After more than 30 years of product competition, the lighting industry will enter a period of channel competition and brand competition, and the next five years will be a strategic opportunity period for the development of lighting brands. Since the launch of "Beware of Brand Encirclement Campaign", it has caused a thousand waves with one stone. Many lighting brand chairmen and senior teams have visited to discuss industry development and find ways to counter the encirclement of lighting brands. If leading lighting companies have channel advantages, brand appeal, and capital advantages, then do these "three no enterprises" in our lighting industry have no hope of breaking through? No, lighting companies can at least carry out "anti encirclement and suppression" from the following three aspects.
1. Product Breakthrough
Lighting companies cannot completely eliminate the "lighting mindset" when producing lighting products. In terms of product characteristics, the difference between the two is even greater than that between traditional light sources and LED light sources. During the introduction period of the LED industry, the vast majority of traditional lighting companies still remain stuck in the "traditional lighting mindset" when transitioning to LED, let alone lighting fixtures that are completely different from lighting products today. But it is worth noting that the OEM companies behind these enterprises have also been deeply involved in the lighting industry for more than 10 or even 20 years, and some of them are even single product champions in a certain lighting category, with obvious supply chain advantages. Product competition will ultimately evolve into a competition between a lighting brand and several OEM lighting companies. However, OEM companies do not have high originality capabilities, and some even rely on imitation lamps and price wars to survive. In addition, the profit margin after doing OEM is meager, and there is no sufficient funding to support research and development design. Lighting brand enterprises can use R&D design and patent protection as weapons to target the weakness of large enterprises that are difficult to turn around, and fight a "sports war" to make products more personalized and update faster.
2. Channel Breakthrough
There is a fundamental difference between lighting channels and lighting channels. Lighting channels include KA channel, home furnishing channel, engineering channel, hardware channel, designer channel, etc; At present, lighting mainly relies on brand dealer channels, home furnishing channels, engineering and designer channels. The number of lighting channels can reach thousands or even tens of thousands; The key to winning in the quality of lighting channels depends on how many high-quality distributors are among the agents (i.e. the top 500 distributors nationwide and the top 100 distributors in each province). In addition, lighting brand enterprises can integrate their interests with distributors to increase the investment threshold for specialty stores.
3. Brand Breakthrough
In contrast, the brand awareness, influence, and appeal of lighting companies cannot compare to leading lighting brands. Lighting companies can enhance themselves through original culture, design patents, celebrity endorsements, influencer promotion, and endorsement with brand media such as CCTV, People's Daily Online, and Guzhen Lighting News.
The maturity of LED technology has blurred the boundary between lighting and lighting products. In a sense, lighting companies are de illuminating, and lighting companies will inevitably extend their lighting product lines across their own channels, which will become a channel war and brand war between leading lighting brands and powerful lighting companies. Whoever can ultimately win the channel and establish the brand in this round of battle is the king of lighting brands. If this round of war has nothing to do with your company, then you can only be a spectator. Others are fiercely fighting in the field of channels and brands, while you obediently watch the excitement. In the end, the storm of war rose and all the spectators disappeared.
Lighting companies, don't be bystanders. Please bravely stand up and declare war on the brand's "Great Encirclement Campaign"!