How does the lighting industry evolve from marketing blast to brand blasting?
In the past two years, the news of the continuous closure of the lamps and lanterns manufacturers has been continuously spread. Most of the manufacturers that have not closed down are struggling, and they can only constantly press the market. The “pressing goods†movement often appears; for dealers, the original support The result of waiting for half a year is that the peak season is not prosperous, so all kinds of blasting are almost obsessed with secret love, and various promotions are almost crazy. First, the demand has changed The development of China's lighting industry has experienced three historical periods, the first period: a monk picks water. During this period, products were relatively scarce, demand was greater than supply, and corporate funds were quickly returned. The second period: two monks raised water to drink. At this time, the market formed a state of competition, homogenization began to prevail, supply began to keep pace with demand, and product selectivity was more. Enterprises need more learning ability to adapt to market changes; the third period: three monks grab water and drink. Since 2010, I have not earned money by squinting. Because the market environment has changed, the needs of consumers have changed, and the relationship between supply and demand in the market has reversed. Product costs and marketing costs are increasing, and the old methods are no longer profitable. Second, the competition is chaotic After more than 20 years of development, the Chinese lighting industry has formed a unique lighting market with Chinese characteristics. The lighting industry is developing rapidly and disorderly, and dealers, stores and manufacturers are all three. The intensification of competition in the industry has made lighting companies busy responding. Busy research and development, busy design, busy opening up market channels, almost exhausted. The first is to be busy developing products. Constantly closing the old series, eager to develop new series; continuous product serialization, no consolidation in one area, busy with cross-border competition. As a result, the new "Great Leap Forward", the new "big try" wave is higher than a wave. Followed by busy shop. With the expansion of the industry, the crazy development of the sellers, as well as the growth curse of their own sales targets. Opening a store has become a subconscious choice to increase sales. As a result, the vicious cycle of opening a store without raising a store, the end result is a very low survival rate, frequent "strings" of dealers. The last one is busy with blasting. In mid-2012, according to market statistics, dealers' single-meter profit fell by 25-30%; the loss amount was 60%. No promotion, no sales, waiting for death; promotion, high cost, poor performance, looking for death. So in 2012, various kinds of search-for-death promotions - group purchases, spikes, and presidential signings. Third, the blast came With the booming alliance promotion and the popularity of group purchase promotion, the home industry has fashionable an old word - "blasting." Put as much advertising resources as possible, promote the promotion as much as possible, save as many customers as possible, and then concentrate on one site to detonate sales. This kind of saturated sales has greatly boosted the morale of the dealers, but it also left a lot of legacy problems. The customer resources were consumed in advance, and the profit margin was reduced. The distribution of interests between manufacturers and agents and distributors was tangled, and the adjustment of the product price system was huge. At the time of the crazy price war, the lighting companies have neglected that “blasting†is the biggest enemy of the brand! Because, in the long run, the lighting manufacturers will definitely drink the poison they are making now in 2013 or beyond. liqueur. Promotion, group purchase, spike, and signing to develop lighting products into fast-moving consumer goods. The final consumption is the consumer's trust in the brand; the consumer is the consumer's respect for the lighting industry. Fourth, marketing blasting is not as good as brand blasting Marketing blasting and brand blasting are like two blasting masters - Dong Cunrui and Kim Jong-un. Dong Cunrui blasted the bunker and sacrificed himself. Kim Jong-un launched a missile, and the missile went straight up, deterring a country, but he himself was unscathed. While marketing blasting blasts the market, it will inevitably hurt the marketing itself; while brand blasting can leverage the marketing, and accelerate the brand's take-off without changing the marketing model. However, looking at the brand operation of the lighting industry, there has been no improvement in three major aspects: First, brand advertising has not improved: in this industry, various image spokespersons are singing each other, playing a plane and not paying attention to core values. Refining and application, brand advertising can not create a true brand personality; Second, brand activities have not improved: brand activities in the lighting industry can not escape the industry, can not be innovative. It is often stuck in the industry technical competition, environmental slogan, and the brand activities related to people's livelihood and promoting interaction are still quite weak. The benign interaction between brand and audience is not provoked. Third, the brand movement has not improved: from the lighting companies busy As you can see from the listing, the CEOs always put capital operation in the most important position, and the brand operation is obviously second to none. The brand movement requires long-term capital investment and a core team responsible for brand operations. To maintain and maintain these two points, it is difficult to fully realize in the current lighting industry brands. Of course, today's lighting industry brand operation pattern has changed a lot compared to the brand operation five years ago. However, in order to achieve brand blasting, it is necessary to accumulate deeper connotations, and more efficient integration of communication cases is needed. I believe that in 2014, the brand blasting will have new exciting! The article was reported by Changzhou Building Materials Editor.
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