At the just-concluded 19th Guangzhou International Lighting Exhibition, exhibitors showed their talents, not only in the exhibition of light, but also introduced many lighting technologies and solutions. The LED lighting forum during the exhibition was unique. . In the four-day survey, the author found that more than 95 of the exhibitors in this exhibition are LED industry practitioners, which is closely related to the rapid development of the LED industry. However, in this big wave of LEDs, there are also some industry innovators who are seeking differentiated development. If it does not erupt in homogeneity, it will perish in homogeneity. In the 2014 Guangzhou International Lighting Exhibition, companies increased their efforts to develop differentiated products. For example, Shenzhen Haoxuan Technology Co., Ltd. upgraded and matured the current fluorescent lamp products, and innovatively developed insulation-type energy-saving lamp casings to provide people with a more low-carbon, comfortable, safe and healthy lighting life; At the booth, the LED filament lamp with the characteristics of nostalgic incandescent lamps became the scent of this year's exhibition. Visitors who came to witness and consult the filament lamps were in constant stream. This new technology, which uses LED technology in the form of incandescent lamps, can be seen as a replacement for incandescent lamps, but at the same time it is a new product of LED lighting. 2014 is the first year of LED lighting. From the scale of the exhibition and the exhibiting enterprises, it can be seen that the next two years will be the year of killing LED lighting enterprises. In the future, many backward SMEs will be eliminated. How to use funds, technology, talents, Leading the way with innovation and development will determine his future development in the LED lighting industry. Differentiation is the only way for every lighting company to get rid of the current LED confusion, but how to seek differentiation has become a difficult problem for enterprises. However, only to find out the positioning of their own enterprises, to do differentiated products, differentiated services, we can certainly walk out in the LED market. As Shan Cun, the marketing director of Yanxuan Technology, said, the future lighting will not be the one who replaces them, but each has its own advantages, each with its own market. To this end, they innovate in the LED wave, research and development of insulation-type energy-saving lamp casing, its energy-saving and environmental protection based on the entire life cycle of the product, covering the production process, use links, maintenance and replacement links, recycling and recycling links, comprehensive integration Consider to achieve deep energy savings. The search for differentiated products in homogenization is in line with the concept of promoting energy conservation and environmental protection in today's countries and industries, and has received a certain response in the market. The differentiation of products will certainly make the company slightly better than the competition. It is also the key to the current 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. Just as Otlan's full-time marketing model is a clear example of differentiation. The core of this model is to help dealers sell goods. In this marketing model, dealers have received a lot of assistance from manufacturers, including image store design, terminal advertising, store management, promotion, terminal image decoration, after-sales service and other assistance. Breakthroughs and innovations are not limited to product design. Many factors in the overall achievement of the brand are the breakthroughs for enterprises to seek differentiated access to terminal recognition and occupy the terminal market. In short, the use of differentiation is extremely flexible and diverse.
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