[Text / high-tech LED - lighting and market September issue Zhou Jianhua finishing]
"Bo is not refined" can be described as being engaged in most of the follow-up companies in the LED lighting industry. They don't know where their advantages are. It is not clear how the market demand is. They often do what they do to make money. On the surface, they are very economically logical, but they are often the shortest sight of blind misplacement.
At the same time, many LED companies chase the clouds, but they generally ignore the unspoken rules of the industry: the hottest areas are not only the most competitive, but also likely to cause companies to blindly pursue short-term interests. When everyone is scarce, there will be another pole of excess resources.
I believe that LED companies choose to operate in a segment of the market, allowing companies to become experts in this niche market, or to further develop into a leading company in this field.
At the same time, segment marketing is also very cost effective. For example, if a product or service you offer is suitable for a particular region or group of people, then you can advertise in a newspaper or website that is distributed to that region or group of people. As a result, the company's advertising costs are more effective and flexible.
In addition, after mastering the following two important rules, once a company locks in a certain market segment, it can significantly reduce the growth risk:
Clear positioning
The first step is to identify all the processes you intend to implement.
It may take a lot of time and money to develop a process, and often for SMEs, such resources are limited and cannot be easily squandered. It is important to develop detailed project schedules and responsibility sheets, budget proposals, and resource requirements lists. It is often said that a good carpenter will begin to cut the saw after repeated measurements, and this step is the key to defining what needs to be measured.
2. Conduct research
Study customer buying behavior with competitors. Can products or services be marketed in a different way, such as via the Internet or mail order? Once the analysis is completed, the resulting information is used to identify common points and differences in the customer's buying behavior, and then create a customer portfolio. And use it as a target group for market research to ensure the viability of market segmentation strategies.
At present, the LED lighting market not only has general lighting, but also entertainment lighting, agricultural lighting, sports lighting, commercial lighting, medical lighting, etc., companies can not pursue "big and complete", but do deep in the field of good and familiar. Fine, "long-sleeved dance" can attract visitors' applause.
In addition to expanding business in the segmentation field, companies must strive to increase the added value of products, meet customer needs, and create brands to enhance reputation and industry competitiveness.
Doing a good job in market segmentation is not just a better way to make money. From the perspective of long-term development of the company, it includes the short-, medium- and long-term meanings. Only by grasping the strategic characteristics of different stages can the company implement effective tactics. .
Let's look at the short-term. The magic weapon for market segmentation is to create a market and form a state of non-competition, so as to quickly absorb the purchasing power of the market. At this stage, it is the breakout battle, aiming at the weak links or blanks of the opponent's defense line, such as professional star hotel lighting, clothing brand chain lighting, jewelry store lighting, etc.;
In the medium term, it was turned from a breakout battle to a positional battle. This is the key to whether a market segment can become a “super engine†for enterprises. Any successful company is to fight the battlefield first, and to deepen the market in the market segment and tap the market potential. For example, LED products that are positioned in hotel lighting must have high power, no glare, and color consistency.
Finally, let's talk about the long-term. This stage will be changed from positional warfare to scale warfare and protracted warfare. The key is whether the LED energy efficiency scheme is consistent with the terminal demand. The actual situation is that a large number of LED companies, as long as a market is hot, will rush into a while, either to do the whole product in the industry, or to cross-industry operations, without the integration of ideas, the enterprise will lose Fighting power (positioning), failure will become inevitable.
Source of this article: Zhu Zhongwu, general manager of Jiangmen City Xuntian Lighting Technology Co., Ltd.
"Bo is not refined" can be described as being engaged in most of the follow-up companies in the LED lighting industry. They don't know where their advantages are. It is not clear how the market demand is. They often do what they do to make money. On the surface, they are very economically logical, but they are often the shortest sight of blind misplacement.
At the same time, many LED companies chase the clouds, but they generally ignore the unspoken rules of the industry: the hottest areas are not only the most competitive, but also likely to cause companies to blindly pursue short-term interests. When everyone is scarce, there will be another pole of excess resources.
I believe that LED companies choose to operate in a segment of the market, allowing companies to become experts in this niche market, or to further develop into a leading company in this field.
At the same time, segment marketing is also very cost effective. For example, if a product or service you offer is suitable for a particular region or group of people, then you can advertise in a newspaper or website that is distributed to that region or group of people. As a result, the company's advertising costs are more effective and flexible.
In addition, after mastering the following two important rules, once a company locks in a certain market segment, it can significantly reduce the growth risk:
Clear positioning
The first step is to identify all the processes you intend to implement.
It may take a lot of time and money to develop a process, and often for SMEs, such resources are limited and cannot be easily squandered. It is important to develop detailed project schedules and responsibility sheets, budget proposals, and resource requirements lists. It is often said that a good carpenter will begin to cut the saw after repeated measurements, and this step is the key to defining what needs to be measured.
2. Conduct research
Study customer buying behavior with competitors. Can products or services be marketed in a different way, such as via the Internet or mail order? Once the analysis is completed, the resulting information is used to identify common points and differences in the customer's buying behavior, and then create a customer portfolio. And use it as a target group for market research to ensure the viability of market segmentation strategies.
At present, the LED lighting market not only has general lighting, but also entertainment lighting, agricultural lighting, sports lighting, commercial lighting, medical lighting, etc., companies can not pursue "big and complete", but do deep in the field of good and familiar. Fine, "long-sleeved dance" can attract visitors' applause.
In addition to expanding business in the segmentation field, companies must strive to increase the added value of products, meet customer needs, and create brands to enhance reputation and industry competitiveness.
Doing a good job in market segmentation is not just a better way to make money. From the perspective of long-term development of the company, it includes the short-, medium- and long-term meanings. Only by grasping the strategic characteristics of different stages can the company implement effective tactics. .
Let's look at the short-term. The magic weapon for market segmentation is to create a market and form a state of non-competition, so as to quickly absorb the purchasing power of the market. At this stage, it is the breakout battle, aiming at the weak links or blanks of the opponent's defense line, such as professional star hotel lighting, clothing brand chain lighting, jewelry store lighting, etc.;
In the medium term, it was turned from a breakout battle to a positional battle. This is the key to whether a market segment can become a “super engine†for enterprises. Any successful company is to fight the battlefield first, and to deepen the market in the market segment and tap the market potential. For example, LED products that are positioned in hotel lighting must have high power, no glare, and color consistency.
Finally, let's talk about the long-term. This stage will be changed from positional warfare to scale warfare and protracted warfare. The key is whether the LED energy efficiency scheme is consistent with the terminal demand. The actual situation is that a large number of LED companies, as long as a market is hot, will rush into a while, either to do the whole product in the industry, or to cross-industry operations, without the integration of ideas, the enterprise will lose Fighting power (positioning), failure will become inevitable.
Source of this article: Zhu Zhongwu, general manager of Jiangmen City Xuntian Lighting Technology Co., Ltd.
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