Since the arrival of micro-channel era , recently pulled into a lot of micro-channel group , every day is still the overwhelming industry information , while the popular focus are: 1 , the electricity supplier ; 2 , the promotion will ; 3 , channel expansion mode ; 4, the product ; 5 technologies; 6 , the price ...... come and go all channels, products , policies for each enterprise to share specific examples and how to do the problem ; actually the past few years to nearly two years of blog microblogging again to the present micro-channel , the circle has been hoarding a lot of lighting industry can learn from the information content , and on the work of recent years was engaged in the led outdoor lighting wholesale industry because of children's shoes carefully collect , summarize, summarize , visits, communication, learning , financial the Department has also become proficient road lighting experts and scholars ; this is a good thing, because the information developed and highly transparent , with no industry experience to do things the old , but set more wisdom , wider vision, innovative thinking and a larger platform to co-ordinate the planning and implementation of ;
Engaged in the lighting industry for more than ten years for me , maybe a little stubborn and rigid thinking , there are many things that do not agree with a lot ; while he also constantly reflect on ourselves : do the lighting really simple? Ask TCL, the United States may have a stomach of grievances ; ask NVC , Op, three male Aurora , sunlight, Foshan lighting will transition worries ; ask Philips , Osram , GE technology and the times will be helpless ; ask Linsen , rectangular , Everlight , country star will grow bitter ; ask Sanan , Epistar , Samsung, Sharp , Citizen, Cree , Bridgelux market penetration will be confusion ; ask owners to face some of the lighting designer when there are too many helpless sadness ...... of course , including some made of a single product , do OEM, make a nice integrated planning are relatively moist businesses , where we only summarize the vast majority of the common problems is concerned ; fact " lighting " is a general term of the entire industry ; from hardware , chips, and even the power to the light source lighting products, light from the mode of operation , outdoor , indoor, decorative , such as different product lines , ranging from enterprises and dealers to professional service organizations throughout chain have too much space for the presence of various segments of the market operability ; however , lost in the competition , in the development of confusion, which has long been a common problem for many companies , of course, including my own ; growth in learning , summed up in experience , adjust the LED lighting industry has become a problem in every business encounter and must be experienced in action ;
How to enhance the value of the lighting is constantly thinking about their own problems , including: 1 , development direction and shorter deployment planning , long-term ; 2 , brand positioning , aspirations , dissemination and formation ; each 3 , product positioning conferred fusion kind of competitive advantage ; enterprise capabilities and features can support , carrying the selected channel mode , and integrated support and operational support services , etc. ; fact , swarm into the new generation LED lighting business , the most difficult is not the product , not the costs, not technology, not the supply capacity of the channel is not a breakthrough, not marketing personnel ; but most companies put into a business career , look to the lighting market is only a vague concept , focusing on short-term benefits , have business to do , what what to do, there is no clear market positioning themselves , no one can sort out their long-term development and planning mainline brand manager ; this precisely reflects the current lack of lighting many new military understanding and awareness of the so-called development bottlenecks arising from the crux of the bottle where ;
One of the problems , the enterprise ; in LED lighting industry in the new army , and regardless of the form in which to enter the field of lighting , most of their own point of view to do standing lighting , lighting can really do the business from the perspective of another how much ? Many companies are still considered desirable to integrate these products to open stores to reflect the competitiveness of the product line , or to make a single product designed to do two dagger weapon formed through wholesale distribution , as long as a certain leveraging breakthrough, open up the middle vertically connected downstream enterprises naturally marching toward idealistic goals ; actual fact, although we can also pleased to see some of the good momentum of the new army , but it must be tough the next two years before the most critical ; put it plainly, newborn the current generation of corporate good momentum in recent years mainly benefited the muddy Bureau , experienced and professional managers ground gas identify gaps in the market , temporarily seize the current good start and won ; but with the traditional lighting companies positive battle yet to come , 2015 is perhaps a ridge. Therefore , I think the greatest value of the lighting business is still reflected in the architecture to improve and reserve personnel , from the idea of the entire disk , planning, layout , implementing a full range of professional functions positions people in place to achieve the same objectives , acting , consistent with efficiency , enterprises can seize the opportunity and the release of the real powerful integrated combat ; practitioners in my ten years experience in this regard in the deep , concentrated mainly reflected in the crux of the structure and management , and this is my opinion planning the importance , of course, was somewhat sweeping ;
