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The high return and high profit have prompted the market to set off a crystal light frenzy. The big group, the small workshop, the swarming, the American style, the simple and modern style, make the crystal lamp have thousands of graces, but the price war is fierce and counterfeit. Factors such as serious homogenization make the crystal lamp face a single embarrassment under the bustling.
The market downturn has accelerated the exposure of the original "dark disease" to the surface, and the sound of shuffling has been endless. The manufacturers have been struggling to support the crisis, and the business activities are promoted with light inventory. What is the reason behind the noble crystal lamp?
Change of game rules
After more than 20 years of rapid growth, the crystal lamp industry has ushered in a decline after the peak. As far as Zhongshan is concerned, the number of crystal lamp finished products has increased from more than 200 before 2005 to more than 1,500 in 2012, and its growth has skyrocketed. Relying on the ancient town to improve the industrial supporting system, the threshold of the establishment of the crystal lamp is greatly reduced, and a small workshop for making crystal lamps is spawned. Walking around the ancient town, we will find many women and children sitting at the door wearing lamp beads and lamp caps. The adult man welds the lamppost and the lamp arm, and has a family-style assembly line.
Due to the large profit margin, many companies have launched the Crystal Light Project in recent years, making the market more competitive. In order to attract merchants to purchase goods, manufacturers have racked their brains to carry out “micro-innovation†in the lamp cups, lamp arms, center shafts and pendants of crystal lamps. Industry insiders have reflected that the style of lanterns needs to change from time to time, and its replacement speed is about three. In the month, there are many small and medium-sized enterprises in the industry, and the weak phenomenon of the commercial strong factory is obvious. With the coming, the excessive requirements of the merchants and the excessive service of the manufacturers.
According to industry insiders, the middle of the crystal lamp is too greasy. In the crystal raw materials, the same size crystal, the price difference from Swarovski to domestic crystal is several dozen times, and some even use glass to impersonate directly. On the finished product, since the person using the lamp does not understand the lamp, it is often "killed." For example, if a crystal lamp with 6 headlights is made of domestic crystal, the production cost is about 2,000 yuan, the ex-factory price will be 4,000 yuan, and finally it can be sold to 8,000 yuan or even tens of thousands of yuan in the dealer's store. "Ninggui sells, does not sell" has become a rumor that merchants grasp the consumer psychology.
With the transparency of information, the rules of the game under the previous information asymmetry have changed. “With the increasing popularity of ancient towns, Guzhen lighting companies will embark on the path of “wholesale to retail, retail and change engineeringâ€, that is, consumers who originally purchased goods from dealers, slowly go to the ancient town to see the lights to buy lights, and The local engineering customer will directly negotiate with the manufacturer and the factory," said Cai Shepei, general manager of Dengmeng Lighting.
In terms of manufacturers, from the early information occlusion in early 2002, the merchants came to the ancient town to “sweep the street†to understand the products. Nowadays, the merchants went through the crystal accessories market to understand the market, then went to the finished shop to select the products, and then went to the group to purchase the products. The best price for the lowest price, the dealer becomes more savvy. The owner of the crystal lamp said that some merchants can even calculate the cost of the whole lamp after they understand the price of the accessory market. The last lamp can only get a profit point of about 20%, which is a far cry from the previous one.
In terms of merchants, some consumers with large purchases will cross the regional dealers and go directly to the ancient town to see the lights to buy lights, which will promote the huge increase in the sales of the stores. The sales of the single stores in the ancient town even exceed the national sales. Amazing case of total sales of outlets.
The rise of strong brands
"This year, the whole environment is in a downturn, and all walks of life are not good. Many companies are currently in a state of survival. The most important thing is to seize important customers first. As for the loss of small customers, it is inevitable. It is a low season, and now some companies will try to organize activities, but mainly prepare for the peak season of August and September. It is expected that the price slaughter in August and September will be even more powerful." A crystal lamp manufacturer told reporters.
"At present, the crystal lamp industry is in the stage of shuffling. The price war and homogenization will be further deepened. Some of the manufacturers without strength will be eliminated. At the same time, in the eyes of powerful manufacturers, they will see more long-term and take this opportunity. The brand takes root." Xu Jinlin, general manager of Minghao Lighting, said.
