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With the deepening of people's understanding of the concept of LED , the LED display industry has entered a fast-growing fast lane, and the mixed companies (mainly production companies) have gained more market profits and made various surprises; The current industry situation, the peer companies are divided into high-end and low-end, the level here is not the quality of the product itself, but refers to the relative technical content of the product, namely full-color screen and single color. How do companies with different positionings compete for their own market? To sum up one sentence: high-end look at the brand, low-end channels.
How do high-end brand companies build their own brands?
Advertising
There is a professional brand planning team or company for its publicity, from the network to the industry website or related books and magazines, from the exhibition to the relevant media system planning and promotion, such as X Ming, X Sen and so on.
Project standing
Do some LED screen projects with relatively large influences, so that we can only make product positioning of large projects from the public opinion, and then enhance the company's high-end brands, such as X Xiang, X De and so on.
Public relations
The favorable promotion of relevant policies, together with the investigation and investigation of government personnel, can be strongly promoted by influential media, such as Changchun X Daguang, which was promoted in CCTV news broadcast last year, and X Zi Optoelectronics of Shenzhen, X Man Optoelectronics, Dongguan X on the photoelectric and so on.
Own brand extension Some companies have previously done products related to LED display. Due to the favorable market, it is convenient to extend to this industry with its strong brand advantages, such as Kang X, Nine X Optoelectronics, Hong X Optoelectronics and so on.
The regional advantages established in the early days, especially the brand awareness established rapidly in foreign markets when the industry started in the early years, now return to the local market, and the competitiveness is also strong, such as Shenzhen Lianx Photoelectric, LIGHTXX, Dongguan Ying X, Huizhou XX Optoelectronics, etc. .
At present, more peer companies rely on the powerful push of business people, the company's brand, positioning, products through a single project, open to the country, such as X Pu, X-ray, X-ray and so on. There are also some companies that focus on only one type of product, such as indoor three-in-one full color, or three-in-one full color, to occupy the refined market, such as X crystal, X special, light X and so on.
Commercial brands generally do not have agents and no channels, but it is undeniable that they will set up an office in the local area to assist local engineering companies in finalizing the project and maintaining the project.
The low-end channel, the relatively better is the strong X of Fujian and the X color of Shenzhen. The current situation of the strong X is the national net, each set a little, but because the surface is too open, there is a little confusion now. Picking up or speculating happens from time to time. The strategy used by X-color technology is low-price lure, brand penetration; attracting the attention of everyone through low prices, and then playing the industry's word games. From the market point of view, their influence and market share are still good, I think it should be a model for peer companies.
The bigger the LED display market, the greater the competition. Of course, how to maintain your own advantages and be unbeaten in the competition. You need to first look at your company's product positioning and industry status. Don't be blind, be sure to recognize the direction.
The low-end customer base is: the engineering firm (generally the whole screen is the main screen, sometimes it will be assembled into a screen and then installed), the advertising lighting company (the general project is not very big, the self-assembled screen accounted for more, go local Wholesaler board or large quantity from the manufacturer to go board), LED wholesalers (mainly in major first-tier cities, have regional advantages, especially wholesalers in Zhengzhou, Henan), to adopt different coping strategies for different customer groups, different Protecting prices requires an in-depth study.
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