LED brand era will start in the Chinese lighting market

The face of fierce competition in the LED lighting market, China's LED companies should take the road ahead?

First, the arrival of the brand era of China's lighting market

Levi Wright, a famous advertising expert in the United States, has such a famous saying: Marketing is a brand of war - competition with the length of competition between brands, with the market is more important than owning a factory, and the only way to have a market is to have a dominant position in the market. Brand.

The past 20 years have been a crucial period for China's transition from a planned economy to a market economy. The overall social structure and economic structure have undergone major changes, and the domestic consumers' purchasing psychology has matured. The market share of branded products is increasing. The brand strategy has been valued by all walks of life. From the home appliance industry to the food industry, brand battles can be seen from time to time. Haier, Wahaha, TCL, Lenovo and Sohu emerge. , Baidu and a series of Chinese famous brands. After joining the WTO, the marketization process will further accelerate, and the competition between domestic and international brands will become even more cruel.

For example, the domestic beverage market: The market share of the top three brands of carbonated beverages exceeds 77%. The home appliance industry, telecommunication industry, automobile industry, etc., almost all walks of life, are well-known brands that affect people's consumer behavior. Needless to say, the era of Chinese brands has come.

China has gradually formulated and issued a number of economic laws and regulations, such as the "PRC Trademark Law," "PRC Advertising Law," "PRC Contract Law," "PRC Consumer Rights Protection Law," and " Some opinions on promoting enterprises to create brand-name products, etc. Established a good legal protection for Chinese companies to establish a brand.

It can be seen that branding is an inevitable outcome of the market economy, and it is the foundation for the survival and development of enterprises, and is also a sign of the strength of national power. Brand strategy is greatly concerned by the country, governments at all levels, companies, and even individuals.

The reform of the market economy system also spread to over 10,000 domestic lighting manufacturing companies in China. Faced with a relatively unfamiliar market environment, companies have begun to emphasize the formulation and implementation of marketing strategies in order to survive, develop, and expand. The brand strategy is its core.

I have been engaged in the lighting industry for 20 years, including 16 years of marketing, traveled across China's major cities, experienced personal changes in the lighting industry in China, and witnessed the rise and fall of one company. As the saying goes: “The Yangtze River is overwhelming. Spraying heroes. "Only companies that value branding and quality can be invincible.

In the early 1990s, the world's lighting giants set up factories in China and began a new era of industrial upgrading and brand competition. In 1993, Matsushita Electric Industrial Co., Ltd. and Sitong Group established Beijing Sitong Matsushita Electric Works Co., Ltd.; in March 1994, PHILIPS and Shanghai Yaming Light Bulb Factory established a joint venture; in June 1994, GE Lighting established General Electric Gerpo Lighting Co., Ltd.; In April 1995, OSRAM Germany established OSRAM Foshan Lighting Co., Ltd. in Foshan. Japan’s Toshiba has also established its own production base in China. Some of the oldest lighting companies in the country are joint ventures, some restructurings, and some withdrawing from the historical stage. For example, the Beijing brand light bulb of the Beijing Light Bulb Factory has been brilliant and it has been hard to find.

The large-scale entry of foreign brands brings advanced technology, management, and brand marketing concepts, bringing infinite vitality to the lighting market. Consumers have rapidly accepted a large number of new lighting concepts and new products.

Many domestic companies are not far behind, using their own strengths to develop and grow, there has emerged a bright, snow brand new brands such as CNLIGHT. In August 1996, Guangdong Op Lighting Co., Ltd. was born; in November 1998, NVC was officially founded. This is the two Chinese lighting companies I most admired. It took them only 10 years to create the myth of the lighting market. At the early stage of its establishment, NVC founder Wu Changjiang clearly discovered that “there is no shortage of good products in China's lighting industry and a good brand is missing.” In the next few years, the market structure of the lighting industry in China will shift from product competition to brand competition. We boldly proposed to “create a world brand and compete for the first place in the industry” and establish the business idea of ​​“branding with products and promoting scale operation with brands”. For 10 years, NVC Lighting has become a leading company in China's lighting industry with a growth rate of 110 times and an average annual growth rate of nearly 70%. Op Lighting has started to learn about Panasonic's home lighting. In just a few years, it has rapidly surpassed the global home lighting giant Panasonic in the domestic market with a good brand image and outstanding price/performance ratio. It has become the benchmark of Chinese home lighting.

Brand-name companies continue to grow and the share of brand-name products rises rapidly, which fully shows that the era of Chinese lighting brands has come.