Tree brand extension channel skills lighting industry force into the storm

In Beijing Fengtai Huiyang Bandung city lighting, lighting stores sell one after another, some of which are brand stores, but most of the store is what brand of products are sold. All along, consumers choose lighting products, the brand is not an important factor in the selection. Accordingly, lighting companies are mostly OEM export, the domestic market is a lack of leadership brand. With the export market is shrinking rapidly, many companies turn to the domestic market, the brand has become astepping-stone to success on the sales situation. Brand imperative in recent years, China's lighting industry is developing rapidly at an annual rate of 20%. 2007, China's lighting market output value of 180 billion yuan, is expected to reach $200 billion in 2008. However, most of China's lighting companies are OEM OEM products to foreign companies. Lighting enterprises Guangdong registered more than 8 thousand. But because most enterprises are committed to OEM and low-end production, since 2008, RMB appreciation, rising raw material prices and the impact of the global economic crisis, many enterprises have to make the choice of closed. Data show that only the first half of Guangdong, there are thousands of lighting companies closed down or temporarily closed. OEM export day for most companies have been unsustainable. On the other hand, although the foreign market is shrinking, but the domestic market demand is still optimistic. First of all, the construction of city construction and infrastructure and affordable housing has brought new opportunities for the lighting industry, China modern city construction and integration of urban and rural construction will not change, countries have come up with 4 trillion yuan investment to stimulate domestic demand, this policy spawned power lighting market is enormous, especially for engineering lighting enterprises is worth looking forward to. Secondly, it is the opportunity to strengthen the management of lighting energy saving and reduce the power consumption of urban lighting, that is to say, to optimize the current lighting energy management programs, and to replace the existing lighting systems and products. Finally, the opportunities brought by rural reform, the central in the seventeenth plenary session clearly to grasp this key reform in rural areas, give new impetus to the rural development, increase investment and development of rural infrastructure construction, mining the potential consumption market in rural areas, will give the lighting industry to bring new growth impetus. NVC President Wu Changjiang pointed out that the China lighting industry for many years has been for foreign brands of OEM, and now we must speed up the transformation of ideas, to develop their own brands to occupy the world market. Domestic enterprises should develop, must promote the steady Chinese creation. In the long run, the brand is the way out for domestic lighting enterprises. At present, there is not a very strong brand in the domestic lighting industry. The future of the lighting industry will be stronger than the strong, large scale, with its own brand, high technology companies will win. Through domestic sales channels at present, open up channels, brand is becoming the consensus of the lighting industry. Recently, NVC announced the news, to provide 200 million yuan of subsidies in the years channels, to enhance their market competitiveness. In the rapid expansion of the lighting industry at the same time, the gradual strengthening of brand awareness, many companies spend a lot of money to advertise on the CCTV advertising, which is also a large number of enterprises. Enhance brand awareness is a good thing, but not a rush of propaganda is the right way. Brand started, but also to ensure that consumers can buy your product, channel construction is very important. As Jason electric (China) Co., Ltd. President He Rongbiao pointed out: a lot of companies have made such a mistake - first publicity after sales. Enterprises should have a market to sell, lighting companies are in urgent need of a comprehensive sales channels, or how much advertising, consumers can not buy nor use." Win win. Wu Changjiang pointed out that the 200 million yuan subsidy by NVC dealers, is to help them become bigger and stronger, let the NVC do better in market competition in 2009. Wu Changjiang said: "in recent years, many enterprises do export to make money quickly, but we will continue to most of the profits are invested in the brand and channel construction in recent years, our product sales still maintained rapid growth, in the face of some uncertain factors of market, we are still very strong, this is we give the market return." Today in the field of lighting also appeared another phenomenon, that is the strength of the enterprise began to focus on building brand stores. Beijing Fengtai Bandung Huiyang Lighting City HengYao electric appliance dealer Hu Lihua said: "now the popular store lighting enterprises. We used to store Maihao several brands of products, but now only sell boltun appliances. Because the company proposed to become a store, there will be a lot of concessions. For us, this is not only a high profit, supply is also more secure." According to understand, at the beginning of 2008, Liangdi lighting signing film star Sun Li as the spokesperson, more creatively put forward "light culture" concept, and vigorously promote the image of the store plans. The company official said, in the image of the store, consumers can feel the unique charm of the 2009 concept of lighting, and bring it home.