Electricity supplier under the situation of LED lighting brand road (two)

Whether the Alibaba or Jingdong, its essence is the virtual platform to replace the function of traditional commercial entities, but commercial entities like now lighting the next line of the current development situation, e-commerce is still far from mature to replace sales point, so there are a lot of people within the industry to discuss the O2O never stop. Discussion on combining online and offline sales, although there is still stuck in the empty talk stage, but there are many companies that do business, but also the multi brand development. A switch told reporters that the responsible person will go to the future development of the electricity supplier, but the premise is to protect the interests of dealers under the line; the other LED bulb enterprises responsible person said, will be part of the low-end products in the electronic business platform to sell, the line is another walk in high end brand products. The planning team visited the learned, they think that online and offline brand positioning is not the same, to take the amount of online brand, pricing and line brand, positioning is different, so the sales in the next line and the line will carry on the multi brand strategy, but also can meet the electricity market enhance the line market the sales force.

The road of brand under the situation of electricity supplier: multi brand strategy

The development of lighting industry has become an inevitable trend. The star endorsement is the corporate brand commonly used gimmick, a company official told reporters, celebrity endorsements can make their products to enhance the image, but also convey a message to the dealers, companies are spending heavily on celebrity endorsements, it shows the strength of enterprises, but also enhance the confidence of customers. However, celebrity endorsements also test the strength of enterprises, because enterprises in the process of star for brand endorsement, the cost is not small, if companies do not have a certain strength to support the brand strategy will become a burden; therefore the enterprise in star endorsement brand strategy need to be cautious when doing magic.

In the interview, I learned that the expansion of the product line is one of the industry's current brand strategy. According to the reporter learned that the expansion of the product line is to show the strength of the enterprise development, two is the value of the market potential to get involved in the field, improve sales performance. The enterprise can use the original brand to promote new products, new products can quickly get market recognition; this approach can not only save the new brand promotion expenses and promotional costs, help enterprises to new product categories also help smooth transition and join investment promotion and marketing strategies of publicity. Third, many brands for the enterprise to build brand strategy. Reporter observed, many enterprises owns a number of brands, brand positioning is not only multi levels and different product categories established, such as enterprise's electrician brand, commercial lighting brands, the overall Home Furnishing lighting brand etc.. In addition, there are brands with the product category, but the positioning is not the same. The marketing director of a business license, do Home Furnishing lighting has revealed that the company's market position is divided into three different levels of brand, covering the low end of high school three grades of the market, in order to fully cover the market, to meet the different levels of market demand.