Marketing wisdom competition: LED fast PC experience said

Since October 1st this year, China will ban the import and sale of 60 watts and above ordinary incandescent lighting. The incandescent lamp has entered the countdown, incandescent exit left gaps in the market, whether for energy-saving lamps or LED lights, is an opportunity to quickly host There was no parallel in history., in this industry changes, become a category leading brands, both a test of factory production research and development ability, but also the wisdom of the great marketing competition.

To have sufficient financial reserves to meet the market. We doubt the explosive growth of LED lighting. First of all, consumers will not deliberately lose the incandescent lamp, to buy LED lights. They only have to buy a new LED light when the incandescent lamp is broken and a new light is needed. Given that the price of the LED lamp is 10 times that of the incandescent lamp, it is even harder to take the initiative.

China's lighting industry has clearly entered into a large number of costs for preparing for the sales of LED lights. But the effect will not be revealed in the short term, the vast majority of consumers will usually have the remaining incandescent, will not spend a lot of money to buy a special LED lamp. This is the case in the United States, even if consumers agree that in the long run this is a good thing, but they did not throw away the surplus incandescent lamps, replaced by LED lights or energy-saving lamps.

Of course, after a long period of time, consumers will gradually replace the incandescent lamps with LED lamps or energy-saving lamps, after all, this can save a lot of energy. A LED lamp power consumption is only equivalent to 1/6 incandescent lamp, and life is 40 times the latter.

If you use the other costs of the lamp into the calculation, a LED bulb compared to the equivalent of incandescent light, each year for U.S. consumers to save $10 to $25 tariff. But everyone will replace the incandescent rush on like a swarm of hornets? This is not happening in the United States, and we don't think Chinese consumers do the same.

If we run a LED company in China, the first consideration is to make sure that we have enough financial reserves to wait for the market to develop. It is a mistake to invest too much in marketing costs, and it is better to wait for the market to develop.

Focus on a niche market is better than a comprehensive study. This is true in almost every product category. But there is another consideration in lighting products. With more and more companies trying to enter the LED field, distribution will be a big problem. We believe that the early LED sales will not be large, there is no retail business is willing to store more than two brands of products.

Therefore, for a LED company, focusing on a particular segment of the market may be a better direction. For example, for the super store may be a viable direction. Or for hardware stores, or for home decoration mall.

If the company does not have the resources to start a big marketing campaign, then another possible way is to produce a certain mainstream distribution channels own brand LED lamp products. Although the price of its products have to be lower than other mainstream manufacturers, but the price is more expensive than other products LED lights, similar products in the lower price will be attractive to many consumers.

Of course, the choice of different strategies also need to consider the industry's position and strength. Under normal circumstances, only a strong industry leader, will use the acquisition of the way to block competitors, while maintaining their dominant position. But this strategy in the current LED industry does not seem to apply: the absolute leader has not yet appeared, the enterprise and brand into too much.

Energy saving lamps in the middle and lower reaches of the industrial chain. This is determined by the retail price of the energy-saving lamps. For example, in the United States, the price of energy-saving lamps and LED lamps, but the price of electricity is not as much as LED lights. Now it seems that the energy saving lamp seems to be a transitional product between yesterday and today. In the past, there were many such products.

Fax is the transition between mail and email.

Polaroid is the transition between film photography and digital photography.

BlackBerry is a transition between traditional phones and smart phones.

Hybrid vehicle is a transitional between gasoline and electric vehicles.

Therefore, the traditional energy-saving lamp enterprises must grasp the trend of LED or other new category. From the establishment of a brand, most of the traditional energy-saving lamp is not easy to find business opportunities in the upstream LED chip upstream products belong to the B2B market, monopoly, and at the same time before the business model is different.

Therefore, in the middle of the product innovation, as well as in the downstream channel and market innovation will have more opportunities.

Developed more segments of the product is to seize the key category LED. The new category should be enabled, if a category itself is not a new category, then start the meaning of the new brand will be greatly reduced. When to enable the new brand? Unless there are LED lamp manufacturers to develop products with strong differences in the characteristics of the product, it is now too late to establish a strong LED brand. LED is not a new concept.

Strong brands are usually built as a result of the first to enter a new category. It's about the initial PR of this new category (as well as the relationship between the brand and the new category) to help build the brand. LED is not associated with any LED brand in the market today, that is to say