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The development of the lighting industry is not very long. So far, the lighting industry has been developing in the direction of scale and branding. With the rapid development of China's economy, the lighting market is still promising and has considerable potential to be tapped. Therefore, it is imperative for domestic lighting companies to take the brand route, and how to build a brand, the author has written something in combination with practice and theory, and missed the point, hope that the colleagues will be enlightened.
First, the operation strategy: the creation of the brand as a whole machine, to normal, high-speed operation, the various components need to be coordinated, and strive to the same goal. Case: From 1999 to 2000, Opu Company, which has experienced changes in the industry, explored its own development route--concentrating resources, professional development, and the business tenet of "making every consumer use good lamps" , produced a quality first-class products that are deeply loved by consumers.
Second, the scale strategy: the merger, purchase, shareholding and other forms, the establishment of a brand-name product enterprise consortium, thereby shortening the process of building a famous factory, creating a brand. Case: Philips will acquire PLI, a leading company in the European home lighting industry, and many lighting companies will establish a brand image by making OEM products for international brands.
Third, the leading strategy: from the product leadership to work hard, take the lead in the market as the starting point, grasp the market research, production design, production organization, promotion and application of the four links. Case: Since its establishment, Shelly has made independent research and development innovation as a breakthrough point, and has won many awards from the Ministry of Education and the Ministry of Commerce. Up to now, Shelley has received 36 patents in the National Patent Office and 15 invention patents.
Fourth, the brand strategy: product naming should be easy to remember, easy to identify, can display product features and uses and meet the image of the actual product. Such as: Case: Ford built a brand manager to build a brand image, planning and supervising the implementation of the brand image of building a social image. For example, the production of "Stuart Lighting" publication, "Sford Ford Brochure", website, news reports, exhibitions, seminars, "Corporate Culture Handbook", "Brand Management Manual", "VI Handbook", corporate broadcasting, education and training, The company's corporate culture will be built in the way of employee meetings.
V. Science and technology strategy: increase investment in technological transformation, so that equipment and technology are first-class. Focus on optimizing production, personnel, equipment elements, improve design, development, sales, publicity and other qualities. The lighting industry has not paid enough attention to improving the scientific and technological content of products, and too little research and development investment is a chronic disease of many domestic brands.
Sixth, talent strategy: The key to developing talent is to have the ability to recruit talents and cultivate talents. Case: Luyuan regards “product is the character†as the core culture of the enterprise, and always emphasizes the loyalty of the employees of the whole enterprise to the enterprise. In 2005, Philips Lighting invested in about 300 people in China, and this number will increase by more than 20% every year.
Seven, quality strategy: the quality of the high and low, the brand's soft and hard, when the quality of the product market as a measure. The quality standards of products should be developed from domestic standards to the adoption of international standards and international advanced standards. The quality problem has always been a difficult problem in the lighting industry. By the end of 2005, a total of 1,139 companies in the town had obtained ccc certification, and nearly 200 companies passed ISO9000, UL, CE and other series of quality system certification, and obtained 7 national inspection-free products. There are 5 famous brands in Guangdong Province and 6 famous trademarks in Guangdong Province.
8. Marketing strategy: Marketing is closely related to production, and plays a supporting role in creating famous brands. Enterprises should use advanced marketing strategies and open strategies as the main business combination. Case: NVC has established 35 operation centers across the country, perfecting the company's supply chain system, logistics distribution system and customer service system. Its marketing team was named the "Top 25 Chinese Marketing Team" in 2004.
Nine, advertising strategy: Ingenious, perfect advertising methods to promote and promote the product reputation, its awareness lies in the obvious focus and reputed purpose.
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October 12, 2023