照明行業在經歷了多年的高速增長以后,在2018年遇到瓶頸,LED照明行業也經歷了諸多的變動,破產倒閉、整合并購、材料漲價、開辟海外市場、個性化差異化發展、外企放棄國內通用照明市場等等,而這些形勢在2019年只會更加明顯突出。那么,照明燈飾行業在這非常微妙的一年又將怎樣發展?對照明電商又有那些影響呢?
一、2019照明燈具四大流行風口
1、北歐現代簡約風,在燈飾行業表現最突出的品類是現代燈。我們稱其為現代簡約藝術照明,這一點,在全球的家居、軟裝上兩年前已經開始漸成氣候,燈飾漸入佳境。
2、2018是銅燈盛年,而不是元年,幾乎全行業家家帶銅。值得警惕的是,銅燈可能會出現價格惡性競爭。一旦出現這種情況,銅燈就有做爛、成為下一個鋅合金品類的危險。
3、中式古典與中式現代會成為2019年第三大流行風口。中式古典呈現出更加博大精深的中式家居內涵,以其大氣、莊嚴、厚重的制造底蘊與文化底蘊征服著大批成功者;中式現代則融合了中式和現代兩大符號,表現出空前的時尚魅力。
4、智能照明:智能燈飾仍是未來發展重點,智能科技在未來兩年將有助燈飾業的快速發展。而2020年智能照明將逐漸走向舞臺。但智能照明究竟是賣產品、賣方案、還是賣模式?這是擺在企業面前的尖銳問題。
二、照明行業的電商情節
十年前,照明燈飾產品就開始在電商平臺銷售,但當時銷售業績并不理想;十年后,燈飾產品在電商銷售業績方面取得突破,但困難與瓶頸依舊伴隨,沒有遠離。以某貓商城為例,面對電商抵擋不住的誘惑,歐普照明、雷士照明、華藝燈飾、琪朗燈飾、奧朵等品牌紛紛在商城上開設了官方旗艦店。在“某貓家裝”輸入“燈飾”搜索,共找到三千多間店鋪,20多萬件相關商品,其中多為品牌直營店,產品包括吸頂燈、客廳燈、吊燈、壁燈等種類齊全。
無論是品牌“大咖”還是新興品牌,近年來,進軍電商領域的燈飾品牌數量越來越多,且其釋放的市場潛力以及呈現出來的發展速度也是出乎意料的。來自商城平臺的數據顯示,近年來,燈具燈飾品類的銷量總體上升趨勢非常明朗,發展成績喜人。
然而,從事照明燈具電商的專業人才過于稀缺,缺乏品牌化運作,電商平臺上的燈飾產品生產標準不統一;電商售后為非專業物流運輸、安裝,容易造成損壞,產生消費糾紛;同時,照明燈飾電商產品缺乏效果體驗,如果是單一系列產品將更難運營。
22.03%(241家) |
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8.04%(88家) |
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10.97%(120家) |
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1.65%(18家) |
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0.18%(2家) |
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1.19%(13家) |
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54.39%(595家) |
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14.26%(156家) |
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5.76%(63家) |
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0.27%(3家) |
2021年網(wang)(wang)(wang)(wang)站數據庫共收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)1094家(jia)(jia),其中小品(pin)牌(pai)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總(zong)比最多(duo),達到595家(jia)(jia),其次為(wei)(wei)品(pin)牌(pai)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)241家(jia)(jia),品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)156家(jia)(jia),京(jing)東旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)120家(jia)(jia),京(jing)東自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)88家(jia)(jia),京(jing)東特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)63家(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)18家(jia)(jia),蘇(su)寧旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)13家(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)3家(jia)(jia),蘇(su)寧自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)2家(jia)(jia)。
小編(bian)認為,如今燈具在家庭裝修中越來越受重(zhong)(zhong)視,照(zhao)明作用(yong)已無法(fa)滿足市民對生活品(pin)質的(de)追求,商(shang)家和市民都更(geng)講求燈具的(de)裝飾(shi)作用(yong),燈具更(geng)重(zhong)(zhong)節能、簡潔、實用(yong),LED燈銷量大增(zeng)、美(mei)(mei)式風格(ge)流行、中西元素混(hun)搭等趨勢(shi)。那照(zhao)明行業電(dian)(dian)商(shang)的(de)現(xian)(xian)實是(shi)什(shen)么?現(xian)(xian)實就是(shi):照(zhao)明電(dian)(dian)商(shang)發展的(de)前景與未來是(shi)“美(mei)(mei)麗(li)”與“光明”的(de),但(dan)現(xian)(xian)狀及(ji)過程(cheng)卻是(shi)“哀(ai)愁”與“坎坷”的(de)。而(er)這個過程(cheng)并非你看(kan)得清楚,有毅力、有耐力,就有好結果。