LED lighting intelligent push the development of the industrial chain of electrical industry struggling reason what in?

"I also want to electrical marketing ability"

In fact, more than a year China electrical products in the market capacity of 90% is to rely on the development of the real estate market is caused, and the real estate industry high degree of concern, the high degree of concern is with the characteristic of long durable cycle of real estate industry. A qualified electrician product service life is long, repeat purchase frequency is low, the daily attention degree low, consumer behavior of dielectric and between emotional and rational.

Because the low purchase frequency, consumer brand loyalty is low, due to the low degree of concern, weakening in this traditional way of brand promotion. This phenomenon let a reporter recalled recently heard from the ten major domestic Master Planning of the sentence: "the electrician industry marketing." Even the mass media, word of mouth and other high strengthpromotion, are very difficult for its long-term effect brought by brand building.

In recent years the general electrician industry amidst the winds of change, how will the FMCGmarketing mode into the electrical equipment industry brands go large advertising input, streetdistribution, get the dust ash Yang, often results in the depletion of resources firm and crashingnear process down or dying. Also there is no lack of to take the durable consumer goodsmarketing mode of operation and business development is slow wrap back before the case.Electrical equipment industry the low attention products more need to take in line with industrypersonality marketing model to promote the brand construction.

CWWEN Sivori electrician marketing team in the operation process of practice from on macroscopic summary of proposed: Electrical brand operation will follow a specific time, specific location, specific ways to take the brand building strategy of instant marketing. Solve in brand construction due to low consumption frequency, low attention caused by the brand constructionof input and output ratio asymmetry. Let the brand both dynamic and endurance.

Channel construction

Borrow hundreds of force to push the market door

In order to more close to the market, I reported planning group members specially visited townsupermarkets, the survey found that the supermarkets, electrician (switch socket, Dianliao) storeis not much, the reporter rough estimate the proportion is only about 1%, or even less. At the same time, the reporter also found that these stores were not designed to do electrical, mostlybundling acts as a supporting role in the lighting products.

All the time since, electrical products have a supporting role to appear in the consumer's eyes,in fact, electrical products channel surface to be very wide, direct procurement bidding projectssimilar to industrial products, distribution by decorative building materials market, hardware market, building materials supermarket, home improvement company, a street in the streetlamps shop, wire wholesale stores, wholesale hardware store, plumbing shop, and even go to grocery store sales.

It is understood, anling electrician in Xi'an had pilot stores, the end result of the opportunity is immature, fruitless trips to return, in Hunan, Chengdu, Sichuan Changsha Shenzhen have alsoentered the supermarket but exit. An Ling electrical marketing director Ma Jing said: "the currentelectrical Dianliao terminal market situation, individual building materials for, lighting stores alsocontinue to exist and develop for a long time. In recent years the possibility of electrical stores want to support the banner of terminals in the market a little." So, some big brands eager to dostores like light source, lighting, lighting industry, in order to brand integration, can only leave a foreshadowing. But from the perspective of development, "leveraging" experience is the magic weapon of many enterprise development, also in line with the Chinese conditions, so "Gome"store model should be great prospects China electrical Dianliao terminal market, but not now.

At present, the terminal sales structure generally only the following 4:

Building materials supermarket: the introduction of commercial form from the developed countries in Europe and America, the big city at present is located in the economically developed eastern regions, the Midwest, they have good commercial display location, spacious and comfortable space, display excellent shopping atmosphere, product range, is the perfectposition for lifting the brand image, expand sales, but has enter the high cost of goods, capital occupation, operation cost is high, high requirements, personalized maintenance cost etc.;

Lamps and lanterns shop: the electrical current (switch socket) of the main retail places one of the network of integrated marketing communication, commercial display position with very good,noble store space, is closely attached products one of the matching lamps consumption;

Switch socket, hardware and electrical Dianliao Dian: mainly wholesale and retail establishmentscurrently switch socket, with the characteristics of hydropower facilities, related to a higher degree, generally display less space;

Hardware and electrical Dianliao Dian: site low switch socket, Ming mounted switch socket mainly sales.