Foshan Lighting, which is in transition, is accelerating the layout of the LED market. On May 28, at the 2013 Annual General Meeting of Foshan Lighting, the company stated that the LED market developed rapidly, but the competition was very large. The company seized the share with low-price strategy and accelerated the LED products.
Intense competition in the LED market As a veteran listed company of traditional lighting, Foshan Lighting has obvious advantages in terms of brand awareness and channel penetration. Due to the late start of the transformation, the company's LED products and channel strategy have been comprehensively adjusted this year, and the determination to compete with many brands for the domestic market share is obvious. Lin Xiaohui, the company's director, said: The LED market is very competitive, and we are accelerating the speed to become bigger and stronger LED products.
In Foshan Lighting Tmall, we learned that the price of LED bulbs for the two-watt glass cover and aluminum casing for two years is 5.5 yuan, and the three bags are 7 yuan, which means that the average price is about 3.3 yuan. This price has also been confirmed by the company's securities department, indicating that the company is using a low-price strategy to seize market share.
The price-cutting action of Foshan Lighting attracted the industry's vibration. The terminal price of the company's LED bulbs broke through the ex-factory price of the same light-efficiency traditional energy-saving lamps, and its bulbs entered the market in large quantities. According to the company, the ex-factory price of Foshan Lighting is relatively low. Last year, the price of LED bulbs was 5.5 yuan. This price has made many manufacturers generally unable to live.
According to the analysis of the Higher Industrial Research Institute, in 2014, the total output value of LED bulbs will reach 17.2 billion yuan, a year-on-year increase of 46, and the total sales volume will reach 720 million, an increase of 64. The sales volume has increased rapidly and the competition has become increasingly fierce. In the first and second tier cities, there are many and concentrated lighting stores, and the LED bulbs are flooding with fierce competition.
LED products and traditional lighting both grasp the current rapid development of the LED market, Foshan lighting traditional products and LED products will appear in this situation?
For the concerns of investors, Lin Huihui said that in the past two years, LED products have developed rapidly, and the traditional lighting products market is shrinking. The company will indeed face the decline in sales revenue of traditional lighting products and LED products. Case. However, some enterprises have now withdrawn from the traditional lighting market and switched to LED products. Therefore, many orders have been transferred to Foshan Lighting, and the sales revenue of traditional lighting products has remained stable. In the future, the company insists on walking on two legs. On the one hand, it insists that traditional lighting does not give up, and uses the company's advantages to continue to produce traditional lighting products; on the other hand, it keeps up with the market development trend and enlarges and strengthens LED products.
During the shareholder meeting, company executives and investors visited the LED production workshop. At the workshop, the workers are busy with their hands. According to an employee, he was too busy to remember, and he couldn’t remember how many LED lights were soldered a day. Foshan Lighting has changed some traditional lighting workshops into LED production workshops to meet the company's order requirements. Liu Xingming, the vice chairman of the company, told the reporter that the company is in a state of full production, with domestic sales accounting for 70% and export sales accounting for 30%. In addition to its own brand, it also has foundry.
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