In 2014, when it was called the LED lighting market, in the face of the market recovery, LED companies have stepped up their layout and adjusted their strategic guidelines and goals. As the first listed company in China with LED photovoltaic lighting as its main business, Shenzhen Weiwei Photovoltaic Lighting Co., Ltd. (hereinafter referred to as Weiwei) has relied on its 21 years of overseas market accumulation and keen market insight in 2014. With the LED lighting brand Maixing Lighting (MAXIMUS) returning to the domestic market, it has opened up the situation of Maixing Lighting coexisting and promoting at home and abroad.
Recently, Mr. Liu Xiaoxiong, Vice President of Weiwei Co., Ltd., interviewed Mr. Liu Xiaoxiong to discuss the future prospects of the LED lighting market and the strategic goals, development plans, channel construction and brand management strategies of Wei Wei in 2014, to compare the differences between domestic and foreign markets, and to enter into export-oriented enterprises. The domestic market is not satisfied with the water and soil.
In 2014, Weiwei shares returned to the domestic market with LED lighting brand MAXIMUS, and launched this brand in an all-round way, which opened up the situation of Maixing Lighting coexisting and promoting at home and abroad.
Liu Xiaoxiong told reporters that Weiwei shares spent three years preparing for the brand of Maixing Lighting to fully enter the domestic market, including product development, brand promotion, personnel introduction, capital investment, channel construction, etc., and is keen Observed the opportunity of the domestic market to increase the volume of the domestic market this year.
For the development and promotion of Maixing Lighting, Liu Xiaoxiong said that in the process of building this brand, in addition to research and development of products with certain cost performance and competitiveness, the company has grown together with partners, but also at the service level. Do different services than others, solve real problems for customers, and use the word-of-mouth effect to gradually form a nationwide influence.
For the more important brand management, Liu Xiaoxiong said that brand management is related to what kind of methods or how to position the products when the company maintains the brand, and this depends on the positioning of the company and considers this positioning. Management means, team selection to enhance the brand's reputation.
External brand promotion and promotion planning is just an auxiliary. Liu Xiaoxiong said that it is more from the perspective of consumers, doing products and services, making consumers more convenient to purchase products, more convenient services, and strong competitiveness. The product's reputation will gradually form and become better and better.
It is understood that the strategic goal of Weiwei in 2014 is to consolidate and develop overseas markets and gradually penetrate the domestic market. At present, Weiwei's domestic LED lighting product line is mainly divided into outdoor lighting and indoor lighting, and outdoor lighting is mainly road lighting and landscape lighting. At the same time, with the rapid expansion of the domestic replacement market in recent years, this year, Weiwei's outdoor lighting mainly focuses on road lighting and tunnel lighting, and will conduct strategic cooperation with energy companies and engineering companies across the country. Through this cooperation, it will penetrate all regions of the country. .
Changing the concept to meet the challenge Wei Wei, who has been deeply cultivating foreign markets earlier, has entered the domestic market since the end of 2010 and early 2011, and officially invested a large amount of resources in the domestic market in 2013. The launch of Maixing Lighting is the fruit that Wei Wei has accumulated in the domestic market for three years.
As we all know, when export-oriented enterprises enter the domestic market, they often encounter two major problems. One is how to build a promotion channel suitable for the domestic market, and how to develop competitive and cost-effective products suitable for domestic consumers. Second, domestic Channel construction itself requires a process in which new brands promote domestic consumers' perceptions of corporate brands and products, and highlight their own characteristics and advantages.
In response to these problems, Liu Xiaoxiong revealed that Weiwei is gradually exploring the promotion in the domestic market, and in this process, it will adjust the resources, and introduce domestic market from product development, marketing channel construction and brand promotion. Talent and team.
In Liu Xiaoxiong's view, the biggest difference between domestic and foreign markets is the fulfillment of the spirit of the contract. In overseas countries, especially in developed countries, the spirit of the contract will be better, more subject to contract terms; in the country, there is also a spirit of contract, but the impact of human relations and social relations will be relatively heavy. In terms of product selection, overseas consumers pay more attention to what the product itself can bring to consumers. It is cost-effective or has a certain brand reputation; domestic consumers are not simply choosing products with cost-effectiveness and brand level. Considerations in terms of human relations and social relations.
