The year 2020, which was shrouded by the epidemic, has finally come to an end, a year that is etched in the bones of Wuhan’s lighting industry, the post-epidemic era, some people are remembering the dead, some people are looking deeper into human nature, the more realistic issue is the ensuing market development, the real economy where to go from here. 2020 was a difficult ordeal for Wuhan’s lighting market, a large number of stores closed down, factories entered a freeze period. Orders decreased under the epidemic, jobs decreased, workers’ wages decreased, leading to a decrease in consumption power, orders decreased again, and the market fell into a tepid predicament.

Since February 2020, in order to save themselves, the market has opened a live mode with goods, e-commerce platform, live with goods, online training is also the unprecedented degree of fire, these are the labels of 2020, will become the Wuhan lighting industry “in the annals of history” of a.

Lighting market: rent-free, attraction, concentric war epidemic

The epidemic came on rampant, so that the whole industry was caught off guard, starting in March 2020, Wuhan stores have made a response, Han Lai Plaza was the first to introduce a rent waiver policy, followed by the rudder drop mouth market, the Southland Lighting World also announced their own rent waiver policy, the health and safety of merchants under the epidemic is the most concerned about the market, Han Lai Plaza market has not yet officially resumed operation when they began to Backstage work, they sent commissioners to maintain close contact with merchants, asking each merchant’s health situation every day, especially some merchants who returned home from Wuhan, mobilizing merchants to actively cooperate with the local government’s relevant epidemic prevention policies and return safely as soon as possible. There are also many enthusiastic merchants who have actively joined the team of community epidemic prevention volunteers, providing various living services and assistance to the citizens in the epidemic.

In the face of the current situation, although the markets offer certain rent reductions to merchants, the only way to stabilize the market is to increase customer flow and improve merchant sales. Therefore, from the second half of 2020, each market increased the frequency of promotional activities, Hanalei Square almost every month on average to carry out a marketing campaign, but also to encourage merchants to come up with explosive products and hot prices, together through various channels and platforms to accumulate customers and attract traffic, better stabilize the confidence of merchants in business. In addition, the lamps and lanterns market omnichannel attraction is also a very obvious change in 2020, online and offline omnichannel attraction, land, sea, and air to help merchants improve sales. For example, the live broadcast, which is very hot in 2020, is also widely used in the promotion of the market. Live broadcast, a small video, and other new marketing models, direct sales may not necessarily bring considerably, but in the offline stores to attract traffic, expand the influence of the brand can still play a role.

Excluding uncertainties such as the epidemic, major stores also have a different level of understanding of future development, Hanalei Plaza Wang Rongchu, deputy general manager, stressed: “The market needs to have a deep understanding of the current industry situation, to see the essence through the phenomenon, clearly know what the deep-seated reasons behind the difficult appearance, in order to proactively adjust and change. “The store needs to change its thinking quickly from the manager to the service provider, both to serve the merchants in the store, but also to serve consumers. Stores and merchants to become a true community of destiny, together with the concerted efforts to do a good job for the consumer service, so as to form a virtuous cycle, to achieve sustainable development.

Market merchants: self-help, adversarial war, in danger to seize the opportunity

Affected by the epidemic, Wuhan merchants in 2020, the overall loss of merchants in various markets is much greater than the new, after the epidemic, some merchants directly choose to withdraw, there are some merchants with the mentality of trying to support a period of time, but also chose to leave the field or turn to the warehouse business. Of course, there are more brave people bucking the trend, expansion stores or new stores opened a lot, such as Philips Hubei Operations Center after the epidemic, the new store opened officially began operations, Ochs Hubei Operations Center is also in the epidemic after the renovation and opening, in addition to Fu Man Tang, Rays Burkley, Vanke lighting have different degrees of expansion of the store upgrade.

On a national scale, the impact of the 2020 epidemic on the Wuhan market was more obvious: customer flow was significantly reduced and dealer input shrunk. From a deeper level, it accelerated the industry to step into the process of transformation and upgrading, adjustment and reshuffling. In addition, under the influence of policies such as hardcover housing, sales channels are gradually diversified, the store is no longer a single purchase channel, coupled with the changing needs of consumers, they need more one-stop solutions, rather than a single traditional product supply. These have brought considerable challenges to the market, but also stimulate the market to actively and quickly seek transformation.

