Printed Circuit Board,Pcba Circuit Board Direct,Pcba Circuit Board,Pcb Gold-Plated Circuit Board Shenzheng Weifu Circuit Technology Co.Ld , https://www.wfcircuit.com
After the earthquake, people from all walks of life responded positively and donated money and materials to the people in the earthquake-stricken areas, striving to contribute to helping the people in the disaster areas to emerge from the earthquake. In the meantime, of course, there is no shortage of LED lighting companies.
G20-LED Summit member Sunshine Lighting dispatched 50 tents to the Ya'an disaster area on the afternoon of April 20; G20-LED Summit member Qinshang Optoelectronics donated 8000 sets of LED glare flashlights worth more than 1 million to Ya'an in the early morning of the 22nd; Changhong The first batch of 300 sets of 32-inch solar mobile TVs, 1000 sets of live satellite receivers arrived in Ya'an on the evening of the 20th... In addition, including G20-LED summit members Ruifeng Optoelectronics, Xinli Light Source, China Samsung, NVC Lighting, Philips, Many LED companies, such as Tianbao Group, Jingtai Optoelectronics, Kaixiou Lighting, and Zhaoxin Group, have extended their assistance to Ya'an.
"One party has difficulties, and all parties support." LED lighting companies' selfless assistance to the Ya'an area is not only a reflection of the company's social responsibility, but also lays a foundation for the company to establish a good brand image.
The domestic LED industry lacks leading brands, but the industry has never lacked the enterprises that make good products. However, due to the lack of brand promotion, LED brands have become trapped in the “near neighbors have women grow up, and they are not recognized by deep peopleâ€. Awkward.
According to industry insiders, "LED enterprises must develop the road of brand management. The depth and breadth of brand establishment is an important weight for enterprises to seize market share. With the outbreak of demand in the home lighting market, brand building is crucial.
Price "knock down" brand
When it comes to the status quo of the industry brand, many people in the industry expressed disappointment. Tan Jian, general manager of Laiwei Optoelectronics, said: "At present, there are several LED lighting brands that can be called well-known LED lighting industry in the whole LED lighting industry? There is no one pessimistic forecast."
The lack of brand is related to the fact that LED lighting companies are not aware of the importance of the brand, or that they do not know how to shape the brand. However, according to the reporters of "LED Lighting Channel", the biggest factor for enterprises to abandon the brand is the pressure to survive.
"Taking bulbs as an example, nowadays in Zhongshan lighting market, there are many people who sell for less than 2 yuan per watt, and even 3 watts of bulbs have been as low as 4 yuan. In pursuit of brand, there is no market for positioning high-end." Ou Qihua, general manager of Zhongshan Nateite Lighting Co., Ltd. mentioned that the LED lighting in the terminal market all over the country is mostly from Zhongshan, and the low price will reject the brand.
A business owner in Zhongshan is even more blunt: "All said that the brand is high-end, the price is low, but at present, whether it is Zhongshan or the national terminal market, it is a low-cost world, the company is taking the low-end route, more is out of The consideration of survival."
He also mentioned that the most basic standard for judging a brand is to meet the needs of consumers. In the current market environment, low price is the biggest demand of consumers, while low-priced products have the largest market demand. It is necessary to abandon the low price to make a brand that is not accepted by the market at all. For SMEs, they just want to do it, and the funds are not allowed. It is better to locate the low end.
It is true that branding is the "patent" of large enterprises. However, the brand has no market reality in the terminal, so many well-known LED lighting companies, even some listed companies, have taken prices as their own competitive weapon, not to mention survival in the cracks. SMEs have no choice but to survive in the fierce competition.
Brand awareness "starting"
Although the status quo of the unbranded industry has worried the industry, and the entire LED lighting industry will not have a strong brand in a short time.
However, we are also pleased to find that many companies are paying more and more attention to brand building, and actively expand their influence in the industry through various channels to pave the way for shaping their brand image.
Yang Guoqing, general manager of Ruisi Spectrum Lighting, said, “LED is still an emerging industry compared to traditional lighting. It is not surprising that the lack of precipitation leads to brand loss. However, after two years of development, many companies have already had corresponding brand awareness. ."
In terms of specific implementation methods, many companies choose to use the way of celebrity endorsements to expand their brand influence.
"LED lighting products customer groups are mainly ordinary consumers, looking for everyone familiar with the stars to speak for their LED lighting products, is undoubtedly the way to build brands faster," said Gao Xiao LED CEO Zhang Xiaofei.
