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Lighting and lighting products will be considered from the perspective of the service target. The importance of both products and services in the minds of consumers will change and gradually dilute the traditional popular names and classifications. The marketing of products will pay more and more attention to related industries and The service nature and consumption characteristics of the pan-industry. This article comes from the internal sharing of the invitation of the Guangdong Optoelectronic Technology Association, Zhang Zhanxing; the exclusive authorized lamp dealers reprinted, the light business entrepreneurs and corporate executives are reading the depth of good text! 15 minutes to take you easy to read the new normal new business The essential changes in the operating environment of the lighting and lighting industry, the development trends and opportunities of the manufacturers and merchants in the lighting industry in the next few years, and the questioning and confusion of the prevailing Internet platform. Speaker: Zhang Zhanxing Zhang Zhanxing majored in optoelectronics technology at the undergraduate level, after graduation Engaged in the lighting industry for ten years. Member of the think tank of the Lights Business Research Institute, a number of corporate market/channel consultants in the industry. After graduating from university, he has worked in the lighting and lighting industry in product design, product manager, project manager, marketing planning, engineering sales, channel promotion, operation management, etc., and has also operated lighting retail stores and lighting engineering companies. . He has worked in many well-known enterprises such as Huayi Lighting, Jinli Electric, NVC Lighting, Schneider Electric, etc. He has rich practical experience in manufacturers and merchants. He has operated multiple corporate brands and operated several key lighting projects. project. Familiar with first-line terminal management, product planning management, public and professional marketing, omni-channel access and system operation management, and have a deep understanding of industry channels and products. Always insist on struggling in this great bright cause - the lighting industry. I. Environmental Analysis I. The essence and mission of the industry: The lighting industry is a special kind of industry. Lighting fixtures, as artificial light environment equipment, are closely related to human society, and their importance does not need to be elaborated. The nature of the lighting industry has not changed and will not change in the long run. From traditional incandescent lamps, gas discharge lamps to the current popular LED lamps, OLEDs, lasers, etc., which may be possible in the future, are just a kind of illuminating technology, and the essence of the industry is light. It is nothing more than functional lighting and stylized decorative lighting, which is the best understanding of the difference between lighting and lighting products. In fact, the mission of the industry is also very clear, recommending the safest, most environmentally friendly, most energy-efficient, most comfortable, most beautiful, and most affordable high-quality artificial light environment for human society. After understanding these, no matter the manufacturer or the business, you will not be confused. You only need to care about how to use the new technology and new promotion methods to provide users with safer, more environmentally friendly, more energy-saving, more comfortable, more beautiful and more affordable. Light service is all right. Technology will confuse you, and light will keep you steadfast. This topic is elaborated on many occasions because there are too many old and new lamp dealers, and it is easy to enter the dead end for the industry understanding. Some people think that the lighting products are too simple, a few screwdrivers can spell out a light; some people think that the industry product line length, technology changes, complex categories, too many styles, less industry qualitative standards, it is difficult to understand products and applications . In fact, although the lighting and lighting industry has entered a low threshold, it has a high threshold and the innovation cost is too high. Second, the industry has undergone substantial changes at any time: We look at environmental changes from various formats that affect the development of the lighting industry. With the rapid development of social economy, the trend of public consumption is diversified and high-quality demand. The lighting industry has long been inseparable from the construction industry. In the related supply chain industry of modern green and healthy construction industry, lighting fixtures have become indispensable. Important equipment. From the perspective of the cross-border correlation factors affecting the application decision of lighting products, in terms of indoor lighting applications, functional lighting corresponds to hard-wearing, and decorative lighting corresponds to soft-packing. For outdoor lighting applications, functional lighting corresponds to municipal electromechanical, and decorative lighting corresponds to garden landscape. From the classification of large industries, these are all attributed to the construction industry, belonging to the architectural decoration (public and home) and municipal public (mechatronics, landscape) of its sub-industries. In essence, LED technology and intelligence are not the core factors that change the operating environment of the industry. LED technology and Internet thinking only accelerate the integration between industry and construction industry. This continuous deepening of the industry and the construction industry has brought about changes in the way the light merchants operate, and has greatly affected the marketing behavior of industry products. Now it has profoundly affected the cities that have done a good job in real estate hardcover and public utilities construction, urban and rural construction regulations, and retailers and engineering-based lighting companies. Based on the imbalance of economic development in various regions, the implementation of policies before and after implementation, the relative lag of the rural market and other factors, although the current wholesale products of light source products and accessories, low-power downlights, ceiling lamps, living room lights, etc. The lamp dealer of the product has not produced much influence, but at the macro level, this will be an inevitable fate. Third, the change of product attributes based on the value of lighting: Lighting products will be considered from the perspective of the service object, the importance of both products and services in the minds of consumers will change, gradually dilute the traditional popular names and classifications, products Market promotion will pay more and more attention to the service nature and consumption characteristics of related industries and pan-industries. At present, lighting equipment applications will be most affected by the functional purpose of the building user (user) and the service value of the space. Nowadays and in the future, the lighting application of lighting fixtures has been closely related to the general construction industry, and the construction industry is most commonly used in civil, commercial and public construction. Lighting products are classified into the lighting, home lighting, commercial lighting, and the quality of the industrial environment, the object and content of the service, the social, commercial, and individual needs of the lighting environment. And four types of engineering lighting. This is very reasonable and well understood. Consumer lighting products are relatively fast in circulation, and the consumer groups are extensive and have no specific labels. In the daily life of the public, the products have a certain universality of replacement. Household lighting consumer groups are mainly individuals, mainly lighting lamps for residential home space environment. Commercial lighting consumer groups are mainly commercial owners, mainly lighting lamps for commercial space environments. The engineering lighting consumer groups are mainly administrative or business decision-makers, mainly lighting lamps for public building environments. When manufacturers and merchants carry out consumer marketing for lighting products, it is necessary to accurately locate the value appeal of products, and fully understand the service attributes of the products you sell, so that you can quickly and accurately match the corresponding customer groups. . Fourth, the status quo of domestic sales omnichannel: The lighting industry has been developing rapidly for nearly 30 years. In recent years, various changes have taken place in the domestic sales channel. At present, various channels affecting the domestic sales of lighting fixtures mainly include real estate industry, commercial chain industry, designer channels, Jian'an channels, professional engineering channels, logistics distribution channels, and e-commerce channels. Real estate industry: At present, most well-known and regional well-known real estate developers usually use brand-name lighting brands, whether residential, commercial or cultural real estate. Among them, the selection rate of the three major brands of Philips, NVC and Opp is more than 10%, and the total usage rate of the three major brands has reached more than 50%. The brand selection of public construction projects is more serious, but it has not been shuffled. No brand has reached more than 35%. Commercial chain industry: The lighting brand selected or designated by the national service franchise chain merchants, in the middle and high-end market, the mainstream commercial brand has a market share of up to 60%. Designer Channel: The designer plays a very important role in the selection of engineering project brands, especially the engineering projects invested by the administrative function supervisors. The designers directly influence the brand selection of the project. The National Main Design Institute has completed the lighting design of about 35% of key projects in the country. Especially in the field of municipal lighting design, the share is as high as 70%. Jian'an Channel: About 60% of the key construction projects in the country are monopolized by the national top 100 architectural decoration companies. The annual production of engineering lamps is over 10 billion. The top 30 well-known chain home improvement companies accounted for 15% of the business volume in the first-tier cities in the country.