Guangzhou LED lighting market entered black August
With the emergence of LED lighting, many people in the industry said that 2014 was the year of LED explosion. In the Guangzhou lighting market, most of the lamps use green LED light sources, and traditional lighting products are rarely seen. According to the survey, LED lighting has become the mainstream of the Guangzhou lighting market. However, the annual season from June to August is the off-season of the industry. The operation status of the Guangzhou lighting market in the past two months is also not optimistic. So, in the face of the industry's off-season, how do lighting dealers respond? With this question, the research team conducted a series of interviews on the Guangzhou lighting market. Da Nan Road Merchants: Worse than in previous years Guangzhou's Da Nan Road lighting market is one of the most famous lighting distribution streets in Guangzhou. It basically gathers well-known brands in Guangdong and electricians and consumables related to lighting. On the Great South Road, the relatively large lighting city has Taigu Lighting City, Wanhao Motor City, Jiaming Lighting City and so on. In the process of visiting the lighting shop of Da Nan Road, we learned that in June and July of the previous year, the business of Da Nan Road Lighting City was relatively good, but this year's business was particularly bleak compared with previous years. Many dealers have told the author that the traffic of the lighting city in this year has been particularly low, and the entire lighting city is in a deserted situation. This year's lighting business is very difficult to do. In May, the business was barely able to maintain. In July, the store's sales dropped a lot compared to previous years. A distributor of Taigu Lighting City told this magazine. At the same time, in Wanhao Lighting City, a dealer also complained to the author. The dealer said that there is still more than a month from the peak season of the Golden Nine and Silver 10, and the next August will be the most difficult day. Faced with the off-season of the lighting market, businesses have complained about the business downturn. However, there are also optimistic merchants, although the flow of people in June and July is relatively small, but the bad business does not mean that there is no opportunity, dealers need to grasp the needs of customers, and naturally can increase sales. Anwar Lighting City Merchants: In order to further understand the market conditions in the off-season, the research team of this magazine came to Guangzhou Anhua Lighting City. Anwar Lighting City is mainly based on wholesale, the price of the product is lower, but it is far from the urban area. Although it is far from the city, the venue is spacious and all kinds of vehicles can enter and exit at any time, so it also attracts a lot of buyers from afar. When I visited Anwar Lighting City, I found that the business of Lighting City was significantly reduced compared with previous years, and all dealers were in the midst of it. Lin Jianmin, general manager of Enoch Lighting, revealed to the author: Recently, the business of the store is not satisfactory. At present, some old customers come to buy, and the traffic is not as much as in previous years. I hope this situation will improve after August. . For the future development of the lighting city, most businesses still have great hopes. Change to the attack, the off-season is not weak, what is the reason for this bleak situation? In the process of visiting, a dealer in Jiaming Lighting City said that the entire lighting industry is now in an industrial chain, and problems in one link will affect the orderly and healthy development of the entire industrial chain. The current situation in the real estate industry is not optimistic. It is understood that in the first half of 2014, the volume of first-hand housing market in Guangzhou dropped by about 20% year-on-year, which is also the lowest value in the same period of the past four years. As the situation in the real estate market tightens, the market conditions of related hardware, building materials, decoration, lighting and other industries are not optimistic, which is one of the important reasons leading to the bleak situation of the lighting market this year. For the depressed market, many lighting stores have sold a 50% discount on sales, and if the purchase price reaches a certain standard, it will be responsible for free home delivery and free installation. In addition, many shops posted posters, banners, etc. for promotions and special events, and some merchants even cleared the whole house, and the price was extremely favorable. However, there are few people in the current market, and the effect of preferential activities is limited. The author believes that in the face of the off-season, in addition to actively analyzing the reasons behind the off-season, businesses should also find solutions to their business models and branded products. First of all, merchants can consider cooperation with manufacturers to innovate marketing methods. One of the protagonists of the LED lighting industry this summer is probably where to launch the summer vacation? Going to the three majors for the Evergrande fuel promotion? ? Aurora. Sanxiong? ? After joining hands with CCTV5 to support Evergrande and jointly witnessing Evergrande's AFC summit, Aurora has launched a prize-winning event and cooperated with dealers to strive for openness in this summer vacation. Needless to say, Sanxiong? ? Aurora's event has become a hot topic in the industry. The strength of the dealers is thin, but if the manufacturers can further cooperate with the dealers to discuss the market situation and propose a targeted method, it is possible to change the pattern in the off-season, or even rise against the trend. Secondly, merchants should shift from passive to active, change marketing strategies, and develop customers through multiple channels. There is a famous saying in the industry called a change of business as a trader. During the visit, the author found that this sentence is effective. There is a lighting store that has just been operating soon, but the performance is better than a month, and the business is getting better and better. The owner of the lighting store said frankly that since there is no customer patronage, then the door-to-door service for the customer is a negative one. The first step is to actively visit the community and provide regular promotional activities to increase influence. The second step is to develop multiple channels, not to go through a single mode, and actively cooperate with engineering companies, decoration workers, and real estate companies to expand business space. If the real estate is in a downturn, it is even more important. A merchant revealed to the magazine that they will cooperate with a number of real estate companies that are about to open in the near future, and believe that this will further promote their growth. The third step is to enter the e-commerce business, both online and offline, to strengthen publicity and promotion, and strive for more customers. The off-season is an economic law in the LED lighting market. Since it is inevitable, it is necessary to actively respond and take the initiative to grasp the changes in market development. This is the way to survive and develop for both manufacturers and merchants.