——The current situation of the domestic market of Xiamen energy-saving lamps enterprises Xiamen is one of the three energy-saving lamp production bases and export bases in China. The annual production capacity of Xiamen energy-saving lamps enterprises accounts for 15%-20% of the total energy-saving lamps in China. Through a number of key barriers, we can break through the EU defense line and drive straight into the European and American markets. The product quality of Xiamen energy-saving lamps enterprises is well-known. In recent years, the EU has continuously offered anti-dumping investigations (tariff barriers), WEEE directives and RoSH directives (green technical barriers), almost to shut out Chinese energy-saving lamps. At the same time, raw material prices continue to rise and human resource costs continue to increase. Under the external disturbance, Xiamen energy-saving lamps enterprises actively seek breakthrough strategies, some set up factories to avoid switching taxes, and some adjust the export direction, and turn to some non-EU countries and regions such as Eastern Europe and Southeast Asia, and some enterprises try Taking advantage of the quality to enter the domestic market is often the hero of the anti-EU anti-dumping investigation, how is the current living situation in the domestic market? At the request of the readers, this newspaper conducted a comprehensive investigation on the status quo of Xiamen energy-saving lamp enterprises in the domestic market - Kunming, Yunnan: building materials supermarkets, "Firefly" as an energy-saving lighting brand carefully built by Xiamen Donglin Electronics Co., Ltd. Covers high-efficiency electronic energy-saving lamps and related energy-saving lighting products. In January 2000, it was stationed in Yunnan Building Materials Supermarket. The products are mainly sold in stores such as Carrefour Supermarket, Wal-Mart Supermarket and Metro Supermarket. According to Ma Ping, manager of the Firefly Lighting Office in Yunnan, firefly lighting entered the Yunnan market earlier, but has been selling in the building materials supermarket, not to do network channels, engineering channels and other outlets, sales are not much, Carrefour supermarket has 4 in Kunming Shop, the average monthly sales of this product is more than 20,000 yuan, the average monthly sales of firefly lighting in Wal-Mart supermarkets is 4000-6000 yuan, but the average monthly sales of firefly lighting in Metro supermarket is only a few hundred yuan, a total of Sales are between 30,000 and 40,000 yuan. At present, the main competitors of firefly lighting are Philips, Osram, Panasonic and other brands. According to Fan Hua, general manager of Kunming Huadeng Shijia Lighting Co., Ltd., he represented fireflies energy-saving lamps in November this year, mainly focusing on the quality of the products, accurate positioning and reasonable price. At present, the firefly energy-saving lamps display area of ​​6 square meters, monthly sales of 50,000 yuan. Nanjing, Jiangsu: China Resources Suguo supermarket sales are good According to the survey, the main stores where fireflies energy-saving lamps are stationed include Nanjing Huarun Suguo Supermarket and Nanjing Carrefour Supermarket. The main products are energy-saving lamps and light bulbs. The reporter learned from the promoters of China Resources Suguo Supermarket that since the firefly energy-saving lamps and bulbs entered the China Resources Suguo Supermarket, the sales volume of Huarun Suguo has been good due to the relatively stable product quality and new packaging. The main competitions of firefly products in China Resources Suguo Supermarket are Philips, Panasonic, Osram, Luyuan and other well-known brands at home and abroad. The reporter visited the China Resources Suguo Supermarket in Jiangdong South Road, Nanjing. The price of the firefly energy-saving lamp brand is as follows: 2U8W14.9 yuan, 2U5W small screw 16.8 yuan, 2U5W thick tube 12.3 yuan, 2U5W thin tube 15.5 yuan, 2U10W13.5 yuan 4U9W20.6 yuan, bulb 25W2.5 yuan; Philips 2U14W20.9 yuan, 3U14W26.9 yuan, 3U18W19.9 yuan, 3U11W23.9 yuan, 3U11W small screw 21.5 yuan, bulb 25W2.8; Panasonic 2U9W20. 5 yuan, 2U5W19 yuan, 3U8W21.5 yuan, 3U11W23.5 yuan; green source 2U13W, 9W, 11W10.5 yuan. Wuhan, Hubei: great market development potential In July this year, Xiamen fireflies landed in the Wuhan market, developing a business operator in the Hanlai lighting hardware and electric materials market, mainly promoting energy-saving lamps and ceiling lamps. According to Shi Gang, the person in charge of Wuhan classic lighting, the firefly products have been in operation for 5 months and there has been no quality problems. At the beginning of the selection of firefly management, on the one hand, the need for brand development, on the other hand, the emphasis on fireflies has always been export-oriented, and the quality of the brand products is trustworthy. It is reported that after the classic lighting of Wuhan to the firefly products, the company sent a salesman to develop the network. At present, it has developed seven distributors in Hubei; it provides appropriate preferential policies for the distributors, including the decoration of some outlets. Although the agency contract has not been officially signed with the factory, Wuhan Classic Lighting has invested human, financial and energy to develop the market, with the aim of increasing product sales. At present, the firefly factory support for operating lighting includes door slogans, advertising banners, and 2% rebate at the end of the year. In order to better expand the Hubei market, Wuhan Classic Lighting hopes that the factory can send a salesman to assist in the development of the city's Chang Shigang. In addition to the supermarket, the fireflies in the Hubei market are almost blank. He thinks that the fireflies are operational. The brand, so he most valued the development potential of fireflies in Hubei. Chengdu, Sichuan: Focus on building supermarket channels At present, supermarkets in Chengdu have Carrefour, Good and Many, Wal-Mart, etc., all of which have “Firefly†products for sale. It is understood that the time when fireflies enter the supermarket is much earlier than the time of entering the traditional lighting market. The statistics show that the efficiency of the supermarket is much higher than that of the traditional lamps. According to Wang Zhibin, the head of the firefly Sichuan general agent, the main product of the firefly is Energy-saving lamps, because the competition in the energy-saving lamps market tends to become hot, he has taken a different approach, starting with a supermarket with a large passenger flow, and then entering the traditional lighting market, which officially entered the lighting market in September this year, and then set up a firefly logistics center, and at the network. The construction and layout are mainly operated by the logistics center. At present, more than 10 sales outlets have been established in key cities in the province. Although the time when fireflies entered the lighting market was short, it brought certain difficulties to them to open up the market, but this did not hinder his development. The sales of fireflies in Chengdu this year were between 300,000 and 400,000 yuan, and the sales volume was still monthly. 