LED lighting industry homogeneity is very serious
2014/10/30
Divided into two easy trap to reduce the risk of cost price battleOne story is that many people are familiar with: a Jew opened a gas station, business is booming, others later learned that just opened next to the gas station and the gas station to form a complementary restaurants, supermarkets, car care centers, etc., and no one repeat to open gas station. But very different in China, a man opened a gas station, business is hot, then it will be in the vicinity of one after another out of a lot of gas stations. This story illustrates the Chinese people follow the trend of a widespread mentality, lack of innovation, which leads to homogenization. All walks of life are to be so, the lighting industry is no exception.
Meanwhile, the short-term effects, the suit would mean risks, costs reduced. Develop a mold spend hundreds of thousands, even millions, and developed products also sell well in the market is not 100% guaranteed, if not accepted by the market, which bear the losses will be greater. So, instead of spending a lot of time, money to develop a new product, not as a direct counterfeiting, copying the market's best-selling product, buy some accessories directly assembled.
When a lack of innovation in the industry, counterfeiting, plagiarism has become common practice when the product homogeneity is the inevitable result. Homogenization will eventually lead to vicious competition, price war is to fight and lose their competitiveness. At present, the development of LED industry in just a few years, already caught in a vicious circle.
Self-innovation can only long-term development
While the LED industry is developing rapidly in recent years, but China is still in the early stages of transition LED, LED science and technology, beautiful design, and even the various aspects of business development rights protection consciousness are immature. Shenyang market, lighting market more and more businesses, more lighting products, but in such a large number of products and lighting market, truly original product is not much, is full of "knockoff."
"The building of an innovative country, we must unswervingly take the road of independent innovation with Chinese characteristics", which is another requirement proposed nation-building. Nation-building is still the case, we should also do the lights do, no matter what, we have to stick to the road of independent research and development, design rich own distinctive lighting products. The market has been flooded with so many "knockoff" is nothing more than "profit" putting the word mercenary. Many manufacturers and distributors do not think the business bigger and stronger, they only make money quick moment, they simply would not consider innovative design that says. However, short-term interest short-lived, in order to pursue the development of a long-term, companies should set up their own design team to design their own proprietary products and know rights.
Homogeneity contribute to the rapid popularization of LED's
The biggest advantage is that LED commercial lighting, some of the new products and technologies in the event, there is a large number of manufacturers swarm, then the price war.
This behavior though so many manufacturers damaged, but the popularity of applications in the market, but it played a big role. Faced with product homogeneity, dealers in addition to doing their own positioning, the product does not blindly demand perfection. Own flagship business license and engineering, more manufacturers have to rely on differences in management and the timely replacement of the product.
Under the shadow of homogeneity can only impress consumers with a good marketing model
Speaking of product homogeneity, my biggest feeling is that this industry threshold is too low, product homogeneity, for us to do in the luxury brand wholesale merchants is the biggest losses caused, for example, several major household lighting industry currently brand, Kui Ho lighting, Op lighting just through a lot of thought, wasting a lot of manpower, material and financial resources to launch a number of new products, the results will appear some time counterfeit, the price can be cheaper by half, although I do not know how to quality, how long can , but sales still possible.
Because some consumers do not understand, the product is almost always feel so cheap, would choose to buy cheaper products. But as industry professionals will understand a problem, lighting products are a sub-price for, a good product is a good product, even if imitated, but ultimately there are some aspects certainly not authentic, such as the quality and stability of the gap is large.
As the years of the distribution of lighting distributors, lighting homogeneous products for serious, and he is very upset, only through good marketing model, to impress consumers now come to my store customers, most of them are old customers with new customer, is certainly the product has been approved, in order to better develop the lighting industry, we must put an end to homogeneity, upstream manufacturers Ye Hao, Ye Hao downstream businesses should start from their own better future for the lighting industry, to prevent the same a qualitative product, or else a developed product manufacturers hard, a few days it was counterfeit, after who are willing to invest heavily in research and development of new products, it will slowly lead to a lot of companies, including dealers, accustomed to the "ism", disrupted market order, a serious impediment to the development of innovative lighting industry.
By homogenization is absolutely feasible opportunistic
Homogeneity serious indeed a great impact on the market, many businesses do not have a strict quality assurance LED products, but blindly in front of the LED business opportunities using pricing strategies, to opportunistic, delusions with immature LED products to occupy the market to win business opportunities , but often this behavior seriously disrupted the market environment, which is absolutely not work.
Admittedly, homogeneity may make temporary profitable businesses. But in the long run, people's living standards continue to improve, the customer gradually transition from the price and quality of products, and to seek the best balance point, although the customer to see the product price, and slowly you will find quality can not assurance, are not guaranteed. And other customers in the selection of products to the value of the product when it will see the price, then the value of the brand's strengths and gradually displayed, the brand's spring will follow.
There are only beyond imitation
Imitation is not a bad thing, can mimic explain products are selling. I worked for many years in Xi'an, Chinese lamps to observe a lot of lighting products have their similarities, but really from a careful study of various production processes, materials, built-in light source, the product quality very different, especially Chinese lamp technology, which, exterior paint lamps have differences. Personally think is the most critical terminal product sales, marketing and after-sales, these three do, even if successful.
Lighting products currently on the market, although similar, but each brand has its own sales channels, LED ceiling light, bulb, lights, etc go large, simple construction products easily imitated, indoor ceiling lights are also likely to be fake , another cover, get hold of the border to become another lamp, but in any case, the appearance of imitation, but imitation internal light source can not drive and chips. Therefore, the terminal sales need to focus and guide the consumer, so that consumers really understand what your reason lies; In addition, dealers need insight into the market with a keen eye, constantly adjusting Showroom, when purchasing, try to avoid a similar product, different brand manufacturers in the same market, "smashing price war", replenish differentiated products, improve product competitiveness, of course, in this respect, some manufacturers do more in place, agents purchase the same area varies. All in all, there is imitation, only to go beyond, to continue to promote the upgrading of the manufacturers to improve the overall competitiveness of the market.
Clear product positioning can enrich the product line
In the current homogenization as well as the state of confusion in the market price of LED products, customers mainly in the purchase price for the standard, we only have to impress customers through differentiation. Make efforts in products and services, from a single product to turnkey solutions that enhance product value, improve customer loyalty, breaking price theory. As producers should also integrate resources, leveraging each other, share resources, we should further improve product quality, improve product mix and enhance core competitiveness and brand influence, enterprises can live better, to go further . Only when more companies to go on the road of development, our dealers can also follow along better forward, forming a virtuous circle.
