[Text|High-tech LED Zhou Jianhua] This year, from the Zhongshan horizontal bar to the road in Shunde, Foshan, we can easily find that the billboards of LED grille lamps are obviously less, even if there is, the content of the promotion is more than price. . The words “the most cost-effective†and “28 yuan for the whole set of two years†appeared frequently.
The enterprise's "can't wait" seems to be a bit "out of place" with the big environment: on the one hand, the channel continues to be sluggish, which directly leads to a weaker off-season, and the market situation is not prosperous in the peak season. As a grid lamp market with huge engineering usage, it is the first to bear the brunt.
At the same time, the popularity of LED panel lights has eroded a lot of grid lamp shares, and some of the sales of some old grille lamps have declined. On the other hand, it is “competitive†and there are constantly emerging companies joining this huge team.
According to incomplete statistics, there are more than 800 enterprises in the peak period and involved in the manufacture of grille lamps, and there are more than 40 well-known brands in the industry. The competition is unprecedentedly fierce.
"We officially entered the field last year, but we began to feel that LED grille lights are now in hot competition last year. In particular, there are many companies that are blindly carrying out blind traffic, lacking a fair environment, and the government's support policies should be improved. Li Nuo, general manager of Fengshang Lighting, said that he has been in the field of grille lamps for two years.
Since the profit this year has dropped by 8% compared with the same period of last year, the next lighting will be adjusted through market behavior to ensure product quality and appropriately increase product prices.
Coincidentally, Huayi Lighting's sales of grille lamps in the domestic market this year also declined. According to the person in charge of marketing, mainly Huayi changed the product and market strategy of the past, and upgraded from the product quality, while the cost of raw materials and workers' wages continued to rise, resulting in an overall cost increase. The loss of low-end customers.
However, as the quality of the new generation of grille lamps is recognized by the market, the brand image will be further enhanced, and the high-end market share will gradually expand.
At the same time, the reporter also learned in the interview that the LED grille lamp enterprises that mainly rely on the engineering channels to circulate have not paid much attention to the propaganda in the past, and they have a taste of “the wine is not afraid of the alleyâ€.
Judging from the investigation of the reporters, although the grille lamp mainly focuses on the engineering market, if it does not subdivide the market and occupy its own "fist" field, it will be easily eliminated.
For example, Yangye Lighting found that in the application fields of many engineering lighting products, the demand for office lighting products is huge, and the products for office lighting in the market are the same, and the uniqueness and practicability of office lighting are not fully considered. Therefore, Yangye Lighting raised its own representative level by proposing the slogan of “Perfect Office Lighting Environment Lighting Expertâ€, and made clear boundaries with other similar manufacturers, and finally gained market recognition.
In fact, from the traditional lighting along the way, but the grille lamp brand, which is a little famous at home and abroad, has a place in the first and second tier cities.
According to a survey by reporters, it can be roughly divided into three categories. The first-class brands are international brands such as Philips, Panasonic, Osram, GE, Thorne, and Cooper. The appeal of these brands has always been in terms of quality and brand recognition. Very strong.
The second-class brands are the Guangdong brand represented by NVC, Foshan Lighting, Huaqiang, Sanxiong, Aurora, etc., as well as the Jiangsu and Zhejiang brands represented by Sunshine, Yangye and Shifu.
The third category is that some small brands that are endless are also occupying a part of the market.
Because the grid light is a labor-intensive product, the technical content is low, the entry threshold is low, especially the products in the middle and low-end market are highly homogenized, and the market competition is fierce and disorderly. The market for grid lights in first- and second-tier cities presents a completely competitive market structure. Therefore, brands that are in the third-line do not mean poor competitiveness.
Different brands have different qualities and different prices, so they all have their own markets. In this way, whether it is a first-line international brand such as Panasonic or Philips, or a mid-end brand such as NVC, Sanxiong and Aurora, it is impossible to firmly control the grille lamp market in Shanghai, Beijing, Guangzhou and other cities, and it is difficult to form a hegemony. pattern.
“In addition, whether a brand is competitive in a market, the primary factor is the product itself. Only after the product itself has advantages in terms of quality, type, style and price, the competitiveness of the brand can be reflected, thus expanding sales. The channel plays an important role.†said the head of the R&D department of Sanxiong Aurora.
