Channel breakthrough: LED wants to "illuminate" the rural market
Since last year, with the downturn in the European and American markets, the domestic market has gradually become one of the main battlefields for many brand companies to fight. LED lighting, which has always been characterized by "high price and high grade", with its large-scale and industrial application, the price has also been greatly reduced, which has made it possible to open up the vast rural market. The reporter learned at the fair. At this time, many LED companies regard the rural market as one of the main directions of the future.
The attractive prospects of the rural market have also been recognized by Liu Zhu, marketing director of Zhongshan Lanbo Sini Lighting Co., Ltd. Some surveys show that at present, incandescent lamps are commonly used in rural households in China, and their power consumption is eight times that of LED lighting and twice that of fluorescent lamps. With the increasing energy crisis, energy-saving and power-saving has become a global consensus. In addition, LED lighting does not contain metal mercury, is not easily broken, and waste can be recycled. It has become the new green lighting product of choice in the world.
"Almost all businesses, including LED companies, believe that China's LED agricultural lighting market will see revenue in two years. From now on, the vast rural areas will become the largest market for LED lighting." Liu Zhu said that in foreign markets, it is cold. Under the circumstance of the sluggish domestic real estate market, the LED lamp market in the first, second and third tier cities has suffered a lot.
Some buyers also indicated that at the end of 2011, the project â€œChina gradually eliminated incandescent lamps and accelerated the promotion of energy-saving lampsâ€ was officially launched. The vast rural areas will also become the largest market for LED lighting.
Question: Products are "good quality and low price" to test the competitiveness of enterprises
The reporter saw at the Nike Lighting booth that the "Happy Family" ceiling lamp developed by the company was priced at around 230 yuan / baht. Manager Zhang said that their goal is to be the leader of China's LED ceiling lamps. Because the main market is the rural market, they have tried their best in terms of price. "The attack on the rural market must be cheap and good." Manager Zhang said that compared with similar products, the company's products will be cheaper to 70-80 yuan / baht, only in this way in the rural market is more competitive.
With the rapid development of the rural economy and the improvement of people's living standards, farmers' demands for the quality of living lighting are also increasing. But relatively speaking, the consumption power in rural areas is still insufficient. If the price of LED is too high, even energy conservation is difficult to promote. Therefore, how to maintain the advantage in price is the key to LED companies participating in the competition in the rural market.
Manager Zhang said that in 2011, the home lighting industry was struggling and smashing. The biggest bottleneck was undoubtedly the channel. The quality resources of the first and second-tier markets were firmly grasped by the first-line brands. The investment costs of the third- and fourth-tier markets were too large. Many enterprises did not have the investment. Conditions, while the main consumer market for home lighting is the third- and fourth-tier market, home furnishing brands want to increase sales share only to help dealers to develop township sales channels. To achieve "good quality and low price", on the one hand, it is to reduce manufacturing costs, on the Other hand, to optimize channels to reduce operating costs, and only by controlling costs can we make greater profits.
How do experts turn the pulse lighting industry in Pulse Town from the biggest to the strongest?
The annual output value of 21,000 lighting enterprises in Guzhen is 17 billion yuan. The ancient town has become the largest lighting industry base in the country, but the largest does not represent the strongest. How should the ancient town lighting industry go in the next 10 years? During the Light Expo, the Guzhen Town Government invited 18 newly appointed lighting industry consultants to make suggestions for the development direction and path of Guzhen Lighting Industry. Many experts suggested that Guzhen increase the intensity of mergers and acquisitions.
At the first annual meeting of industry consultants, Yu Xibin, secretary of the party committee of Guzhen Town, said his "worry" about the status quo of the lighting industry in Guzhen: Although the lighting industry in Guzhen is the largest in the country, it is not the strongest, and the lighting industry in Europe and America. Compared with there is still a big gap, the internationally renowned lighting exhibitions such as the Milan International Lighting Fair do not recognize the lighting of the ancient town. Intellectual property protection has become the biggest problem. Although many products in the Milan Lighting Fair are produced by the OED lighting company OED, they Old town enterprises are not recognized to exhibit.
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