[Editor's note] Brand, the term is not common in the Chinese furniture industry more than a decade ago, but now it is the object of home furnishing. Many home furnishing companies have achieved success today after they have created a brand. Of course, it cannot be said that the home industry is no longer lacking in brands. At least for the time being, the brand building of the lighting industry is very backward. Some insiders have boldly estimated that China's lighting industry is at least 5 years behind!
China was once considered the home of the world's lamps. However, we rarely have the appearance of lighting brand companies, and even the high-end market is almost monopolized by international imports. In the face of such a dilemma, where should China's lighting companies go? In the end, what is the bottleneck that plagues the development of China's lighting industry? These problems are naked in front of China's lighting companies, and they are thought-provoking.
Domestic lighting brand building lacks low visibility
On June 12th, the iconic brand of China's industry was announced. Many well-known brands in home furnishing companies are on the list, such as: European cabinets, Dongpeng ceramics, China Resources Paint, and Shengxiang flooring. Among them, two companies in the lighting industry are also on the list: FSL and Symphony. Some people have questioned this: The representative brand of the lighting industry has multiple components in the minds of consumers. If the representative brands are not well known to consumers, does it mean that the construction of China's lighting brand market is serious?
According to the above information, SouFun.com conducted a survey on the brand awareness of lighting fixtures. The results show that the brands of lamps that are well known to consumers are poor, especially domestic brands are not even more famous. It can be seen that compared with the construction of home brands in other industries, the brand building of China's lighting industry is lagging behind, especially in terms of product popularity, it is not recognized by consumers.
Su Hongmei, deputy general manager of Colliers International Lighting Harbor, believes that to strengthen the construction of lighting brands, it is also necessary to help the lighting manufacturers. For example, many home brands are built to play a leading role in home furnishing companies. However, from the current situation, many lighting manufacturers have not realized this.
Zheng Zhanwei, president of the China Brand Research Institute, believes that China’s global influence will come more from Chinese companies in the next 10 years. We must create a good brand innovation atmosphere in the whole society, so that more Chinese companies have better performance in brand building.
Lighting market management chaos foreign brands occupy high-end market
The editor visited a number of home and lighting stores in Beijing. I saw many domestic lamps and lanterns in the packaging process. Among them, a considerable number of products are more ambiguous, and even the situation of deceiving consumers is not uncommon. For example, a crystal lamp with a high price is made of artificial glass or acrylic material; some lamps are expensive, but they are sold at 60%, 40% or even 1%. All of the above situations have seriously disrupted the consumption order of the lighting market, causing harm to consumers' rights and interests, and vice versa, to the benign development of the lighting industry.
According to a senior person in the lighting industry, there are many workshop-style lighting companies in China that have strong production capacity, and their design and quality also have certain characteristics and guarantees. However, due to low profits and difficult brand creation in the domestic market, they are all in a hurry. Choose to invest in the international market, and then degenerate into the fate of OEM exports. Many of the lighting products have been re-entered into the domestic market after being awarded international brand names overseas, and their value has not only increased several times.
As Zheng Xueqin, director of the China Brand Research Institute, once pointed out: Many people think that China is a huge processing factory, and what we have to do is to promote China's brand building, so that enterprises can set a benchmark in the same industry and play an exemplary role in the industry. Develop a better and higher level and create more Chinese brands.
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