How does the brand marketing of lamps and lanterns take the network bus?

How does the brand marketing of lamps and lanterns take the network bus? The fierce competition in lighting stores on the streets and alleys determines the two development directions of the lighting industry in the future: first, the lighting industry must establish a brand and know how to use emerging media for brand communication; second, lighting products must become more and more creative. Large-scale personalized customization is the only way to go. To grasp these two trends, Internet marketing is a topic that every lighting company must pay attention to. Scanning the Internet Marketing Market of the Lighting Industry Currently, there are nearly 10,000 manufacturers of finished products in the domestic lighting industry, but there are not enough companies in the industry that can really call the brand, and consumers are even more unable to impress a certain brand. You can say no. Paying attention to brand building is a common phenomenon in this industry, which has also contributed to the growth of some lighting store brands. When it comes to brand marketing, to a large extent Internet marketing cannot get rid of the framework of P (product, price, promotion, channel) and C (demand, cost, convenience, communication), but these two theories are in the context of the Internet. Companies must be faster, more strategic, and more knowledgeable about using Internet tools to spread their brands. For lighting companies that dare to try online marketing, products, promotions, channels, and communication are particularly important. So how to use the Internet to build a brand to achieve growth? Product design directly stimulates consumption If a lighting product can be designed to make people scream like an Apple iPhone, it is obviously easy to promote. The majority of online shoppers are-years old. Most of them like creative, trendy and cool products. Therefore, the most suitable lighting products sold on the Internet are small creative lamps. The price is less than RMB. As long as it is dazzling enough, it is really not. Practical is sometimes not in the top position. For example, relying on the rapid success of online marketing of wheat bags, they can use powerful data analysis tools to capture global consumer trends, and start monitoring Taobao, Paipai, Amazon, eBay and other websites, so that their designs are always trending. At the beginning, ** can launch dozens of new products, thus ensuring a high degree of attention. With the development of OLED technology, lighting products will not only stop at the function of lighting, but will be replaced by the role of creative home and decoration. For example, OLED has the characteristics of light, thin, transparent, and bendable, and can design lamps of various shapes. The creative space is infinite. Under this circumstance, companies must understand that products sold offline may not be popular on the Internet, because they face different audiences and their consumption patterns are different. Those who visit the lighting city and lighting stores offline Most of them are for house decoration, but consumers who buy lighting on the Internet usually do not have a strong purpose, so product design is particularly important. Effectively focus on online sales attention. Since online sales have no time and space constraints, distributors at all levels in various places may become competitors. Obviously, the operation mode of traditional channels cannot be applied to Internet marketing. First of all, the products of online channels and traditional channels must be separated, which can be distinguished by barcode or model identification. If they are not separated, online sales will definitely affect customers of traditional channels, because online promotions with low prices will definitely make offline channels The best way is for some new products to detonate the market through the Internet, but not offline sales. Offline dealers can be used as after-sales service outlets to earn maintenance costs, while products using traditional channels can be sold online. However, it is necessary to keep the price synchronized with the official price, and plan promotional activities to be carried out online and offline simultaneously to ensure the interests of offline channel dealers. Under normal circumstances, dealers or individuals should not be allowed to open online stores. Online sales should focus on the official online store. In this way, consumers can maintain a high degree of attention to the official online store, and interactive activities can be carried out more easily. Internet social media is very important. In the Internet era, the way lighting companies communicate with consumers is very different from the traditional model. Under the traditional marketing model, you may only need a customer service line to conduct **** through service outlets, and more sales meetings. It's face to face. However, under the network marketing model, companies need to understand three key points: first, how consumers know your brand and products; second, how they buy your products; third, how to let consumers spontaneously Companies spread positive information. **A key point. It is obvious that most companies understand that search engines are the most important thing for direct contact with consumers in the Internet age. Therefore, various product categories such as LED, brand, and corporate keyword prices All the way up, but the problem is that when consumers know the company and the product, how to motivate them to buy, 'word of mouth' has become the deciding factor in this regard. Word of mouth comes from the mouths of other consumers. A potential consumer may have a good impression of the NVC brand because he read a friend’s blog post-NVC’s wall lamp is so beautiful, or he may have watched a popular one. Video skit, I became interested in the cute bedside lamp of the heroine, and thought of buying one for my girlfriend. In other words, word-of-mouth exists in every corner of the Internet: search engines, portal sites, dating communities, personal spaces, video sites, Weibo, etc., so lighting companies must understand the characteristics and characteristics of various Internet social media Only by application can the brand be presented to consumers in a pervasive manner.