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Analysis of the competition strategy of LED new era
According to relevant research data, by 2015, the penetration rate of LED lighting will reach 60, reaching 80 in 2018. The advancement of technology determines the rapid growth of LED industry. The replacement of energy-saving lamps by LED lamps is the trend of industrial development, and the support of policy. As well as continuous adjustment of product prices, LED lamps have already had an economic effect as a home application, and the penetration rate of the industry will increase rapidly in the future. Under the stimulation of various favorable conditions, the LED industry has developed rapidly in recent years, and all the capitals have entered the market in a frenzy, and internal and external enterprises have been invading. On the one hand, LED lighting has a bright future and a broad market space; on the other hand, the lighting industry is fiercely competitive, and business risks and pressures have increased dramatically. In this context, the competitive strategy of enterprises is particularly important. LED lighting has entered a critical period of development for nearly two years. The global lighting market has begun to show a whiteout effect. At the same time, due to the improvement of upstream chip technology and rapid price decline, the gap between LED lighting and traditional lighting products has gradually narrowed, and the price of downstream LED lighting products has declined. It has become an indisputable implementation. At present, the price of LED lighting products is decreasing at a rate of 15-20 per year, and gradually approaching the price of traditional energy-saving lamps. Overall, the domestic LED industry has made great progress in technology, scale, and products after several years of development, but it also faces many problems. LED overcapacity, numerous companies, and uneven product performance. The price war has intensified. Driven by indoor lighting, the LED industry has already stepped out of the stage of complete darkness, and it will soon be bright. Now is the darkness before dawn, and the most cruel time. The next two years will be the most competitive period in the industry. Big fish eat small fish, fast fish eat slow fish, it will be the normal state of the industry, many enterprises will be eliminated, See who can stick to it. Under the blowout situation of the lighting industry, the LED lighting industry is more and more fierce, and the competition among enterprises is becoming more and more fierce, which brings great challenges to the survival and development of enterprises. Of course, challenges and opportunities will always coexist. At present, the LED industry structure has not yet formed, and the giant enterprises have not yet been produced. LED companies only need to find their own unique core competitive advantages, and realize rapid and sustainable development from the point of view. They will have the opportunity to be among the forefront of the industry and to eat the big cake in the lighting market. The overall competitive advantage determines the pattern of the enterprise At present, the competition pattern of the LED lighting industry has changed, the operating costs of the channel have increased substantially, and the number of patented products has a small income, which is plaguing many practitioners. The market environment of the lighting industry has changed, and competition has developed into overall competition. If enterprises only exert their strength from a certain port such as marketing, products and services, they will not be able to meet the development needs. Lighting companies must clearly understand their core values ​​and existing resources. According to the actual situation, they can fully develop their efforts from market promotion, product development, marketing, and back-office supply, and supplemented by effective channel models. Continuous development. In addition, companies must clearly understand that a large and comprehensive channel model often does not guarantee the development of enterprises, but will accelerate the bankruptcy of enterprises. At present, many LED companies have blindly invested a large amount of funds in advertising bombing and sea-sweeping tactics when products and back-end supply chains are not fully prepared. This kind of inversion will be the same as the domino effect, which is not only bad for enterprises. The development may even lead to the disappearance of enterprises in the tide of industry integration. In the fierce competition of the industry, how can LED companies win this elimination war? Make a move and move. LED lighting companies must develop strategic deployments based on their own resources and development goals. The characteristics of scale warfare, sniper warfare, flanking warfare and guerrilla warfare must be fully recognized, and the tactics suitable for their own enterprises should be selected and equipped with corresponding resources. For example, the scale war is suitable for giant companies such as Philips, and the blocking war is suitable for first- and second-tier enterprises. In the future, with the further intensification of competition and the further refinement of the division of labor, many enterprises in the LED lighting industry will become suppliers and suppliers of brand enterprises. This is an inevitable big proposition for the development of the industry. Mergers and acquisitions in the capital era are inevitable trends Many signs have shown that the LED lighting era must undergo a huge transformation before it completely replaces the traditional lighting era. The arrival of a new era of LED lighting, to a certain extent, means that the industry has entered the capital era. Capital mergers and acquisitions are a tool used by listed companies in achieving their strategic goals. M&A is an inevitable outcome of industry development. In order to meet the needs of strategic development and strengthen their core values, enterprises with strong strength will acquire other enterprises with certain advantageous resources in order to achieve the goal of expanding the market and achieving strategic development. Of course, more mergers and acquisitions are for the cost of time. For listed companies, mergers and acquisitions are to meet the strategic needs of enterprise development, such as buying profit-making enterprises, or achieving rapid development through mergers and acquisitions of companies with good sales channels, and mergers and acquisitions of product-type companies to supplement corporate shortcomings. In order to meet the development strategy or tactical needs, the capital side seeks the corresponding enterprises to conduct mergers and acquisitions, rather than mergers and acquisitions for mergers and acquisitions. Capital mergers and acquisitions do not happen overnight, but need to have certain maturity conditions. LED lighting companies must meet the following mature conditions for capital mergers and acquisitions: First, whether the acquired company has a standardized management model; second, whether the acquired company has the core value of meeting the strategic needs of the acquirer; The current scale of the acquired company and its future vision; Fourth, whether the M&A company's own positioning is in line with the tactical needs of the acquirer. This is a factor that listed companies are more concerned with when making acquisitions. How does the merger achieve the goal of 1 12? The fierce competition in the LED lighting industry will inevitably enable companies with financial strength to save time and cost through mergers and acquisitions, so as to quickly upgrade their comprehensive strength and thus grab a bigger lighting cake. With the further increase in the market penetration of the LED lighting industry, there will be more capital mergers and acquisitions. M&A is only the first step. How to optimize resource integration after M&A to achieve the benefits of 1 12 is the most difficult. How to solve this difficulty requires the acquisition and the acquired enterprises to reach a consensus through full communication, form a unified goal, and work together for it. With the further development of the industry, the future does not exclude mergers and acquisitions in order to enhance the strength of their products by purchasing products, enhance their corporate image through the purchase of brands, and achieve financial data through the purchase of profit-making enterprises. Regardless of the needs of the company's mergers and acquisitions, the key is how to optimize the allocation or integration of resources through mergers and acquisitions, maximize the value of mergers and acquisitions, and achieve the strategic goals of long-term development. For the acquisition of listed companies, it is not only the time cost, but also the multi-dimensional consideration of the acquired company. Capital M&A is a double-edged sword. In the current LED lighting market, good M&A objects are not lacking. The key is that listed companies need to have an in-depth understanding of the industry, enterprises and personnel before choosing the right enterprises. Do the homework and find the M&A objects that meet your strategic development.