Tracking Lighting Marketing Best Strategy

In 2013, the lighting and lighting industry ushered in tremendous opportunities for development. First, under the “low-carbon economy” and “energy-saving and emission-reduction” policies, the Ministry of Science and Technology launched the Ten Thousand Cities Project and the government-subsidized energy-saving lamps. Commercial lighting, traffic lighting, and home lighting have increased energy requirements. At the same time, LED lighting, solar street lighting and other new stimuli have caused the lighting industry to be in full swing; while in the lighting market, lighting cities, lighting wholesale markets, and stores have risen frequently, lighting market. It also mainly reflects the overall increase in the level of lighting consumption, as well as the rapid renovation of furniture, home appliances, another major mainstream consumer industry.

Comprehensive analysis of the lighting lighting industry lighting companies, lighting manufacturers, lighting stores, often in joint-stock companies, joint ventures, personal private, etc., the entire industry is already quite complex and mature. The lighting manufacturers mainly have two aspects: 1. Lighting giants, such as Foshan Lighting Co., Ltd., NVC lighting, neon lighting and OSRAM, Philips, Panasonic, etc.; 2. Lighting companies, such as Shengqi, Kaiyuan, Qi Long and other lighting brands.

Its market structure is mainly formed by five major structures: First: Red Star Meikailong, actually home and other national chain professional furniture city; second: Lighting companies own professional stores, brand stores, such as Huayi, Op, NVC, Midea And so on, the lighting giants began to monopolize chain stores or monopoly cities in the country; thirdly: Shilihe, Hanlai, Lanzao and other professional lighting cities, lamps and lanterns wholesale cities, and lighting fittings cities; fourth: lighting chain stores, such as Lizhen Lighting, art lamp master, Aidenmei, brand stores; fifth: lighting retail stores, lighting accessories stores, supermarkets, hardware stores and so on.

The most ideal marketing strategy this year, the market has fully erupted, filled with large quantities of lamps and stores, large-scale emergence, lighting companies bigger cake, fierce market competition, so that lighting companies are aware of the importance of rising brands, but As companies like wolf and tiger are struggling and disputes have arisen, whoever is the final winner, corporate bigwigs have come out to “grab the land” and take a one-sided partial monopoly to divide up the market. So, the lighting companies successively under the “Great Medicine” celebrity endorsement and entertainment marketing. , network promotion, etc., so that the lighting industry is surging, fighting the Spring and Autumn.

Founded in December 2009, Midea Lighting can be said to be a “head boy” of lighting companies. However, in less than a year, Midea’s lighting stores are located in the lighting wholesale city, lighting city, and various provinces and cities. A series of marketing methods, such as conferences, marketing, and so on, have enabled Mei Lighting to become a new star in the industry. The author believes that the reason why the United States lighting can be so easy to attack, the test is the overall strength of the United States Group, the brand, it with its unique economic advantages, market advantages, the rapid rise of the lighting brand, which is undoubtedly the United States with the most suitable marketing strategy for their own brand .

Based on the characteristics of China's lighting lighting market, Zhongshan City focused on Happy Lighting Technology Co., Ltd. has been committed to export business in the early years, engaged in commercial lighting, engineering lighting and indoor lighting, in 2009, the domestic lighting market is obviously warmer, its brand art lamp master quickly attack, To create a brand chain, lighting monopoly based business model, in the lightning trend in 2010 to open the domestic market, becoming the most well-known and mature lighting brands. Its general manager Tu Bin said, “China’s lighting consumption has been at a low ebb in the past few years, and lighting stores are difficult to promote. In 2010, major lighting cities such as Beijing, Wuhan, Chongqing, Shanghai, and lighting wholesale cities were used as monopoly stores. Chain lighting brands not only cater to the large market acceptance period, but also the market needs to be perfect and rich. It is necessary to usher in the lighting specialty stores, and promote them to cities, districts, and counties across the country. At the same time, they also cater for the insufficiency of lighting, overall lighting and other consumption. With the rise of the concept, this has allowed the Yideng Teachers College to rise up, brought with it time and place, and with the promotion of television advertisements and network propaganda, it has formed a master of network arts empire.