Influencing factors of LED lighting

Compared with traditional light sources, LED lighting has the characteristics of small volume, energy saving, long life, high brightness and environmental protection. However, its price is relatively higher than that of traditional light sources, which has become one of the obstacles for LED to enter the market, and overcapacity has also LED to fierce competition in the LED market.

marketing mix

Facing the high price has become the main obstacle for LED lighting to enter thousands of households, LED lighting enterprises are trying to replace energy-saving lamps and incandescent lamps by reducing prices by improving product technology, strengthening product research and development, and focusing on large-scale production. At the same time, focusing on marketing combination strategy is a long-term effective strategy to break the shackles of LED lighting development.

Marketing mix refers to the enterprise's choice of market targets, comprehensive consideration of controllable factors such as environment, ability and competition, the best combination and application, and the completion of the enterprise's goals and tasks. When applied to LED lighting market, LED lighting enterprises can make product strategy, pricing strategy, channel strategy and so on according to their own market segments. At the same time, LED enterprises make marketing mix strategies according to the different needs of light sources, hotels, shops and offices.

For example, the demand of ordinary families for light sources is to meet the lighting function, which is cost-effective and energy-saving. Shop lighting is not only satisfied with basic lighting and energy saving, but also needs professional lighting characteristics, dimmability, lighting theme or scene mode. Therefore, according to different customer needs, making the best marketing mix strategy will be one of the main ways to break the "applause but not seat-calling" in the development of LED lighting.

Lack of talents

At the beginning of 20 13, the recruitment information of marketing talents, salesmen, technicians, designers and so on from enterprises all over the world was flying all over the sky. Many enterprises have begun to prepare guns and ammunition, gearing up for the 20 13 channel war. However, with the rapid development of LED industry, the demand for LED talents in enterprises has surged, and the cultivation of talents in this field in colleges and universities can't keep up with the development speed of LED industry. It goes without saying that there is a structural lack of talents in the LED lighting industry, and talents frequently change jobs, and the high salary of enterprises has become the status quo of the industry. In short, the LED industry lacks technical sales personnel and high-end talents who understand LED technology.

Faced with this situation, LED enterprises should speed up cooperation with universities and cultivate LED basic education talents. Second, strengthen enterprise training. In particular, strengthen the training of business personnel. It is understood that what the LED industry lacks most now is technical sales staff. When salespeople chat with customers, technology is a topic they must talk about, and many business people know nothing about technology. Including some employees who have worked in the company for many years, customers often ask them to be speechless.

lower the price

Relevant investigation reports show that in 20 12 years, LED lighting industry projects were hot, but retail sales were slow. There are many reports about the current situation of LED lighting terminals. Although the price of 20 12 chip has dropped by more than 30% and the packaging process has been steadily improved, LED lighting products are still "high above the energy-saving lamps". Secondly, in China, most led enterprises are in the middle and lower reaches of packaging and terminal product application. The homogenization of products and channels and the oversupply of market demand have seriously troubled LED enterprises. Compared with 20 12, some enterprises closed down and the industry was reshuffled due to price war. In 20 13 years, reducing prices, expanding channels and clearing inventory are still the main tone of the LED lighting market.