For a long time, “brand=quality†is a concept commonly held by mass consumers. However, when brand products frequently have quality problems, has the value of consumers changed in the days when household lamps have become “fast-moving products�
Nowadays, more and more consumers are beginning to realize the importance of light sources. When choosing a light source, they will often give priority to well-known brands with higher quality, energy saving and environmental protection, and after-sales protection. However, the reporter recently learned that, in contrast to the consumption of light sources, consumers often pay more attention to the product design style, price and other factors when purchasing various household lamps. The brand awareness is not too cold. ".
Market observation>>>
Popular simplicity
The reporter visited the light source and lighting sales area of ​​the supermarket. During the visit, the reporter saw that consumers are interested in purchasing Philips, Osram, Panasonic, NVC, Opp and other factors when considering various light sources such as energy saving, quality assurance and high cost performance. Higher brands; however, when choosing lamps and lighting, they pay more attention to design and cost performance, so they are less willing to choose higher-priced brand lighting products.
In the lighting city visit, the reporter saw that whether it is ceiling lamps, chandeliers, wall lamps, table lamps, floor lamps, products with simple design can often attract more consumers' attention. According to the relevant staff of the Philips lighting store, the sales of various light sources in the store are very optimistic, but the market feedback of many new wall lights, ceiling lamps, table lamps, etc., this year is more indifferent than in previous years. “Many consumers just buy a light bulb and are not willing to buy a complete set of lamps.â€
A lighting store specializes in modern fashion lighting products. According to the relevant person in charge of the store, the consumer groups in the 80s now pay more attention to the fashion of household lamps. “Young customers have higher requirements for interior decoration, and the frequency of lamp replacement is also more. High, for them, the luminaire is far from being used as a tool for lighting, but more like a piece of art at home. According to reports, most of the store's simple and stylish lighting products have higher consumption. Recognition.
Industry Analysis>>>
Brand transformation "fast fashion"
With the continuous upgrading of household lamps, the gradual transformation of “quick-fast productsâ€, and the frequent occurrence of quality problems in brand products, the design style and price of lamps have a more powerful influence on consumer behavior. According to the survey data, among the various design styles of lighting products, the most popular types of consumers are: simple and practical 59.62%, fashion popular 39.90%, simple and elegant 25%, national style 19.71%, European and American style 17.19%. It can be seen that the lighting products based on simplicity and fashionism are more likely to win the recognition of the mass consumers.
“Volkswagen consumers love high-priced and low-priced lamps, and the high price positioning of big brands often makes many people hopeless.†On September 3, the manager of the Australian-American lighting store, Mr. Park Xin, accepted this reporter. According to the interview, the demand for “high-quality and low-priced†lamps by mass consumers has exploded. “There are not many lamps and lanterns that can be made at a high price and low price in the market. For ordinary consumers, they are either brand products. High prices can't afford, or low prices but no quality guarantees, so it's easy to get rid of those that have both stylish design and quality assurance. According to reports, with the changes in consumer demand, major brands have also made efforts "High-quality low-cost" lighting products, the industry has set off a "fast fashion" revolutionary new wind.
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