The overall outbreak of the LED lighting industry is, in the final analysis, a contest about brands. The brand and the king of the brand will eventually reflect the advantages and disadvantages of LED lighting products and the quality of service. In other words, products and services are the basic elements of building LED brands.
Products and services are the basic elements for building LED brands. Under the background of good development of the industry, some LED lighting companies have invited the big names of the stars to endorse their enterprises, and hope to build the brand's popularity in the shortest time. It is undeniable that this marketing method has a certain effect on building brand awareness in the short term. On April 16th, Mr. Liu Xiaoxiong, Vice President of Shenzhen Weiwei Photovoltaic Lighting Co., Ltd. and General Manager of Outdoor Lighting Sales Center of LED Lighting Division, was interviewed on LED lighting enterprise brand building.
Before choosing a big-name celebrity endorsement, we must first measure the enterprise. We must fully consider whether the company has sufficient funds to support high-end endorsement fees. Can celebrity endorsements bring long-term profit, and whether the company's products have the core competitive advantage that can impress consumers? . If there is no cost-effective product and matching quality service as the basis, then the famous star and the best channel model can not help the company to make a profit. Liu Xiaoxiong believes.
Liu Xiaoxiong said that when the new era of LEDs comes, the brand needs to be strengthened by its own positioning and tactics in order to obtain long-term recognition from consumers. In the process of building the brand of Maixing Lighting, Weiwei Co., Ltd. focused on the improvement of the cost performance and service matching ability of its own products, and regarded this as the most basic and core element of the brand.
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As the market economy matures, the signs of brand strength and product quality assurance become more and more obvious. The higher the brand awareness and reputation of the company, the more market share it has seized. The brand also represents the strength and culture of the company. Enterprises with brand recognition and reputation will have a greater chance of winning market share. However, the formation of a brand takes time to precipitate, but different companies use different time in the process of building a brand, which depends mainly on the positioning and tactics of the company. In the process of building a brand, enterprises can actively use various media to promote, and also think about how to quickly achieve a strategic layout by point.
The overall outbreak of the LED lighting industry is, in the final analysis, a contest about brands. The brand and the king of the brand will eventually reflect the advantages and disadvantages of LED lighting products and whether the service is advanced. In other words, products and services are the basic elements of building LED brands. Liu Xiaoxiong pointed out.
Reputation is a necessary condition for the increase in product sales. Traditional lighting companies have a strong brand influence and product research and development capabilities. After turning to LED lighting, their products are more easily recognized by consumers. However, most of these companies' products are positioned at the mid-to-high end, and the prices are relatively high. Many ordinary people have more than enough energy.
According to this, Liu Xiaoxiong suggested that emerging LED companies should seize this opportunity, in the process of building LED lighting brands, not only must consider the popularity, but also consider the brand's reputation. It is necessary to clearly understand that popularity is only a cognition, and reputation is a necessary condition for the increase in product sales.
LED companies should formulate effective promotion methods according to their own development goals and positioning, highlight corporate brand elements, and promote and pave the way around core competitive advantages. More importantly, we will continuously improve the competitive advantage and service capability of our products, and actively build and maintain channels to achieve the goal of seizing more market share. Liu Xiaoxiong concluded.
When the new era of LEDs arrives, brands must gain their long-term recognition from consumers and need to develop their own positioning and tactics. Emerging LED companies must seize this opportunity, in the process of building LED lighting brands, not only must consider the popularity, but also take into account the brand's reputation. It is necessary to clearly understand that popularity is only a cognition, and reputation is a necessary condition for the increase in product sales.
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