LED enterprise brand building will save the industry2

Guzhen, as the core city of China's lighting industry, according to incomplete statistics, currently has tens of thousands of lighting enterprises, annual sales of tens of billions of yuan, more than 100,000 employees, and professional lighting market. radiating to the whole country, the total sales volume accounts for more than of the national civil lamps and lanterns, forming the supporting industries of the upper, middle and lower reaches, possessing relatively complete industrial chain and value chain, reflecting relatively complete industrial cluster characteristics. it is already China's largest lighting wholesale market and production base. However, after these glamorous data, there is such an indisputable fact: the ancient town lacks enough lighting brand enterprises. Nowadays, we are in an era of life with the help and guidance of the brand. If you put a product without a trademark and a product with a trademark together, which one would you choose? I believe that everyone will definitely choose the one with the brand label, so it is better to sell the product than to sell the brand. Although the brand is the added value of the product, its significance is far greater than that of the product itself. It is also because of this that many enterprises have begun to turn to brand marketing, and so has the Chinese lighting industry. Tracing back to the source, what really makes the industry see the importance of brand strategy is the advent of the 2008 financial crisis. The economic downturn has prompted some enterprises that did not pay attention to brand building to be caught off guard in the face of the crisis, while those enterprises that pay attention to brand building and have certain brand awareness are still calm in the face of the crisis. Since then, they have realized that in order to enhance the Company's ability to resist risks in the face of crisis, it is necessary to work hard on brand building. Until 2010, the development situation of China's lighting industry has further improved, which also means that the competition in the lighting industry has become more and more fierce. major manufacturers have tried their best to compete for more market share. The brand strategy of enterprises has become popular and popular. An enterprise even has several brands, and market sales have blossomed everywhere. Brand building seems to be a fashion trend. However, judging from the current situation of the development of ancient town lighting brands, there are actually very few lighting brands that are well known to consumers. It can be seen that the brand building of the lighting industry is still in a lagging state. it can't be the same as the brand of the home appliance industry. How to develop our big but not strong brands into well-known brands of lamps, how to develop well-known brands in the industry into well-known brands of the public, how to develop multi-brands into fine brands, this is a problem that is naked in front of the ancient town lighting enterprises, and it is also a problem that they urgently need to solve. In fact, whether the brand can be successfully built depends on whether the brand can establish an effective value cognition in the hearts of the public, and the brand value depends on whether there is enough height and breathtaking light. This is the inspiration that brand building brings to us: competition for height and construction angle. The height of the brand is the position of the brand in the minds of consumers. The power brought by the height of the brand can surpass the power of the product itself, which is enough for consumers to chase. Compared with brands in lower positions, brands in higher positions have gained huge competitive advantages and cannot be replaced in the hearts of consumers. this type of brand can even turn its height into the standard of the industry. However, because there is no real brand, a large number of lighting enterprises in China can only get a small profit in the supply competition, which can only be regarded as a small grass economy. There is not enough money for product research and development, technological improvement and marketing upgrading, which in turn forces these lighting enterprises to continue to stay in the low-end processing links of the value chain and is difficult to establish strong value competitiveness. A brand economy is a big tree economy and a high economy. Only by establishing a high brand can an enterprise truly gain the recognition of consumers and enjoy the initiative in the market, thus being able to control the market rather than being controlled by the market. As a new round of competition, is the brand a blessing to the industry? We have yet to study. However, it is an established fact that only a brand can have a foothold and a brand with a higher position can control the market. No one can deny it, let alone subvert it. Besides, with the further expansion of market popularity and the continuous improvement of business grade, the business structure and product structure of lighting and lighting enterprises have undergone profound changes. the era of maintaining 30 rapid growth in the past ten years has passed, and major lighting companies have ushered in a long period of pain from the growth process. Some experts predict that in the next few years, the industry reshuffle of lighting with high quality and good price and survival of the fittest will accelerate, and the number of lighting enterprises surviving in the market will drop sharply. As one of the effective measures to enhance the core competitiveness in today's fierce market competition, brand building is of great significance to the development of lighting enterprises. it has played a great role in promoting lighting enterprises to embark on the road of brand and devote themselves to the brand building of high-level positions. It is the power engine for today's ancient town lighting enterprises to realize transformation and upgrading and seize market opportunities. it is also a life-saving straw after swimming in the shuffling edge lighting enterprises.