As the core component of lighting products, light source has always been the focus of attention in the industry, and the performance of these light source product manufacturers is always the object of attention of the industry. In recent years, with the global economic recovery, production costs and prices have risen, and market profits have gradually become thinner. These have brought a lot of confusion to light source enterprises. Old-fashioned enterprises are facing the impact of new forces, and small and medium-sized enterprises are facing strong momentum. The brand reshuffle, the industry brand has evolved from a mixed period to a high standard, high quality, high demand brand era. In this process, energy-saving lamps have successfully entered the rural market, and LED technology innovation needs to be solved urgently. The bracket light source fluorescent tube has entered the high-end brand cultivation period, and the new generation of induction lamps has appeared in an efficient and energy-saving manner. In this seemingly unpredictable market process, the breakout work of enterprises facing dilemmas is different. In this issue, we plan to focus on what kind of challenges light source companies face in the new round of economic wave. Opportunities, how they will stand out and win the market.
Light source theme energy saving and environmental protection
In recent years, with the rapid development of China's economy, the Chinese light source market has also grown rapidly. At present, a new industrial pattern represented by energy-saving lamps, LEDs, T4/T5 fluorescent tubes, and electrodeless lamps has been formed. These products have an obvious common feature, that is, energy saving and environmental protection. The formation of a new pattern of the four major product lines has made outstanding contributions to alleviating the global energy shortage. With the promotion of the “energy saving and consumption reduction†work, energy conservation and environmental protection are still important trends in future product development.
From the field of energy-saving lamps, 90% of the world's energy-saving lamp products are from China. At present, there are nearly 2,000 energy-saving lamp manufacturers in China, and the large-scale energy-saving lamp manufacturers are mainly distributed in Guangdong, Zhejiang, Shanghai, Fujian and Shandong. And other areas. Since 1996, a number of strong energy-saving lamps have emerged in the domestic light source market. Among them, the old-fashioned enterprises represented by Zhejiang Sunshine and Foshan Lighting have transformed themselves into new brand image and influence, and they have been in the early stage of this newspaper. It is clear from the survey results of the top 500 dealers that these brands have a good performance in the market.
Secondly, the “emerging faction†represented by “small ghosts†quickly “surrounded the city by the countryside†and developed rapidly, pushing the first-line brands and even successfully compiling the first-line brands. Furthermore, the Shanghai energy-saving lamp company represented by Shanghai Luyuan has performed well in Shanghai's domestic market, but it is not active in other provinces in China. From the development situation in recent years, although it has changed, it needs further Work hard. In addition, Xiamen energy-saving lamps enterprises represented by Donglin Electronics are mostly export-oriented. In recent years, despite the serious impact of EU anti-dumping, they have actively carried out reforms. In addition to building production bases overseas, they have fought in the Americas. Outside the Australian and Southeastern markets, it has responded positively to EU anti-dumping and has also achieved good results. In addition, these export-oriented light source companies have also begun to stop in the domestic market. The foreign brands represented by TCP have encountered the embarrassing situation of “unacceptable water and soil†in recent years, but their influence on the domestic market cannot be underestimated by relying on strong brand advantages.
From the perspective of LED field, China's LED lighting industry started in 2003. Up to now, it has formed four major regions in the Pearl River Delta, Yangtze River Delta, Southeast China, Beijing and Dalian. Each region has basically formed a relatively complete Industry chain. Up to now, there are more than a thousand LED companies in China, of which there are about 25 extension and chip manufacturers in the upper and middle reaches, and more than 1,500 downstream packaging enterprises and application enterprises, but the scale is generally small. The application of LED in the lighting industry is more concentrated on the application of decorative lighting fixtures such as display screens, advertising light boxes, signal lights and guardrail tubes, and more functions as point light sources and auxiliary lighting. There are almost no applications in general lighting. This is in stark contrast to the social voices that have long been called "new light sources in the 21st century" and "promising to replace ordinary lighting."
