Project background:

Energy-saving lamps are lighting that use light-emitting diodes (LEDs) as light sources. They have the characteristics of low power consumption, long life, rich colors, vibration resistance, and strong controllability. They are one of the energy-saving and environmental protection industries with great development prospects. With the enhancement of residents' awareness of environmental protection and the technological progress and cost reduction of LED lighting products, LED lighting is gradually becoming one of the hot industries in the global economic development. LED lighting has been recognized by the world as the third lighting revolution in the history of human lighting.

According to statistics, the global LED lighting market will reach $55.1 billion in 2019 and is expected to reach $76.2 billion in 2023, with a compound annual growth rate of 8.4. As the world's largest producer and consumer of LED lighting, China's LED lighting market will reach $20.3 billion billion in 2019, accounting for 36.8 percent of the global market, and is expected to reach $27 billion billion in 2023, with a compound annual growth rate of 7.4 percent. The main application areas of China's LED lighting market include home, commerce, industry, office, education, etc., of which the home field accounts for the largest proportion, reaching 40.5 percent, the commercial field accounts for 23.5 percent, the industrial field accounts for 16.2 percent, the office field accounts for 9.8 percent, and the education field accounts for 10 percent.

Customer pain points:

The customer is a well-known energy-saving lamp brand in China, mainly producing and selling various types of LED lamps and light sources. The products cover many application fields such as household, commerce, industry, office, education, etc. Customers in the domestic market has a high reputation and reputation, product quality and service has been widely recognized and praised. However, customers also face some challenges and confusions, mainly the following:

-Market competition is becoming increasingly fierce, homogenization is serious, product prices continue to decline, profit margins are compressed.

-The market demand is diversified, and consumers' requirements for product personalization, intelligence, and humanization are constantly increasing, and product innovation capabilities are insufficient to meet the new needs of the market.

-Market channels are scattered, management is more difficult, brand image and communication power are not strong, and market share and influence cannot be effectively increased.

-The market size and growth potential are limited, and rapid expansion and sustainable development cannot be achieved. New growth points and breakthroughs need to be found.

Project purpose:

In September 2023, in order to help customers solve the above problems, Shangpu Consulting Company was entrusted by customers to carry out energy-saving lamp market research and brand positioning strategy project, aiming to provide customers with the following services:

-In-depth understanding of the current situation, trends, opportunities and challenges of the energy-saving lamp market, research the market position, competitive advantages and disadvantages of customers, and assess the market potential and risks of customers.

-Comprehensive investigation of consumer demand, preferences, purchase behavior and satisfaction, revealing consumer pain points and demand points, mining consumer potential demand and value.

-Systemically investigate competitors' products, prices, channels, marketing and brand strategies, identify competitors' strengths and weaknesses, and discover competitors' strategic loopholes and opportunities.

-Based on the results of market research and competition research, formulate reasonable brand positioning strategies for customers, including brand vision, brand mission, brand value, brand core competitiveness, brand image, brand slogan, etc., as well as corresponding brand communication strategies to help customers Create unique brand differentiation advantages, enhance brand awareness and reputation, and enhance brand loyalty and influence.

-According to the brand positioning strategy, we provide customers with product innovation suggestions, including product function, design, quality, intelligence, personalization, etc., to help customers meet the diversified needs of consumers and enhance the added value and competitiveness of products.

-According to the brand positioning strategy, to provide customers with channel optimization suggestions, including channel structure, channel management, channel incentives, channel services, etc., to help customers build an efficient channel system, expand market coverage and penetration, improve channel efficiency and efficiency.

-According to the brand positioning strategy, to provide customers with marketing planning advice, including marketing objectives, marketing strategy, marketing mix, marketing budget, marketing execution, marketing evaluation, etc., to help customers develop effective marketing programs, increase marketing and publicity, improve market sales and returns.

