LED lighting store to go IKEA business model
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In 2012, the electromechanical online electromechanical member new products, the United States once again demanded that the renminbi appreciate the electromechanical industry or the export pressure of Thailand's flood damage 30 billion yuan global IT auto parts China into the world auto center foreign investment in China set up R & D center in 2010, Philips took the lead in the first In the field of scene lighting, and designing various scene lighting fixtures to reflect different occasions. This year, at the Guangzhou International Lighting Exhibition, the world's largest lighting exhibition, major companies are vying to display products in this way, and there are more and more places for display space and simulated lighting, from LED office lighting. Scenery displays such as clothing store lighting, supermarket lighting, home, hotel lighting, tunnel lighting, industrial and mining lighting, etc., a single product display seems to face the elimination. In recent years, the simple warehouse transfer business model has transitioned to diversified modes such as specialty stores, lighting supermarkets, logistics centers and lighting hypermarkets. More and more enterprises are beginning to pay attention to terminal network construction. In the past two years, the display mode of the light environment experience mode has appeared in major exhibitions. As a result, such scene lighting fields are increasingly favored by the industry.
Recently, news about led stores has emerged, and the LED terminal market and terminal channel construction have once again attracted attention. When I visited some LED enterprise exhibition halls and lighting markets that have not yet launched the market, I also found that the LED store construction has problems such as single product line, high price, lack of professional talents, lack of brand, and unclear product positioning. We can not discuss when the LED store will mature. If the LED is going to take the store form, then which model should be effectively displayed? As a very wide range of applications, from point to point, LED products that can be used in urban lighting, interior lighting and local lighting, are still displayed in a single-hanging product model?
Recently, when I visited the Shenzhen lighting market, I visited the first store in China, which is based on the light environment experience model. The store was just opened on July 23 this year, as the first application in China to show the trend in the exhibition. To the lighting market in the store, what model is going to take, and what enlightenment is brought to the industry? According to the person in charge of the store, the total area of ​​the Gi light world reached 12,000 square meters. It is the largest lighting store in Shenzhen, and it is the route of the IKEA business model.
The IKEA model, which combines one-stop shopping and home-based real-life experience, is no stranger to the lighting industry. As early as 2002, Zhengzhou’s gorgeous lighting was the idea of ​​IKEA in the lighting industry, not only selling lights, but also selling lights. Furniture, accessories, and retail-led sales channels. IKEA was originally an ordinary furniture company in Sweden. In 2003, it entered the list of the 100 most valuable brands in the world. Since its inception in 1943, after more than 60 years of development, IKEA has become the most influential household goods retailer in the world.
The most striking highlight of IKEA's sales model is the ability to clarify and meet the individual needs of consumers through consumer experience. For IKEA, there are five key loop nodes in the consumer experience process, namely, participation, experience, design, personalization, and transportation. That is to say, every IKEA store is a space for consumers to experience and display on the spot, and can get rid of the situation that consumers have to passively accept the products that have been stereotyped and participate in the design. The essence is that IKEA fully grasps the inner needs of consumers in the sales process, and truly reflects the concept that marketing provides consumers with additional value of transfer. Therefore, IKEA can win a huge market share in various countries. With a new product design and low prices.
The flag of Gi Light World is a unique lighting experience. Professional lighting consultation is rich in design atmosphere and cheap, so that designers and consumers can fully participate in the design of lamps and lighting, which is in line with IKEA's personalized and cost-effective products. . The author did feel the rich atmosphere of the light environment experience when visiting the store. In addition, in addition to innovation in the model, the store declared the same emphasis on environmental protection and social responsibility as IKEA. At the opening ceremony of the Gi Light World, the store owner mentioned that fair consumption and understanding of transactions are the core of the Gi Light World. The purpose of development is to adhere to the principle that prices are not discounted, quality is not discounted, and services are not discounted. This visit, as the first pioneer to taste the fresh light environment, in addition to emphasizing the lighting experience atmosphere of the store, it also emphasizes fairness. The importance of justice is intended to support the business climate of the industry.
Therefore, the industry hopes that as the first store in China to focus on the light environment experience model, it is not only a platform for the exchange of products and technologies, but also a brand-new concept for consumers, manufacturers and designers. It is really creating value for the industry and really driving the healthy development of the industry.
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