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 a few single items, win customers, occupy the market, and then develop more products in a step-by-step manner, gradually enriching, enterprises are definitely not diversified at first, after all, limited energy, limited funds, 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.
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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.
Zhaoxin LED lighting multi-category development of single product circulation is extremely limited Guangdong Zhaoxin lighting technology product director Huang Ruiqing focus, professional cast brand, the same product. In the era of LED lighting, we believe that product diversification and specialization are not a contradiction. The two depend on the R&D team's focus on products, product management personnel's understanding of products and the company's sales system. Control.
At present, most LED lighting manufacturers do not have the product diversification strength, which leads most manufacturers to focus on a single product line in the segmentation field, as a breakthrough to match the development of the enterprise. For manufacturers with product management talents, R&D talents, limited sales talents and scarce resources, taking a professional route is the right choice.
Enterprises pursuing the development of single products as the king must have extremely extensive network resources and strong product promotion capabilities in the industry; they must adhere to the development ideas of their own enterprises, not be tempted by small profits, and according to actual market conditions. , timely adjustment of their products and development ideas.
However, the flow of single products in the professional market is limited. How to improve the market exposure of products and shorten the distance from the end consumers infinitely is a problem that should be considered in the promotion process. The audience's familiarity with the products depends on the promotion of the products. The communication of strength and content.
The product development concept of Zhaoxin LED is to return to the essence of the product. In addition to focusing on the optical design and structural design of the product, Zhaoxin LED is more concerned with the details that LED lighting products need to pay attention to during use. Zhaoxin LED has a clear direction for the planning of the entire product. It will continuously adjust its development ideas according to the changes in the market to provide users with better LED lighting products and services.
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Futian strong single product: the success of the point switch enterprise can not be separated from the single product Wang Futian Electric Chairman Liang Xiqiang Product specialization is an inevitable trend of the industry development, enterprises can only focus on the core products and placed in the core market, in order to survive in troubled times. The Foton point switch is a representative product under this core concept. Nowadays, the concept of point switch has penetrated into the market and is deeply rooted in the hearts of consumers. It is the first choice for consumers. This is inseparable from the key cultivation of Futian Company. At the same time, the companies that follow the trend of imitation are conservatively estimated to have more than 100.
A successful enterprise development is inseparable from the support of the single product king, but whether the enterprise can continue to grow bigger and stronger is related to three aspects: First, whether the single product of the enterprise can lead the industry's popular development trend, and sales occupy the leadership. Second, in the face of many sieges, can a single-product enterprise continue to deepen and strengthen its advantages and maintain its position as a leader; third, enterprises must cultivate a number of single-product products at appropriate times, when a certain product The leadership trend is weakening, and another single product king can quickly follow up.
Single product is the fist product of the enterprise and occupies an important strategic position in the enterprise. Business leaders must have a forward-looking strategic vision to develop products with core technological advantages. Secondly, after the product is born, focus on resources, focus on cultivation and support; and then, according to market evolution, timely adjust and continue to innovate product cores. Technology and marketing strategies to maintain the long-term advantage of product sales.
To promote a single product, the channel selection must be compatible with the product target customer base. In order to strengthen the promotion of point switches, Futian has adopted a series of leading industry channels to promote means, such as celebrity endorsements, CCTV advertising, image upgrades and so on. The focus of Futian Resources, the linkage of dealers, and the promotion of deep-rooted channels have jointly achieved the development of point switches, and finally succeeded in occupying a place in today's fierce market competition.
Futian's high-speed development is inseparable from the support of single-product products. For example, M3/M4 and M5 have built Futian's leading position in the surface-mounted market. The H6080 series products have been selling for ten consecutive years, which has created the Futian products in the 118-type switch socket. The legend of the market. Nowadays, the strategic product of the point switch has further enhanced Futian's position in the switch industry. In the future (such as smart switches), Foton will continue to maintain this spirit of innovation and create new legends.
Strong flat products for flat-panel lighting: LED flat-panel light cast single product for Wang Yi is not simple Zhuhai Hao flat-panel lighting chairman Yao Huai-li small and medium-sized enterprises should be specialized, large and large enterprises can be diversified; enterprises below 500 million should be professional Different, more than 1 billion yuan can be diversified. If the energy is limited, the company should try its best to make a single item. In fact, the establishment of a single product is not so easy. Although it is a single product, the spin-off is diversified; even if it is specialized, it is only a branch of diversification.
The flat panel lighting is mainly based on LED panel lights, with office lighting as the direction and deep cultivation. Due to the in-depth study of optics, the in-depth analysis of the needs of the consumer's light environment, the re-processing and re-shaping of the light source and light materials, the flat panel lighting is favored by the market, and extended to the government office lighting, business office lighting, teaching office In the fields of lighting, medical office lighting, etc., it has become a practitioner of office lighting refining.
Enterprises that pursue a single product as a king need to have a deep understanding of the future direction of the single product, can lead the industry in the single product, and have a team that is as persistent as Tang Yan. In addition, companies that make single products are easy to enter the channel of peers, and their cost performance and characteristics are easy to form a sharp knife advantage, and the potential in the channel
Jiangsu haohong hydraulic Co.Ltd , https://www.haohongvalves.com