Lighting industry "micromarketing" will intensify

In 2013, the brand companies of lamps and lanterns had to say that they had spent the wars of “price wars”, “channel wars” and “promotional wars”. After accepting the challenges of the Lighting market, some lighting companies are exhausted. Some companies are fortunate enough to find a way to develop in the competition. It can be said that some people laugh, some people are bitter, and they are mixed. The year of the 2013 followers of the Year of the Horse runs to us. This year, how should lighting companies develop, and what will happen in the lighting market? We are not aware of this, but in 2013 some industries’ “darlings” will definitely continue into 2014.

"Micro-marketing" will become increasingly fiercer With the improvement of the quality of Chinese netizens, the rise of netizens' self-awareness, the majority of Internet users are becoming less and less tolerant of advertisements, especially those hard, straightforward, and monotonous hard advertisements, some browsers. You can even filter these ads directly. Today, advertising needs to adopt a softer, more flexible and more acceptable marketing approach, and “micromarketing” has become a new industry marketing trend. This trend will become even more intense in 2014.

Energy conservation and environmental protection will inevitably fall in 2013. The haze of the past day has seriously affected people's daily lives. In addition to the inconvenience of life, various diseases caused by smog are also extremely worrying. The hazy weather is mainly caused by atmospheric pollution. The acceleration of the pace of industrialization in recent years is one of the factors that caused this situation. Energy conservation and environmental protection have always been the constant theme of the lighting industry. In particular, under the background of energy saving and emission reduction, consumers' demand for energy-saving and environmental protection products has become increasingly strong. For lighting hardware consumers, many people no longer consider the price as a priority to consider factors, such as product style, quality, environmental protection, etc. have become the focus of purchase.

Online and offline channels will continue e-commerce is the industry's development trend, for the moment, the online development trend to a certain extent affected the offline sales. In this regard, in 2013, the double 11 “19 home furnishing stores jointly resisted Tmall” gave the answer. Although the O2O model can achieve the balance between online and offline, but now the development degree of the lighting electricity supplier may not reach those conditions. In addition, the search for multiple brands of Tmall flagship stores, consumer evaluation, about the logistics and after-sales Tucao is also varied. From this perspective, in the development of the lighting company in 2014, online and offline channel battles will continue.

In 2014, all competitions were inseparable from the creation of corporate brands. Therefore, for lighting companies, strengthen their own internal and external cultivation, establish a complete enterprise management system, training mechanism, optimize capital management, talent training and absorption, focus on enhancing brand influence, attach importance to channel construction, and balance multiple channels to cope with the market situation. As a result, the domestic brand of lighting products is truly moving toward the market, affecting the country.