The 'Tao' of marketing breaking in LED lighting era'

At present, the lighting industry is completing its industrial upgrading and transformation with each passing day. Although traditional marketing methods are effective and useful, they are limited. If you continue the previous play, it is bound to get half the effort. For example, centralized operation is a useful means to develop the market in the short term in the industry. All enterprises in the industry that want to open up the market are all concentrated operations as the main means of breaking through. However, the author believes that concentrated homework is a money-burning job, or a continuation of traditional marketing 2. Industrial thinking in the 0 era is now marketing 3. 0 era, LED market breakthrough, is bound to precision marketing as a breakthrough. So, how to upgrade marketing in the era of LED full popularization and application? To break the marketing situation, we can start from the following aspects: first, we should start from the channel reform and take the road of mixed channel mode with one place and one policy. This is of course for second-and third-tier brands, because first-tier brands already have a perfect and systematic channel model. Second-tier brands must achieve marketing breakthrough. Mixed channel mode is the way out. The mixed channel mode is not a single mode, but a policy of one place, choosing a good channel mode suitable for the region. For example, small area Agency mode, product Channel differentiation Agency mode, joint-stock company mode, Branch Company mode, light source intensive distribution mode, traditional agent mode, direct supply mode, etc. The first-line brands in the lighting industry and the first-line brands in the traditional industry all form their own advantages through channels and brands. The second is the innovation of marketing mode. At present, the second and third line brands in the lighting industry are difficult to break through. [img] /uploads/allimg/140514/22-140514111642b2. jpg [/img] Aside from the big environment factors, in terms of marketing alone, the vision is narrow, and their moves are all first-line brands in the learning industry. It should be noted that the time to learn first-line brands in the industry has passed. If you miss the good time, the effect will definitely be greatly reduced and the cost will increase significantly. Therefore, the innovation of marketing mode and taking a suitable path are the primary issues that future marketers should think about. So how to innovate? Focus on enterprises outside the lighting industry, such as home appliance industry, fast-selling products industry and Internet industry. Learn, digest and absorb new ideas and means from these industries, so as to own them. The innovation of marketing is generally oriented at two levels. One is the innovation of marketing mode, such as the joint venture company mode in the home appliance industry. The first is the innovation of marketing methods, such as the exclusive shop model and outdoor promotion model of the year. Now these patterns are monotonous and old. However, other industries, such as the home appliance industry, must have some means to learn from. The third is to build the executive power at the marketing level. Everyone knows the truth, as long as repeated indoctrination and intensive training. However, according to the author's observation, many manufacturers do not lack strategies, and what they lack is consistent execution. Many ideas look beautiful and sound attractive, but when they arrive at the market, they are always hard. In the final analysis, the lack of execution is fundamental. Of course, there are many potential factors behind the problem of executive power, which is limited to the length of this article and will not be repeated. The fourth is to build marketing capabilities. The market promotion of LED lighting industry is almost impossible for second-tier brands to adopt the promotion mode of mass brands in the initial stage. Therefore, it is not impossible to step into small brands in the industry segment market. Although the promotion method can draw lessons from the Internet industry and household appliance industry, the more important thing is to promote the brand by terminal and improve the brand exposure by terminal quantity and terminal quality.