Wen/Akade Optoelectronics General Manager Peng Hemei
The master of strategy tells us that strategy is differentiation. In order to gain a competitive advantage in the market, any company must be different in order to survive and develop in the fierce market competition. At the same time, the masters also pointed out that companies can differentiate in many aspects such as price, products, channels, services, brands and so on.
If the differentiation strategy is really effective, then a lighting industry can have many different brands to survive. However, we have seen that when the lighting industry enters a mature stage, there are only a few lighting companies that can survive and be strong in one market. What is the cause of the same environment, the same market, companies that implement the same differentiation strategy will have different results? The study found that many companies fail because lighting companies have forgotten or are not clear before starting a differentiation strategy. Meeting the most basic needs of consumers to choose this product is the primary condition for any strategic success.
Consumers also have different levels of consumer demand when purchasing products: the first level of demand with Maslow----the demand corresponds to the consumer's need to solve the problem. The reason why consumers spend money on bathroom lights is because they are not only waterproof and safe in the case of lighting. LEDs are purchased because they are used for energy conservation and pollution, creating the environment and atmosphere that consumers want. Buying spotlights is because consumers want to buy products that they can highlight when they buy them back. Therefore, different styles of lamps meet the different needs of consumers. Corresponding to Maslow's second level of demand----the need for security is the need to avoid problems. In addition to solving certain problems in the purchase, consumers also need to avoid various risk problems caused by purchasing certain lamps, such as troubles caused by unqualified performance, problems with spending money, etc. The problem is all attributed to quality. So the two basic needs of customers to buy your products are: First, buy back can play the effect you want; second, quality must be guaranteed. In addition to good quality, there must be good service. These two requirements are the most basic and powerful driving factors for consumers when purchasing certain lights. Only when these two basic needs are met will consumers seek to differentiate lighting products.
Different products have different levels of technology and market development, and the two basic needs of consumers are not the same. After a long period of fierce market competition and survival of the fittest, the lighting industry has reached a high level of technology and market. The two basic needs of consumers have been reasonably solved. At this time, differentiated competition or price competition has become the focus of the strategy. However, in the industry, product performance can not meet the two basic needs of consumers. Every year, consumers’ complaints about the quality of lighting products have been high. The successful positioning of lighting companies should meet the two most basic needs of consumers. Conduct a differentiation strategy.
In the lighting industry, there are many brands, such as Huayi, Op, NVC, Huatai, Liangyi, Xinteli and so on. Every enterprise has the same conditions, the same environmental factors, the same lighting sales market, but how do they occupy the market and become the market leader? How did their brand start and succeed in occupying people's hearts? They have always relied on the prevailing occupation of the market as a major external environment, and his active propaganda, promotion of the brand, firmly occupying the different leadership positions in the lighting industry. At the same time, it is also because he meets the basic needs of customers and then carries out the differentiation strategy.
In order to achieve competitive advantage in price, some companies even cut corners and cut down on the most basic interests of consumers. Although they can alleviate the cost pressure of enterprises in the short term, they will eventually be eliminated by the market.
Therefore, lighting companies must survive and develop in the fierce market competition. To achieve the leading position in the industry, we must first meet the basic needs of consumers in lighting products, and achieve homogenization with the basic needs of the lighting industry leading brands. This homogenization is not only about product quality or service, but more importantly, homogenization in the minds of consumers, and then seeking differentiation in other aspects.
The master of strategy tells us that strategy is differentiation. In order to gain a competitive advantage in the market, any company must be different in order to survive and develop in the fierce market competition. At the same time, the masters also pointed out that companies can differentiate in many aspects such as price, products, channels, services, brands and so on.
If the differentiation strategy is really effective, then a lighting industry can have many different brands to survive. However, we have seen that when the lighting industry enters a mature stage, there are only a few lighting companies that can survive and be strong in one market. What is the cause of the same environment, the same market, companies that implement the same differentiation strategy will have different results? The study found that many companies fail because lighting companies have forgotten or are not clear before starting a differentiation strategy. Meeting the most basic needs of consumers to choose this product is the primary condition for any strategic success.
Consumers also have different levels of consumer demand when purchasing products: the first level of demand with Maslow----the demand corresponds to the consumer's need to solve the problem. The reason why consumers spend money on bathroom lights is because they are not only waterproof and safe in the case of lighting. LEDs are purchased because they are used for energy conservation and pollution, creating the environment and atmosphere that consumers want. Buying spotlights is because consumers want to buy products that they can highlight when they buy them back. Therefore, different styles of lamps meet the different needs of consumers. Corresponding to Maslow's second level of demand----the need for security is the need to avoid problems. In addition to solving certain problems in the purchase, consumers also need to avoid various risk problems caused by purchasing certain lamps, such as troubles caused by unqualified performance, problems with spending money, etc. The problem is all attributed to quality. So the two basic needs of customers to buy your products are: First, buy back can play the effect you want; second, quality must be guaranteed. In addition to good quality, there must be good service. These two requirements are the most basic and powerful driving factors for consumers when purchasing certain lights. Only when these two basic needs are met will consumers seek to differentiate lighting products.
Different products have different levels of technology and market development, and the two basic needs of consumers are not the same. After a long period of fierce market competition and survival of the fittest, the lighting industry has reached a high level of technology and market. The two basic needs of consumers have been reasonably solved. At this time, differentiated competition or price competition has become the focus of the strategy. However, in the industry, product performance can not meet the two basic needs of consumers. Every year, consumers’ complaints about the quality of lighting products have been high. The successful positioning of lighting companies should meet the two most basic needs of consumers. Conduct a differentiation strategy.
In the lighting industry, there are many brands, such as Huayi, Op, NVC, Huatai, Liangyi, Xinteli and so on. Every enterprise has the same conditions, the same environmental factors, the same lighting sales market, but how do they occupy the market and become the market leader? How did their brand start and succeed in occupying people's hearts? They have always relied on the prevailing occupation of the market as a major external environment, and his active propaganda, promotion of the brand, firmly occupying the different leadership positions in the lighting industry. At the same time, it is also because he meets the basic needs of customers and then carries out the differentiation strategy.
In order to achieve competitive advantage in price, some companies even cut corners and cut down on the most basic interests of consumers. Although they can alleviate the cost pressure of enterprises in the short term, they will eventually be eliminated by the market.
Therefore, lighting companies must survive and develop in the fierce market competition. To achieve the leading position in the industry, we must first meet the basic needs of consumers in lighting products, and achieve homogenization with the basic needs of the lighting industry leading brands. This homogenization is not only about product quality or service, but more importantly, homogenization in the minds of consumers, and then seeking differentiation in other aspects.
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