In terms of the headlamp device installed by the general vehicle, in addition to having the most basic lighting function, because its brightness can also remind the other side of the car or pedestrians on the road, make them pay attention to the vehicle is approaching, so the headlamp device also has a warning role.
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At present, the field of network marketing in the lighting industry is still in the initial stage of staking. In the future, more companies will participate in it, and the future is boundless. What are the development trends in the lighting industry's online marketing, how to stand out in the network marketing tide?
The trend of network marketing is coming, and the survey data of Chaoer is showing that the lighting consumption of most households accounts for about 10% of the renovation cost, and the proportion is still rising. This means that with the improvement of the living standards of the public, the awareness of creating a stylish home It is also constantly improving. All kinds of chandeliers, wall lamps, floor lamps, mirror lamps, table lamps, and nightlights are constantly emerging. Lighting is not only the function of lighting in the home, but more and more lighting is for the finishing touch. When the lights are turned on, it is an embellishment at night. If you don't turn on the lights, it is a piece of furniture or even a work of art. Therefore, people with high incomes and high quality of life will pay more and more attention to the application of lighting in the home. Network marketing expert Liu Dongming said that this consumption trend determines the two development directions of the future lighting industry: First, the lighting industry must establish a brand, know how to use the emerging media for brand communication; second, lighting products must be more and more creative, Large-scale personalized customization is the only way. To grasp these two trends, Internet marketing is the only way for every lighting company.
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Search engines are the top priority for direct contact with consumers in the Internet era, so the price of various product categories such as LED top ten brands and LED lighting is rising all the time, but the problem is, after consumers know the company and products, how to To promote their purchase, word of mouth has become the deciding factor in this regard. Word of mouth is from other consumers, a potential consumer may have a good impression of the NVC brand because of the beautiful wall lamp of Bowen NVC, but he may have seen a popular online short film. The heroine’s lovely bedside lamp has generated interest and she will think of buying one for her girlfriend. Internet marketing expert Liu Dongming mentioned that word-of-mouth exists in every corner of the Internet: search engines, portals, dating communities, personal spaces, video sites, Weibo, etc. Lighting companies must understand the characteristics of various Internet social media and Application, in order to better present the brand in front of consumers. At the same time, companies need to use network marketing to turn their corporate image, product use, and brand culture into creative stories, pictures, or videos. Once your content becomes a virus, consumers will spontaneously spread for the enterprise. Positive word-of-mouth, the effect of four or two pounds between the fine and quiet.
Low-carbon energy-saving lamps, green marketing and low-carbon economy have become the development direction of all walks of life. Of course, the lighting industry is fragrant with energy-saving light sources, and the LED industry has become the new favorite of the lighting industry. The Shanghai World Expo, the Guangzhou Asian Games, the major venues in the lighting system, highlighting the rapid development of the lighting industry. The elimination plan for incandescent lamps, energy-saving lamps and LED lamps introduced by Europe, the United States, Japan and South Korea is being implemented. China is also constantly developing new light sources for street lamps and indoor lighting. Green lighting is changing people's lighting concepts. The two sides will further clarify the low carbon and implement the national low-carbon subsidy measures. The home lighting industry has ushered in new development opportunities. Network marketing also takes advantage of the green marketing trend to achieve greater advantages.
Knowledge marketing, let me quietly tell you that under the network environment, the nature of the market has undergone profound changes. Vendors and consumers can directly exchange information and trade goods through the network, and the market will become more diversified and personalized. Achieve complete market segmentation. The behavior of consumers will also undergo some changes. Consumers will participate more and more extensively in the marketing process of enterprises, and consumers' consumption behavior will become more rational and personalized. Network marketing expert Liu Dongming mentioned that the LED industry is relatively scarce in the industry, and the public is not very familiar with the led knowledge. This is a good opportunity for the knowledge marketing of the LED industry. In the name of the company, the popularity of led knowledge in the network, timely and correct response to customer online issues, receiving customer emails and making correct responses to customers, and enhancing customer understanding of lighting products are all enhancing customer stickiness and brand awareness. An effective means of consumption.
The overall home lighting, one-stop lighting service is just like the whole cabinet, the overall home lighting began to enter the stage. The overall home lighting is the lighting business to provide consumers with lighting, from the living room, dining room, bedroom, study to kitchen, bathroom and balcony, corridor lighting, to provide scientific, healthy, energy-saving lighting design. Of course, many lighting brands in China have made it clear that, for example, Yimei Lighting has said that it will launch a one-stop lighting consumption for home, commercial, home and engineering lighting integration services. Internet marketing expert Liu Dongming said that the current overall home lighting is still at the level of concept marketing, and truly integrates product sales and services into one. Obviously, the overall concept of home lighting is rather vague, and it is often reflected in consumer services. For most merchants, the profit from after-sales service is not only meager, but also time-consuming and labor-intensive. Its future development is still to be tested.
