In 2009, China's lighting and lighting industry took the initiative to face the severe test of the global financial turmoil. The central government has issued a series of policies to stimulate domestic demand; local governments have actively introduced preferential policies, attracting investment, and developing regional economies; major industrial bases have also seized their own advantages and spared no effort to tap their own potential; leading enterprises have taken advantage of the situation and attacked the city and seized Market share; strength companies are all brilliant, seeking new growth points; new companies are also open source and thrifty, step by step, to gain a foothold. The whole country has staged a battle of "competing against the forces and facing the crisis", which has effectively promoted the development of the lighting industry.
1. The central government vigorously promotes energy conservation and emission reduction
When the background of the general economic downturn and the issue of energy are increasingly prominent, the state vigorously advocates “energy saving, green lightingâ€. In the national top ten industrial revitalization plan in 2009, the light industry revitalization plan was reviewed and approved earlier, and the industrial upgrading projects for household appliances, lighting and other industries were set up. It is planned to achieve a 15% reduction in the production of ordinary incandescent lamps in 2009 compared with 2008. The output of compact fluorescent lamps will increase by 30% compared with 2008, and the incandescent lamps will be phased out and the mercury emissions will be reduced by 20%.
The Ministry of Finance also released a message to increase the promotion of high-efficiency lighting products in 2009 and determine the scale of promotion to 100 million. From this series of policies, energy-saving and environmentally-friendly lighting products are ushering in new development opportunities.
2, standard release, standard industry
The mandatory national standards for luminaires will be implemented on January 1, 2009. According to the standard, Class 0 lamps with the lowest safety level will be ordered to gradually withdraw from the market. "Lighting Measurement Methods", "Design Specifications for Urban Night Lighting" and "Urban Rail Traffic Lighting" have also been introduced.
“No rules are not squareâ€. With the promulgation and implementation of standards, the lighting industry has become more and more oriented. LED is a relatively new field. At present, most of the LED companies in the industry are small in scale, and there are many cottages in the cottage. The competition is chaotic and disorderly. "Guangdong Province LED Street Light Local Standards" has been introduced and will be implemented on July 1. It is the first time that such standards have been established nationwide. It also means that the history of the lack of LED industry standards is coming to an end, and the standard “cottage lights†will be dead.
3, regional alliance sword refers to the new LED light source
In 2009, Xiaolan and Jiangmen successively established the LED Alliance. In fact, under the trend of industrial transfer and industrial upgrading, the Pearl River Delta region has intensified the development of the semiconductor lighting industry. Guangzhou, Shenzhen, Foshan, Dongguan, Zhongshan and other places are scrambling to build a national-level semiconductor lighting industry base. Recently, Huizhou The city also introduced the LED chip giant Cree.
A boom in the development of the semiconductor lighting industry is taking off in the Pearl River basin. Taking the “Zhongshan Lighting†industry as an example, Guzhen’s lighting products manufacturing advantage is the best in the world, and the Xiaolan Town Government is focused on light source manufacturing, which is very reasonable. Dislocation competition not only avoids the waste of repeated construction, but also forms a situation of complementary advantages, which complements each other and complements each other.
4, the company seeks breakthroughs with celebrity endorsements
In 2009, the lighting and lighting industry was generally cautious. The celebrity endorsement behavior of the company attracted a lot of eyeballs: Hao Hao lighting renewal Fan Bingbing; Jinda Lighting hand in hand Huang Xiaoming; Belle Ante signed Jiang Wenli; Meidie Meijia and Fu Yiwei appeared in the light fair; Hyundai Hyundai Lighting invited Miss Korea’s Zheng Zheng...
It is no wonder that some people have described the stimulation of the "Star Avenue" as the "collective consciousness" of the light enterprise. It is not that you will be able to become famous when you speak forever. Celebrity endorsements are more suitable for the rapid rise of some less well-known brands. Of course, hand in hand with the star is also a weapon for brand breakthrough.
