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I. Data Analysis It is understood that there are more than 200 LED enterprises in Guangzhou, of which 80 are application companies and more than 10 billion yuan for semiconductor lighting industry. Guangdong's LED output value can account for half of the country's share, Guangzhou's contribution is also a lot.
The author found in a number of Guangzhou LED lighting companies that although the number of enterprises in Guangzhou is not many, they have obvious local characteristics in brands, products, channels and teams. Compared with other LED companies, Guangzhou enterprises appear to be relatively rational, and most companies will combine their own advantages to seize the market. For example, the advantage of listed company Hongli Optoelectronics lies in capital and packaging; traditional lighting giant Sanxiong. Aurora has both channels and scale; Guangri Electric and Guangyi Optoelectronics have embarked on a diversified development path relying on the background and strength of state-owned enterprises; and companies such as Yajiang Optoelectronics and Liangmeiji have strong outdoor lighting products. .
The magazine randomly selected 20 companies in Guangzhou to conduct surveys. According to the survey data, Guangzhou regional lighting companies are mostly export, domestic sales or focus on domestic sales, while export-only enterprises are very rare (as shown in Figure 1). ), this data is very similar to the previous survey data of Foshan regional lighting companies.
Lighting companies in the Guangzhou area, the company's product types are relatively rich, it is difficult to see companies based on single products. It can be seen from Chart 2 that the regional lighting enterprises in Guangzhou have a large scale distribution, and the turnover is relatively evenly distributed from 30 million to 1 billion. In terms of promotion, lighting companies in the Guangzhou region are more likely to adopt a variety of methods to promote, of which print advertising is a must for all companies. At the same time, exhibitions and online promotion are also favored by enterprises. In the sales channel, the proportion of engineering channels and multi-channel parallel models is no different. Compared with the Foshan area, engineering channels are more valued in the Guangzhou area.
Second, the hundred views of the steady forward brand strategy Guangzhou Guangwei Lighting Technology Co., Ltd. Chairman Zhou Tanyi at this year's Franfolk exhibition, I visited a lot of international lighting companies' products. In fact, many domestic products are not far from quality, design, and light efficiency. Why is there such a big gap in sales? There are several main problems: first, the details of the product processing; second, the delicate and beautiful problems of packaging; third, the display is also very important, the product display effect of foreign companies makes people feel very professional, but many companies in China I am used to putting products together, there is no beauty at all; the most important point is that brand awareness is not enough.
In the LED industry, there are too many companies, so there are many customers' choices. In fact, the LED product gap is not large. The real difference is the brand's competitiveness. Therefore, to get the opportunity for SMEs to survive, they must take the brand strategy and let their brands penetrate the hearts of the people. The most important brand strategy of SMEs is to seek stability, to find their own positioning, not to be in a hurry, and to survive and develop in a certain period of time. Taking light as an example of lighting, although it cannot be compared with traditional large enterprises, the quality of products is relatively good. Before the lighting, the company has been immersed in R&D and production. The weakness in the sales channels is obvious. Therefore, it is impossible to spread the momentum to the whole country. It can only be developed first, and then the pilot will be perfected and then copied and used in other places. Of course, the market strategy is also a very important part. In order to expand the market, it is necessary to find the cooperation of dealers with like-minded dealers in various places, so that the brand promotion of enterprises can be effective.
In the next ten to twenty years, in addition to e-commerce, there should be no industry that is growing faster than the LED industry, because the world's energy-saving market has yet to be developed. To be based in this industry, SMEs can't compare with other companies and compare with themselves. Do your own positioning and follow the plan step by step. As far as lighting is concerned, many people may know Op, NVC, they are big companies, and there are many products involved. But for lighting, lighting is only focused on LED brands, and has always been committed to originality. In the LED industry, the brand is very important, there is no brand, the product is difficult to sell. At the same time, the product is also very important. Without the product, the brand can't be established. The development of products comes from originality, and young people in the future after 80 and 90 will be more inclined to original products. At present, there are very few companies in China that can insist on doing original work.
For SMEs, price wars are a mystery. The real price war is actually the price war of the brand, not the price war of the product. For example, some companies in the industry call the export number: the cheapest lamp in the industry. But they did not say that their products are the most cost-effective, or the best quality. As the society progresses, the products will only get better and better, and the price will naturally not go down. The same is true for people, and the lights are the same, always looking for a better direction.
Don't worry, don't be tempted, locate your own brand, and take the road you want to go. It is the way for SMEs to survive. The process can be cruel and torturous, but the future is wonderful.
SMEs need to be professionalized. Chen Hao, general manager of Guangzhou Desen Optoelectronics Technology Co., Ltd. Although the LED lighting industry is now entering the reshuffle period, most of them can be said that there will be no core value products without core technology. enterprise. I believe that companies must have their own core values ​​and have their own unique advantages.
For small and medium-sized enterprises, there is no advantage in terms of price because there is no cost of scale. If you want to survive the price war, you must have outstanding highlights in other areas. The first is to highlight other aspects of the highlights, such as services, after-sales, and other corporate product differentiation. The second is to take a specialized route in the channel layout. When resources and products have great advantages in some market segments, there will definitely be a certain share in the entire market channel.
