As the industry matures, more than 10,000 LED lighting companies in China have undergone industry reshuffle in 2015, and the market quality has also steadily increased. By 2016, the lighting industry as a whole has entered a spiral period, and the growth rate is relatively flat. Although the industry is generally up, many people in the industry have said that the situation is much more severe than before. Seeing that 2016 is gradually coming to an end, how will LED lighting companies view this year's consumer market?
Do a good job under price competitionAlthough the overall demand for the lighting industry has shown a steady upward trend, there will be no previous outbreak growth. But as market demand is gradually spurred, market competition becomes more cruel. This year, the price war between LED lighting companies is still fierce, and profits are becoming weaker. The entire LED lighting industry will enter the era of low profit. In this case, it is undoubtedly a tough embarrassment for LED companies.
Guan Zhongwen, general manager of MEGAMAN Lighting, said that there is widespread low-price competition in the consumer market today. For example, he said that at some exhibitions, some manufacturers directly displayed low prices and wanted to attract customers through price. This practice of reducing profits indefinitely not only has no profit for itself, but also harms the interests of many companies that pursue product quality.
Bi Zhijie, general manager of Shengli Optoelectronics, also said that the lighting market is not technically intensive, so the new products will face the danger of being imitated, but the products will take a long time from conception and research and development. By the time the product has been promoted, some manufacturers who have neither engineers nor developers will plagiarize directly, and the price can be reduced by half.
The price war is so fierce, can lighting products go far in the market where demand is constantly changing? The answer is obviously no. In an era when information and technology are so developed, people are increasingly demanding product quality, and their emphasis is far greater than price. At the same time, the market now judges whether the product is good or bad, and is very particular about the "user experience."
A good "user experience" is the best word of mouth for products. At this time, the quality of the products must be excellent, and the technology is also advanced. To support these necessary conditions, low prices are absolutely impossible. Feng Zuqiang, general manager of Platinum Crystal Lighting, holds the same view. He believes that the current consumer market, from the cost of building decoration to the budget of lighting products, is constantly improving, which proves that in the decorative market, the requirements for lighting are also constantly improving. of. Users have paid more and more attention to product effects from the previous emphasis on the price, and the enterprise has to meet the needs of users and solve the problem of light.
Cater to individualized trends to promote brandsThe market has been developing. Nowadays, the luminaires are no longer simply providing lighting. Instead, they have to bring a different atmosphere to the place through the appearance and function. The lighting has been given more functions and meanings. The personalized market is everywhere.
Enterprises must not only pursue high-end product quality, but also must cater to the individual needs of the public. In order to break through, the product's appearance and functional innovation and differentiation are essential. Wu Yongle, general manager of MOD cloud control lighting, said that most people nowadays are personalized consumption, and in the future, they will be dominated by personalized consumption, so the research on consumers should be diverse. Everyone's thinking is different, and the needs are different. Wu Yongle also pointed out that although the personalized market has some conflicts with standardization, the current market segment has a large proportion. Therefore, providing a diversified environment based on product standardization can meet the individual needs of customers.
Although the company has learned that the "cake" of the personalized market is so huge, after all, whether it is from the development of new product technology, to the cost of production, and whether consumers agree with this product and other problems, the company wants to eat this. Block cake is still not easy. Guan Zhongwen, general manager of Manjiamei Lighting, believes that enterprises want to promote brands, sales channels can not be single, so MEGAMAN started in the domestic market, although it is relatively slow, but also began the wholesale and retail channels, first let the public recognize the corporate brand, and Let people feel that the corporate image is the foundation.
Li Xiaoxia, director of Lemei Optoelectronics Marketing, said that in the face of expanding markets, there is a different demand for individualized consumer groups. Since the market can never be satisfied, and it is impossible to be saturated, it can only proceed from itself and make the products good. Naturally, customers will appreciate them.
Peng Yinshui, general manager of Romney Lighting, also said that in the face of such a fast-changing market, products are always carriers and need to reflect product value.
Indeed, once word-of-mouth is recognized, the brand is naturally deeply rooted in the hearts of the people.
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