When you mention Wang Laoji, what do you think of? Mention Mengniu, what do you think of? When you mention Libai, what do you think of? When you mention Xiaomi, what do you think of? When you mention BMW, what do you think of? This is the charm of the single product.
In the lighting industry, although the integration of LED elements brings new challenges and challenges to product development, channel development, and marketing models, it does not obliterate the profits and opportunities that individual products bring to enterprises, especially at this stage, especially It is for small and medium-sized lighting companies.
Still in the stage of product competition, LED lighting is coming to the forefront. In the midst of chaos, the comments on the future trend of lighting companies and the industry are endless.
Some people say that the future of the LED lighting era belongs to lighting listed companies because they have funds, resources, technology and talent.
Some people say that the development of LED lighting enterprises must fully integrate the industrial chain and integrate upstream, midstream and downstream resources to obtain development space.
Some people say: LED lighting companies must start the development of all categories, otherwise it is difficult to support the construction of terminal brand image stores, it is difficult to build a strong brand.
So what is the truth? What is the status quo?
The fact is: At present, in the LED lighting industry, there is no real brand. The status quo is: in the domestic lighting industry, more than 95 lighting companies belong to small and medium enterprises.
At this stage, for a large number of small and medium-sized lighting enterprises with limited resources, capital and qualifications, the competition is far from the stage of fighting channels, branding and capital. Most of them do not have the ability to fully integrate the industry chain, and even have a headache for food and clothing. In other words, the development of LED lighting is still in the stage of product competition.
The ultimate goal of the product competition phase is the product. In the face of product layout planning, is it to choose a rich product line, to create a full category, or to concentrate on superior resources and pursue a single product as the king? Many companies initially choose or the first choice is the latter.
Focusing on single items is easier to cut into such choices. The main reason is that the company has limited resources, limited strength or limited capabilities. Yao Huaiju, chairman of Zhuhai Haoping Flat Lighting Co., Ltd., which focuses on LED panel lighting, said in an interview: In terms of products, 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.
Of course, the 500 million yuan or 1 billion yuan here is just an estimate. However, Mr. Yao’s words tell us that for small and medium-sized lighting companies, it is easier to obtain more development space by cutting into the market or cutting into the industry.
So, what advantages can small and medium-sized lighting companies achieve in order to cut into the market?
First, the cost advantage; the resources and inputs required for a single product are far removed from the resources and inputs required for the development of multi-category. It can be said that the single product cuts are conducive to the company's own scale of procurement and play a productive advantage, in order to successfully reduce costs and obtain sustainable liquidity for the company. This is a deadly temptation for small and medium-sized lighting companies.
Second, focus on the advantages; the human, material, financial, and energy of the enterprise are extremely limited, and the product development, channel construction, promotion and publicity of the enterprise also need to be targeted. As Deng Zichang, chairman of Shenzhen Changfang Semiconductor Lighting, said: A single breakthrough is definitely more powerful and more secure than a comprehensive breakout. Therefore, single product cuts are easier to focus, and more effective.
Third, the speed advantage; it is true that the direction is more important than speed, but in the new era of LED lighting, the importance of speed can not be ignored. Under the premise that the product price-performance ratio can be guaranteed, and the construction of the channel outlets can be achieved, the company can achieve rapid expansion and large-scale sales, and promote the development of the enterprise.
Fourth, the advantage of sharp knives; tens of thousands of LED lighting companies, the LED lighting market is fiercely competitive, and traditional lighting brands have long been ingrained in the local market. Enterprises that pursue single products are not only expected to rely on high cost performance to impact the market, but also easy to enter the peer channel, and the sneak and parasitic ability in the channel is very strong.
At the same time, however, companies that are keen on the single product champion face some potential concerns and risks in the development process. For example, if the product type of a single product is single and the resources are too concentrated, once the macro policy is adjusted or the market environment is sluggish, the risk coefficient will rise sharply and even threaten the survival of the enterprise.
In addition, although single-item enterprises are relatively easy to integrate or survive in channel construction, in terms of the establishment and creation of brand image, the threshold is more difficult due to the difficulty in forming a system. When it comes to long-term development, single-product enterprises have to face expansion and deep reform in their development, unless the company's goal is only to earn some money.
In the rapid development of the LED lighting market in the past few years, most companies have adopted a single product development strategy. However, with the passing of 2013, especially in 2014, the terminal has begun to favor the branding mode of operation. It is hoped that the partner is a strong manufacturer and a promising brand. This is also the future LED lighting in China. Industry trends and directions.
