In January of this year, after the US government announced a comprehensive ban, the North American market has gradually become a new industry growth hotspot. The process of LED lighting is becoming more popular and is moving forward at an unprecedented speed. In Jiangmen Santai Lighting Products Co., Ltd., general manager, Xie Zhaohui, North America will rank among the top in the global LED 23.1 market share, becoming a place for LED lighting companies to compete. Xie Zhaohui pointed out that the North American market will show a high-speed growth trend, with an expected compound annual growth rate of 20; the LED lighting market is expected to reach US$27.3 billion in 2020. From 2013 to 2015, the growth is more obvious is outdoor LED lighting, LED commercial lighting, industrial LED lighting. Special lighting will also see large-scale growth in the next five years. The existing incandescent lamp market has a total of about 3.7 billion, which is widely used in home lighting, commercial lighting and outdoor lighting. It is expected that most of the replacement will be completed within three years. San Tai Lighting Xie Zhaohui said. The author understands that at present, many LED companies in China and Guangdong have adjusted their export focus and made efforts to enter North America. Benefiting from the continuous fermentation of domestic and foreign whitening programs and the introduction of low-carbon economy and green city planning, the replacement of lighting products has come ahead of schedule, and energy-saving and environmentally friendly products have become the first choice for green buildings. The LED lighting market has also ushered in this year. Growth. In the first quarter of this year, many LED companies were full of orders and increased capacity utilization. Based on the optimistic expectation of market outbreaks, many companies put new capacity plans on the agenda, and capacity expansion became the immediate target of upstream and midstream companies. The continuous explosive growth of the downstream lighting market has driven the release of production capacity in the middle and upper reaches, and the industry's overall prosperity index has risen. Xie Zhaohui said. Entering the North American market faces many difficulties, but opportunities and challenges coexist in the North American lighting market. It is understood that the North American market is the market with the highest technical threshold, the most mature market and relatively high technical barriers in the international market. It is a challenge for many Chinese companies with insufficient experience in going out. In the view of Santai Lighting Xie Zhaohui, there are two problems that domestic LED lighting companies need to solve and pay attention to in the future North American market competition: one is the technical barriers to trade; the other is intellectual property constraints. The former is the test and standard constraint that Chinese enterprises must overcome when entering the United States; the latter is the hard injury of most Chinese companies entering the North American market. Due to the late start of China's LED industry, foreign giants basically completed the upstream patent layout in the early stage of the industry, which poses a big challenge for Chinese companies to enter North America. Capital operation can help enterprises go out. Chinese LED companies must seize the North American market. First, they must cultivate their internal strengths and work hard on technology research and development and product innovation. Secondly, they must have a corporate patent strategy and do a good job in North America in steps and stages. The patent layout of market competition; in addition, we must also pay attention to the construction of market channels, and select different channel construction modes according to the company's own conditions. San Tai Lighting Xie Zhaohui said. San Tai Lighting Xie Zhaohui believes that Chinese LED companies need in-depth analysis and forecast of the North American LED lighting market environment, and adapt to the special conditions of the North American market. Specifically, we must carefully study North American policies and regulations, be familiar with the legal norms and market access standards of the North American market; choose the appropriate model for establishing North American market channels according to the conditions of enterprise development; and focus on product development and creative design for North American culture. , to meet the customer's consumption habits and cultural characteristics. Xie Zhaohui believes that e-commerce is a combination point that Chinese companies can consider when they enter the North American market. There are many TV manufacturers in the United States that do not sell in physical stores. They only sell on the electronic websites of major US retailers such as Best Buy and Wal-Mart. Chinese LED products can also be considered for e-commerce through the US market. In the view of Xie Zong, domestic capital integration provides favorable conditions for domestic LED companies to complete capital export and integrate international markets. For enterprises to go global, capital operation is conducive to the deep integration and reshaping of the industrial chain, creating more competitive advantages for enterprises to go global, such as technology, patents, markets, brands, talents, etc.; capital operation for domestic enterprises to go out Integrating the international market provides a shortcut and tools, although this shortcut and tool is difficult for most companies, but it will be a very effective means for Chinese companies to penetrate the North American market quickly. The competitive advantages of Guangdong LED enterprises in the North American market are reflected in the fact that the price is competitive in the first place; the second is that the product process has been tempered over a long period of time. At present, many products are cost-effective and easy to be recognized by the mass consumers. Xie Zhaohui said.
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