Core feed

● In 2007, nearly 20% of the domestic primary market operated modern lanterns;
● Compared with 2006, the sales volume of modern lanterns increased between 10% and 30%, and the growth rate was flat;
● The biggest confusion of modern lanterns: product counterfeiting is too serious;
● Up to now, the channel strength of Xinteli in the domestic primary market has surpassed Qilang;
● Business forecast: New Terri will become the king of modern lanterns;
● Modern lanterns are popular in the next 5-10 years.

market situation

Nearly 20% of merchants operate modern lanterns

The scope of the survey is the primary market for the domestic lighting industry, including Jinan, Linyi, Hefei, Shanghai, Nanjing, Hangzhou, Ningbo, Guangzhou (only investigating the two lights of Nantian and Anhua), Shenzhen, Shunde, Foshan, Nanning, Xiamen, Changsha, Wuhan, Zhengzhou, Nanchang, Beijing, Tianjin, Shijiazhuang, Taiyuan, Hohhot, Yinchuan, Xi'an, Lanzhou, Chengdu, Chongqing, Kunming, Guiyang, Shenyang, Dalian, Changchun, Harbin, etc., a total of 12,202 merchants were investigated, including There are 2,360 operating modern lanterns, accounting for 19.3% of the total number of survey merchants.

Among dozens of styles of home lighting, modern lanterns currently have a market share of 19.3%, which is quite high. The enthusiasm of merchants to operate modern lanterns stems from the huge market demand. 19.3%, this can reflect a phenomenon from the side: the trend of rejuvenation of lighting consumer groups is becoming more and more obvious.

Among them, the total number of survey merchants in East China is 3,217, and there are 569 merchants operating modern lanterns, accounting for 17.7%; the total number of survey merchants in South China (Guangzhou only surveys Nantian and Anhua) is 544. There are 309 merchants of modern lanterns, accounting for 56.8%; the total number of merchants surveyed in Central China is 1,653, of which 555 operate modern lanterns, accounting for 33.6%; the total number of survey merchants in North China is 2,876. There are 538 merchants of modern lanterns, accounting for 18.7%; the total number of merchants surveyed in Northwest China is 762, only 89 merchants operating modern lanterns, accounting for 11.8%; the total number of survey merchants in Southwest China is 1,683. There are only 101 merchants operating modern lanterns, accounting for about 6%; the total number of survey merchants in Northeast China is 1,467, and the number of merchants operating modern lanterns is 199, accounting for 13.6%.

It can be seen from the results of this survey that modern lanterns are most favored by merchants in South China and Central China; in the economically underdeveloped regions such as Southwest, Northwest and Northeast, the market penetration rate of modern lanterns is in urgent need of development.

Among the 2,360 merchants operating modern lanterns, there are 1022 companies operating in the monopoly mode, accounting for approximately 43.3%. The number of 1022 modern lanterns monopoly merchants, 297 stores, accounting for 29.1% of the number of modern lanterns, and 725 in the exclusive area, accounting for 70.9% of the number of modern lanterns. The remaining 1338 companies operate modern lanterns in a comprehensive store model, accounting for 56.7% of the total number of merchants surveying modern lanterns.

This group of survey data reflects two kinds of "phenomenons" and a "trend": the phenomenon is that the modern lantern monopoly model is spreading, and the business brand awareness is obviously improved; the second phenomenon is that the monopoly mode is easy to attract different consumers and businesses. The risk is relatively low and is generally favored by excellent businesses. A "trend" is that the monopoly model will become the mainstream operating mode of the modern lantern brand.

Among the 569 merchants operating modern lanterns in East China, there are 276 merchants operating in the monopoly mode, accounting for 48.5% of the total, of which 91 are operated in the specialty store mode, accounting for about 16%; There are 185 district-operated companies, accounting for approximately 32.5%; the remaining 293 are operated by integrated stores, accounting for approximately 51.5%.

Among the 309 merchants operating modern lanterns in South China, 156 merchants operated in the monopoly mode accounted for approximately 50.5%, of which 30 were operated in the specialty store mode, accounting for approximately 9.7%; There are 126 district-operated models, accounting for approximately 40.8%; the remaining 153 are operated by integrated stores, accounting for approximately 49.5%.

Among the 555 merchants operating modern lanterns in Central China, 81 merchants operating in the monopoly mode accounted for approximately 14.6%, of which 19 were operated in the specialty store mode, accounting for approximately 3.4%; There are 62 district-based operators, accounting for 11.8%; the remaining 474 are operated by integrated stores, accounting for approximately 85.4%.

Among the 538 merchants operating modern lanterns in North China, there are 332 merchants operating in the monopoly mode, accounting for 61.7% of the total, of which 85 are operated in the specialty store mode, accounting for 15.8%; There are 247 district-managed companies, accounting for 45.9% of the total; the remaining 206 are operated by integrated stores, accounting for approximately 38.3%.

Among the 89 merchants operating modern lanterns in the northwest region, 52 merchants operated in the monopoly mode accounted for approximately 60.7%, of which 23 were operated in the specialty store mode, accounting for approximately 25.8%; There are 29 district-operated models, accounting for approximately 32.6%; the remaining 35 are operated by integrated stores, accounting for approximately 39.3%.

Among the 101 merchants operating modern lanterns in the southwest region, there are 38 merchants operating in the monopoly mode, accounting for 37.2% of the total, of which 17 are operated in the specialty store mode, accounting for 16.8%; There are 21 district-managed companies, accounting for approximately 20.8%; the remaining 63 are operated by integrated stores, accounting for approximately 62.8%.

