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Visiting the terminal lights market, often confused by the similar lighting products, store layout and even sales methods, combined with the reporters in some stores in the ancient town of Dengdu, the conclusion is: the lighting industry has not completely out of homogenization Shadows do not deviate from the disordered and chaotic competition. Perhaps, in the fast-developing lighting and lighting industry, a brand must stand out from many competitors, abandon homogenization, seek differentiation, and strengthen itself from differentiation to remain intoxicated in short-term interests. What the person can't ignore. In the long run, the differentiation behind homogenization is a topic that companies and businesses must take seriously, start to change, or even go all out for a long time to come.
According to a recent survey conducted by the reporter in the lighting market in Xi'an, many brands are showing their splendid colors in the ocean of homogenized lighting. Their brand pursuit and the high performance they have achieved in the differentiation are worthy of attention.
Otlan: The whole process of co-sales mode takes the road of brand differentiation
The differentiation of products will certainly make the company slightly better in the competition. It is also the key to the homogenization of enterprises. However, the differentiation of brands is not only the differentiation of products, but also includes services, culture, marketing models, etc. Different brands have different development factors. Many companies try to show their charm through after-sales service and the relevant policies of dealers. Among them, the differentiation of the marketing model makes the brand more able to enhance the power of promotion. Otell's marketing model is a striking example of differentiation.
At the beginning of August, the Otlan brand promotion promotion conference was held in Xi'an. The relevant responsible person at the meeting focused on the whole process of the cooperation model launched by Otlan this year. The core of the model is to help dealers sell goods. It is understood that since the establishment of the operation center of Otlan in Shaanxi in March this year, nearly 40 stores have been established in Shaanxi and Gansu. What is the inherent reason for such a fast speed?
According to the feedback from some dealers interviewed by the reporter, the dealers have received a lot of assistance from the manufacturers, including image store design, terminal advertising, store management, promotion, terminal image decoration, after-sales service and so on. In addition, its products are complete, the quality is excellent, the dealers are full of confidence in Otlan.
Reporter's point of view: The homogenization of the lighting industry is not only between products, but also related to marketing models. Many manufacturers not only copy other people's products, but also the marketing model. For some brands that strive to rise, this is also the behavior of self-restraint. one. Breakthroughs and innovations are not limited to product design. The factors that make the entire achievement of the brand are the breakthroughs for enterprises to seek differentiated access to the terminal market. In short, the use of differentiation is extremely flexible and diverse.
Sihua Road: Based on professionalism, insist on differentiation
Sihua Road has a specialty store in Xi'an Guangcai Lighting City. The aluminum products in the store are also very eye-catching: the products include aluminum mirror lights, wall lamps, spotlights, ceiling lamps, brushed lamps, lawn lamps, etc. Involving commercial, home and engineering lighting, the products are quite complete. Different from the general commercial store, the products in the store are filled with strong aluminum metal texture, as well as modern, simple and classic atmosphere. According to Liu Jihong, the person in charge of the store, “At present, Sihua Road has a specialty store in Xi’an’s North and South Daming Palace Building Materials Home City, Guangdong, Hong Kong and Taiwan Lighting City, and Glorious Lighting City. Its pure aluminum professional products have been accepted by Xi’an consumers. I like it, the customer not only likes the high-grade texture of the pure aluminum casing, but also evaluates its lighting effect."
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