Guangdong Guzhen Lighting: Creating the “Brand Capital” of the Lighting Industry
2019-05-02

广东古镇灯饰:打造灯饰产业的“品牌之都”


At present, the global lighting industry is developing towards technology, creativity and branding. The traditional “three new” (new technology, new technology, new materials) is gradually being transferred to “five new” (adding new ideas and new models). ), the most outstanding performance is: a new concept of creative design incorporating cultural elements, a new model of brand marketing close to the consumer group.


The lighting industry in Guzhen Town, Guangdong Province has realized from simple individual processing, business-to-business, to art capital and brand creation focusing on lighting design; enterprises from advocating large-scale production of giants to highlighting the rise of cultural personality; from a large number The rise of the lighting brand formed a 'lighting street', to enter the professional high-end lighting store brand era, to form a group of brand direct marketing alliance, industrial chain collaboration complex. Guzhen Town has become a veritable “brand capital” composed of more than 10 collective trademark communities such as “China Lighting Capital”, “Guzhen Lighting” and “Guzhen Light Expo” and its own brand. It currently has lighting. And its accessories brand merchants 8960.


Have a relatively complete industrial chain and value chain


Since the reform and opening up, Guzhen Town of Guangdong Province has vigorously developed the lighting industry, forming a lighting industry cluster with the town of Guzhen Town as the core, radiating the surrounding 11 cities and 11 towns, with annual sales exceeding 100 billion yuan, and has become a certain scale lighting production in the world. Base and sales center. Since 2002, it has won the honor of “China Lighting Capital”, mature industrial chain, wide market sales channels and continuous introduction of innovative products. It is the “three magic weapons” for Guzhen Lighting to occupy 70% of the national market.


In recent years, with the constraints of resources and environment and the continued sluggish economy at home and abroad, the lighting industry has developed its technology and market to a “peak”. In order to adapt to the new normal of economic development and to courageously change the industry, Guzhen Town needs to solve its own research and development capabilities. Not strong, the technology innovation system is not perfect, the brand is big and not strong. Among them, the classification of no standards, brand no reputation, terminal no word of mouth and other 'three stateless', is precisely one of the important reasons for the lighting industry is difficult to create a mass brand. At the same time, the lighting itself belongs to the industry with high concentration and low attention in the field of pan-home. The brand channel is insufficiently cultivated and it is difficult to fully cover the end consumers. This is also an important reason why the lighting brand can not be widely recognized by the public.


From 'selling products' to 'selling ideas' and 'selling designs'


In 2014, Guzhen Town became a pilot area for regional brand building of national industrial clusters. The party committee and government of Guzhen Town took intellectual property as the starting point, adhering to the development concept of “Intellectual Property Driven Design, Design Drives Brand Innovation, Innovation Drives Industry Development”. Create a regional brand of “Guzhen Lighting”. First, efforts will be made to promote the “model innovation” of the lighting industry, from “selling products” to “selling ideas” and “selling designs”, and strive to seize the products according to customer needs, product design, light environment creation, and artistic value. The intelligent high-end of the lighting industry chain. Second, relying on the four strategies of industrial marketing, headquarters economy, regional brand and exhibition economy, improving business hardware, innovative marketing methods, and enhancing regional brand reputation, etc., to gather global merchants, to create a global lighting industry lighting center, and to promote Guzhen Town to become a global lighting technology. R & D innovation base, high-end design and manufacturing and exhibition base, lighting trend trend release base and lighting culture and art display base.


In the past few years, Guzhen Town has invested 650 million yuan to build a productivity promotion center, and cultivated a key common technology support platform for modern lighting design and manufacturing, such as intelligent lighting, 3D printing, creative design, e-commerce marketing, optoelectronic materials, and intelligent production. Leading scientific and technological innovation, implementing the synergy strategy of intellectual property and brand innovation, relying on strong innovation ability and quality products to create independent intellectual property brand. Opened the development path of “Technology Innovation→Patent Confirmation→Patent Cluster→Patent Alliance→Patent Standard→Brand Innovation”, forming “Brand Innovation→R&D→Innovative Intelligence Achievement Confirmation (Patent Authorization, Trademark Registration)→Intellectual Property Conversion→ A virtuous cycle of profit growth → re-investment in research and development → profit growth and growth]


International visibility and reputation


Nowadays, the lighting of Guzhen has already abandoned the 'imitation' and developed into the 'creation' to win, and the independent intellectual property brand has sprung up. Up to now, Guzhen Town has 26 national high-tech enterprises, 3 nationally recognized professional lamps and lanterns, 3 provincial engineering research centers, municipal engineering technology centers or 16 new R&D institutions. The number of independent intellectual property brands has increased year by year. The influence of the brand of Guzhen Lighting has continued to increase. In 2015, Guzhen Lighting Industry's total output value reached 17.66 billion yuan, with a total export value of 870 million US dollars. The products are not only sold well throughout the country, but also exported to more than 130 countries and regions such as Hong Kong, Macao and Taiwan, Southeast Asia, Japan, the United States and Europe. Reputation and reputation.


With the continuous development and development of the lighting industry in Guzhen, the lighting industry in Guzhen has entered the new field of LED lighting from general lighting. The products have been extended to indoor and outdoor decorative lighting, commercial engineering lamps, and extended to the supporting links of packaging and accessories, forming a professional design. Production to lighting accessories, electrical components, light sources, special materials, processing equipment and other supporting industries, showing a dynamic and accelerated development trend, 'Guzhen Lighting' regional brand influence continues to improve. Guzhen Town has won a series of honorary titles such as “National Torch Plan Lighting Equipment Design and Manufacturing Industry Base”, “National New Industrialization Industry Demonstration Base”, “National Foreign Trade Transformation and Upgrade Professional Demonstration Base” and “Guangdong Semiconductor Lighting Industry Base”. 


Source: People's Network