LED lighting store how to break the bureau

Recently, the reporter interviewed Guo Xiu, the managing director of Guangdong Guangbohui Investment Development Co., Ltd. on issues such as the prominent phenomenon of lighting fixtures in recent years, the difficulties and the difficulties encountered, and Guo Shuoxu’s answers to the following questions. doubt.

Lighting store faces three major difficulties

Reporter: At present, what kind of predicament is the lighting fixtures facing?

Guo Xiu: First, rent. At present, most of the stores still choose to use the method of renting and selling for investment. There are few stores that implement the system of “privatization of property rights in shops” like Guangbohui. Lack of property ownership autonomy not only bears the pressure of high rents, but also bears the risk of berths being controlled by people. Some stores increase their rents year after year, which not only brings tremendous pressure on the operation of stores, but also affects the relationship between businesses and stores.

Second, management services. Compared with department stores, furniture, home appliances and other industries, the lighting industry started relatively late. At present, there are no large-scale chain stores like Home House and Red Star Macalline. Among them, outdated concepts, backward management models, and lack of high-level management talents have constrained the development of the stores. Some lighting store operators hold a mentality of renting out the shops and invest in advertising and branding. Insufficient, competitive awareness is not strong. Some companies that have already settled in the stores have decided to move back to the original shop on the street. The reason for this is that the stores only collect rent, and they lack other matching and value-added services. With the intensification of competition in recent years, the brand awareness of the store operators has gradually increased, but compared to the store management methods of standard systems such as department stores and home appliances, lighting stores need to continue to explore and improve management models.

Third, the construction of hardware facilities. With the rapid development of the lighting industry, one is that the old stores can no longer meet the development of the industry, and the weaknesses of the hardware facilities construction are exposed. For example, the appearance is outdated, the infrastructure is backward, the positioning is not clear, the space layout is not scientific, etc., but it is also various The existence of the problem has given rise to emerging professional stores to some extent. Although the new store temporarily satisfies the requirements of buyers and sellers to a certain extent, the preliminary planning requires the wisdom and forward-looking of the creator. It has control and predictive power for the future development of the lighting industry. Therefore, both new and old. There is still a long way to go in terms of hardware competition in the stores.

Professional stores are virtually free from homogenous competition

Reporter: In the past, lighting stores were mostly dominated by all-inclusive integrated stores. In the past two years, there have been more and more innovative professional stores for a certain category of products, such as Guangbohui, Jiuzhou City, Streetlight City and Shangzhao City. Why? Will the above phenomenon occur and how will this phenomenon change?

Guo Xiu: With the ever-increasing competition in the lighting market, the competition in lighting stores has also intensified, and the content of competition is endless. However, if a brand stands out from many competitors, it has to abandon homogeneity and establish itself in the industry. The uniqueness of things, in the final analysis, is to seek differentiation. To make brands bigger and stronger in differentiation is a daunting task for companies and businesses in the future to seriously think about, change, and even go all out. Therefore, whether it is Guangbohui, Jiuzhou City, or Streetlight City or Shangzhao City, in fact, they are all out of homogenous competition.

Differentiated competition is not just market segmentation according to the function of products. With the intensification of competition, services, marketing, culture and even preferential policies will be the main content of differentiated competition in the market in the future, that is, the differentiation of marketing models. This will be a powerful means for the store to show its charm and enhance its brand.

Differentiate positioning and marketing operations

Reporter: How should a professional store be differentiated?

Guo Xiu: First, the difference in positioning, we also mentioned in the previous article, abandon the homogenization in order to stand out from the competition, and positioning is to go through a series of market research, business district structure analysis, industry trend analysis, etc. Business direction. For example, Guangbohui is positioned as the "Global Lighting Trade Center". We have integrated this function with product display, conference and exhibition, e-commerce, R&D and inspection, smart logistics, business office, hotel and catering, entertainment and shopping, and homestay support. It is all for this position.

