As the brand of lamps and lanterns becomes bigger and bigger, some market-conscious lighting brands are no longer simply displaying products, but fitting decoration, accessories and furniture in place, creating a whole environment for the home, allowing customers to feel the lamps and home decoration on the spot. Effect. This kind of environment and atmosphere can make customers feel the beauty more intuitively, and it is easier to produce purchases at the same time and the choice is more accurate.
In addition to the exhibition area and decoration, the lighting brand began to create an experiential shopping environment in the exhibition hall.
In the brand exhibition hall of a lighting city, the new Teli lamps are specially furnished with a bedroom. The main light source, auxiliary light source, light pool, wall lamp, table lamp, night light, etc. are harmonious and orderly. According to the staff, the bedroom lamp The layout not only matches the lighting of the bedroom, but also reflects the characteristics of humanization and healthy light source in the light design. In the Science and Technology Lighting Exhibition Hall, the combination of crystal lamps and high-end beds, tea tables and chairs, tea sets, etc., also constitutes a comfortable bedroom and a harmonious tea room space.
According to the person in charge of the lighting city marketing department, the lighting city is pushing the concept of the MALL boutique. The lighting brands here almost all set up the experience space in the exhibition hall. The space makes people feel the various expressions of the lamp.
Lighting brands are "home integration"
The experiential marketing lighting industry has long existed, but it is not very popular. The industry analysts believe that the experience exhibition hall covers a large area, and it is necessary to have a special person to design the style of the exhibition hall, product matching and display, etc., and the comprehensive cost is high. But now, the lighting brand has begun to gradually extend the product line to home, accessories, soft clothing and so on. The trend of lighting brands themselves with furniture or their own design and production of furniture is becoming more and more obvious.
Yuan Shiqiang, chairman of Zhongshan Qilang Lighting Factory Co., Ltd. told reporters that the integration of lamps and furniture is a trend, and Qilang will focus on the “home integration†mode of lamps next year. Zhu Huan, chairman of Taichang Lighting, also pointed out that the current trend in the lighting industry is that the brand has entered the trend from mid-range to high-end design, and the integration of lighting and furniture integration has become more and more obvious. Many international brands have begun to integrate into the lighting exhibition hall.
Huang Jingmei, secretary general of the China Establishment Committee, said that Chinese lighting brands have begun to pay attention to product matching design, and seeking to cooperate with international artists to combine the artist's home works with lighting products has gradually become a trend.
According to industry analysts, the cross-border purpose of lighting brands is to increase profits, but how to better integrate the categories of household products such as lamps and furniture is the problem that the current “cross-border†lighting brands need to think about.
Cross-border products start with foundry
From the consumer's point of view, the luminaires cross-border to make furniture and other extension products, you can directly see the effect of the lamps in the lighting store, even after the consumer sees the overall effect, stunned, directly to the lamps, the home with the lamps The product is bought home together. This is undoubtedly the best result for the brand. From the brand's point of view, the lighting brand cross-border overall home, nothing more than hope to rely on extension products to get more market cakes.
It seems that it is not easy for a luminaire brand to cross border to other household items. Judging from the cross-border products of the current lighting brands on the market, there are generally two ways: buy or OEM.
Buying and lighting brands buy home products that are suitable for matching with lighting products from the furniture brand, and then sell them to consumers who come to buy lamps. It can be called “buyers†mode. Foundry is the lighting brand, please other furniture factories to produce their own special furniture, only in their own lighting showroom.
The foundry model is no stranger to the home furnishing industry. The natural mattress cross-border furniture products also use the foundry model. However, it is also common for well-known brands to be on the black list in the national quality inspection. How can we guarantee the quality of OEM? Yuan Shiqiang and Liu Feng, general manager of Beijing Natural Wood Trading Co., Ltd., said that after the brand has conditions, it will produce its own products. To ensure the reliability of product quality.
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