Every year, many people say that the LED lighting market is breaking out, but in fact, the real market potential of LED lighting has not been discovered. The definition of the LED lighting market explosion should mean that LED lighting products enter the homes of ordinary people. At present, LED lighting products are mainly used in municipal, commercial, supermarket and other engineering channels, and relatively few applications in the home market. As the price of LED products is gradually accepted by the market and the technology is constantly improving, it is predicted that LED lighting will usher in a real outbreak in 2014-2015. Of course, the market is big and the competition will be more intense. Emerging LED chips and packaging manufacturers are actively deploying the LED light source market. Traditional lighting giants are rapidly transforming LED lighting based on brand and channel advantages. More small and medium LED lighting companies also adopt network, engineering channels and physical stores to expand their business. In 2014, the LED lighting industry has started a full-scale battle. Which one is the main battlefield of the LED lighting industry in the new round of competition? The price war is upgraded to the value battle. The main battlefield of LED lighting is mentioned. Most people in the industry say that 2014 is still The price wars the protagonist. From 2014 to 2016, it was praised as the “golden three-year†of the LED lighting industry. Almost all lighting companies regard LED lighting as the focus of their business. As more and more companies join the battle, market competition will further intensify. Once upon a time, because of the high price of LED products, the acceptance of LEDs by mass consumers is very low. Nowadays, the industry has undergone tremendous changes. LED is no longer a conceptual luxury product, but a product that is close to the civilian market and enters thousands of households. At present, LED lighting has entered the micro-profit stage and has shown several typical characteristics: First, LED manufacturers have increased, competition has intensified, production capacity has risen, oversupply, raw material prices have fallen, and product prices have naturally declined. Second, LED chips have been monopolized by foreign companies. More and more domestic enterprises are participating in the competition of chips, and the increase of market share naturally lowers the price of upstream products. Third, with the development of LED product technology, the driving power supply is more and more stable, and the heat dissipation is also coming. The better, the innovation of industrial design leads to the reduction of the overall LED manufacturing cost. Fourth, the price war of LED is very fierce. Some enterprises use the blind spots of consumers to reduce the price by reducing the quality of products. This kind of irrational competition will Lead to abnormal development of the industry. Many people in the industry are gnashing their teeth at the price war. They believe that they have undermined the rules of the industry, and that all enterprises do not have enough profit margins, which has led to the phenomenon of “increasing revenues without increasing profitsâ€. When product homogeneity is flooding the market, product features are scarce, and specialization is not high, in addition to price cuts, there are no other effective ways to solve product sales. The trend of price cuts is like a butterfly effect, sweeping the entire LED lighting industry. Those who are unsettled are swaying by the wind, and they are decisively fighting in the market with a larger price cut, and they want to die and die. There are still rational thinkers who are not moving, closely watching the market changes, and playing a market in the market segment. But now the market segments are about to become a red sea, and the LED lighting industry has long since there is no "paradise." The price war is so full of smoke, which makes the LED lighting industry very impetuous. Fortunately, some enterprises have found their way forward in the fog, and consumers have gradually returned to rationality after suffering from the quality, from the emphasis on product "price" to "value". Price concessions must rely on technological advances to manage procurement, production, and corporate operating costs, rather than sacrificing product quality. At the time of the value war, the company's business philosophy, brand image, service capabilities, market reputation will also be more and more concerned by consumers. Upgrading the price war into a value war is not only for the sustainable development of the company, but also for the purpose of gathering like-minded enterprises and promoting the LED lighting industry to develop in a more healthy and orderly direction. Engineering and e-commerce channels will become mainstream. When the price war has not stopped, many companies have pointed out that the channel war is imperative. As we all know, channels are a key resource in the LED lighting market. For different market segments and needs, LED lighting companies should adopt corresponding channel strategies. High-quality distribution channels help companies control the efficiency of capital use and avoid excessive bad debts, thereby improving the company's operations and profitability. The so-called channel is the best in the world. At present, there are several modes of LED lighting channels: first, through the dealers, the traditional channel mode of large logistics and large circulation; second, through engineering and designers, the project operation is the main The engineering channel mode; third, the hardware channel mode of sales through the hardware stores all over the streets or in the countryside; fourth, the targeted channel mode for targeted sales for one or several industries or fields; E-commerce channel model for online sales through e-commerce. Industry sources believe that engineering channels and e-commerce channels will become mainstream. From the perspective of LED product flow, LED lighting mainly relies on engineering to achieve sales. Although the impact of e-commerce on traditional channels is inevitable, in the short term, e-commerce is still difficult to shake. The investment in engineering channels is small, and the production is fixed by sales. It is the channel choice for the lowest risk of enterprises. Therefore, engineering channels are the way for brand enterprises. According to current data, the proportion of e-commerce sales is still small, and there is no threat to traditional channels. As an emerging channel, the potential and speed of e-commerce market for LED lighting is also unimaginable. Especially for some new LED lighting companies that have a large number of blank areas in the national market, the development of e-commerce channels is non-stop. The industry believes that