The lighting industry will enter the integration period and the reshuffle period
In 2007, Ou Dier will build the Ou Dier home lighting brand, which will make Odile and the original energy-saving lamp brand “small ghost†into a brand double tower.
Zhao Wei, general manager of Ou Dier, revealed at the Ou Dier Home Lighting 2007 Operator Merchants Conference that on the basis of the strategic alliance with the vast number of merchants, Ou Dier will further promote the “2007 Ou Dier Business Sharing Planâ€. .
Lighting industry enters shuffling period
At present, the lighting and lighting market is mixed, the industry format is scattered, the industry is disorderly, and the homogenization of industry products makes most lighting companies not form their own core competitiveness, and the scattered pattern of the industry pattern also makes the brand of the whole industry. The concentration is very low.
In recent years, Osram and Opp have been strengthening their brand building. The penetration and occupation of channels by NVC and other companies are also deepening. This will lead to a narrower space for industry survival, competition in the industry will be more intense, and brand concentration. It will also get higher and higher.
Experts pointed out that for merchants, the choice of brand is particularly important. Only enterprises with sound marketing system, perfect brand planning and strong technical strength can survive and develop in the future market. The three are indispensable. Only such a company is the real winner in the future lighting market, and only such a company will reduce the risk of brand management.
The lighting industry will enter the integration period and the reshuffle period, and the concentration of the brand will become higher and higher. It is undoubtedly a wise move for enterprises to strengthen brand building and enhance product competitiveness.
Reinventing new brands
Zhao Wei announced that in 2007, Ou Dier will strive to achieve three-fold sales growth in the Chinese market and overseas markets, and win the market through the “two-tower strategy†operated by the two brands of Ou Dier home lighting and small energy-saving lamps. The dual-brand operation will adopt different marketing strategies, brand strategies, channel strategies and promotion strategies to form differentiated advantages in the industry in their respective professional markets. In particular, Ou Dier Home Lighting will complete the market layout of the national core channels in the first half of 2007.
In the energy-saving lamp industry, “small ghosts†have become synonymous with energy conservation. The leading position of the industry has enabled Ou Dier to establish a strong market. Zhao Wei introduced that in 2007, Ou Dier will pass the “three major reengineering projectsâ€, that is, the re-engineering of channel channels, the re-engineering of sales systems, and the re-creation of brand image. The combination of merchants to create a brand-new "Odile" lighting brand has made Odile a brand with great market influence, impact and future growth. Zhao Wei revealed that the reengineering of the entire brand may cost 10 million yuan.
Double brand operation to seize the segmented market
The insiders pointed out that at present, the entire lighting enterprises have invested little in the brand, and there is a lack of rules for the construction of the brand. Neglecting the brand construction makes the lighting brand's consumption concentration very low.
Zhang Jianqi, vice president of Sun Yat-Sen University, said that the dual-brand operation of Ou Dier helps to seize the era of segmented cities and has now entered the era of personalized consumption, using different brands to cater to the needs of different target groups, the market of enterprises. The strategy should be more targeted.
Deputy Secretary-General of China Lighting Association Dou Linping said that China's lighting industry is still in a filial and scattered industry pattern. The integration of the industry is coming soon. At this time, Odile's strategy of adjusting the brand is conducive to its firm foothold in the future market.
Zhao Weimin, a brand marketing expert, said that although Ou Dier is a brand new home lighting brand, its clear brand positioning and market planning make the brand's development stamina and sufficient future growth.
1
Smd Spotlight,Led Light Spot,Mini Led Spot Smd
Ellumin Lighting Co., Ltd. , http://www.cnled-light.com