'Five Elements' help LED lighting companies to fight the world

On the century 80, 1990s since with the, China Reform open wave of set off brand powers like wear Shaoxing Opera as influx, China. In China, with about 1/5 of the population and huge consumption potential, coupled with various preferential policies to introduce foreign investment, the world's major brands regard this gold treasure as an important battlefield for market growth. They have brought products, technologies and world trends, as well as brand-new marketing and lifestyle, which have strongly impacted the clothing, food, housing, transportation and even way of thinking of Chinese people. Nowadays, dozens of cold and heat have passed, and China has gradually changed from a world factory to a world market. It has gradually created a brand in many fields and competed with international giants. Especially in the field of consumer electronics and home appliances, domestic enterprises are not only brave in manufacturing scale, but also in brand building! For the semiconductor lighting industry, which is currently in full swing, it also gives us a glimmer of hope to build a brand. First of all, from the perspective of R & D and manufacturing, the R & D and manufacturing capabilities of domestic LED lighting have matured, no matter in the research and development of light sources, lamps or driving power sources, or even advanced lighting technologies, china can live in the world. Secondly, LED lighting marketing talents gather together, and the talents bred by the local channels and brand building of hardware and building materials driven by economic development in the past few decades are like crucian carp crossing the river. Moreover, LED lighting application experience is rich. In the past few years, the support of governments at all levels has made the application experience of semiconductor lighting in China abundant. Carrying these experiences into the United States, Europe and other mainstream markets, and even emerging markets, Chinese lighting companies suddenly have a FEELING of going through the drama. After that, many domestic lighting enterprises such as NVC, opal and sanxiong. Aurora and even emerging LED enterprises have accumulated capital and strength to compete with international brands after years of development. At present, in addition to the mature and concentrated channels in the United States, Japan and some European markets, new brands are not easy to enter, the channel construction and brand construction of hardware, building materials and lighting markets in most emerging countries are still in a relatively backward stage of development. For example, these countries still use hardware stores and traditional lighting stores as the main channels for product circulation. Therefore, the concentration of brands is relatively low, especially in this era of semiconductor lighting, when many major international brands and even regional national brands have not yet been able to smoothly transform, it is a good time for Chinese brands to emerge. At present, the lighting market in most countries and regions is still in the hardware channel as the main circulation market for retail and small-scale projects, plus the mode of engineering and wholesale channels, there are few strong circulation channels such as TheHomeDepot, Lowes, BQ and ALDI. The big difference between these countries and regions and China is that there is no such highly integrated industrial chain, of course, most of the regulations and quality supervision systems are not perfect. Faced with such a marketing environment, China's lighting marketing experts are obviously no stranger. Therefore, taking advantage of this great opportunity for the vigorous development of LED lighting industry, we can also export Chinese lighting marketing system to the world, deepen multi-channel, unblocked distribution and retail channels, build brands and establish local professional markets, hidden channels and public relations. In order to achieve this goal, enterprises should also prepare for the following five aspects. , Full market research. Enterprises must make a relatively complete investigation on the basic situation of individual markets, such as political and economic environment, humanistic and religious culture, power grid environment, energy-saving policies, lighting industry channels and brand competition. Second, clear market positioning. Each enterprise's own expertise has its own nature, so the situation shown in different markets is also inconsistent. Therefore, it is necessary to have tailor-made positioning in different markets. Third, tailor-made product mix, price policy, distribution system, public relations, so that there can be a landing marketing team and advertising partners. Fourth, financial and logistics systems. Army no food first. Brand building channels are a logistics supply war, so it is necessary to have a sound financial and production and marketing logistics system. Fifth, the team. The establishment of the line market and the background operation team is the core of brand building and channel construction. After all, all the ideas and ideas still need a steel armor and iron force to gallop the battlefield and attack the city. In the lighting industry, TCP has established its influence step by step. Its success has set an excellent example for people with lofty ideals in our generation, especially in the North American market. Therefore, on the occasion of this good opportunity, all lighting enterprises with more than fields and more than one brigade can supplement the products with relatively mature production technology with the output of Chinese marketing and financial support, I think in the future world lighting territory, Chinese enterprises will have the opportunity to occupy a large number of channel terminals, thus establishing regional brands in various countries, even in the future, several TOP10 multinational lighting brands can be created!