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On September 21st, the high-end real home squatter lighting city will be officially opened. This is the first time that a comprehensive home store has entered the professional lighting field. The industry believes that the current high-end lighting market development is not enough, there are still problems such as price opacity, brand is not prominent, the intervention of a well-serviced hypermarket, or will play a leading role in regulating the market.
The fierce battle in the high-end lighting market Recently, when reporters visited Shilihe Building Materials Street, they found that the Hemeijia Lighting City, which was acquired by the Real Home, has been revamped with the LOGO of the home. The relevant person in charge said that the interior decoration of the store Nearing the end, merchants are also entering the market and will open on September 21.
As the first lighting city project of the Real Home, its ambition to enter the high-end lighting industry is self-evident, and it has also caused widespread concern in the high-end lighting market. In fact, not only the home, but also another store in the home industry, Red Star Macalline, is also very interested in the lighting industry, and some old-fashioned lighting cities, such as Shilihe Lighting City, Wanjia Lighting Lighting Plaza and Colliers International Lighting Harbor It has also been not relaxing for the high-end lighting market.
For ordinary consumers, lighting is indispensable, but mainly to meet functional needs. However, for the high-end people such as villas, in addition to the basic lighting, there are decorative needs, and the need to match the overall style of the room, the lighting consumption can even account for the entire renovation costs. 10. Beijing Qingshang Huanyi Architectural Design Institute Limited Sun Qi, a designer of the company's furnishings art research institute, believes that relatively speaking, the consumption of lamps and lanterns in the market for tooling and villas is larger; while the amount of home decoration is small, but the demand is large.
Tang Yuyu, general manager of Baililang Home Furnishing Co., Ltd. also said that in the past, high-end lighting was mostly used in some public places. When ordinary consumers buy lights, they often look at quality and then look at design, aesthetics and other factors, but in recent years, the proportion of consumption The mass consumer market is on the rise and the future will certainly be larger than the market in public places. Milan Impression Beijing company general manager Kong Liangbin also said that although the company's lighting products are positioned at the high end, but home improvement consumers accounted for 80, is the main consumer of consumption.
The lighting market has great potential In recent years, due to factors such as the regulation of the property market, the demand for the lighting market is not strong, but compared with household products such as furniture and building materials, because the consumption of individual products is small and the update is fast, the influence of lighting is relatively small. Li Yongfen, general manager of Beijing Xima Group, told reporters that the lack of demand has also accelerated the survival of the fittest in the industry. Consumers' pursuit of living standards and home aesthetics has been improving, and the high-end lighting market is still very worth looking forward to.
There are not a few people who are optimistic about the broad development space in the lighting market. Su Hongmei, the general manager of the actual house squatter lighting city, believes that although the lamps are small, every family and every space needs lights, and the number of lamps may be more than the furniture. Tang Yuyu also believes that in the past, the lighting market was a seemingly reasonable and disorderly market. The professional stores developed on the basis of the pan-building market also provided a better platform for manufacturers.
Chen Yansheng, vice chairman and secretary general of China Lighting Association, believes that leading companies such as Home Furnishings are involved in the lighting industry, which is conducive to the sharing of internal service systems.
The integrated store enters the high-end lighting market, or will play a leading role in regulating the market. The market situation is low. The discount is normal. From September 5th to 6th, the reporter visited a lighting exhibition center located in the North Fifth Ring Road and a lamp located in Shilihe. Mall boutique. As a mid-to-high end store, neither of them has classified the brand of lamps in the layout. Classical lamps, modern lamps and crystal lamps are mixed together. The reporter found that many of the lighting brands in the two stores were sold at a lower discount.
The reporter saw a handwritten 4.5% off on a temporary billboard at the entrance of a store called Ou Yat. According to the sales staff, the audience is currently selling at a discount of 4.5% or less, and some old models are 40% off. For example, a European lamp, the price is 10,000 yuan, but it is only 4,000 yuan after the discount. In another shop with a beautiful lighting, a crystal wall lamp with a price of 7,500 yuan, only 1,500 yuan when asked.
In the Yaming Lighting Store of the Lamp Mall, a collection of more than 1,000 classical lamps, asking for more than 400 prices. According to the salesperson, the lamp is hand-carved in pure solid wood and is currently sold at 40% off. In a store called Jinhui Lighting, the sales staff also said that the store's products were 50% off. When the reporter said that he might bring a friend to buy it in two days, the other party said that if necessary, he can offer a discount of 60% when bringing a friend, and the difference is returned to the reporter.
Interpretation of high-end lighting for specific spaces and people relative to energy-saving lamps, LED lights, high-end lighting, the main difference is reflected in the market positioning. Some crystal lamps or European lamps, at least 1 meter down, even in the store, you need to have a height of more than 3 meters to have a good effect. This type of lighting can only be used in villas or duplex central halls. The average family house is often less than 3 meters high. It is not practical to hang up and not match the room.
