LED energy-saving lamp industry "surface scenery, inner sadness", the reason is very simple: can not sell. The price of a lamp is several times higher than that of a normal fluorescent lamp, which discourages consumers. In the case that production costs cannot be lowered, the LED industry has set off a marketing revolution: buying lights with installment savings in installments has become a common sales tactic for companies.
Dongguan has become a major town of LED
In Zhi Zhixiong’s office, like most Guangdong bosses, there is a coffee table that can sit around Kung Fu tea. The difference is that there are two lamps of more than 1 meter long next to the coffee table. Each tube is followed by a meter, and the red reading is always beating. Whenever a guest arrives, Yan Zhixiong will introduce to them: This is an ordinary fluorescent lamp, which is an LED energy-saving lamp, and their power consumption is three times different.
Qi Zhixiong’s old line is doing hardware jewelry processing, but recently he has been eyeing a new industry. That is the LED energy-saving lamp.
As early as 2001, Dongguan's most famous local electronics company, Fudi Electronics, decided to join LED. The leadership of Fudi decided to invest in the research and development of LEDs with the profit of processing CPT.
At the end of 2008, Foxconn invested heavily in Wuhan and entered Jinan in 2009 to develop LED projects, which stimulated the ambition of Dongguan enterprises to participate in LED. Guangbao Technology, a Taiwan-funded enterprise with a number of factories in Chang'an, Qingxi, Shijie and other towns in Dongguan, also joined the LED industry and obtained loans from 15 banks. Companies such as Qinshang Optoelectronics, Diguang, Zhongjia Semiconductor, 100% Technology, and Rongwen Lighting have joined the LED army.
According to Dongguan government data, Dongguan has become a major LED town in the Pearl River Delta. At present, there are more than 60 enterprises engaged in LED lighting technology and product production and operation in the city, with sales revenue exceeding 2 billion yuan. In November 2009, the municipal government office issued the “Implementation Plan for Promoting the Development and Application of LED Industry in Dongguanâ€, and proposed that by 2015, the annual output value of LED lighting in Dongguan should reach 15 billion yuan.
Lamp price scares consumers
Unfortunately, the common experience of LED companies is that they cannot be sold. "The whole industry is the same, can't sell. When you talk about energy saving, the people are very much in favor; once the price is reported, it will not be heard immediately." Zheng Zhixiong, general manager of Dongguan Jinyang Energy Saving Technology Co., Ltd. said.
Zhai Zhixiong told a story: He introduced a friend's LED energy-saving lamps to a friend, and his friends greatly appreciated it. When asked about the price, Zhai Zhixiong lowered his voice: "More than 100." The friend was shocked: "So expensive! Who will buy it!" Yan Zhixiong couldn't help but cry: "In fact, more than 100 can sell, my cost is more than 200. Block, said to scare people, so I tried to say more than 100, but it is still too expensive for the people."
Why are LED energy-saving lamps so expensive? Qi Zhixiong holds a light tube that has been cut open, and there are neatly covered small squares inside. "This small square is LED granules. We have to purchase 5 cents for one. There are 250 in this tube." The tube he took in his hand was about 1.2 meters long and the normal retail price was about 250 yuan.
In the office of Zhai Zhixiong, the ordinary fluorescent lamp used to compare with the energy-saving lamps produced by him was bought by a singer in a small shop next to the factory. "This kind of fluorescent lamp can be bought for a few dollars. I bought this one less than 10 yuan."
Such a tens of times the price difference makes it difficult for LED energy-saving lamps to "fly into the homes of ordinary people."
Pushing "instalment payment" for self-help
Zhai Zhixiong wondered how to sell his LED tube.
On the upstairs of the Hongkong Road Telecom Bureau in Nancheng, Dongguan, an advertisement for “zero investment in energy-saving street lamps†attracted the attention of Qi Zhixiong. Like this “zero investment†energy-saving street lamp advertisement, he also encountered it elsewhere. The reporter's investigation found that in the field of LED street lamps, enterprises are also suffering from the problem of being unable to sell. Dongguan Fudi Electronics, Qinshang Optoelectronics, Rongwen Lighting have launched the "contract energy management" model. The seemingly inscrutable noun behind it is actually very simple: buy a street lamp from a unit that buys a street lamp and buy a LED street light, using up to 60%-80% of the electricity bill saved each year (that is, the difference between the electricity cost of using ordinary street lamps and LED street lamps) ) to repay the bank's loans in quarters or years.
Can this mode be introduced to LED tubes outside the street light? Yan Zhixiong decided to give it a try. Before he reached an agreement with the bank, he decided to make the installment payment with the customer himself. He clearly knows that it is the government or the village community that manages and maintains the street lights. It has a strong sense of energy conservation and it is impossible to close down. There will be no problem with installment payments. But if it is a general family or factory, credit can be a big problem. He had to give up trying in ordinary homes and factories and turned to real estate, shopping malls, hospitals, schools and other units.
"There are already several communities in the trial of our LED energy-saving lamps, and there is a mall in trial." Qi Zhixiong said that although the negotiations of these customers are more difficult, they have finally opened their heads. The biggest problem brought by the purchase of the installment lamp to his daily operation is that the capital recovery is too slow, and it is easy to cause the capital chain to break. He needs a lot of liquidity. "We are talking to the bank now, and the banks are very interested. If we reach an agreement, we may promote it in Dongguan."
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