According to the “Twelfth Five-Year Planâ€, by 2015, the total output value of LEDs in China will reach 500 billion yuan, while the global lighting market will exceed 1 trillion yuan. How do Chinese companies seize the opportunity for this big cake? Where is the market break?
At the CHEMBA China Marketing Masters Forum jointly organized by China Marketing Innovation Alliance and Sun Yat-sen University CHEMBA Project, Zhao Ming, Deputy Director and Secretary General of China Energy Conservation Association Energy Conservation Service Industry Committee, Wu Changjiang, President of NVC Lighting Holdings Co., Ltd., Jingke Electronics (Guangzhou) Xiao Guowei, President of the Board of Directors, Chen Ronghua, President of Sun Rain Solar Group Co., Ltd., and Zhang Xiaofei, President of Shenzhen Gaogong Industry Research Co., Ltd., etc., conducted in-depth discussions.
Mayor and market must find
Win Weekly: When it comes to the energy conservation and environmental protection industry, everyone thinks more about policy support and government support, not business strategy. Should the development of this industry be the mayor or the market?
Zhao Ming: Both of these points are needed. In particular, there is an important market for building energy conservation, namely the public institution, which is an untapped virgin land and a golden land. Because the potential of energy conservation in public institutions is far from being tapped, building energy efficiency, such as commercial hotel buildings, still has some room for market operation.
The green lighting of the roads, especially the street lights, is also a concern of many companies. Everyone thinks this is a good area, but in fact the street lights in public institutions are the most difficult one. The United States has already declared a bankruptcy in the city, so the company must choose Comprehensive consideration of market demand and risks.
The public agency management regulations put forward clear goals and measures, as well as some policy guarantee measures. This provides protection for energy-saving companies to enter public institutions, but there are still many problems in the handling of financial processing methods, including accounting. This deserves our attention.
Is it the mayor or the market? Looking for the mayor, but the most fundamental thing is to find the market. What are you looking for? The first is to cultivate the market, enjoy the policy, and continue to develop. The energy-saving industry is a government-led industry. If there is no clear requirement for energy-saving industries in the 12th Five-Year Plan, will the energy-saving industry market have such a large potential? Obviously it is unlikely. But for enterprises, the most important thing is to develop the market. In addition to the market cultivated by the government, we must continue to develop other markets.
Wu Changjiang: Due to the maturity of technology and the decline in cost, the LED era has arrived. Perhaps many people still talk about this market is difficult to do, the business is rather sluggish, but I think that in the next three to five years, this industry will be an explosive growth, why? A large number of traditional light sources have to be replaced, and a large number of lighting places in shopping malls, hotels, office buildings, hospitals, etc. have to be replaced, and economic and social benefits have been highlighted. In this environment, how companies seize opportunities is something we have to consider.
I think that the mayor and the market must find it; after researching (people) research results, look for the mayor, and the mayor pays attention to the industry, but the company should not go to the mayor, but should find the market. . The government took a piece of cake out. Everyone did not follow the market rules to develop the company but went to the mayor. They might get through the relationship and the orders they got could not be completed in a year. However, your current production capacity and team can only operate on the scale of one or two hundred million. If you take back 100 million (order), you must invest and recruit. Three years later, the market changed and the mayor changed jobs. At that time, you were forced to lay off employees, and the money you earned might not be able to get the depreciation (cost) of the equipment. I don't want the government to intervene too much in the market. It should let the market be naturally upgraded. Otherwise, it will help.
Brand absence brings equal opportunity
Win Weekly: Most consumers understand LEDs as lighting and energy saving, but few people can name an LED lighting brand. Is this a business opportunity or a crisis for the company?
Wu Changjiang: It is both a crisis and a business opportunity. The crisis is that consumers are beginning to accept LEDs, and they can already form a market. However, some companies are not ignoring the quality for short-term benefits. This is a blow to the LED industry. Just like when the energy-saving lamps were launched, some enterprises were faced with such a situation. The resolving power of consumers has led to the promotion of energy-saving lamps for so many years. If everyone can stick to brand awareness and insist on quality, they will soon stand out, which is another good business opportunity.
Chen Ronghua: After we listed the A-shares last year, we raised funds and wanted to enter the LED market. We did market research, and a team of experts specialized in this. Later, we found that the water is deep, and we still do the solar energy first. At that time, we felt that a person who did not get involved in this industry would be more positive and considered it a business opportunity. Because there is no (mature) brand in this industry, it would be better to intervene. Later, it was not easy.
For LED practitioners, opportunities are greater than the crisis. When there is no brand in the industry, the power of marketing will be more important. If there is a good communication (method) at this time, it can be an opportunity to enter the hearts of ordinary people. I once said that in the era when no LEDs are coming, it is difficult for Chinese companies to defeat Philips; but in the LED era, everything has been disrupted. Everyone does not know what brand of LED products to buy. This is a whole industry. opportunity.
