Thirty difficult to stand, China lighting industry brand dilemma

'There are five, ten and ambition to learn. Thirty, forty and perplexity, fifty and around 50, 60 and sixties, the seventy and placing. Not more than moment '- — Confucius 'the analects of Confucius, carried out' for himself at the age of 30 have reached the life state of self evaluation. China lighting industry development in reform and opening up 30 years, reviewing the 30 years of development, after 1979 - 1989 'light source country unified purchase and sale, lamps and lanterns manufacturing-according-to-sale' of the enterprise management, under the planned economic system of the development of the 'market + children parents push' period. The 1989 - 1999 'lamps and lanterns into the international electrotechnical commission standard management system, and the light source, lamps and lanterns basic straightening out relations' light source integration period, gradually towards the way of marketization, and the part to be able to go out, this is known as 'developing the market + evicted' period of infants with puberty. During the 10 years since 1999, with China's lighting industry and enterprise scale expand, improve technical level and product quality, producing area concentration and supporting dependence advantage gradually appear, light sources and lamps and lanterns enterprise mutual penetration, China lighting industry has already become an important force in the world lighting industry, China lighting industry into the overall integration stage of development. 'Three vertical' China lighting industry is facing 'mature' market 'and stand age', also coincided with the experience of domestic housing construction and designs city-lighting project construction at the turn of the century high tide of reform and opening up 30 years, is about ten, we should see is the Chinese lighting industry began from naive to mature, from the enthusiasm to the rational, but the reality is not optimistic. Entering the 21st century, brand become lighting enterprise goal, although China lighting industry in leishi, op, and other enterprises, under the drive of a short decade, in the industry to form a batch of so-called 'brand' of the enterprise, but China lighting but 'trapped' of the enterprise brand will follow. For the status quo and confusion to explore China's lighting industry brand, reminds me of American poet t. s. Eliot famously - — 'We will not stop exploring, and all the end of the exploration, is to return to the starting point, and the starting point of understanding for the first time'. 'Discuss without doing', semiconductor lighting as an important branch of China lighting industry study the end of the traditional lighting brand which is the starting point of semiconductor lighting enterprise brand, ginger want to record and industry colleagues to parse lighting brand of 'time'.

a, category of the brand strategy and confused: Darwin in the origin of species, reveals the law of biological growth: 'biological growth, there are two ways: one is evolution, is the Promised Land of old biological growth; The other is a differentiation, is the heaven of new biological growth. 'The development of lighting companies to build and maintain brands, nature also follows the law of biological growth. For the old brand, as long as constantly 'evolution' oneself can maintain brand leader; For the last in the brand, must grasp the trend of 'differentiation' - — Create a new category. Lighting industry in China has long been at the international brand's competition situation, philips, osram, GE and other international giants relying on high-end international brand image almost covers all of the lighting line category, and then China can compete with them only leishi ( Commercial lighting category, brand advantage to focus on engineering and commercial lighting market capacity) , op ( Home lighting category, brand advantage focus on terminal branches and word of mouth) , frequently on the photoelectric ( LED outdoor lighting category, brand advantage to focus on the LED street light and LED outdoor products) As the representative brand of category. At present, the domestic real deficiency industry brand, brand building, and integrating the category, the public will become a domestic leading enterprise industry category of branding, brand category broken still confused.

2, of the bureau of industry brand broken and confused: industry brand is known and recognized brand in the industry, and the public brand is the public awareness and brand recognition. Measured by the Angle of the Volkswagen brand, China's home appliances, IT, FMCG, automotive and other industries, due to the development of early, competition fully, has made many well known and widely trusted brands, such as computer lenovo, home appliance haier, gree air conditioning, IT communication with huawei. Lighting industry in our country social concerns is low, serious product homogeneity, the industry has long existed a large number of brand awareness, brand product, brand, industry brand competition in the stage of extensive, homogeneity, low benefit, lighting enterprise brand to build up, unable to form a brand effect, unable to enjoy a premium brand, only the collective into a price war cycle, apparently industry brands are in urgent need of the personage inside the industry know industry brand to the general ordinary consumers by Volkswagen brand transition, this is the common problem facing the lighting industry. At present, China's lighting industry brand is in the stage from industry brand to the public. With the continuous development of lighting industry, lighting enterprise, the importance of building brand in the industry has been formed consensus lighting companies also recognize that the lighting industry competition, from product competition, price competition to brand competition. But for how to brand to brand transformation from industry, the industry is very confused, many companies believe that celebrity endorsements, CCTV's advertising, import CIS, is to do the brand, Volkswagen brand lighting industry bureau still confused.

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