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Development background of lighting market: Before the 1990s, there was no formal lighting market in China. It was often concentrated in one or twenty stores where lighting needs were relatively large, forming a street of lamps. Until 1995, the State Administration for Industry and Commerce organized a large-scale organization of life supporting markets, and a number of farmers' markets and building materials cities and lighting cities sprang up in the country. In 1997, the Wenzhou Oriental Lighting Market was opened, which gave birth to the country's first professional lighting market. After the city's urban-rural integration, the appearance of the lamps and lanterns in the city was accidental, and it was as high as 80%. The market is a product of helplessness. Many lighting markets are built because of low operating costs and good operation. The lighting market started in Wenzhou. Wenzhou merchants later copied the Wenzhou model to all parts of the country. It can be said that in order to succeed in the early lighting market, Wenzhou businessmen must participate. Until now, Wenzhou businessmen have played a pivotal role in the lighting industry.
At the beginning of the 21st century, the furniture industry was basically integrated, and Red Star Macalline became a well-known brand in the home market. However, in the lighting market after 7 years, there is still no well-known brand with national influence. Home stores, as the market where the lighting market is most likely to imitate its business model, what inspiration can the lighting industry provide? Red Star Macalline, as a model of success in the home store, can also provide some inspiration for the new and old lighting market that wants to build a well-known brand?
Bundling global brands
The brand is not a simple trademark registration, it contains a rich content, design and extension. There are more than 2,000 brands in the home furnishing industry, and the establishment and maintenance of brands has become an industry consensus. Although there are more than 10,000 lighting manufacturers, there are less than 500 brands. Many brands such as Jinda, Kaiyuan, Yinghui, Qiqi, Xinteli, Huatai, Aox, and Otlan are all in 2003. In the future, we will gradually establish our own brand image, and there are only a handful of companies with brand influence over 10 years.
To measure the success of a market, the key is whether there are first-line brands and how many first-line brands are stationed. The way to enter may be the exhibition wall, the exclusive area, and the specialty store, which are different. If the lighting market is opened one year later, there is still no first-line brand, or only a few brands are stationed, then the lighting market has failed.
The reason why the home market can rise quickly is that there is a home brand before the appearance of the home market. However, there was no lighting brand before the appearance of the lighting market. Without the support of the lighting brand, the lighting market is naturally thin. This has limited the establishment of the brand in the lighting market to a certain extent.
At the end of the 1990s, when the supporting market was just emerging, most of the market managers appeared as “landlords†and assumed the functions of managing merchants. All they care about is whether the shops can rent out, but they have not clearly defined the market. Do not care if the merchant is profitable. The most fundamental reason for the success of Red Star Macalline is that merchants have earned money, so all well-known brands can be assembled in Red Star Macalline and packaged throughout the country. Moreover, it will leave the best position first when opening the design drawings of the new store, to the best brands, the most practical dealers, and also to make profits for them. This kind of appearance is to make good brands take advantage of the time and place, and the market suffers. In fact, a good brand, high-grade decoration grade is the brand's wind vane, there is a first-line brand, the second and third-line brands will flock to it, and will also play a good leading role in the market, let other brands follow the learning to improve Store grades, which in turn enhance the quality of the entire market.
The same is true for the lighting market. When a new market is inviting, it must have a holistic plan and clear positioning so that high, medium and low-end products can find their own position in the market, and can not let the merchants fight, bargain, and constantly reshuffle. . Market managers should also understand the various brands in the industry, in which markets these brands are in the hands of dealers, and then convene these businesses to launch market plans, attract branded dealers to join, in the "famous name to enter the store" The principle is to integrate many international and domestic famous brands, guarantee the quality in the supply, and optimize the brand through the survival of the fittest. For dealers without brands, help them to choose brands, choose brands with potential for development, and develop with these brands. Strengthen communication with manufacturers and businesses to match them.
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