and products. Main performances: First, the marketing concept is outdated, not suitable for the actual market, the new market is difficult to open up and deep cultivation; Second, the product development, especially the style design, the enterprises with slightly stronger design ability are worried about the counterfeiting style; the third is the low quality of the products. Vicious competition cycle; Fourth, manufacturers and distributors are difficult to agree on the concept, the cooperation is not good enough, this is also a problem that some enterprises are confused; Fourth, the supply of parts suppliers is not timely, delaying the shipment time; in addition, since the first half of last year Due to the rising prices of various raw materials, the cost of modern lanterns has also been raised by 5%-20%.
Market segment remodeling concept
Since 2004, the competition in the modern lantern market has become fierce and has entered a market-oriented stage. Enterprises have begun to feel the pressure from the market and their peers. Some companies have begun to think about product lines and conceptual breakthroughs. They are mainly based on Product style and positioning subdivision, they reflect product style and positioning in the style of the product. Enterprises recognize that modern people pay more attention to a kind of inner feelings, pursue enjoyment, self, and their consumption habits are changing. From the simple lighting needs to the needs of lighting enjoyment and life interest, modern lanterns need to meet this consumer demand. . At that time, the companies with relatively large product breakout actions were Xintri, Fabri, Puglia and so on.
The market shifts to the buyer's market, and the company adjusts its product style and positioning in order to adapt to new market changes and open up new market spaces, such as the new modernist modernism, Fabri's postmodernism, and the modern office. Lord, Puglia is dominated by modern home and civil engineering. In addition, manufacturers pay more attention to the construction of channels and begin to pay attention to the development of the second and third-tier markets. In the past few years, Xinteli, Puglia, Qilang and Jindal have successfully broke through in the market. Among them, Xinteli has been particularly popular from export to domestic sales.
Channel mode change breakout
Individual companies have tried new marketing models and set off a breakout of the entire field. Xinteli is the pioneer of the franchise store in the lighting industry, and then in the field of modern lanterns, the store and operation center also set off a boom. In the second half of 2003, Xinteli began to operate the franchise mode. So far, the franchise stores have operated well after several years of operation. Weston's store operation mode is at the forefront of modern lanterns. Since 2001, it has been operating specialty stores, and it has more than 300 in the country. Puglia has been using the store model since 2002, and its number of stores has exceeded 300. Alvin Kale is an early operation and operation center in the field of modern lanterns. It started operations in Zhejiang last March.
Modern is a society that pursues fashion. After 80 years, young people have their own consumption concepts and dominating strength. In the future, the growth of modern lanterns can still be expected, but the market is gradually standardized and the competition is fierce. Under the baptism of the market, the brand has become class-based and the number of brands has been greatly reduced. According to industry insiders, the capacity of the national modern lantern market allows more than a dozen brands to survive. These dozens of companies are breaking through in the market. The modern lantern company headed by Xinteli and Fabry has created a new concept of modern modernist and postmodern modern lanterns with the adjustment of product style and positioning. At that time, they belonged to their respective blue ocean markets; Xinteli's franchise model set off a hurricane in the industry and successfully broke through from domestic sales to domestic sales. Successful breakthrough requires the company to have innovative determination and patience in addition to innovation. It is obvious that Xinteli is a successful case in innovation.
How do sheepskin lamp enterprises have a large market as a low-voltage lamp in the small market? How to break through the market chaos and the potential of the second and third-tier market? The large-scale lanterns enterprises are making efforts to break through the domestic crystal lamp enterprises. How to make the dilemma light source enterprises stand out? Winning the dilemma and outlet of China's lighting and lighting enterprises (Figure 3)
1
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