In the past year, the lighting companies have accompanied the painful and happy rhythm, and achieved a contrarian growth in the depressed home industry. The lighting retail terminal has made a great contribution to this, including the lighting retail terminal represented by Shilihe Lighting City. The best results in the store. More than halfway through 2014, in the face of the changing market environment and the change of consumption concept, the retail terminal of lighting can drive the sales performance of the company to achieve contrarian growth. The author will lead you to take the Shilihe Lighting City as a model from the market environment. The trend of consumption upgrade, channel change, and service concept change is analyzed and discussed.
Enriching and perfecting the Shilihe Lighting City, which has been in the forefront of the industry for more than a decade, is like a bazaar. I believe that consumers who bought lighting in that era must be impressed. As the first professional lighting market in Beijing, it will be lighting. The history of the city was left in the memories of that era. Today, fourteen years later, large and small lighting stores opened and closed, and Shilihe Lighting City still stands at the forefront of the industry and has become the helm of the industry.
Satisfying the status quo, stopping is a common problem for many operators. Shilihe Lighting City has been constantly enriching its feathers in these fourteen years, enriching its own strength, once a year, small upgrades, two years of great progress. The five-year strategic adjustment is always following the changes in the market and consumption, upgrading from hardware, management, and service, and constantly adjusting its direction. Like an aircraft carrier sailing on the sea, constantly adjusting the course to the other side. Today, Shilihe Lighting City has a business area of ​​more than 100,000 square meters and complete supporting facilities. It has more than 500 flagship stores and tens of thousands of lighting products to choose from. It covers two buildings, Block A and Home Lighting Plaza, and lamp MALL. The boutique, the engineering light building, the brand's total generation and wholesale area, the stage lighting area, five product areas, more than ten years of rich and perfect achievements of today's Beijing lighting aircraft carrier.
The battle of channels, ahead of development and win the first opportunity in 2011 can be described as the first year of e-commerce for home products, facing the incentive competition, tending to sluggish consumption, the traditional channel is not satisfied with the expansion of household products, e-commerce has entered the home furnishing enterprises In the strategic development, the e-commerce era of household products began. And lighting products companies, stores, still continue offline sales, the traditional marketing model of personnel public relations, e-commerce is somewhat out of reach, and the changes in consumer trends have forced these companies to fundamentally change the channel expansion e-commerce Calling for it.
E-commerce is not smooth in lighting stores. Due to the special nature of lighting products, consumers seem to be more willing to buy offline entities. Therefore, many stores do not focus on the development of e-commerce, but this is not the case. Shilihe Lighting City has conducted professional research. Consumers have uncertainties in the purchase of lamps and lanterns. It is accurate to say what to buy and what to buy, but this process brings a lot of time cost to customers. And opportunity costs. Based on market development, brand promotion and long-term interests of customers, Shilihe Lighting City has set up a professional e-commerce department and plans to set up an electronic mall. In the future, consumers can choose different ways to purchase lighting products, that is, consumers can watch online. Buy offline, you can also look offline, buy online, and achieve online and offline sales mode, so that consumers can purchase more lights to facilitate delivery. In the future, the sales method of Shilihe Lighting City will be more diversified.
Service is supreme, gathering customers Since 2000, Shilihe Lighting City has always been the first choice for customers to purchase lighting. After 14 years of experience and honing, today’s Shilihe Lighting City has branded China’s finest lighting in the hearts of consumers. The city's strong imprint, professional, complete, affordable, quality service, etc. are the labels of Shilihe Lighting City. From the beginning, Shilihe Lighting People deeply realized that only the best service, the most professional store, and the most complete lighting products can give consumers a better choice. For more than ten years, Shilihe Lighting City has never interrupted this. belief.
In addition to the high-quality services of affordable price, complete categories and well-known brands, the seven value-added services of Shilihe Lighting City are also unique in the Beijing lighting store, value-added service 1, 40 days returnable system; 2, first pay system; 3 , free Russian translation system; 4, the quality of goods is fully responsible; 5, delivery installation on time 6, green products 7, shopping free parking and other value-added services, these have created a good, comfortable shopping environment for consumers .
Nowadays, the shift from selling products to selling services has become a common understanding of many lighting companies. In today's lighting industry with individualization as the mainstream, from the choice of samples to styles, to product wattages, installation and distribution, etc., all are linked to market services, and the advantages and disadvantages of these services are the most for lighting brands. The direct impact also has a profound impact on the concept of consumers. Channel transformation and upgrading of quality services will be the new vane to lead the industry.
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