When you are at home, you can buy decoration materials, such as floor tiles. Into the floor tile display area of ​​the B&Q building materials store or the decorative materials market, the display stands clearly marked with these names: polished tiles, vitrified tiles, glazed tiles, mosaics, etc., and there are quite a few categories. However, we are puzzled: we only recognize colors and textures, but which kind of tiles are better? Where is the difference between them? We don't know. Finally, the product guide or the decorator helped us make the decision. May come back home and sit down and think: I spend this high price to buy this type of floor tiles, cost-effective?
This is not our fault, because we are not the insiders who make tiles. Who would let the tile manufacturer not give us a clear explanation?
Change the role again. An ordinary consumer came to the lighting city to buy a lamp, went shopping for a long time, turned a few rounds, and finally turned dizzy: so many types of spotlights, which one is better? Why is it called a spotlight?
In fact, he is not a professional like us who buy floor tiles. It is normal to understand lighting.
Is that his fault? of course not. It is the name of our lighting manufacturer or sales professional that sells its products to consumers. The perception of both is completely lacking in commonality.
Therefore, this experience and phenomenon in the realm reminds me of a common name in the lighting industry: commercial lighting.
"Commercial lighting" has been diluted
The term commercial lighting is the industry segment that NVC Lighting pioneered in 1999. With the gradual expansion of NVC and the addition of such products to its peers, commercial lighting has become the industry's default professional term. After that, we are also accustomed to the integration of certain enterprises and certain lighting into the commercial lighting camp. At present, almost 90% of the lighting companies' product catalogues also list "commercial lighting" as a separate category.
Probably from the middle and late of 2005, with the increase of the number of commercial lighting enterprises and the intensification of competition, some lighting companies began to put forward the concept of professional fields such as hotel lighting, shop lighting, supermarket lighting, etc. through the subdivision of the consumer market. Can become a leading brand in the segmentation field.
However, unconsciously, NVC Lighting, once used to be called "commercial lighting boss", has gradually diluted the concept of "NVC is doing commercial lighting", but rather advocates lighting integrated service providers. This is due to the development of corporate strategy. Wu Changjiang must not want everyone's understanding of NVC to be limited to the narrow space of "commercial lighting."
Later, the extension of NVC's home, NVC outdoor, and NVC's product lines further blurred the concept of NVC's positioning as an "integrated service provider."
However, this is one of the reasons for the rapid growth of NVC's business. why?
Imagine that if the product is the only evaluation indicator, NVC may not be the final winner when competing for a hotel lighting project. Because, in each category of product categories, NVC is not necessarily the best. However, NVC may finally win the bid with "full range of products + excellent design + superior resources".
Of course, here, we are not propaganda for NVC, but from this phenomenon, we should find a dynamic change, that is, to change the original definition of commercial lighting, and to establish a new "big lighting" Concepts and systems.
The new pattern of "big lighting"
Recently, when the lighting on the inspection products was illuminated, the confirmation of this dynamic change was also found.
In the past, we were also accustomed to classifying lighting on the product into commercial lighting categories. This is not wrong, because at the beginning of the establishment of the product in 2004, it is wise and rational to choose a single category as a breakthrough. However, to this day, if you rely solely on a single commercial lighting product, you will certainly not be able to gain a competitive advantage in the market.
Therefore, we saw a multi-category situation in the product showroom of the product: traditional business photos + building electrical + home lighting + outdoor lighting, more eye-catching is that dozens of crystal lights are in the eye, European lanterns are also It appeared in the exhibition hall soon after.
This is also the strategic transformation of the product under the "big lighting" thinking, and it is also the focus of the work in 2009 in the financial crisis.
Why should we take a big step from commercial lighting to a "big lighting" system platform? In addition to the above market factors, we can also look at the form of downstream dealers.
Nowadays, the domestically strong distributors, the engineering business must account for a large proportion. And they are almost a "package of general package" for a hotel lighting project? From lighting to lighting to electrician, so they must be agents of a number of brands, forming complementary products. According to the traditional engineering theory, 80% depends on the relationship and 20% depends on the product. Under such circumstances, he can get the largest order with a certain proportion of public relations costs. But if he only has commercial lighting products and no decorative lighting, the return rate will obviously be discounted. Therefore, the needs of the terminal contractor directly prompted upstream manufacturers to maximize the product line.
The product has transformed this concept of “big lighting†into a new positioning for the company, which means “the product is an integrated service provider for lightingâ€.
This kind of integration is divided into two major sections in the product, one is the manufacture of lighting decoration materials; the other is the design of lighting applications. One front end, one back end, which also coincides with the “dumbbell†enterprise competitiveness strategy formulated in the early days of the product. Therefore, the product hopes to enhance the advantages in the competition of engineering projects through such an integrated system.
Market driven results
Of course, the product is still gradually improving this integrated system, whether it can create a new situation on the product, we can not prematurely determine the conclusion. However, we may wish to extend the judgment from the strategic thinking of NVC and the two companies: Will this become a common trend for the future development of commercial lighting companies?
We know that no matter in which business area, the development direction of commercial enterprises generally has two options: scale and specialization. Then, in order to achieve scale, enterprises must implement scale in the horizontal integration of comprehensive categories, or scale up through market outlets and sales in vertical expansion. In this way, the traditional basic lighting enterprises have to achieve the goal of scale, and in the case that the number of market outlets cannot reach the order of magnitude growth, it is hoped that the total amount of business or the number of businesses can be greatly increased. Therefore, we can make a preliminary judgment: In the future, lighting companies based on basic lighting will gradually approach the direction of integrated lighting categories, whether you are active or market-driven.
The facts also prove the great possibility of this direction. For example, the old Jiamei Lighting has increased the home lighting series, the Haohao lighting has increased the business and electrical series, the Ou Pu increased the business and electrical series, the Shanghai Baodi lighting has expanded to the home and electrician series, etc., I believe there will be more comprehensive lighting. enterprise.
Looking back at a big step, the final result is: the increase in the number of integrated lighting companies also means the acceleration of industry consolidation and shuffling? Either integrate other small businesses, or die because the front line is too long and the support is weak. .
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