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This is the worst era, and this is also the best era. The survival and protection warfare of LED lighting companies has already begun.
It is understood that Foshan is a gathering place of traditional lighting and lighting industry. At present, there are 1,200 traditional lighting and lighting enterprises in the city, most of which are involved in LED lighting. Foshan's LED industry 80 is concentrated in Nanhai and Chancheng, with an annual output value of more than 20 billion yuan. . Most of the lighting companies in the Foshan area are doing downstream product application, and there are very few companies that do large-scale LED packaging.
In the Foshan area, 50 companies were randomly selected for investigation and some data were extracted for industry reference. As can be seen from the chart 1, Foshan regional lighting companies mainly focus on export and domestic sales, and fewer enterprises focus on export. With the increase in export thresholds and the release of domestic market demand, companies are more willing to invest in the domestic market.
Most of the lighting companies in Foshan have many years of experience, a good foundation, a thorough understanding of lighting technology and optics, and a relatively rich product type. Less companies specialize in R&D and production of single products (as shown in Figure 2). .
As shown in Figure 3, it is precisely because Foshan's lighting companies have experienced a transition from traditional lighting to LED lighting. In the development process, there has been a certain channel reserve, whether it is traditional channels, engineering channels, or e-commerce. Channels are constantly trying. After the advent of the LED lighting era, more and more companies have found that the channel model must be innovative. Only a single channel model in the past can no longer support the development needs of enterprises, and must establish a diversified channel model. It is agreed in the industry that Foshan has concentrated more high-quality lighting enterprises. According to Chart 4, among the 50 companies surveyed randomly, 60 companies have a turnover of less than 100 million, and the lighting industry generally has a turnover of over 100 million. As a preliminary criterion for testing the scale of enterprises, it means that there are still quite a few enterprises in Foshan still in a state of survival. However, many respondents are confident in the development of the company, and believe that enterprises will achieve better development through the opportunity of LED lighting development.
This is the worst era, and this is also the best era. The survival and protection warfare of LED lighting companies has already begun.
It is understood that Foshan is a gathering place of traditional lighting and lighting industry. At present, there are 1,200 traditional lighting and lighting enterprises in the city, most of which are involved in LED lighting. Foshan's LED industry 80 is concentrated in Nanhai and Chancheng, with an annual output value of more than 20 billion yuan. . Most of the lighting companies in the Foshan area are doing downstream product application, and there are very few companies that do large-scale LED packaging.
In the Foshan area, 50 companies were randomly selected for investigation and some data were extracted for industry reference. As can be seen from the chart 1, Foshan regional lighting companies mainly focus on export and domestic sales, and fewer enterprises focus on export. With the increase in export thresholds and the release of domestic market demand, companies are more willing to invest in the domestic market.
Most of the lighting companies in Foshan have many years of experience, a good foundation, a thorough understanding of lighting technology and optics, and a relatively rich product type. Less companies specialize in R&D and production of single products (as shown in Figure 2). .
Because most of Foshan's lighting companies have experienced the transition from traditional lighting to LED lighting, there has been a certain channel reserve in the development process. Whether it is traditional channels, engineering channels, or e-commerce channels, they are constantly trying. After the advent of the LED lighting era, more and more companies have found that the channel model must be innovative. Only a single channel model in the past can no longer support the development needs of enterprises, and must establish a diversified channel model. It is agreed in the industry that Foshan has concentrated more high-quality lighting enterprises. According to Chart 4, among the 50 companies surveyed randomly, 60 companies have a turnover of less than 100 million, and the lighting industry generally has a turnover of over 100 million. As a preliminary criterion for testing the scale of enterprises, it means that there are still quite a few enterprises in Foshan still in a state of survival. However, many respondents are confident in the development of the company, and believe that enterprises will achieve better development through the opportunity of LED lighting development.
According to the strength of the enterprise, it is reasonable to plan the survival path. LED is widely used in the field of lighting. Firstly, it has subverted the thinking of the traditional lighting era. The survival must be the enterprise that understands change and surpasses itself. To this end, every company is looking for a way to survive. In a fully competitive market with severe homogenization, product characteristics determine whether companies can find links to user needs. In other words, products are the common carrier of corporate development values ​​and user demand values, and enterprises can only develop under the conditions that users meet. Therefore, products with unique features will easily impress consumers and end users.
SMEs want to quickly stand in the LED field, do not rush to build a brand through large wholesale, large circulation, but rely on their own advantages to focus on the engineering market or subdivide the professional market. In these areas of space, brand fair competition opportunities are large, as long as product design and quality assurance can meet the needs of users, the opportunity to grab market share is not less than the big brands. At the same time, such enterprises have low investment costs, easy to highlight professional strengths, and can respond sensitively to the characteristics of LED innovation changes.
In addition, SMEs should establish a view that the business model of large enterprises cannot be copied. Because the ability of large enterprises to operate systematically determines their mode, such as the channel management ability of Foshan Lighting, it is achieved after decades of precipitation and baptism. From the appearance of SMEs, the promotion and promotion in two or three years seems to have achieved a certain market share, but a shortcoming in its genes, such as mature production technology, production scale, product quality and dynamic market Sensitive reactions, etc., may subvert the early construction of the enterprise.
In this era of LED flashy, the lifeblood of enterprise development is closely related to the positioning of corporate decision-makers. The Chinese hope to make the company grow bigger in a short, flat and fast way. And we see that many of the world's outstanding brands are focused on the field, relying on time to slowly cast. For SMEs, the hearts of lighting entrepreneurs must first calm down, and choosing the right field to do the best is the bright road. After all, if companies want to take care of the brand's finely crafted porcelain work, it will take time to forge the sharp diamonds of the company. All in all, relying on the right domain positioning and innovation based on market demand will enable the company to have enough living space.