Zhang Xiaofei: Any innovative technology will appear, some people will cry, and some people will laugh, so for traditional lighting, it is definitely a crisis. In addition to channels, traditional lighting has no other advantages. From a very simple technology to an electronic semiconductor product, this gap is very large. It is not ambiguous, and the competition will be very intense. I think most traditional lighting companies will It’s dead, but it’s an opportunity for companies that go directly into LEDs.
Win Weekly: In the future, if any LED company wants to occupy the first brand in the hearts of consumers, what should be done?
Wu Changjiang: Many bosses have a very superficial awareness of branding. They are trying to find a plan to package, advertise, and find brand endorsements. They have not paid attention to another point, namely customer loyalty. You can let others know about you, but letting people believe that you are not easy, branding is a symbol of strength, not planning.
Chinese people like to take shortcuts. If a company can achieve 20 years, 30 years, or even 100 years, it is a well-known brand, so it is very important to insist on it. In the process, you may encounter many temptations, but you must control yourself. , don't take shortcuts.
The foundation is very important. If you want to build a 100-story building, the first thing to consider is whether you have so much money to prepare the funds. But with money, don't build this building, it's easy to get things, why? You have to ask if you have a professional team, management, construction, and technology. With the team, cement building materials are needed to build this building; if it is built to the 99th floor, the surrounding building materials are all used up, and the same can not be achieved. So consider the supply chain, and figure out why you should build this building. Is it used for yourself or for business? If you are renting out, you must consider whether there is a market around you.
Chen Ronghua: In the LED industry, everyone's opportunities are equal. But to become the leading brand in the LED industry, there must be a global resource thinking, because there is no shortage of capital, no shortage of technology, no shortage of market. What is lacking is the brain that integrates these resources. What is lacking is thought.
LED applications will only start after 2008, LED brands will definitely come out, but not necessarily now. Nowadays, LED light sources are all good, and we have done a poor job in solving the needs of consumers. No matter who will become the leading brand in the end, it must solve the problem of demand from the perspective of products.
Xiao Guowei: I think that (LED) products and technologies cannot be formed and matured within 5 years. To do a good job in the market segment, (but) the product itself is not mature, the technology is not mature, if there is no product quality to guarantee, talking about the brand is a vain thing.
LEDs will bring more added value to consumers, and when you can provide more added value and services, the brand will naturally come out. When you talk about laptops, I think Lenovo must be Lenovo instead of Samsung in mainland China. But when it comes to mobile phones, it is definitely Samsung, not Lenovo. This is the characteristic of the market segment.
( This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED . Readers need to verify the relevant content by themselves. )
At the CHEMBA China Marketing Masters Forum jointly organized by China Marketing Innovation Alliance and Sun Yat-sen University CHEMBA Project, Zhao Ming, Deputy Director and Secretary General of China Energy Conservation Association Energy Conservation Service Industry Committee, Wu Changjiang, President of NVC Lighting Holdings Co., Ltd., Jingke Electronics (Guangzhou) Xiao Guowei, President of the Board of Directors, Chen Ronghua, President of Sun Rain Solar Group Co., Ltd., and Zhang Xiaofei, President of Shenzhen Gaogong Industry Research Co., Ltd., etc., conducted in-depth discussions.
Mayor and market must find
Win Weekly: When it comes to the energy conservation and environmental protection industry, everyone thinks more about policy support and government support, not business strategy. Should the development of this industry be the mayor or the market?
Zhao Ming: Both of these points are needed. In particular, there is an important market for building energy conservation, namely the public institution, which is an untapped virgin land and a golden land. Because the potential of energy conservation in public institutions is far from being tapped, building energy efficiency, such as commercial hotel buildings, still has some room for market operation.
The green lighting of the roads, especially the street lights, is also a concern of many companies. Everyone thinks this is a good area, but in fact the street lights in public institutions are the most difficult one. The United States has already declared a bankruptcy in the city, so the company must choose Comprehensive consideration of market demand and risks.
The public agency management regulations put forward clear goals and measures, as well as some policy guarantee measures. This provides protection for energy-saving companies to enter public institutions, but there are still many problems in the handling of financial processing methods, including accounting. This deserves our attention.
Is it the mayor or the market? Looking for the mayor, but the most fundamental thing is to find the market. What are you looking for? The first is to cultivate the market, enjoy the policy, and continue to develop. The energy-saving industry is a government-led industry. If there is no clear requirement for energy-saving industries in the 12th Five-Year Plan, will the energy-saving industry market have such a large potential? Obviously it is unlikely. But for enterprises, the most important thing is to develop the market. In addition to the market cultivated by the government, we must continue to develop other markets.
Wu Changjiang: Due to the maturity of technology and the decline in cost, the LED era has arrived. Perhaps many people still talk about this market is difficult to do, the business is rather sluggish, but I think that in the next three to five years, this industry will be an explosive growth, why? A large number of traditional light sources have to be replaced, and a large number of lighting places in shopping malls, hotels, office buildings, hospitals, etc. have to be replaced, and economic and social benefits have been highlighted. In this environment, how companies seize opportunities is something we have to consider.
