【Exploration】The Brand Conversion Stage of China Lighting Industry

In the 21st century, when any industry is in rapid development, the brand has become the inevitable end product. At present, the brand of China's lighting industry is at the stage of transition from industry brand to mass brand. For the current status of the lighting industry in China and the puzzled exploration, “sit and talk”, semiconductor lighting as an important branch of China's lighting industry, the end of traditional lighting corporate brand is to create a starting point for the semiconductor lighting company brand.

Industry brands refer to brands that are known and recognized in the industry, and public brands are brands that the public knows and recognizes. When measured in terms of popular brands, China’s home appliances, IT, fast moving consumer goods, and automotive industries have established many well-known and widely trusted mass brands due to their early development and full competition. For example, computers have associations and household appliances have Haier’s. Air-conditioning has Gree, and Huawei has Huawei communications. China's lighting industry has low social concerns and serious product homogeneity. There has been a large amount of unbranded, unbranded, and unbranded enterprises in the industry for a long time. Brand competition in the industry is in an extensive, homogenous, and low-efficiency stage. Lighting company brands are not established. As a result, it is impossible to form a brand effect and cannot enjoy brand premiums, and can only fall into the price war circle. It is clear that the industry brands are in urgent need of transitioning from the industry brands known to the industry to the general brands recognized by the general consumers. This is a common problem facing the lighting industry. .

How to change from the industry brand to the public brand, the industry is very confused, many companies believe that celebrity endorsement, CCTV advertising, import CIS, is to do the brand, the lighting industry is still confused public brand break. With the continuous development of the lighting industry, the importance of lighting companies to build brands has formed a consensus in the industry, lighting companies also recognize that competition in the lighting industry has evolved from product competition, price competition to brand competition.