LED companies need to pay attention to three major events

The person in charge of BYD said in an interview with reporters: “These two years will be our brand year and channel year, and the focus of the construction will also be on brands and channels.” With the full launch of the LED lighting market, in order to welcome a new round With the growth, more and more powerful, long-term vision companies have focused their strategic focus on brands, channels, and routes that focus on market segments. Indeed, if all these aspects are done well, it will represent that the company will go further in the new round of lighting revolution.

Plastic brand

Brand building is a long-lasting process, which is closely related to the company's product quality, channel construction, and after-sales service.

The number of companies in this year's Guangya Exhibition has decreased by 10% on the basis of previous years, but the company's booth is more than a big one. Admittedly, the exhibition is not the best way for companies to promote the brand, but in the LED lighting public brand Almost in a blank space, companies have become more and more aware of the opportunities of brand promotion through various opportunities. LED lighting has stepped into the era of creating "brands."

In today's lighting market, the brand seems to be a "patent" of large companies. In particular, traditional lighting companies have accumulated for years of brands and channels, and they have become more popular in the minds of mass consumers. Compared with traditional lighting, LED is also a new industry. It is not surprising that the lack of branding leads to lack of brand. After two years of development, many companies have already had a corresponding brand awareness.

More and more LED lighting companies began to focus on brand promotion, such as the Firefly Group requested Li Bingbing as a spokesperson, and continuously on CCTV to continue advertising, such measures so that the public consumers have a preliminary understanding of LED lighting companies . In addition to the continuous efforts in advertising, in the lighting industry gathered in SMEs, listed companies are clearly a favorite object, after all, listing can increase corporate brand influence and enhance the brand's social credibility.

Especially in the era of distribution of channels by major companies, dealers are also more willing to choose products with good brand, good quality, and good reputation. Brands are also one of the important factors for whether companies can successfully open the agency market. However, brand building is a long-lasting process, which is closely related to the company's product quality, channel construction, after-sales service and other aspects, which also requires LED lighting companies in the brand's long-term continued efforts to increase.

The future market definitely belongs to the era of brands. In the midst of fierce competition, small and medium-sized enterprises in the cracks will only be marginalized in the future if they only care about survival and have no time for brand building. At the same time, the real brand can not surface, but to sink to the entire terminal channel, accepted by the average consumer, this is the basis for the brand's survival.

Extension channel <br> <br> now a bit size businesses are seeking to open up the channel construction, in order to seize market access opportunities.

In the past two years, channel construction has been put on the agenda by many large-scale LED lighting companies, and distributors have been invited to hold recruitment conferences nationwide. National Star Optoelectronics, Rectangular Lighting, TCL, Sanxi Aurora, and Mulinsen have spent time in channel layout. The actions on the side can't be underestimated. And as a distributor now happens to be the best opportunity to seize the brand cooperation. "If you do not start early, in the future, good brands are represented by others, there will be no us." A dealer revealed.

It is understood that the channel's online shop target is 1,000 in 2013 and it will reach 5,000 by 2015. The transformation of traditional lighting companies LED's three male Aurora in the LED sales channels, and now the provincial agency expansion to 300, the ongoing investment work is still under construction.

Mu Linsen extending downstream from the package is very effective in promoting the “Light Source Family” brand, and has recently actively introduced various preferential measures to attract investment, such as providing preferential policies for distribution and joining partners and related training support in the brand. The publicity has invested huge sums of money to build brand power, and through various forms of channel terminals to strengthen interaction with customers.

The development focus of Thorne's "Brilliant Times" program is to focus on and train franchisees. The franchisees will receive a full range of products, market information and technical support from Thorne Lighting. At the same time, it pays close attention to the invisible channels and brings together designers and terminal companies. Through the mode of joining, all partners in the value chain of the affiliate program can work closely together.

LED lighting manufacturers also expressed that they must expand more agents in the country to provide customers with a complete standard commercial lighting.

Despite the different forms of channel expansion, channel warfare is like brand warfare. It requires long-term fixed investment and is a game that tests perseverance and endurance. Without continuous investment, it is impossible to truly build a channel. In particular, current LED products are not completely channel-type products, and the form of outlets for construction channels has not been able to achieve immediate results.

In addition, companies must do their best to select channels for distribution. Large-scale, well-funded enterprises can be deployed nationwide, while medium-sized companies can focus on engineering, while small businesses can focus on individual projects. In short, you need to find a channel model that suits you.

Focus on market segments <br> <br> competition gradually clear and stable, large-scale enterprises have begun to emerge and dominate the development of the industry. The phenomenon of “homogenization and price-fixing” has become increasingly serious. Then, in the face of a more fierce competitive environment in the future, how will SMEs seize a place?

“Only a clear positioning can be achieved by digging three feet in the market segments.” An industry expert stated that the practice of greed for perfection and lack of clear positioning makes it difficult to reflect the company’s core competitive advantages, and consumers are choosing At the time, it is also very difficult to distinguish.

LED lighting has entered the era of subdivision competition, such as replacement of the bulb market, outdoor lighting, commercial medical lighting, office lighting, industrial lighting and other LED lighting potential development market. Many companies are very clear about their positioning and are starting to take the path of specialization. For example, the current flagship products of Fujian Wanbang Optoelectronics are bulb lamps and tube lamps. In the area of ​​home lighting as a whole, small businesses are subdivided into LED cabinet lighting only, and a small number of companies specialize in hotel lighting or commercial super lighting.

In addition to the general lighting market, for some medical and agricultural sub-markets that exceed lighting, there will be relatively little competition, and companies will have more room to play. For small and medium-sized enterprises, if they can achieve the ultimate in a certain area, they will become NO.1 in this field. Large companies are often unwilling to spend more energy to develop such market segments. This is also for small and medium enterprises. Businesses win the championship to increase their chances.