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Driven by the standardized operation of brand stores, the transparency of lighting prices will become a trend.
The proportion of lighting in the decoration and consumption is getting higher and higher. The lighting stores are getting more and more, and the competition is one after another. However, the lighting market is also facing the problems of unknown brand, high price and incomplete signs. The market still needs further regulation. The industry believes that there are many problems in the lighting industry. Not only do consumers feel very confused, but brand companies are also suffering from it. The future of lighting city may develop towards the price of Minghao.
Price opacity has plagued consumers. Ms. Wang has seen a floor lamp in Shilihe Lighting City some time ago. The price is more than 2000 yuan, 900 yuan after the discount. Two days ago, Ms. Wang accidentally found a similar style of lamps on the Internet, the price is 600 yuan. Ms. Wang is very confused: How deep is the base price of the lamps?
On October 18, the reporter of the Beijing News visited Shilihe Lighting City and found that many lighting exhibition halls had a 4.5 fold, 50% discount, and other advertising slogans to attract consumers. An in-store salesperson said: Now the lighting industry is not good, all the lamps are currently giving consumers the lowest discount. Some consumers told reporters: Although the business has always stressed that it is the lowest price, but the final transaction price depends entirely on your bargaining power, the same as buying food in the vegetable market.
Many consumers said that because they did not understand the price, even if they bought the lamps in the store, they would not know whether the lamps they purchased were worth the money. Therefore, some consumers prefer to purchase lamps that are intuitively priced and do not have much moisture. The person in charge of a lighting shop on a website revealed in an interview with the media that the sales of the double eleventh last year reached 34 million yuan, which is the full-year sales of the store in 2011. According to industry insiders, the price of the lighting industry is opaque. It has become the norm, consumers who do not understand the price, can only eat dumb losses.
The actual price is the trend. Actually, Su Hongmei, the general manager of the squatter lighting city, said that the lighting industry has a low threshold and the market is relatively chaotic. Lighting manufacturers license a dealer in a store. It is not uncommon for a store to have a price. Zhu Huan, general manager of Taichang Lighting, believes that most brands also hope to have a clear price, and occasionally a small discount. Nowadays, not only consumers are confused, but also the business is very hard. Wang Quanzhi, general manager of Baohui International Lighting Group Co., Ltd. pointed out that many people think of it as a profiteering industry when they mention the lighting industry. Consumers do not know the hard work of lighting, the most important reason is that the price is not standardized. Wang Quanzhi said.
At present, with the brand stores such as Real Home, Red Star Macalline and other brands entering the lighting industry, the pursuit of standardized services and unified prices will promote the transparency of lighting prices. Su Hongmei believes that in order to protect the interests of manufacturers, distributors and consumers, the price of regulated lamps will be a trend.
Investigate 60% of consumers to buy lamps and lanterns will be counter-offer recently, "New Beijing News" and Sina home lighting survey survey shows that 64.3 consumers will buy counters when buying lamps. Su Hongmei, the general manager of the squatter lighting city, believes that the lighting industry is still in the development level of furniture and building materials ten years ago, the price is opaque, and the operation is relatively chaotic.
According to the survey data, consumers buy lamps in physical stores, and only 20% of consumers said they would buy them at the price. Among the consumers who did not trade at the price, 50% felt that the actual transaction price was much different from the price tag, and less than 30% of the consumers who felt that the price was similar.
Chen Yansheng, vice chairman and secretary general of China Lighting Association, said that ordinary household lighting lamps, because of the large volume, fierce competition, and relatively transparent prices. The products known as lighting, because the individualized demand is obvious, and the positioning is relatively high-end, the consumers facing are not very sensitive to the price. However, as more and more mid-end consumer groups paying attention to the price of lighting, the price of such lighting is also moving in a transparent direction.
The key period of the industry's voice survival of the fittest Tang Yuyu, the general manager of Dongguan Baililang Home Co., Ltd. has always been widely positioned as one of the building materials, which seems to be reasonable, in fact, is a disorderly consumer market. Now there is a brand platform like the Real Home, which carries out independent actions in the lighting industry. I personally think that in the current industry, the direction and planning are ahead of the game.
The high-end lighting industry has developed rapidly in the past few years, and the era of soaring demand has passed. Now it is more expectant to develop in a harmonious and rational way. After all, the current lighting industry competition is all-round, which is also a critical period to test the lighting brand's survival of the fittest. I believe that it is more common for consumers to consider and listen to the wishes of consumers.
The high price is low to cater to the immature needs. Li Yongfen, the general manager of Beijing Xima Group Co., Ltd., many consumers buy things, will discuss how many folds I have bought, and think that the thing that buys low discounts is earned. In fact, consumers still have some immature psychological needs. The high price and low price of the merchants are also the decisions made to cater to the market and cater to the needs of consumers.
Brands hope that consumers can shop around, not only than products, but also price, let consumers feel that the products are of high quality and low price, in order to promote the survival of the fittest. At present, some markets have unified regulations that must be priced at a minimum price of 20%. In the future, I believe that more and more markets will standardize operations and let the price of lamps and lanterns fall.
Tips According to the needs of the reasonable configuration of lamps and lanterns in the selection and matching, must be reasonably selected according to demand. For example, luxury chandeliers are generally suitable for duplex residences, and simple low-voltage lanterns are suitable for general residences. Crystal chandeliers are exquisite and luxurious, but require a certain amount of space, and there is also a requirement for the height of the room. The air quality in Beijing is poor, and the crystal lamp increases the difficulty of daily maintenance because it is not easy to clean.