Home lighting takes the bottleneck of the artistic route brand

“As an important content of home improvement, indoor lighting products are moving towards the direction of art. Like clothing, they must be popular, fashionable, healthy, environmentally friendly, and low-carbon,” said Zhang Ren, Secretary-General of the China Building Decoration Association Housing Decoration Committee: “LED Lighting is very promising in this area."

With the expansion of the application of semiconductor technology in the field of lighting, coupled with the increasing pursuit of leisure and comfort in the home environment in recent years, lighting fixtures have gradually shifted from simple lighting functions to decorative effects.

The brand bottleneck urgently needs to break through

Zhang Ren calculated a sum of money. Last year, the output value of the Chinese decoration industry was 2 trillion yuan, and lighting accounted for 10%-20%, that is, 100 billion-200 billion yuan. This market is very large. According to Zhang Ren, the lighting industry is closely tied to the decoration industry. LED lights gradually entered the modern home improvement, and feedback in the market continues to improve, and ultimately will occupy an important seat in the decoration industry.

Related information shows that Guangdong Zhongshan, Foshan, Huizhou, Shenzhen, Dongguan and other places are the gathering places of domestic lighting companies. In 2010, the sales revenue of lighting industry in Zhongshan reached more than 65 billion yuan, accounting for 15% of the total industrial output value of Zhongshan City. This figure is contributed by more than 9300 lighting and supporting companies, including 32 leading companies. This huge number of companies reveals another piece of information: LED lighting industry clusters are huge, but there are only a handful of companies with scale and brand. This is also the brand effect bottleneck faced by Zhongshan as the domestic lighting industry base.

With the implementation of various policies and measures by the state to regulate the real estate market, real estate developers have turned to commercial real estate; on the other hand, they have turned to the development of the 234 markets. While driving the demand of city and county-level real estate markets, lamps and lighting companies have stepped up their pace in the city-county market. Zhang Shunqing, general manager of Zhongyuan Lighting Co., Ltd., Yanshi City, Henan Province, said: “We are now considering setting up a lighting experience hall to match lighting fixtures with furniture to form an overall lighting effect, allowing consumers who come to buy lighting fixtures to experience and experience. Simple 'soldier' ​​sales to 'corps formation'." Zhang Shunqing believes that this is a trend.

According to Zhao Ying, Secretary General of the Semiconductor Lighting Technology Standards Working Group of the Ministry of Industry and Information Technology, LED light sources are high-tech and new-type light sources, and they have different places from traditional light sources, and they have certain directionality, controllability, color adjustment, etc. When entering the general lighting field, it should not be limited to traditional alternative lamps. “The first stage may be to replace the lamp type and install it directly on the current fixtures. In the future, it may become more comfortable, more artistic, more environmentally friendly, and more widely applicable. At present, the upper reaches of the industry are us. The weaknesses of the project, how to make our application to promote the development of the middle and upper reaches, is the current need to consider the issue." Zhao Ying said.

Cross-border marketing: lighting home improvement

Zhang Ren said that in the past, the lighting source was a single function, and now it also bears the demand for art and fashion. "Lighting can be a work of art. Green lighting is more popular in this industry."

Modern home improvement is about art, fashion, fashion, health, environmental protection, and low carbon. At the same time, the national industrial policy is to build two types of society and save energy and reduce emissions. Green lighting is mainly semiconductor lighting, which is not only low-carbon and environmental protection, but also energy-saving and power-saving. As long as the publicity is in place, the designer fully introduces, the construction unit is widely used, and the owners are willing to accept it. The market prospect is very broad. It is against this background that lighting fixture companies are facing a shift from a traditional marketing model to a new cross-border marketing model.

On May 9th, Jimei Furniture held a cross-border promotion event with “Home Furnishings and Lighting” in the Wanglanzhuang Store in Tianjin. The event assembled dozens of domestic and foreign home improvement and lighting brands. According to the organizer, Jimei Home Store Wang Lanzhuang held this exchange meeting and built a convenient consultation platform for consumers. Here, consumers not only directly contact and understand lighting products, but also can communicate with many famous interior designers from zero distance to understand the latest trend of home improvement. Through this exchange, consumers have a better understanding of how to choose lighting and home improvement companies.

With the rapid growth of LED lighting industry, many lighting companies have entered the field of LED lighting. With the rapid economic development, China's lighting lighting market has good prospects, home lighting industry will truly turn from the era of lighting to the lighting era.

After years of development, the lighting industry has long established a professional and systematic logistics system and a modern e-commerce platform. For most lighting companies, creating lighting brands and expanding the market scale has become an inevitable form of rapid development of the lighting industry. Brand awareness ultimately depends on the long-term accumulation and growth of the company. From the consumer's practical point of view, it is the need for brand building. Experts said that modern lighting products should consider lighting and safety issues when considering energy saving and fashion.

With the rise of the second and third-tier markets, the lighting chain in the county area has spread rapidly. At the same time, the overall lighting has become increasingly fierce. For many lighting companies, how to effectively develop the market and increase sales, not only need to solve the problem of after-sales service, product architecture and other issues. Low-cost, high-efficiency marketing can keep brand market competition advantage.