5, the brand to the public "send a gift"
Since mid-July 2009, three lighting companies, Ou Dier, Pinshang and Guanya, have jointly placed advertisements on the first and second sets of CCTV. Product positioning has always been a high-end Jinda crystal lamp, please come to the first-level level planner Ye Maozhong and star Huang Xiaoming, the purpose is actually to "married" the public, and the veteran enterprise Huatai Lighting 2009 strategic seminar and new product promotion meeting also announced: Committed to creating a high-value-added, affordable home lighting brand.
The term "popularization" seems particularly happy in 2009. The purpose of the transition to the public brand is hidden behind the CCTV advertisements of the three companies. In fact, the interpretation of the Volkswagen brand is not only the promotion of the mass media platform, but also the deep inclination of product positioning and strategic adjustment.
6. Cross-border marriage for resource integration
Haohao Lighting Appliance and the Italian Industrial Designers Association formally signed a strategic cooperation agreement. At the 8th Light Expo, there were a number of exhibiting companies that moved in the “home conceptâ€, highlighting the trend of cross-industry information integration. Zhongyi--Flying the sky and snoring at the beginning of the test at the Dongguan Furniture Fair with high-end modern furniture, the concept of "selling lights and selling stores" has been very vivid.
Culture and creativity have always been the soul of lighting. How to control the world's top design trends, inclusive, for my use, has always been the desire of lighting companies.
7. Implement market segmentation to seek blue ocean
At the beginning of 2009, Honeywell Lang has developed a series of children's series, illusion series, river series and famous painting series for children's room, bedroom, living room and study room based on the diversified needs of consumers. The Sanxiong Extreme Optoelectronics product launched the R9 luxury series, which uses the world's first pure aluminum decorative panel, which is specially used in high-end places such as star hotels.
With the increasing homogenization of products, more and more enterprises have begun to implement product differentiation operations and market segmentation in order to pursue new profit growth points.
8. The channel is deeply rooted and breaks through the municipal market.
In 2009, the activist of the Huayi Group, Ao Keshi Lighting, erected the banner of “Red Power China†and once again stirred up the prefecture-level market that had great potential but was not out of the financial crisis. In fact, as early as two years ago, the channels of products such as Auxos energy-saving lamps have gradually penetrated into many third-tier markets at the county level. This year, the good news of Huayi Lighting's bid for the national energy-saving subsidy project has contributed to the improvement.
The current prefecture-level market is already divided into groups, and the princes are fighting. Jianghu veterans and rising stars want to sit on a chair, and the market, product, marketing and brand intertwined, compromise and compromise. Entrepreneurs who have steadily adjusted their strategies and insisted on breaking into the field have since embarked on a promising but unpredictable business journey.
9. Focus on technology to encourage entrepreneurship
At the beginning of the new year of 2009, the government of the party committee of Guzhen Town put forward the theory of “secondary entrepreneurshipâ€. In order to create a good entrepreneurial environment, Guzhen plans to invest more than 5 million yuan to support award-winning enterprises to create brand and technological innovation, while accelerating the construction of “SME incubator (entrepreneurial service center) with the characteristics of ancient towns and creating “talent-technical†——Environmental “Three-in-one good entrepreneurial conditions, fostering a strong cultural atmosphere of ancient towns.
10, the construction of the store is in full swing
2009 is the "first year" of the construction of the ancient town lamp distribution market. This is true. The lighting market of Dengdu, Ruifeng and Huayi has been built to a large scale and is expected to open in March 2010. On March 7th, the landmark lighting building of Guzhen landmark building officially opened for business, marking that the “road economy†defect will be well resolved, and gradually changing the sales pattern of Guzhen lighting, especially the one-stop connection with international standards. The professional procurement market. The decoration work of the World Trade Plaza has also been carried out in full swing, and the store has been fully booked.
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