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"Japan-owned lighting companies in China" market survey of the Panasonic lighting articles
Among the foreign brands in the lighting industry, brands such as Philips, Osram, and GE have received much attention due to EU anti-dumping investigations and other reasons. In fact, there is a brand in the foreign brand that can not be underestimated, that is Panasonic lighting. Panasonic lighting came from Japan, and when Nissan mobile phones gradually faded out of the domestic market, industry professionals paid special attention to the survival of Japanese-owned lighting companies in the domestic market.
Beijing: too few product styles
Beijing Songxia Lighting Source Co., Ltd. was established in 1995, and its products include energy-saving lamps, T8 grille lamps, ceiling lamps, tooling downlights and so on. Adopt a channel model of agency + distribution. In the after-sales service, the ceiling lamp is delivered to the door within 1 year, and other products are repaired free of charge within 1 year. The dealers reflected that the quality of Panasonic lighting is excellent and the brand awareness is high, but its style is too small and the price is generally high. (金å®){HotTag}
Shanghai: Average annual sales of 2 million
Panasonic Lighting entered the Shanghai market in December 1998. It is represented by Shanghai Xinxia Electromechanical Material Supply Department. Panasonic Lighting operates under the general agency system. The three general agents are concentrated in Haojiajia, with an average annual sales volume of 2 million. Currently in the Shanghai market. The main competitors of Panasonic Lighting are Philips, GE, Osram and others. (Kong Jisong)
Tianjin: The distribution situation is not optimistic
It is understood that Panasonic Lighting currently has 5 distribution outlets in Tianjin. The main purchase channels of merchants are through Beijing's total logistics. Most of the merchants are mainly retail. Due to the high price of Panasonic lighting products, they are not suitable for ordinary consumption grades (currently Tianjin). The region is dominated by low-end and mid-range consumption, and the sales of various distribution stores are not very optimistic. (Cao Shuifu)
Hangzhou: Outstanding in the field of high-end ceiling lamps
Panasonic products officially entered the Hangzhou market in 1996. Up to now, there are 3 designated distributors in Hangzhou lighting market and Xiaoshan. The products are mainly switch and ceiling lamps, retail, wholesale and engineering. From the current operating years, sales and number of outlets of designated dealers, Hangzhou Chengxin Electrical Equipment Co., Ltd. is far ahead, and the company now has a specialty store in Hangzhou Lighting City. There are more than 20 distribution outlets in the province (that is, authorized sales outlets), with an average monthly sales of more than 600,000 yuan. According to Xu Junhong, the general manager of the company, it has been very pleasant to cooperate with Panasonic for more than ten years. With its excellent product quality, it has spared many after-sales worries. The brand is now highly regarded by many consumers. The reputation, especially the ceiling lamps, has been used by many old customers for five or six years, and it is unique in the field of high-end ceiling lamps. However, in the past two years, because the channels have not been effectively protected, the phenomenon of cross-selling goods has become more serious, the prices have become increasingly transparent, and the profits of merchants have become more and more secure (Hu Jianjun).
Linyi: dealers can transfer goods at will
Panasonic Lighting entered the Linyi Meteuo Lighting Store at the end of 2005. The actual distribution certificate was issued in April 2006 and is valid for one year. The person in charge of the mall has a light source factory in Shandong and a ceiling lamp factory in Jiangmen, Guangdong. Panasonic is mainly engaged in engineering in Linyi market, supplemented by retail. The exhibition hall is designed by the manufacturer for image design and unified image. At present, Panasonic Lighting does not have a stable distribution network in Linyi, and dealers can adjust the goods at will. Panasonic lighting is generally guaranteed for five years, and the merchants firmly believe that the quality of the products is excellent and will not be bad, so there are not many other services attached. (Huang Zhenzhi)
Changsha: General agent main ceiling lamp
In 2004, Changsha Junsheng Electric became the general agent of Panasonic Lighting Changsha City. According to Zhang Huike, the manager of Junsheng Electric Channel Department, Panasonic Lighting itself has a very high positioning and high price. The quality of Panasonic lighting products is reliable. Consumers used to replace the ring tube of the Panasonic ceiling lamp bought in the early 1990s. It has not been broken for more than ten years. The main products of Panasonic Lighting are ceiling lamps. Changsha also distributes Panasonic ceiling lamps and electrical products. Others such as energy-saving lamps can be purchased from manufacturers if needed, but Changsha is not ready for stock. Today, Panasonic Lighting has a dozen sales points in Changsha. In terms of sales, the Panasonic ceiling lamp is better than the main competitor, Philips Lighting. In the after-sales service, Panasonic Lighting basically does not need to return the goods due to quality problems, Panasonic lighting requires cash in stock, even the sample lights are based on the original price. (Wang Xiaofeng)
