LED gangster price adjustment under the killer small and medium enterprises sad life and death"

The beginning of the second half, LED lighting companies to PHILPS, NVC, billion light represented were all lower prices. According to the results of a July, mainland manufacturer 7W LED lighting decline in Tsinghua Tongfang and NVC, respectively, representing a decline of 37.3% in June, 36%, the price is 49.5 yuan, 87.3 yuan. Part of the company has been the first to announce its lighting products across the board price adjustment, the highest decline even reached 40%, resulting in dramatic fluctuations in the price of LED lighting, triggering the industry into a low price competition.

This time the price surge, no doubt in the industry has aroused widespread concern, the price of the leading enterprises to accelerate the popularity of LED has an important role, but it is undeniable that the survival of LED SMEs will be squeezed again.

SMEs rely on the survival of the price advantage, thanks to the two or three line market sales. Small and medium enterprises can only rely on price advantage to develop two or three line market to survive. If the brand enterprises to launch a price war, and the extension of the sales channel to the two or three line market, then the survival environment of SMEs will be squeezed. Famous brand enterprise product price once down, the sales share of small and medium enterprises must be eroded. In addition, several large enterprises as a benchmark for the industry, its price will also become the industry benchmark, they price adjustment, which means that many companies will follow up. Whether the prices to win small businesses will gradually lose market? This price surge of the town enterprise is affected? This is the small and medium-sized enterprise shengsijie? With questions, this reporter recently visited a number of companies and more than consumers, trying to find the answer.

Business parlance

Pilot lighting Luo Yifeng: big name companies have little impact on the price of ancient town.

These leading enterprises have little impact on the price of the ancient town, the town to win the price of the enterprise is reserved for a lot of room for the price, even if the price of large enterprises, they still have some room for expansion. Still retained a certain profit, so the impact is not particularly large. For example, the pilot lighting, we own channel advantages and powerful productivity and shipments are other manufacturers to copy and match, so even if the NVC products price decline, have little impact on our business, because we are not the same as the channel, not a rival, but not the game relationship.

Phoenix Legend Yan Rong: industry leader as the industry leader, overwhelmed by the price, significant.

Industry leader in the price of the industry is a very good thing, you can guide the industry toward a healthy and orderly development, more conducive to improving the price system. At present, the lighting industry is really a mess, manufacturers are playing price war, uneven quality, price system disorder, the lack of certain standards. Therefore, the leading enterprises of the price, of course, may cause a certain impact on the enterprise, but as long as the enterprise itself positioning accuracy, down-to-earth to do their own products, still able to fight in the market melee.

The boss of a small business: the price of large enterprises marked the survival of small businesses have been squeezed, the situation is not optimistic.

Reporter visited a number of small and medium enterprises, they are generally worried about the sales market. Guzhen lighting a boss told reporters: "the town enterprises at a low price to win, compared to the big brand products, our products have a price advantage, but as long as a large enterprise price, small and medium-sized enterprises have the advantage that is robbed of the lower end of the market. He gave reporters an analogy: for example, a 7wLED light bulbs, large companies to sell is about 130 yuan, if in accordance with the price of 30%~40% fell, the price of about $87.3. Small businesses generally sell price between 30~40 yuan, even though the small and medium-sized enterprise product prices to more than 20 yuan, consumers will not be accepted. 87.3 yuan a lamp for large enterprises may have a profit, but more than 20 yuan a lamp for small and medium-sized enterprises, may be at a loss. "

Consumer perspective

Reporters on small and medium enterprises and brand products, the price of a random survey of 10 consumers, nearly half of respondents said they would choose the price of well-known companies, because the influence of the brand. But there are also a considerable number of consumers believe that the brand enterprise product prices, contains too many other ingredients, wool is always in the long run; relatively speaking, they pay more attention to cost-effective, affordable, is the most important.

A piece of respondents told reporters that although the small and medium-sized enterprise product price is very low, but the well-known enterprise product quality assurance, customer service service or, if the purchase is certainly the preferred brand.

One from Hubei, a county-level city dealer told the reporters, he came to the town to buy some products for light, is relatively cheap, local residents consumption ability is limited, so, for them, the influence of the brand is relatively low, price is very important.

While in the town said: "although Mr. blue native large enterprise products is the price, but relatively speaking, their price is high, the average consumer is still difficult to accept, the town has a lot of enterprise products of good quality, affordable, cost-effective, suitable for ordinary consumers. Therefore, the price advantage of small and medium enterprises still have a great advantage, as far as I am concerned, I will pick some quality and cheap products