Chinese enterprises to enter the Japanese market brand building needs to weaken the Chinese color"

The change from incandescent lamp or fluorescent lamp to LED lighting has brought great changes to the lighting industry, one of which is to set off a number of enterprises have been involved in the business trend. In the past, Matsushita and Toshiba and other large companies have shown an absolute influence, and in many new enterprises to enter the field, to explore new forms of design and new business model increasingly active. The background is that LED lighting has the characteristics of high flexibility in design and modeling. But Japan's new lighting market boom has come to an end, with the popularity of LED, new companies began to feel the obstacles to the business. Price competition with other companies and how the product differentiation. In the product popularization, the price is getting lower and lower, the new enterprise must be more serious than ever before considering the big manufacturers of brand appeal and combat measures. This is because, if the characteristics of the new business and large enterprises the same, the majority of customers will choose a slightly higher price but has a famous brand products. New businesses use new business models to overcome this barrier is becoming more and more active. In March 5, 2013 ~ 8, held in Tokyo, the "2013 Lighting Exhibition", the new enterprises in the context of this industry trends to take measures are increasingly compelling. Seeking Datong, the new company is one of the typical measures to join the Re:ray brand aimed at the new business of LED lighting. "Re:ray" brand by the famous enterprises engaged in the business of developing photo printing equipment - Japan Noritsu steel machine launched in July 2012. The group's industrial equipment trading company NK Works led the formation of the environmental business enterprise group, the company will use a number of alliance system sales Re:ray brand products. One of the main products is LED lighting. Five companies are good at different goods and business areas to cooperate together, these enterprises are, has the advantages of high top chandelier mounted to the entertainment hall and other places in terms of Light Beam (Osaka city), good offices and commercial facilities in Shimane electronic imafuku production LED lighting (by Tian Shi Shimane Robinson), DigiLight sales of main products for text signs and digital signage (enterprise, high Xiuqi in Wakayama County of Hainan city), engaged in LED lighting business Meritech (Osaka city) of the four companies, NK Works (Wakayama County of Wakayama city). The use of flexible systems to challenge large enterprises is mainly responsible for the sales of NK Works and Meritech. Intends to use the sales channels of the two companies to customers with the use of five company products lighting solutions. A company can only put forward solutions in a limited area, but after a number of companies to cooperate, you can sell LED lighting solutions". The idea of these companies is that, although the companies are small and medium enterprises, but a number of flexible and flexible business together, you can play the advantages of large enterprises do not have. Such as the speed of product development and customer needs. According to the requirements of the customer's customized products, large enterprises can not meet the details of the requirements can also meet. In this exhibition, many visitors have come to the Re:ray brand exhibition, showing a strong interest. According to reports, under the unified brand, the booth will be synthesized after a good customer response. This practice also hides the possibility that if the alliance enterprises to join hands to meet customer requirements, and the formation of the best solution, you can build a new business system LED lighting. Weaken the "Chinese color" to get the Japanese market in the new enterprise, and some Chinese enterprises in the development of Japanese business put forward a new policy. In March 2012, the LED Next Stage, the Chinese companies intend to enter the Japanese market in full swing. In this exhibition, there are many Chinese enterprises exhibition. But in the Japanese market, Chinese companies failed to improve performance. In addition to the second half of 2012 began a lot of problems between China and Japan, including in 2013 the rapid depreciation of the yen, down China enterprises and Japanese manufacturers price gap, "China = LED lighting low price" of the situation is difficult to continue. In this situation, Chinese enterprises began to take the brand strategy, which is to make the product as far as possible with no Chinese color, in order to better promote products to Japanese customers. For example, ETI-LED Solutions Japan (ETi branch) of the new strategy is to sign the German brand licensing agreement AEG fully into the Japanese market, to build corporate image. The company's parent company is Guangdong electric, is a large enterprise in the production of LED chips and final lighting products. Until 2012, the company's exhibition has been focused on improving the ETi brand awareness, and this is the focus of publicity AEG brand. At present, the company is committed to OEM business in Japan, but its goal is to actively promote the AEG brand to enhance their own brand sales performance. One of the new LED lighting industry companies to compete with the sales network and technology is one of the measures to quickly change their business model, committed to brand building. As long as the future to maintain this vitality, the popularity of LED lighting and new lighting methods will emerge in an endless stream.