I. Is the company succeeding in the survival of “single-success” or the pursuit of professional continuous and market segmentation?
We often see some product information, all-inclusive, everything: commercial lighting systems, industrial systems, outdoor systems ... ... these different systems of lighting fixtures, in fact, that is, different market segments. However, we can find that although these major categories of products are all lighting products, the use of technologies varies greatly from the application environment.
Does the company have to enter all these market segments?
In fact, companies need to enter the lighting market, whether it is home, industrial or commercial, or designer product channels, or wholesale distribution channels, or retail channels. The problem we all face is that we cannot serve all customers in this big market.
We can see that some excellent lighting brands are in a dominant position in specific user segments. For example, Oupu's leading position in the home market, the advantages of Sanxiong's wholesale market in Guangdong, the high-end status of ERCO in museums and commercial lighting, and the relative advantages of overclocking three outdoor + street lighting kits, Dongguan Ruifa (VF) hotel lighting fixtures invisible channels Success, Shenzhen Extreme's competitiveness in high-end retail space lighting (apparel and furniture), Zhongshan Raymond's Shang Chao lighting system planning and Shi Ke Lighting's comparative advantages in food and beverage use, etc. These are market segment successes. example.
The competition is so cruel that there are problems in the survival of the company. So we see that companies have singles to pick up, do household products to pick up outdoor products, take the hotel lighting project, and do indoor outdoor, as long as there is a single to do. The name of the United States is that it can be done with customer needs. Low price, you are low, I am lower! So you will see that a large group of companies in the market are doing unprofessional things.
Are you professional? Do you have technical or effective resources to support? Does your sales system adapt?
We will find that once the company deviates from the main project, the whole company's well-functioning system begins to get into confusion. The seemingly busy scene signals the pressure of survival and unsustainability. Individual companies find a way to survive in the LED era. The majority of successes are small-probability events. This means that most companies die in the midst of a bitter battle, waiting for death, hard work, or livelihood.
In fact, the lighting industry has been unable to carry out large-scale marketing for the entire market, and today's market is not a large-scale, even fragmented. How many pieces can you pick? Therefore, companies need to choose! There is a single access, to become a single choice, always adhere to the main business and goals.
Xu Qinghui:
Read, see, grasp, and hold... Each step is not simple. First of all, we must understand, look, and implement. The persistence of the south and the north, the harder and more remote. Give an example of nine yuan LEDT8 tube: Someone insisted on doing a lamp, and it was 9 yuan to go back to the prototype.
Guo Dawei:
Some products are suitable for single products, such as fluorescent lamps. In fact, the good companies that live now are still subdivided into single products. The market segment needs the abandonment ability of the leader, dare not give up, give up must assist the promotion system, the professional bright sword. There are several factors that cannot be subdivided into subdivisions: Inadequate expansion of a single product, clerk appeal, customer appeal, performance pressure, and temptation. Suppress desires and get quiet, otherwise talking about subdivisions is nonsense. It is the king of the pattern that can do the subdivision. In fact, even if the leader is a problem, professional managers and purchases will all be fooled by the boss's extension of the product, and the brand cannot be extended at will.
Liu Zineng:
For start-ups, there is a big pattern and positioning, that is, a relatively clear direction of the company, product goals, customer groups and so on. However, this is only a big direction. As long as it is clear that it will not affect the strategic direction of the big ones, it should be connected and survival is important. But what is most difficult to grasp in this process is whether the orders you receive will affect your future direction. This degree requires the operators' sufficient experience, wisdom and restraint. The advantages of the enterprise itself are more the advantages of the company's boss when it is started, cognition, word of mouth, resources, and vision. The first question to ask yourself before making a market segment is: Can I survive for 3 years?
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Second, how to choose your own target market in many market segments?
First of all, we need to find our own target market. Both new and old companies must take this path. To find the target market, it is necessary to subdivide the market!
Segmentation, segmentation variables. However, many variables are cross-cutting. For LED lighting companies, according to the application:
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For general lighting, we can also be divided into:
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So many classified markets, you do it? What market will you choose for your target market?
If the market segment is useful, there are several features:
Measurability - market size and purchasing power
Achievability - Possibility of effective entry
Real value - large enough to be profitable
Possibility of action - related plans can be implemented
Target market selection:
Segmentation of the market shows the market segmentation opportunities we face, but we must evaluate the segmentation market and decide which or several segments to serve.
1. Evaluating Market Segments - Evaluating Long-Term Profit Potential
2. Whether the original or planned market service strategy is applicable (doing wholesale works, thinking is different...)
3. Company resources
4. Product homogeneity (T8 pipe, no difference strategy...)
5. The homogeneity of the market (price reduction can bring a lot of consumption... no difference strategy...)
6. Competitor Marketing Strategy
Third, the target market commercial design thinking and strategy
Corporate Business Design Thinking: Using the designer's inspiration and methods, design a thinking approach that is technically feasible, strategically desirable, and can satisfy customer value and capture market opportunities.
Simultaneously
Need a different organization
Needs different leadership
There are also different employees
The main strategy:
1. Understand applications, requirements and pain points, design product portfolios through scenario requirements
2. Creating business value
3. Seize the opportunity for innovation (continuous improvement of LED chips, LED is not as simple as LED), provide "micro-innovation" guidance and meet market segments.
4. Go all out to concentrate resources on seizing the target market segments and have the opportunity to be number one. There must be confidence in the pioneers of the market segments and even the pioneers.
