In the face of the economic crisis in 2008, lighting companies have suffered a certain blow. Many industry players predict that the economic situation in 2009 will remain grim. Recently, a questionnaire survey conducted by a number of lighting companies showed that 85% of enterprises indicated that they would fully explore the domestic market in 2009, and 30% of enterprises indicated that they would reduce their investment in foreign markets. In particular, companies that have been focusing on export sales in the past have now expressed their desire to develop in a systematic and large-scale manner, so as to ensure that domestic sales begin to enter the overall operation.
Although the sales situation of lighting companies was not optimistic last year, the state, major provinces and cities have introduced support policies and plans to invest heavily in infrastructure projects to stimulate domestic demand. In this environment, what will happen to the development direction of lighting companies in 2009?
Market direction: invisible channels multi-faceted flowering
According to the survey, most companies in 2009 have expressed the need to develop invisible channels, and the way of development has also diversified. In addition to holding designer exchanges and placing invisible channel media advertisements, there are home lighting companies that will focus on home improvement companies. In the pan-home market such as engineers, design institutes and building materials, other companies indicated that they will have direct contact with the furniture, ceramics and home textile industries in order to achieve cross-industry exchanges and cooperation and expand market coverage.
In fact, many companies will easily ignore invisible channels when developing the market, because the development of invisible channels can not immediately see profits, and the construction of enterprises, such as retail and large customers, will soon see benefits. But as long as the invisible channel matures, it will greatly promote the sales and brand influence of a company.
In terms of traditional distribution channels, 95% of enterprises indicated that they will focus on developing the primary and secondary markets. As the development of the South China market is relatively mature, enterprises will turn more to the North China market and the Northeast China market in 2009.
Product direction: the pursuit of novelty and differentiation
In order to enhance brand awareness and promote product development and innovation, in 2008, major lighting companies have launched new products. For example, the new LivingColors series launched by Philips last year broke through the image of professional lighting and lighting in the eyes of consumers in the past, and based on high quality, the fashion design and the emotional life needs are fully integrated. NVC Lighting has launched a new generation of energy-saving lamps for the Ray Series. This series of energy-saving lamps has achieved many innovations. The lamp holder, lamp and circuit parts are made of environmentally-friendly materials and advanced technology. The product design life and environment. There are many breakthroughs in indicators such as working voltage and adaptability of lamps.
According to the survey, for the development direction of lighting products in 2009, the focus of enterprises is on commercial and engineering lighting, such as engineering downlights. Many commercial enterprises have stated that they are pursuing product novelty and differentiation on the premise of achieving the line of commercial store lighting products. In addition, lighting companies believe that there will be further development of the spotlights in commercial lighting, mainly focusing on dual-energy downlights and engineering downlights, and using die-casting whitening as the technical direction. In addition, the light source will also develop in the direction of commercial lamps, such as metal halide light sources, and the integrated energy-saving lamp cups are gradually favored by enterprises.
Marketing direction: the store is still the mainstream
In 2008, when the global economy was in crisis, the marketing pace of lighting companies was hindered. At this time, enterprises were roughly divided into two types. The first type of enterprises have limited financial strength and weak marketing capabilities. In the face of difficulties, they will adopt conservative strategies to maintain their own inherent conditions.
The second type of enterprise is relatively strong in strength, and will turn the crisis into a turning point and go against the trend. With the advantages of brand, capital, channel and talents accumulated over the years, this type of enterprise continues to accelerate the pace of marketing in 2008. Whether it is a traditional channel or an invisible channel, it is a big attack. Especially in the field of home lighting, with the maturity of the overall home lighting concept, many home lighting companies have begun to expand in the domestic market, expanding the specialty stores or experience centers in major cities across the country. For example, He Rongbiao, president of Johnson Electric (China) Co., Ltd., said that it would take about three to five years to develop about 1,000 Joeson Home Lighting Living Museums in the Chinese market.
The survey results show that the chain store is still the mainstream marketing of lighting companies in 2009, and the operation center and logistics center are gradually playing their respective expertise. In addition, some companies have expressed concern about the supermarket sector, and they believe that one-stop shopping is the trend.
Situation forecast: confidence index is as high as 90%
In 2008, with the increase of enterprise difficulties and the increase of labor and wage costs, employment growth is expected to be affected, which in turn will affect residents' income growth. The trend of economic chilling may affect residents' consumption confidence and change residents' consumption expectations in many ways. In the future, there is a possibility that consumption growth will slow down and consumption structure will slow down. Most lighting companies believe that it will take another 1-2 years for the economy to pick up.
Although the overall economic downturn last year, many lighting company leaders are full of confidence in 2009. According to the survey, the confidence index of enterprises in the overall market situation in 2009 is as high as 90%. No matter how bad the environment is, the company can only seize the opportunity and move forward, strengthen the basic management, update the concept and work methods, create excellent product quality, management quality and business team, and give full play to the outstanding potential of each person. Welcome to a more brilliant 2009.
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