Brand persistence is the winner

Current situation: the lack of leading brands

Walk in the lighting market, businesses are mostly in the special offer marketing gimmick to attract the attention of consumers, a 3W bulb price 3.3 yuan, LED constant current drive bulb 2.9 yuan can buy, "the pursuit of high-end brands, no market positioning. "A homegrown business said," now Zhongshan lighting industry is to go outside the terminal price line, the price war to brand. "

Today, many companies in the LED industry for SMEs, lack of funds, in order to survive, only to attract customers at low prices. Prices go low, the quality is difficult to ensure that the chain reaction caused by the high end of the brand, so whether it is Zhongshan or the national terminal market, are the world's low price.

When it comes to the current situation of the LED industry brand, many industry insiders have said that a word: chaos. LED lighting companies now like playing chicken, no matter what size, product, market, such as the wolf like, roared into surging wave of the lighting market, grab a cup of soup. And this is caused by the LED market disorder, one of the important factors in the price war. To attend to the brand, "price war" once again become the companies most sharp axe hands open, there is no minimum, only lower, do not kill an opponent completely routed refused to give up the potential! The price war is popular, many enterprises in order to survive also joined the ranks of the price war.

Now the domestic LED industry cohabitation, the lack of leading brands in the market. Throughout the LED industry, as many enterprises brand awareness is weak, lack of publicity, the LED brand into a "no leader in embarrassment.

"With the LED industry reshuffle period, some enterprises in order to prevent out of the price war, the result is all exhausted: reduce the enterprise profit ability, market inferior products emerge in an endless stream for LED products, consumers do not trust, increase LED products into the civilian market difficulty. In view of the current status of the LED industry, price war is really conducive to the development of the industry and the market is not clear. KingSun brand director Zhang Li said.

Analysis: to create high-quality brand LED companies can go longer

Recently, donated by PHILPS lighting 240 Almighty LED bulb has been distributed to Guizhou, Zunyi, PHILPS hope primary school students in the hands of. As a part of PHILPS "lit the light of Hope charity, donations of new LED lighting all aimed at improving the basic lighting conditions of children in the family, the family save electricity costs, create a healthy and bright environment.

There are a lot of channels to choose the brand image, public welfare activities is one of the channels of the enterprise brand image building. Enterprises can choose different channels according to the positioning of products to establish their own brand image.

An industry source said: LED companies to grow and develop, we must take the road of brand management, brand building depth and breadth of the market is an important part of the enterprise to seize market share. With the outbreak of the demand for home lighting market, branding is crucial. "

The reduction of the price is based on the technology and scale of the whole industry, which has become more and more mature. Without this, it will inevitably lead to low quality at the expense of quality blindly. There is no bottom line price shopping, in order to repel competitors to seize this market, like the mirror month, flower in water, can not afford to beat.

After all, the price war will not rise to the strategic height of enterprise LED, can only be used as a pre tactics the enterprises take cities and seize territory. The core strategy of LED enterprise must be returned to the brand value, firmly grasp the quality of lighting products in the bottom line, long-term price struggle, seek management and quality improvement, create high-quality brand, LED lighting business can go for a long time.

Brand awareness is very important. Zhang Li said: "the brand is the core competitiveness of enterprises, each enterprise on its own production and its products have a clear market positioning, if only to rely on the price to win the market is not realistic. On the contrary, it is more likely to create a certain negative impact on the image of the brand, the positioning of the consumer groups, the direction of future development. KingSun has always attached great importance to developing and producing new products, innovation driven, market-oriented, our products not only have the advantage in technology, comprehensive cost, also very competitive in the market. "

Direction: step up publicity efforts to seize the eye in order to seize the initiative

Companies want to build their own brand is not easy, it is a long road. In this way, we have to resist the temptation to control the quality, not because of the market price war and jerry. The brand is to rely on the support of quality, quality is the core of everything, and not the public for having heard it many times is the brand, this is like celebrities, celebrities and celebrities are notorious repute, immortal. For male, in the lighting industry has known, believe visibility far beyond OPPLE, NVC, Qinshang, but others do what is quality, do xiongji what is the quality? Goya, deputy director of executive director of Optoelectronics Technology, said Shi Zhiwei. The facts speak louder than words, and the running of the male tells all the lighting, only the good quality of the product can make a good brand. Rely on price war, a short time will attract some of the distribution