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

Really for the industry to see the importance of brand strategy is to count the 2008 global financial crisis, the recession has made some does not pay attention to brand construction of the enterprise, the crisis coming off guard, and those who pay attention to brand construction and development of the construction of the good brand enterprises, can deal with calm and collected in a crisis. To enhance ability to resist risks before the crisis, lamps and lanterns industry must be in the development of brand, to get out of the lamps and lanterns of a distinctive brand development way.

lighting enterprises many lacked leading

on the subject of environmental protection and energy saving of LED industry, LED lamps and lanterns of enterprises, a new technological breakthrough, the investment enterprises have mushroomed, LED technology is acted the role of blossoming. According to statistics, China's LED industry has more than 140 annual output value hundreds of millions of enterprises. So many brands, but the lack of leading enterprises.

from the market point of view, the Chinese LED enterprises to have the following characteristics:

the LED lighting industry is developing rapidly. Fermentation LED lighting has started in 2010, compared with 2009 in the market demand, do the LED encapsulation, LED display companies have also entered the field of LED lighting. On the Chinese market at present is one of the few number of companies only do the LED encapsulation, most do packaging enterprises have begun to research and development and production of LED lighting products. LED application in the field of enterprise boundary is more and more fuzzy, various enterprises LED product line pull longer and longer. Although technical level than in previous years LED products technical level has greatly improved, but most of the enterprises to occupy the market price, but sacrifices the quality of the products, also caused the product profit margins declining gradually. But has quite a few LED enterprises began to increase spending on research and development in the direction of high technology, high value-added, intelligent product development. In encapsulation and application side, some products of individual enterprises have international LED manufacturers can compete. Even so, but the LED chip companies overall profit is low. LED chip companies on the whole investment is very big, but 2009 LED chip industry sales of just over 20, one hundred million yuan, and most of the LED chip companies with negative profit or no profit. LED chip companies reached 62 by the end of 2009, as the LED chip companies large-scale investment and Taiwan technology import, is expected in the next few years the development of China's LED chip will have very big.

export occupies important position, the domestic market is sluggish, especially the pearl river delta region LED enterprises, many enterprises to export occupies more than 50% of the proportion. Mainly because of the LED product price relative to China consumers are still on the high side, China LED application product sales mainly concentrated in the commercial lighting and municipal engineering, average consumer acceptance is still in a lower level. LED mergers rarely among enterprises. Few LED mutual merger between enterprises on the market at present, each enterprise basic to expand on its own. Relative to the thousands of companies on the market, the proportion of merger between enterprises can be neglected. The main reason is that the LED market is still immature and fully competition, most enterprises can find their own living space. However, relative to the number of mergers and reorganization of less, every year in China LED industry entry and exit of enterprises very much.

brand construction lag

there is no doubt that the brand is the enterprise to overcome the crisis through steel armor, therefore, to enhance ability to resist risks before the crisis, lamps and lanterns industry must work in the development of the brand, to create a distinctive brand development way of lamps and lanterns.

2010 lighting industry the development of the situation will further improve, this will mean in the lighting industry competition will also escalating, the vendor will use all one's skill to increase your business market share, the author through to the lighting market visit, lamps and lanterns industry brand strategy in more popular today, often a company has several brands, market sales. Now in the lighting industry, more brand strategy seems to have become a trend, can be said to be the 'five sub-ka, pop, and it is not necessarily a wise strategy.

from the present situation of current lamps and lanterns of brand development, is the consumer brand little known as the lamps and lanterns, lamps and lanterns industry the brand construction is still in a backward state. Famous brand 'how to' develop 'the well-known brands,' how will we 'big but not strong brand' developed into the well-known brand '' lamps and lanterns, how to develop' brand 'to the' high-quality goods 'brand, these are the problems in front of the lamps and lanterns of enterprises in our country, also is our current urgent need to solve the problem.

implementation of multi-brand strategy, many enterprises that promote, in the process of the operation of multiple brands, a variety of brands of sales and marketing is completely separate, but its research and development production and organization management is resource sharing, it optimizes the resources, makes the enterprise can make full use of resources. With different positioning products, to strive for more market segmentation cake, in the field of lighting industry to increase the share of the market. Not only expanded the influence of the enterprise in the industry, for enterprise is to maximize the interests of the.