Since the 1980s and 1990s, with the rise of China's wave of reform and opening up, global brand powers have flooded into China like a drama. In China, with a population of about one-fifth of the world's population, huge consumption potential, coupled with various preferential policies for introducing foreign capital, the world's major brands regard this golden treasure as the most important battlefield for market growth. They bring products, technologies and world trends, but also bring new marketing and lifestyles, which strongly impact the Chinese people's clothing, food, housing, travel and even thinking. Now dozens of colds and heats have passed, and China has gradually changed from the world factory. It has become a world market, and gradually builds world-class brands in many fields, and competes with the international giants in the global market. Especially in the field of consumer electronics and home appliances, domestic companies are not only brave in the global scale of manufacturing, but also in brand building! For the semiconductor lighting industry, which is in full swing, it also gives us a glimmer of hope for a world-class brand. First of all, from the perspective of R&D and manufacturing, the R&D and manufacturing capabilities of domestic LED lighting have matured. Regardless of the research and development of light sources, lamps and driving power supplies, and even advanced lighting technologies, China can be a world-class forest. Secondly, LED lighting marketing talents come together, together with the talents that have been fostered by the economy in the past few decades. Furthermore, LED lighting applications are experienced. In the past few years, the support of governments at all levels has made the experience of semiconductor lighting applications in China full of enthusiasm. Carrying these experiences into mainstream markets such as the United States and Europe, and even emerging markets, Chinese lighting companies suddenly have a kind of FEELING through the drama. Finally, many domestic lighting companies such as NVC, Op, and Sanxiong. Aurora and even emerging LED companies have accumulated capital and strength to compete with international brands after years of development. At present, in addition to the relatively mature and concentrated channel development in the United States, Japan and some European markets, new brands are not easy to enter. The channel construction and brand building of the hardware and building materials lighting market in most emerging countries are still at a relatively lagging development stage. For example, these countries still use hardware stores and traditional lighting stores as the main channels for product circulation. Therefore, the brand concentration is low, especially in this era of semiconductor lighting, many international big brands and even regional national brands have not been able to smoothly change the transition period, which is the best time for Chinese brands to rise. At present, the lighting market in most countries and regions is still the main circulation market for retail and small projects in the hardware channel, plus the model of engineering and wholesale channels. There are few strong distribution channels such as TheHomeDepot, Lowes, BQ, ALDI and other countries and regions. The biggest difference in China is that without such a highly integrated industrial chain, the regulations and quality supervision system are of course mostly unsound. Faced with such a marketing environment, China's lighting marketing experts are obviously no strangers. Therefore, with the great opportunity of the global LED lighting industry to flourish, we can also export the Chinese-style lighting marketing system to the world, deepen the multi-channel, smooth distribution and retail channels, build the brand and lay the local professional market, hidden channels. And public relations. To achieve this goal, companies should also prepare for the following five aspects. First, full market research. Enterprises must conduct relatively complete investigations on the basic conditions of individual markets such as the political and economic environment, humanities and religious culture, grid environment, energy conservation policies, lighting industry channels and brand competition status. Second, a clear market positioning. Each company's own expertise has its own uniqueness, and the situation that emerges in different markets is also inconsistent. Therefore, there must be tailored positioning in different markets. Third, tailor-made product mix, price policy, distribution system, public relations, it is best to have a marketing team and advertising partners. Fourth, the financial and logistics system. The army did not send, the grain and grass first. Playing the brand building channel is a logistics supply war, so we must have a sound financial and production and sales logistics system. Fifth, the team. The establishment of the first-line market and the back-office team is the core of brand building and channel construction. After all, all the ideas and ideas still need to have a steel armor and blood force to ride the battlefield and attack the city. In the lighting industry, TCP has built a global influence for the camp. Its success has set a good example for the people of my generation, especially in the North American market. Therefore, if this is a good opportunity, if there is a lighting company with Tian Yicheng and a public traveler, if the products with relatively mature production technology are supplemented by the output of Chinese marketing and financial support, I think the future will be on the world lighting map. Chinese enterprises must have the opportunity to occupy a large number of channel terminals, thus establishing regional brands in various countries, and even in the future can shape several world-class TOP10 multinational lighting brands!
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