The development of China's lighting industry began in the reform and opening up 30 years, recalled the reform surging waves of 30 years, after the 1979 and 1989, the source state monopoly for purchase and marketing, lamps and lanterns quotas "indistinction between the functions of the, under the planned economy system, the development of" child care market + parents push "period.
China's lighting industry development in reform and opening up 30 years, memories of the industry to carry out thirty years process. After the 1979 and 1989, light state monopoly for purchase and marketing, lamps and lanterns quotas "indistinction between the functions of the, under the plan economic system to carry out the" parents of the children's market and promote "period.
Experience from 1989 to 1999 lamps "included in the International Electrotechnical Commission standard management system, light source, lamps and lanterns relationship simply straighten out the light integration period, gradually moving towards a market-oriented Road, and into local to, this is the so-called" to carry out market + out of the house of the infant and adolescent.
From 1999 to ten years, with the expansion of China's lighting industry and business scope, technology and production quality, the origin of the main and complementary advantages gradually emerging, light source and lamps and lanterns enterprises, China's lighting industry has become an important part of the world's lighting industry, China's lighting industry to enter the integration stage.
"Thirty legislation to be" China's lighting industry is facing "standing era" of the mature market, coincides with the experience of the domestic real estate establishment and the beginning of this century the city lighting engineering established the climax of reform and opening up 30 years, say thirty. We should see is China lighting industry beginning from naive to mature, by fanatical to reason. But the fact is not pessimistic. Entering the 21st century, the brand becomes the lighting enterprises pursue the objective, although the lighting industry in China under the drive of the NVC, OP and other enterprises, a short span of ten years, in the industry constitute the a number of so-called "brand" enterprises, but lighting enterprises in China brand "trapped" but Ruyingsuixing.
Industry brand break bureau:
Industry brand is known and recognized in the industry, and the mass brand is the public awareness and recognition of the brand. With the mass brand perspective, the home appliances, IT, fast consumer goods, automotive and other industries, due to carry out early, competitive, has established a number of well-known, widely trusted brand, such as computers, home appliances have Haier, GREE, IT communications.
China's lighting industry is low, the product homogeneity is serious, the industry has long been a large number of non brand awareness, brand products, no brand enterprises, industry brand competition is extensive, homogeneous, low efficiency stage, lighting enterprise brand can not be formed, can not enjoy the brand premium, only collective falling price war, the industry brand is in urgent need of industry brand to broad consumer brand recognition, which is a common problem facing the lighting industry.
At present, China's lighting industry brand is in the stage of transformation from the industry brand to the mass brand. Along with the lighting industry's development, the importance of lighting enterprises to build brands in the industry has been a consensus, lighting companies also recognize that the lighting industry's competition, has been carried out by the product competition, price competition to the brand competition. But on how to change from the industry brand to the masses brand, the industry is very confused, many companies believe that the star endorsement, CCTV advertising, import CIS, is to do the brand, the lighting industry is still confused masses brand.
Category brand strategy confusion:
Darwin in the origin of species to remind the biological growth rule: "biological growth in two ways: A is the evolution of old biological growth of paradise; another is differentiation is growth biomass of heaven."
Lighting enterprises to build brands and maintain the development of the brand, the nature also comply with the law of the biological growth. About the old brand, just from time to time "evolution" I will be able to maintain the direction of the brand; and on the backward brand, it is necessary to grasp the trend of "differentiation" - founding new category.
Lighting industry in China in the long run, the dominance of the international brand competition situation, Philips, OSRAM and Ge and other international giants relying on high-end international brand image covers nearly the whole category of lighting the line, followed by domestic to contend with as long as the NVC (commercial lighting brand category, focus on strengths in engineering and commercial lighting market to), op (home lighting brand category, focus on the advantages of in terminal outlets and reputation) as the representative of the category brand. At present, the domestic real sense of the industry brand serious lack of, and category integration, public brand shaping will become the domestic category leader in the industry brand to build the road, category brand is still confused.
Star image endorsement of confusion:
To explore the Chinese star endorsement of the history, there is such a story quite interested -- Wang Anshi from their homes, that village poor relatives by straw hat for a living, busy season business fair, a busy, buying and selling suddenly bleak. Who is a wise man, Wang Anshi come up with a plan, want to pull the poor relatives -- Prime Minister Wang to return home, the brightest squire dignitaries, of course, is to come to pay a courtesy call, Wang Anshi was wearing his relatives do straw hat, rushed to greet. However, the poor relative of straw hat sell fire, in terms of modern advertising, Minister Wang endorsement hat gives straw hat this new connotation.
Minister Wang image speak true and not obviously doesn't matter, but celebrity endorsements to bring the brand effect is there are a lot of internally generated, extended visibility, stability of the faithful, strengthen brand
