1.8 yuan LED bulb behind: industry toward orderly

    The four-day Guangzhou International Lighting Fair (hereinafter referred to as "Guangya Exhibition") perfect ending, as OFweek edit LED semiconductor lighting network tech portal, covered in addition to fatigue, the most attractive is the variety of marketing methods. For participating in the exhibition industry professionals in the entrance hall, was the first to see a variety of low-cost fliers exhibits, in addition to traditional marketing strategies, small I also found a sales person wearing a printed above 3w ball Bulb 1.8 yuan a T-shirt. I saw a diversified marketing strategy is not just more of a surprise industry products "low quality" of the extent to what extent. The Guangya Exhibition also become a disguised form

    LED lighting product promotion testing ground, not the most expensive, only cheaper.

    In fact, from this year's "International Lighting Fair in Frankfurt, because there are two Chinese companies involved in patent infringement, Booth has been revoked." Frankfurt International Lighting Fair is divided into a total of ten points Pavilion, China Pavilion is the first one, but the area is relatively small, relatively remote location, to this Guangya Exhibition, quality of the product exactly where to go? Had thought-provoking. All these have to show people that Chinese enterprises in the manufacturing capability to enhance won a lot of international business opportunities, but because they do not respect intellectual property rights are often looked down upon. Chinese manufacturers lack of awareness of the protection of patents and applications, often passively into the intellectual property, patent disputes among. Otherwise many companies fraud, attempted to take a shortcut, intentionally plagiarize, imitate someone else's product, that ruined the reputation of China's entire LED industry, resulting in China LED display and LED lighting products in the international market consequences of poor reputation.

    OEM products are also a large number of its own products rarely makes Chinese market acceptance and recognition by the United States, resulting in Chinese LED products have no brand products in the U.S. market dilemma. Upon leaving the harbor a large number of products, we do not know where to be shipped, but do not know who the buyer is terminal. Consumers also could not tell which one of these is a good product production, and brand awareness going.

    Homogeneous competition is fierce among Chinese enterprises, we provide nearly 70% above the European foundry, but he was his own profit disorderly competition, price war pulled down, forming a vicious cycle of low-margin, more care not on the innovation and patent rights.

    All of these grim facts, again raised everyone's thinking, China's LED enterprises should go from here? Is willingly continue to cooperate with foreign companies, and even give them do OEM service to cheap labor in the international market to take a bit of leftovers? Or innovation, has its own patents and core competencies, and take the road of competitive differentiation, research and development to produce the energy level of a dispute with the international heavyweights product, do respectable, was admired companies? Chinese companies have ambitions before, branded certainly taken the latter.

    A fatal domestic LED enterprises believe: as owner of well-known brand enterprises, should have been well aware: Only independent innovation, competitive differentiation of the road, producing their own patents, with core technology and unique performance products, and strive to build China national brands, to the world stage. To be successful in the industry to break through the Red Sea, the continuous technological innovation is essential.

    In terms of marketing strategy, Ding Long, vice president of Op lighting, said this year is the LED lighting marketing tactics outbreak of the year. Although many companies conduct a variety of marketing technique, but there are companies with ten years ago, the practice of throwing money to do the exhibition. Not long ago, a transformation of traditional LED lighting business planning activities of ordering, buying lights to send a car. But in recent years, many companies have seen, regardless of the cost of the sea in the port of marketing tactics, wave and wave, much worse.

    However, this marketing tactic, privileged director Shi Yin Kang, general manager of deep concern. He said that the use of methods of doing LED FMCG product marketing, only to fail quickly caught himself slough. Although a great opportunity to bring LED lighting, but in product supply are not prepared under good circumstances, to do the marketing war, the expansion of the marketing team, the price war, and to no avail.

    In fact, TCL, Haier is undoubtedly the leader in home appliances FMCG tactics, but they did not succeed in using FMCG tactics in the field of LED. "They think LED is very simple, but in fact the disease is not easy to wonder, Haier LED lighting is not successful, LED lighting sales of TCL, Midea and other appliances Gangster is not high."

    "Early, LED lighting can do FMCG, but not now, have no chance." From now eliminated from entering the industry, there are currently more than 10,000 lighting companies, can leave 1000 on the good.

    Li Li, Shenzhen Jiawei Solar Lighting Co., Ltd. President said that the future is not a single competitive marketing tactics, but the capital team, the marketing front, the back-end supply, product, service capabilities, reaction speed competition, these outstanding companies should aspects are reflected. "Consumers rely on fast and scale war is difficult, it should be big business strategy."

    LED "FMCG" at a critical point since the end of the era, and why are so many companies do it? This is from the entire industry is concerned, Xiao Bian think there is good and bad. First, the price war has been a deep-rooted presence of a product, there is no price war would not hasten market competition and innovation. While the price war led to confusion in the market, but from a historical perspective, the current situation appears more chaotic dynasty. LED industry is, the more confusing the market, eventually there will be an orderly one day, the key is whether it can create confusion in the market contending the current situation, the ability to create an orderly development of the industry, this is the most important.

    So, I think that as the end consumer, are more willing to see is cost-effective, competitive will have a good product, good business generates. These low-cost strategy of the enterprise, although the industry is muddy stick, but they eventually become "cannon fodder." But we can not deny the role of cannon fodder, they let the LED industry with such a situation today. Through this exhibition, the prevalence of low-cost marketing strategies of small series I've seen, I have seen the future of the industry will be more orderly.