First, energy saving promotion
Keywords: energy-saving promotion event: Following 2008, China promoted 62 million high-efficiency energy-saving lamps through financial subsidies, allowing “one yuan energy-saving lamps†to enter thousands of households, breaking the people’s end in “turning off lights and shutting down waterâ€. The traditional concept of energy saving and consumption reduction has expanded the space for the people to participate in energy conservation. In 2009, the central government continued to exert its efforts to subsidize 100 million energy-saving lamps and promote the focus on the rural market. By the end of the year, according to media reports, China is expected to complete 120 million energy-saving lamps this year.
Energy saving, environmental protection and low carbon have always been hot topics in the lighting industry.
Reporter's comment: Energy-saving promotion is a good thing for the benefit of the country and the people. The promotion of energy-saving lamps for two consecutive years is not based on the nearly 200 million energy-saving lamps promoted, but the state actively supports the development of green energy-saving from the policy level. The model makes the concept of energy saving truly rooted in the hearts of the people.
In the early days of the development of energy-saving lamps, there was a lack of market supervision mechanism, and consumers were deeply hurt by inferior energy-saving lamps. Especially in the rural market, the simple rural consumers suffered from the resistance to energy-saving lamps, which is also a major reason for the lack of energy-saving lamps in rural areas. In 2009, the promotion of energy conservation, clear focus on the rural market, and the promotion of high-quality energy-saving lighting products at preferential prices will help to change the consumption awareness of energy-saving lamps in the rural market, thus promoting the popularization of energy-saving lighting products in rural areas.
Second, bid farewell to incandescent lamps Keywords: bid farewell to incandescent lights incident: starting from September 1, the first phase of the EU phased out incandescent ban began to take effect. This marks that merchants in 27 EU countries will no longer purchase 100-watt incandescent lamps. This is only the beginning. According to the EU's timetable, from September 2010 to September 2012, incandescent lamps will gradually withdraw from the city and China has already started the “green lighting†project as early as 13 years ago. Popularization is also gradually progressing. At present, “China has gradually phased out incandescent lamps and accelerated the promotion of energy-saving lamps†has begun bidding. The project pointed out that within three years, China will plan a timetable for the phase-out of incandescent lamps and promote products such as energy-saving lamps and high-efficiency lighting.
Reporter's comment: The incandescent lamp gradually withdrew from the historical stage, announcing that an era of lighting is coming to an end. With the development of green energy-saving lighting technology and the popularity of green energy-saving lighting products, incandescent lamps will eventually be buried under the rolling wheels of history. And what will accompany most people's life, about Edison's story, the memory of incandescent lamps, will gradually bury in the history of the pile of paper, become a tiny footnote for human development.
When reading these news, we lamented the loss of an era, but also can not help but see, in the field of energy-saving lighting, our market environment still has a lot of need to improve. When incandescent lamps are gradually delisted, we only hope that the evolution of history will bring a brighter future for mankind.
Third, the national LED
Keywords: universal LED
Event: In 2009, China's LED Lighting industry showed explosive growth: Ou Pu Lighting, NVC Lighting, Shifu, TCL and other traditional lighting giants have entered the LED field with high-profile; Dalian invested 10 billion to build LED Industrial Park and Zhengzhou to build LED industry Base, Qingdao invested 500 million to build LED industrial park; the Ministry of Science and Technology ten cities Wanhao project launched, by the end of the year, it has spread ten cities into the second phase of "fifty cities and two million baht"... In 2009, it is well deserved "National LED".
Reporter's comment: After the opening ceremony of the 2008 Beijing Olympic Games, LED began to enter the civilian perspective from the lighting professional vocabulary. The Chinese LED industry has expanded rapidly at an unprecedented speed. From the intervention of traditional lighting giants to the construction of industrial bases around the country, there are reasons to remain calm behind the many buzzing phenomena.
Up to now, there is no clear national LED standard in China. At present, only the local standards of Guangdong Province implemented in July this year; on the other hand, there is no big breakthrough in the bottleneck of LED technology, and the high cost has limited the LED products. The scale of the move towards ordinary families. Behind the “National LEDâ€, although we have reason to believe in the bright future of LED, we must also recognize the possibility of a “prosperous bubble†in the industry.
