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Core Tip: Up to now, the LED lighting industry is still at a critical stage of product competition. At this stage, more and more companies are bringing strong products into the market. While welcoming a new round of development opportunities, single-product enterprises are also facing enormous challenges and deep hidden concerns.
Up to now, the LED lighting industry is still at a critical stage of product competition. At this stage, more and more companies are bringing strong products into the market. While welcoming a new round of development opportunities, single-product enterprises are also facing enormous challenges and deep hidden concerns.
Long-distance LED lighting multi-category development brand operation is the future development trend Shenzhen Changfang Semiconductor Lighting Chairman Deng Zichang LED lighting era, product specialization win or product diversification can win? I think it should be based on specialization and supplemented by diversification. First make a single product or several individual products, win customers, occupying the market, and then step by step to develop more products, and gradually rich, business is definitely not one to engage in diversification of energy is limited, limited funding, resources limited.
For the LED lighting industry, the single product is king phenomenon, I think this is normal, and it is also a reasonable phenomenon in the development of LED lighting. A single breakthrough is definitely more powerful and more secure than a comprehensive breakout. At the same time, doing a single product is also beneficial to the company's own scale procurement and production advantages, can reduce costs, and obtain the liquidity of enterprise development, which is also the mode that many SMEs choose the most. Even if it is a large enterprise, its strength is strong. In the early stage, product exploration and development should be carried out step by step. After all, LED lighting is an emerging industry, technology is updated very quickly, and it needs to be cautious and step by step.
The advantage of the single-product enterprise in channel promotion is to facilitate the concentration of all resources, to continuously improve the cost performance of the single product, and to beat the competitor with the scale advantage; the disadvantage is that the product line is single, because the single product strategy relies on cost performance, so the profit is limited. There is not much room for strategic manoeuvre, and profits are becoming more and more difficult and even difficult to sustain.
In the rapid development of the LED lighting market in the past few years, most companies have adopted a single product strategy. However, with the past 2013, especially in the beginning of 2014, the terminal market has begun to increasingly favor the branding mode of operation. Merchants hope that the partner is a strong manufacturer, a promising brand, and several As a support, the product line covers the comprehensive LED lighting enterprises of home, business, engineering, etc. This is also the development trend and direction of China's LED lighting industry in the future.
For the long-distance lighting, as the leading LED lighting company in China, since the listing of the Shenzhen Stock Exchange in 2012, it has been committed to the development and expansion of the LED lighting market. Changfang Company will organically combine brand building, product planning, channel construction, etc., do a few advantages and single products, drive the whole line of products, and adhere to the idea of ​​combining circulation products and profit products. The products cover home, business, and engineering. field. Of course, in that case, we will advance in a phased and step-by-step manner. This process is not a one-step process.
The development of multi-category LED lighting is still in the stage of product competition. The operation of Tianguang LED, the director of Yiguang Lighting Products, is undergoing a great transformation. Yiguang has the honor to participate in and witness this revolution. From the perspective of industrial evolution, LED lighting development is currently in the stage of product competition; from the market point of view, product specialization is currently more applicable: 1. From the perspective of performance and cost, LED has formed a strong contrast to traditional tungsten halogen lamps. The replacement ability; 2, the business place where fluorescent lamps are used for a long time, with the performance improvement of LED lamps and the cost reduction, the replacement ability is obviously enhanced. Currently, such product categories are more likely to form scale advantages.
From professionalization to diversification, products are the only way for enterprises to develop. The single product is the inevitable in the development of the LED lighting industry. Affected by capital, technology, market share, etc., LED bulbs, LED ceiling lamps, LED brackets, LED tubes and other products are likely to form a single category sales champion in the market.
The enterprise pursues the single product as the king needs to have the advantages of product performance, cost, quality, production capacity, etc. Under the premise of ensuring the cost performance of the product, the integration of the whole industry chain is completed, and the aggregation effect is formed, supplemented by the construction of the channel network, and the rapid formation Large-scale sales, thereby further improving product cost performance.
For the moment, under the premise of product cost performance, the single-product enterprise has high market awareness and is easily accepted by the terminal market. At the same time, single products are mostly large-scale circulation products in the competition stage of LED products. The market capacity is large, the channels are expanding rapidly, and it is easy to form scale sales.
As a new entrant in the domestic market, Yiguang LED Lighting combines its own advantages, chooses the single product as the king's marketing strategy in the early stage of the company's development, and relies on LED technology, production capacity and channel advantages to focus on LED brackets, LED ceiling lamps, LED suction. The top lights and other categories have developed into the industry's single product champion.
Three males. Aurora multi-category development mature enterprises should meet the needs of the diversified categories of Sanxiong. Li Quan, the manager of Aurora Brand Management Center, pursues small and specialized, is it still big and complete? What companies need to consider is their own market positioning, while also dynamically adjusting the strategy according to the needs of the market and customers. Want to rely on single products to fight the world, the products need to be very competitive, and the market capacity is particularly large, and at the same time in the product quality, price, channels and other aspects have absolute advantages. At present, there are too few companies that are professionally producing and selling high-quality LED lighting products. There is no brand in the single product that can be regarded as an absolute single product champion.
Due to the different functional activity spaces and application spaces, the demand for lighting is also different. In addition, due to the improvement of consumption power, the demand for personalized decoration has become more prominent. If the product is not innovative, it is difficult to meet the needs of different functions, and it cannot satisfy the one-stop service demand of consumers. Therefore, mature enterprises must not only achieve the specialization of single products, but also meet the diversified needs of categories.
Currently, Sanxiong. Aurora LED products are comprehensive, covering all aspects of light source appliances, commercial lighting, engineering lighting, outdoor lighting and home lighting. In terms of products, Sanxiong. Aurora cooperates with leading international chip manufacturers to ensure the long-term, high-efficiency, low-light and other major indicators of LED products. At the same time, Sanxiong. Based on more than 20 years of accumulated and innovative drive power technology and scientific heat dissipation technology, Aurora combines high-quality components to ensure long life and stability of the drive power supply. In addition, our professional light distribution design can accurately align light, so that the product can meet the needs of various lighting more scientifically.
In the future, we will focus on the main resources to promote and serve the LED lighting application market. The deep accumulation of accumulation for many years, a deep understanding of the industry, the market, the product and user needs, as well as the accumulation and creation of design, research and development, sales, professional service team, is to ensure the three male. Aurora is a key element in the rapid advancement of LED development. In our view, mature brands should have mature R&D teams, professional sales teams and service teams, and always put product quality first, so as to maximize customer satisfaction and provide professional lighting services.