Light enterprises by crisis in the machine to do strong brands

In fact, from the beginning of the end of 2008, the major lighting companies have begun to plan the development blueprint for 2009. After carefully combing the previous development, develop a reasonable and feasible plan is particularly important, their ultimate goal is: through the "crises" in the "machine" bigger and stronger brand.

Recently, the author of part of the lighting brand enterprises in 2009, a survey of corporate strategy. From Dongguan, Huizhou, Foshan, well-known brand enterprises, they are based on the existing brand for a more in-depth planning. In the current economic situation, to strengthen the strength of the main tone, wenzhongqiusheng.

Planning intention

After years of rapid development, since entering in 2008, China's lighting industry has obviously slowed down the pace. Actively build confidence at home and abroad, and blocking the impact of the financial crisis situation, the domestic lighting manufacturers have to re-examine themselves, summarize the experience over the years, make active adjustment in enterprise production, marketing planning, marketing strategy, in order to grasp the initiative in the market, as a negative change.

In order to make the industry in-depth understanding of domestic lighting manufacturers action, excellent enterprise development path interpretation industry, understanding of the development status of the national market in different regions of the lighting industry, "Guzhen Lighting" special weekly to organize a group of topics, from a representative enterprise marketing strategy change point of view, to predict in marketing the development of the whole industry in 2009; at the same time, through the interpretation of the different regional market business to adjust the operating status of the brand, authoritative analysis of the region of different categories of market capacity, to increase the understanding and interaction between manufacturers, to promote the healthy and stable development of the whole industry in 2009.

The plan is divided into two parts, the first part is the enterprise marketing strategy forward, through the retrospect and Prospect of the marketing of different enterprises in different areas of the road, to show excellent lighting domestic enterprises to actively change, efforts to develop the spirit; the second part is the investigation and replacement business brand category market investigation, through the survey and summary of different regional markets, show good prospects in 2009 the domestic lighting industry thriving, huge potential.

Huizhou

NVC is determined to do international brands

As the representative of the outstanding enterprises to NVC are trying to strengthen the market competitiveness

2009 main ideas: vigorously develop foreign markets, the domestic market to maintain the lead

2009 marketing strategy: to strengthen the quality control of the network to support excellent business

2009 Product Layout: to enter the field of intelligent electrical, further diversification

2009 business policy: continue to credit businesses, business optimization

Development: 2006, Huizhou NVC Optoelectronics Technology Co., promoting the operation center construction, focus on the construction of central city network, make maintenance operations center responsible for the business.

2007, the operating center adjustment, the center of gravity sink, vigorously build two or three line city outlets. The increase Home Furnishing lighting products, increase store sales ability. Due to the large number of outlets, some outlets are not high quality problems.

2008, NVC concentrate on engineering, especially a series of Olympic projects to fame. The same year, NVC electrical product performance, company credit 200 million yuan to support the business development project channel. At present, NVC also continue to spread its tentacles into foreign markets, beginning with international brands par.

Comment

The domestic giant NVC statement in the company's ten anniversary celebration, to establish an international brand, the expansion of foreign market has become an important goal of it. However, even in the domestic market, NVC is still facing many challenges. On the one hand, the expansion of its product line to the home, intelligent electrical field, channel problems to be solved; on the other hand, the current network quality has yet to be improved. In the industry's attention, NVC could achieve better results, to see 2009.

Foshan

Jiamei lighting channel change first

2009 main ideas: channel change

2009 marketing strategy: a new business model into the market

2009 Product Layout: adjust product line

2009 business policy: increase investment in the project market

Development context: in 2006, the South China Sea times Lighting Co., Ltd. to optimize sales channels, to seize market share. Electronic light source products into the market, the main operators focus on maintenance.

In 2007, the product line widened to reshape the brand image. Into the Chinese home lighting market, home products into the market. Help dealers do network development.

In 2008, to rectify the market order, to develop the KA chain project, continue to increase the market share of electronic light source products, the ability to train dealers.

Comment

Jiamei product quality in the industry continue to broaden the source, the obvious to people, Home Furnishing product line, but the overall operation is still a little. In the channel, the channel set is very stable, which also led to the part of the channel the lack of entrepreneurial spirit, the slow increase of market share. In this new business model, team building should be the main factors to consider us, strengthen internal management, improve business operation ability, will be the new plan smooth implementation.

United States and the United States and many brands go hand in hand

2009 main push concept: brand operation, long Qi; new products, channel extension

2009 marketing strategy: new network, engineering and other channels

2009 Product Layout: increase the high-end light source sub brand, increase street lamp