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The development speed of lighting is amazing, and the annual output value exceeds 100 billion. However, the overall marketing level of the industry is very junior or even backward. According to our research and comprehensive evaluation, lighting marketing has the greatest potential in many domestic industries. Improving marketing technology can release huge sales energy to achieve objective and real market value in the industry. The lighting industry is calling for marketing technology to become more and more intense.
Industry perspective
If a product (service) and even the industry has huge market demand and strong industrial base, and its marketing level is low, it will inhibit the development level of the entire industry. Improving marketing technology can release huge sales energy to achieve objective and real market value in the industry. We call the value energy brought by this gap "marketing power."
The lighting industry has tremendous marketing potential. According to our research and comprehensive evaluation, lighting marketing has the greatest potential in many industries in China.
History of the lighting industry
China's lighting industry has been developing continuously, rapidly and steadily in recent years. According to relevant data from authoritative departments, the total sales of the domestic lighting industry in 1999 was 45 billion yuan, reaching 55 billion yuan in 2000, 68 billion yuan in 2001, and 80 billion yuan in 2002. In 2003, the output value of the whole industry exceeded 100 billion yuan, and it has increased rapidly by 20% for five consecutive years.
By the end of 2003, there were 4,995 lighting enterprises in the country, including electric light sources, lamp holders, and electrical accessories. In addition, there are more than 60,000 commercial enterprises engaged in lighting sales nationwide, mainly focusing on the building materials lighting professions in various cities.
The development of China's lighting industry has gone through three stages.
Lamp stage: Before the 1980s, China's lamps and lanterns had very few specifications, especially for civil lamps. Almost all of them were “one lamp cover and one lighting bubbleâ€, and each family was basically a room and a lamp. Production enterprises are concentrated in Shanghai, Beijing, Wuhan, Shenyang, Chengdu, Shandong, Tianjin and other places, mostly state-owned and collective enterprises.
Starting stage: In the early 1980s and early 1990s, the market demand had strong requirements for the appearance of lamps, and the sales of lamps and lanterns increased sharply. In this situation, thousands of lighting manufacturers have been established in Ningbo, Wenzhou and nearby areas. Most of these enterprises are private or private enterprises. The production characteristics are clear division of labor, mutual cooperation, and family workshop production. Due to the flexible business model and intensive production, it has a very large competitive advantage compared with the large and complete production and operation mode of traditional state-owned enterprises. These enterprises have replaced state-owned enterprises as the main channel in the market. However, due to the disorderly competition and insufficient supervision, the product quality is quite different. At this stage, Zhejiang enterprises accounted for the mainstream.
Development stage: After the 1990s, after the international lighting brand enterprises focused their attention on the Chinese market, manufacturers in Taiwan and Hong Kong transferred the production of lamps and related production to the mainland. Not only did they bring in capital, but they also brought new production management experience and product development technology concepts. This stage is a period of rapid development of lighting companies. Not only has the industrial base been greatly improved, but the management level, product quality and technical level of supporting enterprises have been rapidly improved and developed. Enterprises in this period were concentrated in Guangdong, Zhejiang, Jiangsu, and Shanghai. The vast majority of civilian lighting companies are concentrated in Guangdong
For example, Zhongshan Guzhen, which is known as the “lighthouse†in Asia and accounts for 60% of the domestic lighting industry, has a strong scale because it has become a largest lighting production base in China and even in Asia. Europe, the Middle East and the Middle East also have a lot of market share.
Lighting industry marketing status
However, it is such an industry with broad market prospects and strong industrial base. The basic level of marketing is very primitive. After nearly two years, we conducted a comprehensive investigation and demonstration of the marketing status of this industry. As a result, we are still a little excited about these marketing practitioners. Through the following phenomena, we can have a general understanding of the overall status of lighting marketing.
China's lighting and lighting industry marketing analysis case interpretation of China's lighting industry marketing analysis of marketing technology China's lighting industry's marketing analysis of the break and prescription LEDNB market penetration rate of 15% next year forced procurement of energy-saving lamps help promote energy-saving emission reduction The stock price fell to the price at the beginning of the year
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