I think that the mayor and the market must find it; after researching (people) research results, look for the mayor, and the mayor pays attention to the industry, but the company should not go to the mayor, but should find the market. . The government took a piece of cake out. Everyone did not follow the market rules to develop the company but went to the mayor. They might get through the relationship and the orders they got could not be completed in a year. However, your current production capacity and team can only operate on the scale of one or two hundred million. If you take back 100 million (order), you must invest and recruit. Three years later, the market changed and the mayor changed jobs. At that time, you were forced to lay off employees, and the money you earned might not be able to get the depreciation (cost) of the equipment. I don't want the government to intervene too much in the market. It should let the market be naturally upgraded. Otherwise, it will help.
Brand absence brings equal opportunity
Win Weekly: Most consumers understand LEDs as lighting and energy saving, but few people can name an LED lighting brand. Is this a business opportunity or a crisis for the company?
Wu Changjiang: It is both a crisis and a business opportunity. The crisis is that consumers are beginning to accept LEDs, and they can already form a market. However, some companies are not ignoring the quality for short-term benefits. This is a blow to the LED industry. Just like when the energy-saving lamps were launched, some enterprises were faced with such a situation. The resolving power of consumers has led to the promotion of energy-saving lamps for so many years. If everyone can stick to brand awareness and insist on quality, they will soon stand out, which is another good business opportunity.
Chen Ronghua: After we listed the A-shares last year, we raised funds and wanted to enter the LED market. We did market research, and a team of experts specialized in this. Later, we found that the water is deep, and we still do the solar energy first. At that time, we felt that a person who did not get involved in this industry would be more positive and considered it a business opportunity. Because there is no (mature) brand in this industry, it would be better to intervene. Later, it was not easy.
For LED practitioners, opportunities are greater than the crisis. When there is no brand in the industry, the power of marketing will be more important. If there is a good communication (method) at this time, it can be an opportunity to enter the hearts of ordinary people. I once said that in the era when no LEDs are coming, it is difficult for Chinese companies to defeat Philips; but in the LED era, everything has been disrupted. Everyone does not know what brand of LED products to buy. This is a whole industry. opportunity.
Zhang Xiaofei: Any innovative technology will appear, some people will cry, and some people will laugh, so for traditional lighting, it is definitely a crisis. In addition to channels, traditional lighting has no other advantages. From a very simple technology to an electronic semiconductor product, this gap is very large. It is not ambiguous, and the competition will be very intense. I think most traditional lighting companies will It’s dead, but it’s an opportunity for companies that go directly into LEDs.
Win Weekly: In the future, if any LED company wants to occupy the first brand in the hearts of consumers, what should be done?
Wu Changjiang: Many bosses have a very superficial awareness of branding. They are trying to find a plan to package, advertise, and find brand endorsements. They have not paid attention to another point, namely customer loyalty. You can let others know about you, but letting people believe that you are not easy, branding is a symbol of strength, not planning.
Chinese people like to take shortcuts. If a company can achieve 20 years, 30 years, or even 100 years, it is a well-known brand, so it is very important to insist on it. In the process, you may encounter many temptations, but you must control yourself. , don't take shortcuts.
The foundation is very important. If you want to build a 100-story building, the first thing to consider is whether you have so much money to prepare the funds. But with money, don't build this building, it's easy to get things, why? You have to ask if you have a professional team, management, construction, and technology. With the team, cement building materials are needed to build this building; if it is built to the 99th floor, the surrounding building materials are all used up, and the same can not be achieved. So consider the supply chain, and figure out why you should build this building. Is it used for yourself or for business? If you are renting out, you must consider whether there is a market around you.
Chen Ronghua: In the LED industry, everyone's opportunities are equal. But to become the leading brand in the LED industry, there must be a global resource thinking, because there is no shortage of capital, no shortage of technology, no shortage of market. What is lacking is the brain that integrates these resources. What is lacking is thought.
LED applications will only start after 2008, LED brands will definitely come out, but not necessarily now. Nowadays, LED light sources are all good, and we have done a poor job in solving the needs of consumers. No matter who will become the leading brand in the end, it must solve the problem of demand from the perspective of products.
Xiao Guowei: I think that (LED) products and technologies cannot be formed and matured within 5 years. To do a good job in the market segment, (but) the product itself is not mature, the technology is not mature, if there is no product quality to guarantee, talking about the brand is a vain thing.
LEDs will bring more added value to consumers, and when you can provide more added value and services, the brand will naturally come out. When you talk about laptops, I think Lenovo must be Lenovo instead of Samsung in mainland China. But when it comes to mobile phones, it is definitely Samsung, not Lenovo. This is the characteristic of the market segment.
( This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED . Readers need to verify the relevant content by themselves. )
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