Low-end LED enterprise brand upgrades need to change the thinking

From low-end to high-end, the nature of the market has undergone a fundamental change, only to repair and improve the operation of the original low-end platform can not cope with the high-end market, the enterprise operation platform must change as the market fundamental change, must change the original low-end to high-end brand of thinking, thinking to carry out brand promotion strategy.

Today, with the "xiongji collapse" things seem outdated, but this event has too many things worth pondering, if not a good summary of the lessons learned, there are many companies like xiongji like down, which I think we do not want to see.

Xiong is a low-end LED production in a typical enterprise, although the annual output value of billions of dollars, but also can not stop the junk goods to bring the risk. It is said that the male has been trying to get rid of the low-end image, and pay a lot of effort, said Xiong Ji has registered a new brand, engaged in the production of high-end LED products, in order to get rid of the previous low-end image. But a team to manage the two brands, xiongji "low-end thought" has gone deep into the enterprise leaders and employees have to reverse their bones, on product quality, brand value to understand the need to pay a lot of effort. In the end, the dream of the high-end brand remembered.

LED ushered in the first two years of explosive development, part of the workshop by the rapid acquisition of low-cost strategy to a certain market, and a certain amount of capital accumulation. As the market matures, people's understanding of LED, consumption concept has changed, especially after the quality crisis of consumers, pay more attention to the quality of LED products, which makes the low quality products of the living space is gradually compressed.

In the ancient town, a large number of low-end LED enterprises, they have realized the importance of product quality, and try to change this image, such as improving product quality, brand image, brand new. But the improvement of product quality, will inevitably lead to increased costs, product prices rise, but dealers do not necessarily accept the existing price, also do not believe that the quality of the products, the enterprises are forced to go back to the low road.

From low-end to high-end market, nature has undergone a fundamental change, only to repair and improve the operation of the original low-end platform can not cope with the high-end market, the enterprise operation platform must change as the market fundamental change, must change the original low-end to high end brand thinking, thinking to carry out brand promotion strategy.

First, the change of thought. Transformation and upgrading from the low-end to high-end brands, must be done to make up the low-end brand low-cost thinking. Do low-end, to meet the customer's low price requirements, do high-end, customer focus is the diversification of demand

Secondly, product differentiation. High volume, homogeneity is the main feature of low-end brands, so do low-end market, from the product to the brand, with little difference between competitors. Do high-end brands, homogenization of thinking will be everywhere, only the establishment of prominent differences in the characteristics of the construction of high-end brand is the fundamental.

Again, after-sales service landing. Do low-end, corporate profits thin, unable to bear too much after-sales service. Do high-end, customer demand for the sale is relatively high, the enterprise should take the high-end route, we must do a good job of service.

To achieve development in the low-end market enterprises, to enter the high-end market means that the brand of gorgeous butterfly, abandoned in the accumulation of past market experience and success, to accept the baptism of the market, it is necessary to completely change the low-end brand law, absorb and master the high end brand new rules, in order to achieve the real brand upgrade.