Nanning: sales are hard to break through
At present, Panasonic lighting products are mainly based on ceiling lamps in the Nanning market. The total distribution is operated in the form of a specialty store. At present, there are distribution outlets in two lighting markets and a building materials market in Nanning. The reporter learned from the general distribution of Songyu Electric Materials Co., Ltd. that the Panasonic distribution network has now radiated to the surrounding counties of Nanning. According to Li Hongbin, manager of Nanning Yihe Lighting Co., Ltd., a distributor of Panasonic dealers in Jurong Lighting Plaza, the current Panasonic lighting products in the Nanning market are mostly ceiling lamps. The price of the products is similar to that of Philips, but the price is too high compared to domestic brands. Mainly for high-end consumer groups, so sales are still difficult to break through. (Wang Zhiwei)
Fujian: Implementing special distribution system
The Panasonic brand entered the Fujian market at the beginning of 1994. The main products are electrician and lighting, and the sales of electricians account for a large proportion. Prior to 1999, the general agent system was implemented. Later, due to the separation of Stone and Panasonic, the domestic market began to operate by Matsushita Electric (China) Co., Ltd., which Matsushita owns, and implemented a special distribution system. Taking Fujian as an example, three special dealers are set up according to the region, namely Fuzhou, Quanzhou and Xiamen. Each special dealer can develop a secondary store to establish sales channels. It is understood that from the channel point of view, Fuzhou special dealer - Hongyi Long Electric has nearly 5 million sales per year, the number of secondary stores is 11.
The main competitors of Panasonic Lighting are foreign brands such as Philips and Osram. The electrician's competitors are in the high-end foreign brands such as Simon, Siemens and Legrand. (Liu Qinglong)
Shenyang: sales are considerable
Panasonic Lighting has entered the Shenyang market since 1996. It has two general distributions in Shenyang. One is the total distribution of light sources. It is located in Shenyang Zhangshi Lighting City, and the other is the distribution of lighting fixtures, Shenyang Jiesan Electric Co., Ltd. Panasonic has also established a branch office in Shenyang. At present, there are more than 70 distributors in Liaoning Province (except Dalian), and the network covers every market in Liaoning, including 3 Zhangshi Lighting City and 10 Chinese Furniture City. Other distributions in other scattered markets in Shenyang and second- and third-tier cities
According to Pan Longshui and Li Yun, the Panasonic dealers of Shenyang Zhangshi Lighting City, the quality of Panasonic's lighting products is very good, and the sales volume is quite impressive. According to the survey, the sales volume of Liaoning Province last year was almost twice that of Jilin and Heilongjiang provinces. Last year, the business was well managed and nearly 1 million. The average monthly sales of general merchants can reach 4-6 million yuan. This year, compared with last year, the sales volume has dropped. One is because the market has similar products such as Op, Langeng and other companies this year. The competition is fiercer than last year. Another reason is that Panasonic Lighting did not take into account the control of the market this year. The interests of some dealers, the establishment of a number of monopoly or business in the same market, formed a bad price competition in some aspects, resulting in a decline in sales. In addition, Panasonic Lighting has set up a special after-sales home repair service center in Shenyang, which is very timely for solving problems after the sale. (Feng Hui)
Changchun: Good product quality
Panasonic has been a very good brand in the Changchun market. It has entered the Changchun market since 1994 and has so far taken root in the Changchun market. Since August 28, 1998, Changchun Shishi Lighting Technology Co., Ltd. has signed a contract with Panasonic Lighting for the general agent of Jilin Province. So far, there are about 30 distribution outlets in the Jilin Province market. All Panasonic home lighting in Jilin Province is from reality. Lighting shipments. According to the person in charge of Changchun's lighting, Panasonic's lighting products are of good quality, but the price is 3-5 times that of similar ordinary brands. (Duan Huijun)
Harbin: high price and high quality retail
There is only one merchant in Harbin that distributes Panasonic lighting products. According to the person in charge of Harbin Juxing Lighting, they have done Panasonic lighting for nearly a decade. Because the price is higher than other similar products, they are mainly retail. Panasonic lighting products are of good quality and have not encountered quality problems for so many years. Other services have done a good job, so the brand has been represented. (Hu Yuanfeng)
Taiyuan: Quality is guaranteed, no problem after sale
