The global economic recovery has prompted an increase in foreign orders, and the government has continuously introduced measures to support the development of the LED industry. For example, the spring breeze has dispelled the gloom over the LED lighting market. In 2014, it ushered in a full-blown situation and opened up a comprehensive LED lighting. Replace the prelude of traditional lighting. According to the relevant agencies, in the next two to three years, the LED lighting market is expected to complete the market penetration rate of 60 to 80.
Under the background of the development of this industry, some LED lighting companies have invited many star big names to endorse their products, and hope to build the brand's popularity in the shortest time. It is undeniable that although this method of burning money has a certain effect on building brand awareness in the short term, is it desirable to start the brand in this way? Recently, the reporter interviewed Mr. Liu Xiaoxiong, the vice president of Shenzhen Weiwei Photovoltaic Lighting Co., Ltd. and the general manager of the outdoor lighting sales center of LED Lighting Division.
Mr. Liu Xiaoxiong said that the LED lights currently accepted by consumers in the market are mainly produced by traditional lighting companies with certain brand awareness, while some of them have cost-effective LED lights, because consumers are aware of emerging brands. Not deep enough to achieve the desired level of popularity. Traditional lighting has been influential for many years because of its accumulation. Therefore, it is normal for consumers to rely more on the quality of their products when the inferior LED products are flooding the market. However, the products of traditional lighting companies are generally positioned at the middle and high end. Before they have a deep understanding of LED products, ordinary people generally do not spend so much money to purchase these products. And this is the opportunity for emerging lighting brands to start branding to gain market share. Although Maixing Lighting is positioned as a mid- to high-end brand, our mid-to-high end refers to the high quality of the products. High cost performance is one of the core competitive advantages of Maixing lighting products. With the excellent full service capability and correct market strategy, Maixing Lighting has achieved very good performance as soon as it enters the domestic market, and has been recognized by many consumers. sure! When Liu Xiaoxiong talked about the current situation in the market, he was confident in the development of Maixing Lighting.
As the market economy matures, the signs of brand strength and product quality assurance become more and more obvious. The higher the brand awareness and reputation of the company, the more market share it has seized. The height of the brand needs time to accumulate, and the company needs to be step by step. At the dawn of the new era of LED, we can often see the news of the star brand's endorsement of a certain LED brand on the website, newspapers and TV. The enterprises that have transformed, entered, and fought in the market started to burn money in order to start the brand. So, the more you invest, the bigger the income? Liu Xiaoxiong said that in the initial stage of brand promotion, advertising can indeed have a certain effect, but if the brand wants to be recognized by consumers for a long time, LED companies need to exert their own positioning and tactics. In the process of building the brand of Maixing Lighting, Weiwei Co., Ltd. focused on the improvement of the cost performance of its products and the supporting ability of its services, which is the most basic and core element of the brand.
Brands represent the strength and culture of a company, and companies with brand awareness and reputation will have a greater chance of winning market share. The formation of a brand takes time to precipitate, but different companies use different time in building a brand, depending on the positioning and tactics of the company. In the process of building a brand, enterprises can actively use various media to promote, and also think about how to quickly achieve a strategic layout by point. Before choosing a big-name celebrity endorsement, we must first measure the enterprise. We must fully consider whether the company has sufficient funds to support high-end endorsement fees. Can celebrity endorsements bring long-term profit, and whether the company's products have core competition that can impress consumers? Advantage. If there is no cost-effective product and matching quality service as the basis, then the famous star and the best channel model can not help the company to make a profit.
The overall outbreak of the LED lighting industry is, in the final analysis, a contest about brands. The brand and the king of the brand will eventually reflect the advantages and disadvantages of LED lighting products and whether the service is advanced. In other words, products and services are the basic elements of building LED brands. Future products will be more personalized and intelligent, which is one of the most respected and respected principles in every industry. In the future, people's requirements for lamps are not only in lighting, but also in the display of their individuality and the quality of life. Liu Xiaoxiong pointed out that in the future, LED lamp products will become more personalized and intelligent, and this wave of technological innovation will bring more space and market for LED lights.
Since traditional lighting companies already have strong brand influence and product research and development capabilities, their products are more likely to be recognized by consumers after turning to LED lighting. Since most of these companies' products are positioned at the mid-to-high end and the prices are relatively high, many ordinary people have more than enough energy. Accordingly, Mr. Liu Xiaoxiong suggested that emerging LED companies should seize this opportunity, in the process of building LED lighting brands, not only must consider the popularity, but also consider the brand's reputation. It is necessary to clearly understand that popularity is only a cognition, and reputation is a necessary condition for the increase in product sales. LED companies should formulate effective promotion methods according to their own development goals and positioning, highlight corporate brand elements, and promote and pave the way around core competitive advantages. More importantly, we will continuously improve the competitive advantage and service capability of our products, and actively build and maintain channels to achieve the goal of seizing more market share.
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