2015 LED lighting industry how to layout?

At the end of the year, several families rejoiced. At the beginning of the year, people in the industry were optimistic about the 2014 LED industry situation, saying that 2014 was the year of LED lighting. A year has passed. How is the result?

Years ago, due to the active promotion of energy-saving and emission reduction by various governments, the incandescent lamps were banned, and LED lighting products were strongly advocated; export orders increased, especially in India, an energy-shortage country. All sorts of signs seem to indicate that the LED industry has entered a period of rapid development.

When the industry is ready to welcome the outbreak of the market, just a few months have passed. Due to the weakening of the overall economic situation in the country, the growth of the upstream real estate industry has slowed down, and the number of construction projects has decreased. The domestic currency is tightening and loans are difficult. Even the optimistic export trade has continued to decline because the European economy has not recovered. Various unfavorable factors have swept the LED lighting industry in the “expansion period”, and the lighting market is relatively deserted.

Faced with the ever-changing LED market, some companies were caught unprepared and defeated. Enterprises like Fengguang began to run away, and closures began to emerge; some companies set out to improve their competitive strengths in order to gain a competitive edge. Mergers and acquisitions, mergers and acquisitions, and the emergence of Wanrun Technology's acquisition of Sunray Optoelectronics, Haowei's share purchases, and Tongfang’s full occupancy of Zhenmingli, and more than 30 cases of mergers and acquisitions throughout the year, involving the industrial chain, the middle, and the downstream.

Small and medium-sized LED companies are not able to drastically carry out brand promotion and channel distribution, but also unable to get the loans, market conditions are bleak, how to do?

The author in the LED enterprise focused Shenzhen Huaqiang LED trading center, random interviews with some companies, some views are worth learning from small and medium-sized LED companies.

Pragmatism is the last word

This year's lighting market is full of uneasiness factors, follow suit, rushing to the front, led many LED companies into a crisis, some large companies have detours and the opportunity to correct the right track, and SMEs are often unable to pay for errors. Therefore, first of all, we should do a good job of making products, do business well, and increase our performance. We should not risk or be radical. Second, pay attention to the healthy circulation of funds, it is best to cash transactions, to avoid the three-dimensional debt, many "closed", "Running Road" is not constantly hitting our nerves.

Multi-channel layout

To succeed, companies must pay attention to the expansion of channels, physical channels, agency channels, direct sales channels, and e-commerce channels, and multi-channel layout. Mr. Li, who has been in the Huaqiang LED trading center for many years, has given his own way of survival: The characteristics of LED products determine that the current physical channel is the most important sales channel. Huaqiang LED trading center is particularly advantageous because of its superior address location and professionalism. As a window for foreign trade exports, we define its starting point for the construction of physical channels, which can serve as a point-to-face role. Through the accumulation of these years, we have developed partners in Europe, America, Southeast Asia, Russia, and many domestic cities. Moreover, there are four or five hundred LED companies accommodated here, and the availability of new products can be rolled out immediately. In addition, the e-commerce channel is an emerging sales carrier. Global Sources, Alibaba, Tmall and other channels are adopted by many lighting companies. We also cooperate with LED network media, etc., and have made comparisons in cross-border e-commerce and brand promotion. Good try. "We are talking about O2O, we are the real O2O, offline display, online sales, a platform to achieve," and talked about the recent hot online O2O model, Lee said.

Rapid product circulation

Whether it is channel construction or brand promotion, the ultimate goal is to sell products. During the visit, the author coincided with Huaqiang LED trading center held "LED boutique fair" activities, companies vigorously carry out product promotion, and even product clearance, the market vigorously promote, buyers get benefits, are happy. Promotions, discounts, clearances, sales of products, and withdrawal of money can realize value.

Although the market is unpredictable, it is a way for small and medium-sized LED companies to ponder and study the ways to survive by fully tapping their own advantages, pragmatic operations, spotting product positioning, seizing market opportunities, and trying out multiple channels to formulate appropriate marketing strategies.