Market research found that the number of small and specialized LED companies this year is better than that of some large and full enterprises, which is reflected in profits and product inventory this year. Many channel vendors dare to stock up on LED stereotypes. Because LED fluorescent tubes, LED downlights, LED ceiling lamps and other stereotyped products have not changed much, businesses are not selling, so LED fluorescent tubes, LED downlights, LED ceiling lamps, etc. Small and medium-sized enterprises that are specialized in sub-fields have advantages. Large and full-scale enterprises must have all kinds of inventory, otherwise, when the channel dealers want goods, if they can't get out of the goods, then the customer may be lost. However, many large and full-enterprise stocks are not in this year. Especially large.
This year, the market environment has undergone tremendous changes, the economy is not very prosperous, and the level of consumer demand is increasing. At present, dealers know more about lighting products, markets and prices. When purchasing, they prefer to choose the most cost-effective products, not brands. In a certain category, the market competitiveness of some large and full-brand enterprises is not as fine as that of small and medium-sized enterprises, and the price/performance ratio is not fine, but the special small and medium-sized enterprises are high. At present, there is a small and specialized enterprise in the LED lighting industry that has eroded the market share of large and whole enterprises.
The market downturn has become the fuse and the special purpose refers to those companies that focus on the segmentation field and are more professional in the segmentation field. The big and full meaning refers to those enterprises with large scale and complete product lines. This year, the market is not very prosperous. Many people in the industry have felt that this year, in addition to the small and medium-sized enterprises making money, many large LED companies have not made any money. The reporter searched the semi-annual report and the third-quarter report of a number of LED listed companies. The report showed that the operating income has been met, and the major investment projects have also been made, but the profits are not satisfactory, which means that they only earn money and do not make money.
The market boom, each company wants to master a large number of channel resources, the market is sluggish, each LED company will find ways to master more channel resources, sell more products, and safely through 2013. Among them, a large enterprise that extends from packaging to downstream applications recently revealed that he has the idea of ​​developing channels to open up the enthalpy of packaging and application market, but found that channel construction is good for burning money. Last year, he has invested tens of millions in the channel. However, this year, he is interested in acquiring an application enterprise with good product quality, complete product categories and mature channel network construction, which is currently being searched.
It can be seen that even in the LED large enterprises with production capacity and sales volume of hundreds of millions, the troubles in the channel are no different from other manufacturers. As far as the reporter is concerned, the first problem of the LED company mentioned above appears on the product, and the second question can be counted in the channel. Although this company is large in scale, its advantage is in packaging. In the application field, the product category of this enterprise is not complete. There are several stereotyped products, and there is no competitive advantage in cost performance. No wonder the channel vendors are not optimistic.
On the other hand, although the scale of another company is smaller than that of the large enterprises mentioned above, he wins the product category and the channel network is relatively mature. It is not an exaggeration to represent him as a large and full enterprise. However, it is such a large and full enterprise that has encountered great difficulties this year. The market is sluggish, the price of LED lighting products is declining, customers are reluctant to pay, and there is a large backlog of inventory. Liquidity has become a difficult problem, and the days are quite difficult. Jiuzheng Building Materials Network Tips: More building materials information lighting industry trend analysis, please continue to pay attention to Jiuzheng Building Materials Network, Xiaobian will continue to report for you.
Although the channel objects are different, although some are large and the whole enterprise has difficulties, the main reason is that it is blamed on itself. It is not that the product cost is not high enough, and some products lack market competitiveness, that is, the channel is not comparable to the peers.
Large and enterprise-wide refers to those enterprises that are more or less defective in product cost and channel. Large and full-scale enterprises use the marketing model of the specialty store, the product series is full, but it is easy to lead to large and complete, some products are not competitive in the market segment, and can not meet the customer demand in the segmentation field, the merchants are more cautious in purchasing goods. Therefore, some dealers no longer have a full range of large and enterprise-wide products. Although they still represent the original brand, they have chosen more cost-effective brands in some segments. And in the LED lighting industry, companies that can truly achieve the store model are rare.
Large and full-scale enterprises tend to focus on monopoly. At present, most of the dealers currently purchase products to specialize in a brand, but will also purchase from other brands. According to the survey results, only 39 dealers of different brands choose different brands. The dealers surveyed said that they have cooperated with the agent brand for many years and have formed a certain degree of trust, but it does not prevent them from occasionally playing wild food.
While small and specialized companies concentrate on producing products of one or several categories, it is generally difficult to scale up the enterprise. After careful study and analysis of fine and specialized enterprises, although the products are single, most of the customers are retail investors, but some fine and specialized enterprises have mastered higher cost performance, and successfully eroded the market share of large and whole enterprises in some market segments. According to the results of the survey, the high cost performance of the product has become the most important reason for dealers to choose brand products, accounting for 34%. It is obvious that some of the fine and specialized enterprises have a large market. In addition, the lighting market is facing the dilemma of a large contraction of engineering orders, and retail investors have become a life-saving straw for fine and specialized enterprises.
In this case, the fine and specialized company seems to act as the responsible responsible. Of course, if the company is only maintained by retail investors, the company is not big and not far away. Just like China's famous lighting expert Guo Yunping once told reporters: It is not a product of choice to attract dealers to stock up, the product is only a choice point, and the brand's profit model is the focus of really attracting dealers. Therefore, the manufacturers who make the single products are better now, but the future may not be beautiful. The manufacturers who make the brand will have a bright future, but the days are more difficult.
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