Three major trends in the future development of China's lighting industry

Lighting industry after more than thirty years of development, to this day, the public well-known brands are still ****. This is certainly related to the industry's low attention to industry attributes, but the more important reason is that the vast majority of lighting companies brand awareness is weak, they put their efforts on the product and price level of competition, rather than the brand and cultural level of competition. Of course, there are some enterprises, want to do the industry well-known brand, but not rules and regulations, half the effort.

Li Zhen believes that domestic enterprises to do brand, in addition to understanding how to operate the brand - "art" level, but also to grasp the industry development trend - "Road". The future of competition, is to grasp the trend rather than seize the opportunity to compete. Opple, Rays, Sanxiong - aurora, these well-known brands in the industry is to anticipate and successfully grasp the industry's development trend.

Future lighting companies want to make a difference in the brand and market, you need to pay attention to three industry trends.

Trend one: mixed media communication

Many lighting companies are very confused, why the spokesman hired, CCTV advertising played, but the market effect is general? This is because they do not grasp the dynamic characteristics of the communication environment.

Since the birth of the Internet, the entire media environment has undergone radical changes, communication has entered the mixed media era. In the mixed media era, the single, one-way, indoctrination form of communication has fallen out of fashion, replaced by two-way communication communication. How to use the Internet's communication value, with the traditional media for three-dimensional marketing, will become an important lesson for enterprise brand marketing. Happily, there are some lighting companies have begun to realize the important value of the Internet. In early 2010, Rays Lighting commissioned DM network integrated marketing agency to start network promotion services, the market response is very good. Only SEO optimization + keyword marketing services this one, a strong occupation of the netizens into the Internet portal. Before, the stores sales are basically 100,000 / month (off-season); 100-300,000 / month (peak season), network sales at all no turnover. After the promotion, just network sales turnover in June increased by 75,000, accounting for almost two-thirds of the traditional store sales, in mid-July just network sales turnover has reached 50,000.

With the traditional media, such as television, newspapers and outdoor media advertising costs increased exponentially, the effect of advertising gradually weakened, mixed media era of network communication will become those with limited resources of small and medium-sized lighting companies seeking brand breakthrough communication.

Japan ** management master Kenichi Ohmae said, grasp the trend is more important than seizing the opportunity. Lighting industry is a promising industry, in the existing more than 10,000 enterprises, who ** find and grasp the dynamic trends in the development of the industry, then who is likely to rewrite the rules of competition in the industry, to promote the reshuffle and upgrade the industry.

Trend two: consumer upgrading

Consumption upgrade includes two aspects: one is the external push of government forces; the second is the internal pull of consumer demand.

Lighting industry is a high energy consumption industry, the consumption and waste of resources is great. In recent years, the government began to strengthen the guidance and support lighting enterprises to implement industrial upgrading. 2010 the state will again subsidize the promotion of 150 million ** lighting products deer, this huge cake will be divided by 35 excellent lighting companies. This is the third consecutive year of state subsidies ** lighting products, from the scale of subsidies and the number of winning companies, have set another new high.

In addition to the promotion of subsidies for ** lighting products, along with the "Ten Cities Ten Thousand" and other projects, the state also vigorously support the application of LED lighting products. City beautification, road lighting and other municipalities, infrastructure projects, keen to use LED lighting products, directly feed a large number of LED lighting manufacturers. Policy on the lighting industry to convey the signal could not be more obvious, green ** will become the inevitable direction of future development of the industry.

LED is changing the face of China's lighting industry. In addition to the increase in professional manufacturers, traditional lighting companies have launched LED lighting products. What's more, the traditional lighting products have been converted into LED products. "Now do not do is behind, behind will be beaten." Traditional lighting companies issued such a lament.

With the improvement of consumer living standards, consumer demand for lighting products from the past single lighting needs to fashion, taste, mood, intelligence, environmental protection and grade on the upgrade. Enterprises want to get rid of homogeneous product competition, must strengthen the insight and study of consumer demand. Meet consumer demand is the low-level marketing, create consumer demand is the high level of marketing.

For lighting enterprises, the old leadership (government) support determines the social resources of enterprises; the support of the people (consumers) determines the market position of enterprises. Therefore, how to seize the country's demand for environmental protection and energy conservation of lighting products and the pursuit of fashion, taste and personalized needs of consumers, so that the "two old" satisfied, will determine the speed and scale of development of lighting enterprises.

Consumer upgrading will influence the future development pattern of the lighting industry. Opple, Rays, s and other domestic **** If you seize this opportunity, it will be possible to enter the hall, and Philips, Osram duel high-end market.

Trend three: the market sinks

The Chinese market is a binary pyramid structure consisting of urban and rural populations. Has been, accounting for 20% of the total population of the urban population occupies the main position of consumption. In the lighting market, the wealthy class at the tip of the pyramid is basically ruled by Philips, Osram and GE and other foreign brands; the middle of the pyramid is accumulating domestic first-line brands, such as Rays, Opple, Sanxiong - Aurora, Sunshine, Lang Energy and other brands; while the bottom of the pyramid is filled with low-grade, cheap, low-quality products, almost no brand to speak of.

With the urbanization of the rural population and the state's support for the rural consumer market, the purchasing power of the secondary and tertiary markets, mainly in rural areas, is gradually released. Farmers also have a brand demand. With the improvement of rural purchasing power, more and more consumers in the secondary and tertiary markets of lighting products from the past "cheap, can be used on the line" to the pursuit of brand and quality. Two or three markets with a large population base, high demand, relatively weak competition, which for some emerging brands or efforts to enter the first-line market and not law lighting companies, is undoubtedly a once-in-a-lifetime opportunity.

Therefore, for the vast number of latecomer brands, instead of risking a huge, more costly investment and foreign brands and domestic first-line brands to grab the competition has long been white-hot first-line market, why not temporarily abandon the first-line market, from the second and third or even the fourth and fifth level market to start, take the route of rural encircled cities. Home furnishing industry is a model of rural encircling the market, and now the whole home furnishing has firmly established a foothold in the county-level market, and take the pace of transfer to the prefecture-level and provincial capital cities.