Fourth, the manufacturer contradictions Keywords: Vendor contradictory events: In March 2009, the well-being dealers in the Sohu home lighting channel forum posted a report on the well-off light products have serious quality problems, after the investigation of the reporter found that the exposure content has fraud Suspect; in June 2009, NVC Lighting and its Zhejiang distributor Huace exposed the biggest dealer event of the year, causing hot debate in the industry... In 2009, the contradictions of manufacturers emerged endlessly, making the relationship of manufacturers become a hot topic in 2009.
Reporter's comment: The core of vendor contradiction involves the management of channels and the attribution of channel resources. While establishing channels, manufacturers also shoulder the task of managing channels. Due to resource constraints, manufacturers must allocate some channel resources to distributors during the channel establishment process. Therefore, within the regional market, there are often distributors with large distributors and large distributors. Who should control the distributor resources? Under the current situation that the industrial chain resources are jointly distributed by the manufacturers and channel distributors, there are no clear rules to follow. Under the premise of mutual benefit and mutual benefit, most manufacturers can maintain a good cooperative relationship. The unclear property rights will eventually become the incentive for manufacturers to contradict.
As far as the current industry situation is concerned, the manufacturers have not done to collect all the channel resources, and it is difficult for the merchants to rely on their own independent forces to complete the market expansion. The combination of manufacturers cannot change the status quo. In the distribution of resources in the industrial chain, it is impossible to make absolute clarity. In addition to actively building a good relationship with manufacturers, manufacturers should be more involved in the contract framework. In the contract, the manufacturers clearly define mutual rights and obligations, clarify the relationship of property rights, and let the law be the last way to resolve the contradiction.
V. Cross-border marketing keywords: cross-border marketing events: In 2009, the six major brands in the home furnishing industry - NVC Lighting, Ou Pai Cabinet, Dongpeng Ceramics, Nature Flooring, Red Apple Furniture and Midea Air Conditioning A home furnishing industry "Champion League". The six major brands will "hold the group to warm up" "together, and advance and retreat" to cope with the economic winter.
Reporter's Comments: In the pan-home industry where traditional channel competition and terminal competition have been heated up, how to break through the "Red Sea" and create "Blue Ocean"? The Champion League made an exploratory attempt in 2009. The champion alliance of the leading brands in the six home furnishing industries has created a strong shock wave to the industry.
The significance of the Champions League for the home industry is not limited to the specific case of marketing case, but more importantly, bringing a broader concept of resource integration to the industry. The resulting thinking is whether the lighting industry can integrate marketing with the automotive industry. Can the lighting industry integrate marketing with the fast-moving goods industry? ... The competition among enterprises entering the new century has long been confined to the competition of products itself, but to the integration of resources: integration of funds, integration of productivity, integration of marketing power...
Sixth, celebrity endorsement Keywords: celebrity endorsement events: China's lighting industry in 2009, celebrity endorsements are beginning to become an industry's "collective consciousness": Jinda Lighting signed Huang Xiaoming; Hao Hao lighting renewal Fan Bingbing; Bai Li'an Special signing Jiang Wenli; Meidie Meijia and Fu Yiwei debut at the Light Fair; South Korea's modern lighting signing Miss South Korea Zheng Hao?... Under the shining stars, a "Star Avenue" opened in the industry.
Reporter's comment: The star means spotlight, which means attention. In 2009, China's lighting and lighting industry finally ushered in the first peak of the star celebrity in history. In fact, in the entire business field, celebrity endorsements have been rampant as a marketing act. After the glimpse of the "sweetness" of the celebrity endorsement, the lighting industry, after knowing it, began to concentrate.
When the celebrity endorsements in the industry stir up layers of waves, the current celebrity endorsement strategy of lighting and lighting companies is mainly focused on promoting popularity, channel construction and short-term sales through stars, but also the company has indeed achieved results. However, short-term results do not mean long-term benefits. The company's brand building, product development, channel development and other aspects can not be solved through celebrity endorsements.
