Consumer brand awareness
In a light city in Shilihe, Beijing, the author visited some consumers about the brand name of energy-saving lamps. One Mr. Lin surnamed said: "I don't know what brand of energy-saving lamps, the energy-saving lamps used before don't know what brand, now I bought a Philips energy-saving lamp recommended by a friend. I used to use Philips' mobile phone before. I think it is not bad." Some consumers say that no matter what brand, just buy it if you use it well. {TodayHot} Some consumers are more famous brands abroad. One Mr. Han’s answer is that he prefers to buy famous brand energy-saving lamps such as Philips and Osram. The domestic energy-saving lamp brands are not clear. When asked what is the standard for buying energy-saving lamps, some consumers buy them at well-known brands. Most consumers replied that they can't distinguish between the quality of energy-saving lamps, and generally rely on business recommendations. Can a brand recommended by a merchant be a well-known brand?
Business brand standard
Among the merchants I visited, most merchants highly recommend the products they sell. When asked if there is a Chinese famous brand energy-saving lamp, a merchant who is responsible for the Sunshine brand energy-saving lamp said that the brand of China's energy-saving lamp is further improved compared with foreign famous brand energy-saving lamps such as Philips and Osram, {HotTag} but In terms of quality, China's good energy-saving lamps are no worse than the energy-saving lamps of foreign brands. Like the energy-saving lamps of famous brands such as Philips and Osram in the Chinese market, most of them are produced in China. The Chinese energy-saving lamps just did not start their own brands. . Others replied that the brands in the Chinese energy-saving lamp market are the companies themselves in the title, there is no uniform standard, generally as long as the sales volume is good, the agent sales, most of the customers are good quality and the price is not very high. It is favored. When introducing a product to a customer, the merchant will introduce the advantages of the product. Some merchants have come up with "CCTV listed brands", "national inspection-free products", "3C quality certification", "Great Wall logo" and other signs to attract consumers, while others highlight the life of the energy-saving lamps, generally better The life of energy-saving lamps is 8,000 hours, while some products are 10,000 hours, 12,000 hours or more to attract consumers. There are also some businesses that focus on the patented technology of the product and highlight its innovation. In addition, the product is compared with Philips, Osram and other high-quality and expensive products from the perspective of high quality and low price, in order to seize most consumers. In addition, there are also the popularity of commercial household enterprises to measure the quality of the product. In their mouths, the bigger and stronger enterprise is often the basis or favorable factor for the brand awareness of the brand.
Manufacturer's brand strategy
When the country vigorously promotes energy conservation and environmental protection, energy-saving lamp manufacturers are also emerging. The competition among manufacturers is also fierce, and the competition is mainly in the competition for brand sales. Some manufacturers' brand strategy is to advertise, especially some small and medium-sized enterprises are particularly interested in advertising on CCTV and other well-known media, in order to win the title of "CCTV brand" and other practical standards. Many manufacturers pay more attention to innovation and quality assurance and after-sales service. They have passed the formal national inspection and obtained the “National Inspection-Free Product†certificate and the “Great Wall Logoâ€.
Every company claims to be a famous brand, highlighting the unique advantages of its products, but what is the standard that can really be considered a famous brand? Although there are many different opinions, the answer is unknown. At present, China's famous brand of fluorescent lamps (including energy-saving lamps) have Zhejiang Sunshine and Xiamen Topstar; there are also a number of energy-saving lamps. In addition, "Snow Wright" (formerly Huaxing Optoelectronics) energy-saving lamps became the national lighting energy-saving case selection products in 2002. This should be the first choice or reference for consumers when purchasing energy-saving lamps. The standard of brand name In most consumers, the brand name should be like the big companies like Philips, Osram and so on, which can guarantee the quality and have good after-sales service. But most consumers really can't accept their prices, they expect to have the kind of Chinese brands that are of good quality and acceptable prices. In the eyes of the merchants, most of them admit that Philips and Osram are famous brands. They also said that China's current energy-saving lamp industry can't find the ideal brand name, but there are many brands that are still quite good. These brands are generally guaranteed in terms of quality, basically in line with international standards, and the price can be accepted by the Chinese people, but they cannot be evaluated and measured from the whole. Of course, manufacturers are striving to build their own brands. Although they have different approaches, they all have their own brand-name standards. However, these standards do not have a specific unit that can be defined to explain and formalize.
In the opinion of some experts, the standard of brand-name energy-saving lamps should at least include the following aspects: through national energy efficiency certification; national inspection for three consecutive years; high-quality after-sales service system; successful application cases of more than 10,000; service life can reach 1.5 More than 10,000 hours; the company has obtained environmental certification; it has its own patented technology. Different experts have different standards. From this, it is a difficult task to find the famous brand energy-saving lamps in China. It is subject to the improvement and improvement of production technology and quality, the development of enterprises, the recognition of consumers, the promotion of the country and the introduction and unification of standards.
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