LED enterprise performance damage deep-seated factors?

LED lighting business National Day golden week sales promotion, the overall rough observation, may not be as good as ideal. Some companies are not bad, some enterprises. The situation is not good because the technology is not strong enough? Is there any reason other than technology?

If the technology has encountered a bottleneck, have not thought about the functional design and design of the new point of view? For example, the product features to add one or two innovative features (these features are not necessarily LED Technology); or, the design of new, good-looking, and even for different age product appearance.

Have you ever thought about installing LED lights to other products? Can be a lot of friends in other industries to promote the application of LED lights, the common design of new products, the LED lights included, providing lighting, intelligence or other functions.

In fact, in addition to technology, there are many factors affecting the performance of enterprises. Yesterday put forward the concept of management, emphasizing the professionalism and initiative of employees. The following article is the author of the concept of marketing and marketing concepts, for reference only.

LED industry downturn is the national macroeconomic reasons, however, not in the microcosmic level, the reason of the industry and enterprise can be ignored, some deep-seated factors should cause reflection of the industry of a person with breadth of vision.

LED "good opportunity" into a "encounter""

LED light source technology maturity and popularity of the lighting industry to bring a golden opportunity. LED energy saving effect and life length compared with the traditional light source several times or even dozens of times, application advantages and LED function of unique charm, this can be in the form of all-powerful trend of traditional lighting at the same time, pulling a huge demand for alternative and new markets, highlighting the vitality of the market. However, we can not help but think that this kind of social scene has not been able to maintain for a long time, low grade, counterfeit goods, etc. in the absence of standards and the confusion of the market environment, such as the role of multiple factors. LED patented an innovative light source to enter the market less than half the time, infringement counterfeiters no less than ten; a patent LED lamp module, in a year's time is almost the majority of manufacturers are using imitation lamps.

No exaggeration to say that in recent years, the ordinary LED lamp has become almost regardless of manufacturer or dealer, whether large or roadside shops can produce products, counterfeit infringement become "sophisticated products" to market. As a result, a century of opportunity for the rapid evolution of an industry, the great leap forward, but also led to the chaos in the market, the encounter". If the results of market competition and the traditional "dream vaguely tears of mother, the city of the first king of the flag" in the market competition of brand switching, and the recent LED market competition situation, even this illusory dream vaguely death the king of the flag nor tree side. This shows that the tragic situation in China LED.

"Single product breakthrough" into a "brand grave"

Overview of development of LED lighting in recent years, it is not difficult to find, some of the market is relatively active enterprise market although there is no lack of ambition and grand ideals, but the tactic is lackluster, slogan loudly, do not see the market steady growth. The result is not on the way to die, that is, drift in the struggle. Even if some people have a wealth of listed companies, this can be made with the strength of the brand model, but a few years down, the market performance is really disappointing. The reason is that these enterprises in the product on the one-sided understanding of the so-called "long board strategy" in the traditional "bucket principle" when questioned, that enterprises with one or two ultimate products can hit the market, for the survival and development of space, therefore, single product breakthrough they become a magic weapon to win the market.

As everyone knows, a single product has a single product of the road, and not any industry and any model are suitable for the use of a single product strategy. There is a significant difference between the purchase mode and consumer behavior of the lighting market customers and other industries. Left this awareness, only from a single product to talk about marketing, it is difficult to establish the image of the application of the brand, not to mention the establishment of the consumer favorite brand.

For the lighting industry, whether it is the era of traditional light source or LED era, relying on a single product can only do some sales, it is difficult to create a strong market brand. In the Internet era, lighting enterprises can use a single product breakthrough, but also need the help of the third party platform to participate in system integration and terminal application, so as to achieve the double effect of sales and build brand in a wide range of network layout in.

Big circulation has become a channel impassable"

In recent years, China's LED lighting marketing model has produced an incredible concept, that is, the so-called big circulation". From this concept, derived from the "big circulation products", "big circulation channel", etc.. With the "big circulation" corresponding, should have "small circulation" concept, and here's "big" and "small" is how to define the distinction? LED lighting industry unwritten rules tell us where the "big circulation products" refers to those who use a wide range of T5 bracket, T8 lamp, light bulb, both Home Furnishing lighting section is not completely Home Furnishing application, other is "small circulation". So, these so-called "big circulation product" really can flow?

The classification of social products is very important for marketing, because the accurate definition of product attributes is the prerequisite and basis for the development of enterprise marketing model. The social significance of marketing