Recently, some lighting companies in Guzhen have chosen to launch a number of new brands during the financial crisis and market downturn. It is hoped that with the influence of the core brands, the “net†will be spread wider and the market share will be expanded.
The fourth brand of Zhongshan Gushang Lighting Co., Ltd., “Taoyuanju†was officially launched. The home lighting is currently a well-known professional manufacturer of crystal lamps in China. In recent years, crystal lamps have begun to move towards the home market, which has also brought about the integration of the crystal lamp industry. A single brand seems to be difficult to adapt to market changes, and many powerful light merchants have begun to create new brands and win market customers with more styles of products. Companies such as Muring Lighting, which is a leader in the domestic crystal lamp industry, are more likely to launch new brands.
The author also learned in the lighting market interview that with the recovery of the national lighting industry in the second half of the year, the new brand of lighting products with relatively low price and guaranteed quality, which was launched by enterprises with high reputation in the industry, was received by the buyers. More attention, new brand sales increased by an average of 20%.
But not all lighting companies are looking for new brand breakthroughs in style or variety. Zhongshan Raymun Lighting Electric Co., Ltd. launched the new brand “Swatch†as early as last year. Compared with the more mature “Raymondâ€, it is different in price. Zhang Huifen, general manager of Raymond Lighting, said that with the changes in the market, customers have more demand for different price products. The company decided to launch a new brand with a slightly lower price based on the current brand, which can meet the needs of the market and extend The value of the company's core brand.
The industry believes that whether it is the lighting of the ceiling or Raymond lighting, the "brand structure" is adjusted. From the actual situation of the enterprise and the customer's demand, the market level covered by the brand system will be further expanded, and the market share will be expanded. Said that it is a good measure.
However, some lighting companies also said that the current domestic lighting industry brand is not strong, and there is a lack of high-end brands with market influence and appeal. In this market environment, enterprises should focus on one core brand to become bigger and stronger. Multi-brands will distract the energy of the company, and problems with one brand may affect the operation of the brand system of the entire enterprise.
According to the author's investigation, there are still very few large enterprises that Zhongshan Lighting Company can successfully operate several well-known brands. Among the thousands of lighting companies in the city, the proportion of well-known brands in the country, provinces and cities is still biased. Even in the “lights†ancient town, which accounts for about 70% of the domestic market share, the whole town has only one Chinese famous brand and two Chinese famous brand products. And 17 provincial famous brand names.
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