LED companies must not find the wrong opponent
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The replacement of traditional lighting with LED lighting is an inevitable trend. This replacement is not only the replacement of products, but also the replacement of brands. It is also the change of market position between manufacturers and manufacturers, merchants and merchants, just like the replacement of Apple and Samsung in the mobile phone industry. Nokia and Motorola. In this fierce replacement battle, traditional lighting and LED lighting, who can win in this war without smoke, has long been conclusive.
The market is competitive. To win in the battle of substitution, it is necessary to clearly replace the target, must have an opponent, and must also identify the opponent. Finding the wrong opponent will inevitably lead to waste of resources, misguided and loss of confidence, making competition difficult to win. There are three main types of so-called wrong opponents:
The first category is different categories of opponents. For example, the home lighting is aimed at commercial lighting opponents, and the circulation type is against the project type opponents. The reason for this phenomenon is: 1. The characteristics of LED lighting make the boundary of product form begin to blur. For example, the ceiling lamp and downlight are gradually converging, which makes it difficult for business owners to define the category of the product or even the type of business; 2. New LED Enterprises cross-border into lighting, light sources and lamps have not been able to distinguish clearly, see who their products like who killed.
The second category is the opponent who has made a mistake. Nowadays, there are quite a lot of such enterprises, and the business is happy to report every day. Especially for the new LED companies, seeing the LED companies in front of them doing great work, they tried their best, and the products and marketing were the same. What makes them unexpected is that the previous companies have actually made mistakes in products and marketing, and finally making mistakes is inevitable.
The third category is an opponent that is too far away. Many companies are ambitious and dreamy, and they always think of destroying NVC instead of Philips. Just like you want to be a sprinter, you think about going beyond the world's first Bolt. This kind of high-spirited mentality is very easy for the company to lose its direction, to break away from its actual ability and resources, to deviate from its own advantages and strengths, to waste money and resources to establish the so-called advantages that it cannot control. The opponent is too far away, and the opponent's market and customers are difficult to reach, fight for and replace. The opponent is too far away and the goal is very far away. In the end, everyone would rather give up and stop fighting hard.
When looking for an opponent, avoid finding the above three types of opponents, only to find the right one, only have the opportunity to find the weakness of the opponent, only have the opportunity to find the opportunity to replace the opponent, in the replacement competition will also have a chance of winning.