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Hainan LED lighting market research: business brand awareness needs to be improved
Recently, the author learned from visiting the Hainan market that the entire Hainan market is oriented towards low-end products, and the overall brand awareness is relatively poor. The author walked in the market, and the brands found were basically NVC, Op, and Sanxiong Aurora, and rarely saw other brands. Market comparison of low-end products and branded products Recently, the author learned from visiting the Hainan market that the entire Hainan market is oriented towards low-end products, and the overall brand awareness is relatively poor. The author walked in the market, and the brands found were basically NVC, Op, and Sanxiong Aurora, and rarely saw other brands. According to the author's understanding, the Hainan market is different from the inland market, which has a lot to do with the local environment. The Hainan market is relatively closed, and the pace of life is relatively slow. Hainan locals are lazy in doing business, and mainland businessmen are more active, which leads to a more serious polarization in the market. The brand awareness of Hainan lighting dealers is relatively poor. Many merchants have been doing miscellaneous and cheap products since the beginning of the lighting. The entire market has formed a culture of doing low-end products. Over time, everyone will form a sense that they will only sell cheap products, which will lead to a low-end market. Not only did the merchants not make any money, but they became more and more tired. This shows a problem: low-end products, low profits, poor quality, as long as the product has problems, the probability of after-sales is high, the probability of losing money is high. On the contrary, the dealers who make the brand are relatively better. Although the prices of the products are relatively high, the after-sales work is relatively small, the profits are relatively high, the manufacturers' support policies are relatively large, and most consumers still recognize the brands. Therefore, insisting on taking the brand route merchants will be better and better, and the market will eventually undergo a new round of reshuffle. Merchant brand awareness needs to be improved Hainan as an international tourist island, China's largest special economic zone, has great potential for development. In recent years, many commercial giants have come to invest, so Hainan's real estate has been very hot in the past two years. Because the market is relatively small, Hainan's lighting market has not been paid attention to, and the market is relatively closed. Many manufacturers choose to enter the Hainan market in the end. Therefore, many Hainan dealers have taken the initiative to go to Zhongshan, Guangdong to find the brand. Hainan's lighting market is very scattered. There are 5 to 6 lighting markets in Haikou alone, but they are not professional lighting markets. Among them, there are very few brand dealers, and lanterns and modern lamps are basically occupied by more than half of the market. Except for Dongming Minghao Lighting, Dynasty Lighting, Jinfeng Lighting, Haiwei Lighting and Feiyue Lighting, it is rare. Go to a branded image store. The author analyzes the reasons: First, many manufacturers do not pay much attention to the Hainan market, so there is no focus. Second, many dealers do not cooperate with manufacturers to develop the market. Third, the local market dealers have poor brand awareness and are not interested in products with slightly higher prices. According to the blue manager of Otlan Hainan Regional Manager, Otlan Lighting mainly does the overall home lighting, the reason for the good development in Hainan, the most important is the service; the second is the marketing model, in order to put a brand in a market In the first place, the salesman should be familiar with the local market and customs, and then help the dealer to solve the problem and slowly guide the brand concept to the dealer. This is a protracted war. It takes time for the brand to take root in the market. The manufacturers must be bundled with the merchants and combined into a community of interests. The two can develop better.