——2007 domestic first-class market modern lantern survey report
Core feed
â— In 2007, nearly 20% of the domestic primary market operated modern lanterns;
â— Compared with 2006, the sales volume of modern lanterns increased between 10% and 30%, and the growth rate was flat;
â— The biggest confusion of modern lanterns: product counterfeiting is too serious;
â— Up to now, the channel strength of Xinteli in the domestic primary market has surpassed Qilang;
â— Business forecast: New Terri will become the king of modern lanterns;
â— Modern lanterns are popular in the next 5-10 years.
market situation
Nearly 20% of merchants operate modern lanterns
The scope of this survey is the primary market for the domestic lighting industry, including Jinan, Linyi, Hefei, Shanghai, Nanjing, Hangzhou, Ningbo, Guangzhou (only investigating the two lights of Nantian and Anhua), Shenzhen, Shunde, Foshan, Nanning, Xiamen, Changsha, Wuhan, Zhengzhou, Nanchang, Beijing, Tianjin, Shijiazhuang, Taiyuan, Hohhot, Yinchuan, Xi'an, Lanzhou, Chengdu, Chongqing, Kunming, Guiyang, Shenyang, Dalian, Changchun, Harbin, etc., surveyed merchants 1220 2 Among them, 2,360 operate modern lanterns, accounting for 19.3% of the total number of survey merchants.
Among dozens of styles of home lighting, modern lanterns currently have a market share of 19.3%, which is quite high. The enthusiasm of merchants to operate modern lanterns stems from the huge market demand. 19.3%, this can reflect a phenomenon from the side: the trend of rejuvenation of lighting consumer groups is becoming more and more obvious.
Among them, the total number of survey merchants in East China is 3,217, and there are 569 merchants operating modern lanterns, accounting for 17.7%; the total number of survey merchants in South China (Guangzhou only surveys Nantian and Anhua) is 544. There are 309 merchants of modern lanterns, accounting for 56.8%; the total number of merchants surveyed in Central China is 1,653, of which 555 operate modern lanterns, accounting for 33.6%; the total number of survey merchants in North China is 2,876. There are 538 merchants of modern lanterns, accounting for 18.7%; the total number of merchants surveyed in Northwest China is 762, only 89 merchants operating modern lanterns, accounting for 11.8%; the total number of survey merchants in Southwest China is 1,683. There are only 101 merchants operating modern lanterns, accounting for about 6%; the total number of survey merchants in Northeast China is 1,467, and the number of merchants operating modern lanterns is 199, accounting for 13.6%.
It can be seen from the results of this survey that modern lanterns are most favored by merchants in South China and Central China; in the economically underdeveloped regions such as Southwest, Northwest and Northeast, the market penetration rate of modern lanterns is in urgent need of development.
Among the 2,360 merchants operating modern lanterns, there are 1022 companies operating in the monopoly mode, accounting for approximately 43.3%. The number of 1022 modern lanterns monopoly merchants, 297 stores, accounting for 29.1% of the number of modern lanterns, and 725 in the exclusive area, accounting for 70.9% of the number of modern lanterns. The remaining 1338 companies operate modern lanterns in a comprehensive store model, accounting for 56.7% of the total number of merchants surveying modern lanterns.
This group of survey data reflects two kinds of "phenomenons" and a "trend": the phenomenon is that the modern lantern monopoly model is spreading, and the business brand awareness is obviously improved; the second phenomenon is that the monopoly mode is easy to attract different consumers and businesses. The risk is relatively low and is generally favored by excellent businesses. A "trend" is that the monopoly model will become the mainstream operating mode of the modern lantern brand.
Among the 569 merchants operating modern lanterns in East China, there are 276 merchants operating in the monopoly mode, accounting for 48.5% of the total, of which 91 are operated in the specialty store mode, accounting for about 16%; There are 185 district-operated companies, accounting for approximately 32.5%; the remaining 293 are operated by integrated stores, accounting for approximately 51.5%. Among the 309 merchants operating modern lanterns in South China, 156 merchants operated in the monopoly mode accounted for approximately 50.5%, of which 30 were operated in the specialty store mode, accounting for approximately 9.7%; There are 126 district-operated models, accounting for approximately 40.8%; the remaining 153 are operated by integrated stores, accounting for approximately 49.5%. Among the 555 merchants operating modern lanterns in Central China, 81 merchants operating in the monopoly mode accounted for approximately 14.6%, of which 19 were operated in the specialty store mode, accounting for approximately 3.4%; There are 62 district-based operators, accounting for 11.8%; the remaining 474 are operated by integrated stores, accounting for approximately 85.4%. Among the 538 merchants operating modern lanterns in North China, there are 332 merchants operating in the monopoly mode, accounting for 61.7% of the total, of which 85 are operated in the specialty store mode, accounting for 15.8%; There are 247 district-managed companies, accounting for 45.9% of the total; the remaining 206 are operated by integrated stores, accounting for approximately 38.3%. Among the 89 merchants operating modern lanterns in the northwest region, 52 merchants operated in the monopoly mode accounted for approximately 60.7%, of which 23 were operated in the specialty store mode, accounting for approximately 25.8%; There are 29 district-operated models, accounting for approximately 32.6%; the remaining 35 are operated by integrated stores, accounting for approximately 39.3%. Among the 101 merchants operating modern lanterns in the southwest region, there are 38 merchants operating in the monopoly mode, accounting for 37.2% of the total, of which 17 are operated in the specialty store mode, accounting for 16.8%; There are 21 district-managed companies, accounting for approximately 20.8%; the remaining 63 are operated by integrated stores, accounting for approximately 62.8%. Among the 199 merchants operating modern lanterns in the Northeast, 85 merchants operated in the monopoly mode, accounting for 42.7% of the total, of which 30 were operated in the specialty store mode, accounting for 15.1%; There are 55 district-operated companies, accounting for 27.6%; the remaining 114 are operated by integrated stores, accounting for approximately 57.3%.
It can be seen from the above survey results that the modern lantern manufacturers in North China and Northwest China are more inclined to operate in the store mode, and the brand management awareness is stronger; the number of modern lanterns in Central China is second only to the East China region, but the merchants operating in the monopoly mode Less than 15%, which indicates that the operation of the modern lantern market in the region is the most chaotic, the business brand awareness needs to be strengthened, and the business model needs to be upgraded.
Market trend
Slow sales growth
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