——Jinda Lighting Director Shi Fran talks about the phenomenon of “one product and many cards†in crystal lamp
Crystal lamps, brilliant, decorative is more important than lighting, relatively high price, used only in the halls of nobles to show the status of the owner, now widely used in hotels, villas and other high-end places, known as lighting Aristocrats, consumers pay more attention to psychological satisfaction. Therefore, the target market group of crystal lamps has always been relatively school. But in recent years, with the improvement of people's living standards and tastes, crystal lamps are more and more popular among modern urbanites. Favored, the crystal lamp market began to expand, and there was a refinement, in which a home crystal lamp appeared. According to the refinement and adjustment of market targets, many crystal lamp manufacturers have launched a multi-brand strategy to snatch various levels of crystal lamp consumer groups, such as Zhenxiong and Suojin, Jinda and Weishahua, Baohui and Olenis.
In December 2005, Jinda launched its second brand – the first to join forces with Swarovski, the world's first crystal accessories brand, to create a high-end crystal lamp of “Vishahua†brand, and to promote exclusive promotion in China. The industry has caused strong repercussions. Some people think that Jinda's move has subverted the traditional channels of crystal lamps, opening a historic page for the entire crystal lamp industry, allowing the crystal lamp industry to see a broader market prospect, and more importantly, her " The successful operation of a multi-brand category has been borrowed and inspired by the industry.
Market demand
Home crystal lamp is a new trend
Reporter: Traditional crystal lamps have always occupied the mainstream of consumption and production. They are used in high-end projects such as hotels and villas, and the sales volume is relatively stable. However, in recent years, the crystal lamp market has gradually refined, and new crystal low-voltage lamps and crystal candlesticks have emerged. Lights and the like are used in the simple lanterns of the home, and the crystal lamps gradually enter the ordinary people. So many people think that home crystal lamps will replace traditional crystal lamps into the mainstream of market demand. How do you see this?
Sforland: Whether it is a home crystal lamp or a traditional crystal lamp, it has a certain market share. It is not a home crystal lamp. The traditional crystal lamp is going to be a class, but the traditional crystal lamp market will continue, the new home crystal. The market for lamps has gradually increased, forming a situation in which the two go hand in hand. At present, with the improvement of people's living standards, the requirements and tastes of home decoration are also constantly improved, and individualized decoration is becoming more and more obvious. This provides a good condition for the home crystal lamp to enter the family. Any kind of product will change due to market changes, as will the crystal light. Perhaps the rise of new markets gives people an illusion, but in fact the traditional crystal lamp still has its specific market, and the popularity of home crystal lamps injects a new trend and power into the crystal lamp market, but also brings New ideas and business opportunities for manufacturers and businesses.
market situation
New ideas promote market regulation
Reporter: Some people think that the crystal lamp market is the most chaotic in the current lighting industry, with problems such as vague concept, product stereotypes, chaotic market prices, shoddy consumers, and uncertain business positioning. Do you think so?
Sphoria: We believe that such a company must have, but the current crystal lamp market has been standardized a lot in the past few years, but there are still many imperfections and irregularities. It may be that this is not a very standardized market. Many manufacturers and businesses have seen the shortcomings, so that those who have vision and responsibility have realized that customers know the products well, and the urgency of lighting the brand is good. In today's market, you can see some crystal lamp companies and crystal lamp brands with clear positioning and unique products.
Reporter: Crystal lamp is regarded as a luxury, representing a noble, the final choice of the product is the product quality and brand connotation of the product, the psychological enjoyment and satisfaction, but less attention to the product itself. Do you think that this kind of psychology of consumers can make the profits of crystal lamps have more space? Others believe that this kind of consumer psychology is the main cause of market confusion. Do you think so?
SVran: High-quality craftsmanship and good brand connotation products can really bring consumers a sense of psychological enjoyment and satisfaction, but this does not mean that the crystal lamp will bring a lot of profit. The quality of the product technology is closely related to the brand of the product. A product without good quality cannot make a good brand. A good brand cannot be based on a product with good quality, and these two aspects do require manufacturers to be in production, management, research and development, etc. In terms of aspects, such as operations and capital investment, there must be a great improvement. As consumers become more mature, this concept of consumption will make the market more standardized.
More than one brand
Multi-brands must be tailored
Reporter: According to the actual market and the strategic goals of the company itself, the company launches multi-brand operation. In general, multi-brands are reflected in many categories, but in the field of crystal lamps, there are more than two crystal lamps in the company. The brand, some people think that the operation of multiple brands in the same category is only to solve the problem of distribution of agency rights in the same area. The positioning of products is only a concept. In fact, these brand products are the same. How do you view the phenomenon of multiple brands in the same category?
