This year's market is just as everyone expected last year - "business is very slow." When many LED companies lamented that they "finally got through the difficult period in the first half of the year," they suddenly discovered in July that the difficulties in the second half of the year are coming again, and may even be more difficult. As early as the first half of this year, news of "running away" by many enterprises and logistics companies was exposed in Dengdu Ancient Town. In previous years, "running away" incidents often occurred in the second half of the year, but this year there are early signs. From this point of view, the market situation this year can be imagined.
The lighting industry is very seasonal. July, August, and September are the traditional off-seasons for the industry. These three months have naturally become a "big test" for many companies. Although everyone often encourages each other to say that "there are only off-season thoughts, there is no off-season market", the reality is that it is indeed "bleak". For some companies, "bleak" is not an exaggeration to describe it.
Under the "bleak" situation, companies can only "resign themselves to fate"? Obviously no one wants this, just like what everyone often says, "Build the market in the off-season and sell sales in the peak season." This should be the core idea of off-season marketing. To do sales is to capture the maximum sales; to do marketing is to gain the commanding heights and strive for long-term strategic advantages. When demand is not strong in the off-season, companies should place more emphasis on competition orientation in their marketing, focusing more on the market and observing and analyzing competitors.
You must know that it is necessary to do market work well in the off-season. However, there is such a phenomenon in the lighting industry. At the beginning of the new year, before and after the Guangzhou International Lighting Exhibition and the Guzhen Lighting Expo, various companies carried out various marketing activities on a large scale. Some companies even carried out activities in multiple regions in one day, and they were very busy. But in July, August, and September, the entire industry collectively lost its voice, and work in the market basically stopped, leaving "marketing in the off-season and sales in the peak season" stuck in words. From a business perspective, this is understandable. As sales decline, it is natural to reduce costs.
However, as everyone knows, carrying out marketing and other activities in the off-season can not only lay a solid foundation for the following peak sales season, but also stand out from many brands. During the peak season, when everyone is carrying out various activities, it is not that easy to get the attention of the media and dealers, and the cost is higher. But when everyone is silent, you choose to exert your efforts and carry out some activities at this time, like a red flower among green leaves, it is very dazzling and easily attracts attention from all aspects.
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