For future operations, Wuhan stores will also make improvements. Hanalei Plaza will conduct a comprehensive assessment and grading of the existing tenants from 2021 onwards, based on the comprehensive situation of the contribution, loyalty, and activity cooperation of the tenants in the store, as a reference standard for the lease renewal policy, to fully mobilize the linkage enthusiasm of the tenants and the store. In addition, Hanalei Plaza overturns the tradition of a one-year lease contract to encourage the long-term and stable operation of merchants, and will also give policy tilt to merchants who upgrade their store image and products. In addition, the person in charge also said that he would continue to increase support for marketing activities and brand promotion, and actively expand customers and attract traffic.

The epidemic is a disaster and a challenge for the Wuhan lighting market, and it is a retrograde step to go against the current. The epidemic has accelerated the organic integration of stores and merchants’ resources, which is conducive to giving full play to their respective advantages and keeping up with consumer demand, and will definitely explode with great energy in the future.

Market activities: Rays, Oppel, Philips heavy attack

From the perspective of brand performance, the epidemic accelerated the differentiation of the brand, the strength of the brand continues to explode energy, continued to make efforts to consolidate the brand position, there are some brands that can not stand the test gradually fade out of the market, the overall activities of the Wuhan brand in 2020 reduced, but there are several more shocking industry activities.

Rays Lighting were held in April, November, 10,000 people factory purchase activities, each activity harvested more than 1,000 owners tens of thousands of people involved in the activities, orders are also more than 1,000 single, successfully helped dealers deal with the store backlog inventory, and expand the influence of Rays Lighting in Hubei;

Apple Lighting held a 2020 circulation channel new product launch in September, divided into two large sessions, one in Xiangyang and one in Huangshi, with thousands of dealers participating in each session, which enhanced the confidence of dealers and comprehensively improved the brand influence.

Philips Hubei operation center held a new product conference in September, launched a variety of new products in the fall, consolidating the channel stability, harvesting 3.78 million yuan of order results, it is worth mentioning that Philips operation center is officially operated only after the epidemic, the outstanding achievements in 2020, caused a wide range of industry buzz.

Dealer performance: not afraid of difficulties, proactive breakout

In terms of dealer development, the poor environment is a litmus test, which can better test a dealer’s all-round ability. In 2020, there is no shortage of excellent performers in Wuhan, such as Tianhao Meijia, Oppel Home, Raysbury, Suntory, Fu Man Tang, Juihao Lighting, Wuguang Ten-color, etc. They all have different degrees of excellent performance.

Five Light Ten Color Hubei Operations Center Yu Aozhang said that the best category in sales in 2020 is the minimalist modern style, Hubei Operations Center focus on the main wholesale channel, channel sinking steadily, adding more than 20 channel outlets, brand publicity increased live with goods, a small video and other new ways of publicity. Although the direct sales brought by this method is very limited, but in the diversion of offline, increase the influence of the brand has a non-negligible role.

Philips Hubei operation center in 2020 is also very outstanding performance, Philips operation center before the epidemic in preparation, the epidemic delayed the official operation, Wuhan in April 2020 after the unsealing of the formal operation, but in just a few months the channel network growth faster, the distributor acceptance is higher, the operation center in the brand publicity, channel vigorously support the transformation of the terminal stores, promote the transformation of the distributor business ideas, promote and build integrated stores, elite stores, do not do big and full, take the “small but fine, small but beautiful, small but specialized” route.

The performance of Guanhua Lighting in 2020 is also remarkable, the performance growth is obvious, stores and distribution outlets have a breakthrough, currently more than 40 Guanhua stores throughout Hubei Province, distribution outlets more than 100, there are several stores under negotiation to prepare for renovation after the year, in general, Guanhua Lighting because of stable product quality, high-cost performance, very good reputation in prefecture-level cities and county-level cities, coupled with the branch team is very strong, the results in 2020 is quite good, general manager Li Sanyan said, I hope the new year can get more support from the head office, the results to a higher level.