In the past two years, many LED companies have begun to invest in the research and development and production of LED lighting sources and lamps, such as Hong Kong Zhen Mingli, Shenzhen Lianchuang Jianhe Optoelectronics, Zhongshan Weilai, Fuchenglong Lighting, etc. . In addition, Jiangxi Jingneng Optoelectronics has carried out two rounds of financing of 50 million US dollars, which will be mainly used for the research and development of epitaxial wafer materials for semiconductor lighting. In this way, Jingneng Optoelectronics will become one of the few growth gallium nitride on silicon in the world ( One of the companies of LED epitaxial wafer materials, it is easier to avoid the patent encirclement of many companies such as Nichia and CREE, which has become a new way to improve the efficiency of electro-optical conversion and reduce costs in China. Moreover, Jingneng Optoelectronics uses silicon as the LED substrate, and the cost is only one-tenth of the cost of mainstream LED companies in the US and Japan. Such competitiveness will make its application products more easily popularized. At present, the companies involved in semiconductor energy-saving LED chips in China are Lianchuang, Fangda, Dalian Luming and so on. These core enterprises strive to form a complete industrial chain on their own technology and achieve a certain scale of production.
From the perspective of the fluorescent tube field, in recent years, the fluorescent tube brand has presented four forces. One is the “old tree sproutingâ€, and some established companies and brands have transformed themselves and transformed their brand image and influence, such as Buddha Photo and Nine. The second is “awesome after the birthâ€, some emerging companies are developing rapidly, and they are forced to become first-line brands and even successfully squeeze the first-line brands, such as Sidon, etc.; the third is “by specializationâ€, and some professional brands that are refined in the industry are becoming the leading brands. Afterwards, it gradually integrated into the development of comprehensive branding in the industry, such as the commercial brand leading brand NVC, the home leading brand Oup, etc. They all extended their development reach to multiple segments, integrating resources to build a comprehensive brand; fourth, “export to domestic sales†"A lot of companies that have done a good job in overseas markets have gradually turned to the domestic market to create a brand-divided domestic cake. Chenhui Guangbao is a fourth force.
From the field of induction lamps, the electrodeless lamp is a new type of light source product, which has broad market prospects such as high efficiency, energy saving, shockproof, long life, environmental protection and energy saving, no stroboscopic, good color rendering, no need for preheating and other remarkable features. More and more attention is paid to domestic light sources. Up to now, according to the characteristics of the electrodeless lamp, it can be divided into two types: high frequency electrodeless lamp and low frequency electrodeless lamp. Among them, the high-frequency induction lamp is represented by Shanghai Hongyuan, while the low-frequency electrodeless lamps are Guangzhou Shichang Danda and Shenzhen Greene. Due to its high-density technology content and unique patented technology, the electrodeless lamp must have certain scientific research capabilities. Compared with the production of energy-saving lamps and LEDs and fluorescent tubes, it has high barriers to entry and is difficult to imitate and product. The problem of homogenization. Moreover, as far as the current electrodeless lamp products are concerned, the products produced by various manufacturers are also different in terms of technology. Of course, the patented technology and high efficiency, longevity and other characteristics also bring high market profits for the development and production of induction lamps.
Seven major puzzles of light source companies
Cost confusion: As far as the industry is concerned, the biggest problem currently exists is the low overall profit rate. The market price of mainstream light source products is declining within a certain range every year, but the manufacturing costs of enterprises (mainly in labor), marketing costs, management costs, and service costs are rising, and profits are gradually shrinking.
Brand confusion: In the current industry brand awareness awakened, and has formed a strong brand in various sectors of the industry, brand promotion has become the focus of various production companies. However, in the case that a strong brand has already formed, small and medium-sized energy-saving lamps companies want to make a comeback, which has become much more difficult than a few years ago. In this context, everyone shouts as a brand, and there is less work done in a solid way. The whole industry is rather impetuous.
In addition, the fluorescent tube brand in the high-end market, there are largely low status of brand market awareness, weak consumer awareness, high education costs, high-end market consumption environment is extremely immature, has not yet formed. This is a major cause of restricting the development of industry brands. The industry needs leading companies to take responsibility for fostering, innovating and leading in the domestic high-end market.
Channel confusion: The consensus that “channel is king†and “channel is marketable†has been unanimously recognized in the industry. However, according to the investigation of the previous period of this newspaper, the light source operated by the top 500 dealers nationwide The products are mainly concentrated in some well-known enterprise products in the market. The product channels of small and medium-sized enterprises are not optimistic.