Faced with the difference between domestic and foreign countries, many export-oriented enterprises have difficulty in opening up the domestic market due to problems such as lack of water and soil when they enter the domestic market. In response to this, Liu Xiaoxiong believes that first of all, the senior management and senior management team of the enterprise should have a change of concept. This transformation depends on the positioning of the enterprise when it is transferred to the domestic market. The corresponding product planning, brand promotion, channel construction and strategy are arranged around the positioning. Planning and other resources, in addition to the original overseas advantages of the company.
The LED industry has entered a rapid expansion track. The LED industry is widely recognized as a sunrise industry, and its future development space is huge. According to some industry insiders, in the next 3 to 5 years, LED lighting will usher in the development bottleneck of sales decline. Liu Xiaoxiong said that the LED industry will not encounter bottlenecks in the next few years. On the contrary, the LED industry is now in a market. In the development stage of nurturing and gradual heavy volume, the LED market will continue to grow and expand rapidly in the future.
First of all, from the perspective of market capacity, the market capacity of home lighting, road lighting, architectural lighting, urban landscape lighting, etc. will be gradually enlarged with the demand for urban expansion and urban landscape beautification in China's urbanization. Secondly, in the process of industry shuffling, a group of growth enterprises will disappear, and the market capacity of this part of the enterprises will fall to the surviving enterprises. From a quantitative point of view, the ever-expanding market capacity is placed in a small number of enterprises. In fact, its volume is larger, not smaller. Liu Xiaoxiong said.
Based on these two reasons, Liu Xiaoxiong believes that the LED lighting development curve at this stage is not S-type, but more like a parabolic type, which is in the channel that rises to gradually rise. For the time being, this industry will continue in the ascending channel for a long time.
Liu Xiaoxiong added that the real amplification of the LED market lies in home lighting, especially if the smart home lighting market is opened, it will usher in a big outbreak of the LED industry.
But the current outbreak has not yet arrived, but the volume of the replacement market is zooming in. It can be said that it is only the point of the explosion, not the point of the explosion. It now appears that the LED industry is in a healthy and rapid expansion track. Liu Xiaoxiong said.
How to grasp the market opportunity of rapid industrial expansion, and the innovation of marketing model and the laying of channels have become the top priority.
Liu Xiaoxiong said that in terms of channel layout strategy, at present, Weiwei shares should continue to consolidate and develop overseas channels, and actively expand the weaker market areas such as Asia-Pacific, South America and Africa with the existing advantages of Europe and the United States. In China, outdoor lighting mainly uses engineering channels as the sales model, and indoor lighting takes the dealer channel. He told reporters that at present, the domestic channel construction has not been fully rolled out this year, but only selected a few key resources to master the city that is not bad, and then gradually enlarge the influence and do it from point to point.
In addition, when building domestic outdoor lighting channels, in addition to first researching and developing competitive products, Weiwei shares a series of financial solutions for partners and energy companies to support them to be more relaxed and more embold in the financial sector. Developing the market, this is a competitive solution that I feel is created by Weiwei. Liu Xiaoxiong added.
From the domestic market, an emerging brand, a company needs to be accepted by consumers and owners, a process that does not happen overnight, requires the company to produce enough patience and strength. In this respect, Liu Xiaoxiong said that Wei Wei shares have this psychological preparation.
For the current LED companies to compete in e-commerce, Liu Xiaoxiong believes that not all LED companies are suitable for building e-commerce platforms, especially the offline channel construction network has not yet built this part of the enterprise, there are some niche, small areas The company is also not suitable for e-commerce. From the perspective of sales, the market share of e-commerce platforms seems to be many, but from a profit perspective, as far as I know, the current profitability of these e-commerce platforms is not ideal, but it looks beautiful, in fact, profits are not optimism.
E-commerce wants to make a profit. In addition to the need for a good channel network, satisfying consumers' convenience and quick access to products and more timely and convenient realization of consumer service needs, Liu Xiaoxiong believes that it is more important to go online and offline. There are some differences in the sales strategy, so don't let the online and offline channels conflict.
It is reported that due to channel construction and product planning, it has not yet been fully prepared. At present, Weiwei has no substantive action and specific timetable for e-commerce, and it is still at the stage of exploration. The specific time of entry will be combined with its own characteristics. Import, let us wait and see.
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