Foshan Electric Lighting Co., Ltd. Director of Brand Management Department Xue Qing went to inferiority is the industry trend In recent years, LED has developed rapidly. Many enterprises and capitalists have flocked into this industry. Some new companies have joined, and old brands continue to work hard and have cottages. Small business fish are mixed. The LED market is chaotic and fiercely competitive. 2014 will be an important year for the rapid development of the LED lighting market.
Technology is at the heart of the development of the LED lighting industry. Enterprises must improve the LED technology level, make LED lighting products mature, and the market penetration rate gradually increases. With the integration of channel resources, excellent enterprises gradually establish brand status and occupy the terminal market to form brand advantages, which can stand out among many enterprises.
The LED lighting market is highly competitive, resulting in uneven products on the market. After many low-end products were put on the market, the advantages of LEDs were not fully demonstrated, causing people to question the LED lighting products. In addition, many manufacturers use ultra-low prices to promote sales. In fact, they are cutting corners, reducing the quality of products, disrupting the normal price system, and seriously affecting the healthy competition in the market.
According to the information released in 2014, the Guangzhou Municipal Administration of Industry and Commerce conducted a sampling test on the quality of energy-saving lamps (self-ballasted fluorescent lamps for general lighting) and LED bulbs sold in the circulation area of ​​Guangzhou. A total of 16 samples produced by 15 manufacturers were collected from the energy-saving lamps. After inspection, none of the samples tested were found to be unqualified, and 11 samples were judged as unsupervised by the supervisor. The unqualified rate was 68.75. The LED bulbs were extracted from 30 samples produced by 18 manufacturers. The 15 samples were found to be unqualified, and 15 samples were judged to be unqualified by the overall supervision. The failure rate was 50. This undoubtedly shows that with the development of the LED lighting industry, the small enterprises in the cottage will be eliminated in 2014. Out of the LED lighting industry, only the big brands with strong technology can stand in the foot of many companies.
The LED lighting market is gradually becoming saturated. The phenomenon of overcapacity, vicious competition and uneven quality in the industry is not uncommon. Various enterprises are mixed, which eventually leads to the loss of many SMEs. The company has no core competitive advantages, no technology, no funds, no market, long-term dependence on low cost and low added value. Product quality can not meet customer requirements, resulting in capital chain scission and bankruptcy is inevitable, but also the need for industry adjustment, to go to good.
In the era of fierce competition in the LED market, there are opportunities and challenges everywhere. To achieve good development, enterprises must strengthen channel construction, establish star brands in superior products, and increase the visibility of enterprises.
In 2014, LED lighting market opportunities and challenges coexist, and the core competitiveness of LED lies in technology, industry chain and brand. Only companies with hard power and soft power can stand out. Leading LED company Guoxing Optoelectronics 38 years of LED industry experience and brand accumulation, more than 200 professional R & D team, 219 authorized patents, plus vertical integration of LED industry in place, upstream National Star Semiconductor has achieved mass production, its production The chip has also been supplied by Guoxing Optoelectronics' packaging business. The cost performance of midstream lighting device products has been continuously improved. The downstream lighting development has successively achieved technological breakthroughs, and has made great innovations in brand promotion, market policies and terminal promotion. With the industrial chain advantage, brand accumulation, technological breakthroughs and innovation in marketing, Guoxing LED lighting will continue to shine.
Foshan Guoxing Optoelectronics Co., Ltd. General Manager Xu Zhenfeng Resources Integration Year, the road to differentiation LED lighting industry will enter the reshuffle period with fierce market competition, 2014 will be a hand-to-hand battle of strength and resource integration. In this battlefield, enterprises without independent brands, weak product development capabilities, and short product lines are undoubtedly the most dangerous, and enterprises with brand advantages, production advantages and management advantages are bound to be able to overcome difficulties and become more and more brave.
Many small and medium-sized enterprises have collapsed due to the stagnation of the capital chain, which shows that stable production, effective management, and sound sales are all indispensable. Only when the three are combined, can the company effectively avoid the risk of a broken capital chain.
If SMEs want to survive in the LED lighting market, they must be close to the market and look for positioning. Don't just see the development prospects of LED lighting, but ignore the LED lighting market is really rushing, and you may die at the bottom of the sea without paying attention. The pricing strategy is actually product positioning. Jiamei's products are first divided into two categories, channel popular products and engineering products, and then each series is subdivided into two basic categories: high-end positioning and economic positioning. Of course, there are also customized products, which are priced according to customer needs. In short, Jiamei mainly focuses on designers, engineering customers and users, and comprehensively considers the pricing of products that are suitable for its use. Before entering the LED market, enterprises must understand the characteristics of the LED market and the laws of the industry, conduct accurate market positioning, find a way to differentiate in line with the development of the company, produce products with their own characteristics and advantages, and provide high-quality all-in-one pre-sales. After-sales service to meet market demand.
Li Zhifeng, director of the marketing department of Foshan Nanhai Jiamei Times Lighting Co., Ltd., both inside and outside, can only continue to make profits while the company survives for a long time, and the company can continue to develop. Not only now, the LED industry has been phasing out companies all the time. Entering 2014, the competition of LEDs is becoming increasingly hot. Large enterprises rely on brand advantages and capital advantages to continuously seize the market and take the lead in the competition. SMEs that focus on market segments have a unique user experience with differentiated competition. And relying on low-cost competition, by imitating products, enterprises without their own technology core will become more and more difficult.
To survive in such a big environment, companies must take both internal and external repairs. Externally increase market promotion. In the Internet era, wine is also afraid of alleys. We must rely on publicity to let customers know about the company; strengthen internal strength training, whether it is talent attraction, technology improvement, cost control.