Product category: modern simple, no main light design continues to be sought after

In terms of product categories, modern minimalist style and no main light design are continuously sought after in the Wuhan market, and the heat is higher. The simplistic design of no main light and uniform light is increasingly loved by young people, while no main light design mainly uses downlights, spotlights, magnetic lights, line lights, etc. These categories have naturally become the darlings of market circulation. The market product performance of the better brands are Rays, Oppel, Philips, Song Wei, Hongguang, Woodland, Suntory, Guanhua, Huayi, Ouman, etc…

Wuhan City, Hubei Province, general manager of Bailey lighting Xiang Tao believes that no main light design is undoubtedly the future direction of development in the field of lighting. 2020 epidemic swept the whole of humanity, the lighting industry has collectively experienced a baptism, for the enterprise brand is an opportunity is also a challenge, the epidemic accelerated the metamorphosis of the industry, industry development has stood at the cusp of the storm, the diversified development of channels, the mainstream consumer groups in the continuous Change, the rejuvenation of designers is also changing the consumer channels and lighting product demand, consumers now pay great attention to the shopping environment experience, personalized, intelligent has become the mainstream of development. In recent years, no main light design has become a popular direction, lighting is not only limited to lighting and decoration, but consumer expertise is also getting stronger and stronger, the requirements for lighting are increasingly high, no main light design to meet the aesthetics of young people, to create a personalized atmosphere, is undoubtedly the mainstream direction of future development in the field of lighting.

2021 is a brand new year, and a newborn year for the industry.

We are pleased to see that the majority of manufacturers began to return to the essence of lighting, to the light; consumers also began to pay for light, for professional services. The new era, new rules, new opportunities, from selling lights across to sell light, need to the product, channel, brand for a comprehensive upgrade.

First, the product upgrade. Before consumers focus on the shape, brightness, and price of lamps and lanterns, factories in order to meet consumers, are constantly changing a variety of shapes and styles, and constantly improve the brightness of LED lamp beads and reduce product prices. Product upgrade is to shift from the past to fancy shapes, high brightness, low prices to the full spectrum, high color rendering index, professional light distribution, scene design, and other light values as the leading high-quality product orientation.

Second, the channel upgrade. Since the reform and opening up, China is a seller’s market dominated by the lighting market dealers, tight economy led to no shortage of traffic in any market, dealers as long as the store, open a large store, open more stores will have greater sales, better business. Today has been transformed into a buyer’s market of channel fragmentation, the channel from the past factory to the dealer to sit and wait for consumers at the door, upgrade to the factory to the dealer and then to the designer, home improvement companies, to professional services to obtain services within the radius of the consumer, the author called the “new wholesale”, compared to the previous traditional wholesale channels more hidden, the interests The chain is also longer.

Therefore, the need for companies to have a professional positioning, standardized market control system, sufficient interest support and relatively opaque price system. In this regard, the advantage of the industry leader brand has become a disadvantage, the market belongs to each segment of the professional brand.

Again, the brand upgrade. From the past blindly expand the whole category, trying to meet all consumers’ needs for all products, to positioning services for a specific level of consumer groups, a specific category of products of professional brands, the best to make the brand become synonymous with a subdivision of the product category.

In a word, the brand concentration of through-flow products will become higher and higher, and the industry will no longer have the opportunity to create such a volume of brands as Opple and Rays, professional lighting will become the industry’s new blue ocean, more and more subdivided categories, constantly generating new tracks, more and more hidden channels, and increasingly long benefit distribution chain ……

Today, the “new retail” has fallen to a chicken feather, although there are still people to pay tuition. The “new wholesale” has emerged, focusing on the dealer professional channels, the layout of franchises and training professional lighting designers in the country’s brands have tasted the sweetness.

In the new year, we will adhere to the concept of “the material and the knowledge, keep the right and the new”, in the “line of stability” on the basis of active “innovation”, further focus on resources, enhance the value of services, follow the trend, advocate and service strategic cooperation brands will be “new wholesale” to the end.

We are all messengers of light, always to the light, to the new, to the future!

On January 14, the General Administration of Customs announced the national export key commodity volume value table for December 2020, showing more clearly the overall situation of the LED lighting export market in 2020.