The second is differentiation in marketing operations. This can be divided into several aspects. First, the design of the store itself is a kind of marketing operation. For example, whether your bunk design satisfies the requirements of the company's lighting fixtures, such as whether the height and width of the storefront are scientific, and the spatial layout of the store. Whether it can effectively retain the residents and so on. On the other hand, whether the store is “emergency and consider what customers want”, we all know that regardless of which industry's store, the most worried is the popularity of the store is cold, no one cares about the goods, and even some stores, will rent out the venue Afterwards, how merchants operate is to make a loss. It is a matter of their own concern.

Therefore, establishing a professional operating team, investing in the necessary advertising, and trying to recruit the customers for the settled companies is a successful marketing operation. In addition, resources can be integrated in different industries. For example, Guangbohui proposes “light tourism to drive the economy”. It is a good example to develop potential customers by holding lighting festivals, procurement festivals, and tourism at Guangbohui. It will also become a bright spot for the development of the LED industry.

Online and offline is not "I don't die or I die."

Reporter: There are more and more lighting stores that combine online and offline businesses to develop e-commerce. How should physical sales and e-commerce sales of stores be developed together?

Guo Xiu: Since the rise of e-commerce, many people think that the traditional retail industry will face unprecedented challenges and even lose its living space. In fact, online and offline are not the survival conditions of “not your death or I’m dead”. Competition is the future trend. In the final analysis, it is cooperation and competition. With its length and shortcomings, it is more pursuing the overall expansion of market share. For example, online experience based on user experience-oriented online shopping will satisfy customers in whatever form. Group demand is the premise, and the diversity of online and offline integration can win the future.

Active and passive flying

Reporter: What are the pros and cons of lighting stores going out (going out to cooperate with production areas and merchants) and sitting down (sitting business) and introducing them?

Guo Xiu: Sit down and go out. The essence is the difference between passive and active, waiting for passenger flow and taking the initiative. Due to the cruelty of market economy competition and the transformation of the seller’s market into the buyer’s market, commercial banking has become a general trend. Squatters are laggard marketing models in comparison with commercial traders, and are quite conservative. However, this model is not entirely undesirable, because the “passiveness” of the dealers determines that they attach importance to word of mouth and the brand influence of the shops, and therefore they will behave in good faith in dealing with customers and customers, and overall Down-to-earth, the realm reaches a certain level is Confucian business. However, with the continuous changes in the business model of the store, “sit-seller” has another meaning at the moment. The store forms strategic cooperation with purchasing resources such as designers, distributors, and engineering firms to attract more purchasing resources to purchase. It is undoubtedly the highest realm in the market for merchants to make money in the “business”. This is also the direction that Guangbohui has been working hard for.

The business operators, together with the merchants, go out and look for customers with needs. This is a great change in business model. The introduction of commercial trade leads a series of changes in the management model, operating mechanism, and so on, so that enterprises have stronger Core competitiveness. However, it is tactics and experience that businesses pay attention to. Sales results do not necessarily have an immediate effect, and companies need a perseverance and scientific sales system.

"Introduction" has the meaning of learning from other people's experience. This can be a mutual learning between the same industry, cross-industry, domestic, and international. It has strong reference and learning meaning. No matter which industry you live in, it is worth promoting. The spirit of learning, but not all things can be "quoted" one by one, which requires the eye of the company to find valuable experience for their own development.

postscript

Needless to say, LED lighting stores face many difficulties: high rents, outdated concepts, backward management models, lack of innovation awareness and value-added services, lack of leading enterprises, unclear positioning, serious homogeneity, too passive, and will not “go out. Wait.

A few years ago, lighting fixtures were very popular, and many shops were rushing to do so, but now they are basically no longer in sight, but they are trying their best to achieve "full rent." In order to recover to the glory of the past, LED lighting stores have to make great efforts to innovate, do value-added services, "bringing in" and "going out."