[Source: "High - tech LED- lighting market" November issue reporter / Zhou Ziling]
With the establishment of Tianjin's position in the national economic strategy, the largest open coastal city in the north has once again ushered in vitality and is striving to make progress towards the goal of an international modern and livable city.
Large-scale infrastructure construction and a booming real estate market have injected a strong vitality into the Tianjin lighting industry. According to incomplete statistics, from 2010 to 2012, almost all of the lighting markets in Tianjin have been quietly changing their appearances, and they have been upgraded and upgraded to enter the market, scale, and brand. As of August this year, the new lighting market positioning and layout has basically replaced the previously sloppy lighting market.
However, in the face of Tianjin's new lighting business environment, various problems in the lighting market are endless, investment difficulties, business bleak, market and business relationship tensions... What is the future of the Tianjin lighting market? Where to go? They are all problems that need to be solved in front of Tianjin lighting operators.
The positioning of the store in the new environment is not clear
In the spring of 2010, the lighting area of ​​Tianjin Zhujiang Decoration City was demolished. After more than a year of re-construction and investment promotion, in October 2011, the Pearl River International Lighting Expo Center, the largest, highest-grade and most comprehensive brand in Tianjin, was established. Positioning Tianjin's highest-end lighting stores, market environment, rent, brand, etc. have created the most of the lamps in Tianjin's history. I thought it would win consumers' cheers, but the business was not warm and did not reach the desired goal.
Therefore, the market often does the lighting group buying activities and hits the lowest price advertisement in history to attract consumers. On the one hand, the slogan is the highest-end lighting store in Tianjin, but on the other hand, there are often the lowest-priced lamps in history. The contradiction between the two is really confusing.
Tianjin Red Star Meikailonghe East Store Lighting District was the former relocation of Tianjin Southern Lighting City. Nanfang Lighting City was hailed as the source of Tianjin lamps before it was demolished. It was also the largest and best-selling market at that time, accounting for more than 60% of the market share of Tianjin lamps.
Tianjin Hongxing Meikailong is the highest-end home building materials market in Tianjin. The rental and other property fees are among the highest in the building materials and furniture industry. After the overall relocation of the Southern Lighting City to the first floor of the Red Star Meikailonghe East Store, the original business philosophy and rental level were retained, which formed a strong contrast with the overall high-end positioning of Red Star Macalline.
Although, the Red Star Macalline propaganda has repeatedly emphasized the word-of-mouth effect of the Southern Lighting City, but no matter how hard it is, the former business of the Southern Lighting City is hot, and now the Red Star Macalline has completely disappeared. A hundred meters away, a few words difference, but created a business scene of the two lights of the southern lighting city, in the final analysis, the southern lighting city placed in a position should not be placed. One is doing wholesale, one is doing high-end retail, and the hard-working combination is combined, and the individual consumer groups are missed. The two-day business can be said to be unexpected.
Tianjin Huabei Lighting Headquarters Base is located in Tianjin Binhai New Area, and is located in Tianjin North China Lighting Wholesale Base. However, due to the geographical location relative to other lighting cities, coupled with the market's operation and management propaganda has not kept up, and did not let consumers know that this is a wholesale-oriented lighting city, so the business has been bleak since the opening It has been dubbed as a “lighting warehouse†by many lighting operators.
The area of ​​Tianjin Jimei Home Lighting Zone is about 10,000 square meters, which is integrated with the largest Jimei Home City in Tianjin. “One stop shopping†is the business idea of ​​Jimei Home. However, Jimei Home did not see the development trend of lamps. I did not realize that the Chinese lighting industry has already formed a separate system and needs an independent business environment. At present, many merchants in the Jimei home lighting district are unable to make ends meet, and countless closures have closed down.
The economic situation is not good, the competition is more competitive.
From 2011 to now, it is a heavy blow to the real estate industry. The rise and fall of the lighting industry has a great relationship with real estate. Affected by the macro-control of real estate, the lighting industry, especially the newly emerging LED lighting market, has also been hit hard by varying degrees.
On the other hand, the lighting market has been expanding in Tianjin in the past two years, and the area has more than doubled since 2010. In the face of the new lighting market, merchants are in a dilemma. Expansion is afraid of bad business, and expansion is not afraid of losing new markets. However, basically 80% of merchants have chosen to expand, which is the need for development and the need to compete for the market.
Regrettably, the Tianjin lighting merchants did not get much tangible benefits from the expansion. On the contrary, the cost pressures of rent, manpower and property have caused many merchants to have a headache.
At present, 60% of merchants in Tianjin's newly opened business for about a year and a half are complaining. The Pearl River International Lighting Expo Center and the Red Star Meikailonghe East Store Lighting District are not warm, and the North China Lighting Base is dubbed the “Lighting Warehouseâ€, and the Jimei Lighting District is on the verge of bankruptcy.
