In recent years, with the deepening of the channels of the major home furnishing brands in the lighting industry and the wide expansion of the third and fourth-level outlets, the competition among enterprises for competing for quality merchants has become increasingly hot. In the process of attracting investment from all over the country, various home lighting companies have begun to waive the franchise fee and give the cooperative merchants the greatest preferential policies. The rookie brand group Fujia Lighting also recruits high-quality merchants on a large scale and comprehensively opens up market outlets. However, the development of home lighting is still uneven, and further standardization and improvement are needed. In the visit to Shijiazhuang Lighting City, the author summed up the four major trends in the development of home lighting, hoping to share with you.
Product trading platform to e-commerce transformation With the acceleration of urbanization process, urban white-collar workers are increasingly pursuing material life, and simple trading platforms can no longer meet consumer demand. The rise of e-commerce has just changed the status quo. Taking the lighting industry as an example, the lighting experience with outstanding personality and convenience is more and more favored and paid attention by consumers. It is not difficult to see that Internet stores will become the mainstream trend of future home lighting development, and gradually replace traditional stores.
The intensification of competition from the sales-oriented to the service-oriented lighting industry has made the concept of terminal success more deeply rooted in the hearts of the people. Home lighting merchants have intensified their terminals, constantly innovating in service, optimizing and reforming, and marketing-oriented business ideas began to transform into enhanced services. Perhaps as they grow and develop, there are two business models that will gradually surface: one is a refined and specialized model; the other is a large and comprehensive development model. Doing fine, doing specialization, and doing it will become a direction for the development of home lighting businesses. They will bring the fine division of professional division of labor, focus on one field, have high-quality products, serve a stable consumer group, and make themselves longer-term. development of. In the process of serving consumer groups, it is no longer limited to simple after-sales service, but focuses on the professional services of pre-sale, sale and after-sales integration; services for product design, use guidance, after-sales and so on. And these are also the nirvana that merchants should have.
The transformation of the brand from the product brand to the merchant's brand has not only become the development direction of the business, but also the common goal of all the businesses in the lighting industry. For merchants, the maturity of self-business brand is a clear sign of the establishment of its market position. A few years ago, merchants recognized the long-term development must take the product branding route. Many merchants choose their own brands to operate. Nowadays, merchants are aware that in addition to the brand awareness of the agency, the creation of their own brand is also crucial. This is especially true for home lighting business operations. To stand out among many powerful businesses, we must rely on our own integrity and reputation, the accumulated resource advantages and long-term partnerships to achieve the influence of the brand. Once the influence of the brand name is formed, it will bring great thrust to the business itself.
Consumers shift from perceptual consumption to rational consumption. The current home lighting market is still in the stage of oversupply. In a wide variety of products, consumers will be more and more rational in their selection of products. It is getting higher and higher. When consumers choose products, they have begun to transition from the blind consumption stage that met the simple lighting demand in the past to the high standard rational consumption stage that seeks consumers to enjoy. When they buy products, they need more guidance from the merchants, more consumer services, and will shop around according to their own consumption needs. For products that are not suitable for their own consumption, consumers will more rationally curb consumer desires; and for products with consumer desires, they all want products to be value for money, which puts higher demands on home lighting businesses.