1. How does the LED lighting industry enter the rural market? For the attractive market of the rural market, LED lighting will not miss, many media have said that the LED lighting market will stage a rural surrounded city. Although the cake is tempting, the opportunity is large, but often the opportunity and risk coexist. First of all, China's rural market is facing a huge challenge due to the large climate difference between the north and the south, the disparity in regional culture, and the horrible consumption of humanities. Therefore, it is a huge opportunity and a huge challenge. Second, to open up new markets, the strength of dealers should not be underestimated. There are sales channels, and there are few local agents with sales network and sales experience. Even if enterprises are interested in developing rural markets, the issue of investment promotion has become an insurmountable threshold. For some LED lighting companies, knowing to seize opportunities and meet challenges, then the rural market is bound to be the last big cake in the LED lighting industry. How to achieve cornering overtaking depends on how LED lighting companies can seize these opportunities. In any case, the rural market with more than 900 million new peasants, in the favorable situation of policy-oriented rural areas, under the conditions of increasing peasant income, especially in the LED industry suffered from the cold winter, and continued to lose money, into the countryside, It is undoubtedly a wise choice for the economy to enter the cold winter to find a source of warmth. Because this is a corner that has long been forgotten by people in cities and cities. It is so close and so far; it is so big, but it is so small. What products, services, prices, and ways to enter the countryside are all questions that must be answered. In the countryside, don't say anything else, the price is king is the golden rule, can you lower your identity, first of all to compete with your dismissed opponents? If you lower your identity, how can you have a price that you can't imagine and compete with a native company? It is no easy task to do this. 2013 will become the year of LED lighting channel construction. How to get out of a rural encircled city and arm the way to seize power, this is a severe test for LED exports to domestic enterprises, and is also a way to seek redemption. Second, LED into the private e-commerce platform into a springboard? At present, large traditional lighting companies still hold the main channels, and it is the best choice for traditional lighting enterprises through agents in the country. For example, NVC Lighting has 11 operation centers nationwide, and the network is laid to the county level, with a number of more than 10,000. Ou Pu Lighting has 10,000 directly operated stores or franchise stores nationwide, and almost has the national third- and fourth-tier markets. Coverage and cooperation in designers, design institutes, and large project projects also occupy unique advantages. Compared with traditional channels, e-commerce has two characteristics: one is that there is no regional restriction and the audience is wide; the other is to shorten the intermediate circulation link and achieve flat management. This is undoubtedly an opportunity for emerging LED companies that do not occupy traditional channels. Because it is very difficult to get into traditional channels quickly and with large traditional lighting companies. The low-cost, wide-coverage features of e-commerce have become extremely attractive. Therefore, some emerging LED companies are quite fond of e-commerce. But compared to emerging LED companies, large companies with traditional channels have not calmed down. The non-negligible effect of online sales has led major lighting companies to accelerate the deployment of e-commerce. There are several ways: First, cooperation with third-party e-commerce platforms, such as Taobao, Alibaba, Jingdong, Paipai, etc., to establish their own B2C flagship mall. The second is to choose the media home mall. For example, NVC Lighting, Philips, and Langneng opened a store in a media home store. Third, the company does not rely on any platform, establish an official website, and sell products on the official website. In general, several ways to synchronize, all-round, and compete for online sales share is a relatively common phenomenon. However, some people in the industry did not agree with this phenomenon. Xia Siyuan, director of the office of the Snowlight Lighting Division, believes that most of the LED stores that are currently doing well on Taobao or other malls are some miscellaneous brands, mainly for some 80 and 90, and some of the regular sales are good. The vast majority of large-scale LED lighting companies are still based on traditional channels. Even if there are shops, there are more dealers, and the focus of the company is still on traditional channels. After all, lighting is still an experiential product, and consumers still pay more attention to the offline experience. However, in fact, for online sales can not solve the offline service problem, a new mode O2O mode has emerged in the field of LED lighting e-commerce. O2O's emerging business model is quite representative. The combination of online and offline interaction, online search for consumers, offline purchase, and the Internet become the front desk for offline transactions. It is a combination of payment model and store owner's creation of passenger traffic. . This new type of e-commerce model is more satisfying to consumer demand. A high-level LED lighting company believes that the O2O model has caused many LED lighting companies to shorten their journey into e-commerce. Although the current LED civilian market has not yet shown huge demand, the mainland's huge population base, as well as the improvement of living standards, increased awareness of energy conservation, and the recognition of high-tech products, indicate the infinite potential of the civilian market. In order to win the market, many LED lighting manufacturers in mainland China have also laid out channels. Most of the traditional lighting manufacturers choose to cut into the LED channel from the original traditional channels, while emerging LED manufacturers tend to be faster, more efficient, and cheaper e-commerce platforms. Tuoba believes that with the improvement of the mainland e-commerce platform and the rapid increase in the number of users, the 2013 "E-commerce LED" will be a better way for LEDs to enter the civilian market. Regardless of the emerging LED manufacturers and traditional lighting manufacturers, they will do a good job on the e-commerce platform. Third, strong alliance will become a new trend in the LED industry? 