Clear brand positioning, 360-degree brand communication brand is one of the important factors affecting consumer purchase, especially in the led industry, consumers rarely list the led brands they know, which is the lack of brand communication in the lighting industry, but also the formation of brands A good time for influence. Internet marketing expert Liu Dongming said that when it comes to brand marketing, Internet marketing is largely unable to get rid of the positioning, 4P (product, price, promotion, channel) and 4C (demand, cost, convenience, communication) framework, but this In the context of the network, the two theories require companies to be faster, more tactical, and more aware of the use of Internet tools to spread the brand. For lighting companies that dare to try online marketing, positioning, products, promotions, channels and communication appear. Particularly important.
The perfect marriage of furniture lighting We all know that the influence of lighting on the home environment can not be ignored, and in the channel terminal, the furniture industry has already produced the idea of ​​marriage with lighting. Cross-industry integration will more effectively control the information of the terminal channel market. Internet marketing expert Liu Dongming said that the marriage of furniture lighting can realize the complementary advantages of products and resources and enhance the strength of enterprises. It is a realistic way to ensure that the brand is strong in the industry. The marriage of furniture and lighting is not only a new marketing idea for the merchants, but also a more convenient way for consumers to consume at home. However, for small and medium-sized investment, the joint operation of furniture and lighting is often a bit of a big net. For the operators, it is necessary to invest a lot of money and guarantee the quality of after-sales service. At the same time, it needs a strong supply channel to reach The ideal price advantage.
Winning the reputation of the people will obviously follow this trend. Due to the wide variety, some large-scale lighting or special lamps need to be assisted by manufacturers to install and repair. If consumers order a ceiling chandelier online, but the manufacturers must be three or four. After the day, the door can be installed, plus three or four days of delivery, then this kind of shopping is definitely unpleasant; and assuming that a special floor lamp bulb is burned, it is difficult to find accessories in the local area. If the manufacturer can't quickly go to the door to replace it, Then customers will lose confidence in this brand. After-sales service also includes return and exchange, online shopping is obviously no more than traditional shopping, so if consumers find that the size or power of the purchased lamps is not suitable, then whether there is a quick reaction mechanism, etc., these will determine the brand's reputation. . In the Internet age, customer service must be instant, because the gold cup silver cup is not as good as the common people's reputation, in other words, the customer has problems, can get answers and feedback at any time, whether it is hotline, community forum, online customer service, or even micro Bodu should have someone to deal with and feedback in time, otherwise it will be easy to upgrade, and even evolve into a crisis event. The speed of negative information is several times or even ten times that of positive information.
Online promotion = spike interaction, interaction is the key If the promotion on the Internet is no different from the traditional channel, then the effect will not be too big, because consumers have already numb the promotion methods of buying gifts, discounts, bundles, etc. These promotional methods are now more used. In fast-moving consumer goods such as beverages, snacks, and daily chemical products, and for small appliances such as lighting, more interesting sales methods are needed. Lighting companies must understand the two methods of spike and interaction.
Spike is a promotion method based on computer network technology. The core is time-limited and ultra-low-cost, such as a laptop with a dollar, a rice cooker with a dollar, etc., in order to gather popularity and enhance the brand's attention in the network. Network marketing expert Liu Dongming said that lighting companies are promising in this regard, such as designing a cool little table lamp, planning a spike in the online store, within a certain period of time, the top 100 games to complete the lighting on the Internet You can get a chance to buy a lamp for one yuan, and then let these netizens take photos or use their photos with the desk lamp in the forum or blog. After voting by netizens, they will select a few people as corporate brand spokespersons to participate in the filming of corporate advertising films. In this way, a complete interactive marketing is completed. The enterprise gets great attention and brand reputation. Through the Internet, a new product can be launched and sold.
Communication should be better than the social media Internet era, lighting companies and consumers communicate with the traditional mode is very different, the traditional marketing model may only need a customer service hotline, through the service outlets for on-site service, more sales will be face-to-face However, under the network marketing model, companies must understand three points: first, how consumers know your brand and products; second, how do they generate purchasing behavior for your products; and third, how to let consumers spontaneously spread for the company. Positive information.
