Three major constraints remain in the LED industry to return to rationality
The industry believes that in the next five years, the penetration rate of LED lighting may exceed 80, and the development space is very large. The LED lighting industry should clearly understand its own situation. For now, the three major difficulties in the LED lighting industry are restricting the development of LED lighting companies.
When the policy of banned white came out, the LED lighting industry would welcome the spring again, and the enthusiasm in the industry would be like fire. This upcoming outbreak has not yet experienced a long time in the industry.
Pan Wenbo, chairman of Guangzhou Guangya Messe Frankfurt Co., Ltd. believes that there are currently more than 10,000 LED companies in China. In the next 5-8 years, 30-40 or even 50 enterprises will be eliminated, and the industry concentration will be higher and higher. At the same time, a number of outstanding companies will grow in the market.
According to statistics, the current penetration rate of LED lighting is only 20~30. The industry believes that the penetration rate of LED lighting may exceed 80 in the next five years, and the development space is very large. The upstream and downstream output value of LED lighting in mainland China last year was 350 billion yuan to 380 billion yuan. This year will reach 410 billion yuan to 450 billion yuan, and will exceed 100 billion yuan in the next five years. In Pan Wenbo's view: In the next five years, the domestic LED lighting industry will maintain a growth rate of 22~25 every year, and 80 traditional lighting will be replaced by LED lighting.
Three major problems restrict development Faced with such opportunities and challenges, the LED lighting industry should clearly recognize its own situation. For now, the three major difficulties in the LED lighting industry are restricting the development of LED lighting companies.
First, the reduction of operating gross profit is to establish the scale advantage. Some enterprises adopt the cost leading strategy, take the initiative to lower the price to rob the market share, and hope to establish a competitive threshold, forcing other brands to follow up the price reduction into a special way to promote the shipment, especially in T8. Tubes, bulbs, T5 brackets and other light source circulation categories are particularly fierce. Compared with the traditional lighting stage, the average gross profit margin of the industry has dropped significantly;
Second, the channel marketing expenses have been greatly improved to quickly build a marketing network. Some enterprises have invested in marketing expenses regardless of cost. Many marketing personnel have invested in various exhibition cabinets, sending samples, advertising, and distributing goods. These are not in the traditional lighting era. imagination.
Third, the hidden costs have increased substantially. In order to cooperate with the product switching, the company has continuously improved and enriched the product line, and the research and development costs have become larger. To meet the sales, the factory has to stock up, which will soon cause sluggish inventory, which will affect the company's cash. Flow, resulting in reduced efficiency of capital use. The increase in these hidden costs has made it difficult for companies to achieve their own blood-forming development.
Adjusting the state to return to rationality Faces such a dilemma, if an enterprise wants to win in the competition, it must first have a strong strategic system planning capability and form a correct competitive thinking mode. Secondly, it must be in product planning, channel construction, production management, etc. Have strong operational capabilities to avoid uncertainty in the execution of the target.
Therefore, enterprises will eventually return to a state of rationality.
First, abandoning strategic loss thinking in thinking, this kind of price does not hesitate to sell at the bottom price, and it is not advisable to invest a large amount of marketing cost thinking mode. Especially for some listed companies, when the stock market price pressure is high, it is difficult to better The mentality is to insist on strategic losses, and if you are not careful, you will get deeper and deeper in the swamp of loss.
Second, it can be cut in from a field where competition is relatively small and its own capabilities are strong. Enterprises can adopt a focused strategy, including product focus, channel focus, and regional focus.
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