In March of this year, on the occasion of the trial operation of Dengdu Times Square, among the over 100 stores on the 9th floor, the number of European-style lamps accounted for 12 of them. The decoration in the store is very valuable, and it is more than the crystal lamp store that has always been noble and temperament. The European lamp is infinite. However, in less than half a year, eight of them have quietly “retiredâ€, and now there are only four. Some people say that this is because the rent of the square is too expensive, and some people blame the poor management of the company itself. It is a fact that the operating cost of European-style lamp monopoly has become high, and channel construction has become a major obstacle to its development.
The ancient town of the ancient town has gradually become a climate European-style lamp enterprise officially in the ancient town exposed face is in the ancient town titled "China Light Capital" before and after. In 2001, some Taiwan-funded enterprises began to test domestic sales, but unfortunately, they were not satisfied with the situation. However, this action caused a small number of people who heard the "profit" and the sensitive touch of the lamp industry; in 2002, the second edition of the Fair was unprecedentedly successful, the ancient town won the "China Light Capital" reputation, foreign businessmen are also coming The ancient lamp of the ancient town is also divided into a piece of export. In 2003, Knock, known as the "lighting house", integrated the cast copper soldering technique into the European lamp in the "Fisino" brand, bringing a fresh market to the market. In 2004, “Aike Shidunâ€, who was born in the giants, first promoted the European-style lamp with resin as the backbone, occupying the commanding height of the market blank, and then relying on Huayi Group’s deep brand and channels, the market sales increased steadily; In the second half of the year, Knock sought marketing breakthroughs and integrated sub-brands such as “Divoli†and “Mei†after integrating marketing resources. Its subdivided city tasted the glory of the heroic position and grabbed the eye of the European-style lamp in the same year. In 2008, “Kai Meng†also took the high-profile appearance of the group company. In just a few years, European lamps have completed the first round of competition from the depth of their own circles to the cross-industry consortium involved in competition. For a time, even the lights are the "up-and-coming star" in the field of European lights. It is also a trend of the rivers and lakes. It is no wonder that some people in the industry have commented that "the winter of the financial crisis happens to be the spring of European classical lamps."
Asymmetry in supply and demand in the market From the beginning of 2008 to the first half of 2009, in just one year, the European lamp companies have performed a “parabolicâ€. The number of manufacturers has suddenly dropped after the blowout. Now, the number of European-style lamp manufacturers in the ancient town has slipped by half from nearly 200 in the peak period last year. The short-term ups and downs prove two points: First, most manufacturers are "myopia", the terminal demand is not in place, only to see short-term interests; Second, the channel construction cost is too high, so that the horses are difficult to ride on the horse, most of them only halfway halberd".
The inconsistency of supply and demand and the asymmetry of information have led to excessive expansion of the market. The lights are crowded up in a short period of time, and the entire industry presents an irrational “prosperity†scene. In 2007?2008, many non-"class" companies with certain strengths, such as Jihao, Liangdengbao, Safino and other lighting manufacturers have also started to operate European lamps. However, the rapid increase in the number of production enterprises will inevitably lead to vicious competition, and the disillusionment of the bubble will also accelerate.
The cost is the maximum pressure of the monopoly mode. The store is the best sales model for European lamps. However, the product characteristics of the European lamp itself determine that its display requires a lot of money to support. "I think the area of ​​the store is preferably 500 to 1000 square meters. The total cost of 500 square meters is about 1 million yuan. If you invest in a prime location in a metropolis such as Shanghai, I am afraid it will be more than one third. I am now On the 8th floor of Dengdu Times Square, there is a 600-square-meter flagship store. The monthly sales must reach 1 million yuan. If you don't have it, you can't afford expensive rents." Huang Xiaodong, general manager of Shafeino Lighting, said The pressure of a European-style lamp company that just wanted to be a high-end market for two years.
In 2008, the European brand with high visibility in the industry?? The number of stores in the country has exceeded 100, mainly in the first-tier cities in developed regions. The traders of the two companies believe that the reasonable area of ​​the store is 200-300 square meters, plus the cost of rent, lighting, decoration, home, and accessories will add 600,000-800,000 yuan. This is a huge pressure for manufacturers of European lamps.
"The two most important points in the development of European-style light channels are inventory and logistics. Domestic distributors take bulk cargo as the mainstay, and most of the inventory pressure is borne by manufacturers, ranging from RMB 3 million to RMB 10 million. Li Keyong, general manager of Aikeshidun, told the reporter. When the dealers did not make any money, the manufacturers asked them to make inventory, and they had to invest huge sums of money to build a specialty store. Obviously, it is unlikely. Therefore, even the large-scale European-style lighting enterprises in the ancient towns now generally choose to develop the joining mode of the store-in-shop or the exclusive area, especially some newly developed areas.
The current five types of lamps, all of which are European-style lamps, are all in the world. Profit-seeking is the true nature of the business, but it is easy to blindly follow the word. Many companies ignore the market's objective environment and their own conditions, causing the industry to enter the precarious state of prematurely. Five types of European-style lamp manufacturers can go the same way and walk into the hall of the brand. No one can take a chest guarantee. But you can see some differences from their respective starting points and current living conditions.
1. Reluctant to turn around: Some European-style lamps companies that have been racing in the European and American markets have turned into the domestic market. With full expectations and a little helplessness, they have begun their first close contact with the domestic market.
Comments accustomed to dealing with the European and American regions suddenly return to the mainland market due to the cooling of the environment, there is always more or less unacceptable, coupled with a limited understanding of the local market, in product structure and customer relationship, etc. The grasp of aspects still needs to be strengthened.
2, half-way type: from the production of other types of lighting products to the enterprise, or only the European lamp as a new profit growth point.
Comments such companies are easily blinded by past experience, full of thoughts can simply copy the original product channels and models, but ignore the difference between European lamps and other such as crystal lamps, modern lights, so that Zhang Li Li Dai, the consumption of resources has little effect The defects of the product process, lack of production capacity, logistics inventory and other defects are exposed.
3, see the forgotten type: new industry entrants, foreign business owners and big distributors who tasted the sweetness as the main body of investment.
Commenting on these "financial masters" who speculate more than investment, the vast majority only see the current high profits of European lamps, the competitors are not strong, the channels are chaotic, and they want to take the opportunity to "fish" a quick money. If you are willing to follow the rules, it is justifiable, but according to people familiar with the industry, the "gamblers" who have set up speculative psychology have established "three no" enterprises.
4. Another type of mountain head: The person in charge of the production or marketing of the original European lamp enterprise “learned†the skills, accumulated a certain network of contacts and funds, saw business opportunities and established a self-reliant portal.
Comments as the saying goes: "When the wings are hard, I want to fly." In the large-scale, well-managed Taiwan-funded enterprises or "soaked" in a flexible and familiar domestic company for three or five years, the production process, materials and even the market The development has been clear, and the natural heart tickles. Such enterprises, "small but complete," can get rid of the shackles of the tail, but it is also likely to make the plagiarism wind more violent.
5, open branches and leaves type: large enterprises to implement multi-brand operations, covering high-end and low-end customers, market segments are also grabbing market share.
Comment on Aike Shidun's return to the Huayi Group, although relatively independent operation, but by the wind boat, has its own convenience. Of course, if you only use multi-brand operation as a kind of money-saving tool without careful care and support, then the longer the battle line, the heavier the burden on the manufacturer.
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