[Source: LED Engineering's "LED lighting channel" 2013, No. 5 (total of 41) reporter / Zhou Jianhua]
Merchants increase the lack of professional stores
“From the beginning of this year to the present, retailers who do LED indoor lighting are really not good. We also want to extend multiple channels: do engineering or distribution.†Zhang Hongmei, head of Opal Lighting Jiangning Store in Nanjing Jinbi Decoration City, told reporters. In March of last year, there was a transaction amount of 1000-2000 yuan per day, but this year it was only 100-200 yuan per day. The retail sales fell very sharply, and the gross profit fell by more than 35%.
According to Nanjing online real estate data, in 2012, the city's commercial housing transactions reached 71,800 sets, an increase of nearly 90% from the 38,000 sets in 2011, and became the third year in history. With such a large house volume, for the building materials market, passenger traffic should not be so bleak.
"There are too many people in real estate speculation. Most people buy houses for investment purposes, causing most houses to be vacant and not renovated. Even if the decoration is rented out, the customer traffic in the home building materials market is declining year by year." A local dealer in Nanjing told reporters. reflect.
Retail hopes to increase engineering, engineering hopes to strengthen distribution. Transformation and extension can be said to be the more common ideas of Nanjing dealers this year, especially in the hope of finding good LED products and good brands.
The reporter learned in the local area that in Nanjing, building materials are the stores of building materials, home is the store of homes, and decorating companies are distributed in the streets of the city. Today, there are nearly 20 mainstream building materials markets, such as Jiangdongmen Jinsheng International Home, Jinling International Home, Red Star Macalline, Jinhai Market, Jinqiao Market, Runtai Market, Yinqiao Market, Qiaobei Red Sun Home, Banqiao Red Sun. Decoration City, Maiqiao Bridge Red Sun Home, Shilin Home Plaza, Wuzhou Decoration City, Jinbao Market, etc.
Among them, Jiangdongmen Jinsheng International Home, Jinling International Home, and Hongxing Meikailong are the highest-end building materials stores in Nanjing; Bridge North Red Sun Home, Banqiao Red Sun Decoration City, Maiqiao Red Sun Home are the largest in Nanjing. The lighting and building materials store, the operating area of ​​lamps and lanterns varies from 20,000 to 20,000 square meters, and the average number of merchants is around 80-120.
“The entry threshold of the lighting industry is low, the investment is not big, and the business risk is not high. This is the main reason for the increasing number of lighting merchants in the Nanjing market.†Yu Hairong, general manager of Milifik Lighting Jiangsu Company, located in Jinqiao Decoration City To the reporter, although many lighting businesses have closed down every year, in general, the number of lighting merchants is still increasing year by year.
Looking for a brand like a needle in a haystack
“Traditional lighting products are transparent in price, and LED is currently the most attractive product for distributors. But in the end, how is the trend of LED technology, what is the real LED good product, how to promote LED to end consumers, etc. The professional platform is clear and clear for us.†Yu Hairong gave the purpose of participating in the “2013 China Good Product Tour Exhibition and Merchants Conferenceâ€, and also expressed the mentality of the general dealers in Nanjing.
According to the reporter's visit, the Nanjing lighting market is a bit "alternative" compared to the first two stops of Hangzhou and Changzhou: the "introduction" of its LED products and brands comes from the long-established lighting distribution center - Changzhou Zou District.
Mainly has the following characteristics: no professional lighting stores, merchants are 'hosted' in the integrated home building materials store; in the Zou District 4 hours logistics rapid distribution range, merchants on the horse LED products do not need to stock, the city is not much distribution; business philosophy polarization As a result, the prices of homogeneous products are also polarized, making it difficult for new brands to open the Nanjing market.
According to statistics from the High-tech LED Industry Research Institute (GLII), there are about 20 large and small building materials lighting markets in Nanjing, 800 lighting companies, and many LED Bulb brands. The main famous brands are Philips, Sunshine, and National Star. Diligence, Qiyi, Shifu, Sanxiong Aurora, Lake, Langshi, Sidon, Dehao Runda, Changfang, Miles, etc., there are no less than one hundred low-end inferior LED balls Bubble brand. A wide variety of brands and products are hard to choose.
"At present, the wholesale price of 3 watt ceiling lamps circulating in the Nanjing market is from 12-120 yuan, and the 3-watt bulbs are from 8-50 yuan. The price and quality fog make it impossible for distribution merchants and consumers to distinguish." A dealer told reporter.
In recent years, LED products have become increasingly hot in the terminal market. Many merchants also know that LED products are the future development trend. At the same time, they believe that LED products can make money, but in addition to knowing LED products "energy saving, environmental protection", other products Knowledge of technical or technical expertise is almost a blank.
The reporter found that at least half of the businesses in the Nanjing market do not understand LED products, let alone the technical knowledge of LED products, such as technology, light distribution and parameters.
"At present, NVC and Oup's operation centers in Nanjing are operated in the form of large stores of several thousand square meters or more, but the penetration rate of LED light source and sales volume is less than 10%. Do not understand, do not trust, and dare not cooperate in the long run. The majority of the choice of scattered goods." Nanjing, a lighting industry veteran concluded.
