[Source: "High-tech LED-lighting market" October issue Qiu Zuling]
With the expansion of the major lighting stores in the first-tier cities in the province, and the market share of “cakesâ€, the market capacity has gradually become saturated. As the major LED lighting companies in China have extended their channel depths or adopted differentiated channel layout routes, they began to penetrate the market into county-level cities, and the channel sinking trend is very obvious.
So what is the situation of the lighting market in county-level cities? Is it thriving, or is it a depression? Recently, the "High-tech LED" reporter took the above-mentioned question into the county seat of Chengdu - the county survey.
Market "cake" big
Jixian County is located in the heartland of the western Sichuan Plain. It is located in the northwest suburb of Chengdu, in the east of Jinniu District, in the west of Dujiangyan City, in the north, bordering Pengzhou City and Xindu District, and adjacent to Wenjiang District in the south. It is a region with rapid economic development around Chengdu. one.
In recent years, many well-known enterprises including Foxconn, Lenovo, and Dell have settled in Jixian County. This small county near Chengdu has embarked on the “fast lane†of industrial development.
With the arrival of some large enterprises, the rapid increase in the number of migrants has also accelerated the urbanization process of local towns and villages, thus indirectly driving the demand space of the local lighting market to continue to expand.
At the same time, including the surrounding Shuangliu, Wenjiang, Longquan, Jixian, Jintang, Qingbaijiang and other districts and counties, with the gradual increase in the demand for these secondary lighting market in Chengdu, it also attracted many building materials and lighting businesses into these areas,ç¾¹ "Enjoy the food".
The market still needs to "cultivate"
“Before 2009, there was no unified building materials trading market in Jixian County, only some scattered small shops on the street. After 2009, with the opening of the new Bomei Building Materials City, there were two professional stores and street shops coexisting. This kind of sales model. This is also an important part of the economic development of the county-level cities." Ji Bingpeng, general manager of the new Bomei County shopping mall said.
When the reporters of "High-tech LED" visited the lighting sales outlets of other county-level cities around Chengdu and Chengdu, they learned that the overall pattern of lighting sales in county-level cities can be summarized as follows: small businesses, small storefronts, scattered distribution, and uneven quality of lamps. .
First of all, there are fewer businesses.
The reporter learned from Ji Bingpeng, the general manager of the new Bomei County shopping mall, that there are about 30 lighting sales merchants in Jixian County, including three in the new Bomei Building Materials City – NVC Lighting, Dafeng Lighting and Panasonic Lighting; There are some large and small businesses of more than 20 merchants scattered in the east, west, south and north gates of Jixian.
Second, the store is small.
Ji Bingpeng said: "The new Bomei Building Materials City has more than 500 square meters to be the lighting sales area, which is divided into three lighting businesses that are located in the store. The average size of each household is more than 100 square meters." In addition to the new Bomei shopping mall, the other street shops are common. The area is relatively small, the smallest is only more than 20 square meters, so looking at the overall sales pattern of the county's lamps and lanterns, compared with the provincial market in Chengdu, the problem of small pavement area is common in the lighting sales stores in county-level cities.
Furthermore, the distribution is scattered.
Dafeng Lighting distributor Chen Longquan told reporters that the lack of concentration of lighting sales should be a common phenomenon in many county and township markets. In the case of Nayong County, in addition to the three lighting enterprises in the new Bomei Building Materials City, which form a lighting sales area, the other street-facing shops are scattered in various streets, and there is no scale and cluster effect.
Ji Bingpeng mentioned that although the lighting market in county-level cities is not mature today, it still has a very large development space. In recent years, many channels of professional lighting brands have begun to sink, thus promoting the rapid growth of the county-level urban building materials market. New Bomei entered the county in 2009 and has now become the only large-scale professional building materials market in the region.
Finally, the quality of lamps in county-level cities is uneven.
Due to the non-standardization of the county-level urban building materials industry and the imperfect management system, many merchants selling low-end products are taking advantage of the gap and earning the difference.
