A few days ago, the reporter learned from Fujian Province Hongyang Optoelectronics Technology Co., Ltd. (hereinafter referred to as "Hongyang Technology") that the company's investment filming of the feature film, after nearly a month of preparation, will finally be tested at the end of the month. According to Chen Changliu, general manager of Hongyang Technology, the feature film mainly describes the development history, corporate qualifications and corporate culture of Hongyang Science and Technology. After the "Special Feature Films" is released, it will be broadcasted to major exhibitions, so that customers can understand our products and products, and more importantly, let customers remember our LED brand---Feibo." Chen Changliu said .
The reporter visited and learned that there are not a few LED companies that are thinking about building brands like Hongyang Technology. According to industry insiders, with the continuous warming of the LED lighting market, the problems of homogenization and overcapacity of Quanzhou LED products have become increasingly prominent. Compared with the well-known brands such as NVC Lighting and Foshan Lighting, there are almost no brands in Quanzhou's large and small LED companies. When talking about local LED lights, consumers can't say a few. a brand. In the current market environment, brand building seems to be the key point for the Quanzhou LED industry to break through.
The first shot of the brand strategy
As early as the first half of the year at the International Lighting Fair in Frankfurt, Huang Taishan, chairman of Quanzhou Optoelectronics Industry Association and chairman of Fujian Ted Optoelectronics Technology Co., Ltd. (hereinafter referred to as “Ted Optoelectronicsâ€), deeply felt the importance of LED branding. . “During the exhibition, I went to some local supermarkets to look at it and found that the price of a big 3W bulb was converted into RMB, which is about 150 yuan. I carefully read its packaging with 'MADE IN CHINA' printed on it, indicating that this is Domestic OEM products. Such products, in the domestic supermarkets, probably sell 40 yuan, just posted the brand of others, the price has risen three or four times." Huang Taishan told reporters that after returning from the exhibition, they have been Think about how to effectively brand the LED brand.
In his view, the most direct way to build a LED brand is to give yourself more opportunities to “show faceâ€, that is, to participate in well-known exhibitions in the industry. “With the platform of the exhibition, many domestic and foreign merchants, dealers and agents can know us. The brand, which brings opportunities for cooperation." Many industry insiders also believe that the impact of exhibiting on brand building is still relatively large.
Chen Changliu told reporters that he has participated in many exhibitions this year, and every time he has a new harvest, "At the exhibition, there are always some big international companies that have a very stable brand foundation, just like a child. In front of an adult, we can learn a lot from them."
“Recently, we have reached a preliminary cooperation agreement with Xiamen Fushengxin Electronics Co., Ltd., and plan to jointly launch our LED brand---CNLED.†Pan Yiming, general manager of Quanzhou Chunguang Lighting Technology Co., Ltd. (hereinafter referred to as “Chunguang Lightingâ€), introduced CNLED is the registered trademark of the company. After cooperating with Fushengxin, the brand will be promoted by two companies. In addition to publicity on the international network, the company will also open a website about the brand and make full use of it.
With the continuous development of the LED industry, the importance of building a brand has become the consensus of the industry. As early as a decade ago, the Jinjiang sporting goods company represented by Anta launched a vigorous “brand campaignâ€. Today, half of China's sporting goods market has been occupied by the Jinjiang brand. This time, can Quanzhou LED industry successfully create a "card" like Jinjiang sporting goods company?
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