The impact of LED lighting on the industry is not only external changes in products, technologies, channel models, but also the driving force for continuous improvement. In the era of traditional lighting, various sub-divisions have formed a complete brand gradient. In the field of LED lighting, there is no monopolistic enterprise such as Philips and Osram in the traditional lighting era. The market concentration is very low, and there is no LED lighting brand in the true sense. The market structure is undecided. Coupled with the promotion of national policies, the competition in the entire LED lighting industry is extremely fierce and increasingly hot. As a small and medium-sized LED lighting company, how to achieve better development in the absence of capital, brand, technology and resources? This has become a problem that many companies must face.
Under the pressure of the National Development and Reform Commission, the Ministry of Science and Technology, the Ministry of Industry and Information Technology, the Ministry of Finance, the Ministry of Housing and Urban-Rural Development, and the General Administration of Quality Supervision, Inspection and Quarantine jointly issued the "Semiconductor Lighting Energy Conservation Industry Plan" (hereinafter referred to as the plan).
The "Planning" pointed out that it is necessary to gradually increase the promotion of financial subsidies for LED lighting products, and to focus on the demonstration application and promotion of LED lighting products in the fields of commercial lighting and industrial lighting, and to make the bulbs uniform and mature in time. LED lighting products are included in the scope of subsidies.
With the policy, does it mean that LED lighting companies are better? However, this is not the case. It can be seen from the financial subsidies that have won the bids over the years that these benefits are concentrated in large industrial enterprises, and SMEs simply do not. LED lighting SMEs are completely in the market competition of self-destruction, and it is absolutely necessary to rely on their own efforts to seek development.
Single product spurs the market According to the statistics of the reporters, today's LED lighting industry, the gathering of enterprises can be roughly divided into five categories. The first category: traditional lighting companies to transform or involved in LED lighting, such as NVC, Op, Delta and other vigorously launched LED lighting; the second category: emerging LED lighting companies, such as lighting for lighting, Longshi Optoelectronics, Baishi Optoelectronics; Three categories: LED display companies to fight or intervene in LED lighting, such as Chau Ming Technology, Ai Biesen, Lehman Optoelectronics, the most important concentration of such enterprises in Shenzhen; the fourth category, group companies enter the LED lighting, such as the United States lighting , TCL lighting, BYD lighting; the fifth category, LED on the midstream to expand the application market, such as Hongli Optoelectronics, Mulinsen.
Throughout these five types of enterprises, it can be found that LED lighting SMEs are mainly concentrated in the first category and the second category, especially in the emerging LED lighting enterprises. During the visit, it can be found that many LED lighting SMEs have chosen to break through the single product in order to shake the market through single products. Jiangsu Naipu Lighting Co., Ltd., Shenzhen Diwo Optoelectronics Co., Ltd., Foshan Jiufeng Optoelectronics Technology Co., Ltd., Zhongshan Donghao Optoelectronics Technology Co., Ltd., Zhongshan Lilina Lighting Appliance Co., Ltd., Zhongshan Menet Optoelectronics Co., Ltd. The company, Foshan Neimei Intelligent Technology Co., Ltd. are among the typical representatives.
Heroes in troubled times, in such a complicated LED lighting market, the single product is the breakthrough way for these weak people to choose.
Is it possible to win a product specialization or a product diversification? It seems that the advantages and disadvantages cannot be completely discussed. The different choices depend on the development stage of the enterprise and the professional expertise of the enterprise.
Today, many LED lighting SMEs have chosen a single product breakthrough.
The breakthrough of single products is not unique to the LED lighting era. As early as in the traditional lighting era, many companies have established their position and influence in the lighting industry through this way.
For single-item companies, Gree’s squeeze into the 100 billion club this year is undoubtedly an inspiring news. The implication behind this is that single-product companies can also grow bigger and stronger. Prior to this, in the home appliance industry, the United States and Haier achieved a scale of over 100 billion. In contrast, Gree only focused on the main business of air-conditioning, and was the first home appliance brand in China to achieve 100 billion revenues based on a single product category.
In the era of traditional lighting, Op is a model that relies on single product counterattacks. Even though Opp is involved in the fields of home, light source, commercial photo, electrician, etc., it has always been awarded the title of ceiling lamp by the industry.
At the beginning of the establishment of Op, the industry's melee has been opened. Wang Yaohai and Ma Xiuhui clearly know that it is difficult to break through the whole line with their own strength. Therefore, they accurately grasped the ceiling lamp as the main direction of attack. It turns out that they have succeeded. By concentrating its superior resources, the company, which focuses on R&D design in the field of ceiling lamps, quickly opened up the market and established its competitiveness in this field. Subsequently, Oupu extended the product line to home lighting with the ceiling lamp as the core, and established its leading position in the field of home lighting.
If the original company like the other companies, the product line is stretched, perhaps its fate will be rewritten. Analysis of Op's differentiated breakout route, we can find that the competitiveness of the Ou Pu ceiling lamp is maximized. So far, the ceiling lamp is its core product, and the brand counterattack is realized through the influence formed by it.
In the era of traditional lighting, in addition to Op's ceiling lamps, we can also see NVC's efforts in the use of lamp cups, Sanxiong relying on ballasts and so on. In the era of LED lighting, their successful development model has been copied by a large number of LED lighting companies.
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