Know these can accurately locate the LED market!

Although the whole industry environment showing a good development trend, but also need to clearly recognize that the domestic LED lighting enterprises do not have a market share of more than 3%, which fully shows that the LED industry is still a lack of brand leader. How to guide China's "vassal brand" successful break? LED companies and how accurate siege?

We win the hearts and minds, is under siege. Semiconductor lighting market non mass market, so according to the semiconductor lighting products target customers set the dissemination of information objects, all objects will be late brand communication at a precise target audience as the center, to avoid the randomness of brand communication and randomness.

Accurately define the target market, product development strategy

Enterprises to develop business strategy, we must first clear what kind of products and services to meet the needs of consumers, that is, to solve the problem of product strategy. After the enterprise's marketing strategy has been determined, a series of specific marketing strategies have been adopted in the implementation. Including the trademark, brand, packaging, product positioning, product mix, product life cycle and other aspects of the specific implementation strategy.

The combination of LED lighting products, plastic product line continuity, future market share and profit, the complexity of the process, technology maturity, supply chain resources, application scope, channel promotion, government procurement, general lighting, the possibility of market growth conditions, enterprises can according to their own resources the precise positioning of the fist Market, develop the market promotion strategy accurate.

A, LED main market segments

Select a large market capacity of the market segments, so as to quickly. LED indoor lighting market according to the specific use of the occasion as well as different target customers to the main points, can be divided into commercial lighting, industrial lighting, home lighting and government public lighting.

At present, LED is mainly concentrated in the indoor lighting decorative lighting, such as entertainment, commercial lighting and public lighting such as underground parking lot, star hotel corridor, has not really entered the huge market of ordinary household lighting. The Ministry of industry and information technology of semiconductor lighting technology standards working group deputy leader Peng Wanhua pointed out that, according to some foreign countries to develop LED indoor lighting plan from 2010-2012 main push commercial lighting, and from the 2012-2015 main push ordinary lighting, general household lighting. From the technical point of view, the current quality of light, such as color and other aspects is not very good, and the high demand for household lighting on the light, so in recent years should not advocate residential lighting.

Compared to other segments of the market, the most mature commercial lighting project operation mode, the highest level of education of the target customers, the future is still a high-speed penetration of the market segments. In the industrial lighting and home lighting, LED lighting in the near future, the quality of light compared with the traditional lamps still exist a certain gap, the penetration rate is relatively slow, the future development potential.

Two, product sales channel analysis:

Three, product target customer analysis:

Among them, for specific product target customers are divided into:

1.LED street lamp products target customers

Target customers: the National Street management, planning and Design Institute (Institute), city lighting project review committee, Construction Committee, City Commission, development zone (District, industrial areas, tourist area), city investment company, municipal roads, street construction company, Municipal Design Institute, city and road lighting engineering construction qualification the company (one or two and three grade qualification), qualification of electrical construction engineering company (one or two, three grade), the municipal engineering company, government procurement center, government office, large real estate developers, energy conservation center, the energy conservation service company LED lighting demand unit.

2.LED tunnel lights, LED low lighting target customers

Target customers: Department of transportation, bureau of transportation, Highway Management Bureau, highway group, highway bureau, road transport authority, tunnel engineering company, Luqiao company, mechanical and electrical equipment company, traffic engineering company, rail transportation company, city construction investment company, investment company, the development of traffic construction engineering group company, tunnel engineering and Rail Traffic Design Institute, construction management station, construction engineering quality of construction engineering construction safety management station, station, building technology development center, Municipal Design Institute, Planning Institute of Transportation Planning Survey and Design Institute, the Municipal Public Bureau, committee of communications and transportation industry associations and other relevant units of demand.

3.LED interior lighting covert channel customers

Target customer:

Designer stealth channel

Including: Interior / exterior lighting designer, lighting designer, senior electrical engineer, etc.;

Invisible channel planning and design

Including: Design / Planning Institute, decoration companies, engineering companies and equipment companies, decoration companies, design companies, lighting consultant etc.;

Stealth channel leader

Including: the government evaluation experts, lighting technology experts (experts, experts, electric light source lamp measurement experts, planning and design experts, government experts, Research Association) the high court Professor, product application specialist, engineering experts;

Invisible channels of trade associations

Including: trade associations, associations, research institutes, centers, alliances and other community organizations;

Industry customer stealth channel