LED companies should focus on marketing mix strategy

Since 2012, the industry has generally encountered the embarrassing situation of “being applause”, at the same time, the price of LED lighting products has also been greatly reduced, but relative to energy-saving lamps, prices have become one of the obstacles to entry into millions of households. In addition, in the past two years, the domestic LED industry has been plagued by a structural overcapacity. Due to product homogeneity and channel homogeneity, the competition for LED lighting products is extremely fierce.

Focus on marketing mix strategy to break LED lighting

As we know, an LED, a light emitting diode, is a solid semiconductor device that converts electrical energy into visible light, and it can directly convert electricity into light. It can be said that semiconductor lighting is only a part of semiconductor applications. Semiconductor lighting has many characteristics that traditional light sources do not have, such as small size, low power consumption, long service life, high brightness, low heat, environmental protection, durability, changeable technology, and advanced technology. Therefore, according to the characteristics of the LED itself and the needs of the market, the LED can be designed to be colorful and suitable for consumer demand products.

In the face of high prices as the main barrier for LED lighting to enter the tens of millions of households, LED lighting companies to improve product technology, strengthen product development, focus on large-scale production and other prices to compete for the replacement of energy-saving lamps, incandescent lamp market share, while focusing on marketing mix strategy It is a long-term and effective strategy to break the development of LED lighting. The marketing mix refers to the company's selection of market goals, comprehensive consideration of the environment, ability, and competitive conditions of the company's own controllable factors, the best combination of use, has completed corporate goals and tasks. Applied in the LED lighting market, LED lighting companies can develop product strategies, pricing strategies, and channel strategies that are optimally combined according to their market segments. At the same time, LED companies develop marketing mix strategies for different light requirements such as home alternative light sources, hotels, stores, and offices. For example, the need for light sources in ordinary homes is positioned to meet lighting functions, high cost performance, and energy savings. Shop lighting is not only satisfied with basic lighting and energy saving, but also requires specialized lighting features, dimmable, light themes, or scenarios. Therefore, according to different customer needs, formulating the best marketing mix strategy will be one of the main methods to break the development of LED lighting.

Talent hungry LED companies rely on "grabbing" or "raising"?

Strengthen Talent Cultivation and Boost the Rise of LED Enterprises

Since the beginning of 2013, local companies have recruited marketing talents, sales staff, technical personnel, designers and other recruitment information. Many companies have begun to prepare guns and ammunition, ready to open the battle of the 2013 channel. However, the rapid development of the LED industry, the company's surge in demand for LED talent, and institutions of higher learning in this area can not keep up with the LED industry development. It goes without saying that there is a shortage of talented people in the LED lighting industry, and frequent talent jumpers and high-paying companies have become the status quo in the industry. In short, the LED industry lacks technical sales personnel and understands high-end LED technology talents.

Faced with such a status quo, LED companies should speed up cooperation with personnel training in universities and colleges and train talents with LED basic education. Second, strengthen corporate training. In particular, training of business personnel is strengthened. It is understood that the LED industry is currently the most lacking to understand the technical sales staff, sales staff and customers chat, technology is the content that has to be talked about, and now many business people know nothing about the technology. Including some employees who worked in the company for many years, the customers often asked them to be speechless.

China's LED lighting market status and strategy analysis in 2013 Price reduction channel remains the main tone of the 2013 LED lighting market

According to the relevant investigation report, in 2012, the LED lighting industry project was hot and retail was slow and hot, and there were reports on the status quo of LED lighting terminals. Although chip prices have fallen by more than 30% last year and packaging technology has been steadily increasing, LED lighting products are still “above” with respect to energy-saving lamps. Secondly, most of the LED companies in China are in the middle and lower reaches of the packaging and terminal product applications, and product homogeneity, channel homogeneity, oversupply of market demand and other serious problems LED companies. Relative to last year, as a result of price wars and other business failures caused by the collapse of the industry, the phenomenon of the industry reshuffle, price cuts in 2013 to expand channels, price reduction inventory remains the main tone of the LED lighting market.