Led by disruptive innovation ideas, many industry “big players” are forcing the LED industry to transform in a cross-border manner, opening up an innovative path to guide channel changes, promote brand promotion, and innovate business models. In the future, the competition in the LED industry will no longer be a single industry competition, but a model and pattern of joint cooperation, risk taking, and cross-border win-win.
LED cross-border business war
From traditional companies such as TV giant TCL Group to accelerate their share of the LED market, to foreign companies such as GE making cross-border deployments in the LED smart field, in just a few years we have witnessed the rise of cross-border LED brands.
Today, consumer habits, internal corporate structures, and business sales models have all been or are being rewritten. The impact came so quickly and violently that some people simply concluded that the most thorough competition is cross-border competition!
Crossover itself is a disruptive innovation. For example, wearable LED has become the highlight of advanced custom-made clothing, and LED simulates sunlight to preview the "Chang'e-3". These innovative applications not only demonstrate the green, environmentally friendly, and high-tech characteristics of LED, but also verify the scope of the LED application field under innovative thinking.
With the march of various armies, the LED industry has risen rapidly, and the situation of traditional light sources "dominating the world" has been quietly subverted. Beyond the Red Sea of existing industry competition, LED lighting has extraordinary achievements and will lead the direction of smart life in the future.
In future development, enterprises must subvert traditional thinking, boldly expand ideas, models, resources and methods, and surpass the past in order to achieve breakthroughs and achieve win-win results!
Relationships across borders help the LED industry succeed
In recent years, due to the strong support of national policies for the LED industry, companies from all walks of life have poured into the LED industry with funds. There are those who seek survival space across borders, and there are those who are betting high-risk and high-yield across borders on LED. Looking at the successful cases, they all have strong brand awareness, and most of them are brand extensions when crossing borders.
TCL Group continues to be the number one brand in China's color TV industry, with total global operating revenue of 85.32 billion yuan in 2013. Its main businesses of TVs and mobile phones require a large number of LED backlight products, and it has already established a professional LED-related R&D team. In 2009, the LED dynamic backlight control technology independently developed by TCL Group filled the domestic gap; in 2011, TCL jointly established an LED packaging factory with Taiwan's Hongqi; in 2013, it established a joint venture LED company with Yuxing Enterprise and Ruifeng Optoelectronics, a wholly-owned subsidiary of Taiwan Canyuan Optoelectronics, which mainly engages in LED chips, LED packaging, backlight modules, lighting modules and other businesses.
TCL Lighting was established in 2000 and is an important industry under the group. It specializes in the research and development, production, sales and application solution design of lighting products, and is committed to providing customers with a full range of integrated product and service solutions. Over the past fourteen years, TCL Lighting has relied on science and technology, focused on energy conservation, attached great importance to product innovation and technological innovation, and kept pace with the world's lighting development trends. In the field of science and technology, TCL Lighting has three cores: product research and development center, LED light distribution research center and national laboratory.
As the first high-tech enterprise in China to obtain energy-saving certification, TCL Lighting was rated as the "National Green Lighting Education Demonstration Base" by the National Development and Reform Commission and the China Energy Conservation Association, and became the "Main Formulation Unit of China's LED Energy Efficiency Standards."
Based on its expertise and accumulation in the lighting field, TCL has undoubtedly followed the trend by entering into LED earlier than other cross-border companies and traditional lighting companies.
LED popularization is a blue ocean for innovative enterprises
Today, global LED lighting technology continues to develop and mature, and we are constantly seeking breakthroughs in products and technologies, as well as new channels and profit growth points, in order to seize the "blue ocean" of market development.
As Mr. Li of TCL Lighting said: As costs continue to fall, technical conditions have matured, and consumer acceptability has greatly increased, TCL believes that the era of popularization of LED lighting has arrived!
Opportunities only belong to those who are prepared! In the past two years, TCL Lighting has strived to achieve a "big transformation" from traditional lighting to LED lighting, and is currently on the road to a "big breakthrough" with all its strength and speed!
As early as April 2012, TCL Lighting grandly held a global press conference for the launch of new LED lighting products with the theme of "Fusion World, Dare to Move the Year of the Dragon". It not only unveiled TCL's new LED lighting products, but also kicked off a new start for TCL Lighting. At the conference, more than 500 models of TCL LED lighting products were launched, and the company launched the first innovative corporate financing support service and the first digital store in the country.
In the spring of 2013, TCL Lighting once again held the "Return of the King to Win the World" LED new product global conference, releasing more than 300 new LED lighting products; it also conducted in-depth analysis and precise positioning on the current status and development trends of the LED lighting industry, as well as the opportunities and future of TCL Lighting, which aroused heated discussions in the industry.
In 2014, the lighting industry entered the era of LED popularization from tradition. As Mr. Li of TCL Lighting said, traditional lighting focused on competition in a certain part of the enterprise, and LED lighting focused on competition in the entire ecological chain. TCL proposes the innovative integrated marketing concept of "FAST (Fast, Accurate, Ruthless, and Complete)" and is committed to seeking a "big breakthrough" in marketing and product strength!
Tiger Crossover FAST's Marketing Breakthrough
In the LED era, to seize opportunities, open up growth areas, and achieve major breakthroughs in the field of LED lighting, we rely on the "FAST" ecological chain marketing method!
What is FAST? It’s not just about being fast! Haste makes waste, Fast, Accurate, Savage, and Together, only by fully grasping it can you achieve the way to be a king! ——
Fast requires fast solution application, fast product launch, and fast channel response!
Accurate, including accurate user needs, accurate channel layout, and accurate product positioning!
Savage must be ruthless with ruthless pricing strategies, ruthless promotion efforts, and ruthless resource grabbing!
Together, emphasizing that manufacturers keep pace with each other, have the same marketing rhythm, and respond to changes together!
Professionalism brings speed, focus highlights precision, extremeness brings ruthlessness, and shock comes from neatness!
ANNA