New marketing strategy of LED lighting products

With the gradual deepening of the concept of low carbon environmental protection in Europe and the United States and other countries to promote energy-saving emission reduction policies, the international market demand for LED lighting products. China's LED lighting products with high cost advantage in the international market there is a good prospect for development. According to the relevant departments of the forecast analysis, in 2013 China's LED lighting exports will continue to maintain the growth rate of nearly three years, maintained at around 30%.

At present, although the world economic recovery process is slow, but overall, exports are still China's LED enterprises to participate in global competition and occupy an important part of the market share. In the face of the huge opportunities for overseas market development, how can China's LED enterprises complete the transformation from the price to the value model, and create a new advantage in the global economic cooperation and competition?

Complete product chain"

Looking around the world, many countries are stepping up legislation to encourage the use of energy-saving light source. At the same time, because the LED industry development strategy not only has the leading role of the lighting and semiconductor industry, but also caused changes in technology appliances, automobiles, mobile phone terminal and a series of consumer goods, so the governments of the world are on the increase of LED industrial policy support. For the strong demand for energy in the European market, LED lighting applications have been substantial start.

Although the international LED market application environment has been very mature, but this does not mean that China's LED enterprises can successfully get a share. After entering the second half of 2012, the United States, Japan, Mexico and the European Union and other countries and regions have increased the LED lamp imports, covering the proposed energy saving and environmental protection, ecological design, energy efficiency labeling, testing, performance, safety, size, weight, shape and other aspects of the higher, more stringent requirements for entering the country's orientation the lights and LED lighting products. Domestic LED lighting products are facing the double test of quality and technology.

Due to the lack of appropriate standards, the domestic LED companies to sacrifice the quality of products to seize the market phenomenon is common, resulting in frequent product quality problems. It is understood that in 2012 the EU non food rapid alert system (RAPEX) informed China's exports of LED lighting products a total of 37 times. Among them, due to creepage distance or electrical gap is not sufficient to cause poor insulation performance was informed 29 times.

To guarantee the quality and safety of export of LED lighting products, the relevant departments to give three suggestions: one is to be familiar with the relevant product standards, especially on the understanding and attention of the international regulations and directives issued by the European Union, to avoid quality problems from the source of product design. Two is to strengthen the product inspection, strictly in accordance with the provisions of the relevant provisions of the implementation of the standard inspection. Three is to enhance the quality control of enterprises, and gradually improve the enterprise product design review, inspection, process validation, product testing and other aspects of the management system, the establishment of a complete product quality chain".

Design applications become the focus of attention

On the basis of ensuring the quality of products, LED new light source for lighting design has opened up a new path of reform, to a large extent changed the concept of lighting. The lamp has more flexibility in the expression of vision, perception and scene, LED let the concept of lighting design has been cast and re established, which developed a series of completely different from the traditional light source products will be popular, the lighting industry will also appear bigger and more wide development space.

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