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Do lighting, if you do not export, I am sorry, you may have already gone out. CSAResearch statistics show that nearly 10,000 LED lighting companies in China, including nearly 7,000 companies involved in exports.
Whether it is a listed company or a small family business with a size of only a few million, whether in the coastal or inland areas, the sea has become a way for lighting companies to try their best to test the water, and each company is trying to find a suitable market for the global market. Road to Success.
The scale of the overseas lighting market is also gradually expanding. CSAResearch statistics show that in 2011-2013, China's exports to Asia, Europe, North America, Latin America, Africa, Oceania and other six continents market, the annual export growth of nearly 50. 2011 exports of 1.58 billion US dollars, 2012 It grew to $2.65 billion and continued to grow in 2013, reaching $5.05 billion.
Although the export of LED lighting products in China is showing a thriving scene, there are various problems behind the gratifying.
In particular, in foreign countries, Chinese manufacturing has often become synonymous with bargains. When some foreign businessmen buy products from Chinese lighting companies, they tend to keep prices low. In their view, as long as they are Chinese-made products, they are worth the price.
In this regard, relevant sources pointed out that many export companies have poor brand and management awareness, low technical content, and limited profit margins. The situation is not optimistic.
Quantitative tree brand Some foreigners have MadeinChina is the illusion of low quality, and the lighting industry is no exception. During this year's Frankfurt exhibition, it is difficult for Chinese pavilions to gain the respect of international merchants. Many Chinese companies have to spend a lot of money on exhibitions in other pavilions.
It is really difficult to change this concept. From OEM to brand, the illusion of low quality is also an insurmountable gap in front of Chinese export companies. According to the investigation of the reporter, among the nearly 7,000 export enterprises, the OEM and ODM methods are still the mainstream, and there are not many companies that can promote products with their own brands overseas.
CSAResearch statistics show that among thousands of companies, Shenzhen Shiyu Hongguang is a private enterprise specializing in exporting LED tubes, and the export volume of LED tube lamps has entered the top 30 of the series of export products.
Shiyu Hongguang's unique and multi-series products and its differentiated product strategies have undoubtedly found a good way to survive in overseas markets.
In 2013, the company's export volume reached 90 million yuan, accounting for 90% of the company's overall revenue. The products are mainly sold to the Middle East. Liu Yuhai, sales manager of Shiyu Hongguang, told reporters that foundry is the most important business model now, and private brands are temporarily unable to consider them.
Shanxi Guangyu is a private enterprise that entered the semiconductor lighting industry in 2000 and has maintained a rapid growth trend in the LED industry. According to statistics from CSAResearch, its 2013 street lamp export ranking is close to 20.
Dai Feng, general manager of Shanxi Guangyu, said that Shanxi Guangyu's export products account for 40-45 of the company's annual sales. The main products are concentrated in Guangyu's highly advantageous street lamps and industrial and mining lamps, which are mainly sold to European and American markets, and most of them. The products are mainly ODM.
It is very difficult for Chinese companies to play brands abroad. It is necessary to invest a lot of manpower, material resources and financial resources to increase the awareness of local people. The understanding of local culture requires long-term cultivation. It is a big challenge for lighting companies that are not large and do not have international influence.
Dai Feng said that especially in the European and American markets, the brand is relatively mature, and it is difficult for emerging brands to integrate. However, in some relatively backward countries, the market space is very large, and the brand recognition of the market is still immature. Guangyu is a strategy to consider adopting its own brand.
A small number of Chinese companies with extensive overseas experience have begun to cultivate their own overseas brands.
CSAResearch statistics show that Sichuan Jiuzhou's total exports in 2013 ranked in the top 30 of all export enterprises. We have been exploring overseas markets since the 1990s, and lighting exports can achieve better results, which is also derived from the understanding of the market. , the accumulation of customer resources. Xie Yongjun, general manager of Sichuan Jiuzhou, told reporters.
The concentration of lighting brands is relatively low. Jiuzhou attaches great importance to self-branding, and now 2/3 of its export products use its own brand. Xie Yongjun said that the proportion of Jiuzhou Overseas's different channel markets is 30% for stores, 30 for projects, and 30 for agents, which also laid a good foundation for the construction of private brands.
In view of the current status of most enterprises relying on OEM export trade mode, some industry experts pointed out that due to the low gross profit margin of OEM products, the profit level of enterprises is very sensitive to price, and often the export price drops by 10, enterprises will face unprofitable. Even a loss. Under such circumstances, once the world economy is in recession or financial crisis, it will be easily affected or even devastating.
Correspondingly, the world's 10 internationally renowned brands occupy nearly 60 market share. The key to the lighting market is not to see which country the product is produced, but to see what brand to use when selling.
However, the current situation is that when the current LED lighting pattern has not yet been determined, for more Chinese companies, it is only possible to survive and grow before they can qualify to talk about the brand.