Second-line lighting brand how to survive

As the development of the lighting industry gradually matures, the competition between the industries is also intensifying. Faced with the pressure of the industry, channel competitions and security battles between lighting companies are taking place, but this kind of confrontational competition is difficult to put the industry’s Development has become healthy, lighting companies need to enter the era of brand competition.

In the era of brand competition is king, how second-line lighting brands survive in big brands, how to identify their positioning in the market has become particularly important.

Second-tier brands can tap the township market

At this stage, the consumption concept of rural consumers in rural areas is still dominated by the price/performance ratio. Most consumers do not have brand awareness. They usually shop around. The difference from the current situation in the oversupply of first- and second-tier cities is that there is a considerable market gap in rural areas in China's vast rural areas.

According to the latest public information from the relevant authorities, the number of people living in rural areas for a long time is probably 750 million. If there are 4 households in a household, there are 187.5 million households. If a household needs a light fixture, then the demand The amount reached 18.75 million sets. In other words, the consumption potential of the lamps and lanterns market in villages and towns in the future is very large. As long as the rural market is developed and occupied, it means that China has occupied half of the lighting market in China.

Finding market positioning

As we all know, first-line brands rely on product image, brand awareness and consumer loyalty to the market to do the market, what second-tier brands rely on to hit the market? As a second-tier brand, first, there is not enough funds and strength, and second, there is no Huge sales support, and the third is the lack of independent marketing strategy. In such a difficult situation, where is the company's way out?

Although the first-line brands have a good brand effect and advertising support, this point does not seem to have much effect on the consumer market in rural areas. In the final analysis, it is because of price issues. Due to the large value-added products of the first-line brands and the various operating costs of the company's operations, the retail prices of the products are ultimately high. At present, most rural consumers have a slightly higher spending power, and the level of consumability is still far behind the average level of consumption in big cities. Therefore, once they exceed the price range that they can afford, he is bound to choose another. Quality guaranteed, cost-effective products.

It is precisely for the second-tier brands that the high quality and low price reflected in the price, quality, and after-sales service are just right for the consumption needs of rural consumers in rural areas.

Marketing model focuses on differentiation

In recent years, along with the change in the concept of consumer spending and the transfer of consumer roles, consumer behavior and preferences have also undergone earth-shaking changes. The great changes in consumers have caused a very big impact on the current market structure of lamps and lanterns. The operating pressure of first-line brands has intensified. Although the development of new-born brands has been rapid, it has been shown to be insufficient in stamina. These problems include serious homogeneity of products, excessive quality, and poor after-sales service. This has given the second-line brands an opportunity to seize market share. .

The first-line brand has its own brand advantage. After all, the high-end consumer groups are only a minority. After a certain period of time, the second-tier brands have accumulated and developed. All aspects are becoming more and more mature and are also in line with current consumption patterns.

According to Xiaozheng, a member of the Jiuzheng Building Materials Network Co., Ltd., with the advancement of the lighting industry, the lighting market structure will change. Second-tier lighting brands want to take advantage of the trend, they must develop at least two more than the hard-hitting sign products to seize the opportunity. Second-tier brands can't afford to spend a lot of money on TV commercials. It's crucial that marketing on the ground be done well.

Firmly conduct in-depth marketing model reform, and gradually develop deep-seated, planned, progress, and support, and gradually build on their strengths in the third and fourth-tier markets to build a stronghold. County-level customers have small scale, poor management capabilities, indifferent service awareness, and low loyalty. If the second-tier brands can develop a practical solution or simply base themselves on county-level customers, this is the second-line brand. Differentiation advantages of channel development.

Lock product consumer groups

For second-tier brands, companies want to seize the rural lighting market share, the primary task is to find a suitable location for their own development, the second is to develop a distinctive marketing strategy, the concentration of the advantages of the hands, and then accurately attack. At present, after 80 and 90, the crowd has become the main force of consumption. What they are pursuing and advocating is the simple and stylish, comfortable and fashionable home style. This style can not only reflect individuality, but also do not need to spend too much money. The product coincides with the consumption concept of 80s and 90s.

Therefore, second-line lighting brands can not follow the pace of first-line lighting brands, nor can they confront their fronts. Instead, they must use their limited resources and advantages to invest in the regional market where the first-line brands have not become bigger and stronger, and attack their weak points. Strong yourself.