The second problem , the brand ; any business to make some money , and further development , or development camp which turn to the more speculative market behavior or development mode, this is normal, because the growth is no standard can learn everything only from their own ; But Brand the form is not claiming credit for themselves will be able to do it, it needs to feel an emotional touch to the consumer from the perception of the formation, thus reflected the value of the goods is the key to the formation of the brand ; Therefore , companies from planning, deployment , initiating, implementing formed to represent the brand and what the companies want to pursue anything, but the key is to reach the final goal of a business to adhere ; reason for the confusion is due to ignorance , because still fumbling , because the market for the recognition of impervious , naturally wavering , finally, could keep operating , but the direction was sour ; took nearly two years, the most popular channels and traditional channels electricity providers to expand for things , it's just an act business planning methods among implemented it , do not be as specific ways of the business operations straw ! Especially the electricity supplier for the current electricity supplier from the nature of the operation of the lighting , I have been skeptical , but also concern , from a rational point of view , the future has integrated lighting power on the downstream industry resource integration and service capabilities maybe there will be a platform provider , but certainly not new to come out of the enterprise alone and facilitated .
Moreover , the current industry is still in a full range of competitive products , competitive prices , channel competition stage , to survive ? To develop ? To break through ? Rushed to say the practice is totally understandable , because they are so came to be. But if we ignore the point of what ? What do we sacrifice ? Unforgettable brutal competition in the market of two , might not have to measure and critique what we get . But according to most mainstream mode of operation and competitive manner , resulting homogenization of each company's products will gradually lose power ; the true face of the traditional brand of confrontation , your terminal capabilities , channel capacity , competitive product line single force on products , professional services capabilities, system operation capabilities, brand support force in what ? Time is running out , it will soon be verified.
Three of the problem , the product ; inner circle earlier popular saying : No products based marketing is bullying ! I totally agree , because I love occupational diseases is a product of the study; any supporting point of marketing is always the product , but the product should be divided into separate attribute it? Wrong , the product is the whole marketing system in firearms, ammunition , weapons and products are the foundation of marketing products in the development of marketing must be integrated into the connotation ; But many people can not solve the real value of the product , it should be given a combination of industrial design, technology, marketing concepts, cost , productivity, on-site installation and a series of basic requirements. In fact, many people believe that only products with high technological content of products with more value , this understanding is wrong. led outdoor lighting wholesale products can also produce high value returns for businesses to better control costs , improve production efficiency , easy to keep and circulation of goods , capital turnover rate is conducive to enhancing marketing tool , to enhance competitiveness , market adaptability , share, for businesses operating efficiency and competitiveness are of crucial important role , it is cut and remove obstacles to market the most basic protection ; while for consumers, the general public , to achieve easy to use, durable , affordable facilitate both , without giving too much of the so-called professional content to flicker ; weapon technology and professional products , brand weapon , value-added weapon, of course, they will inevitably go to supporting professional services , why some multinational companies have relatively leading core technology advantage ? It is inevitable it? A British customer told me about a well-known brand in the UK domestic lighting market situation : "They rely on low-end cheap T5 products have a good market ." After listening to my strong feelings , no sustained delivery of innovative technology , not regularly highlights of new technology products with the release of low prices alone , once inside , the brand will freeze , and this worth it? In turn ask : could not find a valid starting point, has been stagnant , useful? Oh ~ This is called entangled ;
But no doubt , by the low-end cut , to seize the market , pocket money only to the higher goal of forging ahead , it is not impossible , but how relatively high , medium and low three-way enterprise product planning are clearly difficult many ( order: conceptual , core type , fighting type ) . Moreover, technology is always sustained competitive enterprises play an effective weight is a strategic foundation for the brand gilded ; can do, Why not consider a more long-term development planning? So the car , appliance so , electronic digital products so , furniture, clothing and so much of the industry is also the case ? On the lighting industry, many of our companies do business worldwide , but the worldwide famous brands do it? Achievements allow foreigners can also really respected mainstream brands do ?
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