As traditional lamps gradually withdraw from the market, LEDs shine in the lighting industry, which attracts countless people to follow. Unlike traditional lighting, which requires the processing conditions of large equipment, in the LED era, a screwdriver can be produced by one person. But because of this, the LED market is mixed, and the voice of doubt has not stopped. In recent years, as LED technology has become more mature, the competitive environment for survival of the fittest has gradually standardized the market. However, new problems have followed, and the speed of LED product replacement is fast, which is unexpected. For a time, a large backlog of products, coupled with a shortage of channels, all kinds of problems that need to be solved have ruined many enterprises. At this time, seeking a marketing breakthrough has become a way out for LED SMEs. So how can we break through the existing marketing model, which is a question that every company should think about. How to break through promotion? Clear planning to avoid following the trend At present, the main challenges faced by LEDs in the market promotion are not only the customer's doubts about its existence and the fierce competition of homogenization, but more, many companies have not found a marketing model suitable for their own products. The lack of adequate market research before the launch of the product and the blind follow-up phenomenon have repeatedly led many companies to find breakthroughs in sales promotion. Some people say that the characteristics of the marketing era must meet the needs of the times. In this era of Internet thinking in all corners of society, a variety of emerging business models are overwhelming. O2O's online and offline models are currently the most respected, and O2O has the advantage of physical experience compared to e-commerce platforms that can only win at price. However, if the company does not have strong comprehensive strength, it can only be impossible for O2O. To break through the bottleneck of promotion, enterprises must do two things: First, proceed from their own and improve their comprehensive competitiveness. This requires clear and clear planning from product to management, and can continue to achieve planning. Second, starting from the market demand, we must first focus on the market, improve the product and sales model of the company according to demand, and avoid blindly following the trend and homogenization competition. How to integrate resources? Each has its own strengths and makes full use of the survival and development of an enterprise. However, in today's chaotic environment of LEDs, the single advantage of SMEs is insignificant, and large enterprises (especially those that transform LEDs from traditional enterprises) are more difficult to carry out, and the market is not up to date. However, SMEs have the advantages of rapid transformation, product precision and specialization, and the strength of giant companies is undoubted. At this time, integration is the corresponding strategy of many enterprises. Each needs, the advantages are complementary, and the cooperation is carried out to make the resources fully and reasonably applied. In recent years, LED industry integration is mainly divided into the following categories: in order to avoid patent property rights restrictions, mergers and acquisitions between enterprises; mid-upstream cross-border enterprises enter the lighting field, use mergers and acquisitions to achieve industrial chain diversification; large enterprises use integration to expand Self strength. However, everything has its two sides, and the integration of resources can certainly bring the two sides to the next level, but this is based on the fact that the two sides can be harmoniously integrated after the integration. Risks often coexist with opportunities. The key to development is whether companies can use their wisdom to control the integration of both parties and make full use of resources. How to use new media? Appropriate use, continuation of services When the LED lighting industry is still talking about the advantages and disadvantages of e-commerce, micro-blog, WeChat, website and other new media marketing tools are quietly starting in the business community. This kind of micro-marketing method that does not cost and can easily realize the perfect effect of the whole network marketing has been favored by many industries. So can new media marketing techniques become the mainstream of industry promotion? It is true that the consumer group is changing. After 80 and 90, it has gradually become the main force. The popularity of smart phones has made new media pervasive. It is undeniable that at this stage, new media such as Weibo, WeChat, and websites have brought very positive effects to the promotion and sales of products. However, just as Weibo has gradually lost its attention to the crowd, when advertising and marketing are full of WeChat and websites, can the marketing of new media still achieve the desired effect? Is such a conceptual marketing model really suitable for the sighting of lighting products? How to make continuous development in the promotion tool of new media is the problem that every enterprise that participates in it should think hard. How to tap profit? Self-understanding, multi-directional attempt LED as a rising star in the lighting industry, new products, new technologies, new channels, new models, are different from the traditional lighting circulation model. The LED era gives more imaginary space for lamps, and the trend of fine, small, and specialized is highly respected by enterprises. The change in trends has led to increased competition for channels. Some companies believe that all channels of the lighting industry are still far from full, which is an opportunity and a challenge. To clarify their own profit margins, enterprises must not only have a deep understanding of the positioning and planning of enterprises, but also explore their own advantages and develop rapidly. In this era of wine fragrance is also afraid of the deep alley, to break through the promotion of the problem, we must try to multi-directional development, find the path that is most suitable for itself, and lock it in, and deepen it to be long-lasting. Media Vision: Transforming Thinking and Understanding Demands In 2014, LED lighting ushered in the outbreak of the market. On the other hand, the chaos in the LED lighting market also gave birth to new opportunities. LED lighting companies have entered the stage of full competition, and the traditional marketing model can no longer meet the development situation of industry and market. Enterprises should attach great importance to changes in the internal and external market environment and changes in industry policies, persist in pioneering and innovation, and strive to achieve leapfrog development in various business systems such as R&D, production and marketing. Innovation as a driving force for the advancement and development of enterprises has been repeatedly mentioned by various industries, but how many people have a truly in-depth understanding of innovation? It is not difficult to see that the development of LED has not yet fully matured, and the innovation of its technology and products still needs to be tirelessly explored. And the innovation of the marketing model is a brainstorming thing. Action comes from thinking, and the premise of any innovation is the transformation of thinking. To experience the idea of ​​achievement, to be innovative, we must first be based on practice. Innovation in the lighting industry must focus on the front lines of the market. Knowing the market, knowing the demand, innovation has a foothold and a point of strength. For example, the emerging LED lighting companies test the micro-marketing business model, through the integration of online and offline resources, open up the online and offline economy, forming