Nearly 10,000 LED lighting companies in China, of which nearly 7,000 are involved in exports. Overseas markets have always been a key market for Chinese companies to compete for. In recent years, China's lighting industry exports have also increased.
According to industry statistics, Shenzhen Wanrun Technology Co., Ltd. has consistently ranked among the top exporters in thousands of companies. In 2011-2013, Wanrun Technology ranked among the top 30 in all exports to Europe, in 2013. The ranking of exporting BRICS countries is also in the top position.
What are the unique experiences of Wanrun in exploring overseas markets? How do you view the current foreign situation? What problems do Chinese companies currently face when they export overseas? Many export-oriented enterprises have begun to switch to the domestic market. How should we balance and grasp the choices inside and outside? China Semiconductor Lighting Network interviewed Zhang Zhonghan, Vice President of Wanrun Technology, to share the concerns of the current public, and share the overseas market of Wanrun Technology.
The international market export situation is mixed. At present, the overseas LED market is also very competitive. Our overseas market mainly controls the following points: First, we identify our own market positioning and customer positioning. We are positioned in the high-end commercial lighting market and non-civil market; Looking for good product positioning, we are targeting high-end indoor lighting products with large commercial lighting usage and outdoor lighting products that need to be supported by the company's strength. Third, our strategic positioning is also clear, seeking profit, not seeking quantity, seeking long-term, not seeking In the short term, we only choose the same concept of customer and engineering channels.
The current situation in the international market is mixed for export-oriented enterprises.
On the positive side, the incandescent lamp ban in major countries and regions around the world, as well as the cost reduction drive terminal price decline, triggering the outbreak of the lighting market, the huge general lighting market for overseas LEDs will soon be fully launched, and export-oriented enterprises will directly benefit.
The downside is that the manufacturing advantage is slowly losing, the Chinese manufacturing brand has not really formed, the product competitiveness has declined, most companies have no core technology, or rely on manufacturing (such as a large number of foundries) and low prices to maintain the market. Difficulties in the situation, a slight exchange rate, cost, market downturn and economic downturn, will make enterprises survive difficult, in fact, this is a long-term problem, is the problem that Chinese enterprises need to transform.
However, overseas development opportunities still exist in emerging markets in the future, but Chinese companies cannot take the old road.
Judging from the LED industry in which the company is located, the overseas market is currently divided into three parts. One is the civilian market. There are many opportunities. For example, countries have cancelled incandescent lamps, but such opportunities are mainly foreign companies that already have channels and brands. Benefiting, indirectly beneficial to Chinese companies is that enterprises that contract for these foreign brands have limited effects on other companies.
Second, the commercial market, this piece should have opportunities at present. This has certain requirements for product access. China's LED companies started earlier, and their understanding of LEDs is still deep, and they have done some in the market in the early stage. The layout, the original foreign brands in the short term want to have a great impact on such a market is still difficult.
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