Lu Weidong: Discussion on the Strategy of Exporting to Domestic Sales

On the morning of September 13, 2013, the “2013 China LED Lighting Industry New Pattern and New Growth Shenzhen Summit” jointly sponsored by Gaogong LED and Huizhou Zhongkai High-tech Industrial Development Zone was successfully held in the banquet hall on the third floor of Kempinski Hotel Shenzhen. More than 110 LED CEOs from Shenzhen, Huizhou, Zhongshan and other regions participated in the summit.

Dr. Zhang Xiaofei, Chairman of Gaogong LED, Deputy Secretary of Huizhou Zhongkai High-tech Industrial Development Zone Committee, Yang Pengfei, Director of Management Committee, Gong Weibin, Chairman of Ruifeng Optoelectronics, Lu Weidong, General Manager of Yuanhui Optoelectronics China, and Executive Vice President of Shenzhen Research Institute of Hong Kong University of Science and Technology Li Shizhen and others are focusing on the current dilemma and positioning of LED enterprises in the Pearl River Delta region under the integration of the industrial chain, the current status and future development planning of the LED industry in Huizhou, the investment strategy and development of the new era in the era of overcapacity, and the export and sales of LED lighting enterprises. The five hot topics of the future LED lighting new technology and other key topics were launched.

In recent years, with the increasingly stringent requirements for energy efficiency standards and patent control in overseas markets such as Europe and the United States, the demand for domestic LED general lighting market has steadily increased. Many LED companies that rely on exports are also actively adjusting their marketing strategies and are beginning to gradually aim. Transfer to the domestic lighting market. As one of the leading exporters of LED lamps in China, Lu Weidong, the general manager of Yuanhui Optoelectronics China, conducted an in-depth discussion on how the current LED export companies successfully transformed the domestic market.

“The characteristics of the LED industry export market are mainly characterized by single export products, quantitative production and long lead times. The company mainly carries out various methods such as providing OEM, ODM and establishing its own brand, while the domestic market is characterized by product diversification. , personalized, customized, and fast delivery cycle.” Lu Weidong believes that enterprises choose to transform domestically, they cannot simply transform for transformation, but should focus on the value that this business can bring to the target market, and only those who can In order to bring a unique and continuous value to a specific group of businesses, companies can get a corresponding, sustained return.

Lu Weidong pointed out that in order to achieve a successful transformation, export enterprises must be based on differentiated positioning, innovative products and strategic marketing strategies.

“Foreign trade enterprises with different differentiation can define themselves as “experts” and focus on the long-term and overall target needs of the target market. In addition to creating products suitable for sale in the domestic market, they should also strengthen the foundations of scientific research and talents. Capital investment, market research, brand marketing planning and image design positioning.” Lu Weidong said that the transformation of the domestic market must be a good brand, because the bigger the brand, the wider the channel, and the channel construction will be the success of the enterprise transformation domestic market. No key point.

Guangzhou Ehang Electronic Co., Ltd. ,