Positioning market segment Shenzhen Green Lighting announced its entry into Zhejiang

China's LED panel light manufacturing and R&D enterprise Shenzhen Green Semiconductor Lighting Co., Ltd. held a press conference in Hangzhou recently, and announced a high-profile announcement to enter the Zhejiang market, and positioned its sub-brand for the domestic market - "Xi Bai Nian" as "clothing lighting expert" This is also the first LED lighting company to position the brand in the “segment market”.

Chen Baodong, general manager of Shenzhen Green Semiconductor Lighting Co., Ltd. (hereinafter referred to as “Green Lighting”) said, “The future competition is no longer just the competition of products, but also the competition of market segments and the competition of brands. Currently in the LED lighting market. Some specialty stores are filled with different kinds of LED lighting products. The concept of most companies is very simple: as long as there are orders in the market, what lighting products are done. It seems that I want to wipe out the LED lighting industry at the outbreak of the market. The greed and lack of clear positioning led to the fact that most companies face a small number of orders, continuous and batch orders; more importantly, “small but full” often means nothing, and it is difficult to form a cure. And a distinct brand impression.

Based on this consideration, Green Lighting has repositioned its two brands. “Happiness” is positioned as “clothing lighting expert”; while green lighting continues to be positioned in “office lighting”. In commercial lighting, clothing lighting accounts for 60% of the total, while office lighting accounts for about 20%. "Whoever seized the opportunities in the two major markets of clothing lighting and office lighting has also established his position in the LED lighting market." Chen Baodong said.

According to the data released by the High-tech LED Industry Research Institute, in 2012, 726 LED companies in Zhejiang achieved a total sales of 22.94 billion yuan. In 2012, the national LED industry output value reached 205.9 billion yuan. Zhejiang LED industry accounts for more than 10% of the country.

However, the average output value of Zhejiang LED enterprises is only 32 million yuan, especially downstream of the enterprise gathering, and the output value is lower than the average. The number of downstream enterprises is 680, accounting for 93.7% of the entire industry, and the average output value is only 31 million yuan.

“There are not many enterprises in Zhejiang LED industry with a production value of over 100 million yuan,” said Zhang Hongbiao, research director of the High-tech LED Industry Research Institute. “Although it ranks second in the country, the gap with Guangdong is still relatively large.” According to estimates, the output value of Guangdong LED industry It has exceeded 100 billion.

Zhang Hongbiao believes that China has entered the "warring country era" of LED lighting: the LED application market is chaotic, the products are uneven, the price competition is fierce, and the technical level is far from high. He said, "Market chaos will be more prominent in the next 1-2 years, and leading companies will begin to shape in three years."

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