From method to action - marketing strategy and tactics of lighting enterprises

Face lighting lighting industry faces several major challenges, how to break through? How to break? One of our strategies is: from concept to model. So, are there any other strategies? See the breaking strategy: from approach to action!

First, grasp the mobile Internet based precision marketing trend

The current business environment, if the operation of the domestic market, do not carry out precision marketing, is tantamount to a dead end. What is precision marketing? Precision marketing how to operate? In short, can be summed up as "a definition, four steps, the two carriers, a kind of thinking".

What is precision marketing? Is precisely to lock their own customer base, based on the database, one to one communication. The precision of traditional marketing, probably just about himself, but the big data system based on IT technology as the support, enterprise can target customers accurate, this is certainly not Arabian Nights, but in reality the landing technology.

So, based on this, precision marketing has four inevitable steps, one is the market segmentation - precision lock their target customers. The two is the differentiation of interests - a clear appeal to their unique interests. Three is to find the best contact with the target customers effectively. Traditional communication point of contact, most of which are some of the traditional media, and the Internet era, the effective contact point, including micro-blog, WeChat, mobile APP, community, QQ, professional website, etc.. Four is the tipping point - the process of converting consumers into specific consumption.

The so-called two carriers, one refers to the two-dimensional code, the other refers to the APP (mobile phone official website). Two dimensional code is the entrance of the official website of mobile phone users involved in business. The APP is a platform for enterprise and consumer communication.

The so-called thinking refers to the current more lively O2O thinking. What is O2O, in short, is the integration of online and offline promotion, experience, consumption, services and settlement.

Two, product and application breakthrough: Mobile Internet era, the breakout of the product is also from three levels: do the price, do value, do the solution

1 homogenization of products to price to win, and even play the role of price butcher, clean up the portal in the industry. Naturally, this is a big brand, or a single product champion to do.

2 differentiated products do value. To the absolute competitiveness of the product itself, such as the design process and so on, to become the highest degree of market acceptance, competitors competing to imitate the original product.

3 of course, the product breakthrough is the solution to the third road. Although the enterprise may not have the price and value of products, but companies can understand the end user pain points, based on the industry insight, tailored solutions to individual, but also be a good competitive strategy.

4 grasp the application of intelligent and integrated technology

With the development and application of lamps and lamp integration, the rapid development of the electronic ballast for lighting electronic technology, using a variety of integrated devices and computer control system of lamps and lighting system has made significant progress, lamps and lighting system has been greatly improved in the light regulation, remote control, light color control etc..

Light means that modern lighting more advanced, convenient and flexible, in addition to the dimming device and the switch are arranged in the lamp, the light source for dimming dimming device or remote control infrared receiver with integrated, or use computer programming dimming. The light adjusting method is suitable for the current ceiling renovation, and the existing dimming system can implement stepless dimming and delayed illumination for ten different places at the same time.

Use the scene selector and the light source and the low voltage lighting system to work together with the flexible lighting design and multi point control. The scene dimmer and the remote scene controller can be arranged in a plurality of ways, and the utility model is suitable for meeting rooms, museums, etc. the utility model has the advantages of convenience, flexibility and remarkable control effect.

The use of computer remote computer stations and indoor lighting control system, with natural lighting of the day and night time and the user's requirements, automatically change the interior lighting of the light source, the entire lighting system parameters setup, and change control through the screen to achieve. This control method is suitable for hotels, shopping malls and other civilian facilities.

5 lighting and decoration to create a "scene lighting"

Modern lamps are in the transition from "bright" to "beautiful", more emphasis on decorative and aesthetic effects. Modern lighting design and production of modern science and technology, the combination of classical style and the sense of the times, reflecting the results of modern lighting technology. European style decoration style matching crystal series lamps, highlighting its luxurious style.

The characteristics of the development of composite lighting is: in order to ensure the lighting conditions and visual comfort, lamps are equipped with a wide range of complete sets of accessories, so that users can adjust their own needs. Emphasis on personality, but also emphasize the coordination with the background environment. In a word, one of the important signs to reflect the level of modern lighting products is to see whether it can coordinate the whole environment and at the same time to highlight their own characteristics and decorative effect.

Three, with mobile Internet plus the marketing breakthrough: to fly

This "potential" refers to the third party platform. We talked about the platform in general, the majority of Taobao Tmall such a public electricity supplier platform. In fact, the Internet +