Lin Jiliang: crack LED lighting production and marketing of the four major countermeasures

LED lighting market in China has a huge market potential, in 2014 the market demand will continue to maintain rapid growth. According to industry insiders estimate that in 2015 the market share of LED indoor lighting can reach 30%, and in 2020 can reach up to 50%. OSRAM is optimistic that the market share of LED indoor lighting in 2020 will reach 80%.

At present, LED is mainly concentrated in the indoor lighting decorative lighting, such as entertainment, commercial lighting and public lighting such as underground parking lot, star hotel corridor, has not really entered the huge market of ordinary household lighting. Huge market potential.

However, the short season difference of lighting products, the market often not timely supply, until the delivery place and then enter the sales season and excess capacity, resulting in a serious imbalance between the factory and the business marketing channels.

Imbalance between production and sales, Linsen marketing general manager Lin Jiliang analysis for four reasons: first, the upstream expansion is relatively conservative: epitaxial wafer line manufacturers such as crystal power, three expansion in recent years is relatively conservative, the second factory is in capital, channel resources is not perfect under the lead to strong investment; second, undetermined technical scheme. Because LED lighting technology solutions drive, light source, the whole structure collocation has been innovation, make the product can rapidly reduce costs, expand the scale, but also because of an average of 9 months of a big change, making the entire supply chain to plan according to a certain production capacity reserves, often due to the technical scheme of the changes resulting from the mold development, production introduction to expand the scale and always race against time, caused by natural production and coordination; third, seasonal imbalance: domestic and even foreign lighting season are very different, each season has its historical and cultural formation and religious factors, but it does make a balanced arrangement in factory form tall difficulty; fourth, channel or product line: the excessive concentration of the domestic production of lighting companies in the domestic market and global distribution channels are different in length, it is difficult to achieve full coverage, Then in the production layout is also very difficult to complement each other, leading to the very obvious between kurong.

As the LED lighting industry in the first MLS packaging factory, LED lighting industry has taken four measures to the bright younger generation. Lin explained in detail what they were doing:

First, we are expanding production capacity: Although the amount of pre made many preparations, but also inevitably affected the technical scheme for the conversion rate and product rich constraints, even the problem of insufficient recruitment, in that a certain degree of late delivery. But at present Linsen also strengthened the manufacturing base of the shunt and the enhancement of self development and mold materials and accessories supply capacity.

Second, rich product category, Linsen 2014 marketing focus is strengthening the depth and the width of product line, can have a more flexible deployment of the ability to make the sales mix.

Third, in the light of the season of channel construction and promotion programs, and constantly bring forth new ideas, so that the market has always been able to maintain a certain degree of heat, for off-season sales figures must also maintain a certain degree of growth.

Fourth, open channels: channel construction abroad this year to start the big movement, currently in the United States has set up branches and launched a large-scale investment of construction work. In addition, in Thailand, Philippines, Taiwan Province, Dubai, Turkey, India, Russia, Europe launched a large-scale investment and construction of channels, I believe the future achievements in the decentralized market, more effective allocation of the balance of production and sale.

In the international market is one of the many China enterprise dream, chairman of Taiwan Acer Group founder, Stan Shih research group softcapital enterprise for many years, he said to do the international market enterprises must not. In order to enter a market, you must first analyze your confidence. If the resources are not enough, you can not become a number one. Enterprises to use limited resources to complete the cycle of the entire business, can not be completed, is the challenge of business.

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