[Text|High-tech LED reporter Luo Shenghua] In the current development of LED lighting, the current chaos of the channel, if there is any other marketing field is the new hope of the future lighting industry, then "pan-home" is undoubtedly a powerful alternative. By.
Light enterprises "into the pan"
The development of any thing is inseparable from the background in which it is located. The “pan-home†of lighting enterprises is also related to the development of the entire lighting industry.
"Competition between peers" has always been a practical problem that enterprises in various fields cannot avoid. Overcapacity in the LED lighting industry has further spurred competition among companies. Through the case of resource integration in the industry, although some LED companies in the upper, middle and lower reaches have integrated resources, they mainly stay in the LED industry, and the limitations are relatively large.
From the perspective of the development direction of the entire lighting industry, with the increase of people's awareness of LEDs and the enhancement of product quality and price, LEDs have begun to penetrate into the field of home lighting.
According to statistics from the High-tech LED Industry Research Institute (GLII), the penetration rate of LED lighting in the home lighting market in 2013 was only about 10%. It is expected that the penetration rate will reach more than 20% in 2014. Recently, Dr. Zhang Xiaofei, CEO of Gaogong LED, made a clear statement that the pan-home will become the next lighting blasting point.
From the perspective of enterprise demand, domestic first-line lighting brands such as Sanxiong Aurora and NVC Lighting have developed to a certain extent, and they are bound to expect to achieve greater breakthroughs in their own self, while home stores can play a role in brand derivation and strength. Very good complementarity. NVC, Sanxiong, Aurora and other enterprises began to work hard at home lighting is a good embodiment.
On the other hand, the production of products will eventually be guided by sales, while NVC Lighting, Sanxiong Aurora and other enterprises have the resource advantages of traditional channels, but these advantages are mainly reflected in the engineering, and in the retail home lighting Not obvious.
As far as the marketing model itself is concerned, Pan Home has satisfied people's one-stop shopping experience and is more attractive to people. “Removing the one-stop service, compared to the specialty stores, the pan-home emphasizes the experiential service, which just matches the attributes of the home lighting.†Sanxiong·Aurora Shenzhen general agent Lin Shangyao emphasized to the “High-tech LED†reporter .
Companies such as NVC Lighting are sure to realize these problems when they are working on home lighting. NVC Lighting announced that it has joined the "Champion League" and began to test the joint marketing of the water-based home sector is a good example.
More than the actual effect "Champion League" was established on April 23, 2009, including NVC Lighting, Nature Flooring, Dongpeng Tile, Wanhe Electric, Mousse Bedding, Sophia Wardrobe, AIA Ceiling, Midea's eight brands of kitchen appliances . As the first time in the lighting industry, the Champions League tested the flooding home, which was once considered a benchmark event in the industry.
After the "Champion League", the topic of pan-home was widely concerned and discussed in various occasions in the ceramics, building materials, furniture and interior design industries. Various media also rushed to report the spread. Some even used the "Xinhai Revolution in the home channel". Describe the significance of the pan-home marketing model. However, although the "Champion League" is widely praised by lighting companies as a new marketing method, but five years have passed, from the final result of NVC lighting into "pan", the effect is a bit Poor.
The reporter found through the "Champion League" official website that NVC lighting in the official website only 11 products such as ceiling lights, downlights, and each product lacks the corresponding information introduction and purchase function. In the official mall of the "Champion League", there is no even the appearance of NVC lighting.
In this phenomenon, some people in the industry have dubbed the "Champion League" as a place to provide only a "coffee" for both parties, and did not produce substantial effects.
"The 'Champion Alliance' companies have not achieved effective integration between channels, and have little influence on brand influence and product sales. In my opinion, its iconicity is more effective." Sunshine Lighting Domestic Marketing Center Hu Xiao, director of marketing planning.
As Hu said, pan-home is a good attempt for joint marketing and has become the target of the lighting enterprise. However, due to cost and other factors, most ordinary consumers have not fully accepted this marketing model.
Unlike ordinary specialty stores, pan-homes have certain requirements for site construction specifications due to differences in their own positioning. This increases the cost of participating in the human resources, logistics, and venues, and this cost is often passed on to The consumer. The price is too expensive, and the lack of choice has affected consumers' desire to purchase, which further affects the enthusiasm of dealers and stores.
