LED lighting is way out of the niche brand?

by:MOSO     2020-03-13
Guide language: in recent years, as China's lighting industry rapid development, especially in the rise of electric business, the boost of 'Internet', the domestic economic growth into the new normal, the inside of the lighting industry itself under the influence of multiple factors such as structural adjustment, the entire lighting industry facing unprecedented complicated situation. In this state, the lighting industry in China is still maintained a high growth, domestic sales and exports, has obtained the good result, LED lighting is still a sunrise industry. Rapid development in recent years, as China's lighting industry, especially in the rise of electric business, the boost of 'Internet +', the domestic economic growth into the new normal, the inside of the lighting industry itself under the influence of multiple factors such as structural adjustment, the entire lighting industry facing unprecedented complicated situation. In this state, the lighting industry in China is still maintained a high growth, domestic sales and exports, has obtained the good result, led lighting is still a sunrise industry. Enter 2016, lighting enterprise in domestic outfit company continuously, the supermarket chain, professional sports lighting subdivided channels, brand concentration, specify the procurement rate increasing, the brand influence rising year by year, these are all lighting brand marketing an important symbol of mature. In addition, the led enterprises began to broad areas of cooperation with relevant industry brands, brand segmentation behaves more and more obvious. Area segmentation more specialized market-oriented, comply with the demand of market, establish a brand effect, in-depth market is currently vying for many lighting area of breakthrough. It is understood that in 2015 led lighting industry scale up to 450 billion yuan, the market has entered into the phase of 'intensive cultivation'. Future competition, the competition is no longer just the product, more of a niche market competition, the competition of the brand. According to industry insiders predict that the next three years, led outdoor lighting industry will become the led lighting of the fastest growing niche, outdoor lighting China led the size of the market in 2015 is closer to 15 billion yuan, it should be a fairly broad prospect. With the continuous development of lighting industry, a lot of lighting companies also realize that the competition of the industry, has been developed from product competition, price competition to brand competition. Lighting enterprise, the importance of building brand in the industry has been formed consensus, the market competition aggravating, serious product homogeneity, enterprise in combination with its advantages, to find and develop the appropriate market segment, they can better find a way out. Segment of the market, therefore, should be determined by the professional and strength, the pursuit of enterprise products, their market positioning accuracy, more the pursuit of quality of product, the brand construction have more ideas. Especially emerging led lighting enterprise, need according to their own resources advantage, find the right niche channel, under the niche and pains. Niche brand gradually transition to a mass brand lighting industry in our country for a long time has been at the competition of the international brand dominant status, 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 on photoelectric leishi, opple, frequently, such as mitsuo aurora category brand. Serious lack of domestic industry in the true sense brand. Before, if any, professional lighting industry social awareness is not high, 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. 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. Now, 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. In general, companies can offer more scientific and reasonable development plan, become such a popular brand, is the key to access to upgrade again. As a result, the conformation, Volkswagen brand category category leading domestic enterprises will be the industry brand building is the inevitable road.
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