China's lighting industry has been developing in the 30 years of reform and opening up. It has reviewed the 30-year history of industrial development. After 1979-1989, the “government-enterprise-sourced unified procurement of lamps and lanterns, and the sale of lamps and lanterns by lamps and lanterns†was the same, and the development under the planned economic system continued. The "child care market + parent promotion" period.
After going through the light source integration period from 1989 to 1999, the integration of lamps and lanterns into the standard management system of the International Electrotechnical Commission, the light source and the lamps and lanterns were basically straightened out, they gradually went to the market-oriented road and they were able to partially go out. This is called “ "Development of the market + drive out of the house" in the infant and young period and adolescence.
In the ten years from 1999 to the present, with the simultaneous expansion of China's lighting industry and enterprise scale, continuous improvement of technology level and product quality, the concentration of production areas and supporting dependency advantages, and the penetration of light source companies and lighting companies, the Chinese lighting industry has become As an important force in the world lighting industry, China's lighting industry has entered an integrated development stage.
"Thirty-five to stand" China's lighting industry is facing the "establishment period" of the "mature market", but also coincides with the 30 years of reform and opening up that experienced the construction of domestic real estate and the upsurge of urban lighting project construction in the beginning of this century. In fact, we should see that the lighting industry in China started to grow from naive to mature, from fanaticism to rationality, and the facts are not only optimistic. In the 21st century, the brand has become the goal pursued by lighting companies. Although China's lighting industry has been driven by NVC, Ops and other companies, in the short span of ten years, a number of so-called “brand†companies have formed in the industry, but the Chinese lighting companies The "difficulty" of the brand has gone hand in hand.
The brand status quo and the puzzled exploration of China's lighting industry remind me of a famous saying by American poet Eliot: “We must not stop exploring. The end of all exploration is to return to the starting point and have the first understanding of the starting point. ". "Sit and talk," semiconductor lighting as an important branch of China's lighting industry, the end of the traditional lighting business brand is to create a starting point for the brand of semiconductor lighting, old ginger hopes to save photos with colleagues in the industry to analyze the lighting business brand "confusement."
Confusion of category brand strategy:
Darwin in the "Origin of Species" revealed the law of the growth of organisms: "There are two ways in which organisms grow: one is evolution, which is a paradise for the growth of old organisms; the other is differentiation, and it is a paradise for the growth of new organisms."
Lighting companies to build brands and maintain the development of the brand, naturally follow the laws of biological growth. For old brands, as long as they continue to "evolve" themselves, they can maintain their brand's leading position; and for backward brands, they must grasp the trend of "differentiation" - to open up new categories.
The lighting industry in China has long been in the competitive status of international brands. Philips, Osram, GE and other international giants rely on high-end international brand images to cover almost all of the lighting's category lines. The only domestic company that can compete with them is NVC (commercial). Lighting brand category, the advantages focused on the market capacity of engineering and commercial lighting), Op (home lighting category brands, the advantages of focusing on terminal outlets and word of mouth), and other representative brands. At present, the real sense of the domestic industry, a serious lack of brand names, and category integration, public branding will become the domestic industry leader in the category of brands to build the inevitable road, brand category is still breaking the confusion.
The confusion of the industry brand break:
Industry brands refer to brands that are known and recognized in the industry, and public brands are brands that the public knows and recognizes. When measured in terms of popular brands, China’s home appliances, IT, fast moving consumer goods, and automotive industries have established many well-known and widely trusted mass brands due to their early development and full competition. For example, computers have associations and household appliances have Haier’s. Air-conditioning has Gree, and Huawei has Huawei communications.
China's lighting industry has low social concerns and serious product homogeneity. There has been a large amount of unbranded, unbranded, and unbranded companies in the industry for a long time. Brand competition in the industry is at a stage of extensiveness, homogenization, and low efficiency. Brands of lighting companies are not established. As a result, it is impossible to form a brand effect and cannot enjoy brand premiums, and can only fall into the price war circle. It is clear that the industry brands are in urgent need of transitioning from the industry brands known to the industry to the mass brands recognized by the general consumers. This is a common problem facing the lighting industry. .