Light enterprises "into the pan"
The development of any thing is inseparable from the background in which it is located. The “pan-home†of lighting enterprises is also related to the development of the entire lighting industry.
"Competition between peers" has always been a practical problem that enterprises in various fields cannot avoid. Overcapacity in the LED lighting industry has further spurred competition among companies. Through the case of resource integration in the industry, although some LED companies in the upper, middle and lower reaches have integrated resources, they mainly stay in the LED industry, and the limitations are relatively large.
From the perspective of the development direction of the entire lighting industry, with the increase of people's awareness of LEDs and the enhancement of product quality and price, LEDs have begun to penetrate into the field of home lighting.
According to statistics from the High-tech LED Industry Research Institute (GLII), the penetration rate of LED lighting in the home lighting market in 2013 was only about 10%. It is expected that the penetration rate will reach more than 20% in 2014. Recently, Dr. Zhang Xiaofei, CEO of Gaogong LED, made a clear statement that the pan-home will become the next lighting blasting point.
From the perspective of enterprise demand, domestic first-line lighting brands such as Sanxiong Aurora and NVC Lighting have developed to a certain extent, and they are bound to expect to achieve greater breakthroughs in their own self, while home stores can play a role in brand derivation and strength. Very good complementarity. NVC, Sanxiong, Aurora and other enterprises began to work hard at home lighting is a good embodiment.
On the other hand, the production of products will eventually be guided by sales, while NVC Lighting, Sanxiong Aurora and other enterprises have the resource advantages of traditional channels, but these advantages are mainly reflected in the engineering, and in the retail home lighting Not obvious.
As far as the marketing model itself is concerned, Pan Home has satisfied people's one-stop shopping experience and is more attractive to people. “Removing the one-stop service, compared to the specialty stores, the pan-home emphasizes the experiential service, which just matches the attributes of the home lighting.†Sanxiong·Aurora Shenzhen general agent Lin Shangyao emphasized to the “High-tech LED†reporter .
Companies such as NVC Lighting are sure to realize these problems when they are working on home lighting. NVC Lighting announced that it has joined the "Champion League" and began to test the joint marketing of the water-based home sector is a good example.
More than the actual effect "Champion League" was established on April 23, 2009, including NVC Lighting, Nature Flooring, Dongpeng Tile, Wanhe Electric, Mousse Bedding, Sophia Wardrobe, AIA Ceiling, Midea's eight brands of kitchen appliances . As the first time in the lighting industry, the Champions League tested the flooding home, which was once considered a benchmark event in the industry.
After the "Champion League", the topic of pan-home was widely concerned and discussed in various occasions in the ceramics, building materials, furniture and interior design industries. Various media also rushed to report the spread. Some even used the "Xinhai Revolution in the home channel". Describe the significance of the pan-home marketing model. However, although the "Champion League" is widely praised by lighting companies as a new marketing method, but five years have passed, from the final result of NVC lighting into "pan", the effect is a bit Poor.
The reporter found through the "Champion League" official website that NVC lighting in the official website only 11 products such as ceiling lights, downlights, and each product lacks the corresponding information introduction and purchase function. In the official mall of the "Champion League", there is no even the appearance of NVC lighting.
In this phenomenon, some people in the industry have dubbed the "Champion League" as a place to provide only a "coffee" for both parties, and did not produce substantial effects.
"The 'Champion Alliance' companies have not achieved effective integration between channels, and have little influence on brand influence and product sales. In my opinion, its iconicity is more effective." Sunshine Lighting Domestic Marketing Center Hu Xiao, director of marketing planning.
As Hu said, pan-home is a good attempt for joint marketing and has become the target of the lighting enterprise. However, due to cost and other factors, most ordinary consumers have not fully accepted this marketing model.
Unlike ordinary specialty stores, pan-homes have certain requirements for site construction specifications due to differences in their own positioning. This increases the cost of participating in the human resources, logistics, and venues, and this cost is often passed on to The consumer. The price is too expensive, and the lack of choice has affected consumers' desire to purchase, which further affects the enthusiasm of dealers and stores.
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