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In recent years, there has been a story in the industry such as the electrician, which has been neglected and lacks effective organization but has broad market prospects. Foreign-funded electrician brands have successively acquired a number of well-known domestic electrician enterprises, and continue to erode the domestic market share; domestic national electrician brands do not show weakness, or forcefully block, or catch up. To this day, in order to break through the limited market capacity and reduce the cost pressure of channel construction, electricians have continuously penetrated into the lighting field. Some lighting companies have been very jealous of the high profits of the electrical industry and have entered the field of electricians. Both of these points reflect the fact that the trend of industry diversification is becoming more and more obvious. The integration of the electrical industry and the lighting industry has also brought confusion to the marketing model. How do electricians and lighting channels work together in a diversified trend? What are the pros and cons of diversification for electricians? With these questions, we walked into space.
Break through the bottleneck and strive for diversity
Reporter: In recent years, Tianji, Langeng, Simon and other electrical and electrical materials companies have entered the field of lighting. Is this because the electrical and electronic materials industry has entered a state of saturation, so electricians must seek new breakthroughs? Do you think this is the strategic thinking of individual companies or the development direction of electric and electrical materials enterprises? why?
Ye Pingdong: The electrician industry has not formed a reshuffle in China. The industry is unlikely to be saturated. What's more, the fierceness of China's real estate economy indicates that the electrician industry is promising in China. However, the non-standardization of the Chinese market, the market products are mixed, and the companies that decide to do the brand will not get a good return in a short period of time. If one category is operated alone, it is impossible to obtain a good quality in one category based on such a large investment in the Chinese market. s return. As an electrical product, due to the limitations of its display and display, there is a certain difficulty in the promotion of the brand, and the display effect in the terminal is not significant. The reason why space is entering the lighting field is the customer's needs. Buying a lamp is going to buy a switch, so the customers of the electrician products and the lighting products are basically the same, and the customer is very satisfied with the quality of the Tianji electrician products in the cooperation with the space base, and requires us to increase the lighting products and lighting products. The 20%-30% monthly sales growth after the market introduction also gave us a lot of confidence. The second is the need for enterprise development. Due to its limited market capacity, the electrical industry is difficult to make up for the cost pressure caused by the construction of huge channels. The electrical industry must take a diversified development route to break through the bottleneck of industry development. From the point of view of the brand's defense, the space-based interventional lighting field is more considering the brand building and the overall market return.
Reporter: Not only electrician companies are actively entering the field of lighting, but the pace of penetration of NVC, Huayi, Oup and other brands into the electrical industry is also accelerating. How do you view the current development trend of electric and electronic materials? How do you view the diversification of the company?
Ye Pingdong: Most lighting companies are marketing companies with high product homogeneity. They also face a difficulty in the field of electrical engineering – monitoring of manufacturing quality. The operation of the electrician requires a long network to operate. Compared with the lighting, the deployment of the market will increase a lot. The number of personnel in the national office of the lighting industry is far lower than that of the electrician. The diversification of electrician and lighting companies can be said to be the trend of the times, because the customer groups are the same, the channel network is similar, and the cost of mutual penetration can be increased, sales capacity can be expanded, sales costs can be reduced, and high efficiency can be achieved at low cost. .
Operating in the appliance mode
Reporter: What are the similarities and differences between the product line, business model and management style of electrician materials and lighting brands? How to use and integrate the original electrical and electronic resources of enterprises after entering the lighting field?
Ye Pingdong: There is no complicated lighting on the product line, and the soft technology is not complicated in lighting. Although the electrician has a design, the design is not as high as the design of the light effect. This is the biggest difference of the product. From the business model, there are also great differences. Electricians generally use regional-level distributors, while lighting is now mostly in the development of logistics operations centers + franchise chains. The network of electricians needs to be done very wide, the penetration of the network should be strong enough to make the enterprise bigger, and the lighting needs to focus on the market radius of consumption. Its business management is more focused on terminal sales and engineering sales.
Reporter: What are the advantages and disadvantages of electric and electrical materials enterprises entering the field of lighting? What risks do you think will be encountered when electric and electrical materials companies enter the lighting field? What adjustments need to be made to avoid risks?
Ye Pingdong: There is not much advantage for electricians to enter the lighting. The focus is not completely consistent from the channel, and the operation mode is different. The concept of operating electrician and lighting are quite different. The demand for lighting varies rapidly, which is different from the electrical industry. Moreover, the service of electricians is different from that of lighting, and the service requirements of lighting are higher. Therefore, I personally feel that electricians enter the field of lighting, and the biggest market risk is whether they can serve customers well.
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