Research on Brand Awareness in Lighting Market
The concentration and limitations of brands in the Chinese lighting market are relatively high, mainly concentrated in several international big names (Philips, Panasonic, Osram, TCL, Samsung, etc.) and Chinese local old brands (Op, NVC, Foshan Lighting, etc.). Among them, Philips has the best market performance, accounting for more than 50% of brand impression and popularity, and ranking first in market share and attractiveness to consumers. In addition, traditional lighting brands such as Oupin NVC have been deeply involved in the lighting industry and have adopted a specialization route, so they also have better brand performance. However, consumers' loyalty to the brand is not high, liquidity is large, and China's lighting market share is large and growing fast, so lighting manufacturers can still use increased brand promotion and image building to effectively enhance their brand awareness degree. At present, energy-saving lamps are still the mainstream in the market, but with the gradual increase in the penetration rate of LED lamps in home lighting, compared with 2013, consumers’ recognition and recognition of LEDs in 2014 have greatly increased, and the utilization rate It also increased from 24% to 40%, showing its future market potential. When consumers choose to use LED lights, they particularly value whether they are energy-saving, energy-saving and long-lived. The purchase groups of LED lights are mostly male, 30 years old and above, married, and middle-to-high-end households with monthly income.
