After the arrival of the Financial Times , the world's major industry crisis, layoffs have set off a storm . The led street light wholesale industry , benefiting from many state and local subsidies have been introduced , it is a thriving landscape, but often in a good market , but should maintain a sense of crisis .
What brand developers mean ? Our most immediate impression , the first is money, a direct hit on media advertising code of listed companies , the current strength of some companies to accelerate efforts for brand promotion , which is part of the LED business " Tyrant " Capital strong media spenders , accelerate the quality of their products, innovations related. In fact , LED market over the years, the brand really important ? Does it exist what are the advantages ? Order to better understand the effects of the brand , interviews AQSIQ center chief branding expert Zhang Guoqin .
Zhangguo Qin told reporters , LED lighting is a lighting technology revolution, the future market will belong to a brand, scale , there are channels, product innovation and enterprise . In a market economy, LED brand building to bring new opportunities , but also to the development of enterprises are facing new risks and challenges , the brand is a product of competition in the market , largely determines the product or company's market share , determine the survival and development of enterprises.
"In the market , the brand is a symbol of quality and credibility of the mark , a sign of market demand , consumer recognition of signs ." Zhangguo Qin said.
Beware of repeating the energy-saving lamps LED lamps " low-quality gate"
LED lighting market in China and around the world are no uniform standards to product quality constraints , which also gives small manufacturers the opportunity. The face of growing emerging lighting market , LED small workshops began to delineate their product users and pains , low- hype in the market price of the product , the use of consumer products and some vendors do not understand this characteristic in product quality big fuss by using inferior materials and reducing materials should be used to obtain a lower cost product , thereby reducing prices, and also to consumers and the industry 's development and reputation of catastrophic losses.
In recent years , the country to promote energy-saving lamps , one is to achieve green energy , but it is also possible to achieve well-being for the average consumer to save money , however, the reporter found that in the interview process, many consumers are lack of understanding of LED lights some do not even know the difference between LED lamps and traditional lamps.
"Quality is king of corporate survival , the company's core strategy must be returned to build brand value up, firmly grasp the quality of the bottom line in the long-term price loves , and seek to improve the management and quality of the road , creating a century brands. " Zhangguo Qin told reporters today the concept of mainstream consumer groups have changed , low quality only gradually lost the trust of customers , and for high -quality products bring a higher premium is prone to acceptance . Too many domestic enterprises have tasted the pain of no brand , but brand building is definitely not short span of time , the quality is the premise of the brand , if you want to try in vain to capture the market with inferior products , increase their visibility , and can only be said to be dry Ze and fishing , yinzhenzhike .
Just think, when a company's products are marked with low -quality label, and then trying to reshape corporate brand , a blessing is easy to things ? Lower quality may reduce costs, but it is a price war by thinning margins , will allow businesses to walk in the capital chain tension wire, a careless , is round loser .
Do not let the "price war " has become devalued LED brand " killer"
"Price war " is the topic of discussion for each industry , the price at which the industry can not be avoided , but it is definitely not business development strategies rely on low prices , which hurt the enemy one thousand , eight hundred ways since the loss of vicious competition , but positive is respected by the entire industry . No wonder the industry will be feeling , a brand can lead to the development of a real enterprise .
June 2012 , the State Council decided to arrange 2.2 billion yuan of financial subsidies to support energy-saving lamps and led street light wholesale promotion, has not yet formally allocated 2.2 billion yuan , LED lights on the market price war has started early .
An industry source told reporters , from the second half of 2012, with Philips, NVC , Everlight LED lighting companies represented invariably lower prices. 2013 first half data show that first-tier vendors Tsinghua Tongfang and NVC 7w LED bulb prices over the same period last year fell 37.3 percent , respectively , 36%, and some companies even reached the maximum decrease of 40% .
Subsidy rules have not yet implemented, the market price of LED lamps has been advanced diving. LED lighting companies now seem to play with blood , regardless of size, product , how markets are like the wolf -like , growling reached the surging wave of lighting markets. Meanwhile, the price war has once again become the LED enterprise open hands of the sharpest ax , no minimum , only lower , there is not to kill opponents Pianjiabuliu not stop the trend. A 7W LED bulbs last year, could sell 40 yuan -50 yuan , some small brands even as long as two dozen yuan . The decline far exceeded industry expectations of 15% to 20 % drop.
The number of enterprises in an interview said that in the healthy development of the market situation , the number of future production companies will be less and less , but more and more large -scale , profits will be higher and higher , the price war end non- long-term solution . With the current global semiconductor market continues to heat up , LED industry is showing the industry continues to grow , technology has improved continuously , industrial chain , etc. , companies do their own position, breakthrough, planning the layout , and then lead the market.
Formation of well-known brands will be benevolent enterprise development
In the Chinese LED industry environment fast international background , originally relying on to win the rapid rise of manufacturing scale LED brand , means that domestic companies began to abandon the traditional cost-competitive manner , transferred to a brand -driven, strategic leadership, technological innovation, management as a competitive advantage on the basis of integrated elements , which local enterprises solid domestic market , international markets are innovative .
In recent years, both in the domestic market or in the overseas market , China LED products to foreign manufacturers have a strong deterrent , but the deterrent mainly from the price of the product , low prices coupled with good products quality was panic developed Western countries . However, from a global industry environment analysis, China led street light wholesale companies this cost competitive advantage is not worth showing off , basically because of this advantage of this special Chinese manufacturing environment conferred , not really meaning business monomer enhance competitiveness.
Thus , competition among enterprises to enter the brand competition stage , the brand's competitiveness is directly related to corporate profits and future development prospects. Enterprises are facing a more competitive environment , the fierce market competition is the quality of products , technical services and prices and other factors , and ultimately to promote the CIS through corporate and brand extension to achieve. In the modern consumer environment , the credibility of the brand is actually a guarantee , increase brand value means that its consumer confidence increases, means that companies can get more user resource , which is the current enterprise core competitiveness .
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