The influence of the electrician brand lighting industry is getting weaker and weaker


In the early and mid-1980s, the first generation of switches entered the domestic market under the leadership of the production enterprise Hangzhou Hongyan. In the past 20 years, the electrical industry has emerged from Australia's Qisheng, Matsushita Electric, Matsumoto Electric, TCL International Electric, Simon, Langen, Tianji, Manco, Futian and other well-known brands at home and abroad. Although the electrician brand is constantly emerging, the market has always had the saying that “the electrical industry follows the development of the lighting industry”. So, how many of the most competitive dealers are these well-known brands currently in the national primary market? How many more really do brand monopoly?
According to the data analysis of the special plan "Channel Power" of the 254th issue of this newspaper, the survey of the most competitive dealers of the famous brands in the national first-tier market in 2007 shows that among the top 55 well-known brands, only Langeng, Seven brands including Panasonic and Simon were selected, among which Lang was able to enter the top ten. Among the 911 primary market distributors surveyed, only 86 dealers have agent electrician brands, of which only 11 are brand-owned or established. It can be seen that the overall market influence of the electrician brand has become weaker and weaker in the current development of the lighting and lighting industry.

According to Wu Jie, manager of the brand department of Manco Electric, although it takes a lot of cost to open the mold for electrician products, it is not easy to start the brand. However, with the recent years, Manco has set off the “China Manco? China Expectations” propaganda. After the establishment of the electrician branch and the introduction of the Martin Electric series by Huatai, this year the electrician industry will have a relatively large development.

However, from the current market reaction, it seems that the shadow of integrated sales of electricians and lighting or lighting in channels seems to be more common. For example, Jinan Judilong Business Co., Ltd. operates both TNC switches and Shifu. Perhaps the integration of channels makes the channel dealers' product lines more and more abundant, providing a one-stop sales service system, which can more effectively drive the sales increase.

However, the integration of channels and the overall entry of lighting brands into the electrical industry... This series of subjective and objective integration will further increase the pressure on professional branding and product innovation of electrical brands. At the same time, the diversification of lighting lighting brand management will also promote professional electrician brands into the lighting industry, such as SOK to develop ceiling lamps, and Manco to launch the lamp panel series.

This interpenetrating channel integration model, although there is no case or expert argument to explain its advantages and disadvantages, but from the perspective of holistic analysis, this kind of competition is only a transition of lower-level competition. It has not risen to the height of industrial upgrading at all. Moreover, in the case of serious product homogenization, almost zero innovation, and rising raw material prices, the cost of the enterprise has been intensified, and a perfect channel combination is difficult to form in the next three years. Has a unique competitive edge.

Therefore, for professional electrician brands, entering the lighting industry is only accumulating some basic resources. At present, it can be said that it does not have the power to compete with the existing lighting brands. Therefore, it should be sought in mode and marketing. New ideas, don't just copy or imitate them, can only become followers of the market, lose their self, and even the original brand resource base may be deprived by competitors. Therefore, only innovation, innovation models and innovative marketing can drive the industrial health upgrade and the company to enter a healthy and sustainable development.

It is hoped that the 254th "Channel Power" will attract all professional electrician brands to pay attention to, better think about and find the future development of the electrical industry, and let the development of the electrical industry become a follower.


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