Hardware lighting industry development and marketing dilemma
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Shortly after the opening of 2012, Xiaobian visited the hardware lighting market and found that the development of the industry was in a dilemma. Brands, organizations, research and development, services and advertising all encountered difficulties:
Brand dilemma symptoms: Although some lighting companies have begun to focus on brand building, the introduction of CIS, in the form of national franchise stores, began the promotion of their own brands. But overall, the brand building of lighting companies is still in its infancy.
Phenomenon 1: Misunderstanding of brand management concept.
Phenomenon 2: Advertising strategy is not based on brand strategy.
Phenomenon 3: Made VI, but the core value of the brand is not clear.
Phenomenon 4: Focus on sales, not brand-centric.
Phenomenon 5: There is no brand strategic goal.
Phenomenon 6: Lack of a strong channel brand.
Organizational dilemma: Enterprises need marketing organizations to achieve a series of marketing actions, but lighting companies often find that existing organizations can not really change the unfavorable situation. There is a widespread phenomenon in the industry that sales staff is unstable and the sales force is difficult to build.
Difficulties in R&D: The lighting R&D staff is actually a style designer. But one of the designer's important tasks is plagiarism. The boss must look at the designer's face to eat, so the designer often eats outside.
Symptoms of service distress: dealers in various local markets have no after-sales service, no commitment to distribution, installation, commissioning, maintenance and cleaning, lighting engineering design and guidance, and no commitment to return. Because the manufacturer does not give the return, causing the dealer to reduce the purchase volume, the manufacturer's product quality is owed to the manufacturer's purchase price, other after-sales service can not be discussed, the manufacturer is caught in the aftermath of after-sales service.
Symptoms of advertising distress: Every business has been or is in the form of various forms of advertising, but still can not change the unfamiliar situation of consumers, dealers will see the ad will come, but may not buy. Originally, the profit is not large, and the more the loss is placed. In the form of advertising, it is often simple to think that advertising is high and celebrities are the best.
No market is constant, only market changes are constant. Lighting companies will gradually solve the dilemma in marketing, and new dilemmas will appear. The above ten kinds of dilemmas are only a summary of the problems in the past first-line marketing, and may be instructive to some lighting companies. But at the same time, we must be soberly aware that the competition in the lighting industry is becoming increasingly fierce. Especially in the lighting marketing, the development and upgrading of competition is very rapid. This requires that the lighting companies in which they are located must find problems in a timely manner and actively face problems. Be brave to solve the problem.
Shortly after the opening of 2012, Xiaobian visited the hardware lighting market and found that the development of the industry was in a dilemma. Brands, organizations, research and development, services and advertising all encountered difficulties:
Brand dilemma symptoms: Although some lighting companies have begun to focus on brand building, the introduction of CIS, in the form of national franchise stores, began the promotion of their own brands. But overall, the brand building of lighting companies is still in its infancy.
Phenomenon 1: Misunderstanding of brand management concept.
Phenomenon 2: Advertising strategy is not based on brand strategy.
Phenomenon 3: Made VI, but the core value of the brand is not clear.
Phenomenon 4: Focus on sales, not brand-centric.
Phenomenon 5: There is no brand strategic goal.
Phenomenon 6: Lack of a strong channel brand.
Organizational dilemma: Enterprises need marketing organizations to achieve a series of marketing actions, but lighting companies often find that existing organizations can not really change the unfavorable situation. There is a widespread phenomenon in the industry that sales staff is unstable and the sales force is difficult to build.
Difficulties in R&D: The lighting R&D staff is actually a style designer. But one of the designer's important tasks is plagiarism. The boss must look at the designer's face to eat, so the designer often eats outside.
Symptoms of service distress: dealers in various local markets have no after-sales service, no commitment to distribution, installation, commissioning, maintenance and cleaning, lighting engineering design and guidance, and no commitment to return. Because the manufacturer does not give the return, causing the dealer to reduce the purchase volume, the manufacturer's product quality is owed to the manufacturer's purchase price, other after-sales service can not be discussed, the manufacturer is caught in the aftermath of after-sales service.
Symptoms of advertising distress: Every business has been or is in the form of various forms of advertising, but still can not change the unfamiliar situation of consumers, dealers will see the ad will come, but may not buy. Originally, the profit is not large, and the more the loss is placed. In the form of advertising, it is often simple to think that advertising is high and celebrities are the best.
No market is constant, only market changes are constant. Lighting companies will gradually solve the dilemma in marketing, and new dilemmas will appear. The above ten kinds of dilemmas are only a summary of the problems in the past first-line marketing, and may be instructive to some lighting companies. But at the same time, we must be soberly aware that the competition in the lighting industry is becoming increasingly fierce. Especially in the lighting marketing, the development and upgrading of competition is very rapid. This requires that the lighting companies in which they are located must find problems in a timely manner and actively face problems. Be brave to solve the problem.
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