The overall home lighting with its complete product line, suitable for store operations, can easily solve the consumer's one-stop lighting needs sought after by the industry. There is a market demand that will inevitably spawn a number of industry brands. Thus, Op, a first lighting brand that entered the China Top 500, was born. Autran, Oxbridge, Liangdi, Johnson, Huatai, Taichang Sunshine, Yihao, Hongguang, Odile, Guanhua, Bailitong, Ouhe, Marantz, DTL Lighting, Minnie, Xiaokang Light, etc. Second-tier home furnishing brands, with annual sales of 50 million to 200 million, follow closely thereafter. However, after several years of development, the overall number of home lighting companies has only increased, and the second and third line brands are under tremendous pressure. Some are in recession, some have encountered development bottlenecks, and some are struggling to break. Because of the high homogeneity of products and the lack of core competitiveness, the profit of franchise dealers also continues to fall. The single store's survival is facing the greatest test, and the interest chain threatens to break. How to improve the overall marketing strategy of home lighting? Where does the overall home lighting go? The author tried to initiate a project that triggered everyone to explore and promote the development and prosperity of the industry.
There is a close relationship between strategic marketing and business resources. The essence of strategic marketing is to plan the marketing plan and the formulation of the marketing strategy at the height of the competitive strategy. It is an all-round marketing that involves the overall development of the enterprise. On the one hand, the formulation of strategic marketing should fully consider the impact of external environmental variables on the development of the enterprise. On the other hand, it must also study how to tap internal resources and maximize resource efficiency. From the perspective of external macro factors, the rapid growth of China's economy and real estate provides a rare market development opportunity for the associated lighting industry, which is a favorable side; but in the first-line market, with the release of personalized demand from high-income groups They will show a stronger desire to purchase modern and crystal lamps with a higher sense of value and a stronger sense of fashion. Therefore, there is an implicit weak competition between the overall home lighting and other categories of lighting. The main home market will be presented in more diversified secondary, tertiary and tertiary markets.
Marketing expert Lu Peikang pointed out: With the profound changes in the market environment, traditional marketing theories such as 4P and 4C are increasingly being challenged. Enterprises increasingly need to think systematically about marketing issues, and more and more need to be analyzed from the perspective of organizational resources and dynamic environment. And choose a scientific marketing strategy. Based on the organizational resources and customer needs, the concept and practice of understanding markets and managing marketing from the perspective of competitive strategy is the strategic marketing management of enterprises. Strategic marketing management is the objective requirement of the new market environment for the enterprise, and also the profound understanding and rational choice of the nature of the market for the enterprise under the complex and ever-changing environment. 4C provides us with an important perspective on marketing issues, and companies must return to 4P to achieve value exchange. Therefore, in terms of methodology, strategic marketing theory advocates thinking in 4C, implements it in 4P, and looks at the changes in the industry from the perspective of product mix.
The historical origins of the overall home lighting brand are different. Oupu started from energy-saving lamps, and then focused on ceiling lamps, opened the brand's popularity with excellent cost performance, and took the lead in setting the banner of the industry's first flag brand. Today's Shanghai Luyuan, Qiaosen, Ao Kete, Ao Keshi are the first to do a good job of energy-saving lamps into the overall home lighting. Huatai and Marantz evolved from glass lamps. Each brand must have its own housekeeping core profit products, such as Op lighting ceiling lamp to pay attention to the transparency is better, is a unique selling point; Liangdi kitchen lighting, good appearance and no indentation; Hongguang aluminum Lamps, Guanhua's flat low-voltage crystal lamps are also industry highlights. Although the overall home lighting style is relatively stable, but in order to avoid homogenization of vicious competition, we must innovate and differentiate, develop products must be based on 4C customer-oriented starting to think about the problem, we must pay attention to the aesthetic needs of consumers, companies should In research and development to increase investment in human resources and resources, pure imitation can not save their own. Aoqi Te created a brand-new style and out of its own characteristics. Guanhua's flat crystal low-voltage light is the mainstream product of the second and third-tier markets. Integrating into the store will increase the profitability and competitiveness of single stores; Huatai will see The demand for crystal lamps in the second and third-tier markets was decisively added last year; Autron launched the “Ultimate†modern lamp; DTL lighting was changed to the lighting living museum; this year's Oxon to the engineering products; There are also Hao Hao and Ao Kete, the product also launched a storm on the field of commercial lighting, has become a large category of integrated brands. Change the pass, and then change it. How to integrate the overall home lighting products, that is, to improve the single store sales and profits as the standard, taking into account both customer-oriented and competitive-oriented marketing strategies, some companies add too much, no core competitive products, will inevitably endanger the brand's Reputation, resulting in a decline in the competitiveness of enterprises. More small and medium-sized enterprises should not seek the best, but should seek refinement and refinement. For example, Fraus is a company that understands differentiation.
