The current home improvement industry is highly competitive, and the lighting industry, one of the highlights, is even more pervasive. Many well-known large-scale lighting companies are striving to expand their sales scope and business area. Under such circumstances, the survival of small and medium-sized lighting enterprises with relatively weak strength has become difficult, so how to win a place in the increasingly fierce market competition? ?
Lighting companies do not blindly fight price wars Today, more and more building materials industry is involved in the lighting industry, squeezing the living space of small and medium-sized lighting enterprises. In order to win more customers, the well-known lighting companies have waged a price war. In this war, the lighting brand dealers insisted that they would not retreat. More and more weak brand dealers, in the face of the price of the store does not fall, the price war can not afford, the lack of sales, have to find another way out. Faced with this situation, Xiao Bian suggested that small and medium-sized lighting companies should not venture into the price war. They must first measure their own strength, calculate the rent of the store, the cost of personnel, whether it can be reduced to a certain proportion, and then decide not to drop. Reduce the price.
Lighting companies insist on quality is a key saying that a penny is worth the goods, many lighting companies in order to reduce expenses, reduce costs and reduce the quality of their products. Consumers are happy to buy the products they like, but find that the name is not true, and the impression of the brand is greatly reduced. More and more lighting after-sales rights defense lawsuits have caused many high-end brands to fall into the cloud. Small and medium-sized lighting enterprises must seize opportunities, improve product quality, and pay close attention to after-sales service. Quality is the number one priority in the market. Consumers have bought the products they like, and they are naturally willing to do more publicity. Once they pass the rumors, the signs of small and medium-sized lighting companies will be played out.
Lighting companies have turned to the third- and fourth-tier markets. Now, the lighting market in the first-tier cities is close to saturation, and the market competition is fierce. Many lighting brands have begun to turn their development direction to the third- and fourth-tier markets. In the next year and a half, the third- and fourth-tier markets will surely become the main battlefield for many lighting brands. Taking the lead and grasping the opportunity, when many brands are still struggling in the first-tier cities, they are the first to push the brand into the third- and fourth-tier cities.
In order to occupy a favorable position in the market, the lighting enterprises should choose a medium- and small-sized lighting company. First, we must conduct a comprehensive and systematic investigation on the market consumer groups, and distinguish the differences between the first- and second-tier markets and the brand communication in the third- and fourth-tier markets. The communication strategies that usually operate in the primary and secondary markets are often pursued in the high-end atmosphere. For example, when choosing TV publicity, CCTV or TV is preferred; when choosing a newspaper, most of them choose national or provincial level. But these tactics are not necessarily useful for the third and fourth grade markets. According to Xiaobian Building Materials Network Xiaobian, the brand communication in the first and second-tier markets is vigorous and vigorous, while the third- and fourth-tier markets are imposing subtle and silent. Therefore, for brand communication in the third and fourth-tier markets, effective is the best.
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