Look Guzhen lighting industry transformation: from selling products to sell creative, sell design"

The global lighting industry to develop technical, creative and brand oriented, manufacturing from the traditional "three new" (new technology, new technology, new material) is gradually transferred to the "five new" (an increase of new ideas, new mode), one of the most prominent manifestation is: integration of new ideas and creative design the cultural elements of a new mode of brand marketing to consumer groups. Guangdong Province Guzhen lighting industry has achieved from simple individual processing, sit firm to focus on business, lighting design art and brand creation; advocating enterprise from the scale of production giant, rise to highlight the cultural characteristics; from the rise of large shaped lighting brand into a "lighting street", to to enter the high-end brand era of professional lighting stores, selling all kinds of brand building cooperation Baotuan alliance, industry chain cooperation association. Guzhen Town has become from "China lighting capital", "Guzhen Lighting", "town lights Fair" more than 10 collective trademarks and enterprise self brand community and other aspects of the composition of the worthy of the name "brands", currently has 8960 businesses brand lighting and accessories. Since has a relatively complete industrial chain and value chain reform and opening up, Guangdong Province Guzhen Town, vigorously develop the lighting industry, formed in Guzhen Town as the core, the radiation surrounding the 3 city 11 town, lighting industry cluster with annual sales of over billion yuan, into a certain scale of the world lighting production base and sales center. Since 2002, "China Lighting Capital" award, the industry chain supporting mature, a wide range of marketing channels, the introduction of innovative products is the ancient town of lighting occupy 70% of the national market share of the year, "the magic of the three". In recent years, with the constraints of resources and environment and the domestic economic downturn, the lighting industry of both technology and market has developed to "peak", in order to adapt to the economic development of the new normal, brave when the industrial revolution goers, Guzhen Town to solve the independent research and development ability, the technical innovation system is not perfect, brand but the problem is not strong. Among them, there is no standard classification, brand reputation, no word of mouth, such as the three noes state, it is difficult to create a brand lighting industry is one of the important reasons for the public. At the same time, the lighting itself belongs to the pan Home Furnishing field of high concentration, low degree of concern of the industry, brand channels deep plowing shortage, is difficult to fully cover the end consumer, this is an important reason of public lighting brand cannot be widely recognized. From "sell products" to "sell" sell design creativity "," 2014, Guzhen Town to become the country's industrial cluster regional brand construction pilot area, Guzhen Town Party committee and government to intellectual property rights as the starting point, adhering to the "intellectual property driven design, brand driven innovation in design, development of the concept of innovation driven industrial development" create "Guzhen Lighting" regional brand. One is to promote the lighting industry in the "innovation", from "sell products" to "sell creative" and "selling" design change, through customized according to customer needs, personalized products design, light environment construction, highlights the artistic value, and strive to seize the high-end smart lighting industry chain. The two is to rely on industrial marketing, headquarters economy, regional brand and exhibition economy four strategies, improve business hardware, the innovation of marketing, enhance regional brand reputation and global convergence of customers, to create a global lighting lighting industry center, promote Guzhen Town to become the world's lighting technology research and innovation base, high-end manufacturing and sales base, lighting design trends released the base and light culture art exhibition base. For several years, Guzhen Town, 650 million yuan investment in the construction of the Productivity Promotion Center, foster the construction of the supporting platform of intelligent lighting, 3D printing, creative design, business marketing, photoelectric materials, intelligent production for design and manufacturing of modern lighting key common technology, technology and innovation as the guide, the implementation of intellectual property and brand innovation synergy the strategy, relying on a strong innovation ability and high quality products to create independent intellectual property brand. Open up the development path of technological innovation, patent right, patent, patent, patent alliance cluster standard, brand innovation, brand innovation, research and development, the formation of "innovation of intellectual right (patent, trademark registration), virtuous cycle of transformation of intellectual property, profit growth, investment in R & D, and profit growth, brand famous degree increase of enterprises. International fame and reputation today, Guzhen lighting has already put aside the "imitation" to "create" winning, independent intellectual property brand A new force suddenly rises. As of now, Guzhen Town has a national 26 high-tech enterprises, the national accreditation lamp 3 specialized laboratories, 3 provincial engineering research center, municipal engineering and technology center or model 16 R & D institutions, independent intellectual property brand has increased year by year, "continued Guzhen Lighting" regional brand influence. In 2015, the total output value of Guzhen lighting industry reached 17 billion 660 million yuan, total exports of $870 million, not only selling products, but also exported to Hong Kong and Macao, Southeast Asia, Japan, Europe and the United States and other more than and 130 countries and regions, enjoy great popularity and reputation. With Guzhen lighting industry market development, Guzhen lighting industry has entered a new field from the general lighting LED lighting products, to expand the indoor and outdoor decorative lighting, commercial lighting engineering, extending to packaging, accessories and other supporting links, formed from the professional design and production to lighting accessories, electrical components, light source, special materials processing equipment, and a series of supporting industries, showing a vitality to accelerate the development of the situation, "continued Guzhen Lighting" regional brand influence. Guzhen Town has won the National Fire