Dongguan: marketing revolution LED lights began to "installment payment"

LED energy-saving lamp industry, surface scenery, inner sadness, the reason is very simple: not sell. The price of a light bulb is several times higher than that of an ordinary fluorescent lamp. In the case of production costs can not be depressed, the LED industry set off a revolution in marketing: the use of electricity in the province to buy electricity installment payment, the company has become a common marketing tool.

Dongguan has become a city of LED

In Kuang Zhixiong's office, like most of Guangdong's bosses, there is a tea table that can sit around the Kung Fu tea. The difference is that next to the coffee table lit two 1 meters long, each lamp tube is followed by a meter, red reading time beating. Whenever there is a guest, he will be introduced to them: This is an ordinary fluorescent lamp, which is LED energy-saving lamps, their electricity consumption by 3 times.

Kuang Zhixiong's old job is to do hardware jewelry processing, but recently, he was eyeing a new industry. That is LED energy-saving lamps.

In early 2001, the local electronic enterprise is the most famous fortune electronic Dongguan decided to join the LED. The leadership decided to land the CPT processing profits, R & D investment LED.

By the end of 2008, Foxconn invested heavily in Wuhan, in 2009 and entered Ji'nan, the development of LED projects, to stimulate the ambition of the companies to join LED. Taiwan funded enterprises with a number of factories in Dongguan, Changan, Shijie Qingxi Town Lite on technology, but also to join the LED industry and get 15 bank loans. KingSun, Emperor light, gallium in semiconductor, 100% of science and technology, digital lighting and other companies have joined the ranks of LED.

Dongguan municipal government data show that Dongguan has become the Pearl River Delta LED City, the city is currently engaged in LED lighting technology and product production and operation of more than 60 companies, sales revenue of more than $2 billion. November 2009, the municipal government office issued the Dongguan LED industry development and application demonstration work to promote the implementation of the plan, proposed in 2015, the annual output value of Dongguan LED lighting to reach 15 billion yuan.

The lamp price scare consumers

Unfortunately, LED companies generally encounter is not sell. "The whole industry is the same, can not sell. You say such, people are in favor of a quote, immediately; silence. "Kuang Zhixiong, general manager of Jinyang Energy Saving Technology Co., Ltd., Dongguan, said.

Kuang Zhixiong told a story: he introduced to a friend of his own production of LED energy-saving lamps, friends praised. Asked the price, he Zhixiong low voice: "more than and 100. "Friend surprised:" so expensive! Who will buy ah! "Kuang Shi Yu dumbfounding:" in fact, where to sell more than and 100, I have a cost of more than and 200, said to frighten people, so I tried to say that the more than and 100, but the people are still too expensive. "

Why LED energy-saving lamps so expensive? Kuang Zhixiong has been holding a split tube, neatly inside with a small box. "This is the small LED particles, we have to buy 5 cents a. There are 250 of these tubes. He took the lamp, about 1.2 meters, the normal retail price of about $250.

Kuang Zhixiong's office, used to produce their own energy-saving lamps compared to the ordinary fluorescent lamp, is in the factory next to a small shop to buy the Kuang Zhixiong. This kind of fluorescent light 10 a few dollars can buy, I bought this root is less than 10 dollars. "

Such a few times the price difference, making the LED energy-saving lamps difficult to fly into the homes of ordinary people".

To help push the installment"

Kuang Zhixiong wondered how he could get his LED tube sold.

In the Dongguan Nancheng Hongfu Road Bureau upstairs, a "street zero investment" advertising attracted the attention he Zhixiong, such "zero investment" street advertising, he also encountered in other places. Reporters learned that the investigation, in the field of LED street lights, companies are also plagued by the sale of the same. Dongguan Fudi electronics, KingSun, RONG Wen lighting introduced the "energy management contract" model. Behind this seemingly too profound to be understood term is actually very simple: buy from street units to bank loans to buy LED street, with annual savings of up to 60%-80% electricity (i.e. using ordinary street lamp and LED lamp electricity difference) to season or year to repay bank loans.

This model can not be introduced into the street outside the LED lamp on it? Kuang Zhixiong decided to try. Before he had reached an agreement with the bank, he decided to make a payment on his own. He clearly knows that the management of the maintenance of street lights are the government or the village community, a strong sense of energy saving, and it is impossible to fail, there will be no payment installments. But if it's a family or a factory, credit is a big problem. He had to give up the attempt in ordinary families and factories, turned to real estate, shopping malls, hospitals, schools and other units.

"Now there are a few cells in the trial of our LED energy-saving lamps, as well as a shopping mall in the trial. Kuang Zhixiong said that although the negotiations of these customers is more difficult, but finally opened the head. The installment payment to buy his daily operations to bring the biggest problem is that the recovery of funds is too slow, it is easy to cause funding strand breaks, he needs a lot of liquidity. "We're talking to the bank, and the bank is interested. If we agree, we might be able to promote a large area in Dongguan. "