With the expansion of the major lighting stores in the first-tier cities in the province, and the market share of “cakesâ€, the market capacity has gradually become saturated. As the major LED lighting companies in China have extended their channel depths or adopted differentiated channel layout routes, they began to penetrate the market into county-level cities, and the channel sinking trend is very obvious.
So what is the situation of the lighting market in county-level cities? Is it thriving, or is it a depression? Recently, the "High-tech LED" reporter took the above-mentioned question into the county seat of Chengdu - the county survey.
Market "cake" big
Jixian County is located in the heartland of the western Sichuan Plain. It is located in the northwest suburb of Chengdu, in the east of Jinniu District, in the west of Dujiangyan City, in the north, bordering Pengzhou City and Xindu District, and adjacent to Wenjiang District in the south. It is a region with rapid economic development around Chengdu. one.
In recent years, many well-known enterprises including Foxconn, Lenovo, and Dell have settled in Jixian County. This small county near Chengdu has embarked on the “fast lane†of industrial development.
With the arrival of some large enterprises, the rapid increase in the number of migrants has also accelerated the urbanization process of local towns and villages, thus indirectly driving the demand space of the local lighting market to continue to expand.
At the same time, including the surrounding Shuangliu, Wenjiang, Longquan, Jixian, Jintang, Qingbaijiang and other districts and counties, with the gradual increase in the demand for these secondary lighting market in Chengdu, it also attracted many building materials and lighting businesses into these areas,ç¾¹ "Enjoy the food".
The market still needs to "cultivate"
“Before 2009, there was no unified building materials trading market in Jixian County, only some scattered small shops on the street. After 2009, with the opening of the new Bomei Building Materials City, there were two professional stores and street shops coexisting. This kind of sales model. This is also an important part of the economic development of the county-level cities." Ji Bingpeng, general manager of the new Bomei County shopping mall said.
When the reporters of "High-tech LED" visited the lighting sales outlets of other county-level cities around Chengdu and Chengdu, they learned that the overall pattern of lighting sales in county-level cities can be summarized as follows: small businesses, small storefronts, scattered distribution, and uneven quality of lamps. .
First of all, there are fewer businesses.
The reporter learned from Ji Bingpeng, the general manager of the new Bomei County shopping mall, that there are about 30 lighting sales merchants in Jixian County, including three in the new Bomei Building Materials City – NVC Lighting, Dafeng Lighting and Panasonic Lighting; There are some large and small businesses of more than 20 merchants scattered in the east, west, south and north gates of Jixian.
Second, the store is small.
Ji Bingpeng said: "The new Bomei Building Materials City has more than 500 square meters to be the lighting sales area, which is divided into three lighting businesses that are located in the store. The average size of each household is more than 100 square meters." In addition to the new Bomei shopping mall, the other street shops are common. The area is relatively small, the smallest is only more than 20 square meters, so looking at the overall sales pattern of the county's lamps and lanterns, compared with the provincial market in Chengdu, the problem of small pavement area is common in the lighting sales stores in county-level cities.
Furthermore, the distribution is scattered.
Dafeng Lighting distributor Chen Longquan told reporters that the lack of concentration of lighting sales should be a common phenomenon in many county and township markets. In the case of Nayong County, in addition to the three lighting enterprises in the new Bomei Building Materials City, which form a lighting sales area, the other street-facing shops are scattered in various streets, and there is no scale and cluster effect.
Ji Bingpeng mentioned that although the lighting market in county-level cities is not mature today, it still has a very large development space. In recent years, many channels of professional lighting brands have begun to sink, thus promoting the rapid growth of the county-level urban building materials market. New Bomei entered the county in 2009 and has now become the only large-scale professional building materials market in the region.
Finally, the quality of lamps in county-level cities is uneven.
Due to the non-standardization of the county-level urban building materials industry and the imperfect management system, many merchants selling low-end products are taking advantage of the gap and earning the difference.
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