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Modern marketing, the heart is the top. Especially in the case that the new LED light source has not yet formed a strong brand of the terminal, only those companies that can timely understand the market changes, grasp the competitor information, and truly create value for the LED users and make them feel at ease are unbeaten. place.
The competition in the LED market is becoming more and more fierce, and the demand for procurement and users has also undergone certain changes, and enterprises are paying more and more attention to the value of lighting users. Because, only to make the lighting users feel value for money, the value created by the enterprise makes sense, and the exchange of value between the enterprise and the terminal is possible.
Do LED brand marketing, short-term thinking is not allowed. It is a pity that there are a lot of short-term thinking CEOs in the LED field. They make a product and there is no long-term plan. It will be good to make money this year. Next year's event will be said next year.
Lack of long-term planning and no medium- and long-term strategic planning are the root causes of many products. Especially for the products of China Merchants, most SMEs have the idea of ​​catching one vote. Therefore, it is doomed that the life cycle of most products is so short, and the brand is prematurely aborted. Among them, some are very successful cases in the short term.
Many corporate CEOs like subjective positioning products, how good the products are, how reasonable the prices are, what the consumer groups should be, and how big the market prospects are. They have already outlined the prototype of the product in their minds. Even if they look for the outside brain, they also like to impose their own opinions on the other side. The market is definitely counterproductive.
We must know that most corporate CEOs have no habit of going to the market. Some are entirely out of personal preference, even the packaging must be set by themselves, without seeking truth from facts. Most of these products are not accepted into the market. Where does success come from?
In fact, the real value comes from the judgment and perception of the terminal, which is the comparison between the terminal based on product utility and the cost of payment. The lighting user is God, satisfying his needs and truly creating value for them, and the enterprise can "get the hearts of the people."
In addition to paying close attention to customers, companies must also pay attention to competitors. In the face of fierce competition from LEDs, companies must create higher-value, more differentiated LED products at a lower cost than competitors to meet customer needs. They must carefully analyze their own advantages and disadvantages in competition. It also develops scientific and effective marketing strategies and strategies in a targeted manner, and pays attention to the value creation activities of competitors. Otherwise, it may lose in competition.
In fact, the market that has been lighting for many years has already told us that competition can stimulate demand and competition can create a market. Without competition, the development of enterprises tends to get lost. An important condition for marketing success is to seek comparative advantage in competition. Only in comparison can we effectively compensate for the competitive gap and create competitive advantage faster. Otherwise, the value creation of the enterprise will be meaningless to the customer. In modern marketing, information has become one of the core competitive elements of an enterprise. If you can't grasp the accurate information of your opponent, if you are blind, you will be invincible in making marketing decisions.
Even those companies that are ahead of the market, can raise the threshold for competition, and create differentiated value should be careful: the market environment is constantly changing, and in today's era of excessive and “naked consumptionâ€, having customers and surpassing rivals can become more and more important. More voice.
Source of this article: Luo Quanxing, executive vice president of Shanghai Luyuan Group 
[Source: "High - tech LED- lighting market" November issue of Zhou Jianhua finishing]