At present, the brand of China's lighting industry is in the stage of transition from the industry brand to the public brand. With the continuous development of the lighting industry, the importance of lighting companies in building brands has formed a consensus in the industry. Lighting companies also recognize that competition in the lighting industry has evolved from product competition to price competition to brand competition. But how to change from the industry brand to the public brand, the industry is very confused, many companies believe that celebrity endorsement, CCTV advertising, import CIS, is to do the brand, the lighting industry is still confused public brand break.
The star image is confused:
To explore the history of Chinese celebrity endorsements, there is such a story that is quite interesting—Wang Anshi returned home and learned that the poor relatives in the countryside rely on straw hats for their livelihood. The busy business season is fair, and once the farmers have passed, the trade is bleak. As the wise man Wang Anshi came up with a plan to pull a poor relative - Wang Shuoxiang returned home, of course, all the hometown nobles are sure to come to visit, Wang Anshi would wear a straw hat made by relatives, ushered in to send. Err, the straw hat of the poor relative sold out. In terms of modern advertising, Wang Haoxiang endorsed straw hats to give the straw hat a new meaning.
It is obviously not important whether the endorsement of Wang Yixiang’s image is true or not. However, the effect of celebrity endorsement for the brand has many references, expanding popularity, solid loyalty, and strengthening brand personality. Celebrity endorsement is also an integrated project. From the perspective of marketing, popularity is the basis of endorsement, and celebrity is the endorsement strategy. Most enterprises sign the purpose of the spokesperson of the image. The first is that they hope to increase the popularity of celebrity endorsement products and increase sales in the short term. This is a means of marketing use. In recent years, the industry has nearly used a lot of this technique because companies believe that celebrity endorsement is the best way for industry brands to achieve brand popularity.
The benefits that a star can bring to a brand are determined by the nature of the advertisement. The ability of advertising as a consumer is generally a sense of consumer safety and identity, and even a fanaticism of brands. This kind of trust and fanaticism is precisely what stars have. There have been surveys showing that nearly 80 percent of commercials broadcast by CCTV in recent years are celebrity endorsement advertisements. Small brands have to sell their fire. It seems that the biggest star is the most simple means. The combination of big brands and big stars is seen as a proper thing. With regard to celebrity endorsements, industry media and certain industry planning agencies have There is a special article, "On the Road," where ginger is no longer "re-reading." The following suggestions are counted as industry speeches.
After going through the light source integration period from 1989 to 1999, the integration of lamps and lanterns into the standard management system of the International Electrotechnical Commission, the light source and the lamps and lanterns were basically straightened out, they gradually went to the market-oriented road and they were able to partially go out. This is called “ "Development of the market + drive out of the house" in the infant and young period and adolescence.
In the ten years from 1999 to the present, with the simultaneous expansion of China's lighting industry and enterprise scale, continuous improvement of technology level and product quality, the concentration of production areas and supporting dependency advantages, and the penetration of light source companies and lighting companies, the Chinese lighting industry has become As an important force in the world lighting industry, China's lighting industry has entered an integrated development stage.
"Thirty-five to stand" China's lighting industry is facing the "establishment period" of the "mature market", but also coincides with the 30 years of reform and opening up that experienced the construction of domestic real estate and the upsurge of urban lighting project construction in the beginning of this century. In fact, we should see that the lighting industry in China started to grow from naive to mature, from fanaticism to rationality, and the facts are not only optimistic. In the 21st century, the brand has become the goal pursued by lighting companies. Although China's lighting industry has been driven by NVC, Ops and other companies, in the short span of ten years, a number of so-called “brand†companies have formed in the industry, but the Chinese lighting companies The "difficulty" of the brand has gone hand in hand.
The brand status quo and the puzzled exploration of China's lighting industry remind me of a famous saying by American poet Eliot: “We must not stop exploring. The end of all exploration is to return to the starting point and have the first understanding of the starting point. ". "Sit and talk," semiconductor lighting as an important branch of China's lighting industry, the end of the traditional lighting business brand is to create a starting point for the brand of semiconductor lighting, old ginger hopes to save photos with colleagues in the industry to analyze the lighting business brand "confusement."
Confusion of category brand strategy:
Darwin in the "Origin of Species" revealed the law of the growth of organisms: "There are two ways in which organisms grow: one is evolution, which is a paradise for the growth of old organisms; the other is differentiation, and it is a paradise for the growth of new organisms."
