In the lighting market in Hubei, the reporter once contacted the regional managers of many companies. Each regional manager has his own strengths. He tried to develop the city and some regional managers will report to reporters: "The market in Hubei is very special, not At first, the reporter thought that this was a modest way for the regional manager. As more and more regional managers reflected this issue to reporters, the reporter could not help but doubt: "Is the people in Hubei not using lights? Everyone complains. Said that the market is difficult to do, then who made the money in the Hubei lighting market?
Large scale of demand
According to the statistics of the Hubei Provincial Bureau of Statistics, the total registered population of the province exceeds 60 million, and the per capita annual disposable income of urban residents in the province is close to 9,000 yuan. In recent years, the development of real estate in Hubei has been phenomenal. The demand for home improvement building materials is very large, and the government has consciously adopted various policies to regulate and let people of all walks of life live in their own houses. Driven by various factors, we can see that the lighting market in Hubei has broad prospects. A very, very conservative estimate is made by factors such as comprehensive consumption levels, and the annual demand for lamps in Hubei is at least three billion yuan. There are nearly one hundred large and small professional lighting stores in Hubei Province, and thousands of dealers operating lamps. In Wuhan, there are more than a dozen large and small lamps and lanterns market (including under construction). Basically, all the shops in the lighting market are in short supply. The new stores are very smooth, and they are all sold out after a few days of investment. In the industry in Hubei, there is such a saying: "There is no selling light shop where you can't rent out." All the information shows that the lighting industry in Hubei is booming.
Market is dumbbell shaped
"The heroes are fighting for the land of Jingchu, and there are thousands of flowers in every place." It is appropriate to use such a sentence to describe the lighting market in Hubei. In the market, you can see many domestic and foreign brands such as Philips, Osram, Op, NVC, Zhejiang Sunshine, Shanghai Luyuan, Feidiao, Delixi, Benbang, Huatai, Qianli, Southeast, Dafeng, etc. To many miscellaneous cards that even reporters don't know, everyone is watching the brand products in the hub of the Central China region, but the brand-name products are also popular with their price advantages.
In Hubei, the terminal penetration capability of Oupu is obvious to all. In a certain market, there are actually ten dealers who operate Oupu products. NVC's dealers also cover all the second- and third-tier markets in the province. The electrician products of the business owner's status unmanned and flying are heard in the streets of Hubei Street. Several strong brands have occupied half of the market and become the target of dealers.
The reporter saw in a market in Wuhan that the store area of ​​a dealer is not small, and there are nearly a hundred brands of large and small brands, but the reporter is unheard of for most brands. Due to the variety of products in the store, the furnishings are messy and easy to give people a low-end feeling. In an industry with a strong brand awareness, this kind of business operation will make everyone swear, but the dealer has an absolute advantage because of the absolute price of the product. This situation will make many dealers who operate brands feel confused, but they are at a loss. Each brand has a small share of the market, but due to the large number of miscellaneous brands, it has a large share in the market.
Affected by strong brands and miscellaneous products, many second-tier brands have encountered Waterloo in Hubei, and it is not uncommon for those who fail to do so. The second-line brand is not as strong as the brand in terms of popularity, and it cannot compete with the brand-name products in terms of price. The position in the middle is very embarrassing. A regional manager of a second-line brand in Hubei told reporters that although the company has a certain influence in the industry, it does not have a high reputation among consumers, so it is impossible to start in the business development. Ordinary consumers are easily misunderstood by dealers because they are unfamiliar with the industry. They give up second-line brand products and choose the brand-name products that are not far from the price. The reporter once saw a clerk in a store saying to consumers: "Our XX brand products are imported from abroad just like Philips. The quality is better than Philips in all aspects, and the price is very cheap." In fact, XX is in the industry. It's just a small business that is not known, but the company is registered abroad.
Throughout the above points, it is not difficult to find that strong brands and miscellaneous products are equally divided in the Hubei market, occupying a large share, and the performance of second-line brands is generally not ideal. If there is no other factor involved, this pattern will not be in a short time. There will be too much change.
"Follow the wind" affects sales stability
The phenomenon of “follow the wind†is very common in the lighting industry in Hubei. As long as a dealer purchases a new luminaire in the market, at least five dealers in the market will start operating the new luminaire within one month. This will lead to an amazing sales performance of a certain company in a certain period of time, thus making a wrong judgment on the Hubei market, formulating sales targets that cannot be tolerated by the market and development ideas that are not in line with the actual situation. When the products of this enterprise are saturated in the market, the sales performance will plummet. The development ideas that are not in line with the actual situation will affect the long-term development of the company.
Out of control policy leads to market chaos
A regional manager complained to reporters that when talking to dealers about cooperation, many dealers raised questions about three things: distribution, decoration, and policies. Spreading goods is a common practice for dealers in Hubei, and there are not many agreed settlements. Many dealers believe that the cost of opening a store is required by the manufacturer. The bottom product needs to be the responsibility of the manufacturer, and some conditions that do not meet the development ideas of the manufacturer will be raised. The above factors make many regional managers very difficult. The reporter learned from many aspects that the policies given by some enterprises in Hubei are far more favorable to other regions, but the dealers still feel that they are not enough and will put forward more demanding requirements. In order to enter the local market as soon as possible, some manufacturers have to agree to the various requirements put forward by the dealers. In the long run, dealers have gradually formed this kind of ethos, and manufacturers can only succumb to them, and the out-of-control policy has caused vicious competition. Caused the chaos of the market.
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