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In the lighting industry, Shangchao Channel is the most direct market facing manufacturers. Therefore, in addition to achieving profitability, the products that enter the Shangchao market can more effectively expand the popularity of LED brands in the end consumer market. Therefore, the business channel is chased by many companies. In recent years, the Shangchao market has flourished, and it has developed in a scattered manner throughout the country, providing a broad space for enterprise developers to provide channels.
Shangchao is also known as the KA store of the enterprise. The KA store has convenient transportation and is often located in the core business district of the city. It has strong purchasing power, good reputation, large traffic, and standardized management, such as Wal-Mart, Carrefour, China Resources Vanguard, RT-Mart, Metro. In addition, these KA stores occupy an absolute dominant position in the terminal retail, companies can use it to make large sales, strengthen the brand. However, enterprises should also see that KA stores also have high thresholds, many regulations, high costs, long settlement period, complicated procedures, etc. It has the advantage of negotiating chips and is in an active position in negotiation.
Under such a background, a large number of chain stores and supermarkets in some parts of the country were sampled and researched. Through data statistics and analysis, the development status of the supermarkets in the lighting industry was revealed in a simple way.
Although the brand is a knife, the phenomenon of manufacturers being fish is not uncommon, but the Shangchao market always has its unstoppable charm, which makes many brands rush. From the statistics of Table 1 and Table 2: First, the lighting brand, the most powerful brand in the supermarket is Philips, almost all of the country's supermarkets. Followed by Osram, sample survey data shows that it has entered the Shang Chao market of 68. The third is Guanya LED lighting, the entry rate is 64. Followed by the child as the treasure, the entry rate of 61, the firefly entry rate of 46, the NVC lighting entry rate of 43, Foshan lighting entry rate of 41, and then the public light, Op Brands such as Baoshida; Second, the electrician plug-in brand, the strongest performance is the Bull, the entry rate of 86, followed by Philips, the entry rate of 53, the third is Nanfu, the entry rate of 46, followed by Osram, Hangjia , Mani, Zhuodian, Interman, Akihabara, Baker and other brands.
As far as lighting brands are concerned, the international first-line brands such as Philips and Osram are strong in the market, which is mainly related to the strong financial strength of Philips and OSRAM. Cheng Yan, Foshan Lighting's national sales and e-commerce channel sales manager, said that the high market cost and long settlement period of the supermarkets have led to the company's financial strength being a prerequisite for entering the supermarket channel.
In this survey, after the share of the national supermarkets in the market, followed by Philips and Osram, it is Guanya LED lighting. As a lighting company specializing in the production of high-quality lamps, Guanya LED Lighting has a market share only after Osram. The side shows that the desk lamp is widely used as a household item, which is popular among consumers. The market entry rate of brands such as Shibao and Baoshida has been confirmed.
In addition to the brands that show the main market share, there are also many brands such as Shell, Huaxiong, Heidexin, Yingke, Jiuliang, Mingda, Tiema Optoelectronics, Baochengxin, Juzuo, Xiaoji Ghost, etc. Brands (not listed one by one) have also entered the supermarket channel.
According to the product, the products have to enter the large-scale chain of supermarkets to sell, from the admission to the shelves, have to pay at least 60 kinds of large and small fees, and supermarkets have important standards for the products on the shelves, such as brand market awareness, product characteristics. Function, product image, product gross profit, etc.
Faced with the demanding requirements of Shangchao, manufacturers are catering to the needs of consumers while catering to the needs of consumers. Table 3 data shows that table lamps and energy-saving lamps occupy the largest market share of large-scale commercial super-lighting in the country, and the entry rate is 100; the second is switch plug, the entry rate is 93; then to the bulb, the entry rate is 86; the latter is the fluorescent tube, The entry rate is 57; there are also ceiling lamps, ring tubes, small night lights, flashlights and other products, all occupy a certain share.
In terms of product sales, energy-saving lamps are the most popular, with a sales rate of 93 in the supermarket, followed by table lamps, with a sales rate of 79; third, switch sockets, sales rate of 68; fourth, bulbs, sales rate 57; followed by fluorescent tubes, ceiling lamps, nightlights and other products, also accounted for a certain share of sales.
Combining the data in Tables 3 and 4 is not difficult to draw conclusions. The most popular among supermarkets is the desk lamp, and the most popular among consumers is the energy-saving lamps. Looking back at the table lamp brand Guanya, Haoshibao, Baoshida and other brands in the absolute advantage of the data, the table lamp is welcomed by the supermarkets for three reasons: First, the table lamp is a daily household consumer goods, easy to enter the business super Second, the table lamp products are exquisite, in line with the consistent standards of the supermarkets to choose products; Third, the sales of table lamps basically do not require after-sales service, which is different from other liquid products or engineering products, greatly reducing the after-sales service cost of the supermarket. .
From the statistics of the most popular consumer energy-saving lamps, the side shows that in the current terminal consumer market, the public still favors energy-saving lamps compared to LED lights. However, the sales of the bulbs closely followed, it also shows that LED lighting has gradually replaced the energy-saving light source, which is accepted by more mass consumers.
The entry of promotional products into the supermarket is not the end of the war on the super-channel, but the beginning of the war. After entering the market, many brands are facing common problems. How to survive on the narrow shelves with brands and elimination systems? In addition, Shangchao Market dominates the promotion activities of products. If some brands want to gain advantages in the promotion of supermarkets, they will have to increase the cost of promotion, thus highlighting the competition of promotion competition.
Table 5 data shows that 39 supermarkets choose to allocate 2 lighting products shelves, 25 mall supermarkets choose to allocate 2-5 lighting products shelves, 21 mall supermarkets choose to allocate 6-8 lighting products shelves, 15 supermarkets Choose to allocate more than 8 lighting products shelves.
Cheng Yan, a national sales manager and e-commerce channel sales manager of Foshan Lighting, who has many years of experience in business management, said that the supermarket lighting products are rare, but there are many brands on the shelves. For branded products that are sold on the market, supermarkets generally adopt a ten-digit lock code for the quarterly sales volume to limit the entry of products with lower volume. In this way, it will play a certain role in promoting the sales and quality of the products, and at the same time ensure the full use of the shelf space.
In terms of promotional activities, taking the start and end of the survey as a sample (Table 6), Philips held the most promotional activities in the National Supermarket, accounting for about 25 of the total number of promotional events, and the second is NVC Lighting, accounting for 16, The third is Foshan Lighting, which accounts for 14, followed by brands such as Children's Bao, Nanfu, Osram, Guanya, Firefly, Zhongguang, and Baoshida. The promotion activities also occupy a certain proportion.
Looking back at Table 1 data, Philips has entered the market in the supermarket and has always been in a leading position. This is due to Philips' large investment in the business channel, and there are many investment in promotion activities. It is reported that Philips has established a professional KA store research and promotion team in the promotion activities, and inspected and comprehensively evaluated the scale of operation of the mall, the flow of people, the most popular products, the products that have entered the mall, and based on the survey results. Product portfolio planning, do a good year's product orders and quarterly promotion programs, year-round promotion programs. It can be seen that Philips' focus and investment in the supermarket is far greater than other brands, so no matter how strong it is in the supermarket, it is not surprising.