In 2013, China led lighting applications in the field of development at an alarming rate, the traditional lighting brand accelerated the layout in the field of LED lighting, new enterprises have sprung up as if out, force on the market, aimed at the the re division of the market structure, the market showing abnormal hot scenes, industry experts have big dipper hi Ben: 2014 LED lighting a piece of blue sky, the market is about to usher in real outbreak.
It is observed that in 2014 both home LED lighting, LED lighting and LED lighting road business showed a full-blown trend. With the sustained release of the LED lighting market, in the face of this inviting cake, each enterprise already is no longer calm, have been gearing up, ready to go. Some experts pointed out that in 2014 the LED lighting industry will become more intense competition, the enterprise survival environment will be more cruel. LED lighting in the world, every year there are exclusive of the melody, regardless of size, number and harvest in 2013, success has ended the discrete. At the beginning of this year, invites you to imagine the 2014 LED lighting industry, the main melody, let each keyword as notes, placed in the staff arrangement, sing 2014 LED lighting industry.
A price war smoke four
"Price war" has become a noticeable phenomenon in the present market economy of our country, regardless of any industry enterprises, will take a certain price strategy, in order to form a larger scale effect, and "price war" often leads to vicious competition between firms. From the analysis of China's current LED lighting industry market structure, circulation products competition has shown the obvious characteristics of oligopoly competition. Specific performance in the enterprise scale becomes larger, with the characteristics of economies of scale, and the homogeneity of products produced by enterprises to a certain extent, with a certain degree of substitution.
LED lighting industry development has been accompanied by the "price war" bloody, large enterprises hope the scale advantages translate into a price advantage, continue to maintain the initiative in the market; small and medium enterprises hope to lower prices as a "heavy artillery", "bombing" market. The result of a price war may be beneficial to consumers, but the large number of enterprises in the industry profits decline, the survival difficulties or even bankruptcy. Some economists think that the "price war is a kind of destructive competition, price war after exposure to one, including provoked itself, all scarred, dead beat, no winner". However, many enterprises are bored, continuous provoked a price war, and claimed that this is "corporate behavior", "market" method, expand market share rate of the most effective strategy "and so on. But the price war makes the operators profits decline, is not conducive to technological innovation and distorts the long-term development of the consumer psychology, is not conducive to the indisputable fact.
Of course, the price war is not a benefit without harm. Price war is a double-edged sword, the competition inevitably "rivers of blood", but in the LED lighting industry have not entered the period of benign development, price competition is conducive to the expansion of LED lighting products market share, to accelerate the LED lighting alternative to the traditional lighting of the cycle, to achieve the survival of the fittest in the adjustment of industrial structure, to achieve transition from price competition to technical competition. Nevertheless, the price war is still not as a long-term means of market competition. 2014, to accelerate the transformation of traditional lighting, new enterprises began to force the LED lighting market is still a price war.
Two, integration of the wind and on
In the past few years, China's LED lighting industry has seen a merger case. Whether by merger, acquisition of assets, or the form of equity acquisition, mergers and acquisitions are source of motivation in order to improve their competitive strength, competitive advantage.
Weston believes that the merger will bring synergy to improve efficiency of production and operation of enterprises, the most obvious effect to achieve economies of scale, effect is 11 > 2". In 2014, the price war with the merger will promote and shuffle acceleration, become the new theme of LED lighting industry. The award-winning industry mergers and acquisitions rewrite the current industry structure, has become a new growth point in the future business.
LED lighting industry is in a reshuffle period, business failures have occurred. Want to develop, must first solve the problem of existence. Want to get long-term development of LED lighting companies hope that with the merger integration way to make up for their deficiencies in LED lighting products, brand, technology and channels, and mergers and acquisitions is exactly to solve these problems is the fastest way.
However, mergers and acquisitions, integration difficult. There are differences between the two companies management, culture and value etc.. The benefits of the merger although obviously, but to traveling light, settlement merger to cause unrest, must be gradual, otherwise it is difficult to achieve the desired effect.
Four, the brand into the market.
A lot of LED lighting enterprises brand strategy will be placed in the core position of market competition, as the name implies, brand strategy is the enterprise brand as the core competitiveness, in order to obtain the value of the difference between profits and business strategy. In the LED lighting industry is price war disturbance was "foul", brand, as have bargaining power, unique symbol of the pro consumer gaze enterprise respected.
LED lighting market competition has become white hot and not engaged in high, medium and low-end products enterprises must distance, even in the same camp enterprise is mustering the strength to fight for a high or low. Some LED companies set up their own brand influence rapidly in the chaos of the competition in the industry also hope to win market share. From the price war to the brand war, this is the LED lighting industry represent the general trend.
In recent years, LED lighting industry has experienced the advertisement war, channel war, end war, war of price and promotion...... Some enterprises in a long-term "war" after the baptism, in terms of tactical operations have become increasingly adept. Although these "military tactics" are brand of warfare than faster, come and effective, but lighting products are an important part as a mass consumer goods, showing more and more brand decision value rate and profit rate phenomenon.
Suffering in the price war devastated, part of the LED lighting companies were to reflect their own product positioning and brand value, brand value, brand strategy implementation return to upgrade a series of initiatives. Any industry in mature before there will be confused and chaotic period, eventually with the continuous adjustment and specification into the track of healthy development. The price war is war to the value and the brand is represent the general trend, the best form of product value.
Five, hold together to promote development cooperation
LED lighting industry is different from the real estate, the Internet and other industries, and seems to be accustomed to "go it alone", rather than "embrace the warm." Cooperation can play a synergistic effect, give full play to the market competitiveness of 1 > 2, but talk about cooperation of enterprises, and truly reached cooperative enterprises is less and less.
LED lighting industry development speed is too fast, "professional, innovation, and speed, the enterprise" the dry, "certainly not as good as the resource advantage complementary achieved good effect. For the current LED lighting industry pattern, whether it is out of pushing the break out of an encirclement, strengthening the superiority, leading to the opponent's consideration, or external to establish a China led lighting industry status, creation of national industry, to resist the foreign enemy "aggression", integration and cooperation between enterprises has become an irreversible trend. In 2013, in the LED lighting industry conference, the cooperation of design for keywords, industrial development has entered a period of true integration, enterprises in the complex and changeable market needs more strain capacity and ability to resist risks, inter enterprise cooperation mode need industry chain longitudinal, transverse and vertical and horizontal to, those leveraging each other enterprises, know more take advantage of each other to blending symbiosis.
Cooperation between enterprises of the most important is the breakthrough in the original mode of thinking, change the original confrontation of the concept of competition, can not unilaterally highlight their but to cooperation and win-win attitude, according to its own advantages and short board, choose suitable partners, through cooperation to optimize enterprise resource configuration, improve enterprise competitiveness. In 2014, expect more of "Ya" and "Zhong Ziqi who can exchange, playing a LED lighting industry of" high mountain and flowing water ".
