Throughout the various industries to create a mass brand road, there is a "personality" construction theory?? Establish / implement brand planning, product / market segmentation, further market segmentation and build a big brand image. Brands need to be cultivated, and they need long-term investment in patience, courage, financial resources, material resources, etc. It is also necessary to grasp every business opportunity and spread the concept of brand quickly when the market expands. While lighting companies want to build a mass brand, although there is a long way to go, brand competition is always just a contest of strength. In this contest, the vision of corporate decision makers is critical. So, carefully choose your own path, don't let your company go to a dead end.
Product positioning needs to be clear that the "concept" extension needs to be profound
The Volkswagen brand does not have a definition of a specific standard. More often, it is explained by the effect of the performance, not only in the creation of the brand, but also in the market familiarity and recognition to show "popularity." In fact, in the final analysis, to take the mass brand, companies need to understand the product audience, such as price, channel, brand promotion and other measures. Only by knowing ourselves and knowing each other, the direction of the next step will be clearer. The purpose of business is only a valid definition, that is, creating customers and customer satisfaction as the guide, which is nothing but a new concept challenge in the traditional operation of the enterprise.
Throughout the current home lighting brands, many conceptual slogans such as "overall home lighting", "healthy home lighting", "harmonious home lighting", "smart home lighting", etc., are behind these concepts. A lofty development goal: to create a mass brand!
However, according to the author's understanding, more people are holding a wait-and-see attitude towards the brand of home lighting industry going to the mass brand. This attitude is positive and negative. It is this contradiction that lies in the road of home lighting brands. ? Is it to Sunshine Avenue or a dead end?
The lighting industry has always been in an irregular state. As a new industry, there is actually a lot of room for development. However, the delicious big cake is not everyone's share, and the competition is fierce. In this regard, home lighting companies should establish a development concept of operating products as a way of life, clear the product's appeal goals, rather than blindly follow the "concept", lacking the profoundness of their product personality. It should be noted that the name of the brand itself implies the positioning of the brand and the positioning of the target customer group. The brand marketing of the company depends on the “word-of-mouth effect†of these groups. In the era when the focus of consumer demand shifts from product to service and then from service to experience, the construction of flagship stores and living halls of many home lighting companies is a good concept extension, but it is still necessary to popularize the cultural connotation. Deepening.
Stores popular outlets "sinking" need to be cautious
Building a mass brand means more market segmentation and a broader leap in space. In recent years, the lighting companies in the industry have become increasingly demanding to become a mass brand, and such appeals are often reflected in the domestic market operation and production. Earlier, the author participated in many development planning meetings of the enterprise, and found that the enterprises all focused on the market outlets, and launched the network construction policy to seize market share, and the market channels continued to “sinkâ€. However, many companies have been attracting investment all the year round, but they have never had their own core distributors. How much do they need to support the home lighting companies to go to the mass-market outlets? Some people in the industry have proposed to reach 500-1500, but this is a reference number, but it is not a blind expansion of home-based enterprises to fill in blank outlets. At present, the lighting industry is following the trend seriously. To accommodate more and more enterprises in a limited geographical space, it is inevitable that there will be hidden dangers. The quality of the specialty stores is very important. Enterprises should be good at "digesting" the market.
Case number one
Op Lighting: Focus on expanding the first and fourth markets
According to incomplete statistics, Op Lighting currently has more than 5,000 specialty outlets across the country, covering the first, second and third grade markets. However, people in the industry know that the market that contributes the largest sales volume to Op is not the primary market, but the secondary and tertiary markets, and the contribution rate should be no less than 70%.
Ms. Ma Xiuhui, the general manager of Op Lighting, proposed that Oupu will focus on expanding the first-line market and the fourth-tier market in the future, and paying close attention to both ends to form a dumbbell-type offensive pattern in the market. It is reported that after experiencing the financial crisis, many lighting brands suffered a setback in the first-line market, and they have extended their market reach to the second and third-tier markets. Opu has re-entered the primary market and has three major holds: maintaining a certain sales volume of outlets; maintaining and consuming The rate of meeting; maintaining the brand's popularity and visibility, and providing the value of distribution and logistics for the second and third-tier markets. At the same time, Opp will target the four-tier market, that is, continue to leverage the advantages of Opt in the secondary and tertiary markets to penetrate the rural market. In this regard, Op's outlets are paved, and the laying of the 1234 market is still a solid fulcrum for the popular mass brand.
Case 2
Haohao Lighting: Stabilizing the advantages and expanding the new market
Through the development of the past two years, the brand strength of Haohao Lighting has already attracted the attention of the industry. It is reported that Haohao Lighting's market outlets in 2009 have reached 1,522. While stabilizing the original advantageous market, it will continue to expand new markets or improve weak markets, and engage in new business areas, from home lighting to commercial and engineering lighting. Extend. In 2009, Haohao Lighting's pace of advancement is also very compact. It has a large movement in the market. Through the laying of the second and third-tier markets, the primary market adopts misplaced tactics, not hard to touch, not only find a good way, but also go right. Road.
