The fact that there is no brand has always been the embarrassment that China's LED companies can't get rid of in recent years. Faced with the banter and devastating of foreign amnesties, facing the cold and disdain of domestic and foreign markets, the call for quality and brand has become more and more fierce in the industry. This is definitely a battle of honor for the benefit of the country and the benefit of Lili.
However, this one-touch war cannot be quick-fixed. The factors that determine the evolution of the war situation are complicated. The lack of technology, price swings, weak self-built brand awareness, and ill-fated policies are still shortcomings that Chinese LED companies cannot avoid. To remove these obstacles that hinder the development of LED brands, we must have a tenacious mentality, have the mental preparations for a protracted war, and do not overdo it.
In view of the status quo of China's LED enterprises with unlicensed products, the industry leaders and academic elites who are always concerned about the development of the LED industry have also voiced their voices. They have sighed for the fact that China's LED companies have unlicensed products, but they are sighing for LEDs. This industry has placed more hope and expectation.
Wu Hong, director of the Shanghai Lighting Society, said that most LED companies in China are repeating the simple work of OEM and processing. The companies that work for international lighting such as Philips and Osram are not listed. The original technology is too small. Going out is always labeled as a label, and dumb eating Huanglian has a hard time. In addition, the domestic industrial management system is not perfect, monitoring, spot checks and many other monitoring links frequently make mistakes, making the domestic LED industry even worse. Faced with such a kind of disappointment, Wu Hong bluntly said that both the enterprise itself and the government must be painstaking. On the one hand, enterprises need to break the awareness of small farmers and develop core technologies. At the same time, they must also have the name of the map, while the relevant departments must Strengthen supervision and management, repair system loopholes, set industry standards, and guide enterprises to cultivate awareness of high-end brands, and give enterprises greater support in policy subsidies.
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Sheng Binzi, a well-known marketing person in the industry, believes that technology and capital are crucial to the LED tree brand. He said that as an LED industry with a highly market-oriented economy, it is impossible to create a monopoly brand in the future, and only produce big brands and strong brands. These brands need capital and technology to advance. He firmly believes that there are technological advantages, capital advantages and channels. The dominant LED companies can definitely produce big brands, and for those small Wei enterprises that provide one-to-one solutions, the spring of development will definitely be 2-3 years later. In his view, the LED market is still only a light source replacement. In the early days, 2012-2015 will be the peak period for the replacement of the LED market. From 2016 to 2020, it will be a new period of change and innovation. Therefore, if companies adhere to innovative technologies, gather capital, cultivate channels, and tear up the breakdown. Xiaokouzi, starting from a small entrance, will be able to win the market.
Yin Hao, Managing Director of Teyous Optoelectronics Technology (Shanghai) Co., Ltd., revealed his brand concept. He said that the concept of brand reflects the pursuit of quality (energy saving, environmental protection, situation and value), which is beneficial to enterprises. In the early stage of development, the product value differentiation advantage is formed. However, as the enterprise grows and the influence increases, the brand concept for the product itself is highly variable and the industry homogeneity is serious. It is necessary to refine the highly differentiated personality and segmentation. s brand. In the marketing strategy, the staged orientation of the leader is necessary, but it cannot be used as a long-term strategy. At present, many SMEs in the industry are also calling themselves to be domain experts and industry leaders, which will only cause serious problems. Homogenization. Therefore, Yin Yi believes that lighting enterprises must grasp the balance between large-scale development and conceptual positioning of enterprises, and they should not be excessively seeking and wide-ranging, nor can they go to the conceptual misunderstanding of extremes.
People from all walks of life are fascinated by the LED tree brand and the Chinese dream. The Chinese dream is embedded in every lighting person is the lighting dream. When the national trend calls for Chinese enterprises to be self-reliant, the lighting enterprises have ushered in their own transformation. In the good times, it is the inevitable choice for lighting companies to take off their hats of foundries and create their own global brands. It is time for Chinese lighting companies to withdraw from the historical stage of the brand-free era and open a new chapter in development.
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