On the same day, Xu Changcai, director of the Sidon Lighting Brand Promotion Center, Guo Yunping, chief consultant of the Eagle Goose team, and Nie Pengxiang, president of the Incentive Testing Technology Service, and other lighting channel experts, how to build around the LED lighting brand? How to use the channel? Is price war a powerful weapon? A series of hot topics that are closest to the LED market share their views with the audience. The conference attracted more than 100 guests from the LED industry. Due to the full seats, some of the audience even stood at the gates and walkways.
Figure: CMO Conference of the 9th High-tech LED Industry Summit Forum
LED brand to form consumer perception
Zhou Xuejun, director of marketing for Philips Lighting Asia Pacific, believes that “branding is very important, it can effectively help you from one of the many products, the fastest tool for your customers to identify.â€
Photo: Zhou Xuejun, Marketing Director, Philips Lighting Asia Pacific
“The brand is far from a product, a name, a logo, a symbol, a slogan, an advertisement, a voice. These are the external tangible factors of the brand. The brand itself is an overall feeling, including seeing and listening. When you come to, know, read, and think about it, you can see everything you can think of. Seeing so many brands on it, what you really think of, you can say that this brand is behind a door, imagine Whether it is a man or a woman, whether it is tall or short, fat or thin, active or conservative, introverted or extroverted." Zhou Xuejun pointed out.
He also believes that a brand of LED branded assets can charge a premium beyond the product. The ability to benefit from stock prices among investors helps companies increase profits. I believe that LED lighting will happen in the future. This world is a world of increasing convergence.
Find the best channel and way to develop LEDs
Guo Yunping, chief consultant of the Eagle Geese team, said that the channels that LED can tackle are: engineering dealer channels, professional engineering channels, lighting store sales channels, OEM channels, invisible channels, wholesale or hardware channels, and supermarket channels. He believes that the most effective channel for LED companies is professional engineering channels. To successfully tackle this field, the best terminal display is the sample project, and more importantly, a consultative marketing team is needed.
Photo: Guo Yunping, Chief Consultant, Eagle Goose Team
He pointed out that the current best investment target for LED companies, currently speaking, the domestic first-line brands, Philips, Osram, GE. Domestic second-tier dealers are engineering dealers and they are the best partners. If you can't choose them, you can choose the dealers of commercial lighting such as NVC, Op, Sanxiong Aurora, Jiamei, etc., will become the second choice. The dealers in Zhongshan Guzhen are the best in living. They open the market network by telephone or network. But their prices are also very low. Such enterprises, in the future, strong brand intervention, their living space will be small.
Positioning "first" to stand out
Xu Changcai, director of the Sidon Lighting Brand Promotion Center, delivered a passionate speech. He said that the recent London Olympics has just ended and I believe that China has many gold medals. Everyone knows very well. But what is the silver medal, and the bronze medal is not clear to everyone. Consumers only remember the first, to do the LED market, we must be the first. But it has a lot of firsts, not that it is the first, others are not the first. For example, LED bulb replacement is the first, LED lamp strip is the first, LED light fixture can be used first, LED price is the first, and even the power can be the first, the luminous efficiency is the first, but it must be Find a first. Then it is the promotion first, what is this first standard? Light effect is still display, or social existence.
Photo: Xu Changcai, Director of the Sidon Lighting Brand Promotion Center
"After we find the right point, then tell the story. How to tell? Who to talk about? This is not important, the key is to continue to talk. You may be embarrassed to say it yourself, even if you can't do it first, you are not the first. Far away, you have to say the first thing yourself, because Party A doesn't know who is the first LED. Even the so-called market distributors, dealers, and engineering companies are not sure who is the first. First, don't give others overlap, propaganda is the first, people remember you, sales are coming." Xu Changcai pointed out.
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