2012 is a year of reshuffle of China's LED industry. The tide of industry mergers and acquisitions has been accelerating since the middle of the year. With the acquisition of NVC lighting by Dehao Runda, the tide of mergers and acquisitions has gradually entered a climax. Yesterday, Dehao Runda (002005) announced that it intends to obtain a total of 20.05 shares of NVC Lighting through a wholly-owned subsidiary, Dehao Runda International (Hong Kong) Co., Ltd. for a total price of approximately 1.343 billion yuan. In the past two years, the LED industry's overcapacity, blind production, and the vicious price war have not only been delayed, but have become more and more serious. In 2011, Shenzhen Duo Duo, Vision Optoelectronics, and Zhongshan Kabang have closed down. In 2012, Haobo Optoelectronics, The LED enterprise crisis such as Big Eye Optoelectronics is frequent, which makes the LED industry in the recession worse. The phenomenon of mergers and acquisitions and integration is also common. With the combination of Dehao Runda and NVC Lighting, the industry believes that it will accelerate the pace of M&A integration in the industry. Qinshang Optoelectronics recently announced that it will issue bonds with a total size of 800 million yuan, of which the first phase will raise 400 million yuan. Wei Li Optoelectronics Secretary Wei Li revealed to the New Express reporter that the funds will be mainly used to improve the national layout, timely mergers and acquisitions and expansion of EMC (contract energy management) new business. The company is currently looking for suitable acquisition targets from companies with complementary nature in the LED industry chain, including large enterprises and small and medium-sized enterprises. In addition, Zheng Tiemin, chairman of Shandong Inspur Huaguang Optoelectronics Co., Ltd., said in an interview with the media that the focus of Inspur Huaguang's development is mainly on the upstream of the LED industry. Currently, there are plans to merge and integrate midstream packaging companies. The LED industry has high requirements for cash and technology. With the introduction of a series of national LED support policies and the implementation of this year, some companies that have won the bid but lack sufficient funds or technology to complete the project will seek to introduce partners, so the current industry integration The phenomenon. Wei Li believes that due to the fierce competition in the LED industry and the inability to survive without competition, it is expected that the strong alliance in the future will be the general trend of M&A integration among enterprises. Fourth, the price war continues to deepen, or is it turning to value war? In 2012, for many LED companies, fierce price wars and tight bids seem to be the main form of market competition, and the quality of products, brands, etc., which are really related to whether an industry can be developed benign, can be said to be many in the industry. The company has ignored it. If there are many helplessness in this and there are many objective and inevitable factors, then what will be meant for the LED industry in 2013, and the surging price war will continue to deepen, or it is possible to shift to pay more attention to quality and brand. Value war? Turning to work on brand, technology and quality? It is foreseeable that efforts to increase corporate profits in the context of increased price competition will continue to be the main theme under the premise of steady market development. For the market competition in 2013, the price war in the context of serious homogenization will continue, and the market competition is not only the simple competition between enterprises, but also the competition of the industry ecological chain. In the chip industry, it is foreseeable that in the future, in the future, mainland LED chip manufacturers will be struggling in the continuous release of production capacity and homogenization environment. In addition, the mainland will announce a limited opening of Taiwan LED lighting standard certification in the near future. The application that can be adopted immediately by the mainland is mainly open to Taiwan, which will make the future market competition environment more intense and the price war will continue to deepen. For application companies, in 2013, the price drop will still be the main theme. Buddha Photo, Huaqiang, etc. are already in action. I have already seen 3W bulbs under 6 yuan in the market, an LED corporate marketer. This reflects the price changes in the market, and it is necessary to see who can combine quality and price best. The price war is not too big for the mid-to-high end. Cost control and differentiation are always right. Creating value is always right, but the pricing of value is not under your control. When your main product is not competitive, but still needs to be the main profit point of the enterprise, it is equal to the fate of the door, a small price war will bring you into crisis, an LED lighting business manager People have expressed their opinions. He also pointed out that for enterprises, the most important thing at this time is to do a good job. The quality of products and the corresponding technology are still the core level, and the life cycle of products To keep up, because the market changes quickly, the cycle of the product is accelerating. 2013, is destined to be a year of turbulence, big waves and sand, and whether the survival of the fittest will also become the upward driving force to stimulate the market to mature? In 2013, it must be a year of precision marketing. LED manufacturers will face more severe competition than 2012. At this time, we pay attention to the national support policy, and at the same time, we should stick to our strategic direction, step by step, a company. The family said that enterprises must be in an invincible position. They must bring products with higher quality and technological technology to the market in a down-to-earth manner. They must have a distinctive and high-tech product system and a three-dimensional product strategy. Only these Only after being recognized by the market can we truly achieve rapid development. At the same time, in 2013, more companies will begin to focus on branding. Not only will they rely on the scale advantage of low-cost, but the brand advantage will become the rising power behind the scale. 5. How can business ideas and profit models change? Is it possible for manufacturers to bundle? The sharp market changes have been seen. Some people have realized it, and some people are still dreaming. They always think that after this, the good days will come again. In the end, no matter whether the good days will come or not, when you want to win in the cruel market competition in 2013, the most important one is the innovation of business ideas and profit model. This is also one of the most varied and therefore exciting aspects. Because this is not only for a certain enterprise, but also for the development of the entire industry, business ideas and profit models are undoubtedly the top priority. Various thoughts are thus unfolded. For example, there is a view that it is the correct idea of ​​the factory to do one or two products, but the terminal business wants a full range of products; then, between LED manufacturers and terminal manufacturers, is it necessary to have a An integrated platform that delivers sophisticated and specialized products from all outstanding manufacturers to the terminal in a timely manner? Who will be the platform? Is it a big brand of e-commerce, or a channel chain brand? Is there a possibility of a distributor alliance? Is it possible for the channel alliance? Is it possible for production companies to hold a group? An LED entrepreneur has also put forward such a constructive point of view. Even the sharing of resources between traditional lighting companies and LED emerging companies, channel integration or acquisition is possible? Is it possible for agents and production companies to hold shares with each other? Is it possible to customize the production of LED products? It is impossible for the marketing outsourcing of production enterprises. Obviously, these will be more mature and more integrated based on the whole industry when they are carried out in the future.
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