艺灯大师: How to avoid dismal sales at lighting stores?

Yesterday, Beijing Business Daily reported that Ruifeng International Lighting Port, open for less than half a year, was quiet and deserted. The author saw one store employee enjoying his sweet dream, while employees at other stores were surfing the internet and reading novels. In the past two months, three stores successively chose to end their "gold-rush journey" by closing down, while the remaining stores were frantically dumping goods, offering heavy discounts, and attempting to exit through transfer.

How to avoid dismal sales at lighting stores?

In contrast, what the author saw at Shilihe Lighting Street was that every store had customers coming in and out, with the staff busy introducing products and moving lamps and lighting fixtures.

　　We can't help but ask: why is there such a huge difference among Beijing's eight major lighting markets? Of course, apart from the objective factors of Shilihe Lighting City's long-established brand and traditional workshops, staff say that geographic advantages, brand presence and advertising are all missing. More importantly, while operating as brick-and-mortar merchants with a single sales channel, it is even harder to raise prices and improve after-sales service. Undoubtedly, a marketplace without competitive advantages can only be abandoned by a fiercely competitive market.

　　The person in charge of Yideng Master (Art Light Master) noted that Midea Lighting has been able to quickly capture the market in just over a year, blooming nationwide with brand-exclusive stores. We have to admit that Midea's OEM model has been quite successful. Its abundant lighting products and quality assurance, while securing favorable commercial locations, have earned Midea Lighting consumer recognition. Of course, with its factory-direct operating model, Yideng Master Lighting firmly believes that consumption in the lighting industry must ultimately return to the products themselves. It is precisely with its twelve major series and tens of thousands of products that Yideng Master Home Lighting & Illumination has become the lighting solution at every consumer's side.

　　Of course, changes in market supply and demand directly affect the level of sales performance. The reason Apple's iPad was so frantically snapped up is that market demand far outstripped supply, while the bleak situation at multiple shopping malls is actually no coincidence. At the same time, this also indirectly reflects the homogeneity of products in the lighting market and the herd-following behavior of shopping malls. Experts indicate that by catering to consumers through product design and employing effective marketing techniques, the lighting market can surely effectively avoid a dismal situation.