Aijuwa: Strengthen brand marketing ability to deeply cultivate the LED lighting market

[Highlight LED special article]

[Gonggong LED reporter Tang Guirong reported that “China has so many LED lighting companies, but until now there is no real national brand enterprise.” On June 9th, Jianzhisheng, president of the Shenzhen Ejwa Group, said at a press conference. Showing a hint of joy.

At the same time, the first batch of LED lights in Aiguwa successfully lit the Palace Museum in Beijing and was approved by the Palace Museum. Jian Zhisheng said that this is a combination of traditional culture and modern technology. At the same time, he also stated that with the maturity of LED lighting products, the lighting industry has ushered in a period of transition from traditional lighting to LED lighting.

“This period is also the best time to shape the brand.” Therefore, after Eijowa's strong capital investment in the layout of design, R&D, production, service, and sales, Jian Zhisheng also highlighted the marketing link. "The company's focus this year is to enhance brand marketing capabilities."

In the LED lighting smoke, the chaos of the market today, the price war of each company, quality war one after another. However, many LED lighting companies are very lacking in brand marketing capabilities. According to the "High-tech LED" observation, most of the LED companies do not have a complete marketing department, nor a perfect brand system.

Regarding brand positioning, Kan Zhisheng stated that Eihouwa will represent three aspects: First, with the shift of the world economic center of gravity, the weight of Chinese national enterprises will become more and more heavy. Eiouwar first positioned national brands, distinguishing between Philips and OSRAM. Foreign brands. Secondly, it is positioned as a leading LED brand in China and leads the market in terms of concept, product development, and marketing strategy. Third, to be a socially responsible brand.

In the next step, Eiguwa will enhance its brand marketing capabilities, participate in more public welfare activities, and promote the concept of energy conservation and environmental protection among consumers through microblogging, modern network technologies, and cooperation with mainstream media.

In fact, before determining the brand line, Jian Zhisheng had already strengthened his technology and market placement as early as two or three years ago.

Shenzhen Edvard Technology Co., Ltd., as the predecessor of Ejwah, has a unique manufacturing process in the LED lighting heat-dissipating end. It is designed with the organization's air flow to enhance the heat dissipation effect. At present, it has obtained the invention patent. In addition, with its special heat dissipation material, the thermal conductivity can reach 120, which can solve the problem of LED light failure.

After the technology matured, Aiguwa began the market layout. First, the headquarters was located in Beijing, and the Shenzhen company was a branch.

“Choosing to set up its headquarters in Beijing is mainly to consider contacting engineering orders.” Jian Zhisheng said that at present, the LED lighting market is chaotic, and many companies’ product quality and price are not guaranteed, and this is undoubtedly a major blow for dealers. "If there is no strong product quality and cost advantage, the premature laying of channels will only cause themselves to fall into the Red Sea."

Therefore, Ejouwa first targeted the engineering market. Jian Zhisheng said that the current focus of the market is project engineering, through the project market for companies to obtain the first phase of success. It is understood that the lighting projects currently completed in Aiguwa include the Beijing National Palace Museum, Shanghai Jiaotong University and other energy-saving emission reduction projects. "The engineering case is the best brand display."

For the future planning, Eiguwar said that its future goal is still in the retail market. At present, Eijuva will focus more on brand maintenance. After the cost and technology become more mature, they will benefit the distributors by taking the roads and let the Eihuava brand fly into the homes of ordinary people.