On July 5, 2008, the 6th China Outstanding Marketing Awards Finals jointly held by the Economic Observer and the Hong Kong Management Professional Association successfully concluded in Shanghai. This year's China Outstanding Marketing Awards received 216 valid registration cases, of which 15 Cases won. In order to bring the successful experience and advanced marketing theory of outstanding cases selected by the Outstanding Marketing Award to more enterprises, the organizer recently held a national tour of the 2007-2008 China Outstanding Marketing Award in some cities. On the afternoon of November 1, the EMBA Education Center of Sun Yat-sen University and the Economic Observer jointly hosted a tour of Guangzhou Station at the Huai Shitang of Sun Yat-Sen University. The only case that won the gold award, "Chenguang has a new creative morning light stationery case summary" became the focus of this tour.
Although stationery and lighting are very different, as the consumer goods, these two award-winning cases can still play some inspiration. The lighting industry is a small industry, relatively closed, if the leading lighting companies can broaden their horizons and actively learn from successful companies in other mature industries, especially in marketing, as long as they learn and apply what they have learned, not only It is conducive to expanding the product sales and brand influence of individual companies, and can increase the influence of the entire lighting industry.
At present, the mainstream view of the lighting industry believes that lighting brands lack brands and lighting brands lack influence in mass consumers. This is similar to a writing pen. According to the lectures of Chenguang case speakers, the industry believes that pens are products with low brand attention. Then, lighting can also be called a product with low brand attention. This is why the so-called brands in the lighting market are so numerous, the market is disorderly and the quality is uneven. There are also thousands of low-quality and inferior brands in the pen industry, and their sales volume is also very large. However, Chenguang has made the small pens an absolute leading brand, and its marketing mystery is worthy of reference for lighting companies.
Chenguang's strategy is to first establish a strong brand in the student market, which is also the life-long plan to build a century-old brand from the doll; the second is to promote the establishment of the brand in the office market. This is the flexible use of the principle of market segmentation.
The market can be subdivided, but there can only be one brand positioning. The brand positioning of Chenguang is writing creativity. Chenguang has to be the most creative and fashionable pen in the world, and it has to occupy the unique position of writing creativity. Inject creative design power, make the pen fun and enjoy, and inspire the writer's creativity. Chenguang always has new ideas to become the core concept of Chenguang brand. For example, with reference to the series of pens developed by girls for lipsticks and eyebrow pencils, the Miffy series of comics, in the 2008 Olympic year, Chenguang developed the morning light boy preparations for 2008. The most important test is the pen. The college entrance examination champion has no pen or a white paper. Chenguang developed the test pen. He specially held the morning light examination pen hole temple blessing ceremony in the Qufu Confucius Temple in Shandong. During the college entrance examination this year, it became the most popular commodity in the country. Now many government agencies and service companies will put pens on the service desk, and service personnel are required to smile with a smiling service. Chenguang developed a smile service desk pen for this purpose. Marketers know that the first 4P in marketing is product, and this product is not entirely the responsibility of production technicians. Marketers must be good at discovering the needs of consumers and propose effective product development solutions. Marketing lays the foundation
The creativity of Chenguang and the creativity of lighting design are obviously similar, and the integration of products into cultural and application concepts is not uncommon in the lighting industry. But the key question is whether it can grasp the needs of different consumers, rather than the idea of ​​purely aesthetic aesthetics. The brand gap between pens and lights is reflected here.
Chenguang always has new ideas, but its most powerful core competitiveness is not in creativity, but in channels. Chenguang indirectly controls nearly 3,000 people's sales teams with 60 sales personnel. All the sellers are dealers and cash, and such channel control is a creative combination of fast-moving consumer goods marketing and direct marketing. There are two trump cards under this model. One is the morning light stationery model shop in the city. There are more than 35,000 in the country. No one is investing in Chenguang. They are all joined by retail stores. At the same time, there are 1,500 cities in the country with distribution systems. Each city and county has a wholesale department, and each province has a logistics distribution system. Second, after these stores are covered in the urban market, they also use Chenguang caravans to help customers carry out deep distribution, deep into all rural markets, and deep distribution. I want to do it, but few companies can do it because the cost is very high.
At present, most lighting companies are striving to expand channels, requiring both channel scale and cost control to ensure channel quality. Home lighting companies also find it difficult. But Chenguang did it. Although the channel structure of the two products is completely different, its strategy of controlling the majority and promoting deep distribution by a few people is intriguing.
The case of Chenguang in this tour only tells some key points. The specific method is not a problem. The most important thing is how to make this low-brand attention product into a leading brand. At present, the brand desire of lighting companies is getting stronger and stronger. However, lighting is also a product with weak brand influence. How to break through the dilemma, Chenguang illuminates the road of brand growth for lighting companies.
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