Guzhen Lighting brand building suffered four puzzles

Introduction: the ancient town known as China lights, 30 years in the course of development, lighting companies do absorb nutrients for development in this magical land, the birth of a number of well-known lighting brands. But unfortunately, in addition to these well-known brands, lighting lighting industry can no longer say other well-known ancient town brand, which may be the perfect light in a little flaw. There are deep reasons behind the problem, the author lists four points of confusion encountered in the brand building of Guzhen lighting industry.

Good economic returns -- a way to kill corporate ambitions

As we all know, Guzhen Town is a hotbed of lighting industry development". Over the years, a number of lighting companies in this hotbed to get a lot of economic benefits, and because of these economic benefits, every year, the number of Guzhen lighting companies are constantly increasing. In 1999, the town a total of lighting and 352 supporting enterprises; in 2000, this figure reached 860; in 2001, a total of 1221; 2002, 1794; 2003 3538; according to statistics by the end of 2007, the town of lighting and supporting more than 5000 enterprises throughout the home. As can be seen from the statistics, Guzhen lighting lighting industry boom, no doubt.

But in the face of such a good industry, in addition to some enterprises have a certain influence, the industry can say that the lighting brand is very few. The reason for the lighting industry analysis industry experts believe that, in the face of huge commercial interests, many operators make Guzhen lighting lighting enterprises to meet the current situation of ease, hang back on the road of brand building. As some of the ancient town lighting industry, said: "when the boss is not counting the number of money, how would you need the so-called brand of intangible assets? Indeed, many businesses have joined the town lighting circle of interest, but the huge economic benefits while the yangmingliwan ambition in the industry, the upgrading of enterprises to keep pace with the times, to the spirit of adventure in the industry, and even the global market development. Because of this, the ancient town is difficult to create a well-known lighting brand.

Low-end low-quality products - difficult to bring market competitiveness

Enterprise brand building, we must use high-quality products as the cornerstone. However, the low end, low quality seems to have become the lighting industry in recent years, the town of lighting lighting products comprehensive evaluation. With Guzhen lighting lighting industry circle increasing, increasingly fierce competition, some enterprises in order to get rid of competition predicament, the pursuit of more rapid economic interests, with the low cost manufacturing products, resulting in poor quality products popular in the city, which makes the whole town lighting district are facing credibility crisis. Under the influence of such a large environment, Guzhen lighting lighting brand building on the road more than an invisible wall.

View of the ancient town of several major lighting lighting, are small businesses, and even small workshops, the development of today's brand advantage of the lighting business aircraft carrier, can be said to have gone through a road full of thorns. Thus, the enterprise brand building needs a process. At present, Guzhen lighting lighting industry in the business with a small capital many small and medium enterprises, these small enterprises have no advantage in production, in the market expansion is only taking the low road, it is difficult to establish its own brand.

On the other hand, Guzhen lighting lighting industry is labor-intensive, many companies lack the real core technology, it is difficult for the product to have a competitive advantage in the function, the natural advantage of the brand can not be established. For this reason, many small and medium enterprises of the ancient town of natural lighting can not become a major gathering of the brand.

Guzhen Lighting brand building suffered four puzzles

Industrial transformation lags behind the pace of development of the times

In recent years, the hottest topic of the lighting industry is undoubtedly the transformation of traditional lighting to LED lighting. In this process, the emergence of a large number of well-known LED enterprises, these enterprises have started by LED technology strength is very strong, in various fields of market sales are showing strong strength, build an impregnable brand. In contrast, the ancient town of LED lighting field, the industry is really difficult to pick out a real corporate brand. Indeed, compared to other parts of the domestic lighting companies, Guzhen Lighting Lighting Companies in the development of the road is indeed a slow LED.

In 2010, the first year of LED, when a lot of domestic lighting enterprises set off LED storm, the town of many lighting companies are also immersed in the traditional lighting to bring stable profits in the dream. In recent years, when the traditional lighting channels encounter bottlenecks, many Guzhen lighting lighting enterprises have launched LED lighting just as if wakening from a dream. But it was too late, in other areas of many domestic lighting enterprises have established in the field of LED lighting in the brand position, Guzhen lighting lighting enterprises only blind turn in pursuit of LED brand construction field fierce rush job. On the other hand, the lack of LED lighting industry in the upstream and downstream areas of support. In the town of the headlamps with the city, I can see packaging products from all over the country, very little to see the "Zhongshan" or "ancient town" of the local goods. This makes a lot of ancient town LED lighting enterprises into a place where there is no local industrial characteristics of the finished product processing plant, there is no core technology of their own products, so many Guzhen LED lighting companies to establish their own brand.

At present, although there are a lot of the strength of the large and medium-sized LED lighting enterprises with independent packaging technology, solves the problem of the performance of a part of the product, can be influenced by the Guzhen lighting lighting industry low-end products, low quality of the external environment, brand building is still a long road. Therefore, we can see that the ancient town on the road of the transformation of the lighting era, the brand building is still lagging behind.

External competitiveness -- on the road of brand building

Guzhen lighting lighting as a gathering place, in addition to local enterprises, a large number of domestic and foreign lighting companies will also reach out to this lighting lighting. The walk is called new road, Guzhen lighting street, found a lot of retail enterprise name marked "Shenzhen", "Hongkong" and other domestic and foreign names, the name of the words, in the benefit of Industrial Park, along the ancient second workshop region gathering area, also focus on a number of non town enterprises. These non local enterprises in the town based, although let the whole town lighting industry is more prosperous, but also let the entire lighting business competition, the evolution process to a certain extent affected the whole town lighting industry "chain", make Guzhen lighting lighting enterprises many weak strength is difficult to obtain sufficient market resources for its own brand building for.

In addition to the fierce internal competition, many Guzhen lighting lighting enterprises in the external market development in the lack of focus. Due to the different market demand for enterprise product type, style and promotion model is different, companies must find suitable for their own development needs of the market. However, some of the ancient town of lighting companies in the development of the market strategy is not on the market where the economic and cultural and natural conditions for full investigation, but can not find their own matching products to promote local dealers, which makes some give up halfway Guzhen lighting lighting enterprise marketing, and even hurt. Under the influence of the internal and external environment, Guzhen lighting lighting industry brand building is difficult to see.