With the advent of the post-financial era, there have been crises in major industries around the world, and storms of layoffs have started. The LED lighting industry, benefiting from the introduction of many national and local subsidy policies, is a prosperous appearance, but often in a good market, it should maintain a sense of crisis.
What does a brand developer mean? Our most direct impression is that the first is rich, the media advertisement directly hits the listed company code. At present, some powerful enterprises accelerate the promotion of the brand. This is in fact that some LED companies have strong local capital and spend money on the media to accelerate themselves. The quality of the product is related to innovation. In fact, has the brand really been important for LED marketization for so many years? Does it have any advantages? In order to better understand the effect of the brand, an exclusive interview with Zhang Guoqin, chief expert of the Brand Promotion Center of the AQSIQ.
Zhang Guoqin told reporters that LED lighting is a revolution in light source technology. The future market must belong to enterprises with brands, scale, channels and product innovation. Under the conditions of market economy, brand building has brought new opportunities to LED enterprises, and also brought new risks and challenges to the development of enterprises. Brands are the product of market competition, which largely determines the market share of products and even enterprises. It determines the survival and development of the company.
In the market, the brand is a sign of quality, a sign of credibility, a sign of market demand, and a sign of consumer acceptance. Zhang Guoqin said.
LED lights guard against repeating energy-saving lamps and low-quality doors. At present, there is no uniform standard for the LED lighting market in China and the world to constrain product quality, which gives small manufacturers a chance. In the face of the ever-growing emerging lighting market, LED small workshops began to work hard to delineate their own product users. In the market, they advertised low-priced products, and consumers used products that did not understand the characteristics. Some manufacturers began to product quality. A big fuss, by using inferior raw materials and reducing the use of materials, to obtain lower product costs, thereby reducing the price of the product, but also causing catastrophic loss to the development and reputation of consumers and the entire industry.
In recent years, the state has vigorously promoted energy-saving lamps. On the one hand, it is to achieve environmental protection and energy conservation. On the other hand, it can also save money for ordinary consumers. However, during the interview, the reporter found that many consumers lack understanding of LED lights. Some don't even know the difference between LED lights and traditional lights.
Quality is the king of enterprise survival. The core strategy of the company 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 struggle to build a century-old brand enterprise. Zhang Guoqin told reporters that the concept of domestic mainstream consumer groups has changed, and low quality will only gradually lose the trust of customers, while the product premium brought by high quality is likely to produce higher acceptance. Too many domestic companies have experienced the pain of not having a brand, but the establishment of the brand is not a one-off effort. Quality is the premise of the brand. If you want to take advantage of the inferior products to occupy the market and improve the visibility of the company, you can only say that it is a fisherman, a fisherman and a thirst. .
Imagine that when a company's products are labeled with low-quality labels, it is easy for companies to try to reshape the brand. Reducing quality may reduce costs, but the profits that are being thinned by the price war will cause the company to walk on the tight steel wire of the capital chain. If it is careless, it will be lost.
Don't let the price war become the killer price war of the LED brand is the topic of discussion in every industry. In which industry the price can't be avoided, but the enterprise is definitely not based on the low price strategy, this kind of injured one thousand, self-destructive One hundred vicious competition methods are being respected by the entire industry. It is no wonder that people in the industry will feel that forming a brand can lead the company to truly develop.
In June 2012, the State Council decided to arrange a financial subsidy of 2.2 billion yuan to support the promotion of energy-saving lamps and LED lighting. The 2.2 billion yuan has not been officially allocated, and the price war on LED lights in the market has already started in advance.
An industry insider told reporters that starting from the second half of 2012, LED lighting companies represented by Philips, NVC and Everlight have lowered prices. According to the data of the first half of 2013, the prices of first-line manufacturers Tsinghua Tongfang and NVC Lighting 7w LED bulbs were down by 37.3 and 36 respectively compared with the same period of last year, and the maximum decline of some enterprises even reached 40.
The subsidy rules have not yet been implemented, and the price of LED lamps on the market has already dived in advance. Today's LED lighting companies seem to have played chicken blood, regardless of scale, products, market, like a wolf, roaring into the turbulent wave of the lighting market. At the same time, the price war has once again become the sharpest open axe in the hands of LED companies. There is no minimum, only lower, and there is no tendency to kill the opponent's film without leaving it. A 7W LED bulb can be sold for 40-50 yuan last year, and some small brand products even cost only 20 yuan. This decline far exceeds the industry's expected 15-20 decline.
A number of companies said in an interview that in the healthy development of the market, the number of production companies in the future will be less and less, the scale will be larger and larger, the profits will be higher and higher, and the price war will not be long-term. . With the continuous warming of the global semiconductor market, the development of the LED industry is showing the continuous expansion of the industrial scale, the continuous improvement of the technical level, and the improvement of the industrial chain. The company has positioned itself to find a breakthrough, plan the layout, and lead the market.
The formation of well-known brands will be the background of enterprise development. In the context of the rapid internationalization of China's LED industry environment, the rapid rise of LED brands that originally relied on manufacturing scales means that domestic enterprises have begun to abandon the traditional cost competition and shift to brand-led With the comprehensive advantages of strategic leadership, technological innovation and business management as the basis for the competition, this is of great significance for local enterprises to stabilize the domestic market and open up the international market.
In recent years, Chinese LED products have a strong deterrent to foreign manufacturing companies, both in the domestic market and in overseas markets. However, this deterrent power mainly comes from the price of products, ultra-low prices plus good products. Quality once caused panic in Western developed countries. However, from the perspective of global industrial environment analysis, the cost competitive advantage of Chinese LED companies is not worth showing off, because this advantage is basically given by China’s special manufacturing environment, rather than the true meaning of corporate monomers. Increased competitiveness.
Therefore, the competition between enterprises enters the stage of brand competition, and the competitiveness of the brand is directly related to the profit of the enterprise and the future development. Enterprises are faced with a more fierce competitive environment. This fierce market competition is the competition of product quality, technical service and price, and ultimately through the promotion of CIS and brand extension. In the modern consumer environment, the brand is actually a kind of credit guarantee. The increase of brand value means that the trust of consumers increases, which means that the company can obtain more user resources. This is the core competitiveness of the current enterprise. .
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