How LED lighting marketing model breaks

Now the lighting industry is undergoing industrial upgrading and transformation with rapid changes, and traditional marketing methods are effective and useful, but they are limited. If you continue the previous style of play, it will inevitably be less effective.

For example, centralized operations are a useful means for the industry to develop markets in the short term. All companies in the industry that want to open up the market are all focused on using operations as the main means of breaking through. However, the author believes that “concentrated operations” is a money-burning business or an “industrial thinking” that continues the traditional marketing 2.0 era. Now, it is the marketing 3.0 era. The LED market will break through, and it is bound to take precision marketing as a breakthrough.

So, in the era of LED universal application, how to upgrade marketing in the end? Marketing breaks, you can start from the following aspects:

The first is to start with the channel transformation and take the road of the hybrid channel model one-by-one. This is certainly the case for the second and third-tier brands, because the front-line leading brands have a sound and systematic channel model. Second-tier brands must achieve breakthrough marketing. Mixed channel mode is the way out. The hybrid channel model is not a single model, but a one-stop approach to selecting the best channel model for the region. Such as small-area agency model, product channel differentiation agent model, stock company model, branch company model, light source-intensive distribution model, traditional agent model, direct supply model, etc. The first-line brand in the lighting industry and the first-line brand in the traditional industry have not formed their own advantages through channels and brands.

The second is the issue of marketing model innovation. At present, the reason why the second and third line brands of the lighting industry are struggling to make breakthroughs is difficult. Regardless of the environmental factors, the perspective of marketing alone is relatively narrow, and all of them are learning first-line brands in the industry. Notice that the time has come to learn first-line brands in the industry. Missing the best time, the effect will certainly be greatly reduced, and costs will rise significantly. Therefore, the innovation of the marketing model and the way to suit oneself is the most important issue for future marketers to think about. How to innovate? Look beyond companies in the lighting industry, such as home appliances, fast-selling goods, and the Internet industry. Learn from these industries, digest and absorb new ideas and means, so as to own it. Marketing innovation is generally oriented at two levels. One is the innovation of the marketing model, such as the associate company model of the household appliance industry. The first is the innovation of marketing methods, such as the store model and the outdoor promotion model. Now these modes are monotonous and old. However, other industries, such as the home appliance industry, must have some means to learn from.

The third is the implementation of marketing level to build. Everyone understands that as long as the infusion and intensive training are repeated. However, according to the author's observation, many manufacturers do not lack strategies. What they lack is consistent execution. Many of the ideas look beautiful and sound tempting, but once they reach the market, they are always "hard". After all, the lack of execution is fundamental. Of course, the implementation of the problem, the underlying factors are more limited to the length of this article, not repeat them.

Fourth, build marketing capabilities. LED lighting industry's marketing, for the second-tier brands, the initial public brand promotion model is almost impossible, so the first step for the industry market segment small brand is not a bad idea. Although the promotion method can learn from the Internet industry and the home appliance industry, it is still more important to promote the terminal and increase the exposure of the brand with the number of terminals and the quality of the terminal.