“2011 is a turning point in the development of European lamps. It is difficult for a single lighting product to take up the responsibility of revitalizing the industry.†Hu Mianren, chairman of the well-known European-style lamp brand St. Jiali, said in an interview that the European lamp will enter a new starting point in 2011. A new era of branding, display of contextualization, service integration and design of human culture has emerged.
Hu Mianren believes that in 2010, European lamp companies have created a new model of integrated sales of lighting, furniture and accessories. Through the overall home situation display experience, one-stop shopping service has ushered in a new development opportunity. St. Gallen's first in the industry to create this model has taken the lead in itself. In 2011, it will further deepen the model connotation to continue to lead the industry's deep development.
One-stop shopping and home market development direction
Nowadays, the function of the luminaire has not only stayed at the basic level of “making the room brighterâ€. How to make the luminaire create an atmosphere of sentiment has become the focus of today's people. Therefore, after the ordinary lighting, more decorative lights are produced. They not only meet the people's demand for lighting, but also influence and enhance people's aesthetic taste and lifestyle. St. Gallen is a lot of decorative lights. One of the most European and American styles of home.
Obviously, with the increasing frequency of international exchanges and interactions, European and American classical lighting with profound cultural connotations and tastes will become more and more loved by the Chinese people, becoming another strong category after the crystal lamp .
Crystal lamps. Bright and flamboyant, more like the flowers and applause on the Vanity Fair, and the quaint heritage and cultural accumulation of European and American lighting is just a soul chicken soup, which can make the soul return to the quiet and distant after the hustle and bustle, and this is the coming The more modern people are at home and demanding.
Undoubtedly, the inherent qualities of European and American lighting meet this market demand and become a hot spot for lighting merchants in the past few years. However, the overall cultural atmosphere of the home is far from being completed by a lamp and jewelry. Furniture, accessories, and soft furnishings such as curtains and wallpapers are indispensable. However, the idea that consumers continue to buy lighting in A, then go to B to choose furniture, and then go to C to add jewelry, has gradually separated from the market. Consumers are not tossing back and forth. The lighting, furniture and accessories that are bought always have matching defects, and the style is difficult to coordinate, which has become a painful and painstaking task.
Creating an overall home situation display atmosphere to meet consumers' one-stop shopping demand is the main direction of the development of the home market. Throughout the past ten years, the ups and downs of domestic European lighting enterprises, although there is a sense of "flowers are getting more and more glamorous eyes", it is not difficult to find out that most companies only stay on a single lighting product to make a fuss, never fail to catch The new pulse of living in the market, the end result is the increasing decline and decline of a large number of outstanding European-style lamp manufacturing pioneers.
Bold innovation seeks European light development blue ocean
In 2008, the competition for European lamps suddenly increased, and the unsatisfactory export environment led to more intense competition in the domestic market. How to stand out, Hu Mianren believes that the first is to innovate. On the one hand, innovation is reflected in the development, that is, the products should be closer to life and develop more quality products suitable for the domestic market. St. Jiali maintains the development speed of 20 new lamps every month, and quickly opens up with competitors. the distance. On the other hand, innovation is reflected in the sales model. St. Jiali has accelerated the establishment of flagship stores, specialty stores and monopoly areas throughout the country. In the sales network, the two channels of the lighting market and the furniture market are implemented, and the regional protection system is implemented for dealers. However, the most important thing is to cater to the direction of the market and to adapt the inherent mode of operation. This is very important.
On the one hand, the market is experiencing rapid expansion, while on the other hand, the industry model is highly conservative. Obviously, who can take the lead in innovation to cater to the market development direction will undoubtedly take the lead in the huge market Nuggets.
In 2010, it was the opening year of the new era of the European lamp industry. The local brand of European-style lamps, a saint Jialili bold innovation, took the lead in the industry in March of the same year to create the overall European and American home situation display mode, the European and American style of lighting, furniture, jewelry and lamp fans and other soft products The organic combination is unveiled in a specific situational space to create an overall European and American home atmosphere to achieve one-stop shopping service.
Facts have proved that St. Gallen's overall European and American home furnishing model caters to the direction of market development, and soon set off a wave of joining in the country. It is understood that, as of now, St. Jiabaili joined the store in the country has exceeded 50, a single shop area of over 500 square meters over 30, the largest single shop area of nearly 1,000 square meters, the 2010 turnover growth More than 30%. In January 2011, St. Gallen also won the honorary title of “The Most Influential Brand†in the 5th China Lighting and Lighting Industry Annual Billboard.
Obviously, the overall home situation model has opened up new opportunities for the development of European lamps. On the one hand, it has seized the pulse of market development and catered to the trend of market consumption;
It has also solved the problem of profitability of the business very well, from the original single lighting sales to the range of soft products such as furniture and accessories, achieving diversified profits. The merchants' enthusiasm for joining the St. Gallen brand, the industry's recognition of St. Gallen is the best proof.
Who is the main industry pattern?
The success of St. Gallen has greatly spurred the nerves of European-style lighting companies, and has also aroused the industry's amnesty. A new round of market prosperity in European lamps has already begun to take shape. However, the connotation of home situation display experience and one-stop shopping service is not as easy as putting together various products together. The essence of the model is reflected in the matching and integration of styles among various products. Obviously, under the unified mode, the new round of competition in the industry will continue to extend to the core products in addition to the deep grafting of resources in the product portfolio.
Key links such as design and style.
Looking at a group of well-known European-style lamps in China, from the perspective of resource grafting of product portfolios, although Taiwanese enterprises have abundant resources, due to differences in regional culture and marketing concepts, the handling of supplier relationships and supply issues are always Fatal injuries; while a group of companies from the local post can deal with the relationship between manufacturers, but dwarfed in resource grafting, supply has become a huge obstacle. However, St. Gabriel has the advantage of having a joint venture furniture factory and the world's largest jewelry company's Chinese agency rights, which is a prerequisite for its ability to create an overall home model, and its highly concentrated “market economy†is a “friend economyâ€. The concept will undoubtedly bring the relationship marketing to the extreme.
As the core level of the overall home model, the design and development of products and the matching of each other's styles, St. Gallen is particularly focused. It is understood that in 2010, it established a core designer team and hired well-known foreign designers to join. Currently, it has been recognized as one of the most complete brands in China, the fastest in development, and the most harmonious in style. . However, due to the concurrent export processing, Taiwan enterprises also have obvious advantages in the introduction and development of categories. However, it is precisely because of the concurrent export, it is not the energy to be self-sufficient, or it is subject to many processing terms, it is difficult to fully extend the fist. As for other local brands, the so-called original design mostly has a long way to go, in “absorption, digestion and innovationâ€.
In the new "Trilogy, the interest in "absorption" is far higher than innovation.
The market will not remain the same, and the industry landscape has not yet taken shape. As Hu Mianren said in an interview, “A new era of branding, display of contextualization, service integration and design of human culture has emerged, and the overall European and American home furnishing model will be further upgraded and evolved.†Can really laugh at the end, dominate the industry ups and downs, obviously there is still a lot of room for delusion.
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