LED panel light positioning breakthrough
When it comes to office lighting, many distributors first think of LED panel lights. This is due to the publicity of LED panel light manufacturers’ image and market positioning, and on the other hand, it is closely related to the characteristics of LED panel lights. Inseparable relationship.
However, with the entry of more and more brands, the entire market has become more and more homogeneous. It is difficult to distinguish between brands and brands. How to achieve differentiation is particularly critical.
Due to historical reasons, the channel structure of new flat-panel light companies is dependent on parasitic channels such as integrated ceilings, which greatly restricts brand operations and incremental space. Flat-panel lights must move from the "kitchen" to the "hall" to complete the comparison. With a large incremental space, it is another test to find what kind of fulcrum to complete the transition from the supporting role to the protagonist.
Shenzhen Green Semiconductor Lighting Co., Ltd., a domestic LED panel light manufacturing and R&D enterprise, announced its entry into the Zhejiang market in a high-profile manner, and positioned its sub-brand "Xibinian" for the domestic market as a "clothing lighting expert".
"Our brand positioning is to lock in professional customers and enter office lighting. Office lighting is the best blasting point for Taobo Nuggets at this stage!" Yao Huaiju, chairman of Taobo Lighting, who has established a reputation for single products in the field of flat panel lamps, is intended to create As a brand’s corporate strategy, flat panel lights are a category. It is difficult to gain a foothold in the market if you only rely on manufacturing quality, and you have to redefine the definition of differences.
And “to measure an excellent brand's strategic positioning, in addition to finding the consumer's cognitive space, it is also necessary to comprehensively consider whether the strategy is sufficiently differentiated and whether it can support the needs of the company's future strategic development." Yao Huaiju said.
In the current lighting market, companies represented by Mulinsen Lighting, Foshan Lighting, Sunshine Lighting, and Cosbury have occupied the circulation field; mid-to-high-end brand images are mainly based on international brands, such as Philips, Osram, Panasonic, GE, etc.; In the category of category positioning, Op lighting and NVC lighting occupy the top of the hills of home lighting and commercial lighting respectively.
"In the field of office lighting competition, it has not yet been fully seized. The huge market capacity and no absolute leading brand provide a good opportunity for Taobo to enter the field of office lighting. From a brand perspective, office lighting has enough different characteristics." Yao Huaiju analyzed.
Another important feature of LED panel light is its ultra-thin thickness, which provides designers with room to play. "LED panel lights started relatively late. At present, they are not widely used in the market, but they have the advantages of being thinner and less glare, so the future space should be very large." Hong Kong Golden Eagle Design Consultants Co., Ltd. Zhao Ming, the design director, told reporters that at present, foreign designers use LED panel lights much more than domestic ones.
Personalization and intelligence are another big advantage of flat panel lights. At present, in the field of designers, the requirements for personalized design of lighting are getting higher and higher. In foreign countries, indirect lighting is no longer a problem. Indirect lighting needs to hide the lamp beads and intelligently control the color and brightness of the light to give people a more comfortable feeling.
"The development direction of the future flat panel lights tends to be ultra-light and ultra-thin in appearance design, and even more so that they can be the light source when needed, and the ceiling is the curtain wall and the wallpaper when not needed." Zhao Ming described.
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