Lighting industry's "tea egg" won the brand

In today's brand era, some people once said: “The Chinese brand is not as valuable as foreign ones. Because of the relatively backward economic development and the relatively low overall quality of the people, the people’s loyalty to the brand is not high. It’s a brand for two years. People who do not advertise do not recognise it. On the contrary, it takes two years to advertise a brand. "Thinking carefully, there really is such a thing. Recently, Aladdin lighting network reporter for "when China lighting companies do not brand era off?" Topics and domestic lighting business executives, foreign lighting association leaders to conduct a dialogue to analyze the cut "goods without a license" bane.

The lack of a call for one hundred should be the brand's "small farmers awareness" proliferation "What is missing in the lighting industry? - lack of brand." The Chinese market is still in the initial stage of brand expansion. Most products in the Chinese market are in the stage of pursuing “famousness”. There are enterprises that are pursuing and the products have achieved the stage of “credit”. As for companies that can achieve "reputation", it is already the most successful company in China. And companies that can achieve "satisfaction" and "following" are almost absent in China. This phenomenon not only exists in the lighting industry, but also in other fields.

Since ancient times, China has been a big agricultural country with a natural economy as its main body. The ideology and concepts of the Chinese peasants were gradually formed after several thousand years of farming and civilized environment. Among them were many excellent and brilliant factors, but they also formed a special kind of ideology—a small farmer consciousness. This kind of consciousness also exists in the lighting industry. Many companies now cultivate themselves on a small piece of land, without restriction, cooperation, and exchange. How to get rid of such bad awareness and nurture brand awareness is indeed a big problem.

Former chairman of the IES (North American Lighting Engineering Association) and currently a member of the IALD (International Association of Lighting Designers) Steve Wright believes that China's lighting manufacturers are located in different parts of the country and are highly competitive. The role played by such a competitive trend is reflected both positively and negatively. On the one hand, the arms race of competitive technologies will come one after another. On the other hand, this competitiveness will lead to an increasingly fierce price war among enterprises. Ultimately, the low quality of the product becomes a price.

Strategy→Brand Positioning→Market Positioning→Product Positioning→Effective Brand Execution is a segmentation and definition of a consumer from your heart to yours. It is a thing that captures a consumer's word of mouth or mental model and requires the company to go from all aspects. A word fully explained. The usefulness of a brand is not only to occupy a place in the market, but ultimately to promote profitability. This requires companies to support their own brands by optimizing services, opening up sales, and building trust to support their own profits.

Weng Zhiqin, general manager of Jiangmen Light Source Lighting Co., Ltd. admitted in an interview with Aladdin lighting network reporters that in fact, China has a lot of good and strong processing companies, and the brand is also very high, but it is always lacking in the long-term shaping of the brand. . So only stay at the stage of the product, there is no added value for the brand. For Chinese lighting companies to have a brand, the key is the market's sense of competition. When there is no brand, no high value-added products, the company's profits will decline, creating a vicious circle. There are also some so-called brands that aim at price wars, and for the sake of short-term market share vicious competition, this is also the wrong direction. To be an international brand must have a long-term strategic plan for 5 years or more. Not short-term behavior, multi-weekly ads for the week is the brand's idea, this is a misunderstanding. With strategy, there is brand positioning, market positioning and final product positioning, but also high-end talent to implement, based on products only have the brand of tomorrow.

At the same time, Steve Wright also said that China still has a well-developed lighting company, and several major brands are also good at exporting “report sheets”. Australian market also saw many Chinese LED product brands such as spotlights, buried lights, and accessories. As far as the export market is concerned, he believes that the most important thing for Chinese lighting manufacturers is to cultivate good cooperative relations with foreign companies. He told the Aladdin Lighting Network reporter that he personally could not accept lighting products without dealer support because they could solve the problems of ordering, shipping, warehousing, and guarantees.