Quality confusion: At present, China is the world's largest producer of energy-saving lamps, but more than 70% of high-quality products are exported, and the domestic market is full of fakes from small workshops. This also reflects from one side, we are not producing products of good quality, but a large number of "swindler products" to make the domestic market "black smoke".
Technical confusion: The innovation of energy-saving lamps, LEDs, and fluorescent tube product lines is still insufficient. The phenomenon of homogenization and shoddy products is more serious. Among them, LED domestic company's self-produced epitaxial wafers, chips, electro-optical conversion efficiency is not as good as foreign, domestic LED chip supply capacity is far from meeting the needs, but also must be imported in large quantities, in addition, there are few proprietary intellectual property rights, these are now Domestic companies must accelerate the resolution of key issues.
Talent confusion: The entire industry lacks a team of professional talents, including technical talents, marketing talents and corporate management talents. Talent breakthrough is a big problem encountered by lighting companies. Many enterprises lack talents, especially professional managers with high quality and ability.
Service confusion: Service awareness is still not enough, and most of them are still self-centered.
Break through the good strategy to build a brand
In recent years, as the world's energy shortages have become more prominent, governments around the world have placed "energy conservation and consumption reduction" at the top of the list. The Chinese government is in April this year, the Premier of the State Council. He presided over the State Council executive meeting to study and deploy the work of strengthening energy conservation and consumption reduction, marking that China has put energy conservation and consumption reduction work at an unprecedented height. Under the background of this big guidance, the light source enterprises sing the green theme from the development of the product line to the promotion of the market brand, leading the environmental protection and energy-saving product positioning, and their breakout methods are also different.
Brand breakout: According to the performance of various enterprises in the market, we can see that the brand building of light source enterprises has undergone new changes. We can find that many large enterprises have begun to focus on the development of mass brands. For example, Zhejiang Sunshine is in CCTV. Advertising has expanded the popularity of the products, which has played a significant role in developing dealer outlets and driving market sales. Moreover, the cooperation between Opt and CCTV can also be seen that the lighting products, especially the mass-marketing of energy-saving lamps, have attracted the attention of the industry.
Management breakout: In today's increasingly standardized market behavior, the so-called brand operation is not as simple as the company's VIS and TV, print advertising, the company's internal management and market combat level is highly valued, among which The most representative companies are Zhejiang Chenhui, Shanghai Luyuan, and Shanghai Baodi. They have invited professional planning companies to conduct a full range of regulation and evaluation, and to develop a set of internal management and marketing aspects of regulation and management.
Marketing breakout: “The channel is the market.†In terms of channel breakthrough, Foshan Lighting, an old-fashioned enterprise of energy-saving lamps, introduced professional marketing talents as the marketing director of the company. In the first half of the year, the marketing strategy was reformed and a competition mechanism was introduced in the dealers. Break the operation of regional brands, clarify the brand strategy, and target different market segments with different product brands. The small ghosts go deep into the secondary and tertiary markets, standardize the operational processes in the after-sales service, strengthen the service quality, and continue the market strategy of “urban encircling the cityâ€.
Zhejiang Chenhui Guangbao Technology Co., Ltd., like many domestic companies that sell to domestic sales, is also faced with the “transformation of the relative standard process of the international market environment to the absolute complication of the domestic market environment†and the relatively single fixed orientation of foreign customer demand. The problem or confusion of the absolute diversification of many varieties and small batches of domestic customers demanding from time to time. The market competition pattern of relatively large, small, miscellaneous, scattered and chaotic in the domestic market has largely affected the brand process of Chenhui Guangbao's high-end cutting into the domestic market. In response to the above problems, Chenhui Lite has implemented a multi-view and multi-latitude response. First, aiming at a key to the domestic market, one policy, one market, one market change, diversified consumer demand, market segmentation; second, the establishment of information resource integration system, improve the market management system and marketing service system; Market operation and brand communication began to operate from the regional market. “Point-to-face control†gradually created “four-dimensional integrated model market†and gradually copied and gradually promoted; fourthly, it quickly spreads the combination, creates momentum and revitalizes the market, and forms marketing synergy to Speed ​​and differentiation strategy competition, replacing sales with marketing, successfully squeezed the domestic market.