20% increase in speed. Judging from the information of many return visits, there are still no problems in product quality and other aspects of fireflies. Compared with competitors such as Opt and Osram, the advantages of fireflies are mainly in light sources and ballasts, but they lack the propaganda of professional media. Nanchang, Jiangxi: Next year, the launch of the “Firefly†will be difficult to trace in the Nanchang lighting market. According to Ms. Huang, the head of the domestic marketing department of Xiamen General Factory, the Firefly brand was established in Jiangxi in March 2004, mainly in stores (supermarkets). Mainly, dealers are supplemented by the business philosophy, Nanchang City, Wal-Mart supermarkets, good and many supermarkets, Metro supermarkets, etc. are sold. The “Firefly†brand’s current market popularity and sales in Jiangxi still fall short of expectations. According to Ms. Huang, the promotion of 'Firefly' New Southwest Tour will be launched early next year. There are mainly price cuts, shopping gifts and on-site scraping prizes, etc. Buying energy-saving lamps has the opportunity to go to New Zealand to explore the fireflies. The promotion aims to increase the market visibility and sales of the Firefly brand. Miss Huang said: "Insist on the home lighting, humanized design, take the domestic (international) branding road is the market position of 'Firefly', and print the national free consultation service on the outer box to protect its after-sales Service.†Ms. Huang said that “Firefly†implements a national uniform retail price. The price of the ordinary 2u5w, 8w, 10w, 12w that the reporter saw in Nanchang Wal-Mart was 9.9 yuan; 3u10w was 13.9 yuan; 20w was 15.8 yuan. Tianjin: The average monthly sales volume is 30-40 million. According to Zhang Yue, the person in charge of the firefly lighting Tianjin office, the firefly lighting has officially entered the Tianjin market since July 2002. In the Tianjin area, the firefly lighting company directly sets up a logistics center to authorize fireflies. Lighting Tianjin office management market, the current firefly in Tianjin is mainly based on supermarkets, including: Wal-Mart building materials supermarket, Carrefour building materials supermarket, home world building materials supermarket, etc., in addition to the Tianjin market has developed 2-3 distributors. A general agent has been considered and is currently under negotiation. It is understood that this year, the average monthly sales of firefly lighting is between 300,000 and 400,000. Jinan, Shandong: Main sales of supermarkets limited In 2005, Jinan Meifuhua Industrial Co., Ltd. signed an agreement with Firefly, and Meifuhua was responsible for supplying large supermarkets such as Ginza to Jinan, RT-Mart and Wal-Mart. Firefly products are not seen in the general lighting market, but everyone is no stranger to this brand. At present, there is another domestic energy-saving lamp brand Qi Xiang that supplies to the above-mentioned large supermarkets. The price of Qi Xiang is slightly higher than that of fireflies. According to Lin Haiming, manager of Meifuhua Industrial Co., the firefly is made of a film-type outer packaging. Although this largely avoids the damage during transportation, the feeling is also raised to a higher level. The downside is that customers can't try it themselves when they buy it (and Chinese consumers value the trial experience of shopping), which is equivalent to shutting out some customers, so the annual sales are few About 10,000 yuan. Shenyang, Liaoning: Supermarket sales price is not high. Fujian Donglin Electronics' firefly brand energy-saving lamps are rarely seen in the Shenyang market. Only large supermarkets such as Wal-Mart and Pengrun Electric can see them. The reporter saw the firefly energy-saving lamps and the international brands such as Philips, GE and Osram displayed together at the Wal-Mart shopping mall Taiyuan Street in Shenyang. It is understood that although the firefly energy-saving lamps have characteristics in terms of appearance and product shape, the sales volume is not so optimistic. . The price of fireflies energy-saving lamps is relatively high, such as 2U5W and candlestick energy-saving lamps for 14.8 yuan, 3U20W energy-saving lamps for 13.9 yuan, color energy-saving lamps for 15.9 yuan, 9W spirals for 18.8 yuan, 15W spirals for 20.8 yuan, and 4U18W lotus lamps for 24.9 yuan. . Shandong Heze: Single channel sales are not large Shandong Heze Asia Lighting has been acting as a firefly energy-saving lamp since the beginning of this year. According to Wang Yinghua, the person in charge, although he has been authorized to act for nearly a year, he has been in the state of trial sales, because the sales volume is not large, and the monthly maximum is several thousand yuan. At the same time, the fireflies did not sell at the end of the market, the market factor can only enter 9 to sell 10, and the profit is low. Wang Yinghua said that the product quality and technical content of firefly energy-saving lamps are relatively high, and the packaging design is full of personality. It is also one of the top ten brands of national inspection-free products and energy-saving lamps. It is only the single channel and regional consumption level that restricts its development. It is understood that fireflies are the retail channels, which are sold in large shopping malls such as Wal-Mart and Carrefour. However, Wang Yinghua said that he is confident that the sales of fireflies will be carried out, and he plans to promote it in the major supermarkets in the city next year, and strive for more support from manufacturers.
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