Lighting industry experienced unprecedented ups and downs in 2012. The strong support from central government and local government didn’t make LED lighting market go better. The absence of industry standards and the fierce price war left the whole lighting industry in utterly chaos. How to survive in this critical moment is a common problem confronted by every enterprise.

Brand-building

With the popularity of green lighting, manufactures swarmed into lighting market under the encouragement of the government and thousands of LED enterprises emerged in the industry rapidly. However, only a handful of enterprises mastered the LED core technology and owned core talents. The majority of enterprises don’t have their own brands, just copying and imitating others. These enterprises will not stand for a long time in the fierce market competition.

Therefore, enterprises have to pay much emphasis on brand building which is a demonstration of strength and market competitiveness of the enterprise and a kind of approval by the market. The malignant market development can be eliminated by building the brands and enhancing the awareness of brand protection.

Product positioning

Firstly applied to the outdoor lighting, LED lighting gradually moved into indoor lighting (especially in large hotels and shopping mall) with the national implementation of energy consumption and pollution reduction and the enhancement of social consciousness in environmental protection,.

But that is not enough. The ultimate market of LED lighting is civil lighting. Under the situation that the civil lighting market hasn’t been open, enterprises have to make precise product positioning, listen to the voice of consumers, understand the market demand and grasp the trends of the whole market.

Building good marketing channels

Brand building + product positioning + marketing channels = the success of an enterprise. Besides brand building and product positioning, enterprises have to build good marketing channels in this information age, because without promotion, only a limited number of people know the products even if the products are excellent.

The marketing channels can be diversified. Nowadays, more and more customers take to innovative ideas. Enterprises should integrate their products with the market demands to develop proper marketing channels, such as franchised store, large sales market, and gain the trust from customers.

The market decides the future.

Besides the above-mentioned points, enterprises have to make deeper understanding to the market which guides the future trends and completely grasp the market trends.

At present, the expensive LED lamps receive good reputations but low sales. In response to this, enterprises and governments at all levels have to attach more emphasis on promotion to make consumers acquainted with LED and its knowledge, the reason of the high price and the benefits of using LED lamps.  

Credibility

Credibility is extremely essential in today’s society. Many famous enterprises at home and abroad suffer from credibility scandals which have cracked the confidence of consumers on their products. To an enterprise, quality is a strategy to earn the trust of consumers, while credibility is the foundation of an enterprise.