Semiconductor lighting after ten years of development process, has undergone an earthshaking change, from 2003 industrial planning 9 billion yuan to carry out in 2013 to save the estimated 257 billion 600 million yuan. With the rapid development of LED industry, and the lighting occupation threshold is low, more and more entrepreneurs to join the team, LED lighting brands with more and more, all kinds of small brands such as bulk up all over the mountains and plains.
For those who just entered the market of small brand lamps, neither too much money to start lighting malls, nor with lamps brand's strength to influence the mall, and by many objective factors, many small brands already fall into the quagmire like living predicament.
LED brand warfare is a small boat, good U-turn, still rising faster, faster?
The new regulations on small brand suffered a fall
These years, LED lamps career rapid development, and its use planning is growing. But in 2013, the EU issued a new regulation, the LED lamps and related equipment, functional safety and energy efficiency are put forward higher requirements, which means that the LED occupation, especially exports to Europe LED company, will face more new detection.
Indeed, a lot of pressure from the implementation of the new rules can be another weight for the LED profession. In order to make the products of LED lamps conform to the new standard, LED company has to pay more attention to the quality when choosing materials and components, so the cost will be greatly increased. This is a large brand LED company can accept, but a small brand lighting company, there is no doubt that with a pinch of salt.
Especially in the light of the small lamp brands that have just entered the market, the pressure of livelihood has become heavier and heavier under these conditions.
Good and bad, small brands are questioned more quality
In 2013, not only the international inspection of lighting products in China was strengthened, but also the domestic testing standards and testing efforts were greatly strengthened. Many large brands of goods have also been tested for substandard goods, not to mention small brands, and LED lamps are being tested for quality and safety issues.
Together, when consumers use LED lighting products, the share of quality problems of small brand goods is far higher than that of big brand products. In the after-sale problems, many small Brand Company have no way to guarantee. These reasons have caused consumers to make a decision about the loss of LED goods, and many dealers are reluctant to operate the goods again. More and more consumers and dealers are willing to choose the quality and after-sale guarantee of large brands, which also constitutes a small brand circulation in the shopping mall is becoming more and more difficult.
Naturally, not all small brands of goods have quality problems, in many small brands, there are still many are real, want to commodity, the company will do a good job. But as the saying goes "a mouse droppings destruction gruel, present in small brand quality problems will constitute the planning, will present" the appearance of Public clamor can melt metals., which resulted in increased consumer distrust of the entire LED lamp of small brands.
Step by step, small brand livelihood space crunch
With the replacement of the global LED light source, the LED lighting mall is lit up. It is in the good policy and outstanding shopping prospects forward, in recent years, many domestic traditional lighting companies have entered the field of LED lighting. These companies because the foundation is thick, strong, in the transition to do LED, its brand influence smaller, brand advantage is remarkable. In addition to its original customer base, small brands in the competition advantage is reduced to naught.
In a few years ago, the small brand goods in price compared with the big brands still have a great advantage, but in the increasingly sophisticated LED industrial standard, LED company operating costs more and more high, the profit space is greatly reduced, then price war at their peril. Coupled with the big brands of goods cost performance gradually rising, small brands in the advantage of the quotation has gradually become very small.
Now the market is a big brand occupies the distribution line of the mall, and extends to two or three line shopping malls, and small brands can only survive in the gap, it will be located on the two or three line shopping mall, living space has been greatly austerity.
The survival of the fittest, small brands rise faster, faster
LED has continued to expand the industrial market trends, and more LED to a downstream company invested more small, which makes the input of LED lighting company "ruguojiangzhiji". To have the town of lighting capital as an example, the company amounted to tens of thousands of, and in the meantime, small and medium-sized companies accounted for 90%%u4EE5, especially small companies accounted for a large part, there are many, and even in the form of workshops. In the ancient town, you can also see, today there is a small company to do LED establishment, and tomorrow there will be a company closed. This representation is not unusual in ancient towns.
The reason for this is the LED occupation representation appear low threshold, * * * is very simple, as long as the goods are bound to know, have a certain amount of money, you can live on their own. However, when the company runs to a certain period, it will present a bottleneck, and the meeting is confronted with a series of problems, such as the lack of funds and inaccurate positioning of commodities. Many small brands are forced to close because they can't pull through.
The policy of regulating small brands is more easily affected
Over the years, because of the country's tightening monetary policy and the high tax burden caused by high inflation, many LED small and medium companies have been on strike and strike. Tight monetary policy and other regulatory shocks, small and medium-sized companies are the first battle of the land. In addition to financing difficulties, high tax burden, increased production costs and other reasons, the most important reason lies in:
First, there is unfair treatment in practice. Some departments and organizations do not pay enough attention to small and medium-sized companies, resulting in the failure to implement the policy of small and medium-sized companies. For example, 4 trillion yuan, "domestic demand" funds, basically invested in the pockets of state-owned enterprises, banks are often reluctant to borrow for small and medium-sized companies.
Second, when the tax system for small and medium-sized companies not to support efforts, especially the value added tax and business tax coexist, resulting in duplication of tax services appearanceserious, the tax system is not conducive to the development of small and medium-sized companies. According to CCTV "economic half-hour" reported that the existence of repeated logistics tax appearance, 600 thousand warehouse tax 85 thousand yuan, repeated tax share of nearly 50%%u3002
Third, in the low end of the industrial chain, low added value of commodities. A large number of small and medium-sized companies are poor in coping with their own "livelihood", and can not formulate long-term planning, investment and efforts to innovate, and can not improve the competitiveness of the brand through progress.
LED small and medium companies are difficult to enjoy financial policy subsidies, in the face of difficult to become more difficult to deal with, and this is now one of the small brands face an important reason for the dilemma of living.
Small brands, small boat good U-turn, strain sensitive into a big advantage
In the face of many small brands despite the current dilemma, but because of its strong adaptability, economic planning, response sensitivity, big brands, has the advantages of small boat U-turn, is very sensitive, according to the different status of market development to adjust their strategy. After the crisis, small brands can adjust in time with the external environment.
But for some small business owners, the difficulty is relatively large, because of their own management experience, the external vision limit, they adjust the strategy, operation and management also have some errors. Therefore, small brands in commodity positioning, quality requirements, style selection, customer service, but also need to make adjustments.
Professional alliances summon up small brands, Baotuan development
These years, all kinds of lighting professional league established continuously, and its effect is very different, all in order to hold together heating, combining resources, pursue development. In the increasingly competitive today, small brands to break the dilemma also began to find a solution, the establishment of the alliance can be a good way to deal with the current predicament.