Despite the influence of the big environment in the past two years, the operating pressure of lighting companies has intensified. However, there are still a lot of lighting companies in the past, under the difficulties, innovative business model, product quality improvement, brand promotion, and perfect service system, it is very gratifying. Good grades. In their view, successful profitability is not difficult, as long as you try to be the best yourself. Despite the influence of the big environment in the past two years, the operating pressure of lighting companies has intensified. However, there are still a lot of lighting companies in the past, under the difficulties, innovative business model, product quality improvement, brand promotion, and perfect service system, it is very gratifying. Good grades. In their view, successful profitability is not difficult, as long as you try to be the best yourself. Accurate Brand Positioning Caters to Consumer Demand Zhang Yang, Director of New Terri Lighting Marketing, in the first half of the year, New Terri has achieved more than expected results in channel expansion, brand promotion and product sales, especially in terms of product sales, New Terri in 4, 5 In the more than one month of the month, 23 cities have achieved sales exceeding 12 million yuan, and a single franchisee has sold more than 500,000 yuan. In June and July, the sales performance of the new franchisees was still eye-catching. For example, the sales performance of Tianjin franchisees in the last 22 days increased by 294% year-on-year, and Shanghai increased by 187% year-on-year, both exceeding the expected targets. At this stage, lighting companies face a lot of confusion, the biggest confusion is that the products are getting more and more difficult to sell, even if the price reduction promotion is difficult to achieve satisfactory results. From the perspective of the big environment, this is related to the slowdown of domestic economic growth and the sluggish real estate market in recent years. From the actual performance of terminal stores, there are great changes in consumer attitudes and value orientations in the new economic situation. Relationships, past sales experience has become increasingly difficult to impress current consumers. In the face of these confusions, Xinteli has done three things: First, reorganizing its own brand and products, making the market positioning of the two new brands of Xinteli's new Teili whisper more precise; second, investigating and researching the new situation Consumers' consumption psychology and consumer attitudes, including the pain points faced by consumers and their real needs; Third, customize new sales systems and sales scenarios according to consumers' needs, such as A5 launched in 2015 and developed in 2016. C6 enables consumers to sublimate from ordinary buying behavior into an experience and enjoyment when purchasing lighting products. In recent years, there have been a lot of lighting styles. Currently, there are simple, European and Chinese styles. The simple style is popular because it is more adaptable and more in line with the aesthetics of the modern public. In the future, the style of lighting may be more varied, and the boundaries of style may become blurred, but no matter how it changes, the simple style will not fall behind. In the second half of this year, Xinteli will continue to work on product development, brand promotion, channel expansion and terminal sales. The specific plans include releasing a new round of products, participating in some exhibitions, and holding several designer salons. In addition, as this year marks the 20th anniversary of the establishment of the new Teli, we will hold a grand 20th anniversary celebration and organize a series of supporting activities around the celebration. In the first half of 2016, in the first half of 2016, in the first half of 2016, in the first half of 2016, Song Wei Lighting still achieved a contrarian breakout in the context of relatively weak environment and increased competition pressure in the industry: At the Songwei store, the network of outlets has blossomed everywhere, and the profitability of each specialty store has been continuously improved. The overall sales performance has increased significantly compared with the same period of last year. At the same time, Song Wei was deeply favored by end users after the two batches of the original innovative products in the first half of 2016, which created conditions for Song Wei's individual customers and specialty stores to increase profits. In addition, since Songwei Lighting has been adhering to the business philosophy of moving partners, in 2016, Songwei Lighting won the 2016 Lixin Advanced Unit and also obtained the Guangdong International Standard Product Certification. These are the results of Songwei Lighting's adherence to integrity management and adherence to originality. The recognition of Song Wei by consumers and society is the source of Song Wei Lighting's continuous self-breakthrough. At this stage, lighting companies face many confusions in their operations. For example, the plagiarism in the lighting industry is very serious, and the cost of corporate rights protection remains high. With the advancement of technology and the influx of capital, for lighting companies, such as manufacturing costs, Labor costs, rental costs, and market input costs continue to