Lighting brand building more successfully, LED new enterprises gradually emerged

National semiconductor lighting engineering research and development and Industry Alliance Consulting Department Liu Yi

The enterprise brand is the enterprise to make their products or services are different from other competitors, in order to facilitate the market and the user to identify the special signs. Once the brand has won the recognition of consumers, the formation of brand loyalty, will be able to firmly occupy the market, become the eternal magic weapon of enterprise. The development of the industry history brand not proved this point.

In recent years, with the rapid development of LED industry, LED lighting industry has made great progress in technology development and product development, and gradually entered the channel and brand competition stage from the stage of product competition. Open the terminal market, the establishment of their own brand has become the primary problem facing LED companies. 2013 LED lighting market started quickly, no doubt to the entire LED industry has brought tremendous momentum. However, the dramatic increase in the new entrants to the LED lighting era has also brought new challenges to companies engaged in lighting. Lighting business competition more intense than the traditional lighting era, there is a traditional tyrant, after the LED recruits". In the future market competition, such as the enterprise can not establish their own brand, will be in the meager profits, the market is submerged in the tide of price competition.

In order to support the national semiconductor lighting engineering research and Industry Alliance launched the "2013 semiconductor lighting industry award", the survey data provide an objective basis for selling LED brand enterprise selection of reference, the author visited North China, East China, Southern China three regional markets, random access to 200 dealers and customers to purchase, to thoroughly research construction and the cognition of LED lighting brand.

From North China, East China, Southern China, the overall results of the three regions of the overall survey, access to customer attention before the top 20 companies are still dominated by traditional lighting companies, especially local tyrant received more attention. NVC, FSL, OPPLE lighting after more than and 10 years of accumulation, in the era of LED lighting is still the continuation of the traditional lighting era of dominance, in the minds of customers and dealers still maintain a high recognition and loyalty. In brand awareness survey, attention is still in the top three. Followed by the international tyrant OSRAM, PHILPS, fourth and fifth points.

Although the traditional lighting business style is not diminished, but the LED technology known as the new LED lighting brand building enterprises have also begun to come to the fore, the pursuit of the traditional lighting brand. The survey results show that in the brand awareness of the top 20 companies, there are 7 LED new enterprise lighting brand into the ranks of the top 20, accounting for up to 35%. Among them, KingSun nearly 70 degree of concern sixth arrangement of survey results, as well as Linsen Everlight has moved into the top ten. Analysis of internal causes, which is closely related to brand building. KingSun company has long attached great importance to the brand building, not only in the CCTV advertising investment and long-term, starting in 2011 so far, the company has been in parts of the layout of the National more than and 140 stores, show the brand image, and plans next year to build more than 1000 stores throughout the country. In addition to carry out independent brand building lighting photoelectron billion from the beginning of 2013, the self channel system, depth of cooperation with the media industry, conducted a large-scale and systematic national LED lighting knowledge propaganda campaign, a substantial increase in the terminal channel brand awareness and awareness, and achieved good results. In addition, the other 20 new into the recognition of the new LED companies with the same side lighting, history of lighting, Chau Ming technology, Jiuzhou optoelectronics and several other enterprises. After the accumulation of these enterprises in recent years, relying on their own comprehensive strength or product innovation characteristics, but also gradually established its own influence in the lighting market.

Another hot selling from the product point of view, in the forefront of the market generally believe that the traditional lighting companies LED lighting products sales better, and the new LED brand is relatively weak. Sales top five good enterprises have PHILPS, OSRAM, OPPLE, FSL, NVC lighting, basic are well-known brand enterprises in the era of the traditional. LED new enterprises, and only Linsen photoelectron billion attracted more attention, entered the ranks of the top 10. Because the traditional enterprises in the rapid transformation, relying on its long established in the industry's brand influence and channel advantages, can quickly from the amount of breakthrough, so still in the LED lighting market occupy the dominant position. Visible in the future for a long period of time, LED enterprise channel and brand building will become the top priority of the enterprise.

CSA Consulting believes that after the rapid development in recent years, Chinese LED lighting industry has gradually formed the scale, the scale of industry is expected in 2013 is expected to exceed 68 billion yuan, the domestic market penetration is expected to reach 10%. Whether it is LED new enterprises or traditional lighting transformation enterprises, are facing a major opportunity to rewrite the market structure, enhance the remodeling brand. However, the era of LED lighting business competition will be more intense. China's current lighting industry has more than 10 thousand enterprises, and most of them have transition to LED lighting, talent shows itself in numerous competitor, and get a space for one person in the market competition, brand building is urgent.

First of all, in addition to the planning and promotion of enterprises, but also the need for continuous innovation in products, product quality, product supply, after-sales service, etc.