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When it comes to the fact that many lighting brands have to stand out from the crowd, they should return to the essential products of marketing, and break through the brand with product leadership strategy. So how do you lead the product?
When the imitation lamp has become a habit of homogenization is the pain of the lighting industry forever, the imitation lamp has become a huge shadow in the lighting industry. When you go from the beginning to the end of the old town Shili Lighting Street, or walk around any terminal market in the country, you will be surprised to find that many products produced by different manufacturers are similar in style, basically only in There are some discrepancies in the details, which the industry calls a copying lamp and a imitation lamp.
What is even more terrifying is that in order to eliminate the homogenization and develop a differentiated strategic strategy, under the influence of various channels, there is inevitably a homogeneity of differentiation. In marketing, all brands have expressed the need to take the branding route, strengthen the interaction of dealers, and help dealers from image store design, terminal advertising, store management, promotion and after-sales service. But when we open the newspaper, we know that the marketing strategies that each brand thinks are different in marketing are similar, but the details are different!
The products are homogenous, the technology is homogeneous, the price is homogeneous, and the channel homogenization lighting industry is shrouded in the shadow of homogenization competition. People of insight understand the cruelty and tragic end of the final outcome of the homogenization competition, but what about the wind and rain?
Category breakthrough is the situation in which the king is facing homogenization. In order to avoid the last evil, some people of insight have proposed a new concept differentiation. We have to make different products and provide different services, but we I have also seen it just now that the so-called differentiation is just a difference in homogenization.
How to break through? I think this is back to the first question mentioned in the previous article: What is the profit model of the company? Only by determining who we want to earn, can we determine what to make to make money, and what to do to make money involves a product positioning.
The author believes that an accurate product category is more important than anything else, that is, what can I represent? Because to shape the psychological understanding of consumers, the core of implementing brand marketing must clearly tell consumers what I sell! A brand can only become a brand when it can represent something, just as NVC stands for commercial lighting and Opt stands for home lighting. In the past two years, in the field of severely homogenized electric switches, a brand that has been called home has rapidly grown into a brand that can compete with TNV, TCL, and Futian. The reason is that the steel frame switch is a breakthrough point.
Of course, product development is difficult to differentiate, and product design is difficult to differentiate. At present, many people of insight have mentioned that they want to engage in technological innovation, but in fact, the scale of the overall lighting industry It will not be very big, and it is difficult to have significant research costs.
So, can the lighting product's product category positioning be differentiated from the product concept first? First, we propose a lot of new product concepts. We often say that we must first conceptualize products, that is to say, to do marketing, we must first give a concept to the product; then, we must conceptualize the product, that is, we must implement the concept into specific product development. And design, let the product truly reflect this concept. Otherwise, there is no product concept of landing, it is just a skin. At present, many lighting companies have begun to work on the conceptualization of the first step of the product, such as the field of home lighting, Liang Di proposed intelligent lighting, Ox's scene lighting, Hao Hao's health lighting, etc., are good concepts. Just the concept of productization is the next step for these brands to think about.
The author believes that focusing brand positioning on a distinctive functional feature of the product and brand positioning based on product function differences or conceptual differences is also a way to break through, and this product difference must be attached to the profit model of the enterprise. On the body.
There is still a process in product innovation. If the new products are sold well, then within a few days, the new lights that have been exhausted and developed into public resources are everywhere in the lighting industry. The R&D manufacturers have invested a lot of manpower and material resources in the research and development of new lights, which makes the product cost too high, which leads to a lot of market prices, and the result is that many people are reluctant to develop new products. The reason for innovation. What's more, due to the small size of the whole, it is very difficult for lighting companies to carry out some creative product technology research and development.
Taking the author's company as an example, in view of the limitations of the company's technology development strength, the author proposes to determine the profit model first, then carry out product category positioning, and then let the concept product fall. In terms of specific operations, the author proposes that companies should focus on product development and sales. Starting from the realistic conditions of the company, it is proposed that the company's product development can focus on appearance development and light source research. The light source is the foundation of the company and is also a guarantee. As for the design, the company can hire a number of design masters or outsourcing professional design companies, combined with the needs of the first line of the market, monthly or quarterly evaluation, handing over the accessories factory manufacturing, the company to assemble, regular new products . In this case, the company's investment will not be great, and the product innovation speed will be fast.
At the same time, the author also boldly proposed the idea of ​​manufacturing outsourcing. According to the principle of smile curve, the manufacturing link is the link with the lowest input-output ratio, and it is also the most difficult to control. At present, many small and medium-sized lighting enterprises have large fluctuations in product quality, difficulty in recruiting, and large quality control team. Derivative issues. The author proposes to outsource many non-core workshops or to contract these workshops within the system to improve production efficiency. The company focuses on the assembly workshop of the light source workshop and the ceiling lamp. Many accessories are manufactured by professional outsourcing factories. After all, the industry has specialized.
Of course, there is still a long process for product innovation in lighting companies. In particular, the price of raw materials has risen this year, the market is not active enough, and the rents and staff salaries of the stores have risen sharply. It is difficult for companies imitating and following to have competitive advantages in price, but brand lighting companies have highlighted the advantages of scale manufacturing and management. Coupled with the competitive advantage of products, industry reshuffle is imperative, but how many companies have product management departments? How many companies have established product manager positions?
The good players are tempted, the players are not good, the business is the same, the strategy is the same, the road is long, and one day will come. The lighting industry, which is in the stage of rapid development, should start to think about and choose the future development strategy. As Mengniu said: the way of thinking determines the way out, the layout determines the ending.