At present, the number of companies that only do LED packaging in the Chinese market is very small, and most of the packaging companies have begun to develop and produce LED lighting products. The enterprise boundaries in the field of LED applications have become increasingly blurred, and the LED product lines of various companies have become longer and longer. From the perspective of the market, Chinese LED companies have the following characteristics: From the current status of the development of lighting brands, there are few brands of lamps that are well known to consumers. The brand building of the lighting industry is still in a lagging state. How to develop 'well-known brands in the industry' into 'popular well-known brands', how to develop our 'big but not strong brand' into a 'famous brand of lamps', how to develop 'multi-brand' to 'fine brand', these are It is a problem facing China's lighting companies, and it is also an urgent problem we need to solve. The LED lighting industry is growing rapidly. In 2010, LED lighting has begun to ferment. Compared with 2009, the market demand has increased greatly. Enterprises that do LED packaging and LED display have also entered the field of LED lighting. Although the technical level of LED products has been greatly improved compared with previous years, most companies occupy the market at a price, but at the expense of the quality of the products, and also lead to a gradual decline in product profit margins. However, many LED companies have begun to increase their R&D investment and move toward high-tech, high value-added, and intelligent products. In the packaging and application side, some products of individual companies can already compete with international LED manufacturers. Even so, the overall profitability of LED chip companies is low. LED chip companies are currently investing a lot in the overall, but in 2009 LED chip industry sales of only more than 2 billion yuan, and most LED chip companies are negative profits or no profits. LED chip companies reached 62 at the end of 2009. With the large-scale investment of LED chip companies and the introduction of technology in Taiwan and other places, it is expected that China's LED chips will have a very large development in the next few years. Exports occupy an important position, and the domestic market is weak, especially for LED companies in the Pearl River Delta region. Many enterprises account for more than 50% of exports. Mainly because the price of LED products is still relatively high compared to Chinese consumers. The sales of LED application products in China are mainly concentrated in commercial lighting and municipal engineering, and the acceptance level of ordinary consumers is still at a low level. There are few mergers between LED companies. At present, there are few mergers and acquisitions among LED companies on the market, and each company basically expands its scale by its own strength. Compared to thousands of companies on the market, the proportion of mergers between companies is negligible. The main reason is that the LED market is still immature and fully competitive, and most companies can find their own living space. However, compared with the small number of mergers and acquisitions, there are many companies entering and exiting the LED industry in China every year. Undoubtedly, the brand is the steel armor that the enterprise overcomes the crisis. Therefore, to enhance the anti-risk ability of the lighting industry in the face of crisis, we must work hard to develop the brand and create a unique development path of the lighting brand. From the development of the lighting industry last year, the situation will be further improved. This will mean that the competition in the lighting industry will become more and more fierce. The manufacturers will make every effort to increase their market share. The author passes the lighting. The market visit learned that today's multi-brand strategy in the lighting industry is popular, and often there are several brands in a company, and the market sales are everywhere. Now in the lighting industry, the multi-brand strategy seems to have become a trend. It can be said that it is a 'five-child', and it is not necessarily a wise strategy. The implementation of multi-brand strategy, many companies implement this, in the multi-brand operation process, the sales and market between multiple brands are completely separate, but its R & D and organization management is resource sharing, which is undoubtedly optimized Resources enable enterprise resources to be fully utilized. Use differently positioned products to compete for a larger market and subdivide the cakes in the lighting industry, thus increasing the market share. It not only expands the influence of the company in the industry, but also maximizes the benefits for the enterprise.
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