LED lighting and lighting store differentiation is the way out
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A few days ago, the first Chinese-style cultural theme store, Guzhen Longquan Lighting City, announced its trial. At present, the new lighting city of the lighting industry continues to rise. The old lighting city is constantly seeking a way out of development. The store is like a fat man who is getting fatter. Many people in the industry have revealed to reporters their concerns about the future development of the store. For the Longquan Lighting City, which is carrying the banner of Chinese culture, the director Cai Meijuan said that the Longquan Lighting City should be used as a carrier to combine the lamp culture with the lighting industry to show the Chinese lighting culture to the whole country and the world. Let the world appreciate the charm of the lamp culture.
It can be seen that in the market where integrated stores are getting together, specialized stores for professional households to be thin will become a trend.
Finding the right direction to create characteristics in the ancient town, the scale of the store is more than a high-end atmosphere, the area is getting bigger and bigger, and the unit of tens of thousands can even be said to be the basic unit of the store construction. At present, the stores in Guzhen are mostly integrated, and there are only a few professional stores: LED Kyushu City, open source lamp matching city and China's street lamp city under construction, telecom business city, and Chinese theme store Longquan Lighting City, which has recently announced trials. .
Later, if you want to make a big splash in many stores, it is not only to lead the new trend of the industry, but also to bring freshness when you taste the same wax, and to walk out of a characteristic road. Zhou Zhijun, deputy general manager of the telecom business city, revealed that the establishment of the Shangzhaocheng project was a long-term market research work. In the full survey data, it was found that there are many integrated stores in the lighting and lighting industry, and the area is also larger than one. The area of ​​Shangzhao City is 12,000 square meters, which seems to have no advantage.
However, Shangzhao City has fostered strengths and circumvented weaknesses. Zhou Zhijun believes that the mainstream of the industry is not necessarily LED. Then, according to the mainstream of the industry, the positioning is determined, and positioning is established to make a store that belongs to LED commercials. At the same time, in the future development, telecom operators will actively participate in various corresponding activities in the industry, such as the Light Expo and the upcoming Guangya Exhibition, and promote the business city to the outside, so that more domestic and foreign merchants know the original. There is a commercial city in the ancient town of Dengdu. At the same time, take the initiative to attack, play their own location advantage to establish a business circle, and form a business circle gathering point with the surrounding stores, enhance the influence, and go out of a different road from the integrated store, this road is called differentiation.
Differentiation is the emergence of outlet stores, and indeed provides consumers with a variety of choices. However, at present, the stores in Guzhen are many and fat, and some insiders have said that they have been tired of the promotion of the store, because most stores are the same, there is no special feature.
Then, in order to be recognized by a professional store of a professional household to be a thin person, it is necessary to form a differentiated operation with a comprehensive store. At present, the LED Kyushu City in the professional store has formed a clear distinction with the comprehensive store in the name. There are many XX lighting squares. The products in the store are also all-inclusive. There are modern lamps, crystal lamps, European lamps, lanterns and LEDs. Lamps of various types, etc., while LED Kyushu City only makes LED products, and more detailed stores have streetlights and telecom companies under construction. These two professional stores further refine the LED products field and market. In essence, this is also the reason and condition for the professional store.
The way out, industry people are constantly pursuing, in the pursuit process also found that some stores rely on huge volume, comprehensive development, the introduction of a variety of service packages, so as to win by scale and strength; and some stores do not count Large, but well-defined, specializing in a market that is more subdivided in the field of lighting. In the stores of the ancient town, some professional stores with unique selling points, supporting services, professional awareness and differentiated competitiveness will win the favor.
The sound of the store is implemented in a uniform price. Actually, Su Hongmei, the general manager of the house, actually has a squatter lighting. The city’s Wuhuan store has officially opened on May 1st. The merchants have a business rate of over 90. The store is positioned at the high end, and the products are mainly high-end lanterns. Home lighting products. Actually, the squatter lighting city north fifth ring store is the second new store after the completion of the squatter Shilihe store. It has a business area of ​​50,000 square meters and follows the business model of the actual squatter Shilihe store. The area is divided into six famous venues, including luxury designer lighting hall, enamel crystal lighting hall, elegant European and American lighting museum, ancient and modern fashion lighting hall, home commercial lighting hall and style home decoration museum. It gathers Morola, Huayi and Qi. Lang, Lei Li and many Other well-known brands at home and abroad.
Actually, unlike other integrated stores, the actual squatter house has a clear-cut business model and helps the settled merchants to establish an online O2O platform. The Lantern brand area and the lighting area are operated by districts. Sales promotion.
Zhou Zhijun, the deputy general manager of the telecom business photo city, has not completed the recruitment work of the telecom merchants. The shop has been successfully completed, and the shops are in short supply. Some merchants have also reserved the shop in advance; the completion of the decoration work has reached 80. Immediately after the trial operation, the settled merchants will welcome a new chapter with a positive attitude and rich and varied products.
LEDs are mostly small and medium-sized enterprises, while Shangzhao City has favorable price, high operability and light burden. There are about 5,070 square meters of shops to meet the needs of LED manufacturers. In addition, Shangzhao City has also established a unique brand operation center, which is mainly to promote the popularity of Shangzhao City and lay an important position in the industry. And the service settled in the merchants, relying on the flexible entry policy and the purpose of creating a professional market, tracking service merchants, changing the relationship between the original store and the merchants to collect renters, the purpose of the business city is not to do the renting, but to Close the distance with the settled merchants, give the merchants care, help the merchants, develop into a relationship of fish and water, rather than stay away. 