2, channel competition
China's marketing community has always had the truth of the channel, and the competition for channels is the key point of competition. The overall home lighting is also the same. Competing for large distributors is also a required course for various manufacturers. Some individual distributors are upheld by manufacturers. Even said: In my place, whoever I represent is the brand. Jay Chou really used the slogan for M-Zone's endorsement to say "My site is my master". Although it was a bit frantic, it reflected that the lighting industry was a lowly-focused industry with high participation and a very uneven domestic market. Since 2009, national and regional investment promotion conferences have risen one after another and suddenly increased. Fan Bingbing, Sun Li, Jiang Wenli, Zhou Haimei, Zhai Ying, Zeng Zhiwei, Zang Cunxi and other male and female celebrities are all adding color to the channel outlets of various companies and cheering. In 2009, the new dimming masters who entered the domestic market were not willing to find the actual situation of non-mainstream distributors in the lighting market. They actually pulled out home appliances and car dealerships outside the industry to engage in the lighting cooperation business. Some of the images were monopolized. The store opened up to the commercial area outside the lighting market, creating a precedent for the industry's channels.
The rise of the secondary and tertiary markets in the lighting industry has provided external conditions for the flatness of channels. 70% of op lighting's market share comes from the secondary and tertiary markets. Channel flattening is due to the need for competition and control, channel control and channels. Efficiency must be balanced in order to adapt to changes in the market. As the intensity of competition increases, it is an inevitable trend to obtain cost competitive advantage through the flattening of channels, and it is an inevitable trend to strengthen the understanding and control of the target market. The resulting channel conflicts and string goods problems will inevitably be inevitable. Enterprises need to be close to the market and close to customers. Channel models and functions should be changed from being competitively oriented to being customer-oriented, from transaction-oriented to relational-oriented, to deepening relationships with customers, stimulating resonance with customers, and pleasing customers' buying experience. Philips Lighting is an insight into this trend. The experience shop highlights the high-end image and positioning of international brands; Qiaosen Lighting proposes a strategic plan of “One Thousand Stores,†and opening an experiential image store is also a profound insight into the current channels. Understanding and interpreting; for most brands, the image of the store must be upgraded without delay. Opel has laid out flagship stores in the first-line market. The network of more than 3,000 image stores across the country is difficult to surpass and cannot surpass the rest of the brands. Now does not mean that the future, change and the game is the constant theme of competition. Shanghai Lvyuan shouted out the grand goal and slogan of Wanzhenwan Store to do "Wahaha" in the lighting industry. The slogan under the slogan, implementation, business costs and the management of the marketing team is a severe test, but Oupu used a lot of tricks before it successfully survived.
In 2010, South Korea's Hyundai lighting brought huge amounts of money to the vertical integration of the lighting industry, indicating that the lighting industry really wolves. The acquisition of upstream suppliers, the joint-stock reform of channel companies, the enrichment of channel product lines, and the more stable channel, this is a huge project, and it also directly rises from product competition and channel competition to brand and capital competition. For most second-tier and third-tier brand companies, the more pragmatic and steady market channel strategy is to focus on their core and major markets to do a deeper job, and then to pursue rolling development. The era and opportunities for spreading the Internet are no longer available. From the beginning of this year, some companies only held core distributor meetings to confirm this.