increase, putting a lot of pressure on the operation of enterprises. In addition, the market is in a downturn, terminal traffic is weak, and merchants are cautious and further exacerbate the difficulty of lighting companies in their operations. For the increase of manufacturing costs, Songwei Lighting can only work hard to improve internal work, improve work efficiency, continuously innovate products, adhere to originality, and improve terminal sales performance to make up for shortcomings. In the face of the industry environment that is not very prosperous, Songwei Lighting chose to interact with customers more and more, and when the market is weak, it will be integrated, and the market will do traffic during the peak season. In the second half of 2016, in order to achieve a better breakthrough, Songwei Lighting adopted more ways to increase product research and development, deepen the expansion of channels, and gradually promote brand building, giving end customers more confidence, thus achieving win-win cooperation. Improve the quality and innovation mode, do a good job of legal rights protection, and the general manager of Brother Lighting, Kong Liangbin, has been the most helpless and most headache problem for lighting company owners. It is a never-ending, anti-invasive plagiarism phenomenon, especially in the lighting industry. In the ancient town of Zhongshan, plagiarism imitates more than 95%. They are like big tumors, which hinder the healthy and healthy development of the lighting industry. Although the phenomenon of plagiarism has been accompanied by the development of the lighting industry, due to the low barriers to entry in the lighting industry, in the past two years, with the influx of capital, the competition has become fiercer, and the plagiarism that is invincible has increasingly increased the pressure on the business. . For the Shang brothers, it takes at least 35 months from the design, mold opening, production to sales, and some products with complicated processes take one year or even several years, and the products are on the market. After that, there will be dozens of days, and there will be two or three days of imitations coming out. Undoubtedly, these are three products without quality guarantee, insecure service and insecure products, which not only damage the original production enterprises. It has also had a very big impact on the interests of terminal merchants and consumers. The lighting industry has experienced more than 30 years of development, but from the current development status of the industry, it is still in the initial stage of development. Although there are many chaos in the industry, the market space is still very large for enterprises based on the development of the lighting industry. . Plagiarism is mainly due to insufficient supervision by the administrative department, too little punishment for copying counterfeiters; excessive time for corporate rights protection; low cost of plagiarism and low entry barriers for the industry. Therefore, while recognizing the status quo, lighting companies must act quickly, change their ideology and business ideas, and make more efforts in product development and innovation, so that differentiated products become the sharp weapon of the offensive market. At the same time, for enterprises, we must be precise positioning, innovation in the sales model, but also better at using legal weapons to protect their legitimate rights and interests. This year, in addition to further strengthening product research and development, Shang Brothers' strategy to deal with the market will also support strong core customers, appropriately reduce the number of individual customers in the sales market, and make more high-quality resources more suitable for customers. Used to achieve the purpose of the manufacturer's win-win situation. Actively embrace e-commerce and improve the service system Fan Songjian, director of marketing of Dihui Lighting, has provided a comfortable hotbed for e-commerce and created a more diversified situation for the sales of lighting companies. At present, due to the low barriers to entry of e-commerce, many lighting companies have chosen to enter the integrated e-commerce platform such as Jingdong, Tmall, Taobao, etc. However, due to competition among major e-commerce platforms, and later publicity The promotion investment is very large. Therefore, from the current number of lighting and lighting companies involved in e-commerce, there are not many companies that can rely on e-commerce to achieve profitability. Most enterprises have little effect in the e-commerce field. In the increasingly fierce LED era, Dihui Lighting has won recognition from many end users for its good terminal service capabilities and stable product quality. At present, Dihui Lighting has almost no blank market in second-tier cities. In the first half of 2016, the sales performance of Dihui Lighting products increased compared with the same period of last year. This is benefited from the product quality of Dihui Lighting to cater to the consumer demand, and also benefited from the perfect pre-sale, sale and after-sales service system of Dihui Lighting. At the same time, compared with the same category of enterprises, Dihui lighting products have their own characteristics, our annual product development costs account for 15% of annual sales.
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