Looking back at 2013, LED lighting channels do not have a scene, the retail channel is deferred from waiting to wait; the number of optical experience stores is increasing day by day, but it has become a consumer's “clothing shop”.
When visiting the lighting market, the reporter found that compared with last year, the retail functions of major lighting stores and physical stores have gradually weakened this year, and the light experience has gradually increased.
Take the Chengdu lighting market as an example. Wholesale, retail, and engineering have always been in a state of “three pillars”, and this year’s biggest change is retail sales.
In the past years, retail has occupied a very important position in the lighting market, and there are many dealers engaged in retailing. Of course, most lighting stores are in the “wholesale + retail” mode. At the end of this year, the number of retail outlets was significantly reduced. Retail dealers generally complained that the business was not good, and now they focus on wholesale and engineering.
“We mainly do retail. There are no specialty stores and experience stores in Sichuan. We generally choose the cooperation of Opp and NVC dealers, and we have already extended the channels to the third and fourth-tier markets. Retail also needs to identify the regions, and retail sales in some regions. Better, some stores simply can't sell out and have to be eliminated. Retail has little advantage in terms of price, mainly relying on the quality of products," said Wang Shengyu, director of marketing of Ju Neng LED.
Retail sales are weakened and replaced by a growing number of “light experience stores”. In the lighting city, the number of optical experience centers such as Philips, Op, NVC and Osram is increasing.
In the second half of the year, there were more than 20 experience stores in Chengdu's lighting market, and the experience store has become an offline “fitting store” for consumers. Now consumers are popular to buy clothes first in the physical store to try the size, look at the quality, and then go online to buy. The same is true for the lighting industry. Many consumers go to the store to see the style, see the light effect and then buy the product online.
The sales staff of the lighting store said that in addition to the fixed customers, the customers who came to see the products in the store only accounted for 20% of the orders at that time, and the 30% who bought the products from the back of the day, most of them took a look and left. For physical stores, the price of retail LED products is still high, consumers will choose to buy online. Therefore, an important factor in the weakening of retail sales is the impact of e-commerce.
In addition to Sanxiong, Aurora, NVC lighting and other well-known enterprises to establish experience halls, the remaining large and medium-sized lighting brands have also established their own experience hall. In March 2012, Quanzhou's first LED light environment experience store opened. In the same year, Taiwan Yinghui Lighting joined hands with Japanese companies to set up LED experience hall and lighting design center. Delixi LED lighting Yueqing first experience store opened... Experience Hall became a company A new window showing your image.
In fact, before the establishment of the LED Experience Center, the lighting industry has introduced the “light experience” model into traditional lighting products. In April 2010, NVC Lighting established the first truly light environment experience museum in Beijing; Qinshang Optoelectronics also plans to build thousands of “light experience centers” in hundreds of cities. Currently, the program is already in Shanghai. , Nanjing, Xiamen, Xi'an, Suzhou, Zhongshan and other places.
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