Recently, according to authoritative media reports, in the past five months, the first-tier cities in the country, including Beijing, Shanghai, Tianjin, Nanjing, Hangzhou, Shenzhen, Guangzhou, Wuhan, Chengdu, Chongqing and other cities, commercial housing sales from cattle And the bears, the rivers are down. Compared with the same period of last year, the sales volume of commercial housing decreased by more than 50%, and the worst was Wuhan. The sales volume dropped by 60%. And until now, there is no sign of a bull market in the bear market. There is no market price, and the currency is on the sidelines, which has become the main state of the real estate market in the first half of the first-tier cities.
The lighting industry and the real estate industry are talking about the relationship between hair and skin. If the skin does not exist, the hair will be attached. Although real estate is not the only place for lighting, municipal engineering is also the demand for lighting, but real estate is undoubtedly the main demand side of lighting products, especially lighting products. Therefore, there is no need to explain the dependency relationship. It is not difficult to see that the real estate is caught in a bear market and it is difficult to dial the adverse impact on the lighting industry.
As far as the author is concerned about the lighting market, the signs of decline in lighting sales have already appeared, and there is still a certain gap compared with the same period last year. There are senior dealers in the Beijing market, and the business has become more and more fading in July. Sometimes there are few customers entering the store one day. In the past, during the off-season, everyone has ideas, promotions, or renovations, or Increase the intensity of the development of the sales network, but now everyone is not moving, it seems that they are helpless, this state makes people feel flustered. The dealer is worried: I really don't know how to get past the two months after entering the Olympics.
Of course, Beijing’s business is indifferent because of the restrictions of the Olympic Games, and it may not be obvious that it is affected by the bear market in the real estate market. However, according to the author's colleagues in other offices of this newspaper, it is known that Shanghai, Hangzhou, Chongqing, Chengdu and other first-tier cities have a certain sales decline compared with the same period of last year. Especially in the Chengdu lighting market, compared with the same period last year, the sales of lamps and lanterns decreased by almost 50% (this is mainly due to the earthquake).
According to the general decoration routine, after the owner purchases the house, most of the renovation time will be pushed back for half a year or more, and the lighting is at the last end of the house decoration. Therefore, the adverse impact of the real estate bear market on the sales of lamps in the first five months of this year It should not be presented in large numbers. If the current decline in lighting sales should be affected by other factors (Olympics, earthquakes, etc.), the real impact is likely to occur in the second half of this year and the first half of next year.
The real estate industry in the first-tier cities is very developed. It has always been a place of great demand for lighting products, and it is also a major town where the majority of lighting companies compete for competition. In the first few months, the first-tier cities encountered a bear market, which will undoubtedly have a significant and far-reaching adverse impact on the lighting industry. The objective conditions have come to this point, how will the vast number of lighting companies respond? Based on the analysis and insights of the industry, the following points are proposed for crisis research.
Option 1: As far as the lighting market in each first-tier city is concerned, it is possible to strengthen the strengths and means of upgrading or standardizing management, and enhance the comprehensive competitiveness of the lighting market, in brand introduction, store image display, pre-sale, sale, and after-sales service. Further improvement in other aspects, to provide consumers with better products and services, to win the favor of consumers, and to open up the gap with other lighting markets in the region, to compete for market share, which for the lighting market to avoid the market, in the face of adversity It is extremely important to achieve survival and development.
Option 2: From the dealer's point of view, the dealers in the first-tier city lighting market, due to storefront rent, staff wages and other costs are relatively high, the pressure will be relatively large. In order to avoid the off-season risks, we can try to find cooperation with brand enterprises with strength, credibility and long-term development vision, so that when the market colds come, we can win the support of enterprises and tide over the difficulties.
Option 3: For some lighting companies that are weak in strength and want to increase their support for businesses and enter the first-tier cities, can we consider delaying the entry time? In this extraordinary period, first go to the second-tier cities to attack the city, and when the conditions are ripe, re-round the dream of a place in the first-tier cities?
Option 4: For some of the original accumulations that have already realized the funds, and feel that the big dealers who are unwilling to pay in the first-tier cities can consider the secondary cities to compete for the market, and the comprehensive big stores to embezzle the small fish in the second-tier cities. It is a favorable move. Maybe it will be eclipsed in the first-line market. Will it be dazzling in the second-tier market?
Option 5: Enterprises that have already entered the first-tier market have fully played an active leading role and adopted extraordinary countermeasures in an extraordinary period. In terms of product structure, marketing means, price strategy, etc., according to the current situation of the market, the corresponding adjustment and optimization, increase the market competitiveness of its own products and brands, meet the difficulties, become a hero of adversity, and adverse environment may provide a favorable opportunity.
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