IV. Case Sharing
1. Analyze your strengths and weaknesses
1) Am I familiar with this industry?
2) My team builds?
3) My financial strength?
4) Where are my strengths?
5) Where are my product advantages?
2. Analyze the target market - market positioning
Market environment, see the standard? Analyzed?
It is not such a system, not so thorough, simply:
NVC - giant commercial circulation channel
Sidon - the leader in the high-end segment
Mitsuo Aurora - shopping mall, office building, his position
Jiamei - the highest cost-effective commercial lighting
Op - home retail giant
These well-known big brands are like elephants and ants. They don't feel you stepping on them. I have to hide.
Hotel - Sidon, JOJO, VF... big project, can the product enter the eyes of the designer
Clothing - Extreme, Mao domain ... ... too many brands - large capacity, the product line is simple, the competition did not have to say
Furniture - Love, Koizumi - Many Concentrates - Large quantity of single store, price sensitive
Museums—Tang Shi, Wagger --- High Specifications, More Than 5 Times Profit, Did You Make It?
Jewellery - Business LED Enlightener, Terry Pui's Jewellery Lamp, Money is afraid of bad results
Factory lighting - Ocean King - you do not understand, I do not know, so he made money
3. How to reach the consumer mind? Brand Positioning
How can consumers accept you?
Brand Connotation ----- Single information transfer, easy to remember
Separated from the public ----- Unique, stand out
Consumer feelings:
1) You only do one thing - focus, so you are professional
2) You only do one thing ---- Professional, so you serve better
I only do one thing, I must be professional, I must serve better.
Market positioning is the brand positioning. This is a strategic highland. Once a brand is formed in the consumer's mind, it is difficult for others to enter, and you cannot change it. Otherwise, it is painful.
4. Return to Nature - Product Positioning
Doing a good job of LED products requires the necessary conditions:
1) Market Positioning: Clear, Simple and Segmented Targets
2) Product idea: personality style, unique
3) Development capabilities: light distribution, heat dissipation, structure, electronics, etc.
4) Marketing Promotion: Strategy
Brand Positioning: Consumer-oriented
Product Positioning: starting from production, manufacturing, and cost
Comparing products with brands, products are more difficult to do.
The product is the foundation and the origin. Adhere to the product! That is the basis for survival and the guarantee for the development of the enterprise.
Product planning and creative ideas based on scenario requirements
What is scenario demand: The need for a solution for a specific application scenario, referred to as scenario requirements.
Scenario product planning ideas:
First, identify the scenarios, study their needs and pain points, and solutions (including optics, chips, structures, lighting forms, etc.).
Scenario design case analysis:
Key warehouse lighting and its derivatives
Subdivision product creative ideas
Market Segments - Customer Pain Points - Seek Solutions - Customer Experience
Segmentation, I see more detailed, not the general fine. This market segment has been subdivided in front of Yun Zhiguang Cao, supermarket lighting, ancient building lighting, and low streetlights. These are targeted market segmentation products.
Share a warehouse lighting
What's special about warehouse lighting, isn't it even a high-altitude light filled with stars and evenly arranged on the line? In fact, from the perspective of energy saving and optimal lighting effects, it can be different.
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Figure: Glossy uniform distributed warehouse lighting, low light utilization
Perhaps everyone is accustomed to the arrangement of the stars, but more warehouses are equipped with shelves. The arrangement of the stars and how much light can be used?
The area of ??activity and demand are on the aisles and shelves of goods. What does the light at the top of the shelf do? The answer is to be wasted, how much? It is estimated that it will not be less than 30%. There are so many factory warehouses, logistics transshipment centers, and Sam's shops in the country. How big is the market demand? I think everyone knows better than me.
Then we have to consider the market segments, is it possible that we only light up the work area, and letting the top of the shelves dark. This is a case study of lighting fixtures designed in the scene. The picture below is the solution.
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Figure: Warehouse lighting, light only illuminates the sides of the aisles and shelves, and the light distribution is properly configured
Light only illuminates the aisles (working areas) and the edges of the shelves (cargo areas), satisfies the needs of the work vehicles and people. The top of the shelf is dark, because it is useless light. This kind of lighting that only illuminates the aisle definitely saves more than 30%, or even half, of electricity compared to the arrangement of the stars, and the key is that it will not affect your work surface illumination and light experience, and will not affect lighting and work requirements.
We are researching general warehouses, such as customs warehouses, such as factory storage warehouses, such as logistics warehouses. This market is very large, and the customer face is relatively concentrated. Does anyone specialize in doing this? Don't tell me again. Take the traditional metal halide lampshade for a core to say that LED energy saving to do, it is a replacement, not targeted professional LED applications. The simple LED highbay lamp replaces the traditional metal halide lamp, not necessarily saving much energy, but also sacrificing comfort. The advantage of the future LED is whether or not it can provide actual energy saving and true light comfort. The lighting and lighting are all for people. Is able to affect people's behavior, reasonable lighting (including color rendering index, illumination, uniformity, etc.) can improve people's brain vitality, improve production efficiency, reduce work errors and production accidents. Therefore, why the traditional generation of Saturn, Philips, Panasonic, GE can occupy a relatively high-end market. In the LED era, we have the opportunity to do better. Domestic companies need to be good at taking advantage of opportunities.
Competition is the embodiment of professionalism and focus. Product solutions to problems are fundamental. It is the cornerstone for architects to regain architectural results. People are more comfortable under the lights and we are all on the road.
