Since 2008, the domestic commercial lighting field has presented a professional field competition for different product functions. The pioneers of business photography, represented by NVC, Suihe, and Sidon, have rushed to break through in the professional field, and continue to cooperate in depth with clothing, jewelry, medical care, hotels and other fields, hoping to occupy more market share. At present, NVC divides commercial lighting into professional lighting fields for clothing, commercial supermarkets, office, education, hospitals and hotels. For different fields, the brand service department provides professional lighting design solutions in this field. Seaton Lighting also has a corresponding large customer division that breaks down commercial lighting into commercial display, public facilities, hotels and office segments. This competition and occupation of market segments highlights the awakening and implementation of the “Blue Ocean Strategy†of Chinese lighting companies. However, as these companies intensified their competition for the same market, the “Blue Ocean†once again became the “Red Seaâ€. Therefore, whether the "Blue Ocean Strategy" of the enterprise is feasible or not, whether it can achieve satisfactory results, the market needs to be tested. Through the creation of new products, the blue ocean tide has become the choice of more and more enterprises.
Blue Ocean strategy is focused on implementation
In 2003, a sudden “SARS†hit the Chinese lighting industry, but many companies also smelled market opportunities. In 2004, many companies rushed to launch the "purifying air" function of the lamps, the most typical of which was the "Net Ba" series of lamps launched by Selden Lighting. The "Net Ba" lighting series uses the negative ion function to absorb harmful substances in the air, thereby purifying the air. This is a product that caters to the needs of consumers and is an environmentally friendly product. However, after two years of promotion, the “Net Ba†lighting series market has been flat and has not received the expected benefits.
Is purifying the air and environmental health a “blue ocean†market? Judging from the market conditions at the time, it is indeed a city where competition is not intense and there are gaps. But why is this market operation not successful?
From the six principles of the Blue Ocean Strategy, on the one hand, although this market has crossed the existing market boundaries, from a global perspective, its market capacity is small, consumers are immature, and the first movers need to pay huge educational costs; In view of it, it still follows the traditional channels and does not explicitly convey the concept to the demanding population. As a result, although the emergence of "net tyrants" touched the threshold of the blue ocean strategy, there was a deviation in the implementation process, and ultimately fell short.
"From the overall level, China's lighting market is characterized by two highs and one low: high geographical concentration, high dependence on foreign trade, and low profit level. Among them, high geographical concentration is mainly concentrated in lighting enterprises in Shanghai, Zhejiang, Jiangsu, Fujian and Guangdong provinces account for 95% of the total output value of the industry; the high dependence on foreign trade is mainly due to the large proportion of exports. According to customs statistics, in 2007, lighting electrical appliances accounted for 47.5% of the total sales of the industry, and it is highly vulnerable to the international market environment. Impact; low market concentration means that the lighting industry has low barriers to entry, so a large number of small lighting companies have been produced. In 2007, no lighting company's market share reached 1% of the overall lighting market; industry profits were lower: lighting The overall profit margin of the industry is low, only 4%, but the profit rate of enterprises above designated size is generally more than 10%, and the profit of products in some fields can be as high as 50% or more.†Wu Guofeng, Director of Lighting Marketing of Auxos, summarized the current market situation of the lighting industry.
Under the current market conditions, many companies are attempting to achieve high profits through the implementation of the “Blue Ocean Strategy†and promote the development of enterprises. However, the company's march into the blue ocean market requires a lot of effort. Due to the current overall economic environment, many seemingly beautiful "blue oceans" do not have the value of pioneering. Similarly, many companies that seem to implement the "blue ocean strategy", However, it is a kind of opportunistic. Some people have summarized the marketing techniques in the industry: not only to create "golden diamonds" but also to "pull the net", that is, some enterprises subdivide the market, but the market segment is not mature, the basic brand building It has not yet been consolidated, and the scale of the industry has not reached the corresponding level, resulting in functional subdivision and blurred population. Under this situation, the so-called “blue ocean strategy†can not only become a lifeline for enterprises, but may lead to excessive investment in the incorrect market. Thus losing corporate brand status and market share.
Postscript At present, the entire lighting and lighting industry is in a state of excessive fatigue and competition, and its "physical vitality" has been damaged. Many industry people call for secondary integration in the industry. The industry calls for integration and calls for concentration. “Professionalism and exquisiteness†has once again become the slogan of the industrial cluster base of Dengdu Ancient Town. Indeed, the lighting factory is also a “craft factoryâ€, and there are very few large-scale operations. In general, small and medium-sized enterprises do not need to be too greedy. They must take a sip, disrupt the market order, and damage the foundation of the enterprise.
Choose the "Blue Ocean Strategy" entry point
Hao Xilong, deputy general manager of Haohao Lighting Marketing
Market segmentation is part of the Blue Ocean strategy and the beginning of precision marketing, which represents a trend. As people increasingly pursue individuality and fashion, the Blue Ocean strategy has made a difference. Refinement and generalization seem to be two contradictory trends, but they exist in today's market. Therefore, the survival of enterprises is first of all the choice of market and innovation, and then the choice of marketing thinking. Once the market and innovation are selected, it is necessary to “reverse†with the competitors in marketing thinking. It is not trying to be better than the competition, but to distinguish it from it.
The Blue Ocean Strategy is to find differentiation. The difference in personality of an enterprise must serve the difference in the needs of consumers in order to reflect the value of the difference, so that positioning can be successful. In the lighting and lighting industry, the first two years were “a golden mountain in the motherlandâ€, and various manufacturers are producing traditional crystal lamps. Nowadays, modern lamps, European lamps, etc. are popular, and the contents of the publicity are similar. The consumers do not understand which products are good.
One company can produce, and another can produce it the next day, and the products are not significantly differentiated. There is no obvious difference in products. Should we create differentiation in marketing strategies? However, look at the market performance, the promotion methods of various companies are still similar.
Choose the entry point and smell the market. Marketing studies tell us that when consumers are ready to buy, his consumer behavior must have a support point of interest, so find this support point, your product will touch the hearts of consumers. Marketing can't treat all competitors as enemies, and no consumer wants to satisfy them. By clarifying your own strengths, you can achieve effective positioning. If you sprinkle a handful of salt into the West Lake, you will not taste anything. Therefore, in the product market positioning, it is very important to choose an accurate entry point, the positioning is accurate, and then targeted to spread, this will definitely have a multiplier effect.
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