Chengdu lighting market terminal price "spyware spy"
[Source: Gaogong LED's "LED Lighting Channel" magazine February issue / He Xingling] Recently, the reporter came to Chengdu West Light Lighting Purchasing Center, and encountered a surprising scene. A lighting store entered a batch of goods, the clerk is marking the price of the new goods, the reporter clearly saw that it added a "1" in front of the original price, the original 59 yuan of the lamp instantly turned into 159 yuan. Such behavior will obviously disrupt the normal market order. So, is this a case or a common phenomenon?
Dolly thin sales?
The reporter chats with the boss as a newcomer to the peer. The boss said that not only does his family label the price, but many businesses do the same. Now the price of the lamps has been very different, and in order to guarantee their own profits, they have to raise the price. In particular, LED products, all price points, of course, the profit is a little better.
He believes that the price will be raised first and then discounted, so that consumers are more acceptable. And now it's off-season, sales are not much. If you lower the price, then the lighting store should be closed.
Regarding the "secret" of price adjustment, he pointed out that for example, those lamps with a price of tens of yuan can be added with a zero at the back. For those whose purchase price is more than one hundred, the price is 3-5 times. . Price war is a business thing, businesses only need to do their own products. Moreover, how many are genuine on the market now? The price of a 3W ceiling lamp ranges from 75 yuan to 180 yuan, which depends on how you control it.
Such an unregulated market has never been questioned, so everyone is used to it.
Comparison of price of various lighting cities (take 3W ceiling light as an example)
"Spy Mission"
The market is not only confusing, but the price is even more confusing. For example, an ordinary LED lamp, the price is 200 yuan, the merchants on the grounds of discount, the price of 160 yuan. If the customer says that I am doing interior decoration, it is introduced by a certain friend, then the boss will be very enthusiastic to reduce the price to 80 yuan. The price of such “ups and downs†allows consumers to adapt.
The chaos of Chengdu's lighting market is an indisputable fact, and price chaos is a common problem in various markets. Although the price department requires the merchant to clearly mark the price, but the merchants have their own operating methods, the real transaction price depends on the ability of consumers to bargain.
The reporter found that the same lamp has the same selling method, the key depends on whether consumers have a desire to buy. Merchants first increase the price, and then sell it to consumers at a preferential price of 5-7 percent, obviously grasping the psychology of consumers "cheap and not good goods"; some consumers who do not understand the lighting market, especially some " Appearance Association, only the appearance of fashion and chic, sometimes the price is high, but willing to buy, the price is low, it is inferior products; there are some consumers to consult the goods in detail, between the purchase and not buy At this time, merchants use discounts, offers, gifts and other offers to attract consumers. Although these are promotional means, the price of the lighting market has become more and more opaque, causing headaches for consumers.
Philips Lighting dealer Mr. Yi told reporters that when the lighting has just entered the market, a 1.5W LED light, priced at 49 yuan, this price is equivalent to 4-5 times the ordinary energy-saving lamps, so many consumers stagger, Price is the most concerned issue for ordinary consumers. If the market price is too chaotic, it will inevitably make consumers feel at a loss.
The survey results show that the sales price of several lighting cities in Chengdu is chaotic, and the prices of the same lamps are far apart, so that consumers can't choose between the three. Mr. Gu, the dealer of Liangcheng Lighting, believes that the current lighting city is chaotic. First, there is no unified regulation and management regulations. Second, the business has not yet formed an atmosphere of honesty and management, and everyone does not abide by the market rules.
Standardize the market
Lu Xiangui, general manager of Chongqing Xuelun Technology, told reporters that the reason why the manufacturers in the lighting market dare to label the price is because the price of the lamps does not correspond to the main technical parameters of the products, the parameters are different, and the prices vary greatly. As the cost of technology advances, the price of lamps will tend to be the same, especially for LED products.
The relevant person in charge of the Sichuan Lighting Association has proposed the following three suggestions on how to regulate the market:
First, standardize the enterprise. Some companies have entered the LED market with the goal of quick success and instant benefit. They lack continuous investment and cannot concentrate on developing products. There is no good technical team to develop products, and there is no long-term planning for channels. This has become the main reason for the chaos in the LED market. It is best to cultivate a group of leading enterprises with comprehensive advantages locally. At present, there are many enterprises, but they are mixed and lack leading brands.
Second, the government continues to support. With the strong support of the government, even if the technical conditions are not mature, the products can not be promoted to a larger market, and the confidence of local businesses can be enhanced through government procurement. At present, low-cost LED lamps are flooding the market, and the production cost of LED lamps is basically above 20 yuan. Too low a price will inevitably have serious quality problems. In this regard, merchants and consumers are calling for the introduction of national standards, and only then will it be possible to gradually suppress vicious competition and end market chaos.
