Analysis of China's overall home lighting strategic marketing model

In recent years, China's lighting industry has flourished. Home lighting is also a very important cake in the lighting industry. The overall home lighting with its complete product line, suitable for the form of store management, can easily solve the consumer's one-stop lighting needs sought after by the industry. As a result, Op, NVC, Johnson, Jonathan, Huatai, Oaks and other home brands were born one after another. However, after several years of development, the total number of home lighting companies has doubled, and even the home appliance giant Midea has joined in, so the industry is under increasing pressure for competition. Some of them are in recession, some have encountered bottlenecks in their development and cannot break through, and some are struggling to break. Therefore, how to improve the overall marketing strategy of home lighting becomes very important.

The essence of strategic marketing is to formulate marketing strategies and plan marketing plans based on the height of competitive strategy, and to be an all-round marketing for the overall development of the company. With the change of market environment, companies need to think more systematically about marketing issues, and more and more need to analyze and formulate a scientific system's marketing strategy starting from the organization's overall resources and dynamic environment. This kind of strategic marketing management is based on organizational resources and customer needs, focusing on building brand influence, understanding the market, grasping the market, and guiding the market from the perspective of competitive strategy. It is the objective requirement of the new market environment and multi-enterprise, and also the profound understanding and rational choice of the nature of the market for the enterprise in a complex environment.

1. Competition in Product Strategy Home lighting companies have their own historical origins. Qiao Sen started with energy-saving lamps, and then gathered a full range of home lighting products such as ceiling lamps, sheepskin lamps, flat lamps, kitchen lights, mirror front lamps, wall lamps, dining chandeliers, table lamps, etc. The popularity of the overall home lighting brand, and established the temperament to build the first brand of home lighting in China. Now Ops, Oaks are the first to do a good job of energy-saving lamps into the main home lighting. Huatai is evolved from glass lamps. Each brand must have its own housekeeping core profit product, like Josson's ceiling lamp to pay attention to light transmittance is better, light effects are comfortable and pleasant, is its unique selling point. Although the style of home lighting is relatively homogenous, in order to avoid homogenization, products must undergo differentiated innovations and develop products based on the actual needs of consumers. Qiao Sen invested a lot of talents and resources in the research and development of products, and created a brand new style of style, and he has come out with his own unique features. Now the Oaks are on the same level as the engineering lighting, and Hao Hao has launched an onslaught in the field of commercial lighting.

How to integrate the overall home lighting products, that is, to improve the single store sales and profits as the premise, taking into account the customer-oriented and market-oriented strategies. Josson is a company that understands differentiation. Good products can only be accepted by consumers when they are introduced into the market, so that they can occupy the market share of “everywhere”. Therefore, as market conditions need to eliminate slow-moving products, product categories that are more in line with market needs are developed to effectively form a sales force advantage.

According to Mr. He Rongbiao, President of Qiaosen Lighting, Qiao Sen also plans to launch new LED products in 2011 to create a full LED industry chain. In order to obtain core technologies in LED chips, Qiaosen Lighting plans to acquire some LED upstream industries to enhance Qossen Lighting's competitiveness in the world's leading LED core technology, when the time is ripe, the product range will be further extended to commercial lighting, landscape lighting, home lighting and other fields, to lay the foundation for Qossen Lighting to become the world's leading LED manufacturing company .

2, the channel strategy of the competitive marketing community has always been the channel of truth, the channel is one of the key factors of competition. The core of the channel is to keep the distributed benefits and markets a constant source of motivation. The recent rise of the Chinese lighting market has provided external conditions for the prosperity of the channel. The majority of Op Lighting's market share is based on this condition. Enterprise competition needs to be close to the market and close to customers. The channel model must also be transformed from a competition-oriented customer orientation. The transition from transaction-oriented to relationship-oriented should deepen the relationship with customers, stimulate resonance with customers, and please customers' buying experience. The upgrading of the store’s image in the first-tier market is a good example. Qiao Sen Lighting can be said to be an insight into this trend, and the scenario-style “Qiao Sen Home Lighting Living Hall” highlights the high-end image and positioning of the international home furnishing brand. The proposed “One Thousand Stores Famous Artists Program” is a profound understanding of the current channels. And interpretation, its strategic height and wisdom are currently difficult to surpass other brands and can not surpass.