Research object:

The research objects of this project mainly include the following three categories:

-Consumers: Through online and offline methods, questionnaires and interviews were conducted on users and potential buyers of energy-saving lamps, and a total of 1000 valid samples were collected, covering different regions, ages, genders, income, education, Occupation and other characteristics ensure the representativeness and effectiveness of the sample.

-Competitors: Through public information, network information, market observation, mysterious customers, etc., we conducted in-depth research on the main competitors of the domestic energy-saving lamp market, and selected 10 representative competitive companies, including Philips, Opal, Rex, Sidon, Qiyi, Guzhen, etc., covering different market positioning, scale, products, channels, marketing, brands, etc, ensure the comprehensiveness and accuracy of the research.

-Industry experts: Through telephone, email, video, etc., professional interviews were conducted with relevant experts, scholars, media, associations, and governments in the energy-saving lamp industry, and a total of 20 industry professionals with rich experience and authoritative opinions were invited., Covering different fields, angles, opinions, suggestions, etc., to ensure the professionalism and authority of the interview.

Project Content:

The project content of this project mainly includes the following parts:

-Market research: Through the collection and collation of various data and information, the scale, structure, growth, trends, opportunities, challenges, etc. of the energy-saving lamp market have been comprehensively investigated, revealing the current situation and development direction of the market, and providing customers with The macro perspective and strategic guidance of the market.

-Consumer research: Through the design and implementation of questionnaires and interviews, in-depth research on consumer demand, preferences, purchase behavior and satisfaction has been conducted, revealing the pain points and demand points of consumers, and digging out the potential of consumers Demand and value provide customers with a micro perspective and action guidance for consumers.

-Competition research: Through the collection and collation of various data and information, a systematic survey of competitors' products, prices, channels, marketing and brand strategies has been conducted, the strengths and weaknesses of competitors have been identified, and the strategic loopholes and opportunities of competitors have been discovered, providing customers with a meso perspective and response guidance for competition.

-Brand positioning strategy: Based on the results of market research, consumer research and competition research, a reasonable brand positioning strategy has been formulated for customers, including brand vision, brand mission, brand value, brand core competitiveness, brand image, brand slogan, etc., And the corresponding brand communication strategy to help customers create unique brand differentiation advantages, enhance brand awareness and reputation, and enhance brand loyalty and influence.

-Product innovation suggestions: according to the brand positioning strategy, we provide customers with product innovation suggestions, including product function, design, quality, intelligence, personalization, etc., to help customers meet the diversified needs of consumers and enhance the added value and competitiveness of products.

-Channel optimization suggestions: according to the brand positioning strategy, we provide customers with channel optimization suggestions, including channel structure, channel management, channel incentive, channel service, etc., to help customers build an efficient channel system, expand market coverage and penetration, and improve channel efficiency and efficiency.

-Marketing planning advice: according to the brand positioning strategy, to provide customers with marketing planning advice, including marketing objectives, marketing strategy, marketing mix, marketing budget, marketing execution, marketing evaluation, etc., to help customers develop effective marketing programs, increase marketing and publicity, improve market sales and returns.

Project Value:

This project provides the following value to the customer:

-Help customers fully understand the current situation, trends, opportunities and challenges of the energy-saving lamp market, and provide strong support and basis for customers' strategic decisions.

-Help customers to understand the needs, preferences, purchase behavior and satisfaction of consumers, and provide effective guidance and suggestions for customer product innovation and marketing.

-Help customers systematically investigate competitors' products, prices, channels, marketing and brand strategies, providing a strong guarantee and improvement for customers' competitive advantage and market share.

-Help customers to develop a reasonable brand positioning strategy, brand building and brand communication for customers to provide a professional program and services.

-Help customers to enhance the added value and competitiveness of products, and provide continuous improvement and optimization for customers' product quality and service level.

-Help customers optimize channel system and channel management, providing significant improvement and growth for customers' channel efficiency and effectiveness.

-Help customers plan and execute effective marketing programs, provide extensive coverage and penetration for customers' marketing and publicity, and provide stable growth and guarantee for customers' marketing and returns.