China lighting industry brand confusion coming

Ten "I have five, and willing to learn. At thirty, forty and perplexed, fifty to know your destiny, and the ear sixty, and seventy have whatever is desired. "No more than moments" -- Confucius's self evaluation of his life state at the age of 30.

The development of China lighting industry in thirty years of reform and opening up, review of industry development for thirty years, after the 1979 -1989 source countries' purchase and sale of lamps to the 'witch hunt, children's market under the planned economic system the development of the' + 'period to promote parents.

Experienced in 1989 -1999 years' lamp into the International Electrotechnical Commission standard management system, a light source and a light source integration period 'relationship to rationalize, gradually moving towards market-oriented Road, and can go out, this is the so-called' market development + out of infancy and adolescence.'.

From the ten years since 1999, with the Chinese lighting industry and enterprise scale, simultaneously expand the technical level and product quality, improve production concentration dependence and supporting advantages gradually revealed, light source enterprises and enterprises lamps penetrate each other, Chinese lighting industry has become an important force for world lighting industry, lighting industry comprehensive China integrated into the stage of development.

Chinese lighting industry 'thirty to' stand is facing 'mature market' 'and' period, also coincides with the experience at the beginning of this century real estate construction and reform of city lighting engineering construction climax of the opening of thirty years, say thirty, we should see the Chinese lighting industry started from naive to mature, by fanatical to rationality, but the fact is not optimistic. In twenty-first Century, lighting brand has become the goal of the enterprise, although the China lighting industry in NVC, OPPLE and other enterprises under the drive of the past ten years, the formation of a number of so-called "brand" enterprises in the industry, but Chinese lighting enterprise brand 'trapped' but as the shadow follows the form.

Exploration for the brand status and confusion China lighting industry, reminds me of American poet Eliot's famous saying 'we will not cease from exploration, and the end of all search, is to go back to the starting point, and for the first time to understand a' starting point. The 'road', as Chinese semiconductor lighting lighting industry of an important branch of traditional lighting brand is the starting point to end point of semiconductor lighting brand, Jon hopes to record with all industry colleagues to analysis enterprise brand 'or' lighting.

, a category of brand strategy:

Darwin in the "origin of species" in Revelation biological growth pattern: 'growth in two ways: one is the evolution of the old biological growth of the land; the other is a differentiation, is a new biological growth paradise. '

Lighting enterprise brand and maintaining brand development, naturally follow the biological growth law. For the old brand, as long as the 'evolution' of their own can maintain the leadership of the brand, and for the next brand, it is necessary to grasp the 'differentiation' trend - Open Innovation category.

China's lighting industry in the current competitive situation of international brand dominance of the long term, PHILPS, OSRAM, GE and other international giants rely on high-end international brand image covering almost all categories of lighting line, and then China can compete with only the NVC (commercial lighting category brand, focusing on the advantages of engineering and commercial lighting the capacity of the market), OPPLE (Home Furnishing lighting category brand advantage, focusing on the terminal outlets and reputation), KingSun (LED outdoor lighting category brand, focusing on the advantages of LED lights and LED outdoor products) as the representative of the brand category. At present, the domestic real sense of the industry is a serious lack of brand, and category integration, the public brand will become the industry leader in the category of domestic brands to build the inevitable road, category brand break still confused.

Two, breaking the industry brand confusion:

Industry refers to the industry brand awareness and brand recognition, and the public is public awareness and brand recognition of the brand. With the Volkswagen brand perspective to measure, China's home appliances, IT, FMCG, automotive and other industries, due to the development of early, full of competition, has established a number of well-known, trusted brands such as Volkswagen, computer Lenovo, Haier, GREE air conditioning appliances, communication with HUAWEI IT.

Of China's lighting industry attention is low, the homogeneity of the products, the industry has long been the existence of a large number of non brand awareness, brand products, brand, industry brand competition in the extensive, homogeneity, low efficiency, lighting brand building up, can not form a brand effect, can not enjoy the brand premium only, the collective into the cycle of price wars, apparently industry insiders know the brand need industry brands to the Volkswagen brand transition in general consumers recognized, this is a common problem faced by the lighting industry.

At present, China's lighting industry brand is in the transformation from industry brands to the Volkswagen brand stage. With the continuous development of the lighting industry, the importance of brand lighting enterprises have formed a consensus in the industry, lighting enterprises also recognize that competition in the lighting industry, the product competition and price competition to brand competition. But for how the transformation from industry brands to the Volkswagen brand, the industry is very confused, many companies believe that celebrity endorsements, CCTV advertising, import CIS, is to do the brand, Volkswagen brand lighting industry collapsed still confused.

Star can give brand benefits,