Building materials supermarket is an important channel for Zhongshan lighting
Lamp market in building materials supermarket
Chain supermarkets have become the mainstream of the retail industry. With the development of the real estate industry, home building materials supermarkets have also developed. In 1997, Tianjin Home World took the lead in introducing the sales model of North American building materials supermarkets. Therefore, the home industry has recently held a grand event to celebrate the 10th anniversary of the building materials supermarket in China. In January of this year, Home Debao, the world's largest home building materials supermarket, also officially entered China through the acquisition of the world. So far, there are 150 building materials supermarkets in the country, and the domestic building materials supermarket industry is in the ascendant.
Lighting has become a part of home building materials, and has been sold in a market with building materials, decorative materials, furniture, etc. When the building materials supermarket rises, lighting is naturally the most dazzling component. Of course, from now on, lighting is mainly sold through the professional lighting market. But building materials supermarkets are also showing the importance of new lighting distribution channels.
In Guangzhou, there are two large home building chain supermarkets, one is from Shanghai, and the other is from B&B in the UK. They have five branches in Guangzhou. Through the observation of these stores, people can find the characteristics and role of building materials supermarkets in lighting sales.
Haomeijia and B&Q have special lighting sales areas, and they are all on the second floor. The area is between three and five hundred square meters. The commonly used home lighting products are basically included, and of course there are a few other lighting products. But there are still significant differences between the two.
Haomeijia seems to pay more attention to lighting sales than B&Q. The area of ​​Haomeijia Lighting District is relatively large, and the product furnishings are also beautiful and relaxed, giving customers a first impression. On the first floor, Haomeijia has set up branded ceiling lamp counters and light source counters. The ceiling lamps and bulbs of first-class brands such as OSRAM, Philips, Panasonic, Op, Sanxiong and Langneng are all sold here; the second floor is the main lighting area. Haomei's home lighting products are better in appearance and grade. There are dozens of table lamps and ceiling lamps, and there are tens of thousands of crystal lamps. Tianhe has even set up a single room to display those high-end products and walk into it. It is similar to the environment of some specialty stores. Haomeijia operates a large number of lighting brands, large and small, Xiangyao, Huatai, Haohao's home lighting art products, Dafeng flat low-voltage lamps, Xiangjiang, Meilunmeijia, Oriental Mingshi's mirror headlights, Iraq Lisi, Coant's ceiling lamp, Keyu dining chandelier, Donglian table lamp, Liangliang LED table lamp, Nengzhibao energy-saving lamp, etc.; in style and style, there are various classical art photos of Chinese classical, European classical and modern fashion. Ming products such as oak, sheepskin, glass, crystal, plastic, metal and other lighting, as well as cartoon lighting for the minors; in the production of goods, basically produced in Zhongshan; in terms of price, The price tag and the actual price often differ greatly. The salesperson will tell the customer that the product can be discounted and can even be sold at half price during the promotion period. Haomeijia also specially indicated the sales methods including joint sales, sample and single products on each product. Baiyun Store is mainly for joint sales, and Tianhe Store is mainly for sample production. This is for those who intend to enter the supermarket. With direct cooperation tips. Haomeijia is holding a promotion campaign of “low-cost heat waves and two weeks of raidsâ€.
The B&Q lighting area is compact and even crowded, and the furnishings are relatively simple. Especially the home lighting products are not as rich and beautiful as the beautiful homes. B&Q's lighting brands and varieties are also many, including General Electric, Osram, Philips, Panasonic, Op, Sanxiong, Jieyousheng, Langeng, Xiaoji Ghost, Shengqiu, Qiqi, Ocean, Dafeng, Xiangjiang, Sanli, Qianqian Li, Hilina, Yue Slater, Huatai, Haohao, Weilong Qianbaijia, Gordon, Taichang Sunshine, Dragon Ball, Aladdin chandelier, child treasure table lamp, etc., as well as Disney cartoon lighting. It is not uncommon for large supermarkets to operate their own brands, such as Wal-Mart and Carrefour. B&Q also has a variety of private label lighting, such as "Bellet". Although B&Q is not as good as the beautiful size of the home art lighting products, for example, its crystal lamps are rare, the price generally does not exceed 10,000 yuan; but B&Q has its own characteristics in the commodity structure. B&Q places more emphasis on the sale of light source products, including energy-saving lamps and fluorescent lamps. B&Q is vigorously promoting the benefits of energy-saving lamps on the shelves, and highlights the energy-saving lamps of OSRAM; the variety of fluorescent lamps is also a major feature of B&Q. The fluorescent lamps of all major brands are sold, and the T5 brackets have obviously replaced T8. Eye protection table lamp is also a key product of B&Q's key sales. There are many brands such as Children's Watch, 3M, Panasonic and Hengyu. Of course, the key promotion is Philips' eye protection table lamp. In addition, solar lights, outdoor lights, emergency lights, mosquito killers, searchlights and other non-indoor home lighting products are also more, and the source of origin is also more, these aspects are different from the good home. B&Q Lighting can also be discounted, and low can also be sold at half price, so it is almost the same price as Haomei. B&Q is holding a promotion event for “Three Stores Celebrating Four Yearsâ€.
Recently, the lighting industry media said that building materials supermarkets have shortcomings such as weekend promotion, inconvenient transportation, lack of variety, insufficient attention, and poor display, so it is not conducive to lighting sales. In fact, these views are not in line with the facts. Specifically, Haomeijia Baiyun Store is located in the same building as Juran International Home Center and Yongle Electric Appliance Store. Carrefour and Commercial Plaza are opposite the road at the entrance; Bai’anju Tianhe Store and Via Home City, New Sheep Decoration Materials City, Metro The merchants tasted the home building materials supermarket together, backed by high-end real estate such as the Royal Garden, many buses set up here, not remote; other branches are also the same. It can be found that these building materials supermarkets are generally together with the large home building materials market, and the traffic is relatively convenient, which indicates that the building materials supermarket is good at “taking advantage of the potentialâ€.
Channel characteristics of building materials supermarket
In terms of product types, Haomeijia and B&Q have included lighting products for general residences and offices. The floor, ceiling, walls and shelves of the store are densely lit with lighting, which can fully satisfy the lighting decoration of the house. Demand. Of course, the problem here is that not all residents are willing to go to the building materials supermarket to purchase lighting. Many people still choose lighting professional cities, for example, to buy computers. Many people still go to computer cities such as Gaogao, Cyber ​​and Pacific. Gome, Suning.
At present, 95% of building materials retail in developed countries are exported through chain supermarkets, but now the proportion of Shanghai, which has the highest domestic level, is only 20%, while Guangzhou has only 5%. This shows that building materials supermarkets are not the main channel for residents' lighting consumption. The reason is: First, the change of traditional consumption concept requires a long-term process; secondly, the building materials supermarket has limited capacity in lighting sales. Due to the store space and professional level, many products are not suitable for sale in building materials supermarkets; again, many lighting brands There is no good feeling for the building materials supermarket.
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