The relationship between led lighting price and brand
When it comes to the status quo of industry brands, many people in the industry expressed discomfort. Tan Jian, general manager of Levi Optoelectronics, said: "Currently, in the entire LED lighting industry, how many can be called well-known LED lighting brands? Pessimistic predictions, there is no one."
The lack of brand is related to the fact that LED lighting companies do not realize the importance of the brand, or that they do not know how to shape the brand. However, according to the interview of the reporter of "LED Lighting Channel", the biggest factor for companies to give up their brands is the pressure of survival.
"Take bulbs as an example. Now in the Zhongshan lighting market, there are many people who sell for less than 2 yuan per watt, and even 3 watt bulbs have been as low as about 4 yuan. There is no market in pursuit of brand and high-end positioning." Ou Qihua, general manager of Zhongshan Namate Lighting Co., Ltd. mentioned that most of the LED lighting in the terminal markets across the country comes from Zhongshan, and the low price keeps the brand out of the terminal.
The boss of a certain company in Zhongshan is even more outspoken: “It is said that brands are going high-end and prices are low-end, but at present, whether it is Zhongshan or the national terminal market, it is a world of low prices. Survival considerations".
He also mentioned that the most basic criterion for judging a good brand is to meet the needs of consumers. In the current market environment, low prices are the greatest needs of consumers, and low-priced products have the greatest market demand. It is necessary to abandon low prices to make brands that are not accepted by the market at all. For small and medium-sized enterprises, they just want to do it, and funding is not allowed. It is better to target the low-end.
It is true that branding is the "patent" of large companies, but the reality that brands have no market in the terminal makes many well-known LED lighting companies, even some listed companies, use price as their competitive weapon, let alone survive in the cracks For small and medium-sized enterprises in the fierce competition, they have no time to survive in order to survive.