Third, the local lighting association will jointly rectify, strengthen publicity, and set up corresponding teams to be responsible for the regulation and management of the lighting market.
Dolly thin sales?
The reporter chats with the boss as a newcomer to the peer. The boss said that not only does his family label the price, but many businesses do the same. Now the price of the lamps has been very different, and in order to guarantee their own profits, they have to raise the price. In particular, LED products, all price points, of course, the profit is a little better.
He believes that the price will be raised first and then discounted, so that consumers are more acceptable. And now it's off-season, sales are not much. If you lower the price, then the lighting store should be closed.
Regarding the "secret" of price adjustment, he pointed out that for example, those lamps with a price of tens of yuan can be added with a zero at the back. For those whose purchase price is more than one hundred, the price is 3-5 times. . Price war is a business thing, businesses only need to do their own products. Moreover, how many are genuine on the market now? The price of a 3W ceiling lamp ranges from 75 yuan to 180 yuan, which depends on how you control it.
Such an unregulated market has never been questioned, so everyone is used to it.
Comparison of price of various lighting cities (take 3W ceiling light as an example)
"Spy Mission"
The market is not only confusing, but the price is even more confusing. For example, an ordinary LED lamp, the price is 200 yuan, the merchants on the grounds of discount, the price of 160 yuan. If the customer says that I am doing interior decoration, it is introduced by a certain friend, then the boss will be very enthusiastic to reduce the price to 80 yuan. The price of such “ups and downs†allows consumers to adapt.
The chaos of Chengdu's lighting market is an indisputable fact, and price chaos is a common problem in various markets. Although the price department requires the merchant to clearly mark the price, but the merchants have their own operating methods, the real transaction price depends on the ability of consumers to bargain.
The reporter found that the same lamp has the same selling method, the key depends on whether consumers have a desire to buy. Merchants first increase the price, and then sell it to consumers at a preferential price of 5-7 percent, obviously grasping the psychology of consumers "cheap and not good goods"; some consumers who do not understand the lighting market, especially some " Appearance Association, only the appearance of fashion and chic, sometimes the price is high, but willing to buy, the price is low, it is inferior products; there are some consumers to consult the goods in detail, between the purchase and not buy At this time, merchants use discounts, offers, gifts and other offers to attract consumers. Although these are promotional means, the price of the lighting market has become more and more opaque, causing headaches for consumers.
Philips Lighting dealer Mr. Yi told reporters that when the lighting has just entered the market, a 1.5W LED light, priced at 49 yuan, this price is equivalent to 4-5 times the ordinary energy-saving lamps, so many consumers stagger, Price is the most concerned issue for ordinary consumers. If the market price is too chaotic, it will inevitably make consumers feel at a loss.
The survey results show that the sales price of several lighting cities in Chengdu is chaotic, and the prices of the same lamps are far apart, so that consumers can't choose between the three. Mr. Gu, the dealer of Liangcheng Lighting, believes that the current lighting city is chaotic. First, there is no unified regulation and management regulations. Second, the business has not yet formed an atmosphere of honesty and management, and everyone does not abide by the market rules.
Standardize the market
Lu Xiangui, general manager of Chongqing Xuelun Technology, told reporters that the reason why the manufacturers in the lighting market dare to label the price is because the price of the lamps does not correspond to the main technical parameters of the products, the parameters are different, and the prices vary greatly. As the cost of technology advances, the price of lamps will tend to be the same, especially for LED products.
The relevant person in charge of the Sichuan Lighting Association has proposed the following three suggestions on how to regulate the market:
First, standardize the enterprise. Some companies have entered the LED market with the goal of quick success and instant benefit. They lack continuous investment and cannot concentrate on developing products. There is no good technical team to develop products, and there is no long-term planning for channels. This has become the main reason for the chaos in the LED market. It is best to cultivate a group of leading enterprises with comprehensive advantages locally. At present, there are many enterprises, but they are mixed and lack leading brands.
Second, the government continues to support. With the strong support of the government, even if the technical conditions are not mature, the products can not be promoted to a larger market, and the confidence of local businesses can be enhanced through government procurement. At present, low-cost LED lamps are flooding the market, and the production cost of LED lamps is basically above 20 yuan. Too low a price will inevitably have serious quality problems. In this regard, merchants and consumers are calling for the introduction of national standards, and only then will it be possible to gradually suppress vicious competition and end market chaos.
Third, the local lighting association will jointly rectify, strengthen publicity, and set up corresponding teams to be responsible for the regulation and management of the lighting market.
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