The state has introduced a new policy of foreign trade, and enterprises are seeking "overseas enclosure".

In May 5th, the State Council issued some opinions on promoting the stabilization of foreign trade, and launched 14 policy measures from 5 aspects. The opinions expressed that we should "give full play to the role of export credit insurance", "vigorously support the financing of foreign trade enterprises", "further improve the level of trade facilitation", "adjust and improve the export tax rebate policy", "reduce and standardize some of the charges related to enterprises", "further improve the processing trade policy", and "implement positive imports". "Policies", "accelerating the cultivation of independent brands of foreign trade" and "strengthening the protection of intellectual property rights in foreign trade" and other aspects to promote the innovation and development of foreign trade and achieve a stable return of foreign trade. There is no doubt that this time, the introduction of a good policy at the national level has allowed a batch of LED lighting enterprises with foreign trade to cheering and boiling with enthusiasm. "We have never given up the export market. We will never miss it! " In 2015, the export growth rate of China's lighting products dropped to a single digit. According to the data released by the China illuminating and Electrical Association, the export volume of lighting products in the 2011-2015 years was 22 billion US dollars, 30 billion US dollars, 35 billion 700 million US dollars, 41 billion 500 million US dollars and 45 billion 300 million US dollars respectively, and the export volume of LED lighting products were 2 billion US dollars and 35 yuan respectively. Billion dollars, 7 billion 100 million dollars, 9 billion dollars, 10 billion 800 million dollars. Statistics show that in 2015, China's exports of lighting products amounted to US $45 billion 300 million, an increase of 9% over the same period last year, of which LED lighting exports amounted to US $10 billion 800 million, an increase of 20% over the same period last year. According to statistics, in 2015 1-11 months, LED lighting products exported 9 billion 281 million US dollars, an increase of 12% over the same period last year. The top ten LED products are bulb bulbs, lamp tubes, panel lights, spotlights, light belts, down lights, spotlights, street lamps, stage lights and garden lamps. It is worth noting that in the top ten LED products, LED street lamps exported 180 million US dollars, up 74.1% over the same period last year, the largest increase in export volume for the top ten. It is reported that in the 1-11 months of 2015, the top five destinations of export scale were the United States, Germany, Japan, the United Kingdom and Brazil. The market share of the former five export destination countries accounted for 23% of the total exports to the US market, 5.4 percentage points higher than that of 2014, and the proportion of exports to the UK market accounted for 3.5%, an increase of 0.3 over 2014. The exports to Brazil account for 3.1%, which is 1.8 percentage points higher than that in 2014, and the share of exports in Germany and Japan has declined. Expert analysis pointed out that in 2015, the export of lighting industry, especially the export volume of traditional electric light source products, declined sharply, and the growth mainly came from the export growth of LED lighting products. In 2015, China's overall economic growth slowed down gradually. The growth rate of the lighting industry also declined compared with the previous years, and it was the first time that the export volume has dropped to a single digit for two years. But overall, the growth rate of export of lighting products is still higher than the average level of all industries in the country. Industry veteran said that with the increasing demand of overseas markets and the increasingly fierce competition in the domestic market, "going out" has become another magic weapon for lighting enterprises to better realize "horse race enclosure". Over the past two years, the enterprises represented by brands such as wood, sun, and Guoxing are making bold plans for overseas markets, and have gained a lot in the way of "overseas gold digs". There is no doubt that under the stimulation of "one belt and one road", the export market is showing the trend of "good scenery". Recently, the new Polly policy of the state has introduced a "take-off wing" of the export of the lighting industry. It is hard to talk directly about the difficulties in reality. When it comes to "overseas Nuggets", although the export growth of lighting products is still higher than the average level of all industries in the whole country at present, compared with the "input", "high pressure" and "complexity" of the domestic market channel construction and brand building, the export market appears to be "simple", but it is actually not "easy". " Like other enterprises, LED lighting enterprises have to face the problems of continuous weakening of the global economy, RMB exchange rate turbulence and low price competition in overseas markets. They are just like a "stumbling block", and let the enterprises that sell their strength abroad call it "Nuggets overseas", which is not as simple as you think. The global economy is weak and export growth is weak. Taking the sales of lighting industry in 2015 as an example, although the export volume of lighting products in 2015 was 45 billion 300 million US dollars, an increase of 9% over the same period, but on the whole, this is the first time that the sales and export volume of China's lighting industry has dropped to a single digit for two consecutive years. It is reported that in 2014, the export volume of the lighting industry increased by 15.5%, compared with 9% in 2015. Macroscopically, under the influence of the big environment, the current lighting and lighting products do face the real problem of the slowdown in the growth of export volume year-on-year, which means that in the past two years or a group of lighting enterprises that focus on exporting, they are having a hard time. The entry threshold is increased and price competition is fierce. Li Dichu, chairman of Shenzhen Kang Ming Sheng, said in an interview that at present, the number of export oriented enterprises is increasing, pressure is increasing, competition is becoming more and more intense, especially in terms of price competition, and for lighting enterprises, "bundling a foreign customer" is becoming more and more difficult. At the same time, the global economic environment is not ideal. The international lighting brands such as OSRAM and PHILPS are deeply rooted in the local market. Western European and North American markets have been improving market access threshold in