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(er),從事照明燈(deng)具(ju)電(dian)商(shang)(shang)的專(zhuan)業人才過(guo)于稀缺(que)(que),缺(que)(que)乏(fa)品牌化(hua)運作,電(dian)商(shang)(shang)平臺上的燈(deng)飾產(chan)品生產(chan)標準不(bu)統(tong)一;電(dian)商(shang)(shang)售后為非(fei)專(zhuan)業物流運輸、安裝,容易(yi)造成損壞,產(chan)生消費糾紛;同時,照明燈(deng)飾電(dian)商(shang)(shang)產(chan)品缺(que)(que)乏(fa)效果(guo)體驗,如果(guo)是單一系列產(chan)品將更(geng)難運營(ying)。
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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) |
0.27%(3家) |
2021年網(wang)(wang)站數據庫(ku)共收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)1094家(jia)(jia)(jia)(jia),其中小(xiao)品(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占(zhan)總比最多(duo),達到595家(jia)(jia)(jia)(jia),其次為(wei)品(pin)牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)241家(jia)(jia)(jia)(jia),品(pin)牌(pai)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)156家(jia)(jia)(jia)(jia),京東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)120家(jia)(jia)(jia)(jia),京東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)88家(jia)(jia)(jia)(jia),京東(dong)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)63家(jia)(jia)(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)18家(jia)(jia)(jia)(jia),蘇(su)寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)13家(jia)(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)3家(jia)(jia)(jia)(jia),蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)2家(jia)(jia)(jia)(jia)。
小編認為,如今(jin)燈具在家庭裝(zhuang)修(xiu)中(zhong)越來越受重視(shi),照(zhao)明(ming)作用已(yi)無法滿足市(shi)民(min)對生活品(pin)質的(de)(de)追求(qiu),商(shang)家和(he)市(shi)民(min)都更(geng)講求(qiu)燈具的(de)(de)裝(zhuang)飾作用,燈具更(geng)重節能、簡潔、實用,LED燈銷量大增、美式風格流行(xing)、中(zhong)西元(yuan)素混搭等趨(qu)勢。那照(zhao)明(ming)行(xing)業電商(shang)的(de)(de)現(xian)實是(shi)什么?現(xian)實就是(shi):照(zhao)明(ming)電商(shang)發(fa)展(zhan)的(de)(de)前景(jing)與未來是(shi)“美麗(li)”與“光明(ming)”的(de)(de),但現(xian)狀及過程卻是(shi)“哀愁”與“坎坷”的(de)(de)。而這個過程并非你看得清(qing)楚(chu),有毅(yi)力(li)、有耐(nai)力(li),就有好(hao)結果。