[Source: LED Engineering's "LED lighting channel" 2013 the fourth period (total of 40) Reporter / Zhang Geng]

The advantage of the big store is that the products are complete and convenient for customers to shop one-stop, so it is favored by many lighting companies.

Nowadays, in the major lighting stores in Shenzhen, there are no big stores with a store area of ​​more than 250m2. The reason is that the rent is too expensive and the passenger traffic is scarce, which makes the management difficulty of the manufacturers increase.

Luohu and Futian building materials market is the most concentrated, and is also known as the mainstream store area, the average rental price is 120 yuan / m2. For example, Futian Guoanju 160m2 shop, the annual rent is 200,000 yuan, Huaqiang North LED procurement center rent is more expensive, 30m2 shop average monthly rent is 15,000 yuan.

Many merchants have reported that “the shop is now working for the store, and the monthly rent of hard-earned money accounts for the majority.”

The reporter learned that only the relatively cheap rents can support the expenses of big stores. For example, this street in Longyuan Road, Longgang District, Shenzhen has gathered a lot of lighting dealers. The cheaper rent is the biggest attraction. Shenxing Lighting is here. The site has opened a single large store with an area of ​​1,000 square meters and an average monthly rent of 35 yuan/m2.

In the past two years, with the decrease in passenger traffic, the performance of the store has fallen sharply, and the risk of single store operations has also increased. Shen Shengsheng, director of sales at Shenzhen, said, “The cost of rent now is getting bigger and bigger, even accounting for 60% of the total cost of the store.”

In addition, the online shopping market, store expansion and so on have also made the source of customers more diverted, so the business risk of large stores is rising.

The source is difficult to protect

At present, the reduction of customer sources in various building materials markets is a key topic for dealers to discuss. There is no good performance without passenger traffic, and the cost of large stores is much larger than that of small stores. Therefore, the operational risks are even greater. The operation of the store has gone from bad to worse.

Zhou Xinggao, GI Light World Planning Manager, told reporters that “the traffic volume of GI Light World has fallen sharply since last year, and the operational risks are increasing.” Foshan Lighting’s first-class agent in Guangshun’s hardware and electrical chain retail sales also experienced a sharp decline. Purchasing manager Feng Caixun said, “The retail performance of Foshan Lighting was completed 10 million yuan in the previous year, but the retail performance fell by half last year.”

In the second half of last year, Yu Ting Xuan Lighting withdrew from Yimeijia Lighting City due to rent increase. Yu Ting Xuan is the largest business operator of Yimeijia, with a store area of ​​500m2. Huang Chaoan, the director of Yantingxuan, told reporters that “there has been a small amount of traffic since the establishment of Yimeijia, and business has been difficult to do. If the rent is increased, the burden on the merchants will be even greater. Therefore, we propose to reduce rent and later with the store. If we don’t talk, we will only withdraw."

Yao Haiting, sales director of Matsushita Electric Industrial Lo Wu Operation Center, has made a statistical analysis of customer groups since last year. Among them, 40% of new homes, 30% of ordinary residents, 20% of hotel decoration and engineering, and 10% of Hong Kong customers. In the past years, the number of new homes accounted for 70%, and it seems that the proportion of this consumer population has dropped rapidly.

The real estate market is the main source of support for the performance of large stores. Real estate developers' sales of rough houses have always been a barometer of the building materials market. Today, this watch is no longer working, because the number of people in the real estate market is too much to cause data distortion. According to Xinhua News Agency, the State Grid Corporation survey in 660 cities across the country shows that up to 65.4 million residential electricity meters have zero readings for six consecutive months. These vacant houses are enough for 200 million people to live.

Multi-channel feeding

Xu Fengyun, former vice president of NVC Lighting Holdings Co., Ltd., said on Weibo that "National and next year will launch nearly 3 million sets of affordable housing and housing, all with renovation, lighting products are all controlled in the Housing Authority and housing. In the hands of the security housing, there is no business opportunity for traditional housing providers."

Since July 2011, Shenzhen Baoan Fuyong, Baoan Central District, Longgang Pingdi, Baoan Guanlan, Guangming New District, Longgang Buji and other 8 areas, nearly 10,000 housing units with a total construction area of ​​897,700 square meters have been opened Built, all with their own decoration. Anjufang will be a new battleground for major lighting companies, while traditional distribution channels are marginalized.

In addition, the online shopping market will attract a large number of customers with traditional channels, because online shopping products are cheaper.

Such as: Philips model 30074 6W cool Czech LED table lamp Tmall price of only 259.9 yuan, Shenzhen another home lighting city Philips fashion home hall price is 420 yuan; Philips model 30276 32W ceiling lamp Tmall price of only 109 yuan, Shenzhen Another home lighting city Philips fashion home price is 499 yuan.

Chen Haiqiu, former sales director of Shenzhen Futian Bianju Yaliang Lighting Co., Ltd., told reporters that "Op Orange Light 66W ceiling lamp Tmall is priced at 198 yuan, while dealers only need to pay 206 yuan for the price; Opal Orange Orange 40W ceiling lamp for sale The price is 118 yuan, and the dealers get the price of 110 yuan. The sales price of online products is cheaper than the price of the dealers. It can be foreseen that in the increasingly powerful online store, the physical store will be difficult to run in the future."

The biggest advantage of online stores compared to physical stores is that rents are much cheaper and there are no regional restrictions.

In addition, the continued expansion of the store also makes the traditional channel source more diverted, Xu Fengyun said, “Suning Real Estate plans to open 53 supermarkets in the country in the next 3 years, including (lighting) design area, combined with its network resources online and offline The interaction allows consumers to experience the products through stores across the country. The addition of Suning will have an impact on existing channels."

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