Shortly after sponsoring the Asian Winter Games, Honbang International Lighting of Shunde District, Foshan City, Guangdong Province announced today that its products have been designated as “special products†by the National Olympic Sports Center. This is a rare large-scale marketing campaign in the lighting industry dominated by OEMs and price wars. This action has also opened up the brand-led industry reshuffle in the lighting industry. In stark contrast to this, not long ago, the CCTV 315 party and the State Administration for Industry and Commerce announced a number of well-known brands that failed the sampling. The lighting industry, which has always been regarded as a profiteering, was finally presided over by the leading brands in the year before the Olympics.
High-end brand sports combination boxing against the market
The reporter learned that the State Administration for Industry and Commerce recently announced the results of monitoring energy-saving lamps in the circulation areas of Beijing, Shanghai and Guangzhou. The pass rate is only 39.3%, and well-known brands such as Langneng, Op, and Matsumoto are on the list. Before the CCTV 315 night, the lighting brands such as Opt were also unqualified. The exposure of the authorities has unveiled the extremely irregular veil of the lighting industry.
In fact, there are thousands of brands in China's lighting industry, but most of them are dedicated to the production of OEMs and low-end products. They have been fighting each other for price, fighting and disorderly competition in the low-end market. The rise in raw material prices last year has worsened the living environment of the lighting industry, which is dominated by large-scale enterprises. In the Chinese market, only the foreign brands such as Philips and GE are truly high-end brands, enjoying the top of the pyramid of the lighting industry.
But starting this year, local brands such as Benbang, NVC, Sanxiong and Aurora began to make frequent efforts in the high-end market, and launched a "surge" to Philips. Among these challengers, Mr. Chen Biguang, the director of Benbang Lighting Brand, expressed his confidence that he would make Benbang a “Philips†in China and build a national brand. After sponsoring the Asian Winter Games not long ago, the state once again played sports chain boxing and was designated as a special product by the National Olympic Sports Center. The Olympic Games will undertake the pre-final and finals of the 29th Olympic Games football, handball, volleyball, water polo, modern pentathlon and other hockey training programs, representing the image of the Beijing Olympics.
The person in charge of the National Olympic Sports Center pointed out that the choice of the state as a "special product" depends on three elements: First, the state's products are not only of good quality and stability, but also can be customized according to the specific 'light effect' requirements. The product you need. Second, the quality of the company is high. The state is one of the few high-end products in China. In the environment of the landslide industry last year, it created a growth rate of 300%. It is the fastest growing and most growing brand in China's lighting industry. . The state can provide the best solution for the sports center in these two aspects.
In addition to the state, other high-end brands have also begun to actively promote the promotion of high-end brands. Another brand joined forces with CCTV's "same song" to hold a large-scale concert, which added a bright color to the dull lighting industry in 2006, and blew the horn of lighting companies to create mass brands.
Imitate the home appliance lighting industry to start shuffling
Yang Runqiang, general manager of Huaqiang Electric and Benbang Lighting Marketing Department, told reporters that the exposure of authoritative media is actually an opportunity for industry consolidation. Like the home appliance industry, the integration of lighting must begin with the high-end brands gradually occupying more and more markets, and end with the industry forming several major brands to dominate the industry. This time, the state was designated as a special product by the National Olympic Sports Center, and to a certain extent, it was an image public relations that the leading enterprises stood up at the important juncture for the industry. At the same time, it also blew the state's horn for market integration.
In fact, Huaqiang Lighting and æ¸Electrical-controlled lighting products are the middle and low-end lighting brands with the widest coverage and the largest network in the country. The high-end brand has been involved in 21 major departments and more than 7,000 varieties of light source, engineering, home, business photo, electrician, etc. in just one year. It has opened nearly 600 stores in various parts of the country. It was sold in 2006 compared with 2005. Increase by 300%. In the first year of 2007, the products were in short supply, and the customer's orders for March were scheduled for May. The price of the state is even higher than Philips Lighting's 30%. According to reports, at present, the state has basically occupied the first-tier cities in China and most of the secondary city markets. In the coming year, it will focus on the penetration of the secondary market to the tertiary market, so that the products of the state will reach greater market coverage. And gradually began to shuffle the market.
On the other hand, raw materials have been climbing since 2004, and copper prices have risen by more than 80%. The surge in raw materials has accelerated the emergence of a number of SMEs out of the market, and has also raised the barriers to entry, allowing some companies with strength and brand building to stand out. On the export side, the EU ruled in 2001 to impose a maximum anti-dumping duty of 66.1% on Chinese lighting companies; in June 2005, it again imposed a 66.1% anti-dumping duty on Chinese energy-saving lamps through Vietnam, Pakistan and the Philippines to re-export products to the EU. The EU R Directive, which was implemented on July 1 last year, has made the export prospects dim. Changes in the macro environment have also prompted the lighting industry to begin to integrate in difficult times.
Industry experts believe that from a macro perspective, the development of the lighting industry at this stage is similar to the development period of the home appliance industry in the 1990s. It can be foreseen that today's home appliance industry is the future of the lighting industry. This year, the entire industry will begin to subdivide, towards a more professional, higher technical content and quality, and the product is more culturally oriented. In the near future, the degree of professionalism of enterprise products is the only criterion for determining whether or not to become a brand. The responsibility of the high-end brand of Benbang lighting will firstly provide advanced business models, and on this basis, form several leading brands, and eventually become the real pillar industry of China and China.
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