China's professional lighting and audio industry started from the early 1990s, and has now experienced the following four stages of development: the introduction phase, the rapid rise phase, the adjustment phase, and the steady development phase.
Before the 1990s, it was an introduction period. From 1990 to 1995, it was a start-up period. At that time, people's living standards improved rapidly. People began to demand rich and high-quality spiritual civilization activities, especially in 1995 and 1996. In just two years. Karaoke, KTV, dance halls and other entertainment venues bloom everywhere. The rapid rise of the entertainment industry has stimulated the sharp rise in demand for professional lighting and audio, which directly led to the first rapid development of this industry. However, the situation of the whole industry was quite chaotic at that time: a large number of production enterprises, dealers, and engineering merchants emerged; brand melee; industry regulations were not perfect; product quality was mixed; prices were opaque; consumers lacked product knowledge, and their behaviors mostly belonged to impulsive consumption.
However, in the next few years, the growth rate of the lighting and audio industry slowed down and entered an adjustment period. The entire industry was shuffled, and a large part of the products with poor quality and those with insufficient strength were eliminated. Therefore, as of 2001, the number of production enterprises has decreased drastically, brands have been relatively concentrated, product quality has gradually standardized, and price transparency has gradually increased.
After 2002, the scale of development and the speed of development have gradually entered a stable state. The development of this stage was mainly due to the representatives of the "Three Represents" on advanced culture, which accelerated the progress of China's culture. Government agencies increased their investment in development culture, and local governments also strengthened their cultural and entertainment industries. Development, various enterprises and institutions have made a large number of purchases of cultural and recreational facilities. Although the SARS epidemic occurred in the first half of 2003, the development of professional lighting and sound has undergone a major impact. However, as the epidemic period passed, the demand for the cultural performance market not only weakened but also showed strong growth. In the second half of 2003, it immediately ushered in a sale. In the peak season, it has been verified that the development of professional lighting and sound has increased steadily from 2002 to 2003. After 2003, the professional lighting and audio industry continued to rise steadily; from 2002 to 2005, the market growth rate of China's audio industry has reached 25.8%! It is predicted that the potential demand for the Chinese cultural market will reach 550 billion yuan in 2005, and the entertainment equipment market has great potential. .
However, after the global financial crisis in 2008, the audio and lighting industry has also been greatly affected. In 2013, the export volume of professional audio products reached US$607 million, a year-on-year decrease of 9.7%.
Professional audio
The number of production enterprises is basically stable, and the degree of branding is getting higher and higher. In the past few years, professional audio manufacturers have been mixed up, and the highest number is estimated to be more than 4,000 in the country! The operation of small manufacturers has become increasingly difficult.
The price of the product is gradually transparent, and the industry profit margin tends to decline. Since the professional requirements of audio for consumers are relatively high compared to other products, consumers rely more on the brand and price of products to judge the quality of sound. All along, the phenomenon of “hype†by operators is very serious, and the prices of products with similar quality are different, ranging from tens of thousands to as low as one or two thousand. In the past two years, consumers' understanding of products has gradually deepened, consumer behavior has become more rational, price transparency has become higher and higher, and operating expenses have been rising, so the profit rate of the entire professional audio industry has been declining.
The means of competition are diversifying. The competitive means before 2003 was mainly based on price competition, especially the domestic brands at the same level, and they were striving for greater market share by means of price-sharing and price-cutting sales. In the past two years, they have gradually entered the era of low profit, and all brands have turned to build their core competitiveness, and they have occupied the market by improving debugging technology, creating professional services and extensive brand communication.
The channel business capability has improved rapidly and the channel development has been further improved. At present, the most powerful channel operators in China, “An Hengli†and “Lifengâ€, have developed their channels quite well. Taking An Hengli as an example, its current business expansion mainly through the following three channels: The first channel: the development of lower-level regional agents. Expanding the market through sub-channels, which mainly sell products. The second channel: engineering sales. The company directly participates in project bidding and realizes product sales through engineering sales. The third channel: cooperate with other engineering companies to provide engineering design and consulting services, and achieve product sales through flexible cooperation.
Professional lighting
Lighting has become an indispensable part of the perfect artistic pursuit. With the development of culture and entertainment industry, the construction of large-scale opera houses and stage is getting higher and higher, so the market prospect of professional lighting equipment is getting better and better. This is very gratifying.
Since the introduction of professional lighting in China in the 1990s, its development is basically in line with foreign standards. Because professional lighting does not have too high-end technology, technical barriers are low. The main components are computer lights, which can be installed according to different requirements of customers. The technical process is relatively simple; there is not much distance between domestic manufacturers' product technologies. But this is precisely the biggest problem facing professional lighting manufacturers. Almost none of these production companies carry out research and development, and the products are not innovative, so it is difficult to form their own core competitiveness.
Most of the domestic professional lighting manufacturers rely on OEM development. Guangzhou Zhujiang professional lighting is a typical example of success. The company began to produce computer lights in 1984. After more than 10 years of development, it has created a perfect channel for 95 years. Started to create their own brand, research and development and production of their own products, has now become a well-known brand of domestic professional lighting.
The high-end professional lighting market has always been monopolized by “Ma Tianâ€, “Deliaâ€, “Hi-LTTEâ€, “JB†and foreign brands. "Martin" is highly regarded in the world and is the leader in intelligent lighting products. Whether it is the Olympics, the "Oscar" awards show, or the CCTV Spring Festival Gala, they have left the beautiful figure of Martin.
Wuxi Motian Signage Co., Ltd , https://www.makesignage.com