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The way out for commercial lighting companies needs to create a great brand

The way out for commercial lighting companies needs to create a great brand

发布日期:2016-07-27 作者: 点击:


China's commercial lighting brand manufacturers have invested heavily in the market, especially in the alternative light source market. The price war of wall washers has caused a decline in gross profit, but it is conducive to gaining a certain market share. In addition, Chinese lighting manufacturers are mostly manufacturing backgrounds, which have unique advantages for cost control and resource integration, and can easily find vertical supply. Vendors in the chain can get more opportunities for vertical integration. However, the current focus of international manufacturers is still concentrated in markets such as Europe and the United States. The price war in the Chinese LED market is not intense, which also provides sufficient room for growth for Chinese brand manufacturers.


Price wars are good for companies to seize the market, but they are not the only way out. Good products are essential for brand building. Similarly, a product that is cheap and of superior quality is the perfect choice for branding. However, in order to make a profit in the market, it is necessary to choose products with low cost, and the quality of such products is often not guaranteed, which is not a healthy phenomenon for enterprises and consumers. On the contrary, the price/performance ratio is more favored by consumers than the lower price. In addition, international brands have certain advantages over local companies in terms of capital level and technical strength. China's ordinary consumers tend to be more cost-effective products. Therefore, price wars are not suitable for long-term implementation. It has an adverse effect on its own. Insufficient profitability has led to the hindrance of the development of later products, which is not conducive to the sustainable development of enterprises. On the other hand, the concept of “cheap and no good goods” in China has a certain foundation. Chinese consumers are skeptical and not Trust, often not paying for the cheapest products, on the contrary, the price of the product is more likely to stimulate their desire to buy. Therefore, even if local companies occupy a certain advantage in the price war, they should seize this opportunity to seek breakthroughs and seek development. Instead of fighting for a long time on the basis of price wars.



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China's commercial lighting brand manufacturers have invested heavily in the market, especially in the alternative light source market. The price war of wall washers has caused a decline in gross profit, but it is conducive to gaining a certain market share. In addition, Chinese lighting The manufacturers are substantially manufacturing backgrounds, which have unique advantages for cost control and resource integration, and can easily find vertical supply. Vendors in the chain can get more opportunities for vertical integration. However, the current focus of international manufacturers is still concentrated in markets such The price war in the Chinese LED market is not intense, which also provides sufficient room for growth for Chinese brand manufacturers.




Price wars are good for companies to seize the market, but they are not the only way out. Good products are essential for brand building. similar, a product that is cheap and of superior quality is the perfect choice for branding. To make a profit in the market, it is necessary to choose products with low cost, and the quality of such products is often not guaranteed, which is not a healthy phenomenon for enterprises and consumers. On the contrary, the price/performance ratio is In addition, international brands have certain advantages over local companies in terms of capital level and technical strength. China's ordinary consumers tend to be more cost-effective products. -term implementation. It has an adverse effect on its own. Insufficient profitability has led to the hindrance of the development of later products, which is not conducive to the sustainable development o f enterprises. On the other hand, the concept of "cheap and no good goods" in China has a certain foundation. Chinese consumers are skeptical and not Trust, often not paying for the cheapest products, on the contrary, the price of the product Is more likely to stimulate their desire to buy. when, even if local companies occupy a certain advantage in the price war, they should seize this opportunity to seek breakthroughs and seek development. .






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At present, the lighting market is in a critical period of transformation. Commercial lighting has become a necessity to replace traditional lighting. To seize this opportunity, the future cannot be limited. The market is changing rapidly. Compared with the advantages obtained by virtue of quality, it is often not strong. On the contrary, with the advancement of technology, the quality of products will also have a downward trend. At that time, the price-performance ratio of high-quality products will be highlighted. And the advantages of low-price and low-quality products must be gone. Where to go, you need to think twice about LED companies.


First of all, enterprises must clearly define their own market position. In the commercial lighting industry, many companies want to integrate some products, reflect the comprehensive competitiveness of the product line in the form of a specialty store, or specialize in one or two series of products. Wholesale circulation, as long as you shake a certain breakthrough, open the vertical connection of the upper, middle and lower reaches can be achieved. This approach cannot completely negate the meaning of existence, but it is a short-term feasible method that cannot last for a long time. Not to mention the increasingly fierce competition in the industry, all products began to cut prices across the board. From the continual emergence of new companies, it can be speculated that companies adopting this approach will suffer in the future. Why do new companies survive in the market? Price, in addition to price or price. This will not only lead to an escalation of the price war, but also disrupt the market order. Therefore, enterprises must first give themselves a proper position, plan for reasonable short-term and long-term goals, and then develop steadily, which is the right way.


Second, start with products to create high quality and low price products. For a good quality product, the price is generally not low, and the low price is generally psychologically labeled by the consumer. Therefore, high quality and low price products are a good breakthrough. In China, many ordinary consumers do not know much about LED products. However, after buying, they will have more or less impressions on the brands they choose. If the quality of the product is not enough to meet its needs, I believe that if you buy similar products next time, you will try another brand. And it will make it difficult for the quality of the products produced by this brand, even the idea that it is cheap and not good. Therefore, seeking a balance between price and quality, creating a high quality and low price product is a good breakthrough. This will not only allow the brand to spread rapidly, but also accumulate a certain user base and lay the foundation for secondary marketing.


Finally, to build a brand, in the end is to build the company's own corporate culture. Brand is actually a way of displaying the strength and culture of a company. It only takes time to form a brand. The time it takes for different companies to build a brand is different. It depends on the manager’s positioning of the company itself and the adoption. Strategy. For emerging LED companies, it is necessary to develop effective promotion methods based on their short-term and long-term development goals. More importantly, enterprises must continuously improve their competitive advantages and service quality, and actively build and maintain new channels. The process of brand building will continue with the transformation of corporate culture.



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关键词:Commerciallightingmarket

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