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The inflationary pressure is increasingly testing the strategic vision of the leading figures in lighting companies. Is it attacking and defending?
There is a story that everyone may be familiar with: two people lost their way in the desert. They flipped through their rucksacks and found that only 1/2 bottle of mineral water was left. A looked at it and sighed to: Hey, there is only so little water left, what should I do, will it die in the desert? B is happy to say: There is so much water, enough for me to continue walking until I get out of the desert.
From the perspective of marketing psychology, A's thinking is passive and conservative, while B's thinking is positive and optimistic; A's thinking is instinctual thinking, based on human self-defense mentality, and B's thinking is opportunity thinking. Is an expansionary thinking based on positive behavior. There is no right or wrong in both kinds of thinking, only the choice is different.
Nowadays, in the period of global inflation, lighting companies have also encountered marketing problems under the pressure of inflation, marketing is taking the opportunity to continue to attack, or to step back to defense?
In the face of inflation, companies will also show two very different attitudes:
The first one is: price increases, less profits, and marketing is harder to do.
The second is: the price increase, the situation of other companies is the same, maybe others are more difficult to do. However, the problem of others is my chance.
As a result, companies with different attitudes have different choices for marketing.
There are currently about 10,000 companies in the lighting industry. About 20% of the enterprises above the scale (with an annual output value of more than 50 million yuan), 40% of the total number of enterprises with 10 billion yuan, and 40% of the enterprises belong to Small businesses of less than 10 million. The first-tier enterprises continue to accelerate the pace of marketing with the advantages of brands, capital, channels and talents that have accumulated over the years. Both traditional channels and hidden channels are aggressively attacked; the third category of small enterprises, most The financial strength is limited, the marketing ability is weak, and under the pressure of inflation, a conservative attitude will be adopted, and efforts will be made to preserve the labor results that have been put together for many years. Then, in the second class of enterprises in the middle class, there is a clear attitude that the differentiation is to continue to move forward, or to retreat, to achieve the king of the remaining?
This can lead to two discussion topics: First, what will be the result of offensive marketing? Or, under the big sales increase, the company will stand out, the increase in output value and the shaping of the industry status; or the stagflation in sales Under, greatly consume the physical fitness of the enterprise, and finally may be disintegrated. And what about the results of conservative marketing? Or gradually consume the company's vitality while waiting, can't support it, then it will go down the road, or watch the peers go. If so, what choices does your business make?
The famous American futurist Naisbitt pointed out that success is not because the problem is solved, but because it seizes the opportunity. The mode of thinking determines the way of behavior, and the way of behavior determines the outcome. Is it a disaster or a strategic opportunity left to lighting companies in today's high overall cost?
Regardless of the choice, we have to accept the current industry reality; regardless of the outcome, I believe that 2008 will become a major marketing watershed for the Chinese lighting industry.
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October 26, 2023