LED lighting industry dialogue: why is it difficult to export to domestic enterprises?

At the beginning of this year, I visited a number of Shenzhen LED lighting companies, such as energy photoelectric, photoelectric technology, Thailand, Xuyu fly better, the beauty of music, the Taj Bitai digital lighting, harvest.

In the course of the visit, I found a lot of respondents in Shenzhen LED enterprises have changed their minds, some of the changes in the direction of the market, some of the changes in product technology, but also some of the strategic change. The author will show one by one the difficulties and solutions of the transformation of Shenzhen LED lighting enterprises. The following is the author and energy photoelectric general manager Liang Zhenshi dialogue.

Deep export to domestic sales difficulties

Liang Zhenshi: in recent years, energy photoelectric began to domestic sales, but domestic sales process product positioning, price and quality are The climate does not suit one. If you go high-end, guaranteed quality and value, but the amount can not go up, nor the distribution.

Author: yes. In Sidon, for example, the core is to project positioning Sidon lighting for the main, earn high profits, in fact, this position is similar to Mitsuo aurora. If today we say who did the big money, should refer to Mitsuo aurora. Positioning Mitsuo Aurora has three core, the first core, professional channels do well, the number of stores; second core, third core engineering channel; he, in the low-end channels also do well, the low-end channel is the channel to enter the hardware, hardware products and channels for high-end products there is a conflict and contradiction. Why can he handle it so well? At the beginning of his module, the business team's modules and workshops are matched, high-end in the high-end workshop, in the middle end of the workshop, the low-end in the low-end workshop. Mitsuo aurora is a miracle, but he said not as we imagined the rapid development, 2014, Mitsuo Aurora has encountered some difficulties in engineering. Mitsuo aurora is doing itself appliances started, so the stability of products is relatively high. What is in recent years, Mitsuo Aurora encountered more difficulties? Before Mitsuo Aurora has been doing energy-saving lamps, the transformation of the time inventory pressure.

Good corporate positioning

Author: Shenzhen enterprises to do the domestic market, the first to locate, which group do you lock the business which group is the key; second, you lock which groups, the product will be toward the direction to the planning group. Shenzhen enterprises from export to domestic sales, but also to do so, it is necessary to achieve differentiation in the domestic channels and other enterprises, if everyone else is doing the whole store output, you can not do the whole store output. If your product is single, how to do it? Others order you shipped, of course, so you can compete in the region but other brands. The output of the whole shop has several characteristics: first, the image is very good, second, marketing into a system, and the other, with the exclusive, such as stores, dealers sell things I can not sell other people's things. Overall sales, we can not compare the whole store output. In the final analysis, Shenzhen enterprises to do a good job in the domestic market, we must do a good job positioning.

Liang Zhenshi: Huang total you have been said that positioning, do not know how to grasp the positioning of the enterprise? The development for many years as energy photoelectric such enterprises, basically are overseas customers, OEM and ODM for overseas customers, general customers are holding drawings, samples or over scheme. A business is for economic benefits, what the product can do, the product line is very long, outdoor, commercial lighting, light source can be done, but the energy photoelectric development for ten years, or if the next this development model is not feasible, it should do what are difficult choices.

I: what products can do, that your business characteristics are very prominent, first, you have a large scale, second, the defect is that every piece of products are doing very well, but are not prominent.

Liang Zhenshi: so how should companies locate the main project or business? What quality and requirements of the main project?

Author: first of all, you have to be very strong manufacturing capacity, this is critical, the project needs to be tailored, that is, non-standard custom. Designers to find you, to earn high profits, you must make the product can not be found on the market, which is called non-standard. Non standard embodies two characteristics, first of all, I see other places can not see, the designer's artistic tension will soon play out; second, I do this thing others can not do. But there are also many engineering classes, if not non-standard customization, you want me to do the same product, but cheaper than others, so I can, because the size of the cost is relatively low, and the quality is good, because if the quality is not good, just let the enterprises to improve the maintenance cost is not low. Generally, the project is not too particular about low prices, because if you want to lower prices, manufacturers will say that these products may not be able to repair.

Energy photoelectric has three core modules

Liang Zhenshi: a customer asked us what the main products in the country? But we really don't know how to answer the question. At present, the domestic market to do a good job of the enterprise has the advantages of products, product advantages include technical advantages and high cost. But not every company in Shenzhen products have technical advantages and high cost.

The author: what is the answer? In fact, energy photoelectric has three core modules. The first is the light source, is the core of energy photoelectric; second