After the trial and consumption of the major household products, the monopoly of lamps and lanterns began to experience consumption. The major lighting brands not only combine lighting products with the living room space, but also let consumers experience the practical effects of the beauty and health lighting of the lighting decoration. Some lighting brands have begun to design, customize and match the furniture and accessories of the lamps. Play cross-border. Lighting brand opening experience area As the lighting brand becomes bigger and bigger, some market-conscious lighting brands are no longer simply displaying products, but fitting decoration, accessories and furniture in place, creating the overall environment of the home, allowing customers to go to the field. Feel the effect of lamps and home improvement. This kind of environment and atmosphere can make customers feel the beauty more intuitively, and it is easier to produce purchases at the same time and the choice is more accurate. Recently, when reporters visited the squatter lighting city, Shilihe Lighting City and Gaoli Lighting Harbor, they can see that in these lighting exhibition halls, in addition to the exhibition area and decoration, the lighting brand began to create an experiential shopping environment in the exhibition hall. . In the brand exhibition hall on the second floor of Shilihe Lighting City, Xinteli lamps are specially furnished with a bedroom. The main light source, auxiliary light source, light pool, wall lamp, table lamp and night light are harmonious and orderly. According to the staff, The layout of the bedroom lamps not only conforms to the lighting of the bedroom, but also reflects the characteristics of humanization and healthy light source in the light design. In the Science and Technology Lighting Exhibition Hall, the combination of crystal lamps and high-end beds, tea tables and chairs, tea sets, etc., also constitutes a comfortable bedroom and a harmonious tea room space. In the é“ åŒ— North North Fifth Ring Store, an independent duplex structure brand store was opened in the luxury designer lighting hall. These brand stores are large in size and almost all have a living space experience area. In August, MOOLLONA Beijing flagship store opened in the North Wuhuan Store in the squatter house. The flagship store was arranged as a scene-style overall soft-packed store in the lighting industry. The store uses a scene-like experience, and the lighting products are integrated with furniture and accessories. According to Liu Wanjun, the head of the marketing department of Shilihe Lighting City, Shilihe Lighting City is pushing the concept of MALL boutique. The lighting brands here almost all set up the experience space in the exhibition hall, which makes people feel the various performances of the lights. the way. Lighting brands are already in the home-integrated experiential marketing lighting industry, but they are not very popular. The industry analysts believe that the experience exhibition hall covers a large area, and it is necessary to have a special person to design the style of the exhibition hall, product matching and display, etc., and the comprehensive cost is high. But now, the lighting brand has begun to gradually extend the product line to home, jewelry, soft clothing and so on. The trend of lighting brands to match furniture or to design and produce furniture is becoming more and more obvious. In the exhibition hall of Huayi Lighting Brand of Shilihe Lighting City, the sales staff told the reporter that the furniture and accessories matched with the lamps are specially purchased and matched by the brand designers. How consumers like them can be sold with the lamps. Yuan Shiqiang, chairman of Zhongshan Qilang Lighting Factory Co., Ltd. told reporters that the integration of lamps and furniture is a trend, and Qilang will focus on the home integration model of lamps next year. Zhu Huan, chairman of Taichang Lighting, also pointed out that the current trend in the lighting industry is that the brand has entered the trend from mid-range to high-end design. The integration of lighting and furniture integration has become more and more obvious. Many international brands have begun to integrate into the lighting exhibition hall. Huang Jingmei, secretary general of the China Establishment Committee, said that Chinese lighting brands have begun to pay attention to product matching design, and seeking to cooperate with international artists to combine the artist's home works with lighting products has gradually become a trend. According to industry analysts, the cross-border purpose of lighting brands is to increase profits, but how to better integrate the categories of household products such as lamps and furniture is the problem that cross-border lighting brands need to think about. Cross-border products start from the perspective of consumers. From the point of view of consumers, the luminaires cross-border to make furniture and other extension products, you can directly see the effects of the lamps in the lighting store, even after the consumers see the overall effect, they will be directly The lamps and the household products that are matched with the lamps are bought together. This is undoubtedly the best result for the brand. From the point of view of the brand, the lighting brand cross-border overall home, nothing more than hope to rely on extended products to get more market cakes. It seems that it is not easy for a brand of lighting to cross borders to other household items. Judging from the cross-border products of the current lighting brands on the market, there are generally two ways: buy or OEM. Buying and lighting brands buy home products that are suitable for matching with lighting products from the furniture brand, and then sell them to consumers who come to buy lamps. It can be called the buyer model. Foundry is the lighting brand, please other furniture factories to produce their own special furniture, only in their own lighting showroom. The foundry model is no stranger to the home furnishing industry. The natural mattress cross-border furniture products also use the foundry model. However, it is also common for well-known brands to be on the black list in the national quality inspection. How can we guarantee the quality of foundry? Yuan Shiqiang and Liu Feng, general manager of Beijing Natural Wood Language Trading Co., Ltd. said that after the brand has conditions, it will produce its own extension products to ensure the reliability of the products.
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