At present, the LED lighting manufacturers that are exporting are mainly divided into two major factions: 1 domestic sales to export sales, and domestic sales to domestic sales; 2 positioning in the high-end, mainly in the European and American markets, winning by technology and quality, and positioning the middle and low-end, mainly in the Middle East and Southeast Asia markets, The price wins.
LED lighting manufacturers with different positioning and different strengths operate differently in the export market. Therefore, the author will analyze the typical cases according to the above two categories.
Domestic sales to export: Xinli Light Source is known for its technological breakthrough. Sichuan Xinli Light Source Co., Ltd. (hereinafter referred to as Xinli Light Source) is a high-tech enterprise with more than 800 patents and more than 300 invention patents. Its communication LED lighting technology has been completely subverted. The ordinary LED lighting technology has broken through the international patent barriers.
With the technology, certification and patent conquest of foreigners recently, the author interviewed Xia Jun, the head of foreign trade of Xinli Light Source, and learned about the export of Xinli Light Source. Xia Jun introduced that Xinli Light Source does not rely on other products for export. It relies on technology and quality to conquer foreigners with technology, certification and patents. Last year, Xinli Light Source shined in the European and American markets. It is unique in the phosphor field. It successfully combines rare-earth long-lasting luminescence technology with semiconductor lighting technology to solve the strobo problem that cannot be solved by international lighting giants such as Philips and Osram. Foreign exhibitions such as the Philadelphia Lighting Fair in the United States have caused strong shocks from overseas manufacturers.
Xinli Light Source began to enter the field of LED lighting in 2004, and has been mainly selling domestically in the past few years of development. Until 2012, Xinli Light Source officially regarded overseas business as the company's key strategic direction, but it also received orders from foreign countries. At present, the export of Xinli Light Source is still exploring the development stage. In 2013, the export sales only accounted for about 10% of the total sales volume, of which the North American market accounted for about 60% of the sales volume.
After eight years ago, a Sino-Japanese patent war on rare earth long afterglow luminescent materials technology, Xinli Light Source learned the lesson and made corresponding international patent layout for new technologies and materials. So far, the global patent layout of Xinli Light Source has been covered. 19 countries and regions, such as North America, Europe, South America, etc.
The North American market has a sign of recovery. Xia Jun introduced it. Since its development in 2012, the proportion of export sales has become heavier. He expects that the new light source will have a large growth this year, in addition to the pre-preparation and product line, as well as North America. The major environmental factors for market recovery. Compared with Europe, he believes that the recovery phenomenon in North America is more obvious, but even if the recovery of the big environment is not fast, it does not mean that the lighting market is not good. Even in the financial turmoil of the year, the lighting market still maintains a growing trend.
Whether the export is good or not, in the final analysis, the market environment is on the one hand, and the enterprise positioning is a key aspect. Xinli Light Source is one of the major export markets in North America, Europe and South America. These markets have high quality requirements. For those export markets that are irrational price wars, Xinli Light Source will try not to compete, and the market focus is very clear.
Using localization strategy to overcome barriers to trade barriers, Xia Jun said that enterprises should be self-disciplined, even if there are barriers to export, there are thresholds, as long as the products are great, the block can not stop.
From the moment of officially exploring the export market, starting in 2012, Xinli Light Source has tried a variety of ways: 1 Participate in foreign exhibitions and hold product launches at the same time, invite core partners, agents, designers, etc.; 2 e-commerce; 3 Establish branch offices around the world, establish joint ventures with local companies, and now have subsidiaries in Canada, Spain, and the United Kingdom.
After the establishment of the subsidiary company, Xinli Light source has taken advantage of the resources of local partners, hired local employees, and localized strategies such as localization of employees to enter the international market. Xia Jun believes that overseas markets such as the European and American markets have high technical requirements. Among them, the tariffs in the South American market are high. For export-oriented enterprises, it can also be regarded as a trade barrier. If they can enter the European and American markets as local enterprises, they can alleviate trade barriers. difficult. Located in São Paulo in South America, Xinli Light Source is still a form of agency, but there are plans to build a local subsidiary in the future.
Export to domestic sales: A Zhongshan enterprise can not accept the recent orders, the author visited a billion-dollar Zhongshan enterprise mainly for export. According to the company's CEO, the company is mainly based on OEM. Last year, the company sold more than 100 million yuan, of which 80% were exported and 20% were domestic. In three years, the company has grown to over 100 million sales and hundreds of employees. And there are three factories under it, which is not simple.
There is no surface scenery for export. Since the establishment of the factory in 2010, the company has been exporting mainly, and has obtained orders through trading companies and foreign agents. On the day of the visit, there was an Indian merchant visiting. It is understood that the company mainly focuses on customers in Southeast Asia, the Middle East, South America and other regions, and occasionally receives orders from North America and Europe, but most of the customers pay more attention to the price. LED panel light is the company's fist product. Since the company is targeting foreign customers, in the first two years, the company has been mainly engaged in LED panel lights. Until last year, it began to turn its attention to the domestic market, and began to develop LED downlights and LEDs. Ceiling lights, etc., but the status of LED panel lights is still standing. This year, the number of old customers has increased, and new customers have increased a lot. Today, the lack of production capacity has become an urgent matter for the company.
Even if they are all exporting, the main market is different and the problems are different. The company's export sales are large, but large customers basically demand low prices. Most of the company's export markets are low-end and mid-end customers, which are very sensitive to price, especially in the Middle East and India.
The shift from export sales to domestic exchange rate instability and branding made the company decide to slowly shift from export to domestic sales. Last year, the appreciation of the renminbi and the instability of the exchange rate directly led to the tragedy of export-oriented lighting companies, and the company was no exception.
Foreign customers do not necessarily have a reputation. The CEO of the company said: Although overseas orders are fast and simple, they don’t want to. In July and August of last year, the renminbi continued to fluctuate. The 10 million goods set by several foreign customers of the company suddenly said that they would not want to do so, resulting in a backlog of goods. As a result, the company lost 4 million. You know, in Zhongshan, orders in May can be dragged to August, the collection cycle is too long, and the risk is too high. In July, August and September, several manufacturers had run because of the same problem.
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