Matsushita lighting products entered the Taiyuan market in Datong City, Shanxi Province in 1993. At that time, it was operated by Sitong Matsushita Lighting Co., Ltd., and is now operated by Heshang Lighting, mainly retail and engineering, supplemented by wholesale. At present, there are 8 distribution stores in Taiyuan, and there are outlets in the surrounding counties and cities, and more than 10 county-level networks have picked up the goods in Taiyuan. The annual sales volume of Panasonic lighting products of only the brand-name lighting store is about 2 million yuan. Since the quality of the products is guaranteed, there is basically no after-sales problem. In the engineering field, Panasonic's main competitors are Philips, Osram, etc., but Panasonic is particularly focused on the home field, and there is not much conflict with them. (Yuan Ying)
Zhengzhou: Wholesale business is difficult to do
Throughout the industry, there are thousands of brands. Many domestic large-scale brands favor the export market. However, the foreign brands Philips, Osram and Panasonic have paid more attention to the Chinese market, and they are also favored by consumers. Philips and Osram have obvious advantages. Panasonic storefront retail show style. In the past, there were only two or three stores in Zhengzhou, and now there are six store-in-shops in the three major lighting markets. Panasonic Lighting entered the Chinese market with Matsushita Electric Works. The unified authorization is: Matsushita Electric (China) Co., Ltd. Beijing Branch designated sales shop. According to the survey, the most popular products on the market in Panasonic Lighting are switches, sockets and ceiling lamps. The energy-saving lamps, lamp panels and downlights have no advantage in the market.
It is understood that to become an agent of Panasonic lighting, it is necessary to undergo a rigorous assessment. The merchant is required to have certain capital and resources, and can promise to complete the task before he can get the agency right.
Panasonic Lighting has very little support in advertising and marketing, but a manager is stationed in the Henan market, but it is rarely like the domestic brands to expand the market to taste customer relationships, work hard for the market expansion, just as a company agent "Send microphone" for "single" and "toll". However, it is understood that Panasonic's promotion strategy has been put in place. From time to time, they will launch one or two ceiling lamps to promote sales, which will drive product sales and enhance brand awareness.
Today, the price of Panasonic lighting is not very transparent, which is also the advantage of dealers to profit. It is understood that Panasonic dealers are from the Beijing head office at the lowest price, and then the dealers to sell according to their own circumstances, but the conditions can not be lower than the purchase price. Stone System Integration is the first agent of Panasonic and has been working with it for more than a decade. Manager Guo Xiuqin revealed that in the past, the company was doing it on its own. Now the original engineering agents have also come to the store for retail sales, and this year they have added agents, so the market competition is inevitable. There is a price difference in the competition. At present, the price of the products on the market is uneven. The dealers will report the sales price or the number of sales points according to the consumption level of each customer.
Manager Guo of the four-way integration said that Panasonic lighting is very expensive, but its quality is unquestionable. The reporter also visited several stores in Matsushita Lighting, and saw that more consumers specify their products. Because the price is expensive, and the agency requirements are relatively high, the city is generally more difficult to get the agent, so there is a small wholesale business of Zhengzhou Matsushita Lighting. Relatively speaking, sales are not coming up, and profits are mainly from storefront retail. Agents only hope to do more engineering. (汤艳新)
Xinjiang: The high price level leads to a cold market
Lifeng Lighting and Huaying Lighting are dealers of Panasonic Lighting. They only operate ceiling lamps and energy-saving lamps. In fact, there are quite a few Panasonic lighting products sold. The merchants said that they did not know whether the manufacturers had more channels to promote, and they did not have professional salesmen to sell Panasonic lighting products. According to reports, Panasonic Lighting operates in Xinjiang through the office, but the effect is not obvious. Both stores agree that the Panasonic lighting brand is good, the quality is excellent, the reputation is high, and the price is high, even higher than Philips and Osram. For example, the price of a 22W ceiling lamp is 500 yuan, and the price of a 28W energy-saving lamp is 200 yuan. The salesperson said that many people are scared away when asked about the price. Many lamp manufacturers in the market have also given a positive evaluation of the Panasonic lighting brand, but are not optimistic about its market prospects. Some people think that its price is high, consumers are difficult to accept, and some people think that counterfeit and shoddy products have a certain impact on Panasonic lighting. Therefore, the entire Xinjiang market Panasonic lighting can not escape the cold situation.
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