How has the lighting industry changed with Corona 19?
It has become a world of “untact” to find information that you can trust and your safety.
Written by : Jung-Bae Kim. Publisher & Editor. Lighting Critic.
In the world we live in, very little things often cause huge stools. A good example is that a small machine made by Apple's smartphone changed the world in an instant.
This is happening now. The main character of that change is'Corona 19'. In fact, the world before and after the outbreak of'Corona 19' has changed tremendously. In just a few months, Corona 19 has changed the world. The same goes for the global lighting industry and markets. How and what has changed in the global lighting industry and lighting market because of'Corona 19'>
Enters an “era of unlimited fear,” in which no one knows who is infected with “Corona 19”
People take care of “my safety” first, and a hygienic environment is the most important
Online, which does not require human contact, becomes the center of the lighting business
There is a saying, "I woke up in the morning after sleeping, and I became famous." This is a quote by Byron, an English romantic poet.
But, as Byron said, "After sleeping, the world changed completely" is happening now. What made this happen is the epidemic of'Corona 19'. The problem is that it is ourselves who are experiencing it directly.
It was on December 30, 2019 that the existence of an infectious disease called'Corona 19' was officially known to the world. In just one or two months since then, the world has changed completely.
Corona 19-infected patients and deaths poured out every day from all over the world. Many cities around the world have been blocked in order to prevent transmission between people. Even restaurants and supermarkets were not allowed to go freely. Numerous unemployed people have occurred. Students were not allowed to go to school. Companies started working from home.
There are three keywords that describe all these changes. It is the fear of the epidemic of Corona 19, the human instinctive desire to be safe from the epidemic, and the avoidance of contact between people. These three keywords are the cause of all social phenomena that have occurred since the outbreak of Corona 19.
Therefore, all social phenomena that appeared after the outbreak of Corona 19 are difficult to recover until the end of Corona 19. The surest way to end Corona 19 is to develop vaccines and treatments. Medical experts predict that when 70-90% of the population becomes immune to Corona 19, Corona 19 will disappear.
However, it takes a lot of time to develop vaccines and treatments. Experts say it will take a year or two to be very early. Not a few medical experts believe it will take five years. In general, it takes about 10 years to develop a vaccine.
These times are too long for companies that are in crisis within a few months if they do not generate sales and profits right away. Companies will shut down before vaccines are even developed. Therefore, all companies in the world must come up with measures to keep their companies in the face of Corona 19.
The first step is to accurately grasp the reality of the world that has changed due to Corona 19. And in that, the company must find technologies and products that can sustain sales. The following is a summary of the world that has changed since Corona 19.
◆Change 1: Online-oriented world has come.
The biggest change that occurred because of'Corona 19' is that the center of life and business has shifted from offline to online.
In response, Nielsen Korea, a market research agency that investigated social changes immediately after the outbreak of Corona 19, said, "With the spread of corona 19 confirmed and dead, there is an active transition (reversal phenomenon) between online and offline purchasing channels in Korea." Pointed out.
First of all, as of January 20, 2020, when the first coronavirus confirmed in Korea, the purchase of offline channels such as ▲ discount stores ▲ chain large stores ▲ association marts increased compared to the period before January 20, 2020, but the number of domestic confirmed cases From the last week of January, when it began to spread, restrictions and fears about going out were formed, and ▲ the form of purchase through online channels changed rapidly.
As a result, as of mid-February 2020, the number of online purchases increased by 28% compared to January, and the time spent on major online apps such as ▲Open ▲Social ▲Discount increased 19% compared to January (1-4, 2020). 5-8 weeks compared to parking).
◆Change 2: Sales of hygiene related items increased.
In the offline channel, where sales change was most rapidly revealed, sales of liquid soap and other hygiene-related items, which increased sales by 200%, as well as stockpile food products, were high.
In addition, in the items of airtight containers for storing food cooked at home, glass airtight containers increased by 26%, and coffee capsule products, which are favorite foods, increased by 154%.
◆Prospects for the future
Regarding these findings, Choi Kyung-hee, CEO of Nielsen Korea Connect, said in the future ▲ the instability of macroeconomic indicators, ▲ the contraction of the fast moving consumer goods (FMCG) market, ▲ the lifestyle patterns and consumption behaviors of consumers. It is expected to lead to change.”
In addition, he pointed out that "as social anxiety is spreading, consumers are gradually transforming into'Untact Home'." CEO Choi Kyung-hee said, "In light of this trend, it will be important to prepare a response in the short and mid-term to minimize the effects of consumption contraction."
◆ The changes that'Corona 19' has brought to the lighting industry
The key point that Nielsen Korea's research results show is clear. The three points are: ▲Safety ▲Uncontact, Contactless ▲Online shopping.
Summarizing these keywords, “People take the safety of themselves and their families most importantly in Corona 19. It also extremely avoids contact with anyone at risk of infection with Corona 19. Instead, they try to do everything online."
How this trend will be reflected in the lighting industry and lighting market is a very important part. As safety is emphasized above all, it is expected that sales of products that have been confirmed to be safe will increase. On the other hand, it is expected that consumers will ignore products that do not give confidence in safety.
Therefore, there is a growing need for lighting companies to prove that their company's product is a product that has secured COVID-19 and safety in use with solid evidence.
Regarding the “non-contact” trend, lighting companies should remember that online as well as the domestic market will absolutely increase the proportion of online. In this online world, you need to provide information about your product to people who buy it accurately and quickly. That way, you can earn the buyer's trust. This means that online business is driven by trust.
◆ How to cope with the'completely changed world'
The lessons that Nielsen Korea's survey data and results show to lighting companies are clear. It says, “Now the world is different. Consumers have changed. It is true that the consumption ice diet has changed”. Nielsen Korea also suggested the best way for companies to cope with these changes. That is, "The company has to change itself in line with the change."
Here is one point that the world's lighting companies should pay attention to. It means that all companies can survive only when they are chosen by the market and consumers. And the secret is to make products and services that the market and consumers want, and to supply those products at reasonable prices. In addition, when markets and consumers change, companies need to keep up with those changes quickly.
This means that lighting companies around the world should actively embrace the market, consumers and trends. This is the same as saying, "When the wind blows, you should look at the side where the wind blows, not the side where the wind blows."
<저작권자 ⓒ 월드라이팅뉴스 무단전재 및 재배포 금지>
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