Nowadays, the lighting industry is completing the industrial upgrading and transformation with the rapid changes and the ruin. The traditional marketing methods are effective and useful, but limited. If you continue the previous style of play, it will be half the battle. For example, centralized operations are a useful tool for short-term development in the industry. All enterprises in the industry who want to open up the market are all the main means of breaking through the centralized operation. However, the author believes that centralized operation is a life of burning money, or the industrial thinking of the traditional marketing 2.0 era. Now it is the marketing 3.0 era, the LED market breaks out, and it is bound to take precision marketing as a breakthrough. Then, in the era of full application of LEDs, how can marketing be upgraded?
In the case of marketing breaks, we can start from the following aspects: First, we must start from the channel reform, and take the road of mixed channel mode. This is of course for second- and third-line brands, because the first-line leading brands already have a complete and systematic channel model. Second-line brands must achieve marketing breakout. The hybrid channel model is the way out. The hybrid channel model is not a single model, but a local policy to select the best channel model for the region. For example, small-area agent mode, product channel differentiation agent mode, stock company mode, branch mode, light source-intensive distribution mode, traditional agent mode, direct supply mode, etc. The first-line brands in the lighting industry and the first-line brands in the traditional industry have all formed their own advantages through channels and brands. The second is the issue of marketing model innovation. At present, the second and third-line brands in the lighting industry are struggling and difficult to break through. Regardless of the big environmental factors, in terms of marketing, the vision is relatively narrow, and their one move is all the first-line brands in the industry. It is important to know that the time to learn the first-line brands in the industry has passed. Missing the best time, the effect will definitely be greatly reduced, and the cost will increase significantly. Therefore, the innovation of marketing model, taking a road that suits you is the primary issue for future marketers to think about. So how to innovate? Focus on companies outside the lighting industry, such as the home appliance industry, fast-moving goods industry, and the Internet industry. Learn from these industries, digest and absorb new ideas and means to be owned by them.
Marketing innovation is generally oriented at two levels. One is the innovation of marketing model, such as the associate company model of the household appliance industry. The first is the innovation of marketing methods, such as the store model and the outdoor promotion model. These patterns are now monotonous and old. However, other industries, such as the home appliance industry, must have some means to draw on. The third is the implementation of marketing level. Everyone understands the truth, as long as repeated infusion and intensive training can be. However, according to the author's observation, many manufacturers do not lack strategies, and the lack of them is a consistent execution. Many of the ideas look beautiful and sound tempting, but once they get to the market, they never get hard. Ultimately, the lack of executive power is fundamental. Of course, there are many potential factors behind the issue of execution power, which is limited to the length of this article and will not be repeated. The fourth is the creation of marketing capabilities. For the second-line brand, the promotion of the popular brand is almost impossible. Therefore, the first step is to make a small brand in the industry segment. Although the promotion method can learn from the Internet industry and the home appliance industry, it is more important to promote the brand with the terminal quantity and terminal quality.