There is no doubt that the industrial Internet has become the general trend, especially under the birth of the epidemic, “cloud” and “network” are more prosperous in all walks of life. In this new trend, how can the LED display industry give full play to the three advantages of deep cultivation channel, technology and data, and strive to integrate more valuable resource scenarios and more life-cycle targeted marketing solutions for brands, In order to achieve precise touch and efficient transformation, the “Internet plus brand industry” mode provides an excellent breakthrough for this purpose.
Build “Internet industry cluster + screen enterprise brand”
As we all know, Shenzhen in Guangdong, Nanchang in Jiangxi and Xiamen in Fujian are all well-known LED industry clusters in China. However, at present, only Shenzhen in Guangdong is a well-known LED display industry cluster at home and abroad. In fact, these industry clusters have not really integrated into the gene of the Internet. In the region, product development, production and sales are still “old wine in new bottles”, and the brand value of screen enterprises is still high It’s not fully activated and released.
In the era of great Internet, we need to make full use of Internet thinking and mode, build “Internet industry cluster + screen enterprise brand” based on regional industrial characteristics and industrial advantages, shape and spread the brand influence of regional LED display products with the help of Internet platform, make it become the endorsement brand of local industrial enterprise brand, and speed up the process of regional industrialization and marketization.
At the same time, relying on a single regional industrial brand can not completely enlarge and strengthen the whole regional industry and realize the brand development of LED display industry in the era of big Internet. It also needs to build a regional industrial brand cluster with strong competitiveness and premium power. Besides, screen companies should also consider how to exploit more advantages of the Internet in production, marketing channels, brand communication, marketing services and user relationship maintenance, and seek more brand innovation and value-added points, thus promoting the upgrading of industrial cluster brand to “Internet plus” industrial brand and gaining more brand premium.
Looking for suitable innovation
In the Internet era of endless innovation, the branding of LED display enterprises has no fixed standard and form, but has different presentation forms based on the characteristics of regional industries and LED display enterprises. Therefore, on the basis of brand building, screen enterprises first need their own “innovation points”, such as innovative technologies and services that are different from similar competitive products in the market, and then expand the influence of the brand with the help of the promotion advantages of the Internet platform. Meanwhile, the Internet plus brand is not simply a superposition of Internet and screen enterprises. Instead, it is based on the accurate grasp of the brand characteristics of enterprises, looking for the best entry points and innovative points to integrate the Internet, so as to truly create more influential and valuable “Internet plus brand”.
As we all know, the low-end market of LED display industry has been the backbone market for many years, but in recent years, with the intensification of industrial competition, especially the frequent price war, this “low threshold” market has shown a red sea trend. Homogenization of products, weak after-sales service and other issues add a bit of blood to the Red Sea. However, they want to move to the high-end market with high technical threshold and strong competitors, and many screen enterprises are unable to grasp the “brand” image. Under the trend of industrial Internet, strong screen enterprises in many segments also have more opportunities to deeply cultivate their own market brands, so as to take the opportunity to expand the market brand influence and successfully transition to the high-end market.
Editor in charge: Tzh