Hao Xilong, deputy general manager of Haohao Lighting Marketing, said that industry brands should go to the mass brand, and the strength of the company is crucial. First of all, it is necessary to understand where the fulcrum of the brand is, and the management standardization, market strategy, and differentiated development must be clear.
Do not blindly follow the trend of brand promotion
In recent years, the home lighting production enterprises represented by Op, Haohao, Ou Dier, Liang Di, Qiao Sen, etc., the pace of brand building is no longer in the industry, consciously moving to the mass media such as CCTV, to some extent indicate this Enterprises in a field have extensively possessed the brand foundation of the industry, and also explained that extending the brand building to consumers is a key point for future competition. In the journey of brand building, the diversity of forms is worthy of attention.
First of all, the image spokesperson is still the magic weapon to quickly pull attention. For example, Liang Di - Sun Hao, Hao Hao? - Fan Bingbing, Qiao Sen - Zeng Zhiwei, Minnie - Yu Ying and so on. Choosing the right brand image spokesperson can not only interact with consumers more quickly, but also build awareness of the mass brand.
Secondly, public image and social responsibility have become the breakthrough point for corporate brand building to the masses. For example, Oupu joined hands with CCTV to hold a "Spring Warm Light" evening party, donated funds to help cataract patients to attract attention, and subsequently donated 10 million yuan for the Sichuan earthquake-stricken area was even more sensational. In September 2009, Opt officially became an exhibitor of the Shanghai (China) World Expo Private Enterprise Joint Pavilion, and provided all lighting application solutions for the private enterprise pavilion, demonstrating the unique brand image of Op as a lighting expert. The Opto spread brand has a large investment and a wide range of channels. In particular, the re-investment of CCTV is seen as a landmark event for the transformation of Oupu to the mass brand. In addition, Op Lighting actively responds to national policies and makes full use of its terminal stores covering more than 10,000 cities across the country covering 95% of the country's prefecture-level cities. It also promotes the education and promotion of lighting energy conservation for consumers, further enhancing the brand's Influence.
Third, expand the product line and open up invisible channels. Haohao Lighting has successfully operated the brand in the past few years, especially from 2006 to 2008. It has laid a solid foundation for the promotion of Haohao brand in corporate culture, channels and terminals, and has been accompanied since 2009. The listing of Hao Commercial Lighting has created an unprecedented space for the Haohao brand. The expansion of outlets, the creation of brand image, the provision of professional team services, targeted promotional activities, vigorous advertising and assistance, and the wide open channels have also enabled Haohao Lighting to create a mass brand from industry brands, which has a more favorable leap. Pivot.
At present, the brand era has quietly arrived, and the competitive situation is mainly manifested in the competition between channel sinking and comprehensive strength. In this fierce competition of high-quality and strong selection, some follow-up companies have become rigid in the idea of ​​creating mass brands, and believe that brands are promoted by packaging and promotion. There is nothing wrong with it. Brand promotion has a very important impact on the overall performance of the company. Only companies can't blindly follow, blindly and without planning channel marketing, but should analyze the specific situation and proceed from the actual needs and strengths of the company.
View game
Square: Doing the mass brand is a directional trend, just time sooner or later
In the home lighting brand, it is common to list the creation of the Volkswagen brand as a development goal. Opp, Haohao, Ou Dier, Liang Di, etc. have always focused on the extension of this road, especially nowadays more and more Home lighting companies put forward the concept of “whole home lighting†and put it into action. The cross-domain integration of product lines has made the company's products and styles more and more abundant, and boldly enabled new materials to adapt to the new appearance. There is a great momentum in the fire.
For the creation of the Volkswagen brand, not only the products seek new differentiation, but also the channels and channels are diversified. As a terminal export of lighting products, Lighting City has begun to highlight the role of the lighting brand. Consumers who buy a lamp will have their own inclination and positioning. They will choose the lighting city with the same grade as the lighting they need to buy the lamp. The lighting city also meets the needs of consumers and provides such platform and positioning. . The dealers also play an important role in creating the lighting mass brand. The role of dealers in it, many manufacturers have a clear understanding, especially in the role of its service to consumers. With the development of the commodity economy, the seller's market has turned into the buyer's market, and the fierce competition of various brands of similar products has led many dealers to gradually understand the brand-building advantages of the manufacturers, and the communication and interaction between the manufacturers and merchants has gradually increased. Any industry has its development and running-in period. The home lighting industry has realized the transformation from industry brand to mass brand. It has its development trend. As for whether it can follow the development of the furniture industry brand, it still needs a long time to build.
Counterparty: doing mass brand hindering, almost impossible
The topic of building a mass brand is indeed a lot of controversy. First of all, the product characteristics and fit are the considerations. Some enterprise personnel believe that the product's own characteristics such as style, physical changes and consumer demand restrictions, while the lighting industry still has low attention, low threshold, serious homogenization and other irregularities, the government's support is also small It is difficult for industry brands to go to the mass market, and the road is far away, which is basically impossible. At the same time, whether home lighting products can be made into mass brands, corporate leaders are an important factor.
