In 2016, the Xinglong lighting market in Fengtai District of Beijing faced rectification. It is understood that after the rectification of the Xinglong market, some merchants intend to relocate to the nearby Bandung Huiyang. In the same period, Bandung Huiyang also received a notice from the local government that it could not accept merchants facing the market. In 2016, the Xinglong lighting market in Fengtai District of Beijing faced rectification. It is understood that after the rectification of the Xinglong market, some merchants intend to relocate to the nearby Bandung Huiyang. In the same period, Bandung Huiyang also received a notice from the local government that it could not accept merchants facing the market. Since mid-2015, Beijing has introduced four types of non-capital functions to give priority to the transfer of nearly 6 million people in the six districts. As a wholesale and population gathering industry, the lighting industry has become the first and foremost relief project. More than a decade ago, due to the needs of economic development, Beijing vigorously encouraged foreigners to start businesses, and the lighting market has sprung up. Nowadays, with the changes in policies and the environment, what kind of situation and challenges will the Beijing market face? ◠Origin period: Beijing lighting market originated in Fengtai District. The lamps and lanterns merchants in the four major shopping malls and roadsides as an early market prototype continued until 1996. The establishment of Fengtai Hualong Lighting Market officially opened the Beijing professional. The prelude to the development of the lighting market. Two years after the establishment of Fengtai Hualong, the North Fourth Ring lighting market was also established. The establishment of the two most influential markets at that time began to lead Beijing's transition from decentralization to concentration. ◠Turning period: In 1999, an important turning point in the Beijing lighting market. At that time, there were two important events in the lighting market in Beijing. One was the establishment of the Shilihe Lighting Market, which laid the symbol for the early high-end professional lighting market in Beijing. The second was the fire in Fengtai Hualong Lighting Market, which was established in 1996. It is understood that the fire area at that time was more than 6,000 square meters, causing economic losses of up to 10 million yuan. At present, most of the old merchants in the Beijing market have suffered losses in varying degrees in the event of fire in Hualong City. In the same year, there were some lighting companies in the north, and various professional non-professional markets were established during this period. During this period, the Beijing market was booming, even though many merchants lost a lot in the fire of Hualong, but it was good. In the environment, everyone quickly packed up their confidence and the market ushered in the peak of development. Luo Chugen, general manager of Beijing Zheshang Lighting Engineering Co., Ltd. said that since Beijing began to have a market in 1996, the market competition pattern has begun to open, breaking the era of profiteering. In 1999, the Hualong fire burned more than a dozen lamps and lanterns in Beijing, and the market at that time blossomed everywhere. ◠Laying period: During the period of 2005, the Beijing market entered a period of establishment. The Gaoli International Lighting Port of Fengtai Bandung Huiyang and Shilihe was established, forming the current professional lighting market in Beijing, Dongfengtai Bandung, Xishilihe, and North. Market pattern. At present, Beijing is the business area and the most powerful business, namely Taichang Lighting, Huangjia Lighting and Science & Technology International in Shilihe. After the crazy expansion in the past few years, with the downturn of the environment and the regulation of macro policies in recent years, some outdated and backward-scale markets are facing demolition, and the lighting market in Beijing will continue to deepen Dongfengtai. Long, the market pattern of the West Shili River. The bunching effect is obvious: Due to the influence of the commercial structure and transportation in Beijing, in the context of the obvious regionalization of urban functions in Beijing, the phenomenon of not being able to live in the group has penetrated into various fields. As a retail-oriented industry, the lighting industry is more obvious. The Shili River, for example, has concentrated on four lighting markets. Relying on the centralized store effect, the biggest advantage is that it does not require the merchants to make great efforts to promote and promote the customer, but also attract a large number of consumers. But it also caused local businesses to focus on retail, and the area of ​​the store became a core competitiveness. Therefore, even in the case of bad business, some businesses are still expanding their stores. High-end lanterns business dominates the market: Unlike other oligopolies in other prefecture-level market super-distributors, circulation products, NVC, and Opp, the phenomenon of the mainstream brand dealers in Beijing market and the control area are not obvious. A dealer who is good at product positioning will have its own market segment, which is also a manifestation of the relatively mature development of the Beijing market. In addition, the lack of personalized and product-oriented circulation products can not become mainstream consumption in the Beijing market, and the positioning of the high-end, personalized custom-made lanterns has become the mainstream of the market. Therefore, dealers with strength and influence are generally operating high-end lanterns. The consumption diversion is obvious: Regional protection has always been the basic policy for maintaining the relationship between manufacturers and distributors. In the home and home appliance industries, the protection mode of such channels has become more mature. The Beijing lighting market is in a leading position in the country, but the contradiction between dealers and manufacturers is still obvious. Consumers and designers directly skip the dealer link docking manufacturers, causing