LED lighting companies enter the North American market
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Last year, emerging industries such as Guangdong's new energy vehicles, new materials and smart equipment presented a comprehensive flowering situation and became the new pivot point for Guangdong's transformation and upgrading. In particular, the semiconductor lighting (LED) industry, one of the three strategic emerging industries that has been developed in Guangdong Province, ranks first in the country in terms of industry scale and its performance is eye-catching.
However, at present, the LED industry has become a new focus of international technology economic competition. How can Guangdong LED lighting companies take advantage of the trend, open up the blue ocean, break into the international arena, and enhance the competitive position of China's LED lighting industry in the international market, which has become a major concern of the industry.
Attacking North America's general trend On January 1 this year, the US government publicized a comprehensive ban and set off LED lighting in North America. The famous American lighting factory estimated that the penetration rate of LED lighting in North America will exceed 60 in 2017. However, the North American market is easy to defend. China's LED companies, which have been shunned, are not a few of the North American markets. For Chinese manufacturers, they have always been difficult bones, but they have always been a strategic location for domestic manufacturers to enter the world stage and demonstrate their international status.
According to the reporter, North America has the world's most advanced upper and middle reaches technology, with world-class chips and components, the continuous improvement of light efficiency and the trend of price decline, driving the rapid development of LED technology and the rapid growth of application prospects. The reporter visited the investigation and found that before this, there were indeed many companies eager to test the North American market with great potential. It has been coveted for a long time, but the climate has not been achieved. In addition, the North American market has strict entry barriers and is difficult to break through. Therefore, few companies have achieved fruitful results. Results.
According to data from the US and Canada Statistics Bureau, in 2013, the total population of the two countries reached 352 million, and the gross domestic product totaled about 18.55 trillion US dollars. Obviously, the market is huge. The International Monetary Fund (IMF) report also shows that the economic growth rate of the United States and Canada in 2014 is expected to be 2.8, 2.3. The main positive factors are the steady increase in manufacturing, the gradual decline in unemployment rate, and the healthy growth of import and export trade.
Recently, Dr. Li Wenyu from the Guangdong Institute of Emerging Industry Strategic Development also revealed to reporters that the relevant report released at the North American Lighting Market Analysis and Channel Strategy Conference held on May 24th shows that in 2014, LED lighting products penetrated in North America. The rate will jump from 19 last year to 33, and will reach 45 in 2015. The potential demand in the market has increased significantly.
Therefore, from the optimistic economic environment, favorable ban policy, relatively complete supporting technical support and huge potential demand, it is obvious that North America has become a new competition for global LED lighting enterprises. When attacking North America, it is just the right time.
So, what are the core issues facing domestic LED lighting companies in attacking the North American market? In order to help Chinese LED lighting companies to rapidly develop the North American market, the Guangdong Semiconductor Lighting Industry Joint Innovation Center (GSC) and the Guangdong Province Emerging Industry Strategic Development Research Institute will hold the North American Lighting Market Analysis and Channel Strategy Conference in Shenzhen on May 24th. Analyze all aspects based on the key issues currently facing.
According to the reporters, the North American market is different from the domestic market. North America has strict entry barriers, developed trust management mechanisms, and relatively free marketization. They have set harsh market access conditions for lighting products through high-tech regulations and high safety standards. For a long time, China's core technology has been in a relatively weak state, which has become the biggest obstacle to the export of LED lighting products in North America.
Secondly, most LED lighting companies in China still have no practical experience in how to open up the North American distribution network. How to quickly develop the North American market through distribution, engineering, e-commerce and other channels needs further guidance.
Furthermore, China's LED lighting companies have little understanding of the Sino-US trade friction situation, the current state of US energy policy subsidies, overseas intellectual property risk prevention and response strategies, and the US tax considerations for investing in the United States, lacking a complete and clear strategic plan. This has led to a variety of short-sighted investment behaviors that are quick and profitable. In addition, most companies have a lack of brand management awareness and brand management capabilities, which makes them face multiple risks or difficult to achieve sustainable development after going global.
The North American Congress helps break the ice. According to the organizers of the North American Conference, the conference will specifically address the above three core issues, invite authoritative representatives to analyze and discuss, and provide professional guidance for LED companies to open up the North American market from an expert perspective.
Among them, the representative of the US UL certification body will conduct a detailed analysis of the development status and certification standards of the US LED market to help participants fully understand the access standards of the North American market.
For channel development, representatives of PennWell, a well-known market research organization in North America, Danwei Rein, a member of the American KGM Lighting Design Office, and a professional member of the International Lighting Designers Association (IALD), Dr. Li Wenyu from the Guangdong Institute of Emerging Industry Strategic Development will be present at the North American Congress. With the theme of North American lighting market channel and entry strategy analysis, North American lighting design project case and US LED product market segment and channel development analysis, LED lighting companies will help to adjust product development strategies in a targeted manner and gain an in-depth understanding of the distribution network. Ways to quickly open up the North American market.
For the third core issue, the North American Conference invited representatives from the Guangdong Department of Commerce, representatives of the American Chamber of Commerce in South China, Sun Yinsheng, Legal Director of Beijing Deli Intellectual Property Services Co., Ltd., and KPMGAdvisory (China) Limited (KPMG Corporate Consulting (China) Co., Ltd.) Tax Department Zheng Dalong, the director, conducted a comprehensive and comprehensive analysis to help enterprises enhance and strengthen strategic planning, improve their core competitiveness, create a global brand image, and win a favorable competitive position in the international market.
Therefore, it is not difficult to see that the domestic and foreign authorities jointly hold the North American conference, comprehensively analyze the key issues, and propose countermeasures and suggestions, vaguely issuing a positive signal for the global LED lighting enterprises to enter the North American market. But obviously, the Nuggets in North America still need to polish their eyes and be prepared. 