3, branding
The brand strategy management model reflects a clear strategic orientation. It believes that the brand is the core of the business strategy. Brand equity is the most valuable corporate asset. The brand advantage is the most reliable competitive advantage. Therefore, only the strategic management of the brand can realize the company. The maximization of value and excellent brand strategy can make the business strategy simpler, more focused and more efficient.
The brand slogan is an image interpretation of the core value and brand personality of a corporate brand. A corporate brand must not only have the commitment of material interests, but also must stimulate the consumers at the spiritual level and communicate with consumers in the depth of the heart. Consumer emotional resonance. The slogans of NVC, Op, Hao, and Dafeng mainly express the pursuit of light quality. It is right to say this in the early stages of the development of a company. However, as companies grow stronger and their influence increases, they must refine more. Personally and segmentally differentiated branded advertising, I personally believe that the brand slogans of José and Oakes are more inspirational and can be easily disseminated and recognized. In this regard, we should learn from and learn from domestic sports brands, such as Li Ning’s “everything is possibleâ€, 361’s “more loveâ€, the noble bird’s “than to be happy, who fearsâ€, and the tobacco brand. Such as Liqun’s “Let the soul travel,†and Red Dragon's “how far we can think, how far we can go†is extremely powerful.
In terms of branding, Ops has many wonderful things. From the public welfare marketing of funded cataract patients to advertisements in CCTV and the sharing of the same song, Wenchuan Earthquake has made a huge investment to pay homage to the brand's style. temperament. Since 2009, the overall home lighting market has become more fierce, and some small cottage factories in the ancient town are madly rushing to eat at the low end of the market. This will inevitably encroach on some mid to high-end markets; there are also Midea, South Korea Hyundai, Delixi, Xiwannian, etc. With the influx of powerful companies and the tenacious offensives of the second and third-tier brands, Ops’s decisive approach should be repositioning and reviewing its own brands, and continue to build consumer-loving popular brands.
Qiaosen Lighting demonstrated the determination and firmness of an entrepreneur in branding. President He Rongbiao used tens of millions of funds to place advertisements on CCTV, advocated the brand concept of “responsibility. Homeâ€, and tried to transfer from channel brands to mass brands. Transformation. This generous initiative has a strategic demonstration and guiding role for second and third tier brands, and will inevitably lead to second and third tier companies to upgrade their brands.
There is a close relationship between strategic marketing and business resources. The essence of strategic marketing is to plan the marketing plan and the formulation of the marketing strategy at the height of the competitive strategy. It is an all-round marketing that involves the overall development of the enterprise. On the one hand, the formulation of strategic marketing should fully consider the impact of external environmental variables on the development of the enterprise. On the other hand, it must also study how to tap internal resources and maximize resource efficiency. From the perspective of external macro factors, the rapid growth of China's economy and real estate provides a rare market development opportunity for the associated lighting industry, which is a favorable side; but in the first-line market, with the release of personalized demand from high-income groups They will show a stronger desire to purchase modern and crystal lamps with a higher sense of value and a stronger sense of fashion. Therefore, there is an implicit weak competition between the overall home lighting and other categories of lighting. The main home market will be presented in more diversified secondary, tertiary and tertiary markets.
Marketing expert Lu Peikang pointed out: With the profound changes in the market environment, traditional marketing theories such as 4P and 4C are increasingly being challenged. Enterprises increasingly need to think systematically about marketing issues, and more and more need to be analyzed from the perspective of organizational resources and dynamic environment. And choose a scientific marketing strategy. Based on the organizational resources and customer needs, the concept and practice of understanding markets and managing marketing from the perspective of competitive strategy is the strategic marketing management of enterprises. Strategic marketing management is the objective requirement of the new market environment for the enterprise, and also the profound understanding and rational choice of the nature of the market for the enterprise under the complex and ever-changing environment. 4C provides us with an important perspective on marketing issues, and companies must return to 4P to achieve value exchange. Therefore, in terms of methodology, strategic marketing theory advocates thinking in 4C, implements it in 4P, and looks at the changes in the industry from the perspective of product mix.
