Talking about the social marketing of LED industry from "Expo Light Show"

Written in front of the words:

The social marketing of the LED industry, Mr. Pan Jiangen threw such a viewpoint at an international forum held by the CSA not long ago. The author deeply shares the same opportunity and shares this topic with you through the opportunity of the “World Expo”. Although LED social marketing is not the responsibility of a certain company, it is definitely the interest of each company. How to continue to write the industrial glory after the "World Expo"? Let us jointly make suggestions and suggestions.

"Expo Light Show" ignites the social marketing passion of LED industry

On the evening of May 1st, the Shanghai World Expo was unveiled in the eyes of the public. The three performances of the second half of the opening ceremony - "Light Show, Fireworks Show, Fountain Show" pushed the opening ceremony to the climax, Huacai Shanghai, Dream Pujiang This moment has rounded up a century-old dream of a great Eastern country.

This is just the beginning. In the eyes of Professor Hao Luosi (now a professor of Tongji University School of Architecture and Urban Planning), the head of the overall planning and design of night lighting for the 2010 Shanghai World Expo Park, the Expo Park is like a “double-faced beauty” – - The park during the day is solemn and elegant; the park at night is unusually embarrassing.

As the core area of ​​the Expo Park, the “One Axis and Four Pavilions” including the Expo Axis, China Pavilion, Expo Center, Theme Pavilion and Expo Cultural Center are also the key targets for night lighting design.

In the "One Axis and Four Pavilions", the large-area LED technology replaces the traditional lighting tools, which greatly reduces the lighting energy consumption, breaks through the lighting limitations of traditional light sources, and brings a visual feast.

In fact, as early as 2008, when Professor Hao Luxi took over the planning of night lighting for the Expo site, he formulated the overall design concept - the night Expo presented to the world, must be energy efficient, and at the same time show the characteristics of Shanghai landscape art lighting. .

The female designer who once set the main tone for the night scene of Hangzhou West Lake has created a very layered “late makeup” for the Expo Park. The park is divided into five levels according to the brightness, among which, the celebration square Expo Axis, central venues and other landmark buildings, park entrances and exits, orbital sites and other crowded areas are the brightest first-level lighting areas; integrated squares, activity green spaces, elevated walkways are secondary lighting areas; urban best practice areas are The three-level lighting area, while the parking lot, the main road outside the Expo site, and the branch roads in the park have lower brightness settings, which are defined as four-level and five-level lighting areas.

Because it is close to the peripheral area of ​​the residential area, if color dynamic light is used, it will not only affect the normal rest of the residents at night, but also cause light pollution. In different areas, set different brightness, with the use of different types of lamps, in the light and shadow world to achieve the "light and dark density is always appropriate" ideal effect.

According to reports, the night scene lighting planning of the Expo Park mainly presents five major characteristics:

In terms of strategy, it is to make the World Expo a highly efficient and energy-saving urban lighting demonstration;

In terms of culture, an ecologically-protected lighting mode that forms the historical sites of the Expo site;

On the technical level, the Expo will be the first large-scale integration of semiconductor lighting technology;

At the human level, enjoy the creative life brought by lighting technology through the interactive experience of lighting art and people;

In the industry, it promotes the maximization of the application of “Made in China” products.

Review of the domestic "LED industry social marketing" process

After reading this large section of the "Night Expo" lighting design, there must be a lot of people's ups and downs, bloody, especially a large number of people engaged in the LED industry. Indeed, when it comes to the "night Expo" lighting, LED light source is really indispensable. It is not surprising to see the newspapers on the major websites. Even CCTV's famous mouth Bai Yansong can "spray" the words "LED", which shows today's "LED". The reputation is no longer the past.

However, reviewing the development history of the LED industry in China for 7 years (2003-2010), and achieving today's social awareness and attention, the role of "LED industry social marketing" can not be ignored.

In 2003, when semiconductor lighting (LED) entered the pre-argument stage as a "promising scientific and technological project", there were very few people who knew "LED". The actual situation at the time was that some companies were doing various low-end products related to LEDs and selling them on the market, but everyone did not know how to make their products more value-added and easier to sell.

In 2004, a group of entrepreneurs and scientists with strategic vision set up the “National Semiconductor Lighting Engineering R&D and Industry Alliance (CSA)” around the “Semiconductor Lighting” technology research project, using collective wisdom and strength to do technology research and development. At the same time, it expands the visibility of the industry.

In 2005, more relevant enterprises and scientific research institutions found the “organization”, and everyone volunteered to cooperate spontaneously.

In 2006-2007, “Semiconductor Lighting” was first included in the National “Eleventh Five-Year Plan” and became a major special project. At this time, "smart companies" have begun to use the "LED concept" to increase the added value of products.

In 2008, under the tremendous pressure of the US International Trade Commission (USITC) waving the "Intellectual Property Stick" to engage in the "337" investigation, China's LED products showed a fascinating dream light in the "Olympic Project and Opening Ceremony". .

In 2009, “Ten Cities and Ten Thousand Cities” were squandered by the major media, and the “LED Street Lights” have already reminded 21 cities to remember this industry.

In 2010, the opening ceremony of the “Shanghai World Expo” and the night lighting of the park once again pushed the LED industry to a climax.

The author believes that this series of actions has laid the foundation for the "social marketing" of the LED industry. What is "social marketing"?

Social marketing is a solution that uses social public welfare values ​​to promote business services or use commercial marketing methods to achieve social welfare purposes. Social marketing often takes advantage of a social event with extreme focusing effect. From the nature of the event itself, social marketing also manifests itself as political marketing, cultural marketing, etc.

With the global environmental damage, resource shortage, population explosion and other issues become more and more serious, the demand for marketing entities (industries, enterprises, institutions, etc.) to take into account the overall interests of consumers and long-term interests (ie, social interests) is getting higher and higher. The marketing community has proposed a series of new ideas. Such as the human concept, the intelligent consumption concept, and the Ecological Imperative concept.

From the interpretation of the concept of "social marketing", we can easily find that the LED industry is intrinsically in line with the social interests of "sense consumption, ecological norms", and since the LED industry has gradually entered the people's field of vision, it has been inclusive by the consumer groups. Even though the industry is still immature, many people in technology and application are not completely "driving", but everyone still gives full understanding. This is the positive role played by "social marketing" in the development of the LED industry, but it is not the purpose. Personally, the ultimate goal of social marketing in the LED industry should be to create a harmonious and environmentally friendly world of light for mankind.

Experience summary and development trend of LED industry social marketing in China

Two points of experience:

Don't make "LED" a concept - technological innovation and product quality are still the foundation of social marketing in the LED industry

The skin does not contain hair will be attached - LED industry social marketing is not the responsibility of a certain company, but it is definitely the interests of each company, the collective wisdom and strength

Two trends:

From the big to the strong signal - to create an international brand of semiconductor lighting with an open attitude

The evolution from the niche to the masses - indoor lighting will be the new direction of "LED industry social marketing"

It is true that the LED industry social marketing still needs “big hand”, let us wait and see.

The above is just a statement, welcome friends from the industry to share and share.