Lighting companies to build brands and maintain the development of the brand, naturally follow the laws of biological growth. For old brands, as long as they continue to "evolve" themselves, they can maintain their brand's leading position; and for backward brands, they must grasp the trend of "differentiation" - to open up new categories.
The lighting industry in China has long been in the competitive status of international brands. Philips, Osram, GE and other international giants rely on high-end international brand images to cover almost all of the lighting's category lines. The only domestic company that can compete with them is NVC (commercial). Lighting brand category, the advantages focused on the market capacity of engineering and commercial lighting), Op (home lighting category brands, the advantages of focusing on terminal outlets and word of mouth), and other representative brands. At present, the real sense of the domestic industry, a serious lack of brand names, and category integration, public branding will become the domestic industry leader in the category of brands to build the inevitable road, brand category is still breaking the confusion.
The confusion of the industry brand break:
Industry brands refer to brands that are known and recognized in the industry, and public brands are brands that the public knows and recognizes. When measured in terms of popular brands, China’s home appliances, IT, fast moving consumer goods, and automotive industries have established many well-known and widely trusted mass brands due to their early development and full competition. For example, computers have associations and household appliances have Haier’s. Air-conditioning has Gree, and Huawei has Huawei communications.
China's lighting industry has low social concerns and serious product homogeneity. There has been a large amount of unbranded, unbranded, and unbranded companies in the industry for a long time. Brand competition in the industry is at a stage of extensiveness, homogenization, and low efficiency. Brands of lighting companies are not established. As a result, it is impossible to form a brand effect and cannot enjoy brand premiums, and can only fall into the price war circle. It is clear that the industry brands are in urgent need of transitioning from the industry brands known to the industry to the mass brands recognized by the general consumers. This is a common problem facing the lighting industry. .
At present, the brand of China's lighting industry is in the stage of transition from the industry brand to the public brand. With the continuous development of the lighting industry, the importance of lighting companies in building brands has formed a consensus in the industry. Lighting companies also recognize that competition in the lighting industry has evolved from product competition to price competition to brand competition. But how to change from the industry brand to the public brand, the industry is very confused, many companies believe that celebrity endorsement, CCTV advertising, import CIS, is to do the brand, the lighting industry is still confused public brand break.
The star image is confused:
To explore the history of Chinese celebrity endorsements, there is such a story that is quite interesting—Wang Anshi returned home and learned that the poor relatives in the countryside rely on straw hats for their livelihood. The busy business season is fair, and once the farmers have passed, the trade is bleak. As the wise man Wang Anshi came up with a plan to pull a poor relative - Wang Shuoxiang returned home, of course, all the hometown nobles are sure to come to visit, Wang Anshi would wear a straw hat made by relatives, ushered in to send. Err, the straw hat of the poor relative sold out. In terms of modern advertising, Wang Haoxiang endorsed straw hats to give the straw hat a new meaning.
It is obviously not important whether the endorsement of Wang Yixiang’s image is true or not. However, the effect of celebrity endorsement for the brand has many references, expanding popularity, solid loyalty, and strengthening brand personality. Celebrity endorsement is also an integrated project. From the perspective of marketing, popularity is the basis of endorsement, and celebrity is the endorsement strategy. Most enterprises sign the purpose of the spokesperson of the image. The first is that they hope to increase the popularity of celebrity endorsement products and increase sales in the short term. This is a means of marketing use. In recent years, the industry has nearly used a lot of this technique because companies believe that celebrity endorsement is the best way for industry brands to achieve brand popularity.
The benefits that a star can bring to a brand are determined by the nature of the advertisement. The ability of advertising as a consumer is generally a sense of consumer safety and identity, and even a fanaticism of brands. This kind of trust and fanaticism is precisely what stars have. There have been surveys showing that nearly 80 percent of commercials broadcast by CCTV in recent years are celebrity endorsement advertisements. Small brands have to sell their fire. It seems that the biggest star is the most simple means. The combination of big brands and big stars is seen as a proper thing. With regard to celebrity endorsements, industry media and certain industry planning agencies have There is a special article, "On the Road," where ginger is no longer "re-reading." The following suggestions are counted as industry speeches.