The marketing strategy of 'homogeneous competition and differentiated means' was once regarded as a rule by the lighting industry. Facts have proved that the advantages of this strategy are also very obvious. On the one hand, it can avoid the edge of competitors that are stronger than its own strength, and expand the living space in a certain segment; on the one hand, it can avoid vicious competition and price wars.
Of course, not all enterprises can implement 'differentiation', it first requires enterprises to have strong innovation capabilities, and test the courage and courage of enterprise leaders.
Secondly, taking the differentiated route, companies must fully analyze and study the market, and understand the consumer psychology and consumer demand of consumers, before it is possible to find new market opportunities from consumers and then start from this aspect. R&D products and marketing.
To achieve differentiation, start with products
Regarding 'differentiation', Zeng Aiu, product manager of Chamei Lighting, has unique insights. He believes that the current trend of counterfeiting in the industry, and not following the trend rationally, is the fundamental reason for this situation.
How to highlight the characteristics of the products and achieve differentiation? Zeng Aniu has his own tricks. After a long period of market research and field investigation, he found that in addition to a few successful brands in the industry, most modern lamp companies' product lines are mainly ceiling lamps, and the colors are almost monotonous. They don't seem to pay much attention to the design of series products such as table lamps and floor lamps, or the design level is relatively weak, so Zeng Aniu decided to start with wall lamps, table lamps and floor lamps to seek breakthroughs, and then launch other products to enrich the product line.
Facts have proved that Zeng Aniu's decision is very correct. With table lamps, wall lamps and floor lamps “opening the way” in front, sales of other products of Chamei are also improving.
Zeng Aniu deeply understands that there are many brands in the field of modern lamps and the competition is extremely fierce. If the product is planned according to conventional ideas, the product advantage is not obvious. The only way to do the opposite is to plan products from the perspective of 'people have me' and 'people have me'. Others are 'big and complete', chasing the beauty and 'small but beautiful', truly realizing product differentiation aims. In order to gain a firm foothold.
Second, deep focus on products is also a core advantage. For the research of various shapes of modern lamps, the selection of various materials, and the matching of various colors, Chamei Lighting has made great efforts. There are more than 50 product patents alone.