Customs data show that the December 2020 exports of lamps, lighting fixtures, and their parts amounted to 31.99 billion yuan, and the cumulative January-December 2020 national exports of lamps, lighting fixtures, and their parts totaled 260.20 billion yuan, up 14.6% year-on-year from last year.

And just in the first half of 2020, China’s lamps, lighting fixtures, and their parts exports compared to the same period in 2019 is also a downward trend, the first half of 2020 China’s lamps, lighting fixtures, and their parts exports amounted to 97.12 billion yuan, a decrease of 3.2% over the same period in 2019.

Compared with many companies on the LED lighting market with a pessimistic attitude in the first half of the opening, the final presentation of the overall market situation in 2020 is undoubtedly showing a reversal.

Meizu said, “Lipro is a smart home brand with a special mission and has a new meaning for Meizu.”

Isn’t Meizu a cell phone company?
How come it also runs to do the lighting?

1
Huang Zhang carefully polished sincere work

From the point of view of the new products released, Meizu does not talk about cell phones this time, only about healthy lighting. It is a good idea to show the determination and resilience to enter the field of smart home for the general public.

A simple review of the history of Meizu, in the era of domestic cell phones “blossoming”, Meizu is definitely the “leader” in the cell phone industry. As early as 2009, Meizu released the country’s first smartphone – M8, which sold 100,000 units in only 2 months after its launch, and sales exceeded 500 million yuan in about 5 months after its launch.

And it is worth mentioning that Meizu M8 is permanently collected by Microsoft headquarters because it carries Microsoft’s operating system. All in all, Meizu M8, as the first phone of Meizu, with such sales, sales and influence, is undoubtedly a “big win” for Meizu.

In 2011, Meizu replaced the Android system and released Meizu M9, which was again a great victory, and even a “hard to find” situation.

You know, in addition to Apple, only Meizu has achieved the consumer’s queue to buy the phone. With the leading product design and excellent product quality, Meizu was once called the “Chinese version of Apple”.

In addition, Meizu cell phones have always been “slow and careful”, the main reason behind these achievements is due to the founder of Meizu, Huang Zhang, focus on the details and quality control.

The six products launched: Lipro LED intelligent ceiling light, Lipro LED downlight, Lipro LED bulb, Lipro LED strip light, Lipro LED floor lamp, Lipro LED cabinet light, the lowest price is Lipro LED bulb, only 49, but all with top light source quality and elegant industrial design, the strength of excellent performance.

It is reported that several simple parameters from them are the Meizu Lipro design team after thousands of deep calibration to get, it can be seen that Huang Zhang’s strict control of details and the persistent pursuit of quality.

2
Choose to cut into the smart home from lighting
What is fate?

However, then again, over the years, although we have long been accustomed to a variety of cross-border integration and the phenomenon of descending strikes, but the news of cell phone factory selling lights, or will make the lighting and smart home circle of friends of the discussion.

Some industry insiders analyze that in the past two years, in the TOP5 of the sales charts of major cell phone brands, the figure of Meizu has long disappeared, flirting with “the former king is now reduced to a passerby.” They believe that carrying the 5G era, this cross-border, perhaps Meizu’s turnaround battle.

But no matter how to say? For the smart home field, in recent years, this “cake” is really tempting. Outside Apple, Google, Amazon, inside Huawei, Xiaomi and other giants, after the persistent cultivation and guidance of these manufacturers, the mainstream consumers have been fully recognized and accepted the concept of smart home. And the current situation is that the penetration rate of smart home in Chinese market is only 5%, which means many people are in a wait-and-see mood.

Meizu product manager Huang Zhang pointed out that “there are too few really good smart homes on the market, and the cost of user selection is too high, so we have to go and make good products that we are willing to put at home and use.”

For Meizu Technology, high quality is not only reflected in the product, but also in the service, compatibility and supporting services are also crucial. This is also Meizu marketing responsible person Wan Zhiqiang said that in the future, as Meizu Lipro health lighting series products one-to-one Lipro lighting design services will be more and more perfect, with tailored solutions to bring users a more excellent and controllable scenario-based experience.

For the future development of the Lipro brand, Meizu also has a very clear three-year planning goal. According to Wan, “It will realize whole-house intelligence in 2023 and strive to become the top three high-end smart homes in China.”