LED lighting companies have moved to the North American market1

At present, some companies focusing on exporting to Japan and Europe have begun to move to the North American market. The deadline for the US incandescent lamp ban is coming, and the demand for lighting products has increased significantly. North America has become a new competition for LED lighting companies. It is just the right time for Chinese LED lighting companies to attack North America. Relevant data show that in the first half of this year, LED lighting enterprises in Guangdong province accounted for 17. 5 billion of the LED lighting exported to the North American market, with a market size of yuan. Guangdong's exports to the US market are mainly lighting and Christmas decorative lamps, and the rest of the products are relatively small. Lighting lighting accounted for nearly 60, Christmas lighting products accounted for 37. Many domestic LED lighting enterprises such as Dehao Runda and Jiawei have already paved the way for channels and are keeping an eye on the market, just like breaking the bamboo. When it comes to channels, most people think of physical stores, but on the contrary, more than 60 of China's products exported to the North American market rely on e-commerce. In this part of e-commerce, some enterprises seek distributors through comprehensive platforms to obtain customer resources. There are also some Chinese suppliers who retail or wholesale to the US market through their own websites. It is reported that there are several LED lighting companies in Shenzhen, through the e-commerce channel, the development speed is very rapid, in the peak season, sometimes a month to send 10 thousand boxes of goods. According to industry insiders, there are more companies that make a fortune through cross-border e-commerce. However, e-commerce is not simply done in the form of product trade. It should have a professional team, operation, promotion, art, customer service, warehouse and other functions. For the physical channels that everyone is currently paying attention to, most of them are out of reach. In the North American market, there are only a few domestic enterprises with their own brands, most of which are the sales channels for China to export to the United States, usually through secondary distributors or primary distributors. then transfer to the retail market or engineering projects. The retail market in the United States is very large, but these retail channels are very strict with foreign goods. Even if some companies get hard tickets, they may not be able to successfully enter these shopping malls. For physical channels, DanWeinreber, a partner of KGM lighting design firm in the United States, believes that Chinese LED products can be tried to pave the way through lighting design engineering channels when exported to the U. S. market. There are two main ways to lay this channel. One is to get help from relatively mature associations such as IES in the form of registering as a member and get in touch with some engineering projects in North America; The second is through real estate developers, according to the projects developed by these real estate developers in North America, the lighting designers who enter North America will cooperate to obtain the priority of LED products entering North America's engineering channels. To expand the North American market, the North American market is a market with high technical threshold, mature market and relatively many technical barriers in the international market. For many Chinese enterprises with insufficient experience in going out, there are many challenges. There are not a few Chinese LED companies that have returned. Industry insiders said that to expand the North American market, we must learn to use the advantages of others to develop ourselves, cooperate with overseas companies, and complement each other. Patents are a difficult problem for Chinese enterprises to enter the North American market, but some domestic enterprises have made the North American market very large by using patents. At present, many American enterprises have research and development without manufacturing, so domestic LED enterprises can establish contacts with overseas enterprises and seize such a meeting point to enter the US market. The industry believes that the effective way to enter the North American market is to find a suitable partner, establish a relationship, and clearly understand the entire operation process. Taking an LED lighting enterprise in Guangdong as an example, the company successfully developed the US market in 2010. At present, the main products are bulb lamps, downlights, spotlights, decorative light bars, courtyard lamps, street lamps, etc. The products have passed many international certifications. Exports reached more than 0. 1 billion yuan in 2013. The company said that when exporting to the US market in 2010, it was mainly divided into three steps: market research, market planning and market launch. In the early stage, I mainly knew the target market situation, regional situation, mainstream products, brands and channels. Then carry out its own positioning and do a good job in product and market strategic planning. The above-mentioned person in charge suggested that the demand for lighting in the United States is very strong. For Chinese enterprises, they should launch products that cater to the perception of local consumers in the United States and quickly attack the market. He added that the more mature the market, the more important the service.