High-end lighting market "money money seductive"

On September 21st, the home of high-end homeowner Suziya Lighting Co., Ltd. will officially start its business. This is the first time that a home of a comprehensive home store has entered the professional lighting industry. The industry believes that the current high-end lighting market is not fully developed, there are still problems such as the price is not transparent, the brand is not outstanding, etc., the intervention of well-served supermarkets, or will play a leading role in regulating the market.

High-end lighting market "fierce battle"

Recently, when the reporter visited the Shilihe Building Materials Street, he discovered that the Hejiameijia Lighting City, which was actually acquired by the house, had been revamped and the LOGO of the home was actually hung. The relevant person in charge said that the interior decoration of the store is nearing completion, and the merchants are also entering the field one after another and will open on September 21.

As the first lighting city project of the home, the “ambition” for entering the high-end lighting industry is self-evident, and it also caused the industry’s attention to the high-end lighting market. Actually, not only the home of surprise, another store in the home industry Meikailong has a great interest in the lighting industry, and some old lighting cities, such as Shilihe Lighting City, Wanjia Lighting Lighting Plaza and Colliers International Lighting Has also been to the high-end lighting market does not relax.

For the average consumer, lighting is indispensable, but mainly to meet functional requirements. But for villas and other high-end people, lighting in addition to basic lighting, there are decorative needs, need to match with the overall style of the room, lighting consumption can even account for 10% of the entire renovation costs. Sun Qi, a soft outfit designer of the Institute of Decorative Arts, Beijing Qingshang Huanyi Architecture Design Institute Co., Ltd. believes that lighting fixtures are more priced in the tooling and villa market, while the home furnishing quota is small, but the demand is very low. Big.

Tang Yuyu, general manager of Parklane Home Furnishing Co., Ltd. also stated that in the past, high-end lighting was used in some public places. When ordinary consumers buy lights, they often look at the quality and then look at the design, aesthetics, and other factors. However, in recent years, the proportion of consumption has come to see. The mass consumer market is gaining ground and will surely be larger than the public market in the future. Kong Liangbin, general manager of Milan Impression Beijing, also said that although the company's lighting products are positioned high-end, but home improvement consumers also accounted for 80%, is the main force of consumption.

Lighting market has great potential

In recent years, due to factors such as the regulation of the property market, the demand for the lighting market is not very strong, but relative to furniture, building materials and other household products, the impact of lighting products is relatively small due to the small amount of consumption of individual products and the rapid updating. Li Yongfen, general manager of Beijing Xima Group, told reporters that the lack of demand has also accelerated the survival of the fittest in the industry. “Consumers' pursuit of living standards and home aesthetics has been improving, and the high-end lighting market is still worth the wait.”

There is no shortage of people who are optimistic about the broad space for the lighting market. Actually, Su Hongmei, general manager of Suiwu Lighting City, believes that lamps are small, but every home and every space needs lights. The number of lamps may be even more than furniture. Tang Yu-yu also believes that in the past, the lighting market was a seemingly reasonable and disorderly market, and the professional shopping malls developed on the basis of the pan-building materials market also provided a better platform for manufacturers.

Chen Yansheng, vice chairman and secretary-general of the China Lighting Association, believes that home owners, such as homeowners, are involved in the lighting industry and are conducive to the sharing of internal service systems.

Integrated store into high-end lighting market, or will regulate the market to play a leading role in the market situation <br> <br> market low discount is the norm

From September 5th to June 6th, the reporter visited a lighting decoration exhibition center in North Wuhuan and a lamp boutique mall in Shilihe. As positioning high-end stores, both did not categorize the lighting brands in the layout, classical lights, modern lights, crystal lights mixed together. The reporter found that both stores have a lot of lighting brands sold at lower discounts.

The reporter saw the handwritten "4.5% off" message on a temporary billboard at the entrance of a store named Ou Yate. According to sales staff, at present, the audience is selling at a discount of less than 4.5%, and some old models are 40% discount. For example, a European lamp, priced at 10,000 yuan but as long as more than 4,000 after folding. In another standard beauty lighting store, a price of 7,500 yuan crystal wall lamp, as long as the inquiry 1,500 yuan.

In the Yaming Lighting Shop of the lamp mall, a classical lamp with a price of over 10,000 was inquired, and only about 400 were inquired about the price. Sales staff introduced that the lamp is hand-carved with pure wood and is currently sold at 40% off. In a store called Jinhui Lighting, the sales staff also explained that the store’s merchandise is 50% off. When the reporter stated that he might bring a friend over two days to buy, the other party said that if necessary, he could offer 40% off when he brought his friend, and the difference would go to the reporter.

Interpretation of high-end lighting for specific spaces and crowds

Compared with energy-saving lamps and LED lamps, the main difference of high-end lighting is reflected in the market positioning. Some crystal lamps or European-style lamps hang down at least 1 meter. Even if they are displayed in a store, they need a floor height of more than 3 meters to have a good effect. This kind of lighting can only be used in villas or in duplex halls. Ordinary family houses are often less than 3 meters high. It is not practical to hang up to match the room.

