Home lighting second-line brand how to break through

At the present stage of increasingly fierce competition and increasing homogeneity, how should second-tier brands break through? In recent years, home lighting has gradually developed into a major branch in the lighting industry. The number of participating companies is increasing and the overall scale is also increasing. However, in the field of home lighting, with the exception of Op Art Lighting, the brands of second and third tiers are uneven and there is a huge gap between them and the frontline brands. What caused this gap?

Home Lighting: Low Concentration Market Opportunities

What is the current market pattern of home lighting? Hao Hao Lighting marketing vice president Hao Xilong analyzed in an interview: International brands represented by Philips occupy the high-end market at the top of the pyramid, while other brands are battling in the middle and low end of the huge market. At the same time, Op Lighting has shaken its leadership with annual sales of nearly 3 billion, and the remaining second-tier brands are also trying to seize market share. According to the reporter's observation, in the current home lighting field, the top two brand heights and sales heights were occupied by Philips and Op, respectively, which opened a significant gap with a large number of second-tier brands.

An important criterion for judging the maturity of an industry is the degree of concentration of industry brands. In the field of home lighting, a single major Op lighting has far away from other brands with a sales revenue of nearly 3 billion. Sogou is in the market share. The rate is geometric again? There is no exact data at present, but it is certain that this figure will not be very high. The low concentration of the industry status provides a large number of second-tier brands with opportunities for survival. In recent years, the development of second-tier home lighting brands such as Autran, Jonson, Guanhua, and Hao Hao has been impressive and has become the leader in the second-tier.

Brand Precipitation: Second-line Brands Take a Long Time to Rise

For the current home lighting brand and first-line brand differences are larger, the overall development of the second-line brand phenomenon is slow, Hao Hao Lighting vice president of marketing believes that this and second-line brand development time. The rise of the brand is a longer process. It requires enterprises to gradually precipitate in the product, market, and marketing. The second-tier brands are almost all private enterprises. The development time is not long. The accumulation of enterprises and resources are insufficient, resulting in the current second-line. Brand development is not fast. Hao Xilong believes that the status quo of the current home lighting market is not the final decision, second-tier brands also need to withstand the test of time.

Creating differentiation: Breakthrough in the homogenous era

What is the difference between your product and other brands? In recent years, homogenization has become a major problem for home lighting companies. After many years of development, home lighting products have basically taken shape, and the space for product breakthrough is relatively small. Coupled with the severe plagiarism in the industry, companies lack innovation. In the increasingly fierce competition, the phenomenon of homogenization has become more intense in the industry.

Homogeneity allows companies to lose product differentiation, and inevitably leads to a price war, which is detrimental to the development of companies and industries. How to break the homogeneity predicament? First of all, it is necessary to strengthen the ability of enterprise innovation. Looking at go2map from this year's market, we can also see excellent innovation cases. The industry rookie Kaman Lighting launched the “7080” series this year. It is positioned in the young generation of consumers born in the 70s and 80s and is refreshing in its fresh and stylish product style. In the same way, Midea Lighting has introduced a socket with a USB charging interface that is priced at a hundred dollars or more, and has closely followed new consumer trends and demands. It can be seen that for home lighting companies, product innovation is not without space.

Qiaosen Lighting Xiao Nan believes that when the product differentiation space is getting smaller and smaller, companies need to focus on creating market and marketing differentiation. With the growth of some second-tier brands, Xiao Nan believes that channel sinking is an opportunity for the development of second-tier brands. In the process of sinking channels, it is the only way for the rise of second-tier brands to weaken the authority of provincial-level agents, segment the market, and activate the initiative of the next-tier distributors and distributors.