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Gold, nine silver and ten are on schedule. In September, the “year conferences†of many LED companies also ended, whether they were satisfactory or not.
The author participated in several such first-half performance summary and the second half of the product promotion conference. It is not difficult to find out that the words “Building a mainstream LED application brand†have the highest frequency in the saliva and annual sales slogan of the guest speakers on the stage. Although the suppliers, distributors, and sales personnel in the audience are all worried.
A brand enterprise (not to be harsh, the LED industry has a product price right, the annual sales have reached a certain scale, and the brand has been counted for three years), the vice president of LED technology said: "Whenever the product enters Domestic contexts will depreciate."
It seems to be charming, but it is the truth. Reflecting the rise of the LED brand-making movement, the domestic enterprises themselves are desperate and helpless.
Domestic LED brands are still unfamiliar in the minds of end consumers, even in the eyes of industry distributors and engineering companies. Therefore, in terms of channel performance, NVC and Op's LED steps are “thunder and heavy rainâ€, and other traditional transformations or re-establishment are still at the “end to the sea†of consumer terminals.
But this does not seem to affect the beautiful mood of the "brand war" of LED manufacturing.
It is said that the lighting industry cluster base is a business paradise, and the speed of building a brand is also astounding. The author has observed several "star-making movements" led by enterprises. The routines are as follows:
First, to win over the core suppliers or distributors to become the shareholders of its new LED brand, this is "the first move of the terracotta warriors and horses"; and then set up a sales team that is not strong or weak (the salesman who raises the salary to dig traditional lighting) In the market, the flag shouts, this is the first force in the siege of the city; and hired the second and third line (even the gas, micro-rumor) stars as the image endorsement, contact the professional media's soft-text writers "smearing" the heavy brand history, this It is well-known for the packaging in place. Later, in the small professional media, it has been advertised for three to five months, and it is called "sea, land and air three-dimensional marketing."
A round of busy work, it seems that the water is not leaking.
However, the new brand that emerged suddenly, in the end, still inevitably refused to welcome and bargain in the first batch of distribution, decoration subsidies, acceptance of monthly settlement, inventory storage, personnel coordination and other channels.
However, after this campaign, at least the "famousness" of the enterprise in the field of LEDs started. The first batch of goods was also hit under the shackles of the business people, and the industry insiders will also specify their own series after the meal. Action" as a talk. Regardless of the foundation: is it cement piling, or is it a flag on the sand? Anyway, this "brand" is falling.
However, the LED application is still a technical activity, although the 3 watt LED bulbs in Zhongshan Guzhen can only sell 3.8 yuan for "cheap" days. Only the Chinese-style star-making "ambition", to establish a brand with a short and fast attitude, the life of the so-called brand will be proportional to the short and fast. In particular, there are still a group of "big brothers" who are not worried about the government subsidies and lose money all the year round. There are also a group of middle and upper reaches of the "big family" who have been controlling for a long time in terms of cost and scale. There are also a group of self-owned channels that can be accurately positioned, and the fast-moving rising stars are growing...
Two points: the lack of accumulation of R&D technology, and the “brand†that relies solely on packaging and price to support. Only the star-rated hotels, brand chains, and Shangchao lighting projects that meet non-standard and high-light requirements are only retired. The production system failed to form a scale cost advantage, and only the "baked goods" can be used to maintain the "brand" of the product line. Once the competitors are pumping the bottom or the dealers replenish the goods twice, they will immediately indigest.
In fact, after more than a decade of repeated “exercise†of traditional lighting on marketing techniques and “star-making sportsâ€, suppliers, distributors, and end customers have already had considerable “immunityâ€. The LED era is an era that hates the face of saints. There is a general anti-reverse mentality in the industry. The more people want to dress up perfectly, the more people want to pull down his paintings - this can give people an inexplicable pleasure.
Furthermore, it is a good thing for companies to pursue brand awareness, but on the basis of natural accumulation and balance of reputation, if it violates business ethics, it will be counterproductive. The more obsessed with the "star-making project", the more ambiguous the company is, the more it is, the more it feels, the more people think that he is wearing persimmons, the easier it is to think of his unclean parts.
The above total results are: "Premature brand" has no credibility, no reputation, no honor, may only pray to swear to sympathize, to be forgiven for sensation, to recall the show to cover up the quality of lame, such as the recent Shenzhen LED listed companies self-directed a "bitter".
It is a pity that shopping malls, like the battlefield, never believe in tears and saliva. 
"High-tech LED-lighting market" September issue editor's message: premature brand
[Text / "High-tech LED - Lighting Market" September issue editor's message]