With the "invasion" of the lighting industry giants at home and abroad, and the infiltration of Taiwan's lighting industry group, it is believed that the situation of the lighting industry in the ancient town and even the whole country will inevitably produce great variables. In order to survive and achieve good development in such an environment, domestic lighting enterprises must stand in the forefront of the industry and must enter the stage of brand building from the production stage of production, and consolidate their competitive advantages through independent intellectual property rights and brand building. . After nearly a decade of growth, Haohao Lighting has developed a brand operation mode with the characteristics of Haohao.
Product innovation, creating brand vitality
Products are the foundation of enterprise development and the carrier of all performances. After fully understanding the product line planning and integrating development, it will be real. From a certain perspective, the vitality of the brand lies in the richness of the product. To this end, Haohao Lighting has built a series of products of the Haohao Dynasty brand, constantly researching and developing new product lines, improving the special effects and recognition effects of the series products, in order to form a series of distinctive products to support the market and satisfy consumers. While forming product advantages, it also enhances the brand's professionalism.
Creating a diversified series of products is a potential market demand for home art lighting. It is also a dealer's business advantage. Consumers have more choices and expand supply and demand space to enhance market competitiveness. The main display of the Haohao Dynasty is the Haohao Home Art Lighting Brand Series, which is a series of products that are constantly enriched according to the increasing needs of consumers. They are self-eliminating internally and continue to use the new series to eliminate the old series to meet the market. The trend is constantly changing with the subconscious minds of consumer purchases. This kind of enrichment is based on continuous innovation and breakthrough, rather than simply relying on the number of categories. The Haohao Dynasty brand series adopts the centralized display method, which is simple and fashionable, and meets the urgent needs of consumers for the new home life, and also enhances the market vitality. Through this visual communication, Hao Hao highlights the positioning of the brand and enhances the affinity of the brand through scene design and atmosphere creation.
Brand entity construction
As the brand breaks through the demand, companies must consider how to transform from an industry brand to a mass brand. Hao Hao home art lighting is currently in this situation. After launching the “Speaker Brand Promotion Modelâ€, Hao Hao successfully launched the Haohao Home Art Lighting brand into the market and expanded the brand awareness, but choosing the spokesperson is only one aspect of brand building. After successfully opening the vast terminal market and taking the first step, how to make full use of this advantage to further expand and further build the brand's popularity and reputation? Only by continuously and vigorously building the brand can we go out in this increasingly competitive industry. Based on its own characteristics, Haohao analyzes the changes in the market, and combines the current trend of home life culture, and has embarked on a road of its own brand operation—using the system of physical engineering to arm the brand and enrich it in the practice of innovation. Your own strength.
Dealer Conference - Marketing Art
On June 6th, Hao Hao held a thousand-person dealer conference in the ancient town of Dengdu. This is another major operation of the brand entity after the large-scale promotion of “Happy Storyâ€. The conference perfectly integrated brand endorsements, conference marketing, media communication, and customer interactions, and demonstrated a marketing method. For the majority of dealers and end customers, this is undoubtedly a market advantage, a huge business opportunity. Under the influence of powerful brand power, they gradually came out from the pressure of austerity and became more determined and confident in terminal development.
Thousand store project - increase market share
In the initial stage of completing the image spokesperson, in order to more effectively improve brand efficiency, increase product market share, unified terminal image and store standardization management, Haohao launched the construction of “Shengshi Haohao, Qiandian Projectâ€. The “Thousand Stores Project†aims to establish an effective terminal with more than one thousand unified images, unified standards and unified management across the country. To this end, Haohao uses effective marketing programs, promotional programs, and consolidates the sound development of the terminal network, and establishes a stable and sustainable strategic partnership among manufacturers with honest and practical service concepts. Through this project, we have built a stable promotion platform, which has played a sensational effect in marketing activities, and truly digested the products in the terminal market.
Integrated marketing scale upgrade
Systematic communication
Hiring Fan Bingbing as the spokesperson of the brand image, the perfect combination of the characteristics of the spokesperson and the characteristics of the Haohao brand led to the whole process of communication. At the same time, Hao Hao spreads through various visual media, using the strongest visual impact to highlight the three-dimensional sense of the product, making the brand recognition effect more vivid, and vividly enriching the brand's connotation and value. Then, Hao Hao interacted with customers through the large-scale promotion of “Happy Story†to transform the brand from an abstract concept into a physical model. The dealer conference is the most effective promotion of this physical model. The unveiling of the new industrial park sand table model, the display of new terminal stores, and the spokesperson press conference have realized the scale optimization and upgrading of this physical operation model. The announcement of the spokesperson will make the concept of Haohao brand more clear and more persuasive, and promote the brand popularization process at a high level.
In addition, Hao Hao’s “Four Kingdoms Basketball Tournamentâ€, which was held in the ancient town, linked the development of Haohao with social development, and injected a noble cultural spirit into the physical model of the Haohao model, which is also the most beneficial of the brand itself. Promotion.
Expand marketing channels and refresh the market
In the process of growing enterprises, a key bottleneck restricts many manufacturers, that is, the coordination between marketing and production capacity, or how to establish a network and give sufficient support to make it profitable and grow. At the same time, it is more important to quickly complete its own organizational structure and system, and whether it is developing in this direction in strategic planning, or whether there is any discussion on strategic planning. In the face of the current fierce market competition, companies must create a unique marketing model. Enterprises must have an advantage in strategy, and there must be a model in sales, and the success of the channel means the success of sales. Therefore, after launching the “logistics dealer modelâ€, Hao Hao continued to innovate and change from concept to decision in the channel and achieved remarkable results. Especially after the dealer conference, Hao Hao launched a broader expansion and added. The logistics center infiltrates the second- and third-level cities in the terminal area, and builds different terminal stores according to the consumption level. At the same time, it increases the support to the majority of dealers, and refreshes the market with increasing store data.
Every successful company has its own brand entity operation mode. This model is formed slowly during the growth process of the company. It is only suitable for oneself, and others can't use it. Only when others continue to explore in practice can they find a successful model that suits their own development.
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