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Guzhen, as the core city of China's lighting industry, according to incomplete statistics, currently has tens of thousands of lighting companies, tens of billions of annual sales, more than 100,000 employees, professional lighting market, radiation nationwide, total sales It accounts for more than 60 of the national civil lamps, and has formed a supporting industry for the upper, middle and lower reaches. It has a relatively complete industrial chain and value chain, and reflects the characteristics of a relatively complete industrial cluster. It is already China's largest lighting wholesale market and production base.
However, after these fascinating data, there is such an indisputable fact: the ancient town lacks enough lighting brand enterprises.
Nowadays, we are in an era of living under the help and guidance of the brand. If you put a product without a trademark and a product with a trademark, which one would you choose? I believe that everyone will definitely choose the one with the brand name, so it is better to sell the product than to sell the brand. Although the brand is the added value of the product, its significance is far greater than the product itself. For this reason, many companies have begun to turn to brand marketing, as is the Chinese lighting industry.
Tracing back to the source, truly let the industry see the importance of brand strategy is the number of the global financial crisis in 2008. The economic downturn has prompted some companies that did not pay attention to brand building to be caught off guard in the face of the crisis, and those enterprises that focus on brand building and have certain brand awareness are still calm in the face of crisis. Since then, they have realized that to strengthen the company's ability to resist risks in the face of crisis, we must work hard on brand building. Until 2010, the development situation of China's lighting and lighting industry has further improved, and it also means that the competition in the lighting and lighting industry has become more and more fierce. Major manufacturers have tried their best to compete for more market share, and corporate brand strategy has become popular. And popular, a company even has several brands, market sales everywhere.
Brand building seems to be a fashion trend. However, from the current situation of the development of ancient town lighting brands, in fact, the lighting brands that are well known to consumers are few and far between. It can be seen that the brand building of the lighting and lighting industry is still in a state of lag, and it cannot compete with the brand of the home appliance industry. Same day.
How to develop our big but not strong brand into a well-known brand of lamps, how to develop well-known brands in the industry into popular brands, how to develop multi-brands into refined brands, which are all naked in front of the ancient town lighting enterprises. It is also an issue that they urgently need to solve at present, which is thought-provoking.
In fact, whether a brand can be built successfully depends on whether the brand can establish an effective value perception in the public's mind, and the brand value depends on whether there is enough height and the light of the heart. This is the inspiration that brand building brings us: the height of competition and the angle of construction. The height of the brand is where the brand is in the minds of consumers. The power of the brand can exceed the power of the product itself, enough for consumers to chase. Compared with the lower-position brands, the competitive advantage of the higher-position brands is huge, and it can't be replaced in the hearts of consumers. This type of brand can even turn its own height into the industry standard.
However, because there is no real brand, a large number of lighting and lighting companies in China can only get a small profit in the supply competition, which can only be regarded as the grass economy. There is not enough money for product development, technology improvement, and marketing upgrades, which in turn forces these lighting companies to continue to stay at the lowest end of the value chain, making it difficult to build strong value competitiveness.
A branded economy is a big tree economy with a high degree of economy. Only by establishing a high-level brand can the company truly gain the recognition of consumers and enjoy the initiative in the market, so that it can control the market rather than being controlled by the market.
As a new round of competition, is the brand a blessing or a blessing to the industry? We have yet to study. However, there are brands that can be established. It is an established fact that a brand with a higher position can control the market. No one can deny it, and no one can subvert it.
Furthermore, with the further expansion of market popularity and the continuous improvement of business grades, the current operating structure and product structure of lighting and lighting enterprises have undergone profound changes. The era of maintaining 30 high-speed growth in the past decade has passed, and major lighting companies It ushered in the longest pain from the growth process. Some experts predict that in the next few years, the reshuffle of high-quality and high-quality lighting and the survival of the fittest will accelerate, and the number of lighting fixtures surviving in the market will drop sharply.
As one of the effective measures to enhance the core competitiveness in today's fierce market competition, brand building is of great significance to the development of lighting enterprises. It has become a great way for lighting companies to embark on the brand road and commit themselves to high-end brand building. Promoting the role is the power engine for the lighting and upgrading enterprises in ancient towns to realize the transformation and upgrading and seize the market opportunities. It is also the last life-saving straw for the lighting companies in the edge of shuffling.
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