Decryption 2012 domestic LED sales embarrassment

Recently, I read a semi annual "report card" LED major listed companies, after careful study found more than half of the company's business situation is worrying, the majority of enterprises in the second half of the expected uncertainty, the listed company called LED enterprise is a barometer of the domestic market, the wind investment is generally optimistic about the industry and enterprise, what what caused such a performance?

According to the author of the first half of the listed companies in the semi annual report, in its operating conditions, analysis of the reasons, the future is expected to summarize these keywords:

1, operating conditions: performance decline, profit decline

2, analysis of the causes of the financial crisis, price competition, and the poor

3, the future is expected: not clear.....

See such performance, we can not help but wonder? The domestic lighting industry, about 200000000000 of capacity, in which part of the LED is expected to 30 billion yuan, from 2014 to 2012, the industry is expected to reach 90 billion, the geometric growth rate of LED field in the ready state of the industry, the cake is large enough, why the domestic LED market now seems like a hot potato, looks very delicious?

I believe that some of the LED lighting market chaos, the chaos may also exist within a period of time.....

First, the demand has not yet filed in the transformation of enterprises

1) lack of consumer awareness, demand transformation will take time

At the beginning of 2012, Chinese LED industry ushered in the spring policy, from the state to local governments have introduced policies to promote the LED, the government's call and the country to promote green lighting project will be put on the 2012 LED lighting product promotion plan, but these have remained at the government level, and through government policies to promote can only appear in some municipal projects, i.e. for municipal and roads, and institutions of the new construction and renovation projects can use the LED class to lighting products, and for the civilian part and the application of civilian projects also need to state and enterprises through the brand publicity and promotion gradually, to know such education from incandescent to the energy-saving lamp, in the domestic plane span thousands of kilometers in the four corners of the world, developed a second tier city to four or five towns and backward rural areas, the state and enterprises Spent more than 10 years of propaganda and education, although with the improvement of national quality, the information developed, communication facilities, energy saving and environmental protection education already deeply rooted, but from the impact of green lighting education of energy-saving lamps produced progressive ingrained on customer consumption transformation LED products also need a few years to go.

Therefore, from this perspective, the current demand for the transformation of the main focus on the application of government and other municipal projects, while the demand for civil projects and household use has not yet transformed.

2) enterprise Zoupian Jian Feng, still less.

We talked about above, enterprises in the current reality of consumers lack of knowledge, blindly entered the domestic market, but also cut into the domestic civil market, the civilian market is mostly some big brands and two or three lines of traditional lighting and commercial lighting brand control, demand this asymmetry obviously doomed the brand is currently unable to enter the market quickly to obtain good performance.

In addition, the domestic civil or commercial lighting market, there is no domestic sales experience and channels of the LED new brand completely unclear demand characteristics of domestic distributors, not only by virtue of blind system operation strategy to big gains no possibility, the lighting industry has experienced ten years of accumulated industry, both from the overall development of the industry. Or the dealer channel cognitive generally have a profound change, the dealer to business is very cautious, if we do not pay attention to these channel level demand, and blindly cut, will eventually give yourself a brand to bring twenty chuan-100 magnify negative reputation.

Secondly, the market capacity of 30 billion yuan, nearly ten thousand LED enterprises have to seize, an average enterprise only 3 million jobs, some industry predators in the municipal engineering project field will have a large part of the share of survival between enterprises to seize, remaining, have almost nothing to eat, therefore, a large number of recent town LED the factory rented workshop, some small factories have closed down the phenomenon will be not at all surprising.

In the long run, the future of the LED market is still promising, but the enterprise should be psychologically prepared to endure loneliness, identify opportunities, positioning yourself, do long to continue fighting for, in order to have the last laugh!

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