In addition, there are some public spaces, such as high-end hotels or clubs that will be used during the renovation. If it must be used in the home, there are a few ceiling lamps with a height of 30-50 cm, which can be used in the living room, bedroom, restaurant, etc. of the average family, but because the product itself is relatively small, the display effect is limited.

Material expensive craft complex

An important reason why high-end lighting is high-end is the material and process of the product itself. Chen Yansheng, vice chairman and secretary-general of the China Lighting Association, said that the glass beads used in the crystal lamps are also divided into grades, such as the crystals of Swarovski, followed by Egyptian crystals, and once again domestic crystals or glass.

Crystal lamps are characterized by many parts and almost every part requires several steps of processing. In addition to the luxury of the crystal itself, the metal parts of the crystal lamp must be welded, polished, plated, and other multiple links in the production process. These complicated processes may not be discernible at the time of purchase. However, if the process is not sufficiently detailed during use, problems such as deformation and rust may occur.

Pay attention to design and service

Because lighting products have many changes and aesthetic requirements, lighting design has become an important reference for consumers when they purchase. When the reporter visited some of the high-end lighting market in the current market, he also found that many shops provide consumers with simple design changes.

Shen Fenzhen, general manager of Beijing Huangjia Zorong Lighting Co., Ltd., believes that when selling lighting products, merchants will also launch some soft-packed design products and give consumers some solutions for interior soft decoration. In addition, high-end lighting on the basis of reasonable prices, there will be more thoughtful and thoughtful after-sales service.

According to industry insiders, the current high-end lighting products are not yet very transparent in price, and there are some confusions in the market.

Consumption mystery lacks a well-known brand

When it comes to lighting brands, most consumers will think of Panasonic, Philips, etc. However, most of these brands were originally made of electrical products. Those who redesigned, remanufactured, and innovated in the style and shape of crystal lamps, classical lamps and other brands, consumers knew little about it. Even with Swarovski's lamps, consumers are more likely to think of a crystal brand and a non-professional lighting brand. Therefore, when consumers choose lighting products, they do not directly look for branded products. Instead, they first look at which lamp shows a beautiful style, and then look at the price to decide whether or not to purchase it.

The price is not transparent enough

Due to the different shapes of lighting products, it is not so easy for consumers to shop around. High-end consumer groups are more concerned with the design and aesthetic needs of such products and are not sensitive to the price of the products. Therefore, the prices of such products are not transparent, and the market often has a phenomenon of “jumping prices” and “prices for sale” such as one fold or two fold. Mr. Su Hongmei, general manager of Suiwu Lighting City, said that due to the low threshold, the lighting industry is still relatively chaotic. Most of the lighting companies are a store to a dealer, but there may be a case of a store price.

Market relative niche

Chang Yi, secretary general of the Beijing Lighting Association, believes that according to the situation of Beijing consumers, high-end lighting is only aimed at niche markets. The lighting used by ordinary households is still a simple style ceiling lamp, etc. In addition, it is used together with some table lamps and floor lamps. Although high-end lighting also includes stylish floor lamps and table lamps, these lamps are often not a main lamp in a space. And a space in a style of individual lighting, there is no corresponding drapery or other similar style furniture products match, it is difficult to reflect the original product to express the effect.

The high-end voice in the industry must be worthy of the name, Chang Yi, Secretary-General of Beijing Lighting Association

At present, I suggest that more enterprises should improve their internal strength and improve their professional quality and technical quality. Lighting fixtures are positioned high-end, and there is a demand for the company's own development. However, since it claims to be high-end, it must be worthy of a name. Such as crystal lamps, the use of crystal must be true, can withstand the test, all products should be quality clearance, environmental standards, to meet the green lighting conditions. On this basis, we will continue to strive to achieve clear-value, comprehensive services, and have the reputation and integrity of high-end companies, so that consumers can feel "high-end".

Stores have to control the price Su Hongmei, General Manager of Sun House Lighting Factory
The reason why is called high-end lighting stores, the most important thing is the brand. Actually, Home House Lighting City has introduced top brands at home and abroad, such as Jinda Visahua, Baohui Olanis, Isabel and other domestic top brands, as well as Italian brands Molola and Kittinni. , AK Crystal, ITALAMP, Austrian Swarovski, etc. These brands can not be found in all the stores in Beijing.

In addition, based on the attitude of being responsible for the brand and responsible for the consumers, the service of the platform must be in place, and a unified cash register is implemented at the beginning of the opening of the store. Even if there is no clear-cut net price, it will certainly control the price, and it will not allow two-fold or three-fold to be sold, and it will work toward clear-cut prices. And the biggest difference with the previous positioning of high-end stores is to classify the lamps by floor, crystal lamps, European lamps and other at a glance, more convenient for consumers to choose.