[Source: "Engineering LED- lighting market," 12 issue of reporter / Zhou Jianhua]
LED can be said to be a government ripening industry. Enterprises feel that technology is good but not essential, and standards such as testing are still in the process, and practical applications cannot provide truly convincing data.
Nowadays, LED enterprises are like a lot of products, and the quality of products is even more uneven. To build a strong LED brand, companies must understand their own advantages in terms of technology, capital, talent, sales network, products, brand, marketing, management level and core competitiveness. What is it; understand what is available in social resources such as policies and regulations, consumers, distributors, advertising, retailers, media, and social groups. Then fully combine and use enterprise resources and social resources to create a characteristic, standard, win-win, and actionable marketing behavior.
However, the premise of all marketing activities and strategic planning is still: How is your product doing? Therefore, LED products are the basis of the brand, and the pre-planning focus of brand building is to further guide the market demand for new light source products.
The famous American management scientist Peter Drucker has a classic saying: "The sole purpose of the company is to create customers." Our current LED companies use light sources and luminaires as the medium to satisfy the needs of purchasers and create procurement needs as an interpretation of the words of Mr. Peter Drucker.
However, is the correct solution in the market really the same? If the reason for success is so simple, why are LED products that are improved or developed according to the requirements and descriptions of the purchasers are not recognized by consumers? Why is the so-called innovative LED new product launched? More than half of them are failing?
Today's LED companies advocate and pursue the terminal market-oriented, to meet the needs of businesses, create consumer demand for marketing focus. This is correct because being able to accurately meet or create the buyer's needs means that the other party will be satisfied, because satisfaction will in turn lead to purchase and continuous purchase decisions. However, this correct marketing idea may lead to the failure of the entire marketing campaign because of a fundamental problem, that is, dealers and consumers may not know what LED products or services they need.
Now many LED companies involved in the channel have found in marketing practice that what dealers or consumers want is not necessarily what they need. Dealers and consumers never take the time to think about what they need most, because that's the job of the R&D staff. They just want to know and care about whether they can get the most benefit and solve the problem of light efficiency, and how to solve this problem will not be considered. If you simply listen to the buyer's so-called "required voice", the result will only be selected after you launch the product.
Now some LED companies are aware of this problem, and have improved the research methods of the purchasers, and the questions raised have more autonomy. However, such problems still exist. As mentioned earlier, the purchaser may not be very clear about what he wants. Suppose the dealer said that wanting a LED product with the best profit return on the market can only show that he has no deep understanding of LED products and the market. If you follow the dealer's thinking, there may be no price/performance ratio today. The highest product, and only the price war.
In the same way, the dealer hopes to make up the difference to avoid the loss, just because he has no concept of efficient digestion of the inventory and terminal marketing, and he does not know to penetrate the market with the manufacturers. Therefore, if the dealer or the consumer wants to answer what they want, they can only get the perceptual form described in their understanding and cognition. Will such a contoured product be the most needed for them? The answer is generally no. A strong LED brand is bound to lead the trend of the category, and there is no such brand in the domestic LED field.
(Source of this article: Zhou Shuiming, general manager of Jiamei Times Lighting Marketing )
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