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Recently, the reporter interviewed Guo Xiu, the managing director of Guangdong Guangbohui Investment Development Co., Ltd., on the phenomenon that the lighting stores have been highlighted in recent years, the difficulties they faced, and the breakthroughs. Guo Xiu answered the reporter's questions in detail. doubt.
The lighting store faces three major dilemmas: At present, what kind of dilemma does the lighting store face?
Guo Xiu: First, rent. At present, most of the stores still choose to invest in the way of renting and selling, and it is rare to implement the privatization system of retail property rights like Guangbohui. Merchants who lack property rights and autonomy not only bear the pressure of high rent, but also bear the risk that the shop is subject to people. Some stores increase rents every year, which not only brings great pressure to the operation of the store, but also affects the relationship between the merchant and the store.
Second, management services. Compared with department stores, furniture, home appliances and other industries, the lighting industry started late, and there are no large-scale chain stores like the Real Home and Red Star Macalline. Among them, the old concept, the backward management mode and the lack of high-end management talents restrict the development of the store. Some lighting store operators hold a mentality of renting out the shop, and invest in advertising and brand building. Insufficient, not competitive. Some companies that have already settled in the store decided to move back to the original street shop. The reason is that the store only collects rents and lacks other supporting and value-added services. With the intensification of competition in recent years, the brand awareness of store operators has gradually strengthened. However, compared with the store management methods of department stores and home appliances, the lighting stores still need to be continuously explored and improved in the management mode.
Third, the construction of hardware facilities. With the rapid development of the lighting industry, one is that the old stores can no longer meet the development of the industry, and the weaknesses of the construction of hardware facilities are exposed, such as obsolete appearance, backward infrastructure, unclear positioning, unscientific spatial layout, etc., but also various The existence of the problem has spawned an emerging professional store to a certain extent. Although the new store temporarily satisfies the requirements of buyers and sellers to a certain extent, the previous planning requires the great wisdom and forward-looking of the founders, and has the control and predictive power for the future lighting industry trend. Therefore, both old and new In the store, there is still a long way to go in the competition for hardware facilities.
Professional stores are actually getting rid of homogenization competition. In the past, most of the lighting stores were dominated by all-inclusive integrated stores. In the past two years, Guangbohui, Kyushu, Luguangcheng and Shangzhaocheng have targeted a certain category of products. There are more and more innovative professional stores, why are these phenomena occurring? How will this phenomenon change?
Guo Xiu: As the competition in the lighting market continues to heat up, the competition in lighting stores is also intensifying, and the content of competition is constantly emerging. If a brand stands out from many competitors, it must abandon homogenization and establish in the industry. The unique thing is to seek differentiation in the end. To make the brand stronger and bigger in the differentiation is a difficult task for enterprises and businesses to seriously think about, start to change and even go all out for a long time. Therefore, whether it is Guangbohui, Jiuzhou City, or Luguang City and Shangzhao City, they are actually getting rid of homogenization competition.
Differentiated competition is not just a market segmentation based on the function of products. As competition continues to intensify, services, marketing, culture and even preferential policies will be the main content of differentiated competition in the future, that is, the differentiation of marketing models. This will be a powerful means for the store to show its charm and enhance its brand.
Differentiation of positioning and marketing operations: How should professional stores differentiate their operations?
Guo Xiu: First, the difference in positioning. We also mentioned in the previous article that abandoning homogenization can stand out from the competition, and positioning is based on a series of market research, business circle structure analysis, and industry trend analysis. Business direction. For example, Guangbohui is positioned as a global lighting trading center. Then we integrate product exhibitions, conferences and exhibitions, e-commerce, R&D testing, intelligent logistics, business office, hotel catering, entertainment shopping, and housing support. Is for this positioning service.
The second is the differentiation in marketing operations. This can be divided into several aspects. First, the design of the store itself is a kind of marketing operation. For example, whether your shop design meets the requirements of the company's lamp accessories, such as whether the height and width of the store are scientific, and the space layout plan of the store. Whether it can effectively stay in the source of the guests and so on. On the other hand, whether the store is anxious about the customer's urgency, and thinking about what the customer thinks, we all know that no matter which industry's store, the most worrying is that the store is cold, the goods are unattended, and even some stores, after renting out the venue, How a merchant operates is a loss or a profit, and it is an attitude that does not matter to oneself.
Therefore, to establish a professional operation team, invest in the necessary advertising, and find ways to attract customers to settle in is a successful marketing operation. In addition, resources can be integrated in different industries. For example, Guangbohui proposes to promote the economy with light tourism. It is a good example to expand potential customers by holding lighting festivals, purchasing festivals and tourism in Guangbohui. Become a bright spot in the development of the LED industry.
Online and offline is not your death or my death. Reporter: There are more and more lighting stores that combine online and offline development and e-commerce. How should the sales of store entities and e-commerce sales compete and develop?
Guo Xiu: Since the rise of e-commerce, many people believe that the traditional retail industry will face unprecedented challenges and even lose their living space. In fact, online and offline is not the survival state of the two who are dead or the one I died. Competition is the future trend. In the end, it is cooperation and competition. With each other's strengths and shortcomings, we are pursuing the overall expansion of market share. For example, user experience-oriented offline online purchasing, no matter what form, to satisfy customers. Under the premise of group demand, online and offline multi-integration can win the future.
Active and passive Qifei reporter: The lighting store goes out (actively go out to cooperate with the production area and merchants) and sit down (sit in business), introduce, what are the pros and cons?
Guo Xiu: Sit down and go out, the essence is the difference between passive and active, sitting and waiting for passenger flow and active guest. Due to the cruelty of market economy competition and the conversion of the seller's market to the buyer's market, traders have become the trend of the times. It is a backward marketing model for the relative traders, and it is quite a kind of waiting for the rabbit. However, this model is not completely unacceptable, because the passive nature of the business determines that they value the brand influence of word-of-mouth and shops. Therefore, they will behave honestly and customer-oriented in their operations. Generally speaking, they are more down-to-earth. A certain level is the Confucian merchants. However, with the constant changes in the business model of the store, there is another meaning in the current business. The store forms strategic cooperation with the procurement resources of designers, dealers and engineering companies to attract more procurement resources to purchase and let the merchants Making money in the business is undoubtedly the highest level of the store. This is also the direction that Guangbohui has been working hard.
The traders are going out with the merchants to find customers with needs. This is a great change in the business model. The introduction of the traders leads a series of changes in management mode and operation mechanism, so that the enterprises have stronger Core competitiveness. However, the company pays attention to strategy and experience. The sales results do not necessarily have an immediate effect, and the company needs a persevering and scientific sales system.
Introduced to learn from others' experience, this can be mutual learning between the same industry, cross-industry, domestic and international, with strong reference and learning meaning, no matter which industry you are in, it is a kind of learning worth promoting. Spirit, but not everything can be cited in a single brain. This requires the eye of the company to find valuable experience for its own development.
Postscript Undoubtedly, LED lighting stores face many difficulties: high rents, outdated concepts, backward management models, lack of innovative awareness and value-added services, lack of leading enterprises, unclear positioning, serious homogenization, too passive, will not go out Wait.
A few years ago, the lighting fixtures store was very beautiful, and many shops were rushing for it. But nowadays, the scenery is no longer the same, but it is trying to achieve full rent. In order to restore the past scenery, LED lighting stores have to work hard to innovate, do value-added services, introduce and go out.