"Fine and dedicated" PK "big and complete", explore the survival of LED industry rules

Market research found that this year, part of the fine and dedicated LED companies more than part of the day, big and full of better companies, which is reflected in the profit and product inventory this year. Many channels of LED products compared to the stock, because the LED fluorescent tube, LED lamp, LED ceiling lamps and other products with little change, businesses do not worry about selling, small and medium-sized enterprises have more advantages in the LED fluorescent tube, LED lamp, LED ceiling lamps and other segments do specialization. "Big and complete" enterprise mostly to the whole category of inventory, or when the channel to the goods, if not the goods, so easy to cultivate customers may be lost, though, a lot of "big and complete" enterprise this year's inventory is not particularly large.

This year the market environment has undergone tremendous changes, the economy is not very prosperous, and the level of consumer demand is increasing. At present, the distributor of lighting products, the market and the price of a better understanding of the purchase is more inclined to choose the highest cost-effective products, rather than brand. In a certain category, some of the big and full brand market competitiveness of the company but not fine and specialized small and medium enterprises, the price is not fine and special small and medium enterprises to come. At present, the LED lighting industry, there is a thin and specialized companies erode big and full enterprise market share.

Market downturn became the fuse

"Fine and dedicated" means those who focus on the field of subdivision, more specialized enterprises in the field of subdivision, "big and complete" means those companies larger, more complete product line of business. This year the market is not very prosperous, many people in the industry feel that this year in addition to SMEs to make money, many LED companies have not made money. The reporter searched the semi annual report of listed companies and many of LED's three quarter report, the report shows that operating income, major investment projects have been, but the profit is not satisfactory, called "earned no money".

Market boom, each company wants to master a large number of channel resources, the market downturn, each LED companies are trying to find ways to master more channel resources, sell more products, safety through 2013. Among them, one from the package extends to the downstream application of large enterprises recently revealed that in order to connect the package to the application market of the mouth, he has the idea of development channel, but the discovery channel construction good burn, last year has cast tens of millions in the channel, but with little success, he has used a product enterprise mergers and acquisitions. Good quality, the product category is complete, mature channel network construction this year, is currently in the search.

Thus, even the production and sales of hundreds of millions of LED large enterprises, there is no difference in the channel and other manufacturers worry. It seems the reporter, mentioned above, the first issue of LED companies appear in the product, the second problem can be counted on the channel head. Although this enterprise scale is large, but the advantage in the package, in the field of application of this enterprise product category is not complete, some styling products, and there is no competitive advantage in price, no wonder the channel is not optimistic.

In another enterprise, although the size of the ratio mentioned above to the small number of large enterprises, but he wins in the product category is complete, the channel network construction is more mature, take him as a representative of "big and complete" enterprise too. But this is a "big and complete" enterprises encountered great difficulties in this year, the market downturn, LED lighting products prices declining, customers do not want to pay, a large backlog of inventory, cash flow has become persistent problems, day is difficult.

Channel object distinction

Although part of the big and full business difficulties, but the main reason has to blame themselves, not the product price is not high enough, some products lack of market competitiveness, is not comparable to the channel peers.

"Big and complete" enterprise refers to those enterprises which are more or less defective in product price and performance. "Big and complete" enterprise by store marketing mode, the whole series of products, but easily lead to large, part of the product is not competitive in the market, can not meet the needs of customers in segments, business purchase is more cautious, so it appears no longer part of the dealer full series of "big and the whole enterprise products, although still the main agent of the original brand, but in some segments have chosen more cost-effective brand. And in the LED lighting industry, the company can really achieve the store model, such as rare.

Large and often the main monopoly of the enterprise, the dealer is now buying products are mostly specialized agents a brand, but also from other brands purchase. According to the survey results show that different categories of products of different brands accounted for only 37% of respondents said they and the agent of the brand dealers have for many years, has formed a certain degree of confidence, but also does not interfere with their occasional prey "".

The fine and specialized enterprises focus on the production of one or several categories of products, in general, it is difficult to expand the scale of enterprises. Study of fine and specialized enterprises, although a single product, customers are mostly retail, but part of the "fine and special" companies have a higher price in the market segments, successful erode the "big and complete" enterprise's market share. According to the results of the survey shows that the high cost of products to become the main reason for dealers to choose the brand products, accounting for 34%, visible part of the fine and specialized companies really big market. In addition, the lighting market is facing a large number of projects to shrink the dilemma, but instead became a retail"