Reshaping the market pattern, the long-party lighting opened the brand upgrade prologue

[High-tech LED reporter / Li Jingyu] With the clear development of LED lighting trends, the Matthew effect of the LED market has gradually emerged, and industry giants have focused on the division of the market structure. From the perspective of the situation, the era of LED relying on brand marketing to drive performance has arrived, so we can see that many LED market players who pursue low-price strategies are driving the overall performance growth by shaping a brand new image.

(release meeting site)

On January 7th, LED lighting leading company Changfang Lighting held the first LED brand strategy upgrade conference in Dongguan at the Mission Hills International Conference Center in Dongguan, and invited more than 40 media organizations and more than 60 outstanding distributors in the country. Witness the convening of this grand event. At the meeting, Changfang Lighting released a brand new brand VI and brand slogan “Hua Xin Guang Cai Life”, which conveyed the brand development strategy of Changfang Lighting to the industry.

(Brand upgrade launch ceremony)

Deng Zichang, managing director of Changfang Lighting, said at the meeting that the LED industry is about to usher in the biggest blowout period in history, and he also expects that the senior lighting in 2014 will enter the fast lane of development. In connection with the recent A-share market, the concept of energy-saving lighting has completely exploded. The stocks such as Changfang Lighting, Sunlight Lighting, Zhouming Technology and Sanan Optoelectronics have risen sharply, and LED lighting is showing a good situation. At this key node, Changfang Lighting also launched a strategic plan for brand upgrade.

(Deng Fangguang, Managing Director of Changfang Lighting)

This press conference is also the first step in the brand new operation of Changfang Lighting after holding the local largest advertising company Guangdong Advertising Co., Ltd. Ding Bangqing, vice chairman of Guangdong Advertising Co., Ltd., said that since they reached a brand strategic cooperation agreement with Changfang Lighting in July 2013, after nearly half a year of in-depth market research and scientific brand argumentation, they have comprehensively combed and clarified the rectangular lighting. Brand operation strategy.

According to reports, in the following 2014, Changfang Lighting will increase its resources in the field of media advertising and publicity, and continuously enhance brand awareness and reputation, in order to highlight the brand image of rectangular lighting in the LED lighting transformation window. And firmly understand the collective perception of their brands.

At the same time, Changfang Lighting will also establish a digital marketing platform to expand the marketing model and improve marketing refinement. In addition, Changfang Lighting proposed to increase the spread of the professional market, plans to carry out more than 150 roadshow activities in the national professional lighting market, and implement the terminal construction goal of “100 City Thousand Stores” to normalize store promotion activities.

"Reshape the traditional pattern of the industry and build the first brand of domestic LED lighting." In the current situation of the LED industry without a head and the pattern is undecided, the rectangular lighting has sent a strong offensive signal to the LED champion. Deng Zichang said that in 2014, there will be strong manufacturers to do the integration of resources in the industry, and in order to establish a leading edge, the lighting of the long side must make a bold move in some areas.

According to the five-year brand strategic planning goal of Changfang Lighting, they will upgrade in all aspects of capacity expansion, product extension, channel expansion and market operation, and transform Changfang Lighting from well-known brands into internationally renowned brands. At this press conference, Changfang Lighting made two strategic shift signals of “transforming to civilian use and focusing on home intelligence”, which officially blew the horn of entering the civilian market.

(Changfang Lighting Products)

However, in the face of the old-fashioned light enterprises to accelerate the pace of transformation to LED and other LED giants continue to increase the long-term competition in the LED market, the smooth road of the "topping up" of the rectangular lighting is still full of unknowns. As far as the current rectangular lighting is concerned, how to improve the LED technology through cross-development of various links and deepen the vertical integration of resources to enhance the market competitiveness of applied products is still the biggest focus.

(Participants watch the product)

In addition, deepening channel access and strengthening terminal construction will also be the next major project for Changfang Lighting. They also made subsidies for 60% increase in this conference, 50% off samples, free wall slogans, etc. More channel providers. In the final stage of the conference, the agent also signed an on-site product order signing ceremony with Changfang Lighting, and the order amount reached more than 20 million.

(On-site signing ceremony)

Long Haoyu, the general manager of Wuhan Ormange Electronics Co., Ltd., the agent of Changfang Lighting, told the reporter that he trusted the LED lighting products. He said: "The choice of rectangular lighting was a good value for money, but after the market In terms of the situation, the products of Changfang Lighting are still trustworthy. "Oumange recently won the "2013 China LED Lighting Top 25 Outstanding Distributors" award by Gaogong LED, and the market sales ability is quite strong.

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