In the past, established companies such as Panasonic and Toshiba have shown absolute influence in the field of traditional lighting. After many new companies enter the LED field, the exploration of new design and new business models is increasingly active. The background is that LED lighting has the characteristics of high design and flexibility.
However, the booming period of the new lighting market in Japan has come to an end. With the popularity of LEDs, newcomers are beginning to feel the obstacles of this business. Competition with other companies' prices and how products should be differentiated. Under the circumstance of continuous popularization of products and lower prices, newcomers must consider the measures of countering the brand appeal and combat effectiveness of large manufacturers more seriously than ever before. This is because, if the business characteristics of the new company are the same as those of the big company, in most cases, the customer will choose a product with a slightly higher price but a famous brand.
Newcomers are increasingly active in using new business models to overcome this obstacle. What measures the newcomers are taking in the context of this industry trend are becoming more and more compelling.
Seeking Datong, new companies join hands
One of the typical measures is the new LED lighting business targeted by the “Re:ray†brand.
The “Re:ray†brand was launched in July 2012 by the famous Japanese company Noritsu Steel, which is engaged in photo development and printing equipment. NK Works, an industrial equipment company owned by the company group, has formed an environmental business group and will sell "Re:ray" brand products under the system of several company alliances.
One of the main commodities is LED lighting. We are a team of five companies that specialize in different products and business areas. They are Light Beam (Osaka City), which is good for high ceiling lamps installed in places such as entertainment facilities halls, and LED lighting for office and commercial facilities. Shimane Electronics Imamoto Manufacturing Co., Ltd. (Putian City, Shimane Prefecture), DigiLight, which is the main product of text signage and digital signage (Gao Xiu's company, Hainan City, Wakayama Prefecture), and Meritech (Osaka City), which is engaged in LED lighting business. The company and NK Works (Wakayama City, Wakayama).
Challenge large companies with flexible systems
The main sales are NK Works and Meritech. It is intended to use the sales channels of the two companies to offer customers a lighting system solution that uses five company products. A company can only propose solutions in a limited area, but after a number of companies cooperate, they can sell "LED lighting solutions."
The idea of ​​these companies is that, although each company is a small and medium-sized enterprise, a number of flexible and flexible enterprises can combine to take advantage of the advantages that large enterprises do not have. Such as product development and the speed of meeting customer needs. When customizing products according to the requirements of the customer's company, the details of the requirements that large enterprises are difficult to cope with can also be met.
According to reports, under the unified brand, after the cooperation, the customer responded well. This approach also hides the possibility that if the alliance companies join hands to meet customer requirements and form the best solution, a new business system for LED lighting can be built.
Weakening the "Chinese color" to gain access to the Japanese market
Among the new companies, some Chinese companies have proposed new guidelines when conducting Japanese business. At the "LED Next Stage" held in March 2012, Chinese companies intending to fully enter the Japanese market have exhibited on a large scale.
But in the Japanese market, Chinese companies failed to improve their performance. The reason is that in addition to many problems between China and Japan in the second half of 2012, including the rapid depreciation of the yen after entering 2013, the price gap between Chinese companies and Japanese manufacturers has narrowed, and the situation of “China LED lighting = low price†is difficult. continue.
In this situation, Chinese companies have begun to adopt a brand strategy, which is to make products as far as possible without Chinese color, so as to better promote products to Japanese customers.
For example, the new strategy of ETI-LED Solutions Japan (ETi Japan Branch) is to fully enter the Japanese market and create a corporate image with the German brand “AEG†that has signed the brand licensing agreement. The parent company of the company is Guangdong Dehao Runda Electric Co., Ltd., which is a large-scale enterprise producing LED chips and final lighting products.
Until 2012, the company's exhibition area has been focused on raising the awareness of the “ETi†brand, and this time it focused on the “AEG†brand. At present, the company is mainly engaged in OEM business in Japan, but its goal is to improve the sales performance of its own brands by actively promoting the AEG brand.
One of the measures taken by companies newly involved in the LED lighting industry to compete with the sales networks and technologies of large enterprises is to rapidly transform their business models and commit to brand building. As long as this vitality is maintained in the future, the popularity of LED lighting and the proposal for new lighting methods will emerge in an endless stream.
