[Source: "High-tech LED-lighting market" August issue Zhou Jianhua finishing]
Any product, there will be obvious peak seasons in the sales process. This is determined by the nature of the product and the characteristics of the market and cannot be fundamentally changed. For LEDs, there are also different seasons, but different products are targeted at different intervals. The annual low season of May-July and December-February is the industry's regular sense.
It is precisely because of this obvious distinction between the seasons and the peak season that most companies have consistent attitudes: to increase market input and personnel input during the peak season, and to maximize product sales; in the off-season, efforts to reduce market input, hope Support the two or three months of the off-season through sales inertia, in order to do a big job in the upcoming peak season.
But I think that with the current situation of LEDs, the slower point is more stable than the pursuit of rapid development.
Many LED companies have had such feelings: during the peak season, because of the busy sales of products, there is no shortage of market integration, brand building, etc., even if some large enterprises in the industry have strong human, financial and material resources. It is also impossible to effectively refine related work. As a result, the sales volume of the products has increased, while the market base has not been firmly strengthened, which in turn has affected the growth of systems such as technology research and development and follow-up services. On the contrary, not following the trend, slowing down the brand will enable us to let go of the burden of sales and create a good opportunity to lay a solid foundation for the market.
Taking products as an example, products as the mainstay of market sales also need to be continuously integrated to meet the sales market. The business behavior of the enterprise market is often based on a thorough understanding of the market. The market operation of products is also a process that requires continuous deepening and continuous improvement.
Today, the terminal requirements for LED products have covered the light experience, circuit safety, electromagnetic compatibility, performance and energy consumption, restricted substances and chemical hazards, and even related to the process of product development, manufacturing and circulation. Comprehensive requirements for environmental protection, low carbon and sustainable development. What's more, the real need to build LED brands includes not only corporate trademarks, product features, but also the business model, personnel quality, market attraction and recognition formed by the company in the market operation process.
Many LED companies' marketing departments also understand the principle of "fast fish to eat slow fish", but in the business module is mainly to imitate the mode of fast-moving consumer goods. Simple and mechanical integration of strategic, performance, human resources, financial auditing and other functional consulting, arranging a large list of business services, trying to tap more service value in a customer, just a quantitative, extensional Business expansion method. This is undoubtedly a shun, and the idea of ​​making money is too strong, and the spirit of precipitation is insufficient.
After entering the LED field, enterprises only blindly speculate on the concept of energy saving, and cannot achieve real energy saving. Faced with the fierce competition in the market and the pressure from rising raw material costs, these companies are willing to occupy the market by price wars at the expense of quality. This blind entry and low-end competition led to the chaos and disorder of the entire LED lighting market.
At this year's Guangya Exhibition, it is not difficult to find that many brand enterprises have upgraded their level in product quality and technological innovation. Everyone seems to realize that technology is the core of the LED industry, and innovation is the best marketing tool at present. For example, our street lamps, wall washers, etc. are innovative in terms of heat dissipation, structural waterproofing, and self-cleaning design, and have also been recognized by new and old customers.
LED is an emerging high-tech industry. Government support and corporate money cannot solve all problems. The lack of core technicians has become a bottleneck for the development of enterprises. There are thousands of companies that use the LED banner, and there are many marketing methods, but only some companies can sink their hearts and steadily improve the technology and quality of LED.
From the products displayed by international giants this year, we can judge that the future LED lighting market will inevitably transition from product competition and channel competition to technology competition and brand competition. Faced with such a development trend, forward-thinking enterprises will undoubtedly attach great importance to product research and development. On the basis of continuous research and development and technological innovation, coupled with appropriate marketing, the company will move toward technology development as the main driving force for enterprise development. At the same time, the technological leadership will inevitably increase the value of the brand.
Any product, there will be obvious peak seasons in the sales process. This is determined by the nature of the product and the characteristics of the market and cannot be fundamentally changed. For LEDs, there are also different seasons, but different products are targeted at different intervals. The annual low season of May-July and December-February is the industry's regular sense.
It is precisely because of this obvious distinction between the seasons and the peak season that most companies have consistent attitudes: to increase market input and personnel input during the peak season, and to maximize product sales; in the off-season, efforts to reduce market input, hope Support the two or three months of the off-season through sales inertia, in order to do a big job in the upcoming peak season.
But I think that with the current situation of LEDs, the slower point is more stable than the pursuit of rapid development.
Many LED companies have had such feelings: during the peak season, because of the busy sales of products, there is no shortage of market integration, brand building, etc., even if some large enterprises in the industry have strong human, financial and material resources. It is also impossible to effectively refine related work. As a result, the sales volume of the products has increased, while the market base has not been firmly strengthened, which in turn has affected the growth of systems such as technology research and development and follow-up services. On the contrary, not following the trend, slowing down the brand will enable us to let go of the burden of sales and create a good opportunity to lay a solid foundation for the market.
Taking products as an example, products as the mainstay of market sales also need to be continuously integrated to meet the sales market. The business behavior of the enterprise market is often based on a thorough understanding of the market. The market operation of products is also a process that requires continuous deepening and continuous improvement.
Today, the terminal requirements for LED products have covered the light experience, circuit safety, electromagnetic compatibility, performance and energy consumption, restricted substances and chemical hazards, and even related to the process of product development, manufacturing and circulation. Comprehensive requirements for environmental protection, low carbon and sustainable development. What's more, the real need to build LED brands includes not only corporate trademarks, product features, but also the business model, personnel quality, market attraction and recognition formed by the company in the market operation process.
Many LED companies' marketing departments also understand the principle of "fast fish to eat slow fish", but in the business module is mainly to imitate the mode of fast-moving consumer goods. Simple and mechanical integration of strategic, performance, human resources, financial auditing and other functional consulting, arranging a large list of business services, trying to tap more service value in a customer, just a quantitative, extensional Business expansion method. This is undoubtedly a shun, and the idea of ​​making money is too strong, and the spirit of precipitation is insufficient.
After entering the LED field, enterprises only blindly speculate on the concept of energy saving, and cannot achieve real energy saving. Faced with the fierce competition in the market and the pressure from rising raw material costs, these companies are willing to occupy the market by price wars at the expense of quality. This blind entry and low-end competition led to the chaos and disorder of the entire LED lighting market.
At this year's Guangya Exhibition, it is not difficult to find that many brand enterprises have upgraded their level in product quality and technological innovation. Everyone seems to realize that technology is the core of the LED industry, and innovation is the best marketing tool at present. For example, our street lamps, wall washers, etc. are innovative in terms of heat dissipation, structural waterproofing, and self-cleaning design, and have also been recognized by new and old customers.
LED is an emerging high-tech industry. Government support and corporate money cannot solve all problems. The lack of core technicians has become a bottleneck for the development of enterprises. There are thousands of companies that use the LED banner, and there are many marketing methods, but only some companies can sink their hearts and steadily improve the technology and quality of LED.
From the products displayed by international giants this year, we can judge that the future LED lighting market will inevitably transition from product competition and channel competition to technology competition and brand competition. Faced with such a development trend, forward-thinking enterprises will undoubtedly attach great importance to product research and development. On the basis of continuous research and development and technological innovation, coupled with appropriate marketing, the company will move toward technology development as the main driving force for enterprise development. At the same time, the technological leadership will inevitably increase the value of the brand.
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