Xu Changcai: Positioning "first" to stand out

December 06, 2019

On August 18th, at the CMO conference of the 9th High-tech LED Industry Summit Forum, applause took place one after another. The theme of the conference was “Brand Winning, Channels Are King.” The conference attracted more than 100 guests from the LED industry. Due to the full seats, some of the audience even stood at the gates and walkways.

Xu Changcai, director of the Sidon Lighting Brand Promotion Center, delivered a passionate speech. He said that the recent London Olympics has just ended and I believe that China has many gold medals. Everyone knows very well. But what is the silver medal, and the bronze medal is not clear to everyone. Consumers only remember the first, to do the LED market, we must be the first. But it has a lot of firsts, not that it is the first, others are not the first. For example, LED bulb replacement is the first, LED lamp strip is the first, LED light fixture can be used first, LED price is the first, and even the power can be the first, the luminous efficiency is the first, but it must be Find a first. Then it is the promotion first, what is this first standard? Light effect is still display, or social existence.

"After we find the right point, then tell the story. How to tell? Who to talk about? This is not important, the key is to continue to talk. You may be embarrassed to say it yourself, even if you can't do it first, you are not the first. Far away, you have to say the first thing yourself, because Party A doesn't know who is the first LED. Even the so-called market distributors, dealers, and engineering companies are not sure who is the first. First, don't give others overlap, propaganda is the first, people remember you, sales are coming." Xu Changcai pointed out.

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