2013: China LED lighting market channel construction watershed

In 2012, LED industry China Dan miserably ended, especially the international market tightening, the lack of core technology and make the inertial export of China LED enterprises suffered torture orders scarce. However, many research institutions and the industry is generally given an optimistic forecast that the global LED market in 2013 will pick up as a whole, presented to the Chinese LED companies hope.

In China, LED market, hot government bidding for many LED companies from participating in the rush on like a swarm of hornets, the profits of listed companies, the government obviously can not rely too much on the engineering protective umbrella enterprise survival; at the same time, subject to the impact of LED downstream production surplus, single project will be affected by the increase in cost of sales and payment the longer period, the recovery of funds to increase the risk of many adverse factors, and is no longer LED, enterprises keen xiangbobo.

Because LED lighting product prices, technology matures, the market awareness of LED lighting products and other factors increase significantly influenced the China, LED market, so in 2013, Chinese LED general lighting market will become the LED companies rushed to snatch the goal.

According to statistics, in 2012, many LED enterprises in the pipeline are brand efforts, the market is also to build up the basic framework, these companies may continue to force the brand in the pipeline construction in 2013, but the effect is not all of a sudden ideally.

How to seize the increasingly open LED general lighting market has become the most urgent task for many LED companies, in 2013 China's LED lighting market brand pipeline construction may exist, such as the situation:

Lack of a complete product line. The complete product line is the foundation of the brand pipeline construction, involving the product type, item. There is no complete series of products, dealers do not have the courage to put all sorts of things together fusion major manufacturers of products to operate a store area; if not, the dealer will not choose a single part of the product agent, it is difficult to predict the change of the market, there is no way to predict what good sales of products in the market; and now many of the company's products are not complete there are some companies, leading products, other ancillary products for low-cost low-quality products just outside; in addition, some companies adopt a multi brand operation at the same time, it is easy to cause in the limited product categories will have product overlap, if in the same area, different brands have different dealers, different the dealer which appeared different brands of the same company with the same product is different prices to grab market.

Two, there is less operable brand system. In the pipeline construction, in addition to a complete product line, at least one brand system, can be promoted in the market, in order to establish confidence in the market. Although many LED companies in mainland China in 2012 began to invest in the brand pipeline, but there is a complete brand system LED lighting brand has not yet appeared. Many manufacturers of the dealer contract is even three days a change, not to mention the relevant policy support enterprises. In addition, the starting point of the LED industry is relatively low, many small businesses have begun to do brand channels, but the brand system is not an album can be included. Brand system involves a wide range, including business strategy, business strategy, VI, IS, etc..

Three, LED lighting companies from the traditional lighting companies in the hands of the difficulty of digging dealers will be greater. China's LED lighting market is expected in 2013 there is a dispute over the pipeline war. Earlier, LED began to do business pipeline, find dealers are poached from traditional lighting there, and with the traditional lighting companies began to generous to the field of LED lighting, LED lighting enterprises from the traditional enterprise wants to dig there, dealers are not so easy. In the face of market competition, LED companies and traditional lighting companies have their own advantages, so in 2013 Chinese market may appear more similar Elec-Tech and NVC joint merger integration.

Four, low-priced products more, but the quality has become a target for all. Industry experts believe that the price is blocking the LED lighting market barriers to open, especially LED lighting civilian market. 2013 is expected to have a lot of LED brand launched low-priced products, where no amount of initial price is an important means for enterprises to reduce the material from the lamp start so as to reduce the manufacturing cost, so the frequent occurrence of quality accidents may become an obstacle to the expansion of the LED market. According to statistics, the current online sales of low quality LED lighting products vulnerable, which can be verified from the comments on the major sites.

Five, the lack of marketing team. Market more questions, the need for professional staff to solve the problem. Once the pipeline is formed, it means that LED from production to sales of all links must be smooth. It is understood that many current LED brand marketing team are transferred from traditional lighting, LED lighting sales pipeline current did not complete the experience of customer service, product will need more efforts than traditional lighting, so embarrassed this bunch of people. Many enterprise marketing team to replace another batch, the courtiers, marketing personnel change, brand management idea, is also not well precipitation. Only the market needs to wait, do brand need patience.

Six, the increase in capital investment caused by financial constraints become troubled enterprises. From fifth, you can know, LED lighting pipeline is a process that takes time, but also need to be patient, but these require funds as a post