LED enterprises in the price war tearing force on the road to go long?

In summary, LED light source is still the focus of the major brands. Its similar marketing model - the human sea tactics, advertising bombing, similar product system - stereotypes products, positioning circulation, but also the most likely to detonate a price war. In 2015, whether the price of the distribution channel has bottomed out, the breakthrough will be where?

The light source channel fight hand to hand with the price war

"Last year, manufacturers in order to dumping, even with 0.3 watts to 1 watts as beads, 3 Watt lamp add up to less than 1 watts, but now more and more engineering companies and consumers are no longer just stare at the price, the light efficiency and guarantee are very focused on the. "The reporter recently visited the Guzhen City Ruifeng accessories manufacturers, one of the opening outlets described: at present LED lamp prices have hit the bottom line, the second half of Diaojia is very small amplitude," and the scale of enterprises or listed companies also make strategic loss to seize the market, the high price ratio is small compared to the factory. "

As said, the price war is more intense. In the case of LEDT8, since 2015, OPPLE, FSL, Linsen, Huaqiang benbon and other well-known brands to join the LED T8 lamp and detonated the "price war" intensified, the major brands of T8 lamp not only price below 10 yuan, the price of Huaqiang benbon T8 tube is as low as 6.8 yuan.

In fact, not only the domestic first-line brand so, as the LED lighting indicators manufacturers, PHILPS, OSRAM, GE also set off a different degree of circulation product price war.

T8 lamp is the replacement of lighting, lighting in the category of enterprises in the status of important. Before and after February this year, the price of the first line of the brand adhere to OSRAM also lowered to 20 yuan. OSRAM's LED T8 lamp has experienced more than 50 yuan to more than $90 from the $20 to jump below the level of three, a lower stance more close to the people.

Earlier, PHILPS's T5, T8 lamp has begun to buy 10 gifts of 3, or even buy a gift of 1 of the promotional activities of the "1"! According to Xiamen's largest PHILPS lighting one of the agents of bright lighting Mita person in charge of the promotion period, T5, T8 sales more than doubled last month. Generous price promotions in the field of civil lighting, a stone stirred waves". Some people cheered, such promotions can significantly promote LED lighting, also there are concerns that PHILPS's goal is to guide the price down, for market share, do not follow up the brand factory will face market share loss dilemma.

Driven by PHILPS, GE also launched in June GE Stik LED, not only the appearance of super popular, and ultra low price, a pack of three for only $10, or $3.33 for only $.

"If two years ago is just the brand campaign and channel flat rivalry, so this year is more obvious and the overall strength of the fight hand to hand with the price. Jiangsu Changzhou Aoting lighting general manager Su Hengbing so describe this kind of channel for LED light source.

Enterprise use of low-cost strategy to the market by storm, especially large and persistent movements, the primary question is its capital strength is strong, can profit even "negative Weng" under the condition of normal business operations support system, but also in the competition against with spare effort, when a hand to respond effectively. LED circulation products low cost strategy is often compared to Himalaya Range, the climate is special (fierce competition), close to the lowest price of the second tier brands have been hypoxia, below the lowest price has been choking. If the use of military force topped (continuous low price strategy), oxygen (funds) oxygen consumption is very large, must Beizu (money).

Prior to the ancient town, Foshan and other places of small and medium assembly manufacturers large shipments, although the value is not high, but the LED boom achievements of a number of workshops started entrepreneurs. However, with the strength of the capital of the brand's low price strategy to join together, a large number of dealers have switched to the latter 'embrace'. FSL relevant responsible person told reporters.

The development trend for LED terminal products, lamps Mart chain chairman Wang Shunbo also said firmly: "like all the goods and consumption to the mature stage of development, the future of LED terminal must be in brand enterprises of high-quality products. Although there are many constraints, such as price, channel, etc.. "

Chart 1:

Note: from the summary of the interview can be obtained: the price and quality is the most concerned about the consumer, and businesses are most concerned about the quality, profitability and brand manufacturers.

Low cost strategy to become a fund can not be weaned"

Price is always a killer. Like a tiger no matter how strong, can not stand the mosquito bites.

"The price war is bad, but as a short-term increase in sales, the market quickly occupied" magic weapon ", so that a considerable number of enterprises unable to stop. "A domestic marketing channels, said a senior marketing.

The reporter summed up the reasonable low price sales of products on the market are mainly in the following aspects: one is the backlog of products on sale, for fast processing of inventory to return the funds, to sell at a low price; two is in the period of time, the specific area, specific products for the price, in order to achieve short-term rapid occupation of the market; three is for the competition opponents of the market competition, have the strategy to carry on the market return; four is the marketing tactics, according to the enterprise profit model specifically set bidding strategy, products, to guarantee market sales. Admittedly, the industry there are quite a number of short-term benefits to, an evil member of the herd, to a fortune, to fake, shoddy, low-quality low-priced products disrupt the market.

A shout