[Source: "Engineering LED- lighting market," the November issue of reporter / Zhou Jianhua]
Relative to LED home lighting, LED commercial lighting has relatively low price sensitivity, coupled with long lighting time, energy saving effect is more significant, it should be easier to market. But the reality is that companies and businesses are faced with a lot of confusion when developing the market for LED commercial lighting.
Hard to "turn the rudder"
"This year, I developed a spotlight with traditional experience. Who knows that I have closed the door in the market. This is something I have rarely encountered in lighting for more than ten years. Therefore, I believe that the risk of LED lighting is based on the inherent experience of traditional lighting. "It's quite big." Hong Yannan, chairman of Guangmingyuan Lighting, personally experienced the "hard turn" thinking of most of the current LED lighting products for the "Lighting Market" reporter.
The reporter learned that whether it is from the traditional lighting transformation LED, or the multi-extension of professional brands, the past experience has often become the "solution" for the development of LED commercial lighting, and the mentality of quick success is also increasing the risk of hard steering.
“The most important thing is still reflected in products and channels. Products are usually copied from the so-called 'classic' popular in the market, and channels are highly dependent on traditional business operations and research methods.†Chang Xuehe, director of lighting channels, said, “This way It will only fall into the mud of homogenization price wars."
He believes that "flexibility is the magic weapon for LED business." At present, LED commercial lighting is to be favored by the market, and more will be reflected in: the fist products independently developed by enterprises in response to the demand difference competition, plus different regions and different places. Comprehensive non-standard solution.
In terms of channels, LED commercials are very different from traditional commercial lighting. For example, Foshan Lighting, which has a relatively comprehensive network of outlets, is originally a provincial agent. The ability to form multi-channels is relatively strong, but LED business photos have not yet formed a multi-level wholesale pattern. Currently, in the channel construction, the Buddha photo is changed to Preferred prefecture-level cities are paving distribution experience outlets.
Lin Xiaoning, general manager of the brand marketing center of Shenzhen Yuda Optoelectronics Co., Ltd. believes that LED commercial lighting is developing rapidly and the cost is constantly decreasing. Different brands and products should choose different channel areas to make the channels really effective.
“Commercial lighting uses LED light sources, and its customer needs, light efficiency requirements, quality pursuits, etc. have all undergone fundamental changes. However, the engineering companies in the channel are difficult to transform in 180 degrees in a short period of time.†Zhang Waren, General Manager of Guangzhou Yuezhi Lighting Said.
The dealers who develop the terminal have made a big change in the requirements of the manufacturers, which has caused the companies to get involved in the LED business photos and can no longer simply copy the past practices to penetrate the channels.
For the "quick turn" risk of the transition to LED business, some people in the industry have summarized it as "the four major pain points": First, the pain of the product, the current LED commercial products are mixed, and the market acceptance is not high, the strong brand failed to form There is a brand-conscious price, and there is no after-sales service at a low price. Second, the market is painful. There are too many commercial subdivisions, including Shangchao, clothing, jewelry, hotels, clubs, etc., and many companies are not positioned to pursue large and comprehensive. The third is the pain of the project. The strength of second- and third-tier city engineering dealers is generally weak, and the value of LED is large, making it difficult to win large-scale projects. The fourth is the pain of delivery. LED prices fluctuate every month, companies are produced according to orders, and merchants are afraid to prepare stocks.
"non-standard" pressure
“Different positioning according to different product lines, this personalized customization mode will be the key to the competition in the LED industry.†At the dealer conference, Ye Zhengping, general manager of the lighting marketing, explained the LED lighting. Basic market ideas.
Proposing reasonable products and light efficiency solutions for different commercial lighting places is naturally the goal of enterprises and businesses. However, the current cost pressure and positioning confusion caused by LED non-standards are also quite heavy.
Due to the light source characteristics of LEDs and the ever-changing application sites, the development path of LED commercial products is more. "It can be said that LED creates infinite possibilities and presents countless solutions. However, it also represents a higher risk: more choices, once there is an error, it may be worthless!" said Hong Yannan, chairman.
According to the "Lighting Market" reporter survey, more new products, boutiques and bestsellers are the main focus of the company's test of LED business photos, so that you can get higher profits, and the products are quickly sold out, so that funds can be quickly returned.
“In the past, we were able to maintain revenues for years and even years with several models. But now LED products are being upgraded too quickly, and the styles, parameters, etc. are basically changed in a few months. R&D and inventory pressure Naturally increased." A person engaged in LED outdoor decorative lighting for 6 years, this year began to enter the commercial lighting field, the head of the company spit to the reporter. Now he has more than 300 LED lighting products on his hand. “Because the business is chasing new and different, the project is not changing. In the early stage, the OEMs were basically dependent on the rapid market entry, but the amount is not big enough. The price of goods is large and the variety is large, and the market sales are not well touched. Therefore, it is really difficult."
It is understood that the current LED business photos are not only several times faster than traditional lighting, but also a lot of solutions.
"Power supply, heat sink, light source, it looks like three big pieces, but the power supply has DC, AC, high voltage, the light source has COB, SMD, low power, and the heat dissipation scheme is more, so there are ten products arranged in combination. A variety of programs, this is not a design." Wang Junhua, deputy general manager of Juke Lighting, for the reporter probably counted.
In fact, "non-standard", from another perspective, there is no standard. Many business leaders believe that the commercial promotion environment of LED lighting products is rather harsh. There is no relatively uniform standard. The differences in product quality, energy efficiency and form are very large. It is not easy for users to compare and judge products. This is also why the market is difficult to grow.