In order to survive and develop in the "Red Sea" that has been fiercely competitive, LED grille lamps enterprises must solve the "three nos" embarrassment of "no clear positioning, no difference characteristics, no high cost performance".
The enterprise's "can't wait" seems to be a bit "out of place" with the big environment: on the one hand, the channel continues to be sluggish, which directly leads to a weaker off-season, and the market situation is not prosperous in the peak season. As a grid lamp market with huge engineering usage, it is the first to bear the brunt.
At the same time, the popularity of LED panel lights has eroded a lot of grid lamp shares, and some of the sales of some old grille lamps have declined. On the other hand, it is “competitive†and there are constantly emerging companies joining this huge team.
Philips office lighting - PowerBalance embedded LED grille light
According to incomplete statistics, there are more than 800 enterprises in the peak period and involved in the manufacture of grille lamps, and there are more than 40 well-known brands in the industry. The competition is unprecedentedly fierce.
"We officially entered the field last year, but we began to feel that LED grille lights are now in hot competition last year. In particular, there are many companies that are blindly carrying out blind traffic, lacking a fair environment, and the government's support policies should be improved. Li Nuo, general manager of Fengshang Lighting, said that he has been in the field of grille lamps for two years.
Since the profit this year has dropped by 8% compared with the same period of last year, the next lighting will be adjusted through market behavior to ensure product quality and appropriately increase product prices.
Coincidentally, Huayi Lighting's sales of grille lamps in the domestic market this year also declined. According to the person in charge of marketing, mainly Huayi changed the product and market strategy of the past, and upgraded from the product quality, while the cost of raw materials and workers' wages continued to rise, resulting in an overall cost increase. The loss of low-end customers.
However, as the quality of the new generation of grille lamps is recognized by the market, the brand image will be further enhanced, and the high-end market share will gradually expand.
At the same time, the reporter also learned in the interview that the LED grille lamp enterprises that mainly rely on the engineering channels to circulate have not paid much attention to the propaganda in the past, and they have a taste of “the wine is not afraid of the alleyâ€.
Judging from the investigation of the reporters, although the grille lamp mainly focuses on the engineering market, if it does not subdivide the market and occupy its own "fist" field, it will be easily eliminated.
For example, Yangye Lighting found that in the application fields of many engineering lighting products, the demand for office lighting products is huge, and the products for office lighting in the market are the same, and the uniqueness and practicability of office lighting are not fully considered. Therefore, Yangye Lighting raised its own representative level by proposing the slogan of “Perfect Office Lighting Environment Lighting Expertâ€, and made clear boundaries with other similar manufacturers, and finally gained market recognition.
In fact, from the traditional lighting along the way, but the grille lamp brand, which is a little famous at home and abroad, has a place in the first and second tier cities.
LED Xiaowei series embedded grille light panel
According to a survey by reporters, it can be roughly divided into three categories. The first-class brands are international brands such as Philips, Panasonic, Osram, GE, Thorne, and Cooper. The appeal of these brands has always been in terms of quality and brand recognition. Very strong.
The second-class brands are the Guangdong brand represented by NVC, Foshan Lighting, Huaqiang, Sanxiong, Aurora, etc., as well as the Jiangsu and Zhejiang brands represented by Sunshine, Yangye and Shifu.
The third category is that some small brands that are endless are also occupying a part of the market.
Because the grid light is a labor-intensive product, the technical content is low, the entry threshold is low, especially the products in the middle and low-end market are highly homogenized, and the market competition is fierce and disorderly. The market for grid lights in first- and second-tier cities presents a completely competitive market structure. Therefore, brands that are in the third-line do not mean poor competitiveness.
Different brands have different qualities and different prices, so they all have their own markets. In this way, whether it is a first-line international brand such as Panasonic or Philips, or a mid-end brand such as NVC, Sanxiong and Aurora, it is impossible to firmly control the grille lamp market in Shanghai, Beijing, Guangzhou and other cities, and it is difficult to form a hegemony. pattern.
“In addition, whether a brand is competitive in a market, the primary factor is the product itself. Only after the product itself has advantages in terms of quality, type, style and price, the competitiveness of the brand can be reflected, thus expanding sales. The channel plays an important role.†said the head of the R&D department of Sanxiong Aurora.
In order to survive and develop in the "Red Sea" that has been fiercely competitive, LED grille lamps enterprises must solve the "three nos" embarrassment of "no clear positioning, no difference characteristics, no high cost performance".
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