The challenges facing LED lighting marketing in the Internet age

According to the “Monthly Monitoring Report of China Mobile Internet Market in the First Quarter of 2014” released by the EnfoDesk Industry Database of Analysys think tank, the number of mobile Internet users in China reached 671 million in the first quarter of 2014, which was compared with the first quarter of 2013. 13.0. Although the current development of mobile Internet is in full swing, it is a new marketing focus and a huge challenge for the majority of small and medium-sized LED lighting companies with very tight resources and funds.
First, LED lighting companies are facing a shift in marketing concepts. The favorable policies of the country have spurred the rapid development of the LED industry. Many companies that have only been doing research and doing OEM work have turned their attention to the LED lighting market. The price war and the brand war are rolling. LED lighting as an emerging industry, the traditional marketing business model has lost competitiveness, the new micro-marketing is becoming a marketing method that many companies are eager to try, in addition to saving promotion time and marketing costs, it is also more attractive to young consumers. From the enterprise decision-making level to the executive level, it is necessary to re-recognize the interests of the mobile Internet and LED lighting industry.
Second, LED lighting companies need to set up new marketing departments. At present, many LED lighting companies have set up professional e-commerce teams, cooperate with traditional marketing departments, and interoperate with resources to form a superimposed marketing effect, and promote circulation of civil lighting products through e-commerce, network, WeChat and other channels. It is expected that LED lighting will gradually expand in the mobile Internet market, and the market structure will gradually change.
Once again, LED lighting companies need to master new mobile marketing technologies. Companies should think about how to integrate mobile into the entire marketing system, from the collection, analysis, and application of big data to the ultimate impact on marketing results, including accurate identity and feature recognition, instant dialogue with customers, and individualized needs. Customer interaction and so on. At the same time, increase investment in marketing resources, and then obtain the priority of LED lighting enterprises in the mobile Internet.
Finally, LED lighting companies need to enhance their comprehensive strength. China is the largest market for LED lighting applications in the future, and the future development of LEDs is bound to be the downstream technology to drive upstream technology. Therefore, instead of waiting for the market to be divided, many LED lighting companies have chosen to take the initiative to promote their products in 2014, in the hope of gaining a place in this vast land. LED lighting companies want to seize market share, in addition to mastering the skills of mobile Internet, but also lay a good foundation in technology upgrading, market deployment and brand building, if companies can not stand firm in the market during this period, then enterprises The future development path will become increasingly difficult.
In the era of mobile Internet, more market opportunities are gradually emerging. Some experts pointed out that China's economy is in the adjustment stage in the next two years, and the demand and development variables are not large. After adjustment and integration, the market economy will gradually improve, which is undoubtedly a great opportunity for the LED lighting industry. But at present, LED lighting has not formed a very clear concept in the minds of consumers. With the maturity of LED technology and products, its environmental protection and energy-saving advantages will gradually be recognized by the society, especially LED brands that insist on making original products will be more and more supported by consumers. It is believed that LED lighting enterprises will seize the opportunity at this node and will inevitably usher in a new round of development.

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