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    Large-scale enterprises should gradually build mass brands

    [Source: "High-tech LED-lighting market" July issue Zhou Jianhua finishing]

    There is a special situation in the lighting market. For ordinary consumers, although they are inseparable from lighting products, they are far from buying this link, usually buying a house decoration will buy a lamp.

    Many people in the industry will think that an ordinary consumer will buy a house several times in his life?

    Even if the decoration is to listen to the designer or the decorator's suggestion to buy the lamp, the brand does not matter to them, so the publicity of the company becomes meaningless.

    However, the development of supermarket chains and e-commerce is rapidly changing the consumption habits of the public. LED residential lighting can be said to usher in a good channel era that traditional lighting does not have. The creation of the mass brand is also more important, even for large-scale enterprises, can't wait.

    Although LED companies are mainly based on engineering channels, they will definitely have to go through the distribution channels in the future. As seen by colleagues during their visit to Japan, LED products can be seen everywhere in supermarkets and stores. Store channel construction enterprises should pay special attention to not only can enter the home building materials store, but also can enter the home appliances, business channels, expand market share, and accelerate the promotion, popularization and promotion of products. In fact, it is not difficult to find out the success of traditional lighting companies. The closer the brand influence is to the masses, the larger the scale. For example, the number of NVC outlets has reached 18,000, and Opal Lighting has 10,000 directly operated stores or joined. The store, the two excellent Chinese lighting companies is a good interpretation.

    The gold cup silver cup is not as good as the consumer's reputation. The gold award silver award is not as good as the consumer's praise. Large-scale enterprises, especially vertically integrated brand LED companies, have a comparative advantage in cost and quality control. As long as there is a certain difference between the product category, marketing strategy and brand promotion and the traditional offline channels, directly targeting consumers and gradually improving the terminal image is also a better way for large-scale enterprises to quickly enter the LED market.

    The future of the LED lighting market is not limited to commercial lighting, and the potential of the city's lighting market is enormous. The full launch of the indoor lighting market will become a huge business opportunity and a new growth point for the LED lighting industry to grow geometrically. And only LED products have a cost-effective market value, consumers will be willing to pay the bill.

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