Lighting products have shifted from the traditional to the emerging LEDs, which have been ups and downs and have been suspected. With the maturity of the technology and the stability of the market, LED products have long been the trend of the times, gradually occupying all areas of lighting. However, the unevenness of LED products has been criticized by users. It is understood that in the retail channel, many dealers who are on the front line of sales are forced to make more and more price wars. They have given up their persistence in branding and turned to low-priced and popular. Faced with such a dilemma, LED manufacturers have been reforming and innovating in the marketing model, and have repeatedly made breakthroughs in product technology. By visiting a number of active LED manufacturers, the reporter has sorted out the most comprehensive LED lighting product innovation strategy for the industry. Raiders 1: Product planning is clear, capable and determined to achieve in the lighting industry, domestic enterprises without real nuclear is a well-known situation, almost all upstream technology patents are in the hands of foreign companies. However, while domestic products and technologies are gradually becoming more mature and stable, many enterprises are faced with such a problem: enterprises are confused about product planning, or they cannot be eliminated from the end in the face of clear product planning, and it is not uncommon for them to quit halfway or halfway. . For many companies, product planning is not an easy task. It is necessary to have a professional team. After detailed analysis and evaluation of the market and the company's own strength, rationally plan the products of the company accordingly. On the other hand, the company itself must have the determination to withstand certain losses and pressures and unswervingly implement the plan. Many companies said that enterprises can't get good development. A large part of the reason is not from the external competitive pressure, but because the internal high-level opinions are difficult to unify, and the product planning is often difficult to achieve. Raiders 2: Clear market positioning and understanding of demand differentiation In recent years, brand-conscious lighting companies are no longer limited to dealers in the channel construction, and more focus on designers, engineering and other groups. . For enterprises, this is a group of people who are closer to the market, through which companies can better understand the needs of the market. The change of marketing model is a major factor leading to the change of enterprise products. The market demand determines the big era of production has arrived. However, at present, the lighting industry is facing a fierce battle in the market and the situation of multiple, miscellaneous and chaotic LED products. Manufacturers need to be cautious in product and market positioning. One step wrong, step by step is a concern of many companies. Enterprises should clearly understand their own advantages, is it manufacturing or sales? Is positioning high-end or cost-effective, or both go hand in hand? In which market segment should the product make its own characteristics? After a comprehensive analysis, the company's products have a clear positioning and a continuous understanding of the market's needs, in order to achieve breakthroughs in one fell swoop to achieve the development of comprehensive or differentiated products. Raiders 3: Technology power savings, accumulation of thin and continuous innovation is undoubted, the breakthrough of all products comes from technological innovation, the core of the company's internal research and development and the stability of the technical team is the basis for sustainable product development. On the one hand, the guarantee of product quality provides a strong support for the development of the enterprise. Only a stable team can provide stable technical support to provide a strong guarantee for the quality of the product. On the other hand, the stability of technology requires the precipitation of time, and the frequent flow of personnel is the heart of many lighting companies. It is undeniable that no matter in which industry, in the face of the changes of the times, continuous innovation is the support point for the survival of enterprises. In the lighting industry, products are the survival of enterprises. For the long-term development of manufacturers, products must be Innovation breakthroughs are in the first place. So, in this regard, what are the opinions of lighting companies? Camp One: Full and fine, high, medium and low grades clearly distinguish the entire product line is the direction of many large enterprises. On the one hand, with a strong comprehensive strength, the company will choose to comprehensively develop products in various fields, and continuously subdivide products in each field to make the products more in line with market demand. On the other hand, a sound industrial chain has made enterprises have greater advantages in cost control and quality supervision. In the comprehensive products of the products, most of the products are of a clear grade. The products of the high, medium and low grades are all complete. They can kill the Quartet in the circulation market with their cost-effective products, and can also enter into the high-end products. professional field. Camp 2: Specialized and precise, pursuing individualization and differentiation, pursuing individualization and differentiation of products, is the way out for most SMEs with brand awareness. They believe that the lighting industry is still in the era of wine and fragrance. . Although the comprehensive strength of these enterprises is not as large as that of large enterprises, but because of its flexible transformation, there is a big advantage in seeking differentiated and personalized market segments in products. In addition, the strength of SMEs is not enough to support the overall development of products, but it can find its own advantages in a narrow range of product lines, so that the advantages can be maximized. For example, some companies only produce panel lights, and the panel lights they produce are the ultimate. If some companies only concentrate on the production of bulbs, their energy is used to develop bulbs of various types and sizes, while at the same time improving their quality to the best, and tapping their individual competitiveness. Camp 3: Targeting the target, and attacking between the products of the product and the specific enterprise, there are some enterprises, in the process of development, they constantly adjust the plan and improve the products of the enterprise more specifically. And breakthroughs. At present, commercial lighting products are the most popular areas for manufacturers. When it is in full swing in the price war circulation field, designers and engineering projects have become fragrant; intelligent products are predicted to be the inevitable trend of the future. Many companies are eyeing these two areas, locking them in, and constantly improving the original product planning, while constantly moving toward the goal, in the hope of taking the lead in the trend. Therefore, the reserve of technical power has received great attention in many brand companies. Many companies choose to cooperate with universities and technology bases to cultivate technical talents. Even some companies believe that they must not rush before the technical team has been perfected. Only by accumulating a lot of money can they be able to make a blockbuster product and continue to innovate. Different companies have different directions and plans for product changes. Each company needs to constantly adjust its products to adapt to the development of the industry according to its own characteristics. At the same time of adjustment, innovation and breakthrough are crucial. In recent years, OLED lighting fixtures, health concept lights, multi-function lighting fixtures, intelligent systems, COB high-power light sources, flip-chip technology, etc. have become hot words in the lighting industry. Product innovation often breaks through several aspects such as appearance, function and concept. The introduction of LED products has undoubtedly brought more development space for lighting. At present, many companies have seen the variability and unlimited imagination of their appearance in product innovation. The introduction of OLED products is the best illustration. Close to nature, seeing the light is the highest level of lighting, which is also a major focus of lighting companies can break through. Technological innovation, marching to COB high power At this year's Guangya Exhibition, COB integration technology was shown by many companies as a highlight. COB integration technology is highly sought after in both light source and package applications. As a COB integrated light source technology with many advantages, its emergence not only solves the problem of high luminous efficiency and low cost integrated light source industry technology, but also breaks the bottleneck restricting the development of white LED indoor general illumination at home and abroad. At present, in the innovation of LED products, enterprises are more inclined to the development and production of COB high-power power supply, which is one of the ways to achieve high cost performance. Concept innovation, demand determines the multi-functional trend. It can be said that the market segment is like a desert oasis, and has always been the place for competition of various enterprises. However, to be based on market segments, products must have characteristics that meet the needs of the market. In this respect, differentiation and personalization are the basis for product innovation in various enterprises. However, in recent years, product multi-functionality has been put on the agenda more and more, with the concept of air purifiers and eye-protection lights with a healthy concept, more convenient wireless desk lamps for charging mobile phones, and accessible for implants. Innovative lighting such as intelligent control lamps is increasingly sought after. It can be seen that the innovation of products is inseparable from the innovation of thinking, and the change of thinking brings more amazing products.