This year, for the lighting industry, it can be described as mixed. Hi refers to the LED blue light invented by the Japanese to win the Nobel Prize. The industry is as excited as the chicken blood. The worry is that this year, there is another year like Fengfeng, which is mixed for the lighting industry. Hi refers to the LED Blu-ray invented by the Japanese to win the Nobel Prize. The industry is as excited as the chicken blood. Worry means that this year, companies like Fengguang and Qi Ke are running, which has caused fear in the industry. Originally, the real first year of LED lighting in 2014, the energy-saving lamps on the market increased by 30% year-on-year, and three out of every 10 lamps sold were LEDs. This data proves that LED is a trend. But why are there so many companies that can't keep going, so that they run? Analyze to find out these reasons. The first is the blind transformation of many companies, seeing the LED lighting momentum is good. For example, Ali and Xiaomi also entered the LED industry this year, but it is doubtful that they have research on LED products. What are their core competitiveness? Do they have marketing tools? Market channel? As a result of blind entry by enterprises, one has intensified competition and the other has made the market more saturated. The second is the break of the capital chain. Analysis of LED companies running can be seen, these companies take advantage of the market explosion, promote brands and channels on a large scale, want to take this opportunity to become bigger and stronger, but the action is too big, the input and output are not proportional, resulting in The recovery period of the initial investment funds has been lengthened, and the break of the capital chain has become an inevitable fact. Fengguang belongs to this category. The third is that the company lacks core technology and plagiarizes the wind, resulting in diluting profits. The fourth is fierce competition. Looking back on the development history of the LED lighting industry, there are always companies joining, and there are always companies falling. The most fundamental reason for corporate failure is that competition is too cruel. The development of the LED lighting industry has been accompanied by the bloody storm of price wars. Large enterprises hope to continue to maintain their initiative in the market by converting their scale advantages into price advantages. Small and medium-sized enterprises hope to win the market with low prices. . In addition, the addition of Internet e-commerce has made this competition even more intense. Therefore, whether in the present or in the future, the fierce competition in the LED lighting industry will not stop, but will intensify. In the face of these diseases, where is the solution? First, take the differential route to find the market. With the development of the industry, the classification has become more and more specialized, and it has become a direction for many merchants to develop. No brand can appeal to all consumers, and with differentiated competition, it is a huge success to be able to touch a segmented consumer group in this huge market in China. Therefore, integrating existing resources, focusing on one area, owning high-quality products, serving a stable consumer group, and taking a differentiated development route is a way to survive for LED lighting SMEs. Second, product innovation. Lighting companies should develop corresponding product series according to different regional characteristics, and be very clear about the main consumer groups of products. Finally, cooperate with dealers to carry out intensive cultivation of regional markets, which is more certain than national netting. On the one hand, product innovation must be close to the demand, oriented to improve consumer satisfaction, on the other hand, should contribute to the steady growth of the company. Such products have strong explosiveness and endurance. Third, resource integration. With the continuous development of LED technology, after the product and brand stage, it will inevitably enter the stage of integration of capital and social resources. Some enterprises that want to become bigger and stronger are looking for investment and M&A targets, and improve product quality and cost control through integration; The core technology companies are also looking for companies with dimming technology and wireless control technology to increase the added value of LED lighting products; some companies hope to jointly develop domestic and foreign markets through integration. Therefore, complementary advantages and resource sharing are the development trends of the future lighting industry, and also a strong boost for the Chinese lighting industry based on the world.
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