For a long time, most of the LED display company industry products are used for engineering construction, and the versatility is not strong. Therefore, most “barbaric growth” companies are often only satisfied with immediate interests, ignoring brand building and malicious trademark infringement cases. A similar situation occurs not only between industries but also between industries. Well-known companies such as Barco, Cree and LEDSINO are often victims of trademark infringement. It is not uncommon for some companies to use the same voice, the same word or a similar LOGO to form a famous phenomenon.
Due to the low prevalence of LED display products, some LED Display Companies that have appeared in the era of “barbaric growth” only pay attention to immediate interests and “one hammer sales”, and subconsciously do not regard the infringement of others’ brand rights as unethical behavior, neglecting Using the end-user experience, even in order to chase short-term interests and evade responsibility, often changing the company name seriously affects the overall customer-level evaluation of the domestic LED display industry, which is why we should strengthen brand building.
Of course, we must admit that building a brand is a long and unpredictable process. In the process of building a brand, we must abandon the bad habit of being polluted in the barbaric growth period and complete the company’s own restrictions. “sales” ideas, focus on customer experience, improve their own quality, shape brand image, create new consumer demand, increase the recognition of application customers, and ultimately establish a brand. reputation.
If the company wants to do all of this, it will inevitably lead to increased costs in the short term and conflict with early operational thinking. But we also need to see the same return after successful brand building.
In the entire LED display market, it is in an era of new and old kinetic energy conversion. The homogenization brought about by the era of “savage growth” has become very serious. It has begun to standardize, new and more general products are gradually being replaced, whether in the current product homogenization trend, or more standardized and generalized in the future, the brand will become the only identification mark in the enterprise. The market, as an added value of the product, will bring additional profits to the company. In the face of today’s Sino-US trade war, we should see that although China’s LED display companies have begun to awaken brand awareness, the gap with international first-class brands is still not small, and the status of “big but not strong” will continue.
For a long time, although China’s LED production capacity has reached an important level in the LED display industry, it still cannot hide the reality that Chinese companies are barely ranked second in the international brand awareness. Although the crisis of Sino-US trade war is likely to affect the entire LED display industry, if LED display companies can take this opportunity to precipitate their own quality, establish their own brand image, and give full play to the subjective initiative, there is no crisis. At the time of the Sino-US trade war, the possibility of overtaking at the corner was realized.
China’s market is huge, but only going out is the company’s ultimate development direction. Only by actively “going out” can we gain a broader space for development. If we want to go out, we must have our own brand. Although the “famous brand” can get the benefits of the moment, it can only be a wedding dress for people. Fortunately, everything is moving in the right direction.
The brand awareness of China’s LED display companies has gradually awakened, such as Unilumin, Absen, Leyard, LEDSINO and other well-known domestic enterprises, responsible for the establishment of corporate content. Brand intellectual property protection department. It is conceivable that as more and more companies begin to value and build their own brands, the space for these companies to profit from barbaric growth will become narrower and narrower, and eventually they will only survive the cracks in the market. Until they are in a hurry. Out of the market.
Although China’s LED display industry has already occupied 80% of the global market share, today, when people mention internationally renowned companies, Chinese LED companies are still in the “unnamed” status, which means that although Chinese companies occupy A large number of markets, but can not completely transform the market into profits, and can not have their own voice in the profit. Just like Apple and Foxconn, the former relies on R&D and branding and draws high profits, while the latter can only rely on labor-intensive industries to charge a small profit margin. We should see that for LED display companies, homogenization is becoming more and more serious, market segmentation is becoming more and more detailed, and emerging companies are constantly joining the industry. This is a challenging era, but the core technology of LED is constantly being overcome. The advantages of LED display have been further enhanced. The increasingly widespread application of LED display also indicates that all practitioners are also an era full of opportunities. In this era of opportunities and challenges, hope in the market. Companies that are faster than others have chosen to strengthen their own brand building. However, brand building without any clue can build a brand of the company and maximize the benefits?
The answer is obviously no. Before companies can build their brands, they must consider the following three issues: 1. What to sell (build a brand – what can I do)?2. Who to sell to (promote brand – who is my customer)?3. How to sell (dig the brand – how to serve customers)? Only when there are clear answers to the three questions, can the company successfully recognize itself, accurately position the market to be faced, and develop a good strategic layout for its own brand building. 
Brand building, is not a one-off effort, applying for a brand is only the beginning, the brand can become The image of a company, even becoming a representative of an industry, must first be based on the good quality of its own products, and the good quality of its own products, in turn, can promote consumer awareness and recognition of the brand.
Therefore, for LED Display companies, only by raising the brand strategy to the height of the overall strategy of the company, rather than staying at the bottom of the construction or directly in the slogan and form, can they win themselves in this fierce competition of “the muddy sand” A place for you. Within the industry, well-known companies such as Unilumin, Absen, Leyard, LEDSINO have taken the lead in brand building, but we still hope that more and more LED display companies will be able to let go. The ideological ambiguity, broaden the horizon, and build an internationally renowned brand that belongs to “Made in China”.
