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Because of the arrival of the WeChat era, many WeChat groups have been drawn in the near future. Every day, there is still overwhelming industry information, and the most popular ones are: 1. E-commerce; 2. Promotion; 3. Channel expansion mode; 4. Products; 5, technology; 6, prices come and go are channels, products, policies and other specific examples of how to share with each enterprise and how to do it; in fact, from the blogs of previous years to the past two years of Weibo and now WeChat, the lighting circle has accumulated a large amount of industrial information that can be learned and learned. In recent years, children’s shoes that have been engaged in the lighting industry have also collected, summarized, summarized, visited, exchanged, learned, and integrated. It has also become an expert in proficiency in lighting; this is a good thing, because the information is developed and highly transparent, the industry no longer does things with old experience, but gathers more wisdom, a broader vision, innovative thinking and more. Large platforms to plan and implement overall planning;
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For me who has been engaged in the lighting industry for more than a decade, maybe the thinking is a bit stubborn and rigid, and there are many things that I don't agree with. I also constantly reflect on myself: Is it simple to do lighting? Ask TCL, the United States may have a bitter bitterness; ask NVC, Op, Sanxiong Aurora, Sunshine, Foshan Lighting will have troubles in transformation; ask Philips, Osram, GE will have technical and time helpless; ask Mulinsen , Changfang, Yiguang, Guoxing will have bitter growth; ask Sanan, Jingyuan, Samsung, Sharp, Citizen, Cree, Puri will have market breakthrough confusion; ask some lighting designers to face the owners There will be too many helpless griefs. Of course, there are some companies that do a lot of things, such as doing single items, doing OEM, and doing comprehensive planning. Here we only summarize the most common problems at present; in fact, lighting is the whole A general term for the industry; from hardware, chips, power supplies to light sources and even lighting products, from the light source, outdoor, indoor, decorative and other product lines, from enterprises, distributors to professional service organizations, the entire industry chain will have There are too many subdivided market spaces with various operability; however, lost in competition and confused in development, this has always been a common problem for many companies.
How to improve the value of lighting is a question that it constantly thinks about, including: 1. The development direction of the enterprise and the planning and deployment of short, medium and long-term; 2. Brand positioning, appeal, communication and formation; 3. Each of the products given by the product positioning The integration of competitive advantages; the ability and characteristics of enterprises can support and carry the selected channel channels, as well as the comprehensive support and operation guarantee of services; in fact, the influx of new generation LED lighting companies is not the product, not the most difficult Cost, not technology, not supply capacity, not channel breakthrough, not marketing talent; but most companies turn their careers into business, there is only a vague concept in the lighting market, pay attention to short-term benefits, do business, what? What to do, without clearing its own market positioning, there is no brand manager who can sort out and plan the long-term development of the company; this just reflects the crux of the so-called development bottleneck bottle that many newcomers have insufficient understanding and awareness of lighting. Where
One of the problems, enterprises; in the new army of LED lighting industry, and regardless of the form of entering the lighting field, most of them are lighting from their own perspective, can truly stand in the perspective of lighting to do business How many? Many companies still think that it is ideal to integrate some products to open a specialty store to reflect the comprehensive competitiveness of the product line, or to make a certain piece of a single product to become a sharp tool for circulation wholesale, as long as you shake a certain breakthrough, get through the middle Downstream vertical connections, companies can naturally move toward idealized goals; in fact, although we can also be happy to see the good momentum of some new army, but hardship must be the most critical in the next two years; The current good momentum of the company is mainly due to the success of the past few years. The experienced and grounded professional managers have identified the gaps in the market and temporarily won the current good start; but they are positive with traditional lighting companies. The confrontation has not yet arrived, and 2015 may be a hurdle. Therefore, I think that the biggest value of the current lighting enterprises is still reflected in the improvement of the structure and the reserve of talents. It is necessary to achieve the same goal and consistent action from the whole set of professional functions such as conception, planning, layout and implementation. With the same efficiency, the company can seize the real opportunity and release a strong comprehensive combat capability; I have been deeply experienced in this aspect for more than ten years. The crux of concentration is mainly reflected in the structure and management. This is what I think planning. The importance of, of course, is inevitably a bit biased;
The second question, the brand; any enterprise that first makes money, then develops, or develops into a more speculative market behavior or development model, this is normal, because there is no standard for growth, everything can only start from itself; but the brand The formation of it is not something that can be done by putting gold on one's own face. It requires an emotional feeling formed by the consumer from contact and cognition. Therefore, the value of the commodity reflected is the key to brand formation; Therefore, the formation of a company from planning, deployment, launching, implementation to branding only represents what the company wants and pursues. The key to achieving the goal is the company's insistence on the goal; the reason is that it is because it is not understood. Because it is still groping, because the awareness of the market is not transparent, it will naturally sway. In the end, the business may be saved, but the direction is changed. Take the most popular e-commerce channel and traditional channels for nearly one or two years. In fact, this is just a way of implementing certain behaviors in business planning. Don’t use specific methods as a lifeline for business operations. In particular, e-commerce, I have been skeptical about the e-commerce operation that is currently out of the essence of lighting, but I will also pay attention to it. From a rational point of view, in the future, there will be integrated lighting power with the ability to integrate resources and services of the upper, middle and lower reaches of the industry. Business platforms may appear, but they must not be driven by new companies that are single-handed.
