[High-tech LED news / reporter Tang Guirong] In August, the LED industry investment heat continues unabated, but for the general manager of the United States lighting Zhang Wuli , this is a good time to defeat the competitors.
"We are preparing for a new round of layout," Meng Ling, director of the US lighting brand, recently revealed to the reporter of "High-tech LED".
Fun price strategy is intended to squeeze peers
"Extruding competitors is the consistent style of beauty lighting," and Steven, director of lighting marketing at Ou Pu, expressed deep feelings. This time, Midea Lighting adopted different sales strategies to take the initiative against competitors. Last year, Midea Lighting spent 500 million to acquire Guizhou and quickly entered the lighting market. Immediately after the national tour, a new product launch was held to launch a large-scale publicity campaign.
According to statistics from the High-tech LED Industry Research Institute (GILL), the total investment in LED lighting applications in China was 23 billion in 2010, and an estimated 17 billion investment is expected this year. For the US group with an annual output value of over 100 billion, perhaps 23 billion is only a small number.
However, according to industry insiders, the current US lighting still uses the “buy and sell†strategy that the group is accustomed to in other industries, and finds OEMs at low cost to OEM. This person told reporters that the technology and quality of the US lighting products are not much different from other big brands, but their market prices are 20-30% higher than other similar brands.
To this end, the reporter made a special trip to visit several beautiful lighting OEMs. According to a manufacturer who did not want to disclose his identity, the ex-factory price of the factory's OEM 4 inch 12 W LED downlight is 180 yuan, and the US lighting and its agent The price increase of the merchants, and finally the price to the market must be at least 280 yuan, the price difference between the middle reaches 100 yuan.
"This is mainly due to the beauty of this brand." Shi Weili, former general manager of Dalian Jiu Jiu, told Gao Gong LED reporter. Midea has a history of more than ten years in the field of home appliances, and is also the leading home appliance brand in China. However, there are also many people in the industry who have different voices. "In terms of brand recognition, the traditional label of the United States is home appliances. When suddenly switching to lighting, consumers' recognition of their lighting products has not yet been fully established."
"There are not all high-priced lighting products, and low-priced sales are also the consistent style of the United States." A lighting company official who did not want to disclose the name told Gaogong LED reporter that as a newcomer, Midea’s lighting is first and foremost a low-price strategy. Open the market quickly. He said that the market and product positioning of Midea Lighting is not very clear.
Meng Ling, the director of the US lighting brand, has repeatedly stressed to reporters that it provides cost-effective lighting products. As for whether it is high or low price, no reply has been given. Midea Lighting is also reluctant to accept questions from reporters about any sales strategy.
Home appliances involved in lighting risk factor
The positioning of Midea Lighting is to be the overall energy-saving promoter. Meng Ling said, “As a top 500 group in the world, the layout of the US lighting is different from other companies. The beauty lighting needs to be the whole lighting product line.
According to the data provided by Meng Ling, the US lighting achieved sales of 600 million yuan last year. The target for this year is 1 billion yuan.
The domineering and speed of the beautiful lighting really shocked many domestic enterprises. However, many insiders have questioned whether the US technology can support its high-priced full-line product line. There are many domestic first-line home appliance brands entering the field of LED lighting, but according to the high-tech LED reporter, the traditional lighting industry from the transformation of home appliances faces many risks. In the field of LED lighting, whether it can avoid risks and overheat investment in LED lighting. Today, it is still an unknown number.
As early as 2000, TCL Lighting vowed to attack the entire lighting production line from "indoor-outdoor-light source" and achieved sales of 500 million in 2004, but with the lack of core technology due to the long product line. Although the two are easy to master, the lighting business is still difficult.
Home appliance predators are scrambling to enter the lighting industry, which has brought a brief panic to traditional lighting companies, and most of the home appliance predators believe that it is no difficulty to win the lighting industry. However, these smug giants struggled after a period of hard work, and they retreated and even disappeared.
The insiders deeply expressed their feelings that the home appliance product line is relatively single, and the LED lighting is completely different. From the perspective of function and appearance, the LED lighting product line is very rich. At present, no company can pull the product line so long and do it. Companies in the production line face great risks.
The reason why Midea Lighting came to the forefront was partly due to its channel construction and scale construction. “Channels and funds should be transformed into distinctive advantages,†said Zhang Longkai, product director of Baishi Optoelectronics Technology Co., Ltd. However, behind the beautiful lighting product line, the company has not formed its own characteristics, and the homogenization phenomenon also appears in other industries under the Midea Group.
“Home appliances and lighting look very similar in terms of concepts and channels, but their requirements for electronic technology are very different,†said Su Yanyuan, general manager of Xiamen Sunshine Lighting, who told Gao Gong LED reporter. The small household appliance industry has entered the lighting industry and believes that the channels and concepts are somewhat similar, but in fact there is still a big difference. The electric light source is a very biased specialty. The only universities in China with electric light source are Fudan University, Central South University and Xi'an Jiaotong University. The shortage of talents is also one of the difficulties encountered in the lighting industry after entering the home appliance industry.
In addition, the seasonal fluctuations of the original white goods or black electricity main business of the home appliance group itself also affect the sensitive nerves of the lighting business. Last year, BYD spent 1.2 billion to fully deploy the LED lighting industry chain. However, due to the impact of the main business vehicle operating performance, the LED output value of the BYD factory in Huizhou last year was only 50 million yuan.
Follow Light
Follow Lights usually use for wedding event, concert, and movie theater
350W LED Follow Spot Light Five Color+White Gobo Customizable 17R
Total power: 500W
Frequency: 50 hz-60 Hz
Voltage: 110v-240v
Light source: projection bubble 470w
Color: 7 kinds of color plus white light, red, yellow, blue, green, peach red, warming tablets, cooling tablets;3200K - 6500k rainbow effect.
Function: manual focusing.On / off light stroboscopic speed;Aperture size;Color change - color change;Stepless adjustment, adjustable speed and electronic.
Passage;4 DMX512 channels
Beam angle: 8-15 degrees, effective range 100-120 meters
Our company have 13 years experience of LED Display and Stage Lights , our company mainly produce Indoor Rental LED Display, Outdoor Rental LED Display, Transparent LED Display,Indoor Fixed Indoor LED Display, Outdoor Fixed LED Display, Poster LED Display , Dance LED Display ... In additional, we also produce stage lights, such as beam lights Series, moving head lights Series, LED Par Light Series and son on..
Follow Light Series,Follow Light,Spot Light,Follow Spot Light
Guangzhou Chengwen Photoelectric Technology co.,ltd , https://www.cwstagelight.com