[Text|High-tech LED reporter Wen Zhao] With the continuous development of the economy, the export volume of SMEs in China has begun to grow rapidly, and the proportion of exports of higher value-added products has gradually increased, showing strong growth potential. In China, the rapid development of the LED industry is obvious. Whether it is the industrial scale or the international status, the export of products has undergone tremendous changes over the years. In recent years, exports have played an important role in China's national economy.
However, opportunities are always accompanied by risks. In this era of accelerated globalization and intensified competition, although the export volume has continued to grow and production has developed at a high speed, there are also a series of problems such as frequent product quality problems, trade barriers, and rising costs.
Although LED products have a wide range of applications worldwide, the total value of exports is increasing year by year, but at the same time more and more problems are gradually exposed. How to seize opportunities and avoid risks is a must for enterprises. Thinking about the problem. Before that, we must first understand what problems the LED industry is facing in the process of exporting, so that we can solve the problem and know how to know each other.
1, own brand absence <br> <br> own brand is actually to make their own to build a brand out, they consume human material and financial resources and the time is long and huge, but the rewards are permanent. In marketing, the use of independent innovation brand is a marketing method that is strongly advocated in China. Self-owned brands can also help companies to develop markets. However, at present, there are only a handful of companies exporting their own brands in the domestic LED export process.
When talking about brand issues, Gong Wen, chairman of Jingtai Co., said, “The corporate brand awareness is indifferent, the brand cultivation is insufficient, and the brand added value is low, which leads to the low negotiation ability of China's foreign trade SMEs in the international market, and its low profit situation. It is also difficult to get a change in the short term."
As a result, a series of problems such as weak market competitiveness have become a major weakness of corporate exports. In the long run, if we do not change the economic growth mode and strengthen brand building, we will lose the competitive position of our own brands in the domestic and foreign markets. Lack of self-owned brands, international expansion is also difficult and export processing enterprises are still at the lowest end of the industry chain. The lack of brand awareness has caused the inconsistency between sales behavior and marketing strategies and brand building, making the brand unable to recognize the hearts of consumers. Very well established.
2, dual competitive pressures <br> <br> although widely LED applications, has a very broad prospect in many market segments. At the same time, more and more enterprises are constantly moving closer to the LED industry, and more and more LED companies are beginning to explore overseas markets. For a time, exports have become a trend in the development of the LED industry.
Compared with large foreign companies, the comprehensive strength of most domestic enterprises is not dominant, which is also a problem that enterprises must face. In an unfamiliar market, you want to get a piece of it, and the cheap price alone is obviously impossible. If the domestic enterprises involved in exporting still use the price war as the magic weapon to win, it is unfavorable for everyone. It is necessary to rationally realize that the industry competition will always return to the pursuit of product quality.
According to customs data, in 2014 China's LED lighting exports reached 9.22 billion US dollars, an increase of 68.6%. It is not difficult to see that domestic companies have increased their efforts in overseas markets. “Because for Chinese consumers, the price of high-end LED products is too high, and the acceptance is still not as high as that of foreign consumers.†Zhang Zhaokui, general manager of Getian Optoelectronics believes that the gross profit margin of high-end products is relatively high, so for enterprises, they More willing to choose overseas markets.
However, opportunities are always accompanied by risks. In this era of accelerated globalization and intensified competition, although the export volume has continued to grow and production has developed at a high speed, there are also a series of problems such as frequent product quality problems, trade barriers, and rising costs.
Although LED products have a wide range of applications worldwide, the total value of exports is increasing year by year, but at the same time more and more problems are gradually exposed. How to seize opportunities and avoid risks is a must for enterprises. Thinking about the problem. Before that, we must first understand what problems the LED industry is facing in the process of exporting, so that we can solve the problem and know how to know each other.
1, own brand absence <br> <br> own brand is actually to make their own to build a brand out, they consume human material and financial resources and the time is long and huge, but the rewards are permanent. In marketing, the use of independent innovation brand is a marketing method that is strongly advocated in China. Self-owned brands can also help companies to develop markets. However, at present, there are only a handful of companies exporting their own brands in the domestic LED export process.
When talking about brand issues, Gong Wen, chairman of Jingtai Co., said, “The corporate brand awareness is indifferent, the brand cultivation is insufficient, and the brand added value is low, which leads to the low negotiation ability of China's foreign trade SMEs in the international market, and its low profit situation. It is also difficult to get a change in the short term."
As a result, a series of problems such as weak market competitiveness have become a major weakness of corporate exports. In the long run, if we do not change the economic growth mode and strengthen brand building, we will lose the competitive position of our own brands in the domestic and foreign markets. Lack of self-owned brands, international expansion is also difficult and export processing enterprises are still at the lowest end of the industry chain. The lack of brand awareness has caused the inconsistency between sales behavior and marketing strategies and brand building, making the brand unable to recognize the hearts of consumers. Very well established.
2, dual competitive pressures <br> <br> although widely LED applications, has a very broad prospect in many market segments. At the same time, more and more enterprises are constantly moving closer to the LED industry, and more and more LED companies are beginning to explore overseas markets. For a time, exports have become a trend in the development of the LED industry.
Compared with large foreign companies, the comprehensive strength of most domestic enterprises is not dominant, which is also a problem that enterprises must face. In an unfamiliar market, you want to get a piece of it, and the cheap price alone is obviously impossible. If the domestic enterprises involved in exporting still use the price war as the magic weapon to win, it is unfavorable for everyone. It is necessary to rationally realize that the industry competition will always return to the pursuit of product quality.
According to customs data, in 2014 China's LED lighting exports reached 9.22 billion US dollars, an increase of 68.6%. It is not difficult to see that domestic companies have increased their efforts in overseas markets. “Because for Chinese consumers, the price of high-end LED products is too high, and the acceptance is still not as high as that of foreign consumers.†Zhang Zhaokui, general manager of Getian Optoelectronics believes that the gross profit margin of high-end products is relatively high, so for enterprises, they More willing to choose overseas markets.
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