In addition, there are some public spaces, such as high-end hotels or clubs, which are used when the project is being renovated. If it is necessary to use it in the home, there are a small number of ceiling lamps with a height of 30-50 cm, which can be used in the living room, bedroom, dining room, etc. of the general family, but because the product itself is relatively small, the display effect is limited.
The reason why the high-end lighting of high-grade lighting is high-end, the important reason is the material and process of the product itself. Chen Yansheng, vice chairman and secretary general of China Lighting Association, said that the glass beads used in crystal lamps are also graded. The best ones are Swarovski crystals, followed by Egyptian crystals, and again domestic crystals or glass.
Crystal lamps are characterized by a large number of parts, and almost every part requires several steps of processing. In addition to the preciousness of the crystal itself, the metal material part of the crystal lamp has to be welded, polished and plated in the production process. These complicated processes may not be recognized at the time of purchase, but in the process of use, if the process is not detailed enough, problems such as deformation and rust may occur.
Emphasis on design and service Due to the changes in the lighting products themselves and the high aesthetic requirements, the design of lighting has become an important reference for consumers to purchase. When interviewing some high-end lighting markets in the current market, the reporter also found that many storefronts provide consumers with simple design changes.
Shen Fenzhen, general manager of Beijing Huangjia Zuolong Lighting Co., Ltd. believes that while selling lighting products, merchants will also introduce some soft-pack design products and give consumers some solutions for indoor soft-packing. In addition, high-end lighting will have more thoughtful and considerate after-sales service on the basis of reasonable price.
According to industry insiders, the current price of high-end lighting products is not very transparent, and the operation in the market is somewhat confusing.
Consumer mystery lacks well-known brands. When it comes to lighting brands, most consumers will think of Panasonic, Philips, etc. However, most of these brands were originally made of electrical products. Consumers know very little about brands such as crystal lamps and classical lamps that are redesigned, crafted, and innovative in style and shape. Even Swarovski's lamps, consumers are more likely to think of a crystal brand, not a professional lighting brand. Therefore, when consumers choose lighting products, they are not directly looking for brand products. Instead, they must first look at which lamp displays the beautiful style, and then look at the price to decide whether to buy.
The price is not transparent. Because the shape of the lighting products is different, it is not so easy for consumers to shop around. The high-end consumer groups are more concerned with the design and aesthetic requirements of such products, and are not sensitive to the price of the products. Therefore, the price of such products is not transparent. In the market, there are often one-fold and two-fold phenomena such as jumping prices and selling prices. Su Hongmei, the general manager of the actual house squatter lighting city, said that the lighting industry is still relatively chaotic because of the low threshold. Although most of the lighting companies are sold to a dealer in a store, there may be a price of one store.
Chang Yi, secretary-general of the Beijing Lighting Association, believes that according to the situation of Beijing consumers, high-end lighting is only for the niche market. The lighting used in ordinary households is still a simple type of ceiling lamp, etc., in addition to some table lamps and floor lamps. Although high-end lighting also includes chic floor lamps and table lamps, these lamps are often not in the main light in one space. After a space is in a certain style of individual lighting, there is no corresponding soft clothing or other similar style of furniture products, it is difficult to reflect the original effect of the product.
The high-end voice in the industry must be worthy of the name. Chang Yi, Secretary-General of Beijing Lighting Association, I suggest that enterprises should cultivate more internal strength and improve their professional quality and technical quality. The lighting store is positioned at the high end, and there is a demand for the development of the enterprise itself, but since it claims to be high-end, it must be worthy of its name. For example, the crystal lamp, the crystal used must be true, and it can withstand the test, all products should be quality, environmental protection, and meet the green lighting conditions. On this basis, we will strive to achieve clear prices and comprehensive services. We have the credibility and integrity of high-end enterprises, so that consumers can feel the high-end.
The store has to control the price of Su Hongmei. The general manager of the house is called the high-end lighting store. The most important thing is the brand. The homes of the squatter lighting house are all top-level brands at home and abroad, such as Jinda. Weishahua, Baohui. The top domestic brands such as Olenis and Isabel, as well as the Italian brands Morola, Kitini, AK Crystal, ITALAMP, Austria's Swarovski, etc., these brands are not found in all the stores in Beijing.
In addition, in line with the attitude of being responsible for the brand and responsible for the consumer, the platform's service must be in place, and the unified cash register will be implemented at the beginning of the store opening. Even if the actual price is not implemented, the price will be controlled, and it is not allowed to sell both the 20% and the 30%, and the price will be in the direction of the price. Moreover, the biggest difference from the high-end stores in the past is that the lamps are classified by floor, and the crystal lamps and European lamps are clear at a glance, which is more convenient for consumers to choose. 
A soot blower is a system for removing the soot that is deposited on the furnace tube of a boiler during Combustion. Various types of soot blowers such a wall blowers, long retractable blowers and air heater blowers are used for cleaning.