The key to the development of China's lighting industry is the lack of brand building

Really let the industry see the importance of brand strategy is to the number of the global financial crisis in 2008, the economic downturn that some do not pay attention to the brand construction of the enterprise, be taken by surprise at the dawn of the crisis, while those who pay attention to the brand building, the development of good brand building enterprises can respond calmly in the face of crisis. To enhance the ability of the lighting industry in the face of the crisis, the ability to resist risks, we must work hard in the development of the brand, to get out of a distinctive brand development path.

Many lighting companies lack of taps

In order to environmental protection and energy saving as the theme of the LED industry, LED lighting companies can say flooding, a new technological breakthrough, investment in LED technology lighting companies springing up everywhere. According to statistics, the annual output value of China's LED industry has more than 140 enterprises. So many brands, but the lack of leading enterprises.

From the market point of view, Chinese LED companies have the following characteristics:

Rapid development of LED lighting industry. 2010 LED lighting has begun to ferment, compared with the market demand increased in 2009, so LED packaging, LED display companies have also entered the field of LED lighting. At present, only a small number of LED packaging companies in the Chinese market, most of the packaging enterprises have begun to develop and produce LED lighting products. LED applications in the enterprise boundaries have become increasingly blurred, the enterprise LED product line is getting longer. Although the technology level compared with the previous years LED product technical level has been greatly improved, but the majority of enterprises to occupy the market price at the expense of the quality of the product, also led to the product profit margins declined. However, many LED companies have begun to increase R & D investment, to high technology, high value-added, intelligent product development direction. At the end of the package and application, some of the products of individual companies have been able to compete with international LED manufacturers. Even so, but the overall low profit LED chip companies. LED chip companies are currently on a large investment, but in 2009 the LED chip industry sales of only about 2000000000 yuan, and most of the LED chip companies for negative profit or no profit. LED chip enterprises reached 2009 by the end of 62, with the LED chip companies and the introduction of large-scale investment in Taiwan and other places of technology, is expected in the next few years, China's LED chip will have a very big development.

Exports occupy an important position, the domestic market is weak, especially in the Pearl River Delta region LED enterprises, many enterprises accounted for more than 50% of the proportion of exports. The main reason is that LED product prices are still relatively high compared to Chinese consumers, China's LED application product sales are mainly concentrated in commercial lighting and municipal engineering, the average consumer acceptance is still at a low level. LED mergers between enterprises rarely. At present, there are few mergers between LED enterprises on the market, the enterprises rely on their own strength to expand the scale. Relative to thousands of companies on the market, the proportion of mergers between enterprises can be ignored. The main reason is that the LED market is still immature and full competition, most companies can find their own living space. However, compared with the number of mergers and acquisitions in the case of China's LED industry to enter and exit a lot of companies every year.

Brand building lag

There is no doubt that the brand is the enterprise to overcome the crisis through the steel armor, therefore, to enhance the lighting industry in the face of the crisis of the anti risk ability, must be in brand development efforts, to create a distinctive brand development road.

The situation of the development of the lighting industry in 2010 will be further improved, this will mean that the lighting industry competition will be intensified, the manufacturers will use their own enterprises to increase the exhaust all the skills of the market share, based on the lighting market today visited the learned, light industry brand strategy prevailing popular, often a there are several brands of enterprises, market sales of blossom everywhere. Now in the lighting industry, multi brand strategy seems to have become a trend, can be said to be 'the same stage, Wish your kids a promising future.', this is not a sensible strategy.

From the current status of the development of light brand, consumers are now well-known brands of lamps and lanterns are few, the lighting industry brand building is still in a state of lag. How will the industry well-known brand "development" popular famous brand ", how will our" big but not strong brand "development" lighting famous brand ", how to" multi brand "to" fine brand ", these are placed in front of China's lighting business problems, but also our current an urgent need to solve the problem.

The implementation of multi brand strategy, many enterprises that implement, in the process of multi brand, multi brand sales and market is completely separate, but the development of production and organization management it is resource sharing, which will optimize the resources, make the enterprise can make full use of resources. With different positioning of the product to fight for a larger market, the lighting industry segments of the cake, so as to improve the market share. Not only to expand the influence of the enterprise in the industry, for the enterprise is to maximize the interests of.