In order to understand the current product sales characteristics and target consumer characteristics of hardware terminals, to find out the demand orientation of hardware store owners, and to provide decision support for the company to develop hardware terminal channels, Opal Lighting has conducted this national survey. The survey was conducted on May 7, 2008, May 10, 2008. The survey was conducted by hardware store owners in various regions. The surveyed areas included Chongqing, Shenyang, Tianjin, Xiamen, Wuhan, Shanghai, Chengdu, Hangzhou, and Beijing. 161 copies.
Sales characteristics, low brand concentration
As a building material grocery store in a certain sense, the hardware store is all-inclusive in building materials and accessories. In the energy-saving lamp hardware market research, 95% of the shop owners reported feedback on sales of energy-saving lamps, followed by switch sockets (87.58%), light pipes (80.12%), and common tools (screwdrivers). , pliers) 72.05%, lamps (63.35%), faucets (62.73%) and so on. The proportion of plastic pipes such as PVC pipes, range hoods and washing machines has exceeded 50%, and the variety of hardware stores is evident. The switch is a must-have item in the hardware store, and nearly 90% of the hardware stores will display the switch into the store.
In the ranking of the popularity of light source products in hardware stores, energy-saving lamps have obvious advantages. Straight-tube fluorescent lamps and incandescent lamps also occupy a large market, while electronic transformers and halogen light sources are relatively poor in hardware channels. The replacement of energy in the electronic transformer is more troublesome than the lamp. After the new luminaire electronic transformer is broken, it is basically necessary to return to the place of purchase to replace it. When the electronic transformer of the old luminaire is broken, most of them will be treated with the whole lamp scrapped, and the method of replacing the electronic transformer is less. The halogen light source is mainly in the decorative position in the home environment, the frequency of use is relatively small, and the probability of damage and replacement is greatly reduced.
Judging from the current brand characteristics of hardware outlets, the brand concentration of the first-ranked light source sales is quite scattered, and it presents very obvious regional characteristics. With the exception of Philips, the mention rates of other brands are very low (of the 61 brands mentioned, 56 brands have fewer than 5 outlets, and most of them have only 12). The regional characteristics of the brand with more than 5 mention rates are also very obvious, such as the small genie in Tianjin, the northeast, the Tongshida in Xiamen, and the Battis in Chongqing.
Overall, the brand concentration of hardware channels is very low, including OSRAM and GE, which are rarely mentioned in the hardware channel. The market space is relatively large, but the distribution costs will remain high. The star-studded hardware outlets force more SMEs with limited resources to choose to break through in a certain local market and form a strong brand in the region.
Consumer demand purchase demand is very clear
As a replacement accessory market, hardware terminals are the focus of this survey on who is at what time and what kind of trading conditions to use to complete the purchase process. According to statistics, the age of consumers who replace bad or old home light sources is concentrated in the age of 20-45. Among them, middle-aged men aged 30-45 will choose to be in the nearest range (more than 1 km), choose a hardware. Shop as a point of purchase. Most of them do not have a clear brand direction, mainly based on store owner introduction and price orientation, but their purchase needs are very clear. If they choose to buy energy-saving lamps, most people will choose to buy an 8-20W energy-saving lamp with 5-10 yuan. Because they occasionally buy some switches and hardware accessories, their single purchase amount is more than 64,175 yuan.
Usually, such consumers think that the price of hardware outlets is cheaper than the price of the professional market, and because of the small amount of single purchases, they are not willing to work hard, and easy access is the second factor in their choice of hardware outlets. Similar to convenience stores in the department store. For the time being, they will not pay attention to whether there are gifts, whether there is a good store display, and even have no requirements for after-sales service. In the case of certain quality, they pay more attention to the price. If possible and necessary, they will also pay attention to whether For branded products.
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