The confusion of China's lighting industry brands

China's lighting industry has been developing in the 30 years of reform and opening up, reviewing the 30-year history of industrial development. After 1979, the light source countries unifiedly purchased and unveiled, and the lamps and lanterns were sold regardless of the level of government and enterprises. Market + Parents' promotion period.

After going through the light source integration period of 1989, when the lamps were incorporated into the International Electrotechnical Commission's standard management system, and the relationship between light sources and lamps was basically straightened out, they gradually went to a market-oriented path and they were able to go out partly. This is called “development market + "Out of the house" in infants and adolescents.

In the ten years from 1999 to the present, with the simultaneous expansion of China's lighting industry and enterprise scale, continuous improvement of technology level and product quality, the concentration of production areas and supporting dependency advantages, and the penetration of light source companies and lighting companies, the Chinese lighting industry has become As an important force in the world lighting industry, China's lighting industry has entered an integrated development stage.

"Thirty-five to stand" China's lighting industry is facing the "establishment period" of the "mature market", and also coincides with the 30 years of reform and opening up that experienced the construction of domestic real estate and the upsurge of urban lighting projects in the beginning of this century. In fact, we should see that the lighting industry in China started to grow from naive to mature, from fanaticism to rationality, and the facts are not only optimistic. In the 21st century, the brand has become the goal pursued by lighting companies. Although China's lighting industry has been driven by NVC and Ops, in the short span of ten years, a number of so-called brand companies have formed in the industry, but the brand of Chinese lighting companies "Difficulties" are like shadows.

For the status quo and confusion of China's lighting industry brand, semiconductor lighting as an important branch of China's lighting industry, the end of the traditional lighting business brand is to create a starting point for the semiconductor lighting company brand, hope to take care of the lighting and industry colleagues to analyze the lighting company brand The "confusion".

Darwin in the "Origin of Species" reveals the law of biological growth: there are two ways for biological growth: one is evolution, which is a paradise for the growth of old organisms; the other is differentiation, a paradise for the growth of new organisms.

Lighting companies to build brands and maintain the development of the brand, naturally follow the laws of biological growth. For old brands, as long as they continue to evolve themselves, they can maintain the brand's leading position; and for the backward brands, we must grasp the trend of differentiation and open up new categories.

The lighting industry in China has long been in the competitive status of international brands. Philips, Osram, GE, and other international giants rely on high-end international brand image to cover almost all of the lighting's category lines, and the only domestic company that can compete with them is NVC. Lighting category brands, the advantages focus on the market capacity of engineering and commercial lighting), Op (home lighting category brand, the advantages of focusing on terminal outlets and word of mouth), Qinshang Optoelectronics (led lighting brands, advantages focused on LED street lamps and LED outdoor Product) brands represented by the category. At present, the real sense of the domestic industry, a serious lack of brand names, and category integration, public branding will become the domestic industry leader in the category of brands to build the inevitable road, the brand category is still confused break.

Industry brands refer to brands that are known and recognized in the industry, and public brands are brands that the public knows and recognizes. When measured in terms of popular brands, China’s home appliances, IT, fast moving consumer goods, and automotive industries have established many well-known and widely trusted mass brands due to their early development and full competition. For example, computers have associations and household appliances have Haier’s. Air-conditioning has Gree, and Huawei has Huawei communications.

China's lighting industry has low social concerns and serious product homogeneity. There has been a large amount of unbranded, unbranded, and unbranded enterprises in the industry for a long time. Brand competition in the industry is in an extensive, homogenous, and low-efficiency stage. Lighting company brands are not established. As a result, it is impossible to form a brand effect and cannot enjoy brand premiums, and can only fall into the price war circle. It is clear that the industry brands are in urgent need of transitioning from the industry brands known to the industry to the general brands recognized by the general consumers. This is a common problem facing the lighting industry. .

At present, the brand of China's lighting industry is in the stage of transition from the industry brand to the public brand. With the continuous development of the lighting industry, the importance of lighting companies to build brands has formed a consensus in the industry, lighting companies also recognize that competition in the lighting industry has evolved from product competition, price competition to brand competition. But how to change from the industry brand to the public brand, the industry is very confused, many companies believe that celebrity endorsement, CCTV advertising, import CIS, is to do the brand, the lighting industry is still confused public brand break.