Tianjin lighting consumption still has potential In addition to one or two lighting markets in Tianjin, other lighting store business is currently not ideal, so some people think that Tianjin lighting consumer demand has reached saturation, in fact, this is a debatable judgment. The author believes that there is still potential for lighting consumption in Tianjin, and there is still room for development in the lighting market for three reasons: First, the population of Tianjin is about 8 million, and the existing lighting stores are not very large (of which: the southern lighting city is about 20,000 square meters; Pinghe decorative lighting city is about 10,000 square meters; the lighting area of ​​the Bohai Sea home building materials market is about 8,000 square meters; the three decorative lighting cities are about 3,000 square meters), and the four lighting stores are only 40,000 square meters. The capital Beijing more than 10 million people, not much more than Tianjin, but currently there are more than 10,000 square meters of lighting stores, plus a number of 3,000-5,000 square meters of lighting stores, the total operating area of ​​more than 100,000 square meters, is Tianjin is more than doubled and can survive. Second, Tianjin's urban construction has accelerated. In particular, the country regards Tianjin as the “Shanghai Pudong†in the north, giving the region a policy tilt. Tianjin's future development is boundless, and it will certainly bring strong demand for lamps. Third, because the overall level of the Tianjin lighting market has a certain gap with the Beijing industry, it is not excluded that some customers will be diverted to the Beijing market. If the Tianjin lighting market develops to a higher level, its store environment, lighting styles and services will be large. If you improve, you can attract this part of your customers. In general, although Tianjin's current consumption of lamps is lower than that of neighboring Beijing, in the long run, there should be no big difference in its potential consumption capacity. Tianjin Lighting Store has a number of southern lighting cities. It has a history of nearly 10 years and covers an area of ​​20,000 square meters. It concentrates on some major brands, and the parking lot is spacious and has a high reputation. Because it is a state-owned enterprise, the receptor system is limited, and management flexibility is relatively small. Pinghe Lighting City was launched in 2004, covering an area of ​​over 10,000 square meters. The parking lot is also large enough. It has experienced the difficult period of Dongxing overpass bridge repair. It has now entered the fast lane of development. Through various means, it will have certain The large-scale lighting business of the strength and scale has been introduced into the market, and has gradually become a new distribution center for Tianjin lamps. Pinghe Lighting City is a private joint-stock enterprise with flexible system, advanced management concept and great development potential. The Bohai Sea home building materials market is a comprehensive store. The lighting is just one of the smaller ones. The area is about 8,000 square meters. Because it is in the bustling area of ​​Hexi District in Tianjin, the business is not bad, but the biggest problem is the lighting store in the market. The third floor, combined with the integrated home market, has constrained the development of its lighting stores. The old-fashioned home building materials city sings - Dengfa Decoration City, has now developed to three, one of which is located in the Hedong District Pinghe Lighting City and the Southern Lighting City, separated by Dongxing Li, the entire market is extremely The big impact, most of the merchants in the lighting store of about 1000 square meters have already been scattered. The remaining two decorative city lighting fixtures each have an area of ​​only 1,000 square meters, and the business is also general, which is not enough to pose a big threat to the above three lighting stores. The layout of several lighting stores in Tianjin is quite special. The largest lighting store, Pinghe Lighting City and Southern Lighting City, are located on the left and right sides of Dongxing Overpass in Hedong District. It is a bit like Beijing's Shilihe Home Building Materials Street. It has a strong agglomeration effect. The future competition has taken the lead. "PK" in advertising and promotion in the old and new lights city At present, the competition in the advertising market in Tianjin is mainly reflected in the "PK" of Pinghe Lighting City and another old-fashioned lighting city. Pinghe and the old-fashioned lights have a tall triangular billboard in front of the city. The old-fashioned billboards on the city are “buy lamps, find the sourceâ€, and Pinghe’s billboards are “to create a new aircraft carrier for Tianjin lampsâ€. The old-fashioned lights city has invested in certain advertisements in Tianjin traffic station and newspapers, and Pinghe Lighting City has made a new way to make a lot of advertisements on bus body and traffic signs. At the same time, the mainstream media in Tianjin, "Tonight" and "City" Express News has a higher frequency of newspaper advertising. This year's "May 1" Golden Week, various markets have promotional activities, Tianjin mainstream media is also widely advertised, Pinghe Lighting City in May launched a "gift gift" large-scale awards promotion activities for a full month The special prize is RMB 10,000, and only 2% of the merchant's fee will be charged in the first ten days. Any fees will be waived in the middle and late tenants. During the period, Pinghe Lighting City also interspersed with public welfare activities such as “free use of old incandescent bulbs for energy-saving lamps†and achieved good results. The popularity in May was basically the same as that of another old-fashioned lamp city. One is the "old" lighting market, and the other is the "new" with great development potential. From the fierce competition in the two advertisements, you can smell the strong "gunpowder flavor". In this advertising war, Pinghe seems to have a slight advantage, but The author believes that the orderly competition between the two sides will help to improve the level of the entire lighting store in Tianjin. (Text / Beijing Shilihe Lighting City executive deputy general manager Hu Chunming) (this article is the author's point of view, does not mean this newspaper is always)
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