Merchants increase the lack of professional stores
“From the beginning of this year to the present, retailers who do LED indoor lighting are really not good. We also want to extend multiple channels: do engineering or distribution.†Zhang Hongmei, head of Opal Lighting Jiangning Store in Nanjing Jinbi Decoration City, told reporters. In March of last year, there was a transaction amount of 1000-2000 yuan per day, but this year it was only 100-200 yuan per day. The retail sales fell very sharply, and the gross profit fell by more than 35%.
According to Nanjing online real estate data, in 2012, the city's commercial housing transactions reached 71,800 sets, an increase of nearly 90% from the 38,000 sets in 2011, and became the third year in history. With such a large house volume, for the building materials market, passenger traffic should not be so bleak.
"There are too many people in real estate speculation. Most people buy houses for investment purposes, causing most houses to be vacant and not renovated. Even if the decoration is rented out, the customer traffic in the home building materials market is declining year by year." A local dealer in Nanjing told reporters. reflect.
Retail hopes to increase engineering, engineering hopes to strengthen distribution. Transformation and extension can be said to be the more common ideas of Nanjing dealers this year, especially in the hope of finding good LED products and good brands.
The reporter learned in the local area that in Nanjing, building materials are the stores of building materials, home is the store of homes, and decorating companies are distributed in the streets of the city. Today, there are nearly 20 mainstream building materials markets, such as Jiangdongmen Jinsheng International Home, Jinling International Home, Red Star Macalline, Jinhai Market, Jinqiao Market, Runtai Market, Yinqiao Market, Qiaobei Red Sun Home, Banqiao Red Sun. Decoration City, Maiqiao Bridge Red Sun Home, Shilin Home Plaza, Wuzhou Decoration City, Jinbao Market, etc.
Among them, Jiangdongmen Jinsheng International Home, Jinling International Home, and Hongxing Meikailong are the highest-end building materials stores in Nanjing; Bridge North Red Sun Home, Banqiao Red Sun Decoration City, Maiqiao Red Sun Home are the largest in Nanjing. The lighting and building materials store, the operating area of ​​lamps and lanterns varies from 20,000 to 20,000 square meters, and the average number of merchants is around 80-120.
“The entry threshold of the lighting industry is low, the investment is not big, and the business risk is not high. This is the main reason for the increasing number of lighting merchants in the Nanjing market.†Yu Hairong, general manager of Milifik Lighting Jiangsu Company, located in Jinqiao Decoration City To the reporter, although many lighting businesses have closed down every year, in general, the number of lighting merchants is still increasing year by year.
Looking for a brand like a needle in a haystack
“Traditional lighting products are transparent in price, and LED is currently the most attractive product for distributors. But in the end, how is the trend of LED technology, what is the real LED good product, how to promote LED to end consumers, etc. The professional platform is clear and clear for us.†Yu Hairong gave the purpose of participating in the “2013 China Good Product Tour Exhibition and Merchants Conferenceâ€, and also expressed the mentality of the general dealers in Nanjing.
According to the reporter's visit, the Nanjing lighting market is a bit "alternative" compared to the first two stops of Hangzhou and Changzhou: the "introduction" of its LED products and brands comes from the long-established lighting distribution center - Changzhou Zou District.
Mainly has the following characteristics: no professional lighting stores, merchants are 'hosted' in the integrated home building materials store; in the Zou District 4 hours logistics rapid distribution range, merchants on the horse LED products do not need to stock, the city is not much distribution; business philosophy polarization As a result, the prices of homogeneous products are also polarized, making it difficult for new brands to open the Nanjing market.
According to statistics from the High-tech LED Industry Research Institute (GLII), there are about 20 large and small building materials lighting markets in Nanjing, 800 lighting companies, and many LED Bulb brands. The main famous brands are Philips, Sunshine, and National Star. Diligence, Qiyi, Shifu, Sanxiong Aurora, Lake, Langshi, Sidon, Dehao Runda, Changfang, Miles, etc., there are no less than one hundred low-end inferior LED balls Bubble brand. A wide variety of brands and products are hard to choose.
"At present, the wholesale price of 3 watt ceiling lamps circulating in the Nanjing market is from 12-120 yuan, and the 3-watt bulbs are from 8-50 yuan. The price and quality fog make it impossible for distribution merchants and consumers to distinguish." A dealer told reporter.
In recent years, LED products have become increasingly hot in the terminal market. Many merchants also know that LED products are the future development trend. At the same time, they believe that LED products can make money, but in addition to knowing LED products "energy saving, environmental protection", other products Knowledge of technical or technical expertise is almost a blank.
The reporter found that at least half of the businesses in the Nanjing market do not understand LED products, let alone the technical knowledge of LED products, such as technology, light distribution and parameters.
"At present, NVC and Oup's operation centers in Nanjing are operated in the form of large stores of several thousand square meters or more, but the penetration rate of LED light source and sales volume is less than 10%. Do not understand, do not trust, and dare not cooperate in the long run. The majority of the choice of scattered goods." Nanjing, a lighting industry veteran concluded.
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