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In the spring of March, the LED lighting market in Xiamen changed its quiet situation after the year and gradually warmed up. In particular, after the major lighting cities launched different brand discounts, Hung Hom's discount offer banner seemed to add a fire to the Xiamen lighting market, and it was even more prosperous.
3.15 The trend brought up by the beginning of spring and summer, this is the proverb of Minnan people. The meaning and the year is very close to spring. In this spring returning to the earth, in the solar terms of the recovery of all things, 3.15 Consumer Rights Day became the scent of many dealers.
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In order to seize the opportunity of this year, many dealers have no reason to create a reason, no gimmicks must create gimmicks, not to mention the 3.15 this just can not be justified. Therefore, as early as some days away from this day, the promotion activities of the major lighting cities have been in full swing, and the advertising language has appeared in the lighting city. These activities not only did not arouse the customer's resentment, but instead brought a festive and lively enthusiasm.
3.15 is the day of rights protection. It is very commemorative to promote such a day.
In the 3.15 activities, we also bought more confidence.
The reporters interviewed several customers who purchased products in the lighting city expressed their support for these promotional bargains. It does not feel that the promotion of 3.15 is a sudden and unreasonable thing.
Although it is written as a 3.15 promotion, in fact, the promotion has already begun. Our LED products are discounted across the board, panel lights, ceiling lamps can be up to 20% off, and bulbs can be up to 25% off! Ding Yibin, general manager of Liangmeida Lighting explained to reporters that in addition to the simple purpose of increasing sales, the promotion also has the effect of expanding awareness. After all, the lighting industry often does a repeat customer, fighting for customer resources. Discount promotions can expand the customer base.
Since the beginning of the promotional discount campaign, the number of people in the lighting city has increased significantly, and the sales volume of each store has been steadily increasing. It can be said that the effect is very good. It is the trend of the consumer rights day of 3.15! Ding Yibin said with a smile.
The results of the 3W bulbs are obviously based on comprehensive statistics. Since the beginning of March, the most powerful ones in the various lighting city promotions are the bulbs. Philips LED, Op, Sanxiong? Aurora, Jiamei and other brand agents have discounted the promotion of bulbs.
Although our discounted products are all on the line, from the current sales, the sales of bulbs, especially 3W bulbs, are undoubtedly the most obvious growth. Guo Jianhong, the person in charge of Yiran Lighting, told reporters.
In the most recent week, our 3W bulb sales have doubled last month, so it seems that this month's sales of more than 1000 is not a problem! Dingyi Lighting Sales Manager said.
Jiaxin, Xinle Pavilion, Hengtong, Minghao and many other dealers have also said that the sales of 3W bulbs in a few days is double or several times that of last month.
Of course, we must note that this is only a normal rebound in the lighting market after the year! After a short period of time after the year, the engineering and home improvement projects have started to start, and the market recovery is inevitable. The promotion only stimulated the intensity of this warming. Ding Yibin calmly analyzed.
In terms of the demand for LED lighting market, 3W bulbs are also in the forefront of sales throughout the year. This is determined by the demand of the lighting market. So today's significant sales can only be considered a warm-up. Ya Ming Lighting Manager Huang also said so.
Of course, for such a remarkable sales performance of 3W bulbs, many dealers have indicated that they will increase the inventory and fully meet the needs of the market. This is also the first time that Weinan merchants pay attention to the beginning of spring and summer! No dealer will take it lightly!
The unbalanced price war in the promotion is facing the in full swing of the 3.15 spring promotion discount event, and more and more dealers are involved. At the same time, there are many dealers who have a headache for the increasingly unbalanced price war.
The price war actually started on the first day of the discount promotion. Jia Gang Lighting Manager Liu Gangyi said: This is an inevitable trend. To attract customers, your price must be sufficient. For our total generation, the pressure is not too great, but for the second and third level dealers, and even the next level of small distribution, this pressure will grow geometrically.
Take the Sanxiong Aurora MR16-3W spotlight as an example. The price after discount is about 48 yuan, while the average second- and third-level dealers get the price between 39.5-43.8 yuan, which is equivalent to the artificial thinning of the dealer. Profit. Although the price can be adjusted back after the discount period, for some customers, this price is already fixed and can only be lowered, but not up. In this way, the profit margin is compressed invisibly.
Although the profit is already thin, it can't be thinner, but competition can't be avoided. We sell 48 yuan, naturally someone will want to attract customers and sell 47 yuan. The price is cut down bit by bit. In the end, the price war has hit the heart. Everyone knows the pain, but they can't hold their hands. This is the unbalanced price war! Liu Gangyi said.
Of course, Liu Gangyi also knows that this unbalanced price war can still be controlled. Brands and agents, agents and distributors will sign an agreement, control price and regulation is still convenient. What he is most worried about is that some malicious competitors have come in.
In the market competition, some malicious competitors will use the strong capital to suppress and weaken the small dealers, and carry out the common bloodletting behavior through the unbalanced price war. This kind of behavior is another manifestation of the unbalanced price war. The damage is extremely bad and the impact is extremely far-reaching. It is easy for many small dealers to avoid this kind of mutually beneficial promotional discounts in the future.
Finally, Liu Gangyi also said that this kind of malicious competition is very few after all. In the face of the warming market, the 3W bulbs are impressive, so that all dealers in the lighting industry seem to see the brighter future of 2014.
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