Seven, lighting e-era Keywords: e-era event: In September 2009, Philips "fashion home lighting museum" landed Sohu home (home.focus.cn), the international lighting giant for the first time to focus on China with a large netizen The basic home portal. Before Philips, at the end of 2008, the “Home Lighting Design Center†of the national brand Op Lighting has been launched on several home portals including Sohu Home Lighting Channel. Similar propagating positioning, similar content of communication, the lighting giants' intentions are obvious: to cultivate the awareness of lighting products consumption of large online consumer groups.
Reporter's comment: "Weibo, SNS, stealing food, Jia Junpeng, brother is just a legend..." In 2009, the attention of the whole people was filled with these popular words and buzzwords all the time, and the power of the virtual world involved in reality, showing incomparable A tremendous strength. According to the China Internet Research Center, as of June 30 this year, the total number of Chinese Internet users reached 336 million, and Chinese netizens became the world's largest Internet users.
The rapid development of the network has made network marketing a hot spot for enterprises. Compared with the automobile, fast-selling and other industries, China's lighting industry is relatively lagging behind in network marketing, and it is not rich in marketing means. However, in 2009, the intervention of the lighting giants indicates to the industry the possible future direction. At present, the field of network marketing in the lighting industry is still in the initial stage of “staking a horseâ€. In the future, more companies will participate in it, and the future is boundless.
Eight, the CCTV keywords: on the CCTV event: In July 2009, Ou Dier, Pinshang, Guanya three lighting companies will broadcast their ads on CCTV. In China's lighting industry, companies that have experienced CCTV advertising are not uncommon. However, in 2009, when “throttle†became the theme of marketing and management, the CCTVs of the three companies had enough reasons to attract the attention of the industry.
Reporter's Comments: When lighting companies gradually pull out from the pure manufacturing field, the impact of terminals is the most important and most challenging problem they are about to face. The real impact of creating a terminal is not a sweep of lore, but a communication with individual consumers. After crossing the channel stage, this is the only way for lighting companies to develop.
When moving to the mass brand, companies are increasingly recognizing that the so-called brand is beyond the existence of the product, and its value is often the idea and emotion attached to the product. This round of lighting business CCTV fever, for enterprises, is not just a simple promotion; and for the industry, it is not just the market behavior of individual companies, but a real new turn.
IX. Warming Keywords: Warming up event: The data released by the National Bureau of Statistics shows that the cumulative sales value of China's lighting equipment manufacturing industry has increased by 2.61% year-on-year in January-October, and the production and sales rate of lighting equipment has reached 95.35%. 10.34% increase. The production and sales data in October increased significantly, driving the cumulative increase in the first ten months to positive growth, completely restoring the level before the financial turmoil.
Reporter's comment: At the end of 2008, the financial tsunami surged and the real estate market was affected. The crisis continued into the Chinese lighting industry. In the first half of 2009, the Chinese lighting and lighting industry felt a strong chill, the export shrank sharply, and the domestic market did not improve...
After the traditional peak season of gold, nine silver and ten, the market performance has improved slightly, and with the recovery of the real estate market, the lighting industry has begun to pick up. In October, the industry survey of Sohu Home Lighting Channel showed that manufacturers' confidence has generally rebounded. According to the performance of the real estate market in the second half of this year, we have reason to believe that the lighting industry next year is optimistic.
X. Buddha Photo Cold War Osram Keywords: Cold War Event: Foshan Lighting, which did not wait for the injection of LED technology, ushered in a more aggressive competitive offensive by its largest shareholder, OSRAM. In July 2009, OSRAM, the world's second largest supplier of lighting appliances, announced that its expansion plan in Foshan has made substantial progress, and two new plants have been officially put into operation. Soon after, in the annual report of Fo Zhao, it was mentioned that the LED business will be one of the key plans in 2009. The Buddha photo is already looking for overseas partners, and the partner must be willing to provide patented technology.
Reporter's comment: The Buddha's Cold War Osram, although it is the inevitable friction and twists and turns of Chinese enterprises in the process of gradually moving to the world, but in the Chinese lighting industry, in the field of Chinese competition in the context of international competition, such friction and twists and turns The point is that there is still more room for thinking for the latecomers.
With the development of the industry, the gradual integration of Chinese lighting and lighting enterprises into the international competitive environment is an irreversible trend. How to play a more proactive role in this process? How to be in a favorable position in international competition is a problem that later generations need to think about.
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