The historical origins of the overall home lighting brand are different. Oupu started from energy-saving lamps, and then focused on ceiling lamps, opened the brand's popularity with excellent cost performance, and took the lead in setting the banner of the industry's first flag brand. Today's Shanghai Luyuan, Qiaosen, Ao Kete, Ao Keshi are the first to do a good job of energy-saving lamps into the overall home lighting. Huatai and Marantz evolved from glass lamps. Each brand must have its own housekeeping core profit products, such as Op lighting ceiling lamp to pay attention to the transparency is better, is a unique selling point; Liangdi kitchen lighting, good appearance and no indentation; Hongguang aluminum Lamps, Guanhua's flat low-voltage crystal lamps are also industry highlights. Although the overall home lighting style is relatively stable, but in order to avoid homogenization of vicious competition, we must innovate and differentiate, develop products must be based on 4C customer-oriented starting to think about the problem, we must pay attention to the aesthetic needs of consumers, companies should In research and development to increase investment in human resources and resources, pure imitation can not save their own. Aoqi Te created a brand-new style and out of its own characteristics. Guanhua's flat crystal low-voltage light is the mainstream product of the second and third-tier markets. Integrating into the store will increase the profitability and competitiveness of single stores; Huatai will see The demand for crystal lamps in the second and third-tier markets was decisively added last year; Autron launched the “Ultimate†modern lamp; DTL lighting was changed to the lighting living museum; this year's Oxon to the engineering products; There are also Hao Hao and Ao Kete, the product also launched a storm on the field of commercial lighting, has become a large category of integrated brands. Change the pass, and then change it. How to integrate the overall home lighting products, that is, to improve the single store sales and profits as the standard, taking into account both customer-oriented and competitive-oriented marketing strategies, some companies add too much, no core competitive products, will inevitably endanger the brand's Reputation, resulting in a decline in the competitiveness of enterprises. More small and medium-sized enterprises should not seek the best, but should seek refinement and refinement. For example, Fraus is a company that understands differentiation.
2, channel competition
China's marketing community has always had the truth of the channel, and the competition for channels is the key point of competition. The overall home lighting is also the same. Competing for large distributors is also a required course for various manufacturers. Some individual distributors are upheld by manufacturers. Even said: In my place, whoever I represent is the brand. Jay Chou really used the slogan for M-Zone's endorsement to say "My site is my master". Although it was a bit frantic, it reflected that the lighting industry was a lowly-focused industry with high participation and a very uneven domestic market. Since 2009, national and regional investment promotion conferences have risen one after another and suddenly increased. Fan Bingbing, Sun Li, Jiang Wenli, Zhou Haimei, Zhai Ying, Zeng Zhiwei, Zang Cunxi and other male and female celebrities are all adding color to the channel outlets of various companies and cheering. In 2009, the new dimming masters who entered the domestic market were not willing to find the actual situation of non-mainstream distributors in the lighting market. They actually pulled out home appliances and car dealerships outside the industry to engage in the lighting cooperation business. Some of the images were monopolized. The store opened up to the commercial area outside the lighting market, creating a precedent for the industry's channels.
