If the lighting industry wants to stand out, it must have a specialization in the technical industry

To stand out, the lighting industry must 'specialize in the technology industry.' The development of the lighting industry is in full swing, attracting many companies who want to enter this industry without washing their heads and bloodshed. However, it turns out that there are very few who can win after the big wave. . If many lighting brands want to stand out, they should return to the essence of marketing-products, and make brand breakthroughs with product superior strategies. So how to make the product superior? 　　The shadow of homogenization is the eternal pain in the heart of the lighting industry. Imitation lamps have become a huge shadow shrouded in the lighting industry. When you walk from the beginning to the end of the Long Street of Shili Lighting in the ancient town, or stroll around any terminal market in the country, you will be surprised to find that many products produced by different manufacturers are actually similar in style, basically just in There are some discrepancies in the details, which the industry calls 'copy lamps, imitation lamps'.　　The lighting industry needs specialization in the technical industry to stand out. What’s more terrible is that the 'differentiation' strategy and strategy formulated to eliminate homogeneity will inevitably appear differentiated homogeneity under the influence of various channels. In terms of marketing, all brands have expressed the need to take the branding route, strengthen the interaction of dealers, and help dealers in terms of image store design, terminal advertising, store management, sales promotion and after-sales service. But when we opened the newspaper, we learned that the marketing strategies of various brands that they think are 'differentiated' are still the same, but the details are slightly different! 　　 The products are the same, the technology is the same, the price is the same, the channel is the same... …The lighting industry is shrouded in the shadow of homogeneous competition. People of insight understand the cruel and tragic ending after the homogenization competition*, but what is the matter of the storm? 　　 Seeking product differentiation is faced with various situations of homogeneity. In order to avoid the emergence of evil consequences after * Intellectuals put forward a new concept-'differentiationHow to make a breakthrough? Ask what is the profit model of the company? Only by determining 'whose money we want to make' can we determine 'what to make money. Some people think that an accurate product category positioning is more important than anything else, that is to say 'what can I represent'? 　　 Because it is necessary to shape the psychological perception of consumers, the core of implementing brand marketing must clearly tell consumers what I sell ! A brand, only when it can represent something, can it become a brand, just like NVC stands for commercial lighting, and OP stands for home lighting. In the past two years, in the field of severely homogenized electrical switches, a brand called 'jiadi' has rapidly grown into a brand that can compete with top-tier brands such as TNV, TCL, and Foton. The reason is that 'steel switch' is the category. breaking point. Of course, product development is difficult to differentiate, and product design is also difficult to differentiate. At present, many people of insight have mentioned the need to engage in technology **, but in fact, the overall enterprise in the lighting industry The scale will not be very large, and it will be difficult to invest in major scientific research expenses.