Lighting companies gradually move towards brand concentration
The first round of reshuffle in the lighting industry has ended and some big brands stand out. However, in a survey recently launched by reporters, most consumers are familiar with home appliance brands and have relatively low awareness of energy-saving lamp brands. The lighting industry seems to have already had a bottleneck in the process of moving towards the branding of the home appliance industry.
If you buy a TV, what brand do you buy? TCL, Hisense, Haier or Skyworth?
If you buy energy-saving lamps, what brand do you buy? NVC, Op, Sanxiong Aurora or Foshan Lighting?
Two seemingly unrelated questions actually hide a lot of mystery. As a sunrise industry in the home furnishing industry, after more than ten years of baptism, the lighting industry is constantly shuffling, from product competition to brand competition, and gradually develops into the current home appliance industry.
The first round of reshuffle in the lighting industry has ended and some big brands stand out. However, in a survey recently launched by reporters, most consumers are familiar with home appliance brands and have relatively low awareness of energy-saving lamp brands.
The lighting industry is moving closer to the home appliance industry model? This is not a good question. Mr. He Rongbiao, President of Johnson Electric Co., Ltd. objectively evaluated this issue. The lighting industry seems to have already had a bottleneck in the process of moving towards the branding of the home appliance industry.
The future of the lighting industry is the future competition of the lighting industry in the home appliance industry will be brand competition. In the next 3-5 years, China's energy-saving lamp market will be concentrated towards development, just like the home appliance industry. Wu Changjiang, president of NVC Lighting, once released such a rhetoric in an interview with SouFun. As Mr. Wu said, the lighting industry, like other home appliances, has a certain inevitability from product competition to brand competition.
Although the lighting industry does not belong to the home appliance industry, it has greater relevance and similarity. From the perspective of its product value and functional application, it is closer to the small household appliance industry. The lighting industry has been similar to the home appliance industry since its inception, because of its product diversity and low industry threshold, there are many brands. After the home appliance industry has been reshuffled through market competition, it has formed a situation in which a few powerful brands control the industry. The lighting industry is also constantly shuffling, gradually developing into the current small household appliance industry, forming a relatively stable and large-scale industry.
Last year, China's lighting industry sales reached 85 billion yuan, with an export value of 4.3 billion US dollars. With the active participation of many powerful enterprises at home and abroad, the Chinese lighting market has become increasingly mature, and the status of large-scale enterprises has been basically consolidated. The competition pattern of China's lighting industry has basically taken shape.
On July 8, NVC's R&D center in Shanghai was officially established. This is an important event before NVC's 10th anniversary celebration. Mr. Wu has always stressed that the lighting industry must be a brand, and must first pass the technology, and then the market. First market after the factory, first strategic post-marketing, this is the guiding ideology of NVC Wu Changjiang in the beginning of the company in 1998.
Mr. Wu’s strategy is successful, and it also tells the two major drawbacks of the current lighting industry: technology and market
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