This article collects the first-line data of the local market through the field, and provides data support for industrial development, enabling enterprises to effectively target the county-level market, develop new products closer to the local consumers, and adjust the market route to truly realize the local market. Soft landing. The following are the data collected through field visits. According to local dealers' reports, market conditions and local economic level, this paper collects first-line data of the local market through the field, and provides data support for industrial development, enabling enterprises to effectively target the prefectures. In the market, consumers in the city are more likely to develop new products and adjust the market route to truly realize the soft landing in the city. The following is a macro data obtained from field surveys, based on local dealers' reports, market conditions, and local economic levels. The well-known lighting wholesale market in the country Linyi Lighting City When it comes to Shandong, it is naturally inseparable from Linyi. Linyi is the largest professional market cluster in the country, with more than 120 professional wholesale markets such as Linyi Small Commodity Wholesale Market, Lunan Furniture City and Linyi Decoration City. At present, Linyi Mall has more than 120 large-scale professional wholesale markets, with 2,094 logistics operators and 18,000 freight vehicles, more than 2,000 routes to and from the country, and more than 2,000 logistics companies. There are 190,000 people who enter the market every day, and the number of people who trade in the market reaches 300,000. The commodity trade is spread to 30 provinces, municipalities and autonomous regions across the country and exported to more than 20 countries and regions. Nowadays, the Shandong lighting market is surely unable to circumvent China's second largest lighting wholesale market, Linyi Lighting City. Linyi Lighting City was founded in 1993. With the rise and development of Linyi Wholesale City, the market has been transformed many times. At present, the area of ​​Linyi Lighting City is 250,000 square meters, and there are more than 80 merchants engaged in LED business. Among them, Dachang, Jinyang, Jiayang, Wanhong, and Mantianxing have the largest sales, ranging from 3 million to 6 million yuan. In 2015, Linyi Lighting City realized a transaction volume of 6.7 billion yuan. At present, with the continuous expansion of Linyi Lighting's influence in various parts of Shandong's northern Jiangsu, many surrounding retail consumers have come to Linyi to choose the lights. Therefore, the high-end lighting manufacturers in Linyi Lighting City are also increasing, and many good lighting brands are stationed, such as gold. Da, Pinyuan, Melody, Osgner, Rollsville, Joe Ben, Flores, Otis, Mingmu family and so on. The second and third-line brand market has huge growth potential. When visiting the market, it was found that big brands in today's township market have better control capabilities for the larger dealers. In the early stage, when the dealership is still weak, in the brand promotion of the regional market, the dealers will use the brand influence of the brand company and the promotion plan provided to open the market. In the process, the brand has played a big role in the dealers. At the same time, this time is the time when dealers have the highest loyalty. Nowadays, when this part of the dealer has a certain influence in the local area, the brand's binding force will be reduced accordingly. There are two main reasons for this. One is due to the pressure of big brand management, and the other is because the price of brand products is transparent. Therefore, many dealers with strong local strength are agents at the same time, so that they can be upgraded in engineering bidding. Advantage. Even some dealers are more willing to choose a second-line brand, and they can get a bigger profit point on the premise of quality assurance. At the same time, many dealers said that today's big brands pay more attention to offline outlets than in the past. At the peak of the channel, some regional managers have no systematic sales guidance for dealers. The only requirement is to purchase goods on time, or even to impose purchase pressure. This is undoubtedly a tight spell for some weak dealers, which is not conducive to the growth of dealers. But in general, the marketing template of big brands combined with their products and comprehensive advantages, for the dealers, the benefits will outweigh the disadvantages. Nowadays, the market environment and consumer awareness give dealers more brand choices. Although the big brands rely on their potential resources and the capital of the listed platform for a long time, the industry status will remain stable, but this kind of The trend also gave the second line and some small brands a good market space. Differences in consumption, culture, etc. are different in product positioning. Since most of the current lighting products are embedded with LED light sources, the price is also affected by the price of LEDs, except for some pure lighting products that do not contain light sources. The price of lighting products has dropped. When consumers choose lamps, the first consideration is product quality and after-sales service. In the field of lighting sales, modern low-voltage lamps, LED aluminum lamps, LED low-voltage lamps, LED citrine lamps are mainly wholesale and retail, which is determined by the positioning of lighting brands and products. In addition, store decoration grades and manufacturers' requirements will also affect the sales model of lighting products. As far as consumers are concerned, consumers in rural and rural markets generally prefer fancy, multi-function lighting styles, and the price is not high, so LED low-voltage lamps have become the main force in the township market. In addition, LED aluminum lamps have become the mainstream of lanterns for consumption in the township market due to their simple installation, easy maintenance and low price. For the middle and high-end consumers, young consumers are mainly modern and European-style lighting, while older and culturally-savvy consumers prefer Chinese-style and new-Chinese lighting products. The level of consumption and the level of education of consumers are determined. The rise of new consumer groups, the investigation of modern light into new potential stocks found that the new Chinese-style lamps in the ancient towns are nowadays there is widespread information lag in the county-level market. There are not many new Chinese-style frequencies appearing in the county-level market. Some dealers I don't even know about the popular lighting accessories this year. In the market, European-style lamps and Chinese-style lamps are the mainstays. The probability of modern popular lamps appearing on the market is relatively small. The comprehensive reason is mainly due to the high requirements of modern lamps for the overall soft-packing of homes, and the traditional style of Chinese home furnishing. The style of the soft dress with modern lights is quite different. Moreover, the group of modern lamps is generally concentrated after 85, and the consumer class of this age has not yet formed the main consumer of the market, so the current popularity of modern popular lights on the market is less. However, with the rise of the new consumer main force, the young people after the 80s and 90s are more forward-thinking, and the concept of consumption, enthusiasm for enjoyment, economy and individuality makes their traditional and soft styles that are serious and serious, not subjective. Passionate. According to the survey, most of the 85-year-old young people are pretending to be in a modern style. In addition, in recent years, influenced by factors such as the slowdown in the country's macroeconomic growth and the sluggish real estate, the modern minimalist style of lighting in first-tier cities has been widely sought after. Coupled with the general pattern of modern commercial housing, the appearance is simple, the architecture is square, the height is short, suitable for the modern home decoration style and the use of modern lamps. In view of the relative lack of modern lighting products on the market, how to effectively develop products and open up the market has become a top priority for modern lighting companies.
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