[Source: LED Engineering's "LED lighting channel" 2013 14 (Total 50) EDITORIAL / Zhou Jianhua] out there in, over the Hall the first day of the annual town lights Fair's "Wu Changjiang LED" of The airship, for a while, provoked everyone to stop and laugh. The LED era has indeed spawned many new brand new stories. NVC Lighting and Dehao Runda have a new co-brand – NVCETI, Zhou Ming and Han Yuan also registered the “Zhou Ming Han Yuan†e-commerce home lighting brand, and the traditional light source enterprise Shanghai Luyuan has derived “Green Energyâ€.
Of course, there are also many companies that still follow the "one card to the world", such as Philips, Osram, Buddha Photo, Op, and Yiguang, which vertically integrates the industrial chain.
There are also some mid-course adjustments, such as the long-range lighting recently rumored that it will combine the three brands into one, the channel is loose, and the time is "hungry wolf" around, and the transition period does not know how many festivals to be born.
Brand is the brainchild of all employees of the company, and it also carries the trust and expectation of consumers. For entrepreneurs, it is even more equal to their own flesh and blood. However, in the business competitive environment, there is a law of survival, and it is not a matter of family and grandchildren.
Then, the market demand is rich and fast-changing. It is regardless of whether the enemy forces are in abundance, I will still be in the end, or is it aimed at the corresponding channel war, and set up a multi-brand group?
This has left many entrepreneurs and dealers a dream.
The birth of the brand is a serious matter. The creation of the brand is a technical job, and the polishing of the brand is a sacred process.
At the beginning of the business, most companies choose a single brand strategy when they look at food and eat. All products share a brand name, a core positioning, and a basic brand recognition. The biggest advantage is that it can “concentrate superior forces to fight the battle†and concentrate all brand equity on one brand. The generalization of strategic marketing is to reduce the pressure of corporate management, to strengthen the company's voice and strength, to improve the success rate of new products, to reduce customer awareness, to promote economies of scale or to reduce promotion costs.
However, along the way, there will always be a variety of realities and reasons, so that you have to re-examine the temptation to stop resisting multiple brands.
For example, in the early stage of LED light source replacement and the emergence of bad money to drive out good money, the main brand is naturally positioned in the middle and high end of the better profit. But the competition is hot, the songs are not high and the widows, what should I do? Moreover, the low-end market does not want to let go, at least to raise workers to increase equipment market share. Then another brand was established, misplaced, and complemented each other without damaging the reputation of the main brand. This is a common practice.
Another example is that you are locked in a price war by a competitor of comparable strength. A 3 watt ceiling light is cheaper than you, regardless of the ex-factory price. The Chinese people are far from collectively evolving into a piece of paper, the level of the world, and the dealers headed by profit-seeking, not responding quickly, may not even have time to vomit blood.
At this time, if you use a unique brand and hard hit with him, the result is only two: win, drop the industry "price butcher" "Ya"; lose, he bite your tail to bend overtaking.
Some companies will quietly gather familiar counterparts or suppliers, set up a temporary "cannon fodder" brand to meet the enemy, and focus on the existing dealer system. When it comes to success, the brand is naturally cooked by a rabbit. This is a passive approach.
For example, the physical channel is already on the track, and the e-commerce channel wants to get involved. The same brand will have both hands and feet even if the product lines are different. The best way is naturally to set up a special e-commerce brand, unless you have the control of the popular "O2O" mode, or you only want to use e-commerce to achieve sales-related purposes. This is a virtual practice.
In China, the terminal situation is not uniform with foreign countries. The number of dealers is huge. The loyalty below the second line is low and difficult to manage. The channel is always full of confusing. Family planning, of course, is only a good one, but the market economy, too many possibilities make it difficult for companies to maintain a single brand to become bigger and stronger, at least psychologically difficult to achieve "brand ligation."
However, combing the history of domestic lighting lighting brands, close to and even become a strong brand of the popular brand is often single. The brand "should" be a lot, maybe it will always be a false proposition.
Of course, there are also many companies that still follow the "one card to the world", such as Philips, Osram, Buddha Photo, Op, and Yiguang, which vertically integrates the industrial chain.
There are also some mid-course adjustments, such as the long-range lighting recently rumored that it will combine the three brands into one, the channel is loose, and the time is "hungry wolf" around, and the transition period does not know how many festivals to be born.
Brand is the brainchild of all employees of the company, and it also carries the trust and expectation of consumers. For entrepreneurs, it is even more equal to their own flesh and blood. However, in the business competitive environment, there is a law of survival, and it is not a matter of family and grandchildren.
Then, the market demand is rich and fast-changing. It is regardless of whether the enemy forces are in abundance, I will still be in the end, or is it aimed at the corresponding channel war, and set up a multi-brand group?
This has left many entrepreneurs and dealers a dream.
The birth of the brand is a serious matter. The creation of the brand is a technical job, and the polishing of the brand is a sacred process.
At the beginning of the business, most companies choose a single brand strategy when they look at food and eat. All products share a brand name, a core positioning, and a basic brand recognition. The biggest advantage is that it can “concentrate superior forces to fight the battle†and concentrate all brand equity on one brand. The generalization of strategic marketing is to reduce the pressure of corporate management, to strengthen the company's voice and strength, to improve the success rate of new products, to reduce customer awareness, to promote economies of scale or to reduce promotion costs.
However, along the way, there will always be a variety of realities and reasons, so that you have to re-examine the temptation to stop resisting multiple brands.
For example, in the early stage of LED light source replacement and the emergence of bad money to drive out good money, the main brand is naturally positioned in the middle and high end of the better profit. But the competition is hot, the songs are not high and the widows, what should I do? Moreover, the low-end market does not want to let go, at least to raise workers to increase equipment market share. Then another brand was established, misplaced, and complemented each other without damaging the reputation of the main brand. This is a common practice.
Another example is that you are locked in a price war by a competitor of comparable strength. A 3 watt ceiling light is cheaper than you, regardless of the ex-factory price. The Chinese people are far from collectively evolving into a piece of paper, the level of the world, and the dealers headed by profit-seeking, not responding quickly, may not even have time to vomit blood.
At this time, if you use a unique brand and hard hit with him, the result is only two: win, drop the industry "price butcher" "Ya"; lose, he bite your tail to bend overtaking.
Some companies will quietly gather familiar counterparts or suppliers, set up a temporary "cannon fodder" brand to meet the enemy, and focus on the existing dealer system. When it comes to success, the brand is naturally cooked by a rabbit. This is a passive approach.
For example, the physical channel is already on the track, and the e-commerce channel wants to get involved. The same brand will have both hands and feet even if the product lines are different. The best way is naturally to set up a special e-commerce brand, unless you have the control of the popular "O2O" mode, or you only want to use e-commerce to achieve sales-related purposes. This is a virtual practice.
In China, the terminal situation is not uniform with foreign countries. The number of dealers is huge. The loyalty below the second line is low and difficult to manage. The channel is always full of confusing. Family planning, of course, is only a good one, but the market economy, too many possibilities make it difficult for companies to maintain a single brand to become bigger and stronger, at least psychologically difficult to achieve "brand ligation."
However, combing the history of domestic lighting lighting brands, close to and even become a strong brand of the popular brand is often single. The brand "should" be a lot, maybe it will always be a false proposition.
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