Sforland: Whether it's a different product operating with a different brand, or a single product operating with a different brand, it's all based on the company's own situation. Blind follow-up will only lose direction and lose self in the sea of ​​merchants. If a company launches multiple brand operations in the field of crystal lamps, it can solve the problem of agency rights in the same area to a certain extent, but if there is no clear product positioning, it will be difficult to stand the test of the market, and ultimately it is difficult. Achieve a win-win situation between the merchant and the manufacturer. I am afraid this is not the embarrassing situation that everyone wants to see. There is no fixed model for how to operate the brand. It depends on the company's own situation and its strategic objectives. The tailor-made approach will be more beneficial to the company's own healthy development.
Jinda Strategy
The new pattern of "brand matching"
Reporter: Jinda also has two brands, one is Jinda and the other is Weishahua. This is the brand pattern that Jinda and Swarovski have made after “brand matchingâ€. This kind of “brand matching†is also for the industry. Concerned, what kind of market status and purpose is based on the implementation of “brand matchingâ€? What is the impact on Jinda’s future planning? After the “brand matchâ€, how did Jinda’s entire product line and brand position change?
Sforland: After years of hard work and care from many merchants, Jinda Lighting has gained a certain reputation in the industry. In the process of enterprise development, we also saw the shortcomings, because the domestic market of crystal lamps is not very standardized, even if it is a good product, it is difficult for consumers to recognize, consumers know more about our brands and manufacturers. Less, companies have to go healthier, and they have to change their market conditions when they go further. After our re-planning of the CI and VI of the company and products, after repositioning, Weishahua and the “brand match†came into being.
Jinda Lighting hopes that through the launch of Weishahua, it will bring a new crystal lamp image and brand with clear positioning, clear brand, elegant design and high quality for consumers and businesses. Let consumers and businesses directly feel that this is not a very standard crystal lamp market, buy a good quality crystal lamp products, and lay a more solid foundation for Jinda Lighting's future development.
With the branding of Swarovski Strauss, the world's top crystal pendant brand, Weishahua has made Jinda Lighting Crystal Lamps upgraded in both product series and brand positioning, and has been recognized and supported by internationally renowned companies. More firmer Weishahua's confidence in developing a luxury crystal lamp market. The quality products of Jinda Lighting are directly delivered to consumers through the form of a boutique designed and designed by Weishahua. Therefore, it is effective to avoid the bad market situation in the market of crystal lamps, which does not emphasize the price of the brand, and let the enterprise develop in a healthy and good direction.
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Crystal lamps, brilliant, decorative is more important than lighting, relatively high price, used only in the halls of nobles to show the status of the owner, now widely used in hotels, villas and other high-end places, known as lighting Aristocrats, consumers pay more attention to psychological satisfaction. Therefore, the target market group of crystal lamps has always been relatively school. But in recent years, with the improvement of people's living standards and tastes, crystal lamps are more and more popular among modern urbanites. Favored, the crystal lamp market began to expand, and there was a refinement, in which a home crystal lamp appeared. According to the refinement and adjustment of market targets, many crystal lamp manufacturers have launched a multi-brand strategy to snatch various levels of crystal lamp consumer groups, such as Zhenxiong and Suojin, Jinda and Weishahua, Baohui and Olenis.
In December 2005, Jinda launched its second brand – the first to join forces with Swarovski, the world's first crystal accessories brand, to create a high-end crystal lamp of “Vishahua†brand, and to promote exclusive promotion in China. The industry has caused strong repercussions. Some people think that Jinda's move has subverted the traditional channels of crystal lamps, opening a historic page for the entire crystal lamp industry, allowing the crystal lamp industry to see a broader market prospect, and more importantly, her " The successful operation of a multi-brand category has been borrowed and inspired by the industry.
Market demand
Home crystal lamp is a new trend
Reporter: Traditional crystal lamps have always occupied the mainstream of consumption and production. They are used in high-end projects such as hotels and villas, and the sales volume is relatively stable. However, in recent years, the crystal lamp market has gradually refined, and new crystal low-voltage lamps and crystal candlesticks have emerged. Lights and the like are used in the simple lanterns of the home, and the crystal lamps gradually enter the ordinary people. So many people think that home crystal lamps will replace traditional crystal lamps into the mainstream of market demand. How do you see this?
Sforland: Whether it is a home crystal lamp or a traditional crystal lamp, it has a certain market share. It is not a home crystal lamp. The traditional crystal lamp is going to be a class, but the traditional crystal lamp market will continue, the new home crystal. The market for lamps has gradually increased, forming a situation in which the two go hand in hand. At present, with the improvement of people's living standards, the requirements and tastes of home decoration are also constantly improved, and individualized decoration is becoming more and more obvious. This provides a good condition for the home crystal lamp to enter the family. Any kind of product will change due to market changes, as will the crystal light. Perhaps the rise of new markets gives people an illusion, but in fact the traditional crystal lamp still has its specific market, and the popularity of home crystal lamps injects a new trend and power into the crystal lamp market, but also brings New ideas and business opportunities for manufacturers and businesses.
market situation
New ideas promote market regulation
Reporter: Some people think that the crystal lamp market is the most chaotic in the current lighting industry, with problems such as vague concept, product stereotypes, chaotic market prices, shoddy consumers, and uncertain business positioning. Do you think so?
