Lighting industry: the ten key marketing transformation (I)

Review: in November 4, 2011, the national development and Reform Commission issued China's phasing out incandescent roadmap. The provisions of the October 1, 2012 roadmap to ban the import and sale of 100 watts and above ordinary incandescent lighting; in October 1, 2014 to ban the import and sale of 60 watts and above ordinary incandescent lighting; in October 1, 2016 to ban the import and sale of 15 watts and above ordinary incandescent lighting.

China is a big producer and consumer of incandescent lamp, the stock of incandescent lamp 15 billion or so, the annual output and sales of up to 3 billion 850 million and only 1 billion 70 million, and the current energy-saving lamps are basically divided into the world. The road map out means that the next 5 years, the incandescent lamp will gradually disappear, be replaced by energy-saving lamps and LED lamps, etc., means that the lighting industry will usher in an unprecedented change in the situation, the market structure will be re divided. In fact, the majority of incandescent production enterprises are also the production of energy-saving lamps, in the road map of the command, these enterprises will gradually reduce the production of incandescent lamps, the production capacity will be transferred to energy-saving lamps. The key is that in such an important turning point, lighting companies how to do their own marketing, in the market space left in the incandescent lamp belongs to their own piece of cake.

Key: quality

Now, when it comes to marketing, people will think of thousands of new models, new ideas, new methods, but often ignore the most fundamental point of scientific marketing - product quality. Consumers buy products to use, he is satisfied with the product is the best brand marketing. LED and other high-end lamps have a relatively complex structure, consumers can see is the lamp holder, can not see is the chip, drive, heat dissipation and software, just a cooling problem determines the life of LED. Currently on the market part of LED products have poor reliability, short service life, uneven color and other quality problems, even ordinary energy-saving lamps relatively simple also has several times the difference of uneven in quality, high quality products and inferior product life.

Between between lighting products durable consumer goods and fast moving consumer goods, and a family will have a variety of lamps used at the same time, there are two times to buy, if there is no quality support, two consumers will switch brands. At the same time, quality and interpersonal communication are closely related. Compared with the mass communication, interpersonal communication is very narrow and the audience is small, but it has great communication and high communication quality.

Good quality products will give consumers a good experience, users will inform the relatives and friends to feel naturally or half unconsciously, and friends may again spread to people around them, forming a positive word of mouth, the opposite is the negative word of mouth. Studies have pointed out that a satisfactory experience will positively affect 8 people, and a dissatisfied experience will negatively affect the 25 people. More importantly, the widespread, vicious or sudden quality events will lead to the mass media of onlookers, the consequences even to the extent of unmanageable.

Similar examples in other industries. Everyone should give to bigger and stronger brand lamps profound inspiration. Quality to a certain extent determines the brand's reputation, reputation and loyalty, determines the present and future of a brand. There is no quality based, there is no big cake you expect, which is a lighting brand should first understand.

Key two: subdivision

Segmentation is one of the most basic means of marketing, lighting companies can proudly say that we have long been broken down. But at present, most of the lighting business segments, mainly based on technology based segmentation. Open the official website of a number of enterprises, the same breakdown, such as divided into incandescent lamps, halogen lamps, energy-saving lamps, LED lamps, fluorescent lamps, high gas discharge lamp, etc.. This division of course has its own meaning, but the value is limited, because consumers can not get the information he needs. Living room, bedroom, study may require different types of lighting light source, consumers how to choose, they really do not know where these lights are different. If the clothing brand products are divided into cotton and chemical fiber quality, if the computer brand products are divided into plastic shell and aluminum magnesium alloy shell, or Inter and AMD series, is a bit ridiculous, and in fact now lighting brand is doing.

The purpose of subdivision is to face the consumers, so that they can choose and communicate more conveniently. The correct approach is different insight into consumer demand, this might be different in the light source of the different places, may be the consumption of different grades, may taste different, and reasonable based on different segments on. So that consumers will have a more direct feeling, will be more profound impression on the brand, and according to their own needs to achieve the desired brand.