Following the sponsorship of the Asian Winter Games last year, Benbang International Lighting once again launched a sports marketing chain boxing, and its products were designated as “special products†by the National Olympic Sports Center. It is reported that Benbang Lighting aims to use the Olympic sports event to frequently promote high-end resources marketing, further increase brand promotion, and thus realize the transition of Benbang Lighting from industry brands to popular brands.
Cooperate with the 2008 Olympic Games
When many domestic lighting companies faced the 2008 Olympic Games lighting project, the state successfully won the Olympic Games main project - the Olympic Sports Center. In the competition with many international and domestic famous brands, Benbang Lighting finally came to the fore. In this regard, Cai Ganqiang, Chairman of Benbang Lighting, introduced that the National Olympic Sports Center chose the state. First, because the quality of the products itself is good, and it can be based on the specific “light effectâ€. The products are tailor-made; secondly, due to the high quality of the company, the state is one of the few high-end products in China. It is the fastest growing and most profitable brand in China's lighting and lighting industry. The state can provide the best solution for the sports center in these two aspects. "Chinese companies do not lack good products, nor do they lack good design solutions, but they must prove their strength to the engineering units." Cai Ganqiang said in an interview.
Use the Olympics to build a national high-end brand
Up to now, the state has completed 80 million yuan of Olympic projects. Cai Ganqiang revealed that the state will use the Olympic sports event to frequently exert its efforts in high-end resource marketing, further increase brand promotion, and thus realize the transition of Benbang Lighting from industry brands to popular brands.
"The high-end positioning of Benbang Lighting caters to the needs of the Olympic image project for high-end products." Cai Ganqiang said that at present, in China and the world lighting market, Philips, GE and Osram and other international three major light source giants, whether it is product technology, research and development, Or the price of the product has always been in the leading position in the high-end market. However, China's lighting national brand represented by the state dares to exert its strength in the high-end market. The state is to build a national high-end brand. According to the reporter's understanding, Benbang Lighting is currently applying for the registration of China's well-known trademarks. The preliminary preparations for China's famous brands are also progressing smoothly. This will be a strong guarantee for the state to build high-end brands.
This time, the state was designated as a special product by the National Olympic Sports Center. To a certain extent, it was the image public relations that the leading enterprises stood up at the important juncture for the industry, and also blew the state's horn for market integration.
According to reports, the high-end brand Benbang has been operating 21 years of light source, engineering, home, business, electrician and other 21 major departments, more than 7,000 varieties, nearly 600 stores in the country, 2006 than Sales increased by 300% in 2005. In the first year of last year, the products were in short supply, and customers’ orders for March were scheduled for May. The price of the state is even higher than Philips Lighting's 30%. According to reports, the state has basically occupied the first-tier cities in China and most of the secondary city markets. In 2008, it will focus on the penetration of the secondary market to the tertiary market, so that the state's products reach greater market coverage, and Gradually began to shuffle the market.
Reporter's notes
Brand building avoids shuffling risk
Benbang Lighting has built a strong national brand by the Olympics, opening the corner of the collective strategy of the lighting industry. At present, in the lighting industry, on the one hand, many domestic small and medium-sized lighting companies have a weak brand awareness and few brand investments. On the other hand, domestic leading enterprises continue to strengthen brand building, and the penetration and occupation of channels are also deepening. The space in which the lighting industry survives is experiencing unprecedented competitive pressures. There are prophecies saying that "an unprecedented industry reshuffle will occur in the next two years." Therefore, clear brand positioning and market planning will be the key to testing the sustainable development of the lighting industry brand.
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