In recent years, Sanxiong Aurora Lighting has made great breakthroughs in technology, product structure and channels, among which T5 series products have achieved good results. In order to ensure the high standard and high quality of the products, the company has established a highly educated and high-quality professional technical team of more than 300 people, laying a solid foundation for product quality stability. In terms of customer service, the company has professional lighting designers, sales engineers, after-sales service specialists, and customer service assistants at its headquarters and offices to provide services to sellers and users. In addition, the company regularly sells products and sales to vendors. Training in software applications and other aspects to improve professionalism.
Cost, technology, talent breakthrough: In the past two years, many companies engaged in LED production have begun to invest in the research and development and production of LED lighting sources and lamps, such as Shenzhen Lianchuang Jianhe Optoelectronics, Zhongshan Weilai, Shenzhen Fucheng Dozens of lighting and so on. In addition, Jiangxi Jingneng Optoelectronics has carried out two rounds of financing of 50 million US dollars, which will be mainly used for the research and development of epitaxial wafer materials for semiconductor lighting. In this way, Jingneng Optoelectronics will become one of the few growth gallium nitride on silicon in the world ( One of the companies of LED epitaxial wafer materials, it is easier to avoid the patent encirclement of many companies such as Nichia and CREE, which has become a new way to improve the efficiency of electro-optical conversion and reduce costs in China. Moreover, Jingneng Optoelectronics uses silicon as the LED substrate, and the cost is only one-tenth of the cost of mainstream LED companies in the US and Japan. Such competitiveness will make its application products more easily popularized. At present, the companies involved in semiconductor energy-saving LED chips in China are Lianchuang, Fangda, Dalian Luming and so on. These core enterprises strive to form a complete industrial chain on their own technology and achieve a certain scale of production.
This year, from the international leading company of light source electric appliances, Meibo Optoelectronics invited an expert engineer specializing in light source electrical appliances to specialize in the research and development of high-end light source electrical products. So far, the company has many experts in engineers and above. In August, the Meibo Optoelectronics Laboratory, which is at the forefront of the domestic light source field, was formally established, providing a solid R&D platform for its product innovation.
Shenzhen Grid is currently addressing the issue of product portfolio and new product development, as well as tailoring the right product line for the channel. In June of this year, the company wholly acquired the “German Premiumâ€, in order to enhance the competitiveness of the industry in the lamp panel and bracket by leveraging the powerful product development and manufacturing capabilities of “German Youbaâ€. The company will also pass The acquisition approach integrates the resources of other lighting companies to improve overall performance and competitiveness.
In addition, various light source companies have started plans to invest and build factories in the field, such as NVC in Chongqing, Yaming in Jiangsu, TCP in Zhenjiang, and Xiangyang, and this measure is too high to alleviate the shortage of human resources. Production and management costs have found a new way out.
Author's note
The market is unpredictable, but we can look for experience and summarize faults and lessons from market changes. As the price rises, the cost is generally high. We must take corresponding measures to deal with the decline in profits, and reduce the cost of integrated products to gain competitive advantage under the new competitive landscape. Brand value is of course important, but we must also clearly understand that in the case that a strong brand has been formed, it is impossible to talk about brand building in a situation where the market is good and the product quality is solid. In addition, it is the long-term plan for the company to cultivate professional management and technical talents and lay a solid foundation for the development of the company.
In addition, we must learn the lessons of energy-saving lamps at the beginning of “saving electricity and not saving moneyâ€. When LED technology is not yet mature, we must not blindly put LED lighting products on the market. Energy conservation requires a general economic indicator that cannot be built on the cost of scarce resources in countries that are over-consumed.
If products, markets, and services are the lifeblood of enterprises, then technology can be said to be the lifeblood of enterprises, while talents are the lifeblood of enterprises. As for capital, it can be said that it is the fate of enterprises. Enterprises must grasp the lifeline, open the door to life, protect the roots of life, and plan for destiny. In this way, enterprises can develop in a healthy way.
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