Strategy: Jindalai brand competitiveness analysis

Dealers choose brands, which are rational. Of course, dealers hope to choose a brand that is in the limelight, but they hope to be accompanied by a long-term brand with potential for development. Sun Zhengquan, general manager of Zhongshan Kendray Lighting Co., Ltd., is expecting the Jindalai brand from domestic sales to domestic sales. The media's report on the Jindal brand is particularly interesting. Because the replacement of the brand is a problem that dealers need to consider when approaching the end of the year. Therefore, many dealers call for advice: Where is the competitive advantage of the Jindal brand? Does it have long-term development potential? Can we find the answer through an interview with Sun Zhengquan? Lighting sales tends to be an important element of home decoration. While lighting the home, lighting has become an expert in creating a home atmosphere, making the space more individual and aura; lighting can also adjust people's mood, creating warmth, romance and warmth. Soft, quiet or warm atmosphere. Lighting has evolved to the point where it has gone beyond simple lighting. With the steady development of the social economy, consumers' lifestyles and needs are also moving toward high quality. The competition in the domestic lighting market is becoming increasingly fierce, but there are still not many high-quality brand lighting products. There is still a large market space for high-quality products, and high-quality products are still the future consumption direction. In the research and development direction of lighting products, the products with stylish appearance and simplicity, and the decoration and function are still the mainstream; the quality and appearance of the products are still the focus of consumers; the brand awareness and reputation are also the key to consumers' purchase. The price factor of the product still affects the consumer's decision. In the field of modern lighting, the competition tends to be fierce, prompting dealers to pay more attention to the atmosphere of lighting stores and the construction of storefront image. The unified store of the image is no stranger to the dealers. The marketing performance of the terminal display is playing, and the sales channel is forming a brand image. The store is a platform that expands into retail, home improvement design, community promotion, group purchase and building materials supermarkets. Analysis of Brand Competitive Advantage Jinda Lai has a history of 9 years since its establishment. In the years of hard work, it has created brilliant achievements; the scale of production has gradually expanded, the technical force is strong, the product quality is excellent, and it enjoys high at home and abroad. Reputation. At present, Jindalai's export business is very stable. On the basis of absorbing foreign excellent technical experience and deep understanding of the world's lighting design trend, it has refocused on the domestic market. Jindalai is standing on the international starting line. The technology and quality are in sync with the world level, allowing the people to enjoy the best products while enjoying the high quality of life and high taste of international fashion. In order to enhance the market competitiveness of the products, Jindallai also sent a professional market team, especially in-depth and meticulous analysis of the consumption characteristics and consumer psychology of the domestic market. Based on the statistical analysis of the data, the first batch of selected Domestic products, modern and simple design, the product line covers the middle and high-end full range, of which the mid-range products are the most distributed. Jindalai has strong cost control ability and scale competitive advantage, and makes the price very competitive under the premise of ensuring the interests of franchisees. Jindalai products are rich in product models at the mid-end price range, and the average price of the product series is moderate. It has a strong price competitive advantage in modern lighting brands. Jindalai pursues excellent product quality, and high quality is the guarantee of confidence when consumers purchase, which drives and promotes sales to improve.


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