The channel is the meridian of the company, and the meridians are unimpeded, and companies have the vitality for development. With the changes in the market environment, companies must strive to break through the traditional staking-style channel construction methods, abandon the past "development, maintenance only" industry habits, in-depth coordination, with the dealer to do the market, so that channels sink Give distributors more support and create gold sales channels. In terms of channel construction, Qiaosen Lighting regularly communicated with distributors to improve the initiative of channel construction and pioneered the use of a new mode of operation of the “Tender Cooperation Summit—Quality Shopping Guide—VIP Customer Reward Conference”. In the conference marketing, we also held a senior meeting form such as the president honor banquet to present the core dealers. "Two million-plus projects" and "five-system projects" are the unique channels for Qiao Sen. In addition, Qiao Sen also released the channel white paper and the industry's first brand integrity statement, which promised six “hundreds of projects” from the three perspectives of quality, character, and taste. Now does not mean that the future, change and the game is the constant theme of competition, the overall home lighting channel competition will also become more white-hot. Channel competition is also testing the strategic wisdom of companies.

3. Brand-driven brand strategy reflects a clear strategic orientation. Brand is the core of business strategy. Brand equity is the most valuable corporate asset. Brand advantage is the most reliable strategic competitive advantage. Therefore, only brand-driven strategic marketing can maximize corporate value. In the face of fierce market competition, all lighting companies successively under the “Meng Medicine” celebrity endorsement, entertainment marketing, network promotion, etc., so that the home lighting industry surging, fought in the spring and autumn.

Branding covers all aspects. All lighting companies began to pay attention to the shaping of corporate brands, so Zeng Zhiwei, Fan Bingbing, Huang Xiaoming, Zang Cunxi, Jiang Wenli and other stars also appeared in the endorsement image of various lighting companies. Johnson is the forerunner of this group of companies. As early as 2003, Zeng Zhiwei was hired as the spokesperson for the image. In the past eight years, Qiaosen Lighting has hired Zeng Zhiwei as the endorser of the image, and is a pioneer in the lighting industry. Last year, Hao Hao also issued a high-profile announcement of Fan Bingbing's endorsement.

The brand slogan is an image interpretation of the core values ​​and brand personality of a corporate brand. A corporate brand must not only have a commitment to material interests, but also must stimulate consumers at the spiritual level and communicate with the consumers in the depths of the heart to cause consumption. Resonance. The slogans of Op, NVC, and Haohao mainly expressed the pursuit of light quality. In the early stages of the development of a company, it was mainly right. However, as the company's growth and influence increase, it must be refined to have more personality and difference. The highly differentiated brand slogans, I personally think that the brand slogans of José and Oakes are more charismatic and easy to disseminate and identify.

Qiaosen Lighting demonstrated the courage and determination of an entrepreneur in brand building. President He Rongbiao used tens of millions of dollars to put advertisements on CCTV, advocated the brand concept of “responsibility*home”, and successfully transformed the channel brand into a public brand. . According to Mr. Xiao Nan, Marketing Director of Qiaosen Lighting, Qiaosen Lighting will launch the second CCTV advertising plan in 2011 to enhance the continued influence of the Qiaosen lighting brand in the industry. This generous initiative has a strategic demonstration and guiding role for the entire lighting industry, and will inevitably give birth to the lighting industry to upgrade the brand.

Mr. Dou Linping, deputy secretary-general of the China Lighting Association, pointed out that the lighting and lighting industry has ushered in a period of the best development in history. Strengthening brand building and promotion and nurturing national brands have become an urgent task for the industry. In the past two years, the status of the lighting and lighting industry has been able to improve, thanks to the overall improvement of the quality of enterprises in the industry, especially the rise of a number of brand-conscious companies. The success of the “brand-driven” model of Qiaosen Lighting shows that many companies in the lighting and lighting industry have risen to a stage in their economic strength and management awareness. The creation of this model is good for the corporate brand and for the entire lighting industry. It is an improvement. This will become a trend in the future.