Faced with such a market environment, many lighting operators are struggling to support, and they are all looking forward to real estate recovery. However, some lighting professionals believe that the real estate economy is sluggish and competition is only one aspect. Simply pinning your hopes on the real estate market is not as good as taking the initiative to encourage the channel to diversify, such as cooperation with home improvement companies, taking engineering routes, and second light. Renovation market, etc.
Market and merchants
Before 2010, the Tianjin lighting market was mostly in the form of traditional hypermarkets. In the past two years, the hypermarkets were basically replaced by the modern and beautiful market-oriented lighting market. Faced with the new business environment, various requirements and concepts need to keep pace with the times, but the improvement of the hardware environment has not led to the improvement of the software environment. It is not the lack of lighting market management service concept, that is, the merchants do not understand the modern lighting city management philosophy.
The hardware of the Pearl River International Lighting Expo Center is luxurious, but the management has been slow to keep up. The frequent service of the promotional event concierge is not in place, and the lack of training is the place where the merchant complains about the market. The Red Star Meikailong Hedong Lighting District is managed according to the Red Star Macalline Mall, but the lighting merchants often do not recognize it. It is considered too harsh, and the special style of the lamps and lanterns is created. The lamps cannot be strictly implemented in accordance with the standard of Red Star Macalline.
Due to poor communication, the market side and individual merchants have contradictions. For example, due to poor management, the market of Jimei Home Lighting District is not a small number of people who can't afford to pay rent. Since the market side could not see the passenger flow, in order to save money, the elevator was stopped, and it turned into an event that the business owner closed when the contract was not expired, which triggered the incident of the merchant and the market management. The more the market environment is sluggish, the more the lighting stores and dealers should actively look for ways to find ways, and work hard in management and marketing. Unfortunately, the lighting market is not very aware of its own problems.
Be prepared to shuffle
At present, the Tianjin lighting market is blooming everywhere, and it is collectively caught in a state of tepid, squandering flowers and fascinating eyes, so that many lighting dealers have no way to analyze, who will be able to share a piece of the future competition. Topics such as “Where the lighting market is moving†and “Which place has potential for development†have become the topic of frequent discussion in many lamps and lanterns dealers in Tianjin and the lighting market.
However, in the end, where the balance will be tilted, who will become the winner, it is currently unknown. The natural survival of the fittest, the rest of the game after the reshuffle in the crisis is the final winner. Therefore, both the market and the operators must be fully prepared. Prepare for a smooth transition.
With the establishment of Tianjin's position in the national economic strategy, the largest open coastal city in the north has once again ushered in vitality and is striving to make progress towards the goal of an international modern and livable city.
Large-scale infrastructure construction and a booming real estate market have injected a strong vitality into the Tianjin lighting industry. According to incomplete statistics, from 2010 to 2012, almost all of the lighting markets in Tianjin have been quietly changing their appearances, and they have been upgraded and upgraded to enter the market, scale, and brand. As of August this year, the new lighting market positioning and layout has basically replaced the previously sloppy lighting market.
However, in the face of Tianjin's new lighting business environment, various problems in the lighting market are endless, investment difficulties, business bleak, market and business relationship tensions... What is the future of the Tianjin lighting market? Where to go? They are all problems that need to be solved in front of Tianjin lighting operators.
The positioning of the store in the new environment is not clear
In the spring of 2010, the lighting area of ​​Tianjin Zhujiang Decoration City was demolished. After more than a year of re-construction and investment promotion, in October 2011, the Pearl River International Lighting Expo Center, the largest, highest-grade and most comprehensive brand in Tianjin, was established. Positioning Tianjin's highest-end lighting stores, market environment, rent, brand, etc. have created the most of the lamps in Tianjin's history. I thought it would win consumers' cheers, but the business was not warm and did not reach the desired goal.
Therefore, the market often does the lighting group buying activities and hits the lowest price advertisement in history to attract consumers. On the one hand, the slogan is the highest-end lighting store in Tianjin, but on the other hand, there are often the lowest-priced lamps in history. The contradiction between the two is really confusing.
Tianjin Red Star Meikailonghe East Store Lighting District was the former relocation of Tianjin Southern Lighting City. Nanfang Lighting City was hailed as the source of Tianjin lamps before it was demolished. It was also the largest and best-selling market at that time, accounting for more than 60% of the market share of Tianjin lamps.
Tianjin Hongxing Meikailong is the highest-end home building materials market in Tianjin. The rental and other property fees are among the highest in the building materials and furniture industry. After the overall relocation of the Southern Lighting City to the first floor of the Red Star Meikailonghe East Store, the original business philosophy and rental level were retained, which formed a strong contrast with the overall high-end positioning of Red Star Macalline.