a perfect closed loop. At the same time, we have made various attempts in WeChat marketing, micro-sales, micro-sites, etc., and strive to establish a service platform based on mobile Internet. Due to the differentiation of business models, some companies will invest in the market, and the prospects of such enterprises will not be satisfactory. In addition, some companies blindly reduce product prices and use low prices as the only bright spot for their products. This is not sustainable and it is difficult to succeed in the market. In response to these problems, foreign companies implement a new business model, collaborate with partners to develop future blueprints, and provide customized services to customers and establish unique partnerships. In fact, there is a clear difference between LED lighting and traditional lighting. The marketing model of the LED era must also break the traditional limitations. The reason why Xiaomi mobile phone can develop rapidly is because Xiaomi has completely subverted the past business model. LED lighting is also the same, and it is necessary to combine the characteristics of the product to innovate the business model. Changing the traditional layout and establishing a new commercial marketing system With the increasing competition in the LED lighting industry, the LED market has entered a stage of polarization, and LED lighting products of different scales have different problems in the marketing and promotion of the domestic market. : Small and medium-sized LED enterprises have no competitive advantage in products and funds. In marketing promotion, blindly hitting price wars and disrupting market order. Low-quality products do not occupy any advantages in channel marketing, and it is difficult to expand channels in depth. Enterprise crisis is frequent; large-scale LED enterprises pay attention to channel marketing, but due to the squeeze of traditional lighting market, it is difficult to expand channels, and in the marketing model, traditional channel marketing, store coverage, and engineering mode are still the mainstays. When the marketing model is popular, there is a lack of innovation and breakthrough. At present, LED lighting products are faced with the common problems of market chaos, lack of standards and product homogeneity in marketing and promotion. In addition to the above-mentioned problems, LED small and medium-sized enterprises have encountered bombing attacks in constant price wars, brand wars and channel wars due to lack of sufficient understanding of the market, and they are suffering from the double crisis of increased competition and blocked channels. Coping, constantly looking for a way out. In order to share a piece of the LED market with intensified competition, LED SMEs should not only be limited to price and channel in marketing methods, but should follow the market, pay attention to product research and development, quality control, enhance brand influence, and face consumption. The ever-changing needs of providing personalized solutions, all based on the needs of customers, focusing on the development of invisible channels. This is not only the LED SMEs should change, but also we need to pay attention to, only steady and steady, in order to stand firm and stabilize the market. In the face of the current upstream LED overcapacity, market competition disorder, product technology and non-standard standards of the LED lighting market, breaking the business model, the integration of industrial chain resources has become the top priority of LED lighting companies. On the one hand, it should integrate the internal industrial chain, integrate R&D, production and sales into one, integrate the development of the upper, middle and lower reaches, and reduce the operating costs of enterprises; on the other hand, it should increase the sharing rate of resources inside and outside the industry, concentrate on integrating resources inside and outside the industry, and break the tradition. The development mode of lighting, through resource sharing and mutual cooperation within and outside the industry, continues to develop and innovate, driving the healthy and sustainable development of the entire industry chain of the entire LED upstream and downstream. From the current LED business model analysis, most LED business strategies and positioning are very similar, mainly to take the channel marketing model, which is a short board for LED companies. In order to survive in the era of mobile Internet, innovation is the key. Based on the rapid development of the Internet, only by breaking the original business model and paying attention to user needs and experiences can we further expand the space for survival. LED companies should take advantage of the mobile Internet, join the industry, establish a new commercial marketing system combining LED application manufacturing enterprises and end users, such as O2O, C2B and other new product operation modes, and combine channel construction with the Internet to build A fast-operating e-commerce platform involving business flow, logistics, information flow, and capital flow has completely changed the traditional business layout of the lighting industry. Close to the market is the foundation of innovation At present, the biggest problem encountered in the marketing of LED lighting products in the domestic market is that the products are not marketable. It is not difficult to see that many business owners lack a clear understanding of the market. At the same time, blind investment in the LED industry in the absence of investigations on the market will lead to serious homogenization of products. On the other hand, Chinese-style companies are easy to follow the trend. The bosses of small and medium-sized enterprises lack pre-job training. Many enterprise managers do not understand marketing and do not understand management. When they hear that LED is very profitable, they come in. Naturally, they have to pay some tuition fees. Therefore, the market is risky and investment needs to be cautious. Every enterprise needs to analyze the chaotic market phenomenon before investing, and design product strategy, marketing model, organizational structure, performance appraisal system according to the resources owned by the enterprise. Before marketing, first of all, we must have scientific decision-making and analysis on the market, and have a chess game. At the same time, the LED industry needs a regular army and needs benign development. The uneven market and lack of core competitiveness are common problems faced by Chinese companies. Many LED companies will choose to take the road of integration. However, integration is a double-edged sword. The integration of upstream and downstream enterprises and cross-border integration are both a way out and a dead end. The key is to see the wisdom of both sides. The process of integration is a process of integration of resources, management, team, corporate culture and other aspects. The two sides of the integration must complement each other and complement each other. On the contrary, it is troublesome for both sides to urinate in less than one pot. In the face of integration and integration, SMEs must first be specialized, professional and new, and at the same time management must be in place to achieve the ultimate in any aspect of product, service, management and cost, so that enterprises can have core competitiveness. Invincible in the market. In today's fast-changing LED market, the most important thing for enterprises to achieve breakthrough development is to cultivate internal strength, optimize the product structure of the enterprise, and improve their overall competitiveness in the industrial chain system. In addition, marketing upgrades are required with the help of new business models. The business model of the Internet is a big trend in the future, such as
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