Focus: China's lighting industry development trend analysis

First, many enterprises lack a leader

The theme of environmental protection and energy conservation for the LED industry, the LED lighting business can be said that the proliferation of a new technological breakthroughs, investing in LED technology lighting springing up everywhere. According to statistics, the annual output value of China's LED industry, billion enterprise has more than 140. With so many brands, but the lack of leading enterprises.
From a market perspective, China LED companies have the following characteristics:

LED lighting industry is developing rapidly. 2010 LED lighting starts to ferment, market demand for greatly increased compared with 2009, do the LED packaging, LED display enterprises also have to enter the field of LED lighting. The only LED packaging enterprises in the Chinese market has been very little, most of the companies have to do packaging development and production of LED lighting products. LED application areas of business boundaries are increasingly blurred, the enterprise LED product line becomes longer. Although the technological level of the LED products compared to previous years the level of technology has been greatly improved, but most companies dominate the market price at the expense of the quality of the product, also led to a gradual decline in product margins. But already a lot of LED companies began to increase R & D investment to the development of high technology, high value-added, the product of intelligent direction. In the package and the application side, some of the products of individual enterprises and international LED manufacturers competing against. Even so, the LED chip companies overall profit. LED chip companies a whole lot of investment, the LED chip industry sales in 2009 of just over 20 billion yuan, and most of the LED chip companies with negative profit or no profit. LED chip companies by the end of 2009 amounted to 62, with the introduction of the technology of large-scale input of the LED chip companies and Taiwan, it is expected that the LED chips in the next few years, China will have a very large development.

Occupy an important position in export, the weak domestic market, in particular the Pearl River Delta region of the LED business, many companies export accounted for more than 50% of the proportion. Mainly because the price of LED products for Chinese consumers is still relatively high, LED application product sales are mainly concentrated in the commercial lighting and municipal engineering, general consumer acceptance is still at a low level. LED inter-firm merger is very rare. Currently on the market there is little between the LED business merger situation, the basic expand the scale on its own. Compared to the thousands of enterprises on the market, the proportion of mergers between firms is negligible. The main reason is that the LED market is still immature and fully competitive, most businesses can find their own living space. However, the enterprise is very large relative to the small number of merger and reorganization, China LED industry each year to enter and exit.

Second, the brand construction is lagging behind

Needless to say, the brand is a enterprises to overcome the crisis through steel armor to enhance the lighting industry the ability to resist risks in the face of a crisis, must work hard in the development of the brand have to create a distinctive lighting brand development path.

Development of the situation in the lighting industry in 2010 will be further improved, this would mean that the competition will be intensified within the lighting industry, the manufacturers will be resorted to own all the stops to increase their company's market share, I passed on the lighting visits to understand the market, today's lighting industry multi-brand strategy, the prevalence of rage, often a company There are several brands and marketing everywhere. In the lighting industry, multi-brand strategy seems to have become a trend, we can say is 'later in life', the same stage, this may not be a wise strategy.
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From the development status of today's brand lamps, very few of the current well-known consumer brand lamps, the lighting industry brand building is still in a lag. How the development of 'well-known brands in the industry' into 'the public well-known brands, the development of our' big but not strong brand 'into a' well-known lighting brands' how to 'brand' development 'fine brand', which are is placed in front of our lighting business, but also the urgent need to address our current problems.

Implementation of multi-brand strategy, many companies implemented in multi-brand operation, sales and marketing of multiple brands is carried out separately, but its R & D production and organization and management of shared resources, which undoubtedly optimized resources, making business resources can take advantage of. Different positioning of the product to fight for greater market segments lighting industries cake, so that the entire market share increase. Not only expand the company's influence in the industry, for the enterprise is to achieve maximum benefits.