OFweek semiconductor lighting network news has entered the new normal, orders have decreased sharply, costs have increased, and European lamp stores have invested heavily, which makes it difficult for the original stores to feed. They have turned into monopoly areas, and businesses tend to diversify. At the same time, the inventory moved up and the financial pressure of manufacturers increased. In order to compete for the market, even brand manufacturers began to fight a price war. To brand, not sales, European style lamps have experienced changes from nobility to civilians.

European style lamps originated from European classical style art, and it is a byword for luxury and elegance. It was popular in Southeast Asia and Hong Kong and Taiwan, and gradually penetrated into Chinese mainland. Since 2007, under the marriage of manufacturers, since the rise of the European style lamp store model, there have been more and more European style lamp stores in three or four years, ranging from three or five hundred square meters to thousands of super stores, with larger and larger area and more luxurious decoration. The store seems to be a good way for European style lamps to break through the market encirclement.

"Furniture, soft decoration, jewelry" exclusive store model rises

Just like crystal lamps, American lamps and other lighting, European lamps have long been consumed in Europe, but transferred to the Chinese market. It can be said that not everyone likes them, and not everyone will buy them. Consumers need to have a certain understanding and recognition of European and American culture and have a certain consumption ability. Among them, the group of overseas returnees, designers who recognize and accept European and American culture, middle-class white-collar workers, European villa owners and European decoration style lovers constitute this consumer group.

These groups pay more attention to culture and are more willing to spend money. Therefore, businesses are not selling materials, but technology, culture and atmosphere. Materials are no longer the core competitiveness, but technology and culture. Creativity can make the lamp have the characteristics of both form and spirit, full of magical charm, and the value of European lamp needs space to be displayed. Therefore, specialty stores that combine the sales of European furniture, soft decoration and accessories have sprung up one after another. The three in one of furniture, soft decoration and accessories is the trend of European lamp brand specialty stores. While creating an atmosphere, merchants can even package and sell furniture together.

Under the marriage of manufacturers, since the rise of exclusive store mode in 2007, there have been more and more European lamp exclusive stores in three or four years, ranging from three or five hundred square meters to thousands of super stores, with larger and larger area and more luxurious decoration. The exclusive store mode has become the main form of terminal display of domestic European lamp brand enterprises. At the same time, furniture and accessories began to enter European lamp stores one after another to create a European home environment with a strong sense of art. At the same time, the domestic European lamp specialty stores began to rise, the store area was larger and larger, and the store decoration was more and more luxurious. The specialty stores seemed to be a good way for European lamps to break through the market encirclement.

"Monopoly store" transformed into "monopoly area"

However, most European style lamp stores are set up in the first and second tier markets, and their investment is extremely huge. The total cost of 500 square meters adds up to millions. If they are in the prime locations of metropolises such as Beijing, Shanghai and Guangzhou, it will be one third more. Although European style lamps have low price transparency, high profit margin and rising consumer groups, this huge investment has become a big constraint for European style lamp merchants.

In addition, European lamp stores have very high requirements for the image in the store. To ensure the profitability of a single store, rich product support and channel development are also very important. In fact, the road of European style lamp stores is not easy to walk. Both manufacturers and businesses have great pressure to open European style lamp stores, which can be supported by good economy and fashion, but the stores are short of money immediately in case of crisis.

In 2014, the economy entered the new normal, the industry was depressed, the rise of e-commerce impacted, the sales target group was narrow, the sales cycle was too long, the demand of first tier cities shrank, and the life of businesses was difficult. Take Shenyang market as an example. In the past, the scenery of specialty stores has quietly become a monopoly area. Each store has rich product categories and introduced decorative lamps of different brands to meet the needs of different consumers. At present, most European lamp stores are mainly retail, and a small part are wholesale.

In addition, the original European style lamps were for middle and high-end people, suitable for high-end villas, clubs, etc. they are not suitable for wholesale in prefectures and county-level cities. They usually take the retail route. With the increasingly fierce competition, the first-line European lamp stores began to walk on "two legs". On the one hand, the store retail; On the one hand, we started to cooperate with decoration companies and designers for high-end villas and high-end clubs in and around Shenyang.