Reveal the LED lighting stores seven big difficulties
2014/11/13
Lighting stores is an important platform for lighting products trading, in a sense, the role of acting as a link between businesses and consumers, but also the industry, the rise and fall of the compass. Facing lighting it a tempting cake, in recent years, many investors have invested in building lighting stores. However, with the transition to a market economic structure, the traditional lighting stores Language forefront of the market, the first change in perception of the market and well-being in the face of large stores continue to emerge, many lighting stores in the competition, sadly eliminated.Visited the East China market lighting stores, most dealers feedback, this year many customers suddenly disappeared. This sudden change behind what happened? According to industry analysts, in addition to the property market downturn, the impact of the Internet electricity supplier plundered part of the customer, the cross-border integration of service providers also put a foot in.
1, everywhere, stores succeed difficult
In the largest lighting market distribution center - Old Town, for example, since the twenty-first century, the town established in the ten years between lamps and lighting accessories stores, large and small city about four fifty, let alone by the Old Town district radiation off the coast of Jiangmen, Zhongshan Xiaolan lighting stores and other places. Domestic lighting stores and therefore to the number of "more" is known.
In turn lead to the expansion of the store's business blindly "follow suit", they follow their own interests in order to continue to open new stores stores, hoping to stay ahead. One side is desperate to expand, while the decline in sales, dealers in the store is also very difficult to make a living. Meanwhile, lighting stores want to come out on top again easier said than done in rapid expansion.
Xie Hai, Director of Operations Market Qingdao Hongsheng International Lamps often told the author: The main cause of this situation is that the government is no unified planning, followed by lighting stores conflicts, Qingdao is the case at present, in fact, the development of the city's need for a large representative lighting stores, lighting stores, but development and development of the city is not synchronized, which for lighting stores and the city itself, no benefits. So stores want to succeed in this situation, of course, is Nanshang Nan's.
2, the hardware constraints, die or breakthrough?
Currently, cities in the country, about 65 percent of the lighting store is many years before the old plant, old buildings converted, their appearance, shape old, poor infrastructure. For example, insufficient parking spaces around the store when it rains the water all over the floor, etc., and unreasonable interior layout also gives consumers shopping is a big time, physical exertion.
At the same time, in the face of those stylish modern rookie, pale, completely lost the competitive advantage of being beaten at a disadvantage. Over time, resulting in the loss of tenants. However, if you want to enhance the competitiveness of the store, putting in a lot of financial, material costs for hardware transformation, decoration, to a great extent, will result in greatly improved store operating costs. Immediately and to the yes, the store will be up about 10-30% of the rent to balance the win bad.
For such an old lighting stores, is actively seeking a breakthrough, renovation or adhere to self-style, ??? general manager of Changzhou Brilliant Lamps told the author: This situation should change according to the actual situation, I recommend unchanged, after all, affect the situation the whole body, perhaps blindly change it will exacerbate the death rate.
3, much larger rivals, stressful investment difficult
For lighting stores, the investment can be described as its lifeline. On the one hand, the newly opened lighting stores offer a variety of incentives, efforts to improve the merchant's occupancy rate; on the other hand, a strong accumulation of resources to find ways to retain the old stores also have settled in businesses.
As more and more investors into the business areas lighting stores, lighting stores competition between the increasingly fierce competition, especially in Beijing, Shanghai and other cities has been significantly intensified. On the one hand, new entrants to the market constantly eating cake, resulting in businesses, consumers diversion; on the other hand, a lot of business because business is dull lighting have taken austerity, wait and see strategy. This leads to the result that the rental pressures and opportunities facing the electricity supplier a lot of money, corporate demand for the store and the store's decline, surrender, migration and other phenomena frequently staged, store occupancy rates declined and therefore, ultimately Shop stores and even the phenomenon of high-floor whole floor vacant.
Hai Xie often recommend the store should "stick": especially the new stores, the current situation, the whole climate of the lighting industry, real estate, policy implications and downs of the industry, this is the status of the country in the lighting industry exist. So to insist, must adhere to, since to do in this industry, we must insist, insist that victory, the winter is past spring.
4, the service, in the end how Service
Time migration, consumer attitudes and market trends are constantly changing, and the only constant is lighting stores to give consumers what? The final analysis, what kind of stores can provide services to meet the diversity of modern consumers, personalized shopping lamp needs.
"Lighting stores management problems do not exist, in the final analysis is the service problems that affect key lighting store operations is service." Hai Xie Chang said.
Similarly, Xiao Xiaohong told the author: Managing this argument itself is unscientific, and now I do not know how many stores and services, demand for services is clear in fact know merchants, captivated the needs of the store will be able to do a good job. Store more than to serve businesses, but also to serve merchant customers, is the consumer.
Part of the lighting store operators holding on "content" mentality, unwilling to advertising, branding investment, competition is not strong. Many lighting stores in the early run, when the management is very simple, usually the shops rented out even, and after-sales service of the question. With increased competition in recent years, the store operator's brand awareness gradually clear up, but the store management compared to department stores, home appliances and other set of specifications, the system, the lighting stores in the management model is still in continuous exploration, perfect stage.
5, rental costs soared
Currently, many lighting stores are the way to leasing operations, no proprietary. After several years of careful cultivation, the market sentiment gradually rise, most of the market to get a lot of money in operating profit, but prices continued to rise but also to renew the rental price when things become iron nails. Ranging from about 10% up to more than about 30% rise, rising rents to store operating tremendous pressure, but also further affect the relationship between businesses and stores.
Of course, with the current rise of large-scale integrated body stores, "rent not for sale," the situation is gradually being broken, however, this situation is also limited to the big brands, small brands as well as small manufacturers, how in rental costs rise, consumers increasingly reduced, maintaining operating profit, businesses need to consider not only the problem, but also the need for businesses to consider the issue store.
6, the electricity supplier, stores Secret
With the transition to a market economic structure, both old and new stores are in seeking to change the channels on business ideas and innovative ideas, so the electricity supplier to become the lighting market, merchants and business choice. "Electricity supplier is the future development trend of the industry," which has been accepted and recognized by the statement in the lighting industry. But how do electric provider, what should we take the business model, how to choose a platform, has been a lighting store market square Secret.
"Because lighting and other industries are not the same, if we simply rely on electricity providers to promote is not displayed, because lamps fragile, the effect of the Internet and the store is not the same, for some a little higher gold content, composition a little complicated tricks a little more light, online shopping is inconvenient, there are still online and offline distance. "Hai Xie Chang told reporters.
7, stores, is to guide the interference is abdicated
In some of the old lighting stores, usually the role of the store is the "rental woman", as merchants can sell lamps, how to buy a lamp is not to interfere, but to enhance the store competition, stores and services, whether store can sit back and take the money down, or to participate, mutual benefit and win-win, I believe that this confusion does not already exist, but how to participate, how to win really put in the store side of a major problem.
Hai Xie often said: The reason why many stores closed down, because there is no advantage to combine manufacturers, distributors advantage, the advantage of consumers, stores and other advantages, the advantages of the combination of manufacturers, distributors advantage, the advantage of consumers, stores advantage this new store is the focus of the article did, in fact, now lighting market is very fair, almost everyone, but be able to combine the advantages of the above point is to be able to do successfully.
Any line on its path of development, there will be "temptation", and of course confused, like Hai Xie, Director of Operations Market Qingdao Hongsheng International Lamps often said, "In the past winter is the spring," Breakthrough is not difficult, as long as you change the position of the station in the merchant's point of view, the consumer's point of view to do, in-depth market, traders are anxious urgency, the needs of customers solution, "confused" Nature solved.
