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LED lighting companies have fought in the North American market
At present, some of the previous focus is on exporting to Japan, and European companies have begun to switch to the North American market. The deadline for the ban on incandescent lamps in the United States is coming, and the demand for lighting products has increased significantly. At this time, North America has become a new competition for LED lighting companies in the world. It is just time for Chinese LED lighting companies to attack North America. Relevant data show that in the first half of this year, LED lighting companies in Guangdong Province exported to the North American market accounted for up to 30 LED lighting, with a market size of 17.5 billion yuan. Guangdong's exports to the US market are dominated by lighting fixtures and Christmas decoration lamps, and the remaining categories are relatively few. Lighting lighting accounted for nearly 60%, Christmas lighting products accounted for 37. Dehao Runda, Weiwei shares and many other domestic LED lighting companies have paved the way for the channel, have been eyeing the market, like a bamboo shoot. When it comes to channels, most people think of physical stores, but on the contrary, more than 60 of China's products exported to the North American market rely on e-commerce. Some of these e-commerce companies are companies seeking distributors through integrated platforms to obtain customer resources. There are also some Chinese suppliers that do retail or wholesale to the US market through self-built websites. It is reported that there are several LED lighting companies in Shenzhen. Through the e-commerce channel, the development speed is very fast. In the peak season, sometimes 10,000 boxes of goods are issued one month. According to industry insiders, there are more companies that make a fortune through cross-border e-commerce. However, e-commerce is not simply to do in the form of product trade, it should have a professional team, operations, promotion, art, customer service, warehouse and other functions must be available. For the physical channels that everyone is currently paying attention to, most of them are beyond reach. In the North American market, there are only a few domestic companies with their own brands, most of which are Chinese sales channels exported to the United States, usually through secondary dealers or first-tier dealers, and then transferred to the retail market or engineering projects. . The US retail market is large, but these retail channels are very strict with foreign goods. Some companies may not be able to successfully enter these stores even if they have obtained hard tickets. For physical channels, Dan Weinreber, a partner at KGM Lighting Design in the United States, believes that China's LED products can be exported to the US market and can try to pave the way through lighting design engineering channels. There are two main ways to lay this kind of channel. One is to get help from being registered as a member through some relatively mature associations such as IES, and to contact some projects in North America. The second is through real estate developers. Projects developed by developers in North America have entered into a team of lighting designers in North America to collaborate and gain priority in the entry of LED products into North American engineering channels. Big North American Market The North American market is the market with the highest technical threshold, the most mature market and relatively few technical barriers in the international market. It is more challenging for many Chinese companies with insufficient experience. There are not many Chinese LED companies that have been lost. Industry insiders said that to expand the North American market, we must learn to use the advantages of others to develop ourselves, cooperate with overseas companies, and complement each other. Patents are a difficult problem for Chinese companies to enter the North American market, but some domestic companies have made the North American market a big deal by using patents. At present, there are many American companies that have research and development without manufacturing, so domestic LED companies can use this to establish contacts with overseas companies and seize such a point of convergence to bring products into the US market. The industry believes that the most effective way to enter the North American market is to find a suitable partner, establish a relationship, and clearly understand the entire operation process. Taking an LED lighting company in Guangdong as an example, the company successfully developed the US market in 2010. At present, the main products are bulbs, downlights, spotlights, decorative light strips, garden lights, street lights and so on. The product has passed many international certifications. In 2013, the export volume reached more than 100 million yuan. The company said that when it exported to the US market in 2010, it was mainly divided into three-step strategy: market research, market planning and market launch. In the early stage, I mainly understood the target market conditions, regional conditions, and mainstream products, brands and channels; then proceeded to position ourselves and do a good job in product and market strategic planning. The above-mentioned person in charge suggested that the demand for lighting in the United States is very strong. For Chinese companies, products that cater to the perceptions of American consumers should be launched and quickly attack the market. Finally, he added that the more mature the market, the more important the service.