LED display enterprise homogenization competition under the road of breaking

[Source: "High-tech LED - Technology and Applications" May issue Zhuo Zhihua]

Focus on the homogenization competition of the current LED display market
Recently, the author's two articles on LED display marketing strategy and strategy, "China's LED display enterprise strategic thinking" and "China's LED display industry channel battle is at the time" were published in the high-tech LED magazine, received many before and after Consultation and exchange of emails from LED companies. Huang Xin of Shenzhen Xinhui Color Photoelectricity and a LED display company in Jiangsu Province all mentioned in the mail the marketing dilemma under the current homogenization of LED display: "The current LED display industry is difficult to do, the industry is homogenized. Increasingly, overcapacity, the conflict between product quality and cost is difficult to solve fundamentally. I hope the author can support it.

The author once again focuses on the LED display industry. I also hope that through this article, I will give some inspiration and help to the LED display companies in the process of homogenization competition, and welcome exchanges and discussions.

Behind homogenization is enterprise product technology
Weak homogenization competition with marketing innovation ability is a common stage or state of competition in the process of industrialization in all countries of the world, especially for a post-development industrialized country like China (manufacturing power is still in the process of industrialization), advanced Technology is controlled by the first movers (patent technical barriers). Follow, imitate, and cottage have always been the most influential keywords in the corporate world since China's reform and opening up. The homogenization competition is also prominent. Throughout China's more than 30 years of marketing history, homogenization competition has always been a topic that cannot be avoided in the development of many industries or industries.

In the process of enterprise marketing development, homogenization competition has spawned the birth and development of “branding”. The conventional strategy of cracking homogenization competition is to build brand personality, establish brand image, realize product segmentation, and price war. Transition to a value war.

For China's LED display companies, behind the homogenization is the weak product technology and marketing innovation capabilities. From a technical point of view, many invention patents of the LED industry are in the hands of foreigners. In the international market competition, many export-oriented LED companies are also caught in technical barriers. As a major manufacturer of LED display, China occupies only the lowest part of the entire value chain. In the domestic market, there are many competitors in the industry, and product differentiation has become more and more nowhere to go. The road to technological innovation It is also a bit far away, which is an objective reality; but from the perspective of business management and marketing innovation, the current homogenization competition in the LED industry is not a dead end.

For more information, please refer to the May issue of "High- tech LED- Technology and Applications" magazine.

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