Can not find the feeling of extending the traditional channels
According to authoritative statistics, real estate investment this year will be compressed more than half, 56% compression in Shenzhen, Guangzhou, because in the past mainly depend on the mortgage, the money supply tightened, compressed by 60%, but less compressed in some places north. To survive, the lighting industry has shown a stunning endurance, but in a market test of Ice and Fire, the lighting industry as a whole marketing chain showed signs of fatigue, problems are intensifying, particularly because of interest in purchasing channels, it is particularly urgent. According to the survey, the current lighting industry sales channels mainly from the following six kinds of patterns.
At present, China's lighting industry market size of about 300 billion yuan. Traditional dominant channel, which is the professional market store model, accounting for more than half of the share of total about 159 billion yuan. Other sales of more than 100 billion market, mainly in invisible channels, including home improvement (Tooling) design and engineering company procurement, real estate purchases and so on.
A professional market in the traditional storefront stall mode
In this channel model, with annual sales of 159 billion yuan, accounting for more than half of sales in the industry. In this traditional model, rely mainly on sales of retail stores mainly. In order to ensure the richness of products and market coverage, to take the model of business-store bigger and bigger, more and more inventory, store staff is also increasing, profits are getting thin, especially in the past two years Retail rents rose, a business body the mountain. According to our research, the current rate of expansion has been presented at the storefront slowing trend, sales are growing sharply, shopkeeper have been behind the trend can only store image and product display.
2 supermarket chain model building materials
Supermarket chains have several times in the fashion industry, many companies and businesses also set up a special department, sent people out KA stores, but the market's performance has been unsatisfactory, do not make money earn shouted. Building materials supermarket chain was a lighting business in a professional outside the store to find a new space for development, but because of the lighting industry itself, is not concerned about the impact of corporate brand is not enough lighting, lack of experience with corporate store operations, many companies crashed out of the supermarket chain. In fact, due to the high cost of supermarket chains approach, slow payment clearing, most companies do not have approach lighting conditions.
3 procurement model
Procurement has been the meat and potatoes of the lighting industry, a huge amount of purchases as engineering, an engineering company or business can meet a few months, six months or a year in sales, so the market hot pursuit, and some businesses as master abundant social resources, often to only set up shop the way the company does not operate. The lack of stable sales and brand, many lighting companies in receipt of orders can only be crammed, to find appropriate brands and products, in order to meet the engineering side of the product evaluation, and even had to bring people to the store to see other businesses products, it is very embarrassing.
4 home improvement company, purchasing patterns
Home improvement company, designer sales channel has been called the invisible channels of industry professionals, on the one hand they do not directly sell lighting products, on the other hand there are thousands of products handled by the designer billion, there are more than 540 direct procurement billion designer-led consumer interest is an indisputable fact that, while the home improvement company's building materials due to a large demand, so many vendors whom envious. However, large companies can do the lighting industry have also only affect a designer, but can not form stable marketing channels. Coupled with the shortcomings of their own home improvement industry, such as kickbacks, procurement of low-quality products, without trust, deceive consumers so that consumers can have a serious distrust. As a designer is , a suite decoration, decoration design only cost several hundred dollars, do not eat from material kickback, there is no way out. So designers can only hide behind a hidden channel can not be sexually explicit channels.
5 real estate procurement model
Lighting industry, real estate business should be considered one of the most sales to customers, the current through the direct purchase of lighting products real estate has more than 15 billion yuan. Large purchases have brought great procurement corruption. As the information transparent, price, quality and so can not be guaranteed to real estate buyers in the model room building great inconvenience, or even product quality problems because of repeated complaints.
6 new online shopping model
With the development of electronic commerce, online shopping has become a fashion, but it has not become a trend, consumers do not trust online shopping is still quite. Received from the Quality Promotion complaints case study, consumer complaints focused on the main issues: Networks unauthorized charges to cell phone users send text messages, such as news, jokes, weather, consumers on the site to remove these charges information but always fails, contact the company also can not be resolved; delivery delay, even after the payment has not been the purchased goods, in the case of complaints, nearly 17% of consumers in the online ordering and payment, but not receipt of goods; most websites did not provide sufficient information to consumers, 33% of the site is not Shipping & Returns, 39% of the site is not to establish privacy protection measures; not fulfill the agreed service, on-line sale of goods will not take "three guarantees" responsibility. So, the lack of credibility of the guarantee, so online shopping has not become very popular.
In fact, the procurement of the above model, in essence, is the "factory?? Business?? Purchasers" mode, the key market development is good or bad business and develop their own sense of strength.
Pan-home business that has been neglected
Home field in the Pan, purchasing products is finishing materials, lighting is one of decoration materials. Pan-home concept appeared in China in the beginning of this century, but its covering furniture, ceramics, sanitary ware, lighting, electrical, hardware, paint, plates and other major industries in China's development, it has developed nearly 30 years, forming an annual output value over 1 trillion yuan of large industries.
With the home now has introduced a whole, pan-home products have been integrated in consumer devices, consumers no longer buy decoration material, but to buy a home, one-stop shopping has become a necessity. In fact, experiential marketing has been speculation in the industry for many years, but has been unable to make the trip, the most important reason is the pan-home business barriers between product management has been unable to get through. B & Q, a pretty home, IKEA stores and supermarket chains and other large emergence of home area in the pan has been a great success, and surprise, home purchase patterns and other popular line, is home field for the Pan-business sales channels available on the compatibility possible.
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