However, the booming period of the new lighting market in Japan has come to an end. With the popularity of LEDs, newcomers are beginning to feel the obstacles of this business. Competition with other companies' prices and how products should be differentiated. Under the circumstance of continuous popularization of products and lower prices, newcomers must consider the measures of countering the brand appeal and combat effectiveness of large manufacturers more seriously than ever before. This is because, if the business characteristics of the new company are the same as those of the big company, in most cases, the customer will choose a product with a slightly higher price but a famous brand.
Newcomers are increasingly active in using new business models to overcome this obstacle. What measures the newcomers are taking in the context of this industry trend are becoming more and more compelling.
Seeking Datong, new companies join hands
One of the typical measures is the new LED lighting business targeted by the “Re:ray†brand.
The “Re:ray†brand was launched in July 2012 by the famous Japanese company Noritsu Steel, which is engaged in photo development and printing equipment. NK Works, an industrial equipment company owned by the company group, has formed an environmental business group and will sell "Re:ray" brand products under the system of several company alliances.
One of the main commodities is LED lighting. We are a team of five companies that specialize in different products and business areas. They are Light Beam (Osaka City), which is good for high ceiling lamps installed in places such as entertainment facilities halls, and LED lighting for office and commercial facilities. Shimane Electronics Imamoto Manufacturing Co., Ltd. (Putian City, Shimane Prefecture), DigiLight, which is the main product of text signage and digital signage (Gao Xiu's company, Hainan City, Wakayama Prefecture), and Meritech (Osaka City), which is engaged in LED lighting business. The company and NK Works (Wakayama City, Wakayama).
Challenge large companies with flexible systems
The main sales are NK Works and Meritech. It is intended to use the sales channels of the two companies to offer customers a lighting system solution that uses five company products. A company can only propose solutions in a limited area, but after a number of companies cooperate, they can sell "LED lighting solutions."
The idea of ​​these companies is that, although each company is a small and medium-sized enterprise, a number of flexible and flexible enterprises can combine to take advantage of the advantages that large enterprises do not have. Such as product development and the speed of meeting customer needs. When customizing products according to the requirements of the customer's company, the details of the requirements that large enterprises are difficult to cope with can also be met.
According to reports, under the unified brand, after the cooperation, the customer responded well. This approach also hides the possibility that if the alliance companies join hands to meet customer requirements and form the best solution, a new business system for LED lighting can be built.
Weakening the "Chinese color" to gain access to the Japanese market
Among the new companies, some Chinese companies have proposed new guidelines when conducting Japanese business. At the "LED Next Stage" held in March 2012, Chinese companies intending to fully enter the Japanese market have exhibited on a large scale.
But in the Japanese market, Chinese companies failed to improve their performance. The reason is that in addition to many problems between China and Japan in the second half of 2012, including the rapid depreciation of the yen after entering 2013, the price gap between Chinese companies and Japanese manufacturers has narrowed, and the situation of “China LED lighting = low price†is difficult. continue.
In this situation, Chinese companies have begun to adopt a brand strategy, which is to make products as far as possible without Chinese color, so as to better promote products to Japanese customers.
For example, the new strategy of ETI-LED Solutions Japan (ETi Japan Branch) is to fully enter the Japanese market and create a corporate image with the German brand “AEG†that has signed the brand licensing agreement. The parent company of the company is Guangdong Dehao Runda Electric Co., Ltd., which is a large-scale enterprise producing LED chips and final lighting products.
Until 2012, the company's exhibition area has been focused on raising the awareness of the “ETi†brand, and this time it focused on the “AEG†brand. At present, the company is mainly engaged in OEM business in Japan, but its goal is to improve the sales performance of its own brands by actively promoting the AEG brand.
One of the measures taken by companies newly involved in the LED lighting industry to compete with the sales networks and technologies of large enterprises is to rapidly transform their business models and commit to brand building. As long as this vitality is maintained in the future, the popularity of LED lighting and the proposal for new lighting methods will emerge in an endless stream.
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