LED promotion study -- the experience of American CFL marketing

As a main green lighting source, the development of LED (CFL) is a very useful reference for the future application of the lighting. In this, China's semiconductor lighting network will be the United States compact fluorescent lamp (CFL) marketing experience is introduced to the majority of the lighting industry, I hope to be able to promote the use of LED lighting market.

Compact fluorescent lamp (CFL) was introduced to the United States in 1970s, at present, it has been widely praised in the history of the United States home lighting market has been more than 30 years. Government and public utilities have invested a lot of money to upgrade the technology, because CFL has the advantage of energy saving: its energy consumption is only 1/2 of incandescent lamp, even lower. Although the United States CFL national retail sales of only 2%, but in some areas of the United States achieved better sales performance, of which, California is 5%, the Northwest Pacific region reached $12%.

From the Pacific Northwest National Laboratory (PNNL) consolidation report, review of the CFL increase in market acceptance efforts and in the face of obstacles in the process, in order for the State Department of energy (DOE) architecture technology (BT) technology support project office initiated. CFL's experience is worth learning from other energy-saving lighting technologies that want to enter the future market.

By reviewing the efforts to increase consumer acceptance of home CFL lighting products, as well as the views of CFL vendors, vendors and consumers, you can learn a variety of experiences. These experiences can be classified into three categories: technology, marketing and project design. Recently PNNL and CFL manufacturers Philips, GE, SRAM Sylvania and TCP to explore their LED or other new lighting technology in the market to promote the experience, from which we get fourth types of experience.

1, technology

1 new lighting technology in the first clear boundaries, in line with the needs of buyers in a small range of promotion;

2 to deal with the technical defects that affect the main advantages;

3 performance is more important than appearance (e.g., helical CFL);

4 understand and acknowledge the technical limitations;

5 manufacturers should coordinate with energy conservation groups to determine minimum performance requirements.

2, sales and consumer knowledge

1 first identify and focus on the market that can take advantage of new technologies;

2 focus on where the technology can achieve or even exceed the expected local information;

3 show a comparison between the two standard technologies in sales promotion culture, for example, 1CFL=10;

4 provide a life long commitment letter of guarantee;

5 allow consumers to see new technologies - the use of lit CFL display, and the use of transparent packaging;

6 use the general term of the industry to identify and avoid words with negative connotations;

7 have a clear understanding of the advantages. Life? How energy;

8 shift the attention of consumers from the price of the product to the value of the product and establish the value of the product;

9 use of advertising information, claiming that the advantages of the new technology and the drawbacks of old products;

10 shop for product demonstration;

11 through different media products, increase product familiarity;

12 initiate training programs and improve the activities of the people in the market, including architects, designers and sales staff;

13 to provide a variety of promotional tools for retailers, including brochures, posters, demonstrations and demonstration platform. Provide effective posters and product demonstrations for retailers at local fairs, home shows, and energy efficient displays;

14 use public device advertising;

15 through the hotline, network and product packaging a variety of ways to solve the problem of consumers;

16 arrange lighting applications rather than the manufacturer's display, through its longevity, energy saving performance, identification of good / better / best products;

17 efforts to make new lighting technology into a variety of typical product sales characteristics of the market channels, for example, people usually buy Lighting Products in the grocery store;

18 short term discounts must be combined with a range of activities, including a wide range of knowledge activities;

19 use the mass media, including payment (TV, radio, newspaper and magazine ads), and non charge categories (hot news events and current events press releases).

3, project design

1 learn market structure to learn how best to promote a new technology;

2 do not rely on those who ignore the general sales route and the destruction of the retail public offering activities;

3 avoid gifts and promotional activities, when prices return to normal prices, such activities will make the product unsalable;

4 manufacturers direct marketing is very effective;

5 sales training for the snack bar;

6 focus on the consumer's most focused product characteristics (e.g., CFL's energy saving, long life performance)

7 by giving activities part of consumers, so as to achieve a higher share of the public and the more familiar, for example, allow consumers to fill out the application form to get free lighting, but not only is the product from door to door don't want to release the products in the hands of users;

8 through public utilities and manufacturers outside the factory representatives will be vendors and vendors together; they can train vendors, set up a display platform, the district promotion and solve difficult problems;

9 encourage and acknowledge the enthusiasm and behavior of the vendors involved;

10 push