June-August is the off-season of the lighting industry, and it is also the most difficult stage for dealers every year. According to some dealers, according to the lighting market in the past ten years, perhaps the dealers can only successfully spend the downturn in the business of the regular customers, and use the peak season to fill the gap in the off-season, but in recent years, it has faced a raging situation. LED lighting, as well as the downturn in the real estate market, may be eliminated by the market. At present, major brand manufacturers in the lighting industry have fallen into price wars, brand wars, and channel wars, and dealers who are high-quality resources seem to be not good. Recently, the author visited Foshan's South China Lighting City and several lighting stores to visit the survival status of dealers. The business is sluggish, and the author has come to the South China (International) electric light source lighting city a few days ago, and found that the entire lighting city is very deserted. As one of the largest professional markets in South China, the product structure of South China (International) Electric Light Source Lighting City mainly focuses on commercial lighting, home lighting, landscape lighting, and other electric light sources and lighting products. There are more than 300 dealers in the lighting city. There are more than 300 dealers. There are many types of lighting brands, such as Op, Philips, Foshan Lighting, Langshi Lighting, and Sanxiong. There are dozens of lighting brands such as Aurora, Jiamei and Langeng, and there are also many shops that represent multiple lighting brands. Among them, the A and B districts mainly include commercial lighting and home lighting. In this lighting city with complete planning and complete lighting brands, the customer's figure is very rare, and occasionally there are vehicles and customers entering and leaving the lighting city. Most of the shops are only clerk, there are no customers, and some shops do not even turn on the lights. The author randomly asked several merchants. Some people said that the business is very difficult to do now. Sometimes there may be no business in a week. In order to save electricity costs, only customers will turn on the lights to show them. During the visit, the author interviewed several customers. They all said that they had asked about lighting products in many stores, but they did not plan to buy them. In the store, in addition to the renovation or the door locks, the store is in a depression atmosphere. Many stores sell clear-selling, repay new and old customers, offer big discounts, low-cost big flats and other banners, and even some merchants. The slogan of the 5 yuan sale of LED lights, these banners that should have fluttered in the bustling downtown to attract customers appeared in this quiet lighting store, which is particularly lonely. Business is difficult to do, each has a recruit and a surname business revealed: Now everyone is doing LED, and recently there are many poorly-operated businesses closing, but the sales situation of the store is not as bad as we have seen. It is understood that a physical store can not rely solely on retail to maintain normal spending or profit. Through years of accumulation, each merchant has its own fixed source of customers, and the regular business may be the business choice for most merchants to spend the off-season. In addition, some dealers revealed that they will increase foreign trade to spend the off-season in the near future. Although it is not the main sales direction and long-term solution, this auxiliary channel can still play a buffer role for the store. During the visit, the author found that some merchants are disassembling some gorgeous ceiling lamps for cleaning. Under the inquiry, they know that this is because they want to package and distribute the customers who order online, not only to clean before delivery, but also to ensure Every lighting accessory is in good condition. Some merchants told the author that they operate their own stores in the store, and rarely buy them in brand companies. Some of them sell more lighting products without brand but cost-effective. These lighting products are generally from Zhongshan or some manufacturers familiar to the merchants themselves, with low cost and relatively low price. However, such lighting products lack sales in areas with remote geographical locations and fewer retail customers, and only in the e-commerce channel. In some stores, although there are many small businesses that are unknown to each other, there are also many stores that are high-profile brands. The author walked into a shop with a big name in the lighting industry and found that many of the lamps inside were very affordable. Under the inquiry, I learned that even though it is said to be the specialty store of the big-name company, many of the products inside are attached to the brand's logo, but they are not the brand products, but are filled with some cheap products. The owner told the author that the products of the big brands are too expensive to sell. If the store only operates the brand products, it is difficult to make a living. The author asks how to distinguish the true and false of the product brand. The owner said that if the general customers only look at the price, they will not explain it. If someone asks, they will explain the guest. This phenomenon occurs when I visit different brands of specialty stores. The difference is that some stores are lacking in the brand's products, and they have taken other products to enrich the store. They are only for display and not for sale. Although the off-season is light, and it is understood that the dealers' sales are different, which is related to the sales structure of their respective products. Some merchants are mostly retail investors, and there are also shops that connect engineering and foreign trade. In addition, some dealers will take the initiative to find customers. A female shop owner complained that the current passenger traffic is less than half that of previous years. The profit of a ceiling lamp in previous years is equal to the profit of several ceiling lamps. She also pointed out that today's lighting market is very confusing, because the price of online lamps is relatively favorable, and the purchase is convenient, so there will be many customers who choose to buy lamps online, but it is not good for the ultimate interests of both parties. Although it is more expensive than the Internet, at the very least, there will be quality assurance; in addition, the lamps are daily necessities, and the lamps without quality assurance will not only affect the customers, but also disrupt the order of the lighting market. In the conversation with the sales staff, the author found that although many people said that the business was bleak, it did not let the sellers disappear, and many people expressed optimism about the current market. They believe that many store traffic is less related to many factors: such as weather, store location, sales positioning of various sellers. Every industry has a low season season. In order to meet the peak season of the gold, silver and silver lighting industry, merchants will put more energy into selecting products, so during this period, they will pay more attention to more manufacturers and industry trends. And go to find a cooperative manufacturer to communicate. In addition, changing marketing ideas is also a question that many businesses are thinking about. Dealers said that instead of waiting for customers to come to the door, it is better to actively transfer the information of the goods, such as looking for projects, picking up wholesale, developing new marketing channels such as e-commerce, WeChat, Weibo. As long as it is a way to increase sales, businesses will try. A dealer said: Although few guests come to the door now, they are still very busy, because there are some projects to follow up, to deliver goods, and nothing can go wrong. On the other hand, many lightings with gorgeous appearance have a very good sales volume in e-commerce. According to the merchant, the lighting needs to be disassembled and washed before delivery, so it is only necessary to hire part-time personnel to package the goods for the guests. According to the survey, only a small number of dealers' sales are not affected by the off-season, and new and old customers will still come to buy lamps. Although the sales volume in the recent stage has declined, the overall profitability of the store is relatively optimistic. Most merchants expressed confidence in the direction of the lighting market. Keeping up with the market and close to the demand in the same lighting city, I found that even in shops that operate the same or similar lighting, the sales situation in the store is very different. There are many merchants who use the unique design shape and lighting effects of the lamps as their selling point to promote their products, but the customers want the simple, generous appearance and easy to clean practical lamps. Just like the current ceiling lights and ceiling lamps, because the country has not allowed to build villas alone, the living room of the current commercial housing can not be installed with a slightly larger ceiling lamp, and it is not easy to clean, so the current ceiling lamp is the customer's preferred product. . At the same time, businesses must also strengthen after-sales service Because the lamps and lanterns sold by dealers may not be fully equipped by the manufacturers, few dealers will provide after-sales service. Therefore, dealers must keep up with market changes and customer needs, and do basic homework in order to find their own store positioning in the market changes, so as to do a good job in the off-season.
PRODUCT INTRODUCTION
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