[High-tech LED-lighting and market September issue Zhou Jianhua finishing]
LEDs are hot, but so far, the leader brand has not yet appeared.
Everyone is using LED, who is it? Did not say that you must use the diligent, you must use the xxx brand. What does this mean? The concept of LED, which turned out to be just a light source, is just a source of new technology. In the end, it slowly refines, to the brand, to the entire product line. There is no leader-level brand in the market right now. At this time, companies that have the heart to be branded have the opportunity to have the opportunity to be positioned first.
Taking Sidon Lighting as an example, from 2006 to 2009, the other name of Sidon Lighting was “Little NVCâ€, which has not been able to break away from the shadow of NVC in the field of commercial photography. In 2009, Sidon established the “Sidon Bach†brand to preempt the lighting brand of the first five-star hotel in China. Subsequently, Sidon launched a complementary product portfolio, established a professional marketing team, and set aside professional promotion costs.
Due to the success of the positioning and the tempering of time, now, whether it is in the party or hotel designer, or the owner of the lighting market, Sidon Bach is already well-known.
Nowadays in the LED industry, many companies will say that their LEDs are doing the best. But where is the best, it is easy to be homogeneous. The London Olympics has just ended. I believe that China has gotten a lot of gold medals. Whoever gets it is very clear to everyone. But what is the silver medal and how many bronze medals are you may not know. Because consumers only remember who is the first. In fact, the LED market positioning is the same, companies must be the first. But it has a lot of firsts, not that you have done the first, others are not the first.
For example, the replacement of LED bulbs is the first, the LED strips are the first, or the LEDs can be the first. The price of LEDs is the first, and even the power can be made first, and the luminous efficiency is the first, that is, Said that companies must find a first.
Take hotel LED lighting as an example. If the company's cooling system is the first in the industry, it will be lighted for three days and three nights, always below 45 degrees. Then the company's cooling system will be the first in China, and Party A (hotel) will Interested.
Then, is the promotion first, what is this first standard? Whether it is light effect or color rendering, or the social existence value of the enterprise. After finding the right point, then tell the story. how to say? Who are you talking about? This is not important, the key is to continue to speak until it is said to be an industry standard.
Many of the parties and designers do not know the standard of the lamp selection. The appearance is good-looking and the lighting efficiency is high. Because Party A doesn't know who is the first LED, even the so-called distributors, distributors, and engineering companies are not sure who is the first. If you are positioned first, do not overlap with others, propaganda is the first, people remember you, sales will come. Whether the dealer is playing a million or the first batch of two million, if you do not have the first, who will give you the first batch, the dealer is to make money.
There used to be an industry standard for storytelling, and there is a standard for doing anything. LEDs now have no standards. If LED companies can talk about standards, such as the standard of hotel lighting, companies will make this standard and then explain it to Party A until it affects or helps Party A to form a professional judgment.
Of course, the most important thing is that the company itself must have a solid technology and after-sales system.
Source of this article: Xu Changcai, director of the Sidon Lighting Brand Promotion Center
LEDs are hot, but so far, the leader brand has not yet appeared.
Everyone is using LED, who is it? Did not say that you must use the diligent, you must use the xxx brand. What does this mean? The concept of LED, which turned out to be just a light source, is just a source of new technology. In the end, it slowly refines, to the brand, to the entire product line. There is no leader-level brand in the market right now. At this time, companies that have the heart to be branded have the opportunity to have the opportunity to be positioned first.
Taking Sidon Lighting as an example, from 2006 to 2009, the other name of Sidon Lighting was “Little NVCâ€, which has not been able to break away from the shadow of NVC in the field of commercial photography. In 2009, Sidon established the “Sidon Bach†brand to preempt the lighting brand of the first five-star hotel in China. Subsequently, Sidon launched a complementary product portfolio, established a professional marketing team, and set aside professional promotion costs.
Due to the success of the positioning and the tempering of time, now, whether it is in the party or hotel designer, or the owner of the lighting market, Sidon Bach is already well-known.
Nowadays in the LED industry, many companies will say that their LEDs are doing the best. But where is the best, it is easy to be homogeneous. The London Olympics has just ended. I believe that China has gotten a lot of gold medals. Whoever gets it is very clear to everyone. But what is the silver medal and how many bronze medals are you may not know. Because consumers only remember who is the first. In fact, the LED market positioning is the same, companies must be the first. But it has a lot of firsts, not that you have done the first, others are not the first.
For example, the replacement of LED bulbs is the first, the LED strips are the first, or the LEDs can be the first. The price of LEDs is the first, and even the power can be made first, and the luminous efficiency is the first, that is, Said that companies must find a first.
Take hotel LED lighting as an example. If the company's cooling system is the first in the industry, it will be lighted for three days and three nights, always below 45 degrees. Then the company's cooling system will be the first in China, and Party A (hotel) will Interested.
Then, is the promotion first, what is this first standard? Whether it is light effect or color rendering, or the social existence value of the enterprise. After finding the right point, then tell the story. how to say? Who are you talking about? This is not important, the key is to continue to speak until it is said to be an industry standard.
Many of the parties and designers do not know the standard of the lamp selection. The appearance is good-looking and the lighting efficiency is high. Because Party A doesn't know who is the first LED, even the so-called distributors, distributors, and engineering companies are not sure who is the first. If you are positioned first, do not overlap with others, propaganda is the first, people remember you, sales will come. Whether the dealer is playing a million or the first batch of two million, if you do not have the first, who will give you the first batch, the dealer is to make money.
There used to be an industry standard for storytelling, and there is a standard for doing anything. LEDs now have no standards. If LED companies can talk about standards, such as the standard of hotel lighting, companies will make this standard and then explain it to Party A until it affects or helps Party A to form a professional judgment.
Of course, the most important thing is that the company itself must have a solid technology and after-sales system.
Source of this article: Xu Changcai, director of the Sidon Lighting Brand Promotion Center
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