Some SMEs will suffer from financial breaks, because they do not have the risk of financial differentiation, which means putting all the eggs in one basket. For example, a project uses all the human and material resources of the enterprise. Quite a gamble, not a business. You should know your own resource advantages and do what you can. The development of the industry does not have a standard that belongs to each other. Each said that it is good, resulting in a market of distrust. If you want to further in the industry, you must first improve your internal skills and improve your technical problems. And LED should also face the public, let the market recognize him.
Taking advantage of resources to promote vacancies Zhang Renmei, general manager of Guangzhou Babel Electronic Technology Co., Ltd. Our company belongs to small enterprises, but each enterprise will have its own channel model. What we need to do now is to make full use of our own resources. Management, take care of each of our customers, with a point to face. First use your own resource advantages to drive your own vacancies. If we want to continue to grow stronger and bigger, we must be inseparable from our customers. Then we must use this point to drive the integration of resources and continue to strengthen the construction of our products and teams.
Every SME will have more or less worries. For example, there will always be a shortage of funds in the enterprise, but at this time, if the company has a high degree of integrity, there will be a sustainable operation method. Why is the capital break, which is insufficient in the cost operation control, the time of payment, and the construction of its own channel.
As for the price of the product, there will be only lower, no minimum. Sometimes it is not cheap to sell, but in other people's recognition of the product, as long as the product has an advantage, expensive can also sell well.
The development of an industry is inseparable from market demand, and the government's support for the lighting industry is also very important. The future of LED is inseparable from the needs of the market, so it is more important to make products meet the market and improve the quality of products. Let people's recognition of LEDs become higher and higher.
Practical work is the foundation of Guangzhou Xingya Lighting Technology Co., Ltd. General Manager Wang Haozhen LED lighting industry will enter the shuffling period with fierce market competition, it is not very difficult for enterprises to survive, if it is dangerous, sure It is a company that is not very guaranteed in the product itself, or a company with tight capital. If enterprises want to persist in the market, they must solve the problems of their own product quality and capital turnover.
In order to get the capital turnover, we should first control the cost of good operation. In addition, many enterprises have different treatments for the project. In fact, enterprises should be treated seriously regardless of the size of the project, so that customers can be satisfied and in the money. It is also easier to negotiate and form a benign cycle.
Every enterprise has its own route. For SMEs, doing things practically is the foundation of the foothold. If you want to achieve good development, you should not pick customers and pick yourself. No matter what kind of planning, every step is done, and little by little accumulation will naturally form a scale.
Although LED lighting is the trend of the times, the current lack of technology, even if the LED is entering a high development route, but still a distance from maturity.
Finding the core competitiveness of the company Xia Xu, general manager of Guangzhou Xingyao Lighting Technology Co., Ltd. Each company has its own survival and development model. To survive, first of all, its development model must meet the needs of the market, and secondly, it needs a sound behavior. A company that is too impetuous cannot last long. In such fierce competition, enterprises must find their own core competitiveness in order to stand out from the crowd. The lighting industry is focused on the operation of products, services and teams, as well as the smooth flow of funds.
Not all enterprises will encounter the problem of capital chain breakage. If the enterprise encounters such a problem, the first one will certainly not control the operating cost. This requires solving the internal problem and not doing the work. Second, there is no Work hard and think about eating. The scale of the enterprise is accumulated bit by bit. The reason why the hidden dangers arise is actually because there is no such thing as doing a good job, such as product quality control, after-sales service provision, team construction progress and so on.
In the lighting industry, there are channels in which the channel has the best. However, in the huge demand of the market, it can be said that no channel is saturated. SMEs may not have the size of a large enterprise, but as long as they take advantage of their strengths, they can still gain a foothold in certain market segments, provided that enterprises must have competitiveness and advantages in this segment, and If you can take advantage of the advantages, then the company will certainly have a place in this field.
The fierce competition in the market is in fact a period of coexistence of opportunities and challenges. However, to seize the opportunity, we must first have the right direction of development. Secondly, we must take care of both internal and external factors, control the quality of our products, build a service team, and bring a good experience to our customers. Together with appropriate promotion, Gradually build word of mouth and image.
Many people are still not enough to understand LEDs, and now LED homogenization is too high, and there is no real standard. In such a mixed market environment, LED products will inevitably be questioned. But be convinced that the future will be a bright world of LEDs.
It is concluded that the distribution of LED lighting enterprises in Guangzhou is relatively scattered, among which Panyu is the most concentrated area, and Panyu is dominated by small and medium-sized LED lighting companies, focusing on outdoor lighting products. They are facing different and more severe market conditions, and they have adopted different means, such as OEM, but more companies are focusing more on the advantageous market segments, and they are beginning to develop and achieve complementary resources and win-win results.
Guangzhou LED lighting companies generally have long-term planning, and pay great attention to the company's own brand building and team management. In the next few years, it is the most cruel reshuffle of the LED industry. I believe that with its own advantages, Guangzhou LED lighting companies will have a place in the LED lighting market.