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2013 has become a past tense. At the beginning, a new enterprise that entered the LED industry with a bloody blood will slowly discover that it is not easy to rely on improving the quality of products in the LED industry. The price war has always been the development of products. All along, users want to be inexpensive, and it is obvious that the price advantage is still one of the key factors for the company to win the share. Of course, the brand is still the development of the industry.
The price war baptism upstream and downstream industry is not far from the current stage. Although the global LED industry is in a war-torn era of weak meat and tyranny, the expansion of the market has become an inevitable trend. According to statistics, in the short period of 3 years from 2010 to 2012, the LED chip capacity expanded more than 10 times; directly with the large-scale production explosion, the price of LED chips fell sharply, and the cumulative decline of LED chips in the same period exceeded 50, which made the industry Experienced a cold winter.
LED related research report 2014-2018 China LED automotive lighting industry merger and reorganization deep research consulting report April 2014 2014-2018 China LED lamp industry merger and reorganization deep research consulting report 2014-2018 edition LED automotive lighting industry government strategic management and region Development Strategy Research Consulting 2014-2018 Solar LED Light String Industry Marketing and Marketing Strategy Research Report 123 Price war is not the only factor for LED to capture the market However, under the demand of downstream lighting application market, MOCVD capacity utilization rate increased in 2013 to 52, the operating rate rose to around 70, and some companies even achieved full production. Despite this, there are still companies that say that the feedback is still conservative, and they believe that chip prices may have to fall slowly.
In the downstream of the LED, as the companies set foot on each other's sites, the competition pattern of the industry is intertwined and short-handed. Coupled with the outbreak of the LED lighting industry, many listed companies have cut into this field, and as a traditional enterprise, they are even more reluctant to give the market to their opponents. They have sacrificed the price butcher to maintain their relative advantage in the LED lighting industry.
However, when the industry has experienced the baptism of price wars, the industry will gradually grow from the beginning to the outbreak to the maturity. The number of competitors will be less, because some people will be eliminated in the middle. In the process of killing, it must be meager profit or even For losses, only when the industry develops to maturity will there be a relatively stable profit.
Channel wars have intensified industry brands to reshuffle. However, the orders of enterprises have increased sharply, but the fierce price wars have run through the entire industry chain. The industry believes that in the current and future market competition, if the company can not establish its own brand, it will be submerged in the big market tide of price competition under the meager profit.
At present, both LED new enterprises and traditional lighting transformation enterprises are facing major opportunities to rewrite the market structure and enhance the rebranding.
Compared with the traditional lighting industry and products, LED lighting has obvious differences, and new market trading methods and environments also provide possibilities and space for the promotion of promotional models.
The traditional channel system that currently uses specialty stores is not the main sales channel for most LED lighting companies. Enterprises are exploring a variety of new market models to achieve two-way communication in the market.
It is understood that at present, Qinshang Optoelectronics has established corresponding optical experience centers in major cities, hoping to use this form to achieve the goal of civilian products for LED products, and to exert their respective efforts on the channels of designers and distributors. Traditional lighting companies such as NVC and Extreme have also explored the Optical Experience Center.
Some people think that the upstream and downstream LEDs should strengthen interaction, and they are very optimistic about the innovative cooperation mode of NVC Lighting and Dehao Runda. Others believe that if there is a platform that combines multi-party resources such as stores and agents, the functions of creative experience, brand promotion, and product sales will be realized together. Once the company is settled, it can enjoy the support of government and capital resources. Then this channel platform is bound to be the channel carrier that many companies have been looking for, and it is also the best choice.
It is understood that domestic enterprises have begun to plan an integrated industry service system for the comprehensive market service function of this theme industry.
In short, the systematic turn of the LED lighting market has begun. Needless to say, regardless of the direction of the force, any channel requires the company to invest a lot of time, energy and manpower.