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In the magnificent 2013, lighting brand companies have to say that they have spent the wars of price wars, channel wars, and promotion wars. In the acceptance of the challenges of the lighting market, some lighting companies appear exhausted, and some companies are fortunate to find a way to develop in the competition. It can be said that some people laugh, some people suffer, and mixed feelings! The tail of the Year of the Horse followers 2013 ran to us. In this year, how should the lighting companies develop, and what kind of situation will the lighting market show? We don't know, but in 2013 some of the industry's darlings will continue into 2014.
Micro-marketing will intensify with the improvement of the quality of Chinese netizens and the rise of netizens' self-awareness. The majority of netizens are less and less tolerant of advertising, especially those hard, straightforward, monotonous hawking-style hard ads. Some browsers can even Filter these ads directly. Today, advertising requires a softer, more flexible, and more acceptable marketing approach, and micromarketing is a new industry marketing trend. This trend will intensify in 2014.
In 2014, the three mainstream models of the lighting industry seized the opportunity of energy conservation and environmental protection. In 2013, the smog in the past few days seriously affected the daily life of the citizens. In addition to the inconvenience of living, various diseases caused by smog were particularly worrying. The haze weather is mainly caused by air pollution, and the acceleration of industrialization in recent years is one of the factors contributing to this situation. Energy conservation and environmental protection has always been the theme of the lighting industry. Especially in the context of energy conservation and emission reduction, consumers are increasingly demanding energy-saving and environmentally friendly products. For consumers of lighting hardware, many people no longer regard price as a priority purchase consideration factor, such as product style, quality, environmental protection, etc. have become the focus of purchase.
Online and offline channels will continue to e-commerce is the trend of industry development. For now, the online development situation has affected offline sales to a certain extent. This point, in 2013, the double eleven 19 home stores jointly boycotted Tmall gave the answer. Although the O2O model can achieve an online and offline balance, the degree of development of the luminaire e-commerce may not reach those conditions. In addition, search for multiple brands of Tmall flagship stores, consumer evaluation, the logistics and after-sales spit is also varied. From this point of view, the development of 2014 lighting companies, online and offline channel war will continue.
In 2014, all the contests were inseparable from the creation of corporate brands. Therefore, for lighting companies, strengthen their internal and external cultivation, establish a complete enterprise management system, training mechanism, optimize fund management, talent training and absorption, focus on improving brand influence, pay attention to channel construction, and balance various channels to cope with market situation. Therefore, the domestic lighting brand power really goes to the market and affects the whole country.
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