e-commerce has become the innovative way for new LED lighting companies to develop their own brands, which is also an inevitable trend of future development. Even existing businesses have completely abandoned the traditional channels that are being developed and are fully committed to the e-commerce channel. With the openness and transparency of information, online shopping is increasingly favored by the public. As a platform for virtual transactions, e-commerce is infinitely large. As long as there is a place for logistics, it can solve the problem of product supply. Instead, customers have a wider range of radiation. It not only solves various cumbersome problems of offline transactions, but also expands the cooperative relationship between enterprises and local regions. LED market consumption gradually rationalizes the quality of a brand operation, directly affecting the survival and development of LED lighting companies. In the initial period, due to the large gap between the product types and quality of domestic LED manufacturers, the large price difference can be accepted by users. However, with the continuous improvement of the competitiveness of domestic LED companies and the continuous improvement of product quality, users' ability to accept high-priced products of large brands will decline, and users will no longer be willing to pay high prices only for brands. The price difference between branded products and non-branded products is decreasing, the profit of branded products is also decreasing, and the maintenance of brands is more difficult. If the brand is weakened, the business that it depends on will be seriously affected, which will create a vicious circle. Establishing and maintaining a strong brand requires a lot of capital and manpower, which is inevitably passed on to the price of the product. After the "mixed war" in recent years, in the case that LED lighting has not yet implemented specific standards, the consumer's choice attitude has been from the lowest price to the appropriate price, from the appropriate price to the brand selection, from the brand selection to the designated core components, all kinds of There are signs that the consumption of LED lighting has gradually begun to be rationalized, which is the result of environmental optimization in the peripheral market. Brands are still the main barrier for lighting applications, and LED lighting companies that have a good reputation will take the initiative. Especially after the gradual rationalization of market consumption, the enterprises that originally relied on “scratching the ball†faced the choice of transformation or elimination. 2014 will be a very competitive year for LED lighting brands. The brand building of enterprises requires the integration of channels, marketing, technology and capital. Many merchants value the brand strategy, but at the same time they realize that the brand building process is difficult and long. Liu Huaan, sales director of Zhongshan Bensen Lighting Appliance Co., Ltd. believes that any company that wants to be bigger and stronger will inevitably create its own unique brand. However, in the process of brand building, it will inevitably be tempted by the outside world, especially in the In this impetuous era, companies that blindly follow the trend and vacillate are everywhere. Brand building is not a one-off event, companies must strengthen their own development strategy and stick to it. The quality is different. The industry shuffles the fuse in the lighting industry. The product is the essence of all competition. The product is the foundation of the survival and development of the enterprise. Xiong Guoxiang, general manager of Zhongshan Zhengri Lighting Co., Ltd. said that the uneven quality of the products is one of the industry's shuffling fuses. For any developing enterprise, ensuring product quality and improving after-sales service guarantee are the basic prerequisites for the centralized development of large-scale enterprises. The longevity, intelligent control, safety and reliability of LED lamps have gradually become more prominent, and it is an inevitable trend to replace traditional lighting. Compared to traditional lighting, LED lighting can give users more possibilities than originally impossible. Today, LED lighting is synonymous with digital lighting, enabling intelligent systems, controls, software, and additional services that bring more service possibilities and additional benefits to the business. With the continuous maturity and development of LED lighting technology, the proportion of LEDs used in the market is getting higher and higher. Performance and safety standards have been fully demonstrated at the national, industry, and local levels. Currently, industry organizations have developed a large number of quality standards. Safety and performance indicators are not the most sensitive issues in the development trend of LED lighting products. At present, the number of LED companies in China is said to reach tens of thousands. It is expected that export-oriented LED lighting companies will become more difficult this year. Therefore, they will accelerate the development of the domestic market. Their competitive advantage lies in their ability to meet the high quality requirements of overseas markets. Products, fast delivery capabilities and continuous innovation. Regardless of the number of companies, getting rid of product homogeneity is still a winning strategy. In order to avoid domestic large-scale and homogenous market competition, many LED lighting companies will compete to research products with higher technical content, intelligent control systems and so on. At the same time, in order to meet the individual needs of consumers, companies should pay attention to the design and innovation of LED products, from chip to application for overall design, to provide better product services to enhance competitiveness. Editor's summary: In the terminal market, it is difficult for consumers to judge what kind of LED lighting products are good products. The trust of LED lighting products has not been fully established. Therefore, LED lighting, in addition to channels, brands, products, prices and other "battlefields", as well as standardization, product reliability and low-cost technical support and other "combat conditions" need to be concerned. With the gradual launch of the consumer market, the main battlefield for LED lighting in 2014 will focus on channel development and product solution development. In order to increase the added value of products, many companies have shifted their development concept from “selling products†to “selling servicesâ€, integrating intelligent and humanized concepts into product design, and developing with specialization and differentiation. Transfer from the world lighting network
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