Among the 199 merchants operating modern lanterns in the Northeast, 85 merchants operated in the monopoly mode, accounting for 42.7% of the total, of which 30 were operated in the specialty store mode, accounting for 15.1%; There are 55 district-operated companies, accounting for 27.6%; the remaining 114 are operated by integrated stores, accounting for approximately 57.3%.

It can be seen from the above survey results that the modern lantern manufacturers in North China and Northwest China are more inclined to operate in the store mode, and the brand management awareness is stronger; the number of modern lanterns in Central China is second only to the East China region, but the merchants operating in the monopoly mode Less than 15%, which indicates that the operation of the modern lantern market in the region is the most chaotic, the business brand awareness needs to be strengthened, and the business model needs to be upgraded.

Market trend


Slow sales growth

The total number of merchants in this survey was 470. The survey results show that compared with the same period of last year, 70 merchants experienced negative growth, accounting for 15% of the total number of surveys; 90 merchants with a growth rate of 0-10% accounted for the survey. 19% of the total; 240 merchants with a growth rate of 10%-20%, accounting for 51% of the total survey; 40 merchants with a growth rate of 20%-30%, accounting for 9% of the total survey; There are 30 merchants with a range of more than 30%, accounting for about 6% of the total number of surveys.

From the results of this survey, we can see that the market for modern lanterns has matured, and the growth rate has been quite flat. The feasibility of “bull market” and “bear market” in this field is very small. Stable growth is currently the biggest feature of the modern lantern market. Of course, we can see that although modern lanterns are currently popular in the market, 15% of negative sales growth, soaring rents, sharply shrinking profits, counterfeiting and inventory pressure expansion are all being passed on to the industry. Such information: operating a modern lantern is not a steady business.

In addition, we also found a phenomenon that sales growth in the North China and Northwest China markets was the most stable, while sales in the Northeast and Central China markets fluctuated significantly. From the survey results, we found that 386 of the 627 merchants operating modern lanterns in North China and Northwest China operated in a monopoly mode, accounting for about 62%; among the 754 merchants operating modern lanterns in Central and Northeast China, only 116 The family operates in a monopoly mode, accounting for about 22%. It seems that the growth rate of sales has a very close relationship with the business model of the business. To be more precise, the modern lantern is more suitable for the monopoly mode.

Source of confusion

Product counterfeiting is too serious

A total of 500 questionnaires were sent out and 497 valid questionnaires were collected. The survey results show that 383 households believe that the biggest confusion at present is “product counterfeiting is too serious”, accounting for 77% of the total number of survey merchants, ranking in the modern lantern business ten. Big confusion first, which shows that product style is still the core competitiveness of the business. There are 222 households who believe that the biggest confusion is that “consumer brand awareness is not strong, or product prices are in the first place”, accounting for 45% of the total number of surveys. It is for this reason that the first big confusion has laid the groundwork.

“The manufacturers do not pay attention to brand promotion”, this is the third biggest confusion of the merchants. 199 households have chosen the project, accounting for 40% of the total number of investigations. This is an indisputable fact. For the moment, in the field of lighting, focus on brand promotion. There are only a handful of manufacturers, and some manufacturers have made great strides in attracting investment, and they have vowed to promise how to increase the promotion of the business, but after the dealer signed the contract, most of the promises have not been fulfilled, and even the product supply has become problem. Of course, manufacturers also have difficulties, because a provincial capital city has one or two distribution outlets, to promote the brand in the local mass media, certainly not worth the loss, so let the dealers toss themselves, dealer complaints are inevitable.

Just when everyone complained that the product style of the manufacturer was too slow to update, there were a lot of merchants saying that “the product was updated too fast” was their biggest confusion. Among them, 187 merchants chose the project, accounting for 38% of the total survey. . This set of numbers should cause reflections throughout the lighting industry. It is understood that in fact, manufacturers are also reluctant to invest a large amount of mold development costs to develop new products, but forced out by the business, is it true that businesses are willing to purchase new products every month? No, they were forced out by counterfeiters because the homogeneity of products caused by counterfeiting has severely constrained their profitability. The survey results were unexpected, and merchants complaining that “product updates are too fast” were 16 points higher than complaining that “product updates are too slow”. According to expert analysis, this is because the product update speed is too fast, which will lead to shortened business life cycle of the merchants, and the inventory backlog is expanding. The merchants have been busy for several years and are happy to earn a pile of scrap copper and scrap iron.

"The factory supply speed is too slow" is ranked fifth in the ranking of 180 votes, which indicates that the service level of many modern lantern manufacturers needs to be improved, and the "zero inventory" operation is facing severe challenges.

There are 171 merchants saying that their biggest confusion is: "There are too many businesses that operate modern lanterns, the competition is too fierce", accounting for 34% of the total number of surveys; 149 merchants report that "business brand awareness is not strong, price competition is too cruel, profit "The space is greatly reduced" is the culprit; there are 141 businesses that believe that "product quality is not too hard" and "market capacity is too small, only home, sales growth is too slow" is their biggest confusion.

Although only 79 merchants believe that the biggest confusion is that “the rebate of home improvement designers is higher than their own profits”, it also shows that everyone’s usual hobbies are just helpless, and the days of designers’ “pimping” are no longer too much.

From the confusion reflected by the merchants, we can summarize five major points:

First, combat counterfeiting, no time to delay!

Second, pay attention to brand promotion, not waiting for me!

Third, after-sales service commitment, words and deeds!

Fourth, do a good job of product quality, based on the fundamentals!

Fifth, the product update speed, just enough!

Editor: China Lighting Network Liu Li

Insulated Terminals

Insulated Terminals,Terminals,High-quality insulated terminals

Taixing Longyi Terminals Co.,Ltd. , https://www.lycopperterminals.com