regional consumption diversions to occur. It is understood that 80% of engineering companies in Beijing will go directly to the manufacturers to buy products. At present, in terms of channel construction, there is still a big gap between lighting and lighting channels. Compared with the mature channels of the lighting brand, the most basic channel protection measures in the lighting field are not perfect. Industry experts said that in the field of lighting, the game status of dealers and manufacturers is still obvious, which shows that the channel model is still in the initial stage, and only the company's own brand, its own influence, after the company and dealers can standardize market. The macro situation is declining and encounters unprecedented market challenges: A brick can be sold in the Shilihe lighting market. This is a summary of the current situation of the Beijing lighting market before 2008. Throughout the development of the Beijing market situation, since 1999, the market has been booming, and businesses have earned a lot of money. They began to build teams and expand stores. In 2008, the downward pressure on the industry was obvious. Especially in recent years, the market competition has become more and more fierce, and brand contrast has gradually formed. In the past, the era of high profits and rapid development has gradually gone. Xu Lishan of Beijing Hengtai Xingmao Lighting Engineering Co., Ltd. said that from the second half of last year to this year, it was the worst business to do business in the past few years, and sales have dropped by 50%. Lin Xiuqiong of Beijing Xingxingguang Lighting Design Co., Ltd. said that in recent years, it has been the biggest threshold for lighting for more than 20 years. The power of the big environment is the biggest obstacle, which was not expected in the previous two years. It will never pass in a year or two. Lighting products become the core competitiveness: Beijing Hengtai Xingmao Lighting Engineering Co., Ltd. Xu Lishan has been the agent of Sanli brand since 2001, mainly engaged in circulation products. Since 2006, Ms. Xu has given up her original lighting business and started to switch to the lantern product. Ms. Xu introduced that in the case of price transparency, circulation products are basically only rebate profits. In 2006, it was converted from a circulation product to a lantern, which was a major change based on market demand. In fact, at present, in the major professional lighting market in Beijing, the main business is mainly lanterns, and several major dealers are operating high-end lamps. The main reason is that the price transparency makes the profit of the circulating light source lower, while the lighting category has higher operating advantages and profits due to its high-end consumption characteristics such as personalized customization. Therefore, the current lantern products are the main competitiveness of the market. Simple European and American styles become mainstream: At present, many domestic decoration knowledge comes from Europe and the United States, and European and American styles are relatively simple and become the products most designers love. Coupled with the rise of consumer power in Beijing after the 1980s, the combination of fashion sense and personalized European lights is modern and simple, and is popular among young people. According to the market, the trend of popular crystal lamps in Beijing has passed. Today, the popular European and American styles are simple and cost-effective. The development potential of the new Chinese-style lamps is huge: Li Shijie, general manager of Beijing Yiyun Renjia Lighting, told reporters that Beijing Chinese-style lamps sprouted in 1999. In recent years, the development of pure Chinese-style lamps has encountered a bottleneck period, partly because of the national anti-corruption. Advocating honesty has also suppressed some high-end consumption. Along with the improvement of people's living standards in recent years, health care, collection, Chinese studies, and cultivation of mind have become the pursuit of many people's lives, and they have incorporated more Chinese elements into people's clothing, food, shelter and transportation. Focusing on Chinese elements, matching the personal preferences of consumers, combining the simplicity of Western style with the concept of designers, it has become the universal pursuit style of designers in the past two years, and has also contributed to the new Chinese-style lamps to a large extent. The pace of development. ◠Challenge: Beijing Xiu Xingguang Lighting Design Co., Ltd. Lin Xiuqiong said: At present, Beijing is carrying out inventory work, and each district in Beijing has a mission to reduce population. Beijing local market creates less tax for the government, and the population of the field is large, resulting in poor management. Many small-scale markets have been eliminated. At the same time, under the unstoppable government behavior, the pressure of life of foreigners in Beijing will inevitably be greater than before, and the workers will face being eliminated, resulting in a situation of not recruiting people. At the same time, the reduction of the external population, the consumption potential of the entire market will continue to decline, which is a challenge that businesses are currently facing. ◠Prospects: Liu Changjian, Beijing Lililong Lighting Sales Center pointed out: At present, not only the lighting industry, many real economy are not bad, which is also to pay for the expansion in previous years. Nowadays, the market has reached an adjustment period, including the adjustment of the storefront and the adjustment of the consumer's own structure. Only when these adjustments are made, can we continue to move forward. Many people are talking about brand development. I personally think that the particularity of the lighting industry also determines that the lamps will be personalized. The development of brands is not very dominant. Because in the lighting industry, even if the brand is a small category, it is impossible to become a real consumer brand, so it does not have the potential to continue to expand.
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