Relative to LED home lighting, LED commercial lighting has relatively low price sensitivity, coupled with long lighting time, energy saving effect is more significant, it should be easier to market. But the reality is that companies and businesses are faced with a lot of confusion when developing the market for LED commercial lighting.
Hard to "turn the rudder"
"This year, I developed a spotlight with traditional experience. Who knows that I have closed the door in the market. This is something I have rarely encountered in lighting for more than ten years. Therefore, I believe that the risk of LED lighting is based on the inherent experience of traditional lighting. "It's quite big." Hong Yannan, chairman of Guangmingyuan Lighting, personally experienced the "hard turn" thinking of most of the current LED lighting products for the "Lighting Market" reporter.
The reporter learned that whether it is from the traditional lighting transformation LED, or the multi-extension of professional brands, the past experience has often become the "solution" for the development of LED commercial lighting, and the mentality of quick success is also increasing the risk of hard steering.
“The most important thing is still reflected in products and channels. Products are usually copied from the so-called 'classic' popular in the market, and channels are highly dependent on traditional business operations and research methods.†Chang Xuehe, director of lighting channels, said, “This way It will only fall into the mud of homogenization price wars."
He believes that "flexibility is the magic weapon for LED business." At present, LED commercial lighting is to be favored by the market, and more will be reflected in: the fist products independently developed by enterprises in response to the demand difference competition, plus different regions and different places. Comprehensive non-standard solution.
In terms of channels, LED commercials are very different from traditional commercial lighting. For example, Foshan Lighting, which has a relatively comprehensive network of outlets, is originally a provincial agent. The ability to form multi-channels is relatively strong, but LED business photos have not yet formed a multi-level wholesale pattern. Currently, in the channel construction, the Buddha photo is changed to Preferred prefecture-level cities are paving distribution experience outlets.
Lin Xiaoning, general manager of the brand marketing center of Shenzhen Yuda Optoelectronics Co., Ltd. believes that LED commercial lighting is developing rapidly and the cost is constantly decreasing. Different brands and products should choose different channel areas to make the channels really effective.
“Commercial lighting uses LED light sources, and its customer needs, light efficiency requirements, quality pursuits, etc. have all undergone fundamental changes. However, the engineering companies in the channel are difficult to transform in 180 degrees in a short period of time.†Zhang Waren, General Manager of Guangzhou Yuezhi Lighting Said.
The dealers who develop the terminal have made a big change in the requirements of the manufacturers, which has caused the companies to get involved in the LED business photos and can no longer simply copy the past practices to penetrate the channels.
For the "quick turn" risk of the transition to LED business, some people in the industry have summarized it as "the four major pain points": First, the pain of the product, the current LED commercial products are mixed, and the market acceptance is not high, the strong brand failed to form There is a brand-conscious price, and there is no after-sales service at a low price. Second, the market is painful. There are too many commercial subdivisions, including Shangchao, clothing, jewelry, hotels, clubs, etc., and many companies are not positioned to pursue large and comprehensive. The third is the pain of the project. The strength of second- and third-tier city engineering dealers is generally weak, and the value of LED is large, making it difficult to win large-scale projects. The fourth is the pain of delivery. LED prices fluctuate every month, companies are produced according to orders, and merchants are afraid to prepare stocks.
"non-standard" pressure
“Different positioning according to different product lines, this personalized customization mode will be the key to the competition in the LED industry.†At the dealer conference, Ye Zhengping, general manager of the lighting marketing, explained the LED lighting. Basic market ideas.
Proposing reasonable products and light efficiency solutions for different commercial lighting places is naturally the goal of enterprises and businesses. However, the current cost pressure and positioning confusion caused by LED non-standards are also quite heavy.
Due to the light source characteristics of LEDs and the ever-changing application sites, the development path of LED commercial products is more. "It can be said that LED creates infinite possibilities and presents countless solutions. However, it also represents a higher risk: more choices, once there is an error, it may be worthless!" said Hong Yannan, chairman.
According to the "Lighting Market" reporter survey, more new products, boutiques and bestsellers are the main focus of the company's test of LED business photos, so that you can get higher profits, and the products are quickly sold out, so that funds can be quickly returned.
“In the past, we were able to maintain revenues for years and even years with several models. But now LED products are being upgraded too quickly, and the styles, parameters, etc. are basically changed in a few months. R&D and inventory pressure Naturally increased." A person engaged in LED outdoor decorative lighting for 6 years, this year began to enter the commercial lighting field, the head of the company spit to the reporter. Now he has more than 300 LED lighting products on his hand. “Because the business is chasing new and different, the project is not changing. In the early stage, the OEMs were basically dependent on the rapid market entry, but the amount is not big enough. The price of goods is large and the variety is large, and the market sales are not well touched. Therefore, it is really difficult."
It is understood that the current LED business photos are not only several times faster than traditional lighting, but also a lot of solutions.
"Power supply, heat sink, light source, it looks like three big pieces, but the power supply has DC, AC, high voltage, the light source has COB, SMD, low power, and the heat dissipation scheme is more, so there are ten products arranged in combination. A variety of programs, this is not a design." Wang Junhua, deputy general manager of Juke Lighting, for the reporter probably counted.
In fact, "non-standard", from another perspective, there is no standard. Many business leaders believe that the commercial promotion environment of LED lighting products is rather harsh. There is no relatively uniform standard. The differences in product quality, energy efficiency and form are very large. It is not easy for users to compare and judge products. This is also why the market is difficult to grow.
Table Top Stove,Single Burner Gas Cooker,Stainless Steel Portable Stove,Indoor Portable Gas Stoves
Xunda Science & Technology Group Co.ltd , https://www.xundatec.com