The LED industry chain is more used in mainland China. Unfortunately: in the LED industry, the technology does not understand the design, the design does not understand the manufacturing, the manufacturing does not understand marketing.
As an intermediate chain of the industrial chain, if it cannot integrate technology, design, manufacturing, and marketing, it is basically impossible to win the competition of LED lighting. The brand is still the original brand. The promotion is more investment, but the sales volume is still the original sales. Where is the problem? Marketing seems to be a lifeline for the dilemma.
Many LED companies have been looking for long-term development space in the fierce market competition. The unprecedented popularity of LED industry exhibitions proves that most LED companies realize their trade sales through exhibitions, establish sales channels, develop dealers, and some enterprises. Directly face the project, send business personnel to participate in the bidding activities. A small number of small LED companies directly sent business personnel to recruit projects.
However, the highlight of the traditional lighting industry is not a new highlight of LED marketing. Operation center, refurbished goods; multi-brand strategy is the industry's usual trick, old wine new bottles; there are many companies even the same brand different product positioning. In the true sense, innovations involving marketing are good, and behind this noisy industry, the weakness of marketing innovation has become an indisputable fact. Companies that can live their own marketing style are rare.
I believe that marketing is first to understand consumer demand, starting from its own business advantages and market segmentation. Now many domestic LED companies are technology-oriented, and their focus is on how to make products perfect without caring about what products consumers like. Some LED manufacturers produce more than 100 lamps a year, but only two are sold. A large number of products are piled up in the warehouse, which wastes a lot of talent and material resources. When they discover consumers' needs through fashion, they follow the trend of fashion. When they changed, they suddenly realized that consumers were not what they thought.
Now look at whether a company is a marketing-oriented company. In fact, look at the composition of the marketing department. Many large LED companies are still in the state of production and scientific research. There are a large number of factories and office buildings. From the production department, technical department, security department, administrative department to various organizations, there are hundreds of staff, president and chairman. Production assistants and technical experts have all kinds of assistants, but there are only two or three people in the marketing department. Now many professional LED brands have developed to a certain stage, and they have also committed such a big enterprise disease. They blindly pursue large and complete, but there is no get the point.
At present, many LED companies are also facing the problem of marketing execution, forming a marketing concept that is flying in the air, but the marketing behavior is not implemented on the ground. For example, after LEDs have been posted on CCTV, it is right to use this as a publicity point. However, in addition to propaganda, other aspects of the action are not known. There are also a lot of companies that have invested huge advertising expenses. When the publicity is coming, the rain and the wind are full of buildings, which stirs up the entire lighting and lighting market. However, when customers come to talk, they are especially accommodating, even if they change No one can fully explain the investment policy. After the dealers purchase the goods, there is no promised marketing service to follow up the sales. This is not in place for the implementation of marketing programs.
Therefore, I believe that LED companies must lay a solid foundation for their terminal needs, team building and execution.
Source of this article: Tang Shiquan, Chairman of Zhongshan Taiteng Lighting Co., Ltd.
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