Therefore, the choice of celebrity endorsements among LED lighting companies has become a reality. For example, Hao Hao Lighting found the mainland red man Fan Bingbing to endorse his lighting fixtures; Jonson Electric chose Hong Kong star Zeng Zhiwei; Shengan photoelectric spokesperson for Hong Kong star Chen Qitai; Guangyou Lighting successfully signed cooperation with Wang Likun, a famous movie star in the Mainland; Fengguang Legend signed The combination of mainland stars and Phoenix legends... Whether it is to ask for celebrity endorsements or selfless donations to Ya'an, it reflects the company's awareness of brand building. The marketing of LED lighting is not only the application of lighting products, but the promotion of new life concepts and consumption methods.
With the outbreak of the LED home lighting market, it is believed that this year, domestic LED lighting companies will be strengthened in the market planning activities established by the brand. Previously, consumers recognized brands are basically traditional lighting brands, such as Philips, NVC lighting, Op. Nowadays, some LED lighting brands have entered the consumer's field of vision, such as Becky, Lake, and Diligence.
“Brand strategy is above everything else.†Tan Jian emphasized in the national tour of Gaogong LED that why companies should establish their own brands, the purpose is to separate from competitors and form their own characteristics. To give a simple example, a LEE jeans can sell five or six hundred or even thousands, while an ordinary brand can only sell more than one hundred or even lower. This is the brand effect.
Playing the brand "prolonged war"
Traditional lighting companies have been working for many years and have perfect channels and brand foundations. Therefore, in terms of brand establishment, traditional lighting is more active, and those new and simple LED lighting companies have relatively weak brand awareness.
"The LED industry is also an emerging industry with a large market potential but a low barrier to entry. As a result, most new LED companies are relatively small in scale and relatively weak in capital strength. Therefore, there is no clear plan for establishing a brand." Zhang Xiaofei said.
At present, the domestic LED industry competition can be described as fierce. Everyone pays attention to the improvement of technology and quality, and has not invested too much energy in marketing.
There are also a small number of enterprises that, while paying attention to technology and quality, will also appropriately introduce market planning to enhance their image and increase their exposure to consumers, so that they can stand firm in the market.
“Only, in the field of LED lighting, the communication between buyers and sellers is still limited to the exhibition. One-on-one performance is more prominent. This kind of communication is very limited, which is not conducive to the promotion of the brand.†Yang Guoqing said that LEDs in the past two years The holding of the Industry Forum event has deepened the exchange of industry information, which is a one-to-many, but this exchange is limited to a small number of people.
"The real brand can't float on the surface, but it should sink to the whole terminal channel and be accepted by ordinary consumers. This is the basis for the brand to survive." Zou Hui, manager of the new Teli lighting market, mentioned that Wannian is a well-known brand in the field of lighting in Europe. However, when it was stationed in China, the market was mainly limited to Hong Kong, and its high-end route was not feasible in the mainland.
Therefore, the brand can not be limited to the geographical and consumer groups, nor can it only float on the surface without sinking to the channel.
At present, whether it is a new LED enterprise or a traditional lighting enterprise at a crossroads of transformation, it seems to be at the same starting line. In terms of brand building, each has its own advantages and wins, but in fact traditional lighting But it has more advantages.
Traditional lighting has mature channels and brand foundations. Therefore, if both brands are struggling to shape brands, traditional lighting companies have greater inherent advantages. Therefore, in terms of brand building, new LED companies need to make more efforts.
Establishing a mature brand is indispensable for a company to become bigger and stronger. Even in today's difficult industry development, companies need to make efforts to shape their brands, instead of always focusing on the low-end and catering to market demand. product.
In contrast, international LED lighting companies have always spared no effort in improving their own brands. Take Philips Lighting as an example. Although its lighting brand has been deeply rooted in the hearts of the people, it has also made a lot of efforts in promoting LED lighting. This also makes Philips' sales still maintain double-digit growth in the context of the industry's sluggish lighting market last year.
“Overall, the gap between Chinese LED lighting companies and foreign LED lighting companies is not only reflected in the technological gap, but also in the brand awareness.†Yang Guoqing said that brand building is not a simple, no deep advertising. Or a small-scale forum can be done, the company needs to have a clear brand positioning and make unremitting efforts. 
The price "knockdown" brand LED lighting needs to play the brand "prolonged war"
[Source: LED Engineering's "LED lighting channel" 2013 No. 6 (total of 42) reporter / Xiongyu Heng】 at 8:02 on April 20, Ya'an City, Sichuan Province, Lushan County 7.0 earthquake occurred, focal depth 13 Kilometers. As of 8:00 on April 27, the earthquake caused a total of 196 deaths, 21 people were missing, and a total of 2.31 million people were affected.