The strength, concept and vision of the CEO are the important factors that determine whether the lighting products can be made into the progress of the mass brand and brand building. If a lighting company's CEO has no advanced ideas and vision, he can't handle the relationship between immediate interests and long-term interests. Its mass brand is difficult to build. At least from the current concept of many bosses to analyze, the solution to this obstacle is not a short-term promotion.
Business statement
Seeking differential development and developing designer channels
The Sanli Lighting, which has been committed to the production of high-quality and energy-saving home lighting products, is very clear about its development strength and direction. According to Tang Xingmu, director of marketing of Shengli Lighting, the performance of Shengli Lighting in the export market is very good. Although the financial crisis has arrived, the sales volume of Shengli Lighting has still increased by 20%. In 2009, Shengli Lighting focuses on the domestic market, with emphasis. In the construction of the logistics center's outlets, while building the network, it also made a systematic analysis and understanding of the home lighting industry market.
According to the current development of peers, the thresholds for the construction of outlets of major home furnishing enterprises are still low, and the overall quality of dealers needs to be improved. The quality of construction of enterprise outlets still needs to be improved, and quality distributors have been well-known. The brand "monopoly" trend.
In this regard, Tang Xingmu said that enterprises must go further and seek differentiated development. Shengli Lighting is also trying to use its own development resources to assist dealers to jointly develop designer channels.
Do a good job in market penetration
According to Zhong Biwu, sales manager of Manjia Lighting, the transition from home brands to the development of mass brands has a long development path. The reshuffle of the industry also requires market regulation. There are three main constraints: First, the brand attention is low; Second, the threshold is low; Third, homogenization is serious. The establishment of market outlets and publicity and promotion requires long-term maintenance, and dealers and end consumers need to guide the brand building. Manjia Lighting's home products focus on simple personality. At present, the main focus is on the market. In the early days, Manjia also paid great attention to brand promotion, but integrated the current market trend. In 2009, it will maintain the market's publicity and focus on its own internal strength. Cultivation, such as products, management, market, etc. Manjia Lighting's ambition is not to build the industry's first brand, but to create a mass brand in the industry. In this regard, Manjia Lighting will make full use of the cost-effective advantages of its products, continue to carry out the model market pilot, do a good job in the market, deepen the channels, and at the same time do a good job in brand image.
Expert advice
Use brand strategy to become a big company
The creation of the brand needs to clarify its own development fulcrum. In this regard, the lighting brand's mass brand strength needs to be reflected and should have the following three points: First, the outlets reach more than 500-1500; Second, the annual sales reach more than 200 million; Third, publicity investment accounts for at least 5% of sales. This is not a pile of numbers, but a solid fulcrum for companies to build a mass brand.
How can companies fly higher? Six aspects cannot be ignored, such as capital, products, personnel teams, management, ideas, and implementation. In the lighting industry, many companies have their own development advantages in terms of capital and products. However, it is necessary to take the brand road further and fully integrate and enhance other aspects. These aspects are complementary. The road to the mass brand is not good, and there are more factors that need to be considered comprehensively. From a long-term perspective, companies should not implement brand strategies after they have grown up, but should use brand strategies to become big companies. Brand integration focuses on the comprehensive image enhancement of the company in terms of vision, emotion, concept and culture, mainly through the accumulation of brand strength, shaping a good brand image, and enhancing the brand's ability to adapt to the market through the rational distribution of market resources. Customer loyalty, forming a brand advantage.
The road of mass brand needs complete brand marketing integration, so that consumers can get brand information in the fastest way and fastest speed, and at the same time expand the brand's wide recognition, and promote it in the process of interaction with consumers. Brand.
postscript:
To create a mass brand, let more people recognize and recognize the brand of the company is the development dream of every enterprise person. However, often the development of the company has to go higher and further, and more things need to be paid attention to and comprehensively considered.
In essence, the industry brand is a bottleneck in the development and upgrading of the current lighting industry. Industry brand and mass brand are two different concepts. From industry brand to mass brand, it should be said that it is a kind of transformation, not a natural expansion and extension. The concept of the industry brand will not hinder the development of the mass brand. In particular, the current development gap between first- and second-line brands of home lighting companies is still relatively large, and each other will pay attention to the movements between competitors, and there has been a phenomenon of imitating others' practices. In fact, according to the enterprise, we must bravely follow in the development, but do not believe in the object that we follow. If a company wants to grow and develop, it cannot survive under the shadow of others, and must develop its own unique personality. Among them, the manufacturer's own efforts are very important, but also need to rely on external forces such as lighting city, media and other forces, but in any case, "how big is the wearing cap", the development has a stage cycle, home lighting Enterprises must have a strategic vision, and they need to be down-to-earth and take their own path.
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