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Driven by favorable policies and good market prospects, many lighting companies have been involved in the field of LED lighting. In recent years, the domestic LED lighting industry has developed rapidly. However, behind the industrial prosperity, there are also serious chaos. That is, there are only a few enterprises in the industry that have LED lighting design and R&D strength. Many of them are lacking in strength. Profitable manufacturer. The addition of profit-seeking manufacturers is likely to cause a mixed situation in the LED lighting market and a mixed quality of products, which has created obstacles for ordinary consumers to purchase LED products. Many consumers are wondering why they are LED products. The price difference is so great.
Status: Low-priced products are labeled with low-quality labels and enter the major lighting stores. It can be found that the LED light source market has undergone major changes: not only brand manufacturers have introduced various LED products, but the price has also dropped a lot. NVC, Opus and Philips have launched LED series products produced by their own brands. Traditional lighting company Sanxiong. Aurora is also actively deploying the LED lighting market through a number of measures. From the price point of view, a 3W LED bulb has a minimum of 2 yuan, 3 yuan, and a high of 50 yuan, 60 yuan. The price of different brands of the same product with the same parameter is very different.
As shown in the above table, for the well-known traditional enterprises such as Philips and NVC, even if they are transformed into LED products, their products are much higher than those of small and medium-sized enterprises that have just emerged in the lighting industry. A 3W bulb sold for 19.9 yuan, while Rui Erliang and Fulai Ya are a few dollars. Regardless of other factors, brand awareness alone has brought good benefits to these large companies. When you buy the same product, you will give priority to products such as Philips and NVC, which have a relatively standardized and rigorous management system for products and services. At the same time, after long-term technical accumulation, service innovation, brand precipitation, technology Well-known brands with strong integration capabilities, such as management and services, or those products that are not well-known, have no more protection, and are cheaper?
The overcapacity of LED production has led to a lot of price wars for lighting companies. There are some LED products that are cheap, but the quality of their components is bound to be sacrificed. The price war can only be used as a tactic for a company to attack the city, but it must not be a permanent strategy for the company to win. The core strategy of the enterprise must be to return to the brand value, firmly grasp the bottom line of quality, and seek management and quality improvement in the long-term price competition to build a century-old brand enterprise. With the change of the concept of domestic mainstream consumer groups, low prices have gradually become synonymous with low quality, and consumers have a higher acceptance of the product premium brought by the brand. However, the establishment of the brand is not a one-off effort. It is attempted to quickly increase the visibility of the company by launching a price war to occupy the market. It can only be said that it is a fishery and a drinker. Imagine that when a company's products are labeled with low-quality labels, it is easy for companies to try to reshape the brand.
Analysis: Advantage products to achieve brand enterprises in the turbulent wave of price wars, each company is inevitably involved, but LED companies should not regard the price war as their own way to win. Only by establishing their own brand, can enterprises occupy a place in the competition, and enterprises that have survived for centuries and winds, relying on a solid foundation to create brand value is the weapon they will eventually win. The current price war has been enough. LED companies should learn from them and stop taking the old road of price wars. Instead, they should start to improve the technical content and quality of their products and finally establish their own brands.
Companies that are committed to shaping their own brands must have their own superior products in order to have better competitiveness and better establish their own brands.