LED lighting enterprise: products and services are always the core1

The economic recovery has prompted an increase in foreign orders, and the government has continuously introduced measures to support the development of the LED industry. For example, the spring breeze has dispelled the haze over the LED lighting market. in 2014, it ushered in a full-scale outbreak, which kicked off the full replacement of traditional lighting by LED lighting. According to the prediction of relevant agencies, the LED lighting market is expected to achieve a market penetration rate of 60 to 80 in the next 2 to 3 years. Under the favorable background of the development of this industry, some LED lighting enterprises have invited many stars to speak for their products, hoping to create the brand's popularity in a short period of time. It is undeniable that although this way of burning money has a certain effect on building brand awareness in the short term, is it advisable to start the brand in this way? Recently, the reporter interviewed Mr. Liu Xiaoxiong, vice president of Shenzhen Jiawei Photovoltaic Lighting Co. , Ltd. and general manager of outdoor lighting sales center of LED lighting division, on the brand building of LED lighting enterprises. Mr. Liu Xiaoxiong said that the LED lights generally accepted by consumers in the market are mainly produced by traditional lighting enterprises with certain brand awareness, and some of them have LED lights with high cost performance. however, due to consumers' lack of awareness of emerging brands, they failed to reach the expected popularity. Traditional lighting has many years of accumulation and great brand influence. Therefore, it is normal for consumers to rely more on the quality of their products when a large number of inferior LED products are flooding the market. However, the products of traditional lighting enterprises are generally positioned in the middle. Before they have a deep understanding of LED products, ordinary people generally do not spend so much money to buy these products. This is the opportunity for emerging lighting brands to seize market share. Although maixing lighting is positioned as a Chinese brand, our Chinese refers to the high quality of products. High cost performance is one of the core competitive advantages of maixing lighting products. With its excellent whole-process service capability and correct market strategy, maixing lighting has achieved very good results as soon as it enters the domestic market. it has been recognized and affirmed by many consumers! When Liu Xiaoxiong talked about the current situation in the market, he was confident in the development of maixing lighting. With the increasing maturity of the market economy, the signs of brand showing the strength of enterprises and ensuring the quality of products become more and more obvious. The higher the brand awareness and reputation of enterprises, the more market share they will seize. The height of the brand needs time to accumulate, and the company needs to be down-to-earth. When the new era of LED is coming, we can often see the news that stars and big names speak for so-and-so LED brands on websites, newspapers and TV. companies that have transformed, entered, and moved to the market have begun to burn money in order to start their brands. So, is the more investment, the greater the income? Liu Xiaoxiong said that in the early stage of brand promotion, advertising can indeed play a certain role, but the brand needs to get long-term recognition from consumers. LED enterprises need to make more efforts from their own positioning and tactics. In the process of building the brand of maixing lighting, Jiawei Co. , Ltd. focuses on the improvement of the cost performance of its own products and the supporting ability of services, and regards this as the basic and core element of the brand. The brand represents the strength and culture of the enterprise, and the enterprise with brand awareness and reputation is more likely to win market share. The formation of a brand needs time to settle down, but different enterprises use different time in the process of building a brand, which mainly depends on the positioning and tactics of the enterprise. In the process of brand building, enterprises can actively use various media to promote, and at the same time, they should also think about how to quickly achieve the strategic layout from point to area through channel construction. Before choosing a star endorsement, we must first measure the enterprise. We must fully consider whether the enterprise has sufficient funds to support the high endorsement fee and whether the star endorsement can bring long-term profits. whether the enterprise's products have enough core competitive advantages to impress consumers. If there is no cost-effective products and matching quality services as the basis, no matter how good the star, no matter how good the channel model can not help the company profit. The full outbreak of LED lighting industry is, in the final analysis, a contest about brands. The King and Kou under the brand war will eventually be reflected in the advantages and disadvantages of LED lighting products and whether the service is advanced. In other words, products and services are the basic elements for creating LED brands. The future products will be more personalized and intelligent, which is one of the principles that every industry advocates and pursues. In the future, people's requirements for lamps are not only in lighting, but also in the display of their personality and the identification of their quality of life. Liu Xiaoxiong pointed out that LED lamp products will tend to be personalized and intelligent in the future, and this wave of technological innovation will bring more space and market for LED lamps. As traditional lighting enterprises already have strong brand influence and product research and development capabilities, their products are more easily recognized by consumers after turning to LED lighting. Since most of the products of these enterprises are positioned in the middle, the price is relatively high, and many people have more than enough strength. According to this, Mr. Liu Xiaoxiong suggested that emerging LED enterprises should seize this opportunity to consider not only the popularity but also the reputation of the brand in the process of building LED lighting brands. It is necessary to clearly realize that popularity is only cognition, and reputation is a necessary condition for the increase in product sales. LED enterprises should formulate effective promotion methods according to their own development goals and positioning, highlight enterprise brand elements, and publicize and pave the way around core competitive advantages. More importantly, it is to continuously improve the competitive advantages and service capabilities of products, and actively build and maintain channels to achieve the goal of seizing more market share.