recent years, and overseas implementation of market protection mechanisms, RMB exchange rate and other reasons has made lighting export enterprises in the country. The international market is facing increasing pressure. Lack of independent brand and weak awareness of safeguarding rights. For the current domestic lighting enterprises, due to the lack of independent brands, the expansion of the international market is also difficult. Export processing enterprises are still at the lowest end of the industrial chain. "Lack of brand awareness" has caused the incompatibility of sales behavior, marketing strategy and brand construction, making the brand awareness in the minds of consumers not well established. At the same time, the LED industry's intellectual property issue is related to the sustainable development of the entire LED industry. If it can not be properly solved, it may trigger a series of industrial crises, especially when competing with international brands. The phenomenon of product homogenization, price vicious competition and so on in overseas markets continue to appear. It is not easy to see the "Yangtze River Delta enterprises" and "overseas Nuggets" here. For domestic lighting enterprises, only by laying out the export market according to their own actual conditions, and finding the right market and finding the right way in the operation, can we achieve good results. This year, the global sales network has been fully deployed. Zhou Liyun, chairman and general manager of Darren stock, Jiangsu, the main export market of Jiangsu Darun shares in Japan, Singapore, Germany, Holland, Italy, Czech and so on, the sales volume of products has been very impressive. In 2015, the overall sales volume of the products showed an upward trend, especially after October, an increase of about 50% over the same period last year. Our company's exports account for about 70%, and the main markets are Japan, Southeast Asia and Europe. Our company has sales companies in Japan, Singapore, Italy, Holland, Czech and the United Kingdom. In 2016, apart from continuing to develop several sales companies, we will develop new markets such as South America, North America and Australia, and deploy a global sales network. In the competition, we use patents to help enterprises develop. At present, the company has more than 200 patents, especially in the export market, especially the design patent. In 2015, several companies sprung up in Shanzhai. Our products were also exported to the European market. Their inferior quality and arbitrary prices seriously affected our brand image and product sales, and also discredited the "made in China" quality. In this regard, we have appealed to the law to initiate joint rights protection at home and abroad. We hope to protect our patents with legal weapons and stick to our market share. For us, technology superiority is the first priority. High technology and new technology are the foundation of good products and good brands. Therefore, we must pay attention to the perfection and innovation of technology and lead the future development trend of LED lighting industry. In terms of products, enterprises should focus on developing new models, adapting to and even leading the market demand, so as to win in competition. In addition, export channels must be diversified. The ODM of big brands and the sales of our own brands should be combined to develop a global export network. In 2015, Zhang Youcheng, Minister of Shilin lighting and import and export department, accounted for 60% of the total sales share of Anhui Shilin lighting in 2015, and achieved a good performance over the same period in 2014. The overall market trend was steadily rising. The export market has also been the main direction of Anhui Shilin lighting. In 2016, the export market is promising. Anhui Shilin lighting will open a new prospect in Europe and other middle and high-end markets, and strive to export sales to a new level throughout the year. In a competitive export market, the following 4 points should be achieved in order to occupy a larger market share: 1, products should be diversified and varieties should be complete. Anhui Shilin lighting products involve incandescent lamp, halogen lamp, fluorescent lamp LED light source, covering the first to the third generation of light source products, which can meet the needs of different countries and regions. 2, different countries and regions have different requirements for the technical performance of products. Anhui Shilin lighting makes full use of the independent research and development power of the technology center, engineering research and development center and postdoctoral scientific research workstation, and strengthens cooperation with well-known lighting enterprises and professional R & D institutes at home and abroad, and continuously improves the products of the world forest products. The level of technology, while meeting the needs of different customers. 3, Anhui Shilin lighting started exporting by foreign trade companies in 1994. In 1997, it gained the right of self export and began to export itself. After more than 20 years of development, the company has established a sound sales channel in more than 60 countries and regions around the world. 4, Anhui Shilin lighting attaches great importance to brand building and publicity. The leading trademark "SHILIN" was recognized as "China's well-known trademark" in 2015. In terms of export, Anhui Shilin lighting LED products have also won the title of "Anhui export brand products" for many years. In addition, Anhui Shilin lighting has also actively participated in international exhibitions such as Canton Fair and Frankfurt lighting exhibition. At the same time, through the OEM international famous brand products, we will gradually promote the enterprise's own brand products. Accurate positioning, intelligence first, do well in Zhejiang Jinling lighting marketing director Li Zhipeng Zhejiang Jinling export product share in 2015 dramatically exceeded domestic sales, thus achieving the "three years and two transformation" market spanning, sales increased 23% over the previous year. In the layout of the export market, Jinling traditional customers are mostly distributed in South America, Middle East and Southeast Asia. In 2016, we also began to increase our layout in Central Asia and Eastern Europe, including Russia, because there are great potentials in these areas. In my opinion, if we want to make efforts to export the market, we must achieve the following three points: first, we must "accurately position". When we are doing traditional lighting, we make OEM suppliers for the three major lighting giants in the world. When we were doing overseas markets, we first opened up markets in Southeast Asia, the Middle East and South America.