With the continuous development of e-commerce, online sales channels for enterprises enhance the value of brand image and increasingly highlight, e-commerce has become one of the most important driving force of the enterprise brand. In terms of brand building, electric field is a wang big blue ocean, through electric business channels to build brand has become an important issue for the development of enterprises.
Jingdong mall CEO liu pointed out that have no chance to do big platform, but on the e-commerce platform can also have a lot of the opportunity for a new brand. LED electric current, more is in a stage of "sell goods", in the true sense of the brand has not appeared, at the same time, due to the LED street lighting the advent of the era of electricity, the online product category is complete, covers almost any kind of home furnishings, therefore, for emerging LED enterprises, through the electricity sets up the brand, the LED has become the inevitable developing trend of electricity.
Rome was not built in a day, electrical goods brand is definitely not happen overnight. Shao Shibin chau Ming technology President assistant, said electric goods brand building should start from the basic properties of electricity, should from the breadth and depth of the product, the style of the product positioning, the quality of the products, network promotion, service and so on many of the products in deep mining, from packaging, design, moral, culture, style, etc, to find the orientation of itself, to provide clients with high added value, has the connotation of products and services.
In addition, Shao Shibin also points out that, along with the network popularization of the increasingly diversified, LED electrical goods brand promotion platform in addition to the traditional advertising, should also be innovative marketing model, to expand the cooperation pattern of a variety of media must be good at using the micro letter, weibo and other new media publicity and marketing.
As the pioneer of LED electricity - John Li Quan source lighting also share the successful experience of the brand construction to the reporter: for emerging LED enterprises, must be good at seize the market segment, creating the brand of "small but beautiful", so the chance of success is higher relatively.
The survival of the fittest ACTS accordingly
Recently, SanXiong NieJianJiang aurora household projects department director said in a media interview, the development trend of electricity with very similar to the trend of the development of LED lighting industry, is the enterprise could not avoid the fact. For LED enterprises, electric business channel is a good platform for marketing and product, but also should combine their own product characteristics, development status, must not blindly into the electric business platform.
"At present the trend of the large LED the entry into the channels of electricity enterprises are becoming ever more obvious, with the large number of LED enterprises to join, the price of electricity flow will be more higher, electric business platform advertising costs are close to the cost of the offline channel sales. Whether the presence of the electric business platform for enterprise, or is going to develop electric business channels for enterprises, should be rational to look at the electricity business channels, live within our means, with high quality products and service to win the channels of customers agree." John source lighting Li Quan said general manager.
Related to the personage inside course of study thinks, for entering the electric business enterprise, first of all, or according to the actual situation of the company to make a detailed plan, control and reasonable investment, even setting "stop loss". At the same time, can according to the company itself advantage resources in the rational allocation of advertising products, and continuously tracking effect and correct implementation plan. At the same time can be used as trial, sharing and other relative into smaller scheme for online promotion of the products.
China LED channel director puxin remind development alliance, the survival of the fittest, and ACTS accordingly. At present, the advertising cost is high, electric LED enterprises must not blindly follow suit, according to their own product positioning and their own strength to comprehensive consideration of whether the entry into the channels of electricity and electric business platform choose to suit their own business.
Large Numbers of LED enterprises to the current electricity driving force comes from the market, sales of LED street lighting products on domestic outfit ZhaoMingXian has even more than offline, the platform also intensify support for home lighting, it can all be signs of a market, therefore, whether the traditional enterprise ready to go from offline to online, or prepared through online, in electric business channel is wise. But at the same time, it should be noted that the current LED lighting mode is not yet mature, e-commerce is still in the stage, the promotion enterprise needs to consider the factors are still a lot of, how to make online sales channel, brand promotion and offline traditional channels together, forming a comprehensive integrated marketing channel, also need LED enterprise continuous exploration.
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