Industry over thirty years of development, up to today, the public is still very few well-known brands. This is of course with the industry the industry attribute the low degree of concern related to, but more important reason is that most lighting brand awareness is weak, they focus on the product and price levels of competition, not the brand, and cultural levels of competition. Of course, some companies want to do the industry well-known brands, but not permissive, less effective.
Lighting industry trends
Li Chen believes that the domestic brand companies do, besides the need to understand how the brand - "technical" level, but also to grasp industry trends - "Road." Future competition, rather than seize the opportunity to grasp the trend of the competition. Op, NVC, three male non-Aurora-known brands in these industries are not able to anticipate and successfully grasp of the industry trends.
Lighting companies in the future in order to brand and market something, you need to pay attention to three industry trends:
Trend: the market sink
The Chinese market is composed by the urban population and rural population of binary pyramid. All along, the total population of the urban population accounted for 20% of the main consumer position. In the lighting market, at the pyramid tip of the largely affluent Philips, Osram and GE, and other foreign brands rule; pyramid with the central accumulation of domestic brands, such as NVC, Op, three male aurora, the sun, Lonon and other brands; the bottom of the pyramid is filled with low-grade, cheap, inferior products, almost no brand at all.
With the urbanization of the rural population as well as national support for the rural consumer market, largely rural purchasing power of secondary and tertiary markets and gradually released. Farmers also have a brand needs. With the increase in purchasing power in rural areas, more and more consumers in the second tier market of lighting products from the past "are cheap, can be used on the line" to the pursuit of brand and quality. Secondary and tertiary markets large population base, demand, competition is relatively weak, which for some emerging market brands or effort into the first successfully implemented without the lighting business, is undoubtedly a golden opportunity.
Therefore, for the majority of backward brand, with great risk, put a higher price and foreign brands and domestic brands have already intense competition in line to snatch the market, it is better to forego first-line market, even from the second and third grade market began forty-five start walking route encircling the cities from rural areas. All-you-home home industry is a model for rural areas surrounding the market, and now all friends at home have been firmly in the county a firm foothold in the market, has taken a transfer of the capital city gravitropic level and pace.
Trends: Consumption Upgrade
Consumption upgrade includes two aspects: First, the external promotion of government forces; second is the internal driving consumer demand.
Lighting industry is a high energy consumption industries, resource consumption and waste is enormous. In recent years, the government began to strengthen guidance and support industrial upgrading lighting enterprises. 2010 will once again state subsidies to promote efficient lighting products 150 000 000 Deer, this huge cake will be divided 35 excellent lighting companies. This is the third consecutive year the State of subsidies for energy efficient lighting products, from the subsidy on the scale and the number of successful companies, are another new record high.
In addition to subsidies to promote efficient lighting products, along with the "city of ten thousand ten," and other projects, the state also led lighting products for the application of strong support. Urban landscaping, street lighting and other municipal services, infrastructure projects, keen to use LED lighting products, directly to feed a large number of LED lighting manufacturers. Policy on the lighting industry to convey the signal is clear, green and efficient will be the inevitable trend of future development of the industry.
LED lighting industry in China is changing the face. In addition to the increase in professional firms, the traditional lighting companies have introduced LED lighting products. What is more, the traditional LED lighting products have turned into products. "Now do not do on the behind, left behind will be beaten." Traditional lighting companies to issue such a sigh.
With the improvement of living standards of consumers, consumer demand for lighting products, lighting needs from the previous single to the fashion, taste, mood, intelligence, environmental protection and quality upgrade. Companies want to get rid of homogeneous product competition, consumer demand must be strengthened insight and research. To meet consumer demand is lower in the marketing, consumer demand is creating a high level of marketing.
For the lighting companies, the old leadership (government) support the decision of the corporate social resources; people (consumers) to support the decision of the company's market position. Therefore, how to seize the state environmental protection and energy saving lighting products and consumer demand for fashion, taste and individual needs, so that "old couple" satisfactory, will determine the speed of light and scale enterprise development.
About the consumer to upgrade the lighting industry's future development pattern. Op, NVC and other domestic brands if the leaders to seize this opportunity, and will likely sexually explicit, and Philips, Osram, battle the high-end market.
Trend three: mixed media communication
Many lighting companies are very confused, please Why spokesperson, the CCTV advertising hit, but the effect is generally the market? This is because they do not grasp the dynamic characteristics of propagation environment.
Since the inception of the Internet throughout the media environment has undergone enormous changes, communication has entered the era of mixed media. In the mixed media age, single, one-way communication form of indoctrination have become obsolete, replaced by a two-way communication transmission. How to use the Internet to spread the value of traditional media with the three-dimensional marketing, brand marketing will become an important lesson. A welcome, there are already a number of lighting companies are beginning to realize the important value of the Internet. NVC walk in the forefront of the lighting market. Commissioned in early 2010 NVC DM network of integrated marketing agency network of extension services began, the market response is excellent. Only marketing services SEO Optimization + Keyword this one, strongly occupied the users access to the Internet portal. Before, the store is basically selling 10 million / month (low season); 10-30 million / month (high season), network marketing is no turnover. Promotion, the only network marketing sales turnover increased in June to 7.5 million, accounting for almost two-thirds of sales of traditional stores, Internet sales only in mid-July sales turnover has already reached 50,000.
With traditional media, such as television, newspapers and other media, outdoor advertising costs have greatly increased, the gradual weakening advertising effectiveness, mixed media, will be the era of network communication with limited resources for small and medium sized lighting companies break through the spread of the channel brand.
Famous Japanese management guru Kenichi Ohmae says, than to seize the opportunity to grasp the important trends. Lighting industry is a promising industry, more than 10,000 in the existing enterprises, who first discovered and grasp the dynamic trend of development of the industry, then who is likely to rewrite the rules of competition in the industry to promote and upgrade the industry reshuffle.
