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Core Tip: Since 2012, China's LED industry has developed rapidly under the impetus of policies, capital, and market. Both the output value scale and the industrial chain construction have achieved good results. However, from a global perspective, China's LED industry is still in the initial stage of development, especially the low level of industrial technology, and the gap with LED developed countries is large.
On the afternoon of September 15th, the channel and application sub-forum of the 2013 China Lighting Forum LED Lighting Product Design, Application and Innovation Forum was held in Hall B of the third floor of Crowne Plaza Zhongshan Xiaolan. The meeting was held under the auspices of Dou Linping, Secretary General of China Lighting Society. Su Hui, General Manager of Zhejiang Chenhui Lighting Co., Ltd., Wu Zhengyu, General Manager of Yiguang Lighting Management (Shanghai) Co., Ltd., and Zhang Liqiang, General Manager of Zhongshan Kyushu Optical Valley Commercial Development Co., Ltd., Starlight Union lighting. The chief designer of LED Lighting Expo Center, Ji Jifeng and others, gave a speech on the channel construction and practical application of LED lighting, and had a lively exchange and discussion with the participants at the meeting to discuss the hot and difficult issues of the industry development. A deeper understanding of the channel construction and product application issues in the development of the LED lighting industry will have important guiding significance for future channel development and application innovation.
Since 2012, China's LED industry has developed rapidly under the impetus of policies, capital and market. Both the output value scale and the industrial chain construction have achieved good results. However, from a global perspective, China's LED industry is still in the initial stage of development, especially the low level of industrial technology, and the gap with LED developed countries is large. Therefore, fully understand the position of China's LED industry in the world, comprehensively analyze the development trend of the LED industry, and play an important role in further grasping the development direction and formulating targeted promotion policies. What kind of situation will LEDs show in the future?
The game product design ushered in price and quality. From the demand side, Su Hui believes that the improvement of technology and cost reduction will enable the entire LED industry to usher in a game of price and quality. LED manufacturers have been working hard to improve product technology and reduce component and manufacturing costs. On the one hand, by strengthening the research and development capabilities of technology, and improving the luminous efficiency of the original, it can drive the price per thousand lumens to continue to decline. On the other hand, through the improvement of the manufacturing process or materials, Improve product quality and reduce overall manufacturing costs. The upstream component technology upgrade and cost reduction will drive the cost performance of downstream lighting products to increase rapidly, and the LED industry is developing in a reasonable and stable direction. Industry experts pointed out that the price of LED products is declining at a rate of about 20 per year, and the focus of future industry competition will shift to product quality and service.
From the perspective of product design, it will pay more attention to the user's feelings and tend to design products from the demand side.
In the past, LED lighting manufacturers emphasized luminous efficiency, light output and product life. Nowadays, the growth of technology has become a necessity. What makes consumers shine is actually starting from consumers and meeting the lighting needs of end users. Lighting products. Lighting and color are the most frequent physical phenomena in human contact. Different light intensities and colors will have different effects on people. When products emphasize the visual experience of human beings, it is necessary to consider human eyes and brains in the design and development of lighting fixtures. Accepted feelings and feelings, while paying attention to human physiological and psychological needs.
After the rapid expansion of LED lighting applications, whether it can meet the needs of consumers and create an overall light environment and appropriate atmosphere will be an important factor affecting the application and popularity of LEDs. Yan Jifeng said.
Price benchmarking champion products clearly promote the formation of channel competitiveness. From the perspective of industrial competition evolution, product development is divided into replacement period, popularization period and innovation period. As far as LED is concerned, it is in the replacement stage of products before 2015. In 2015-2018, it is in the popularization period of LED products. It will not enter the product innovation period after 2020.
In the process of product replacement, LEDs are very clear. Whether it is bulbs, T8, T5, or ceiling lamps, downlights, etc., there is a strong relationship for traditional lighting products, and each category will form a price. Benchmarking, clear what high-end products, mid-end products and low-end products will be in a price range, and finally let the whole industry, including manufacturers, distributors and consumers, Awareness and recognition are formed in response to quality and price.
