Small LED companies have their own brands

LED enterprises regardless of size, have their own brand. The brand is like a person's name and dignity. No enterprise brand, just like his own no birthright, ascription. Maintain the brand of the enterprise, as if to maintain their dignity in the LED industry foothold.

After 2015 years of fierce competition in the LED market, we are more aware of the role and importance of LED brand strategy. The development of China's LED brand is a process, the brand value is small, the strength is weak, the management is chaotic, the development is slow, the existence of time is short and so on, it is necessary to explore the cause and seek the solution to the problem. After analyzing the development history of Chinese LED enterprises over the years, we found that the experience of LED brand strategy construction has the following 6 aspects. Note: 10 aspects of the original text, in this excerpt of the contents of the 6 aspects

Lack of brand path from OEM to OBM

Chinese LED started by OEM, the industry are world-renowned brands of OEM manufacturers, they accumulated a strong manufacturing capacity in the years of development, but also face how to break the low profit development mode into the mode of innovation development problem. Effectively create their own brand, improve brand value, enhance product profit margins, expand product sales channels and market share, access to greater growth space, which has become a strategic choice for many LED companies. However, many Chinese LED companies are still difficult to break the value orientation of OEM manufacturers. Due to the lack of brand management strategy and scientific method, many LED companies in advertising and public relations activities as the core ideas of brand building, despite the high cost of advertising and price, to create its own brand of the road is still difficult. Enterprises in the exploration of their own brands to create an effective path and innovative brand value growth model on the way, is still facing many difficulties.

The lack of brand positioning from "blind obedience" to "difference"

The "single brand" (brand product brand) mode of LED enterprise: each enterprise product has its own unique brand, but quite a lot of LED enterprise product brand is not deep, clear and specific connotation of brand image, pale, no character, can not make the target customers should be in contact with the Lenovo brand. The domestic LED enterprises only understand the brand as a kind of name or brand, which can be used for the differentiation of similar products, but can not make this distinction based on their own brand differentiation, personalization and rationalization. In this case, any supporting strategies are blind, lack of basis, lack of pertinence, of course, can not guarantee the effectiveness of brand strategy.

The "multi brand" (brand product brand) mode of LED enterprise: many LED enterprises have many types and varieties of products, many LED enterprises in these products, and even the use of different brands in the same type of products. Although this strategy can play a protective product market "East West does not shine" in some cases, but in the product image of unity, relevance, leveraging each degree, there are serious problems in promotion efforts, and to promote the economy, especially the most prone to cognitive confusion in the market and in the mind of the target. In the early stage of enterprise development, the improper implementation of the strategy, it is difficult to implement the unity and integrity of the brand strategy of LED enterprises, which will have a negative impact on the brand strategy.

Lack of brand value from "homogeneity" to "price"

Homogenization of competition in the LED industry is a stage in the process of low concentration of market development is bound to go through. LED enterprises homogeneous competition motivation: 1, LED enterprise technology R & D capability and products at the technical level can not be effectively started grade 2, LED; lack of innovation ability of enterprise products, the lack of significant differences in the level of function and style; 3, LED enterprise quality management ability is not enough, the product quality, widen the gap in the grade level can not be compared with similar products, there is a big gap compared to the industry leading brand products.

In the competition, homogenization serious pile up in excess of requirement of the business environment, Chinese LED market homogenization is more comprehensive, not only is the homogenization of products, even the enterprise competition strategy, marketing mode and other aspects are characterized by homogeneity. In this case, the price war, promotion war, resource war, cost war has become the industry's many LED companies or active or passive choice, which led to the plight of the domestic tens of thousands of LED companies into a profit management.

The lack of technology and quality, as well as the homogenization of competitive strategies, leading to LED companies can not establish an effective brand value support and brand identity. LED industry overcapacity in many companies, resulting in the homogenization of products on the market surplus. In the marketing level, many LED companies have not established an effective brand value positioning interval and brand image interval. Many reasons lead to the LED industry enterprises are still in the advertising war, the price war, the channel war dominated the competition stage of homogenization, can not form a benign market competition with differentiated led, LED companies can not form effective mode of sustainable development.

Lack of brand management from high cost to low efficiency

At present, many domestic LED enterprise brand management ability is very weak, some enterprises are still in the LED brand management strategy, brand management organization, no brand management system, brand operation and management mode of the four state. In the aspect of brand management, some LED enterprises lack effective brand management organization and brand management system