[Text|High-tech LED reporter Luo Shenghua] In 2014, the LED lighting market as a whole was improving. In the past, the industry curse of “increasing income without increasing profits†was gradually broken by lighting companies such as Sunshine Lighting and Sanxiong·Aurora, and the benign development of various lighting companies also gave confidence to the industry.
However, the positive overall market situation does not mean that all companies have experienced a surge in performance. In the first half of this year, the relative decline in the net profit of lighting companies such as Qinshang Optoelectronics and NVC Lighting indicated that the battle for the lighting industry has entered a “white-hot†stage.
Dr. Zhang Xiaofei, chairman of Gaogong LED, pointed out that in order to seize market share, various companies have already been gearing up. In addition to the previous price wars, competition for brands and channels will begin. In 2014, the competition in the entire LED industry will become more intense.
"From the development of the industry last year, LED lighting products will be separated from pure price competition and turn to the value competition of products." Liu Wei, general manager of Zhen Mingli Domestic Center, told the reporter of "High-tech LED".
As Liu Wei said, due to the serious problem of product homogenization, before this, the competition of lighting products is often limited to the price level. Taking e-commerce as an example, although the product usage function and related quality information are public, because it is impossible to experience in person, the most direct feeling left to the consumer is often whether the product is cheap enough. For this reason, the e-commerce platform has been misunderstood as a stage for middle and low-end products.
Low-price competition has caused some small and medium-sized lighting to suffer bankruptcy due to the break of the capital chain. Since the beginning of this year, the “running down†incident of business owners has been in constant stream, and it has also sounded the alarm for LED lighting companies that are trying to compete with “pure low pricesâ€.
Liu Wei believes that with the changes in people's consumption, the future lighting market competition may shift to the quality of products and differentiated product services. The means of “pure price†competition will ultimately benefit little.
In fact, when the industry enters the stage of rapid growth, although the opportunities and the space are consistent, due to the contradiction between the marginal decline in market capacity growth and the increase in the maturity of the industry, the competition status faced by enterprises is also different. In this process, the market positioning that companies follow is critical.
“Actually, as market demand changes, companies will follow different market positioning, but regardless of which one is followed, improving product quality and service value is the direction that companies must adhere to.†Liu Wei stressed to reporters.
September 26th, 14:00-17:30, September 27th, 9:30-17:30, "The 12th High-tech LED Industry Summit Forum and LED Supply Chain Brand Summit" will be held at Guangzhou Pazhou Canton Fair Held (2014 High-tech LED Exhibition held concurrently).
This year's summit will invite high-level leaders of global and Chinese LED industry chain to give keynote speeches, and invite nearly one thousand LED industry chain enterprises from all over the country to attend the conference.
In the new lighting situation, the summit will explore the competitive strategy of lighting companies in the diversified competition to win.
However, the positive overall market situation does not mean that all companies have experienced a surge in performance. In the first half of this year, the relative decline in the net profit of lighting companies such as Qinshang Optoelectronics and NVC Lighting indicated that the battle for the lighting industry has entered a “white-hot†stage.
Dr. Zhang Xiaofei, chairman of Gaogong LED, pointed out that in order to seize market share, various companies have already been gearing up. In addition to the previous price wars, competition for brands and channels will begin. In 2014, the competition in the entire LED industry will become more intense.
"From the development of the industry last year, LED lighting products will be separated from pure price competition and turn to the value competition of products." Liu Wei, general manager of Zhen Mingli Domestic Center, told the reporter of "High-tech LED".
As Liu Wei said, due to the serious problem of product homogenization, before this, the competition of lighting products is often limited to the price level. Taking e-commerce as an example, although the product usage function and related quality information are public, because it is impossible to experience in person, the most direct feeling left to the consumer is often whether the product is cheap enough. For this reason, the e-commerce platform has been misunderstood as a stage for middle and low-end products.
Low-price competition has caused some small and medium-sized lighting to suffer bankruptcy due to the break of the capital chain. Since the beginning of this year, the “running down†incident of business owners has been in constant stream, and it has also sounded the alarm for LED lighting companies that are trying to compete with “pure low pricesâ€.
Liu Wei believes that with the changes in people's consumption, the future lighting market competition may shift to the quality of products and differentiated product services. The means of “pure price†competition will ultimately benefit little.
In fact, when the industry enters the stage of rapid growth, although the opportunities and the space are consistent, due to the contradiction between the marginal decline in market capacity growth and the increase in the maturity of the industry, the competition status faced by enterprises is also different. In this process, the market positioning that companies follow is critical.
“Actually, as market demand changes, companies will follow different market positioning, but regardless of which one is followed, improving product quality and service value is the direction that companies must adhere to.†Liu Wei stressed to reporters.
September 26th, 14:00-17:30, September 27th, 9:30-17:30, "The 12th High-tech LED Industry Summit Forum and LED Supply Chain Brand Summit" will be held at Guangzhou Pazhou Canton Fair Held (2014 High-tech LED Exhibition held concurrently).
This year's summit will invite high-level leaders of global and Chinese LED industry chain to give keynote speeches, and invite nearly one thousand LED industry chain enterprises from all over the country to attend the conference.
In the new lighting situation, the summit will explore the competitive strategy of lighting companies in the diversified competition to win.
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