In addition to forming a price benchmark, representative products of the category will be formed. In the second half of this year and next year, each category will form a champion product. In traditional lighting products, each category has its own representative brand, such as Sanxiong. Aurora made the brackets very well. At present, it is difficult to classify the upper limit brand or the lower limit brand of a certain category in the LED field. From the perspective of market performance and enterprise operation, a category brand will be formed within one to two years. With the formation of iconic brands, around these competitive categories and brands will promote the formation of their channel competitiveness, dealers who represent these categories of brand products will be very competitive in the local market.
Traditional lighting enters LED emerging enterprises, sales increase and profit decline In 2013, the biggest feature of the LED industry is that traditional lighting companies have fully entered the LED field, and they have shown strong strength at the first shot. In the first 10 years of industrial development, emerging LED companies invested heavily in making the market booming, but they did not make any money. Now, in the LED market, it is still traditional lighting companies that actually make money. Dou Linping said. A typical example is the NVC, which entered the LED field in September last year. In the first half of the year, the shipment of LED products reached 500 million, while the sunshine lighting reached more than 4 billion in the first half of the year, and Oupu and Sanxiong also have two or three. Ten million, showing a growth trend of three or four hundred percent.
In stark contrast to the hot situation of traditional enterprises, although the sales of emerging LED companies have risen sharply, profits have declined.
The core of the competition from traditional LED to enterprises is how to solve the problem of genetic modification in the industrial chain, such as how to improve the upstream and middle reaches of the industrial chain. NVC and Dehao Runda, Sunshine and Sanan have joined forces, and there will be more industrial chain integration actions in the industry. Through the integration of resources, the competitiveness and channels of these traditional enterprises Competitiveness will be greatly improved. For emerging LED companies, they have basically gained product competitiveness through long-term research and development in technology research. The core issue is how to establish a wide-ranging, efficient and fast channel, and be able to Advantage products grab the market before competitors.
In his speech, Wu Zhengyi summed up the relationship between product competitiveness and channel competitiveness. He believes that product competitiveness should be digested through channel competitiveness, and channel competitiveness must rely on product competitiveness to support and guarantee product competitiveness without channel capability. It is impossible to get out of the door's competitiveness. The channel ability without product competitiveness is the pavilion on the beach. The strengthening of channel competitiveness can improve the competitiveness of products. The strengthening of product competitiveness can promote the construction and stability of channels. Therefore, we cannot simply emphasize how to make channels, nor can we bury ourselves in products.
The traditional display mode of e-commerce supplementary sales channels still dominates. The corresponding rapid development of e-commerce is that the sales volume of lighting products sold through e-commerce channels in the first half of this year was nearly 3.3 billion, which is up to 756. From the perspective of product analysis, online sales are basically standardized small products, such as table lamps, bulbs, ceiling lamps, ceiling lamps, etc., while the sales of bulk products or lanterns are less, and the return rate is very high. Because such products are vulnerable to damage and purchase behavior requires a sense of on-site experience to support. Dou Linping said in the forum that e-commerce is the future development trend, but e-commerce is only a supplement to the sales channels in the field of lighting and lighting. In the future, engineering, lanterns and design products still need to rely on traditional display methods.
The more important significance of e-commerce to lighting companies is brand building. In the past, if a company wanted to become a mass brand, it must be realized through circulation. Enterprises that do engineering and invisible channels rarely have brand awareness. The existence of the network gives the company a way to do branding without the circulation store. The online store has weekly reviews, which is very oriented to consumers. Another way is to extend the e-commerce to engineering products through online and offline integration, but pay attention to grasp the relationship between physical stores and online stores. Li Ning ignored this relationship when he was on the online store. Eventually, all the physical stores became a ready-to-wear store experience store for online sales, which damaged the interests of the physical store dealers. Therefore, lighting companies should also consider how to not harm the interests of physical distributors when doing online, because the profits of products sold online are far less than offline.