Exploring the price of the lighting market

Consumer Yin, with the designer in the Shilihe Lighting City fancy a crystal lamp with a price of 150,000 yuan. When preparing to talk with the merchants trying to lower the price, the designer stated that he could get a two-fold price. This makes Ms. Yin's heart suddenly gone, the discount is so low, why the price is so high? Is there water? So Ms. Yin came to another lighting city, so she was surprised that the same brand with the lights, the price was actually more than 20,000, a few hundred dollars lower than the price of two fold before ... ...

So consumers can not help but ask: how is the price of lighting products so chaotic? How deep is the "water" in the lighting industry? To this end, the reporter conducted a number of visits. From the above, we discovered that on the one hand, the old-fashioned lighting market products were chaotic and the price ambiguity still existed. On the other hand, a new generation of lighting stores drastically implemented “clearly-priced”—faced with a very different shopping experience. Consumers need to wait and see.

“Changing and Selling Dog Meat” lamps and lanterns shop is not uncommon. In addition to Ms. Yin's situation, during the investigation, the reporter found that the phenomenon of “hanging sheep and selling dog meat” is also common. Consumers have reflected that in Shilitu Lighting City, the display of a brand's showroom is not the product of the brand. The reporter telephoned the factory's director of operations and the other party indicated that the manufacturer did not authorize the merchant a year ago, that is, it was no longer available for this dealer.

However, why did the exhibition hall not withdraw the trademark? The person in charge of the factory said that “the whip could not be covered”, and in addition to instructing the dealer to remove the signboard, it also ordered the store to urge it to act as soon as possible. As for how long the cycle and the details of the exchange between the manufacturer and the dealer, the person in charge did not Willing to disclose more.

Market-style "bargaining" Bottom-line consumption concepts need to be changed Ms. Yin's experience is not rare in the lighting city, the above-mentioned counterfeit lighting stores also exist. Su Hongmei, general manager of a lighting company, told reporters that the lighting industry is considered to be a profit-making industry. For a long time, the confusion in the lighting market not only allowed operators to suffer from the consequences of “non-standardization,” but also caused consumers to have great confidence in the industry. reduce. In the face of the fact that the price marking of goods is inconsistent with the actual transaction price, many consumers have expressed that due to their lack of understanding of the market, they are more practical in cutting prices.

Indeed, in previous transactions, the balance for measuring the price of lamps and lanterns was not the label but the psychological price of consumers. If you reach the deal, if you can't reach it, continue to cut it all the way. The merchants frankly stated that the original price of the imaginary bid was to drill this loophole. Some light fixtures are profitable even if they have been sold for as low as the price tag. In response, Su Hongmei said that the industry had previously proposed to implement "clear price", but this first step is really hard. Merchants are reluctant to give up profits, and it is difficult for sellers to supervise them, and consumers have already developed a habit of bargaining.

With the improvement of people's living standards, especially in the positioning of high-end large-scale stores, "low prices" are no longer the primary considerations for consumers when choosing products. "If the quality of the lighting is good and the price of the business is reasonable, consumers feel that this price is acceptable and they will no longer bargain, so that, to a certain extent, no one will condone the behavior of the virtual price of the business. Consumers are more practical, It's like shopping in a big supermarket," said Su Hongmei.

Illumination discounts are unknown Illusion of counterfeit goods There is a general confusion in the lighting industry. During the visit, the reporter found that "unclear discounts" are just a glimpse of the deep water in this lake, and they are even more magnificent. A phenomenon that many stores of the same brand appeared in one store, the banner of a certain brand store, and the creativity and design of the big brands were faked as “emerging” emerged in an endless stream. Businesses could easily be confused. Consumers have brought in one trap.

However, businesses also complained. "The luminaires will be replaced so quickly, and we will have to pay for installation fees, freight, depreciation, as well as housing, labor and after-sales services." A brand official told reporters that there are so many competitors and the price is high. Can not sell out, the price is low to make money, imitation products more consumers can not distinguish between true and false, it is really difficult to want to base. In this regard, Su Hongmei said that the implementation of clear and unobstructed prices does not mean that the brand has lost its way to making money. The rationalization of the quotation system can only be achieved gradually in the clear requirements of the price, and the competition between brands is not only the price, but also many The factors influencing the consumer's heart are the basis. Therefore, the clear price is the basis. The lighting product management, philosophy and innovation are the ultimate goals.

[long knowledge]

Clear-value "real" price and plain-mark "standard" price In the consumer's past experience, usually "clearly-priced" and "clearly-priced" confuse. As a matter of fact, the fact that prices are clearly marked in the industry is basically universal, which means that the price is marked in the form of a price tag, suspended or placed on the goods for sale. The unspoken rules of "not priced selling price" are not announced by everyone.

【sound】

Clearly, the actual price for consumers to promote the promotion of brand promotion In fact, the lighting market is no lack of sophisticated products, quality service. To allow genuine lighting products to surface, the above chaotic pattern must change.