Sphoria: We believe that such a company must have, but the current crystal lamp market has been standardized a lot in the past few years, but there are still many imperfections and irregularities. It may be that this is not a very standardized market. Many manufacturers and businesses have seen the shortcomings, so that those who have vision and responsibility have realized that customers know the products well, and the urgency of lighting the brand is good. In today's market, you can see some crystal lamp companies and crystal lamp brands with clear positioning and unique products.
Reporter: Crystal lamp is regarded as a luxury, representing a noble, the final choice of the product is the product quality and brand connotation of the product, the psychological enjoyment and satisfaction, but less attention to the product itself. Do you think that this kind of psychology of consumers can make the profits of crystal lamps have more space? Others believe that this kind of consumer psychology is the main cause of market confusion. Do you think so?
SVran: High-quality craftsmanship and good brand connotation products can really bring consumers a sense of psychological enjoyment and satisfaction, but this does not mean that the crystal lamp will bring a lot of profit. The quality of the product technology is closely related to the brand of the product. A product without good quality cannot make a good brand. A good brand cannot be based on a product with good quality, and these two aspects do require manufacturers to be in production, management, research and development, etc. In terms of aspects, such as operations and capital investment, there must be a great improvement. As consumers become more mature, this concept of consumption will make the market more standardized.
More than one brand
Multi-brands must be tailored
Reporter: According to the actual market and the strategic goals of the company itself, the company launches multi-brand operation. In general, multi-brands are reflected in many categories, but in the field of crystal lamps, there are more than two crystal lamps in the company. The brand, some people think that the operation of multiple brands in the same category is only to solve the problem of distribution of agency rights in the same area. The positioning of products is only a concept. In fact, these brand products are the same. How do you view the phenomenon of multiple brands in the same category?
Sforland: Whether it's a different product operating with a different brand, or a single product operating with a different brand, it's all based on the company's own situation. Blind follow-up will only lose direction and lose self in the sea of ​​merchants. If a company launches multiple brand operations in the field of crystal lamps, it can solve the problem of agency rights in the same area to a certain extent, but if there is no clear product positioning, it will be difficult to stand the test of the market, and ultimately it is difficult. Achieve a win-win situation between the merchant and the manufacturer. I am afraid this is not the embarrassing situation that everyone wants to see. There is no fixed model for how to operate the brand. It depends on the company's own situation and its strategic objectives. The tailor-made approach will be more beneficial to the company's own healthy development.
Jinda Strategy
The new pattern of "brand matching"
Reporter: Jinda also has two brands, one is Jinda and the other is Weishahua. This is the brand pattern that Jinda and Swarovski have made after “brand matchingâ€. This kind of “brand matching†is also for the industry. Concerned, what kind of market status and purpose is based on the implementation of “brand matchingâ€? What is the impact on Jinda’s future planning? After the “brand matchâ€, how did Jinda’s entire product line and brand position change?
Sforland: After years of hard work and care from many merchants, Jinda Lighting has gained a certain reputation in the industry. In the process of enterprise development, we also saw the shortcomings, because the domestic market of crystal lamps is not very standardized, even if it is a good product, it is difficult for consumers to recognize, consumers know more about our brands and manufacturers. Less, companies have to go healthier, and they have to change their market conditions when they go further. After our re-planning of the CI and VI of the company and products, after repositioning, Weishahua and the “brand match†came into being.
Jinda Lighting hopes that through the launch of Weishahua, it will bring a new crystal lamp image and brand with clear positioning, clear brand, elegant design and high quality for consumers and businesses. Let consumers and businesses directly feel that this is not a very standard crystal lamp market, buy a good quality crystal lamp products, and lay a more solid foundation for Jinda Lighting's future development.
With the branding of Swarovski Strauss, the world's top crystal pendant brand, Weishahua has made Jinda Lighting Crystal Lamps upgraded in both product series and brand positioning, and has been recognized and supported by internationally renowned companies. More firmer Weishahua's confidence in developing a luxury crystal lamp market. The quality products of Jinda Lighting are directly delivered to consumers through the form of a boutique designed and designed by Weishahua. Therefore, it is effective to avoid the bad market situation in the market of crystal lamps, which does not emphasize the price of the brand, and let the enterprise develop in a healthy and good direction.
1
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