Domestic LED enterprises export to domestic market confusion

Affected by the economic downturn in Europe and America, the domestic LED enterprises export orders showed a sharp decline in the trend, in this critical moment, the domestic LED companies have turned their attention to the domestic market, to seek a "export" the road to redemption. According to relevant statistics, and now most of the domestic 80%-90% LED orders from export, while the domestic market situation has not yet opened, the phenomenon of export enterprises in the extreme imbalance. With the government's promotion of LED energy-saving products and preferential policies, the domestic LED lighting market is gradually showing a rising trend. The major LED companies then focus slowly turn to the domestic market, whether international or domestic big, big names, or before threatened only export of small and medium-sized enterprises, are eager to break a world in the domestic market. But in the face of complex domestic LED market, these enterprises are confused, do not know how to effectively cut into the domestic market. Gu Wenjun, President of the association of Changzhou,, told reporters the reason.

Lack of consumer desire

At present, LED companies to go home than export or much more difficult. Part of the reason is because the price of LED is much more expensive than ordinary energy-saving lamps, in some cities or rural areas, or not widely accepted. With the country's plans to cut out the incandescent light bulb, LED's huge market will emerge in rural and remote areas. On the other hand, the people's awareness of LED energy saving lamps is not comprehensive enough, look at LED lights only look at power and price, do not understand the relevant parameters, resulting in their interest in LED products is not high. Therefore, it is necessary to strengthen people's awareness of the benefits of LED lamps, which requires the government to work hard. In addition, the excessive price competition led to the decline in product quality, reducing consumer confidence in the purchase of LED lighting products.

Attack by international brands

"Foreign LED market competition system is relatively complete, as long as the quality of your products have advantages, there will be a good market. The domestic market is relatively immature, the key competitiveness of the product from the company's low-cost, public relations and interpersonal relationships. Gu Wenjun pointed out that this industry hidden rules distort the competitiveness of LED enterprises, resulting in the production of the product quality concerns are not high, further limiting the healthy development of the domestic LED industry. In addition, compared with the international brands of excellent marketing capabilities, the domestic LED companies exist on the system is not strong and lack of human resources weaknesses, making the domestic LED market competitiveness is very weak.

Domestic price positioning difficult problem

And foreign markets, high quality and high priced sales model is different, the domestic LED market is the homogenization, the price of the road. Because of the domestic LED products ichthyosaurs mixed beads, the price system is inferior manufacturers get in a complete mess led to the market overall profit margins low. Compared with the huge profits of the export market, the domestic market is the "price war" position, which exports to domestic sales of LED enterprises in the marketing ideas caused a greater impact, so that these companies are not suited. How to accurately make the pricing of their products, in order to avoid the "high price nobody wants, the price is too low not" situation? This problem has been plagued by numerous export to the domestic LED enterprises.

Lack of product characteristics

Whether it is product quality or marketing capabilities, many domestic LED companies are currently unable to match the international brands such as PHILPS, OSRAM and so on. And their competition in the domestic market, it is necessary to pay attention to competitive strategy. Gu Wenjun pointed out that in terms of domestic enterprises, to create a personality, characteristics of LED products are considered a good breakthrough. "It's like people go to restaurants to eat, like to point to some specialty dishes. Said Gu Wenjun. This requires the domestic LED enterprises in the product characteristics to be more effort to increase innovation elements, enhance the competitiveness of products.