Moreover, the current industry is still in the full range of product competition, price competition, channel competition, to survive? Want to develop? Want to break through? It’s perfectly understandable to go up and say it, because everyone is coming over like this. But have we ignored something? What have we sacrificed? The cruel market competition is difficult, and perhaps it is not yet possible to measure and criticize what we get. However, according to the current mainstream operation mode and competition mode, homogenization will result in the gradual loss of product strength of each enterprise; to the real confrontation with traditional brands, your terminal capabilities, channel capabilities, product line competitiveness , product strength of single product, professional service capability, system operation capability, where is the support of the brand? Time is running out, and this will be verified soon.
The third problem, the product; a popular phrase in the circle some time ago: no product-based marketing is a rogue! I fully agree, because I am an occupational disease patient who loves product research; any marketing support point is always a product, but should the product be divided into independent attributes? Wrong, the product is the gun and ammunition in the whole marketing system. The product is the basic weapon of marketing. The product must be integrated into the marketing connotation when it is developed. But many people can't solve the true value of the product. It should be combined with industrial design. A series of basic requirements such as technology, sales concept, cost, production efficiency, and on-site installation. In fact, many people think that products with high technology content have more product value, and this understanding is wrong. Low-value products can also generate high-value returns. For enterprises, they can better control costs, improve production efficiency, maintain storage and goods circulation, improve capital turnover, improve marketing tools, enhance competitiveness, and adapt to the market. High occupancy rate is an important role for the company's operational efficiency and competitiveness. It is the most basic guarantee for market entry and removal of obstacles. For the general public, it can be used, durable and affordable. Convenience is good, there is no need to give too much so-called professional content to flicker; and professional products are technical tools, brand weapon, value-added weapon, and of course, professional services to support, why some multinational companies have relatively leading core technology Advantage? Is this inevitable? A British customer told me about a well-known domestic brand in the UK lighting market: they rely on low-end cheap T5 products to get a good market. After listening to me, I feel deeply, there is no continuous transmission of innovative technology, no new technology products with regular highlights are released, and the goods are cheap and beautiful. Once they enter, the brand will be fixed. Is it worth it? The other way around is: I haven't found a valid entry point, I have been stunned, is it useful? Oh~ This is the so-called entanglement;
But there is no doubt that it is not impossible to cut through the low-end, seize the market, and have money in the pocket to move toward higher goals. But it is harder than the high-, medium-, and low-level product planning. Many (in order: conceptual, core, combat). Moreover, technology has always been an effective weight for companies to continue to be competitive, and is the strategic basis for gold plating of brands; what can be done, why not consider longer-term development plans? This is the case with cars, home appliances, electronic digital products, furniture, clothing, and so on. As far as the lighting industry is concerned, many of our companies can do business on a global scale, but can they be a well-known brand on a global scale? Can you make a mainstream brand that makes foreigners really respect?
Are you paying attention? What are the most frequently mentioned industry keywords in the LED lighting era? price? channel? E-commerce?
The lighting industry is unclear in a few words, applying what the friend said: a natural understanding of understanding. But it is different from other industries, this is the charm of lighting!
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