The main battlefield of commercial lighting enterprise market competition has shifted from channel to home improvement company, engineering and mass consumption. Some industry insiders said that this marks the footsteps of Shangzhao Enterprise into the mass brand.
In recent years, commercial lighting companies have continued to develop professional segmentation channels such as home improvement companies and chain supermarkets. Brand concentration and designated procurement rates are increasing, and brand influence is increasing year by year. This has become an important symbol for the maturity of commercial lighting brand market operations. In addition, commercial lighting companies have begun to cooperate with related industries in a wider range of fields, and brand segmentation has become more and more obvious.
Brand strength is increasingly prominent
Among the commercial lighting products, there are nearly 500 finished lamps and lanterns in the country, among which there are more than 300 downlights and related supporting enterprises in Nanhai, Foshan, nearly 100 in ancient towns, more than 50 in Huizhou, and dozens in East China. NVC has an annual output of 20 million sets of downlights, and Shifu has an annual output of 10 million sets. The finished products of spotlights are mainly in Foshan, Nanhai, Zhongshan, Huizhou, Dongguan, Zhejiang, Shanghai and Jiangsu; the metal halide lamps are nearly 100 in China. The output of billion light bulbs is less than 2%. According to preliminary statistics, there are currently less than 50 manufacturers of metal halide lamps in China, mainly in Guangdong, Zhejiang, Jiangsu, Shanghai, Beijing and other regions. The main production enterprises are Philips, Osram, GE, Shanghai Yaming, Jiangsu Pro. Si, Foshan Lighting, Foshan Huaquan Lighting, etc. In the field of commercial lighting, there are also a number of OEM companies, mostly small-scale production companies, focusing on production and basically doing nothing in terminal marketing. After ten years of market baptism, the marketing ideas and concepts of major domestic brands have undergone major changes, gradually developing from extensive to professional, and achieved remarkable results.
Domain segmentation is more specialized
Market-oriented, adapting to market demand and deepening the market is the breakthrough point in the current commercial lighting field. In 2008, the domestic commercial lighting field presented a battle for professional fields that were subdivided for different product functions. The business photo representatives, represented by NVC, Suihe, and Sidon, have rushed to break through in the professional field, and continue to cooperate in depth with clothing, jewelry, medical care, hotels and other fields, hoping to occupy more market share. In fact, for the development of this part of the channel, relying on the comprehensive strength of the enterprise and the system service plan to a considerable extent, this poses a greater challenge to the brand enterprise.
At present, NVC divides commercial lighting into professional lighting fields for clothing, commercial supermarkets, office, education, hospitals, and hotels. The brand service department provides professional lighting design solutions in this field. Seaton Lighting also has a corresponding large customer department, and Seaton Lighting typically breaks down commercial lighting into commercial displays, public facilities, hotels and office segments. It can be foreseen that the comprehensive strength of the business enterprise will become the core competitiveness in the future market.
Channel expansion to diversified penetration
With the increase in domestic production cost and human resource costs in 2008, the competition in the commercial lighting sector to seize the second and third-tier markets has become more intense. Nowadays, a series of market behaviors, such as NVC, Sidon, Yihe, and Pinshang, are all around the market in the second and third-tier markets.
On the other hand, commercial lighting brands with “net outlets†and “sales sales†as the main sales support points, the diversification of sales channels directly determines the development power of their brands. With the arrival of the lighting season in the lighting market, the major commercial brands began to take the initiative to launch brand promotion and multi-faceted cooperation. In the major building materials and clothing exhibitions, there are many well-known commercial lighting brands in the industry. The deep cooperation between major brands and designers and home improvement companies is also expanding. Channel diversification has become the focus of more and more enterprises. Further deepen brand promotion and channel penetration to open up new commercial lighting sales channels.
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