The rise of the secondary and tertiary markets in the lighting industry has provided external conditions for the flatness of channels. 70% of op lighting's market share comes from the secondary and tertiary markets. Channel flattening is due to the need for competition and control, channel control and channels. Efficiency must be balanced in order to adapt to changes in the market. As the intensity of competition increases, it is an inevitable trend to obtain cost competitive advantage through the flattening of channels, and it is an inevitable trend to strengthen the understanding and control of the target market. The resulting channel conflicts and string goods problems will inevitably be inevitable. Enterprises need to be close to the market and close to customers. Channel models and functions should be changed from being competitively oriented to being customer-oriented, from transaction-oriented to relational-oriented, to deepening relationships with customers, stimulating resonance with customers, and pleasing customers' buying experience. Philips Lighting is an insight into this trend. The experience shop highlights the high-end image and positioning of international brands; Qiaosen Lighting proposes a strategic plan of “One Thousand Stores,†and opening an experiential image store is also a profound insight into the current channels. Understanding and interpreting; for most brands, the image of the store must be upgraded without delay. Opel has laid out flagship stores in the first-line market. The network of more than 3,000 image stores across the country is difficult to surpass and cannot surpass the rest of the brands. Now does not mean that the future, change and the game is the constant theme of competition. Shanghai Lvyuan shouted out the grand goal and slogan of Wanzhenwan Store to do "Wahaha" in the lighting industry. The slogan under the slogan, implementation, business costs and the management of the marketing team is a severe test, but Oupu used a lot of tricks before it successfully survived.
In 2010, South Korea's Hyundai lighting brought huge amounts of money to the vertical integration of the lighting industry, indicating that the lighting industry really wolves. The acquisition of upstream suppliers, the joint-stock reform of channel companies, the enrichment of channel product lines, and the more stable channel, this is a huge project, and it also directly rises from product competition and channel competition to brand and capital competition. For most second-tier and third-tier brand companies, the more pragmatic and steady market channel strategy is to focus on their core and major markets to do a deeper job, and then to pursue rolling development. The era and opportunities for spreading the Internet are no longer available. From the beginning of this year, some companies only held core distributor meetings to confirm this.
3, branding
The brand strategy management model reflects a clear strategic orientation. It believes that the brand is the core of the business strategy. Brand equity is the most valuable corporate asset. The brand advantage is the most reliable competitive advantage. Therefore, only the strategic management of the brand can realize the company. The maximization of value and excellent brand strategy can make the business strategy simpler, more focused and more efficient.
The brand slogan is an image interpretation of the core value and brand personality of a corporate brand. A corporate brand must not only have the commitment of material interests, but also must stimulate the consumers at the spiritual level and communicate with consumers in the depth of the heart. Consumer emotional resonance. The slogans of NVC, Op, Hao, and Dafeng mainly express the pursuit of light quality. It is right to say this in the early stages of the development of a company. However, as companies grow stronger and their influence increases, they must refine more. Personally and segmentally differentiated branded advertising, I personally believe that the brand slogans of José and Oakes are more inspirational and can be easily disseminated and recognized. In this regard, we should learn from and learn from domestic sports brands, such as Li Ning’s “everything is possibleâ€, 361’s “more loveâ€, the noble bird’s “than to be happy, who fearsâ€, and the tobacco brand. Such as Liqun’s “Let the soul travel,†and Red Dragon's “how far we can think, how far we can go†is extremely powerful.
In terms of branding, Ops has many wonderful things. From the public welfare marketing of funded cataract patients to advertisements in CCTV and the sharing of the same song, Wenchuan Earthquake has made a huge investment to pay homage to the brand's style. temperament. Since 2009, the overall home lighting market has become more fierce, and some small cottage factories in the ancient town are madly rushing to eat at the low end of the market. This will inevitably encroach on some mid to high-end markets; there are also Midea, South Korea Hyundai, Delixi, Xiwannian, etc. With the influx of powerful companies and the tenacious offensives of the second and third-tier brands, Ops’s decisive approach should be repositioning and reviewing its own brands, and continue to build consumer-loving popular brands.
Qiaosen Lighting demonstrated the determination and firmness of an entrepreneur in branding. President He Rongbiao used tens of millions of funds to place advertisements on CCTV, advocated the brand concept of “responsibility. Homeâ€, and tried to transfer from channel brands to mass brands. Transformation. This generous initiative has a strategic demonstration and guiding role for second and third tier brands, and will inevitably lead to second and third tier companies to upgrade their brands.
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