Culture becomes an emerging strategy for LED companies

In the LED industry, there are many indecisive bosses. They are easily influenced by the outside world and lack independent opinions. In the e-commerce circle, there is a saying: The future belongs to the traditional enterprise which understands the Internet. Then I also said: The future of the LED industry belongs to companies with a culture of the Internet era.

Zhang Ruimin of Haier said that the growth of a company depends on the disruptive pursuit of corporate strategy and organizational structure. This change is bound to involve people, so the role of stakeholders must also be changed. To ensure the sustainable development of this business model, the key lies in establishing a corporate culture in the Internet era.

First of all, we must understand the characteristics of this era. In this era, "consumers" are reverted to "whole people" and "rich people" instead of the former "target crowds," and "exchange" and "transaction" have been promoted to "interaction" and "resonance". The value proposition of marketing is deepened from the "differentiation of function and emotion" to the "correspondence of spirit and values".

In addition, we need to understand what the Internet can bring to our business. 1, can sell goods directly (this is a lower level view); 2, can promote the company's brand marketing; 3, collaborative consumers and customers to participate in corporate marketing value reengineering.

Returning to the LED industry, the traditional marketing strategy must be changed. The original business model has lost its competitiveness because consumers are changing and buying behavior is changing. This change is almost irreversible. If the company does not know how to be flexible at this time, I exaggeratedly say: You are waiting to die, and your business will be eliminated in the future. Since it is necessary to make changes and must be incorporated into the strategic perspective, it is not just a simple Tmall shop, but a systematic project.

Recognize the old era of the Internet to meet the new era of the Internet
Our team encountered such a situation when promoting service packages in the LED industry chain. The boss resolutely stated that: The network channel we have done before has had no effect and we will not plan to continue doing it within 2 years. I can understand his grievances, but I cannot understand his ignorance. Most of these people start from their own environment, and do not proceed from the overall external environment and the development needs of enterprises to carefully analyze the current market situation.

The author has instructed the bosses of traditional enterprises with very strong execution power. They believe that the marketing strategy of the Internet era must be changed, and establish an operating mechanism of “small steps, fast runs, quick trials and errors” within the company. This enterprise network marketing project is very Do it soon.

In the LED industry, there are also bosses who are hesitant and indecisive. They are easily influenced by the outside world, lack independent opinions and are hard to come by. Repeatedly several times, and a few days later, they repented. It is clear that this kind of corporate project is difficult to do.

During the consulting period, I also met companies with very good backgrounds, such as Guangmingyuan in Heshan. Hard power and soft power have a very good foundation. It is the best corporate culture I have ever encountered. The family. Hong Yannan, chairman of Guangmingyuan, made me very admirable. Companies like these simply lack a good operating team.

The above examples are summarized as the boss’s awareness and acceptance of the Internet, and whether there is a systematic understanding of this strategy. If this problem is not solved, many unnecessary troubles and obstacles will emerge.

Selling Product = Selling Sense Emerging Strategy Worth Copying

Many companies mistakenly think that doing network marketing is simply a matter of selling goods through online stores. In fact, online marketing is increasingly popular and online distribution channels are increasingly important. Today, the development of a company's channels needs to go through three stages: The first stage is to rely entirely on traditions. The stage of the channel; the second stage is the stage where the network channel coexists with the traditional channel. This is a transitional period; the third stage is the purely network channel stage. When the whole society enters the Internet era, the traditional channel acts as an intermediary. It will gradually disappear, then, the network channel will likely become the only sales channel for the company.

Based on this situation, companies should use their own comprehensive genes to make judgments, decide what kind of marketing strategies to use, OEM strategy, network investment strategy, two-line marketing strategy and B2C direct management strategy. Usually, if it is a factory, I will Its own product attributes, comprehensive competitiveness and financial strength, team conditions and other factors to suggest what kind of online marketing strategy he should use at the moment.

For most factories, I do not recommend first considering the B2C strategy. Retailing is too small for a factory, and the initial 20% contribution cannot be achieved. 80% of sales are still contributed by large customers such as OEM customers and channel distributors. The factory's first strategy should be how to find its own long-term customers through the Internet. The use of OEM strategy and network investment strategy is the first choice, followed by B2C. Do the retail side.

Yiguang is a very lively example. Under the leadership of Wu Zhengyao, in collaboration with the media, in just a few months, “more than a dozen provinces” were “conquered”, and a single ban on Weibo continued to provoke peers to envy and hate. This combination of off-line conference marketing and joint media has achieved very good results. The products have been transferred from the factory side to the channel side, winning a field channel battle. In the next stage, it is recommended that Yiguang walk the dual-line marketing model and radiate marketing communications to the end customer group. The collaborative division of the channel business will be based on the advantage of the industry chain and the brand advantage to derive the competitiveness of the business model.

There is also a typical corporate enterprise, that is, once in the NVC executives, Yin Yu as the representative of the special Yu Shi; Yin Shuo is said to belong to engineering men, so the product development will consider more about the optical and appearance This piece, radiation designer channel. The overall marketing communication model based on self-employed media and industry media + offline investment conference + designer salon (competition) is a feature that is quite unique. It is a new force in the lighting industry. This company can also use double The strategy of line marketing, online and offline integration.

In addition, there is a keyword - "interactive user". Xiaomi’s mobile phone can directly discuss its shortages and possible improvements with its users, including users and users, through forums and social media. In the face of the most senior "rice powder", Xiaomi set up an "honorary engineer group" for them, and DEMO for new products first allowed these users to experience and give feedback. Lei Jun’s so-called Xiaomi mobile phone is a sense of participation. In fact, it is through the Internet to mobilize the masses to do mobile phones, allowing users to participate as much as possible in each link of the supply chain (especially product design). The number of interactive users can be used as an intangible asset of an enterprise. Enterprises can create a sustainable value-added ecosystem based on him.

Internet "singing decline" prevails e-commerce has become "manipulation"

In recent days, the “singing decline” of Amoy brand has once again spread on Weibo. “With the collective net touch of traditional brands, the once-out-of-the-moment Amoy brands have fallen out of Category 20, and the living conditions are worrying.” LED lighting is not the other, Tmall inside search category keywords, appears more than half of the top ten positions were Op, NVC occupied, and long ago, the top ten category keywords are basically Amoy brand's position.

At present, the lighting electricity supplier has reached the stage of dispute between the brand and the brand. The weakness of the brand has created even if they have the same resources, the conversion rate and the second purchase rate of the Amoy brand are not as good as traditional brands. Based on this, some netizens have launched artillery on Weibo. "In the next 5 to 10 years, with the maturity of the traditional brand e-commerce channel, the Amoy brand will disappear."

"Small and beautiful" small sellers basically have no way out on Taobao; now the entire Taobao's influence in weakening the explosives, the popular low-cost explosion models in the past will not work in the future. Now we must not only strive to profitability, but also to fight product quality, brand building supply chain, team management, store conversion rate, customer repeat purchase rate, e-commerce has become a craft.

With the advent of the Internet age, the renewed trend of the new business ecosystem is irresistible. We hope LED executives will put aside their past experience, face new changes in marketing concepts, and continue to learn new knowledge from the outside. The environment and the development of the enterprise need to proceed to meet this new commercial revolution.