[Text|High-tech LED reporter fire] At present, LED indoor lighting sales momentum continues to climb, many companies have brought promotional products to the market, leading to the prevalence of LED lighting price cuts, traditional lighting companies must transform or get involved in LED is already indisputable fact.
“The overall profitability of the industry is not optimistic. The upper, middle and lower reaches are facing their own problems. To say that transformation is the first thing to transform from the mind.†Dr. Zhang Xiaofei, Chairman of Gaogong LED, pointed out at the 2014 High-tech LED Annual Meeting.
He believes that the elimination rate of downstream industries will accelerate, traditional lighting companies still dominate the domestic sales, the transformation speed exceeds expectations, LED proportion will increase from 40% in 2014 to 60%.
At this stage, traditional lighting companies such as Sunshine Lighting, Sanxiong Aurora, Jiamei Lighting, Foshan Lighting, NVC Lighting, etc. are all rapidly transforming into LEDs. The biggest advantage of traditional lighting transformation LEDs is the accumulation of brand awareness.
As for the importance of the brand, Sun Guangguang, the general manager of Sunlight Lighting, has his own insights. He pointed out at the 2014 High-tech LED Annual Conference--"On the Industry Strategy" theme, "Brand=Quality+Quality+Character, Low-priced and low-quality products lose character, only considering that price is the embodiment of single value, price positioning determines taste; attitude determines quality. After price is reasonable, brand is more influential than price."
Industry insiders told reporters that there are three main advantages to traditional transformation LED companies:
First, brand qualification. That is to say, brand awareness. After all, traditional veteran companies have been working hard in the channel for many years, and the sales outlets are relatively sound, and the number is often thousands. Some brands are designated partners in the minds of distributors and engineering companies.
Second, mastery. The marketing policies of traditional lighting companies have been matured after years of tempering, close to the market demand, and the image of monopoly is also deeply rooted in the hearts of the people.
Third, quality assurance. The traditional veteran enterprises have guaranteed the quality of their products, the marketing team is relatively large, and the after-sales service is relatively perfect.
However, many dealers do not have much confidence in the transformation of LEDs in traditional lighting companies. "The price is not in the market, the product strategy is too slow" is the word that dealers are most ill.
In this regard, some insiders pointed out that if Foshan Lighting wants to win the market through price wars, this method may have some effect in the traditional lighting era, but it does not necessarily work in the LED era. Because with the price reduction of LED chips and the improvement of performance, the price of LED lighting products has been converging with traditional lighting products.
In fact, many traditional lighting companies feel the pressure of operation. Take NVC lighting as an example. In the traditional era, NVC lighting may have brand advantages, but in the LED era, its brand advantage will gradually weaken.
On the other hand, in the era of LED lighting, many companies are involved. Traditional lighting companies will face multiple competitive pressures.
The LED technology of emerging LED lighting companies such as Mulinsen and Changfang is relatively mature, and the price advantage is gradually reflected. They will be direct competitors of traditional lighting companies.
At the same time, BYD, TCL, Midea and other large companies have also begun to intervene in the LED lighting market. Their financial strength is strong and will directly threaten traditional lighting companies.
Many companies have been involved in the LED lighting market, and the share of the lighting market is relatively small, which is why manufacturers have complained about the direct factors of overcapacity in the lighting market.
"Enterprise transformation and upgrading is imminent. In the independent innovation and mergers and acquisitions, it has become the most obvious two roads facing the enterprise. M&A, from domestic to foreign, this is the breakthrough of our industry, our time is actually not much." Zhang Xiaofei The doctor pointed out.
“The overall profitability of the industry is not optimistic. The upper, middle and lower reaches are facing their own problems. To say that transformation is the first thing to transform from the mind.†Dr. Zhang Xiaofei, Chairman of Gaogong LED, pointed out at the 2014 High-tech LED Annual Meeting.
He believes that the elimination rate of downstream industries will accelerate, traditional lighting companies still dominate the domestic sales, the transformation speed exceeds expectations, LED proportion will increase from 40% in 2014 to 60%.
At this stage, traditional lighting companies such as Sunshine Lighting, Sanxiong Aurora, Jiamei Lighting, Foshan Lighting, NVC Lighting, etc. are all rapidly transforming into LEDs. The biggest advantage of traditional lighting transformation LEDs is the accumulation of brand awareness.
As for the importance of the brand, Sun Guangguang, the general manager of Sunlight Lighting, has his own insights. He pointed out at the 2014 High-tech LED Annual Conference--"On the Industry Strategy" theme, "Brand=Quality+Quality+Character, Low-priced and low-quality products lose character, only considering that price is the embodiment of single value, price positioning determines taste; attitude determines quality. After price is reasonable, brand is more influential than price."
Industry insiders told reporters that there are three main advantages to traditional transformation LED companies:
First, brand qualification. That is to say, brand awareness. After all, traditional veteran companies have been working hard in the channel for many years, and the sales outlets are relatively sound, and the number is often thousands. Some brands are designated partners in the minds of distributors and engineering companies.
Second, mastery. The marketing policies of traditional lighting companies have been matured after years of tempering, close to the market demand, and the image of monopoly is also deeply rooted in the hearts of the people.
Third, quality assurance. The traditional veteran enterprises have guaranteed the quality of their products, the marketing team is relatively large, and the after-sales service is relatively perfect.
However, many dealers do not have much confidence in the transformation of LEDs in traditional lighting companies. "The price is not in the market, the product strategy is too slow" is the word that dealers are most ill.
In this regard, some insiders pointed out that if Foshan Lighting wants to win the market through price wars, this method may have some effect in the traditional lighting era, but it does not necessarily work in the LED era. Because with the price reduction of LED chips and the improvement of performance, the price of LED lighting products has been converging with traditional lighting products.
In fact, many traditional lighting companies feel the pressure of operation. Take NVC lighting as an example. In the traditional era, NVC lighting may have brand advantages, but in the LED era, its brand advantage will gradually weaken.
On the other hand, in the era of LED lighting, many companies are involved. Traditional lighting companies will face multiple competitive pressures.
The LED technology of emerging LED lighting companies such as Mulinsen and Changfang is relatively mature, and the price advantage is gradually reflected. They will be direct competitors of traditional lighting companies.
At the same time, BYD, TCL, Midea and other large companies have also begun to intervene in the LED lighting market. Their financial strength is strong and will directly threaten traditional lighting companies.
Many companies have been involved in the LED lighting market, and the share of the lighting market is relatively small, which is why manufacturers have complained about the direct factors of overcapacity in the lighting market.
"Enterprise transformation and upgrading is imminent. In the independent innovation and mergers and acquisitions, it has become the most obvious two roads facing the enterprise. M&A, from domestic to foreign, this is the breakthrough of our industry, our time is actually not much." Zhang Xiaofei The doctor pointed out.
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