Although, the Red Star Macalline propaganda has repeatedly emphasized the word-of-mouth effect of the Southern Lighting City, but no matter how hard it is, the former business of the Southern Lighting City is hot, and now the Red Star Macalline has completely disappeared. A hundred meters away, a few words difference, but created a business scene of the two lights of the southern lighting city, in the final analysis, the southern lighting city placed in a position should not be placed. One is doing wholesale, one is doing high-end retail, and the hard-working combination is combined, and the individual consumer groups are missed. The two-day business can be said to be unexpected.
Tianjin Huabei Lighting Headquarters Base is located in Tianjin Binhai New Area, and is located in Tianjin North China Lighting Wholesale Base. However, due to the geographical location relative to other lighting cities, coupled with the market's operation and management propaganda has not kept up, and did not let consumers know that this is a wholesale-oriented lighting city, so the business has been bleak since the opening It has been dubbed as a “lighting warehouse†by many lighting operators.
The area of ​​Tianjin Jimei Home Lighting Zone is about 10,000 square meters, which is integrated with the largest Jimei Home City in Tianjin. “One stop shopping†is the business idea of ​​Jimei Home. However, Jimei Home did not see the development trend of lamps. I did not realize that the Chinese lighting industry has already formed a separate system and needs an independent business environment. At present, many merchants in the Jimei home lighting district are unable to make ends meet, and countless closures have closed down.
The economic situation is not good, the competition is more competitive.
From 2011 to now, it is a heavy blow to the real estate industry. The rise and fall of the lighting industry has a great relationship with real estate. Affected by the macro-control of real estate, the lighting industry, especially the newly emerging LED lighting market, has also been hit hard by varying degrees.
On the other hand, the lighting market has been expanding in Tianjin in the past two years, and the area has more than doubled since 2010. In the face of the new lighting market, merchants are in a dilemma. Expansion is afraid of bad business, and expansion is not afraid of losing new markets. However, basically 80% of merchants have chosen to expand, which is the need for development and the need to compete for the market.
Regrettably, the Tianjin lighting merchants did not get much tangible benefits from the expansion. On the contrary, the cost pressures of rent, manpower and property have caused many merchants to have a headache.
At present, 60% of merchants in Tianjin's newly opened business for about a year and a half are complaining. The Pearl River International Lighting Expo Center and the Red Star Meikailonghe East Store Lighting District are not warm, and the North China Lighting Base is dubbed the “Lighting Warehouseâ€, and the Jimei Lighting District is on the verge of bankruptcy.
Faced with such a market environment, many lighting operators are struggling to support, and they are all looking forward to real estate recovery. However, some lighting professionals believe that the real estate economy is sluggish and competition is only one aspect. Simply pinning your hopes on the real estate market is not as good as taking the initiative to encourage the channel to diversify, such as cooperation with home improvement companies, taking engineering routes, and second light. Renovation market, etc.
Market and merchants
Before 2010, the Tianjin lighting market was mostly in the form of traditional hypermarkets. In the past two years, the hypermarkets were basically replaced by the modern and beautiful market-oriented lighting market. Faced with the new business environment, various requirements and concepts need to keep pace with the times, but the improvement of the hardware environment has not led to the improvement of the software environment. It is not the lack of lighting market management service concept, that is, the merchants do not understand the modern lighting city management philosophy.
The hardware of the Pearl River International Lighting Expo Center is luxurious, but the management has been slow to keep up. The frequent service of the promotional event concierge is not in place, and the lack of training is the place where the merchant complains about the market. The Red Star Meikailong Hedong Lighting District is managed according to the Red Star Macalline Mall, but the lighting merchants often do not recognize it. It is considered too harsh, and the special style of the lamps and lanterns is created. The lamps cannot be strictly implemented in accordance with the standard of Red Star Macalline.
Due to poor communication, the market side and individual merchants have contradictions. For example, due to poor management, the market of Jimei Home Lighting District is not a small number of people who can't afford to pay rent. Since the market side could not see the passenger flow, in order to save money, the elevator was stopped, and it turned into an event that the business owner closed when the contract was not expired, which triggered the incident of the merchant and the market management. The more the market environment is sluggish, the more the lighting stores and dealers should actively look for ways to find ways, and work hard in management and marketing. Unfortunately, the lighting market is not very aware of its own problems.
Be prepared to shuffle
At present, the Tianjin lighting market is blooming everywhere, and it is collectively caught in a state of tepid, squandering flowers and fascinating eyes, so that many lighting dealers have no way to analyze, who will be able to share a piece of the future competition. Topics such as “Where the lighting market is moving†and “Which place has potential for development†have become the topic of frequent discussion in many lamps and lanterns dealers in Tianjin and the lighting market.
However, in the end, where the balance will be tilted, who will become the winner, it is currently unknown. The natural survival of the fittest, the rest of the game after the reshuffle in the crisis is the final winner. Therefore, both the market and the operators must be fully prepared. Prepare for a smooth transition.
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