Deng Zichang, chairman of Shenzhen Changfang Semiconductor Lighting Co., Ltd. can not ignore the switch of Foton Electric, the LED magnolia bulb of Shifu, the LED street light of Hongbao, the LED light strip of Auman Technology Lighting, and the LED panel light of flat panel lighting. The beautiful LED lamp candle, the new Terry's LED modern lamp, the Minhua LED fire emergency light, the cypress LED kitchen light, and the Guanya LED table lamp refer to these items, you may not be unfamiliar. They can be said to be the focus of a single product area, even the leader.
Taking the fire emergency light of Minhua Electric as an example, it is reported that its market share has already accounted for more than 50 in the national market. The data is very alarming. The Ford Magnolia bulb has long been a household name in the lighting industry, and it has brought unpredictable brand added value to the company and its brand. This is the charm or power of a single product.
In the lighting industry, the power of single products has never been ignored. Especially in the current fierce competition in LED lighting, even some large companies that already have channel advantages, brand advantages, capital advantages, etc. are also keen to use single products to achieve breakthroughs and strive for greater market share.
For example, in 2013, Snow Wright created a healthy LED lighting concept, fully promoted Xiaoyueliang's healthy LED bulbs, and promoted it through various methods such as conference marketing nationwide, which set off a sales boom and the market responded well.
For example, Foshan Lighting recommended the crystal series LEDT8 fluorescent tubes to the channel manufacturers this year, and attracted the attention of the market with all-glass casing, high cost performance and large-angle illumination. It is reported that Foshan Lighting LEDT8 fluorescent tube currently has 7 production lines, monthly sales of more than 500,000 / month.
As a new entrant in the domestic market, Everlight LED Lighting is also the market strategy of selecting single products as the king in the early stage of development, and relying on LED technology, production capacity and channels to contribute to LED brackets, LED ceiling lamps, LED ceiling lamps, etc. The category has developed into a single product champion in the industry.
Many brands in the industry are also made up of single products, the traditional lighting giants Op, NVC, Sanxiong. Aurora is no exception. Nowadays, some lighting companies are large and complete, but the products that are really sold well are still some single items, and these items are still the mainstay of them. Hu Weiyue, general manager of Zhongshan Chimeiao Lighting, told the reporter.
Industry veterans said that the LED lighting industry is undecided and the market is rampant. At this stage, small and medium-sized lighting companies and large enterprises are at the same starting line. In many product areas, the performance of small and medium-sized lighting companies is not inferior, so there are opportunities, and the market is also there.
Product expansion into a trend However, at present, breakthroughs have been made in the field of individual products, and even the lighting electronics companies that are the only ones are still holding on to the industry, and most companies are doing the same thing in the past two years, that is, active. Expand and enrich the product line.
For example, Shift Lighting, which has recently signed contracts with Jiangsu Changzhou Logistics Center, Guangdong Guangzhou Logistics Center, Hubei Exi Logistics Center and Jiangsu Nanjing Logistics Center, is rapidly enriching indoor LED lighting distribution products and light source LED lighting distribution products. Comprehensively improve product cost performance, and aggressively attack large circulation channels.
For example, Auman Lighting Technology, which has been established for many years in the field of LED strips and has established an absolute competitive advantage in this field, has now extended its reach to commercial lighting, outdoor landscape lighting and other fields, and its product line has been further lengthened. However, He Feng, deputy general manager of Auman Lighting Technology, said: Today, the light belt is still the core product of Auman.
For example, in the field of table lamps, and the breakthrough in the e-commerce field, Guanya has added LED indoor lighting series as the company's flagship product this year. At present, the series has covered downlights, ceiling lamps, T5/T8 brackets and grille lamps. LED products such as discs and ceiling lamps. It is reported that Guanya is currently pushing LED ceiling lamps.
It is not difficult to know that focusing on single products is easier to cut into the industry and occupy the market, but to seek new breakthroughs or long-term development, product diversification is an inevitable trend. It is easier for single-item enterprises to encounter real problems such as slowing or stagnant sales growth, difficult market bottlenecks, and difficulty in upgrading brand added value in the development process.
Due to the different functional activity spaces and application spaces, the demand for lighting is also different. Therefore, mature enterprises must not only achieve the specialization of single products, but also meet the diversified needs of categories. Three males. Li Quan, manager of Aurora Brand Management Center, said.
For companies looking for a single product, it is not only good products, but also enduring loneliness and pressure, so that they can finally win the market. But at the same time, as a truly ambitious and future-planned company, we should not be addicted to the strategy of single product being the king. Instead, we should review the situation, make positive progress, and create a better future. Tao Wenming, deputy general manager of Shouzhuo LED Lighting Marketing, spoke out the voices of many small and medium-sized lighting companies.
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