Compared with the flood of "shuffle" and "closing", the industry said that the crystal lamp industry has the same growth cycle as other industries. After experiencing rapid growth for more than a decade, it is bound to fall back. This year's situation is special, further shortening this cycle.
Qi Lan, chief operating officer of Qilang Lighting, believes that this year's general downturn, but there are two good news from the market feedback, one is usually the house of investment assets will not care about carefully decorated, now under the high-pressure real estate policy, the owners Will take the initiative to decorate, this is a sustainable growth market. In addition, first- and second-tier cities such as Beijing and Shanghai have already reached the level of second-hand housing renovation, and there will be lighting requirements in soft furnishings. Crystal lighting is still a new life for domestic consumers, and the proportion of consumption will be raised in the future.
With the improvement of consumers' living standards, the demand for crystal lamps has gradually increased, and the expansion of the civilian market has prompted the market for crystal lamps to become smaller and more expensive. Consumers in the second and third-tier markets are gradually accepting crystal lamps. Sinking will become an inevitable trend.
The small and medium-sized crystal lamp enterprises pursue the consistent strategy of “urban encircling the cityâ€, and the old crystal lamp enterprises have begun to attack the second and third-tier markets after they have established a firm foothold in the primary market. Crystal Light's “Gao Fu Shuai†Jinda implements and deepens the brand development strategy by upgrading the terminal image, participating in the exhibition and media promotion; Baohui increases the layout of the first-tier cities in the country; and Qilang is more than 1,000 square meters in Beijing this month. The store will open soon, and at the same time deepen the interaction with home improvement companies and designers, and also gains in the development of second- and third-line market outlets.
Be strong and easy to do
“Gao Da Shang†has always been synonymous with crystal lamps. The noble characteristics of crystal lamps make it widely popular in engineering. The proportion of crystal lamps used in hotels or villa clubs is 50%-60%. Compared with the huge cost and trouble of the construction of circulation channels, the lucrative profits in the engineering field have made many crystal lamp enterprises love engineering. However, in the development of crystal lamp enterprises, they have encountered the bottleneck of “strengthen but hard to be bigâ€.
The crystal lamp industry is currently chaotic, the market concentration is low, the company's single-unit sales are relatively small, and the company's volume is not large. It is difficult to form strong brands such as NVC, Opp, and Sanxiong in the lighting industry, and thus achieve a benign guiding role for the industry. .
Su Zheshen, chairman of Oriental Lighting, said that the crystal lamp market is now focusing on product craftsmanship, artistry, and individuality. At present, many crystal lamps are more urgent, and the product line is too broad. This is not a good thing, it will affect enterprises. Specialization in the product field, the results are all done, everything is not doing well.
Qi Lan, chief operating officer of Qilang Lighting, believes that one of the difficulties faced by the lantern company is that it cannot achieve scale of production, so it can only take a small and refined route. The experience of Chinese enterprises in accumulating large-scale production is not necessarily suitable for use in the lantern business. Take modern lamps as an example. The material span is very large. There are new alloys, glass, stainless steel, acrylic and other materials. It is very tired to do. If people want to follow Qilang to copy, they may be dragged. Many times, it is related to the distribution of the whole country. If there are many outlets, it can achieve the speed of product circulation and batch upgrade, but it requires a lot of time for the average company to make up for this short board.
The ancient town is the best place to visit. Every time the lighting season is high, regardless of the size of the dealer, the company picks up from the airport and then sends it to the airport. The team is vast, which reflects the weak situation of the strong factory and even the merchant. Let's say good words -- who sells my products, who is the brand!
According to industry insiders, it is often said that the product is life-and-death. It is actually a representation of the business. The mature industry will not have this feeling. For example, acting as a clothing, the operation management mode guidance may be more important, not just at the product level.
How to survive? How to make big sales? How to make more profit? How to transition from an industry brand to a mass brand? Different companies will face different "landscapes".
Conclusion:
Tonnage has a status, and being strong is a concept. Being big is another concept. There is no mass brand in lighting, and how to transition from an industry brand to a mass brand will be a problem for many companies.