What kind of LED lighting brand army rely on live?

There is a group of low-end, low-cost LED brands in the terminal market. They are often referred to by dealers as "no-name" brands. They neither have stores nor billboards, and big-name distributors have also expressed a "disgusting" expression when talking about them. However, this seemingly obscure no-name brand has an unmatchable position in the market, and sales are staggering. Recently, the reporter conducted an investigation on the existence and sales situation of the “no-name” brand on the Chengdu market.

There are many and messy

The reporter’s investigation found that there are many unknown small brands in both the wholesale market and the retail market. The reporter walked less than 10 stores and saw nearly 20 small brands. Among them, 80% of the small brands had no contact with the company at ordinary times. , Not even heard of, including Geely, Enterprise, O'Kiss, Deli, Neffert, Planda, Delicatessen, etc. These small brands are all sold well in dealer stores.

MINI lighting dealer Yang Yuxi told reporters that his store initially operated the MINI Lighting brand, and later it successively added more than a dozen small brands such as Qige and Gehui. These brands are mostly produced by small Zhongshan manufacturers, and the price is very low. The price of a bulb lamp is only 3-5 yuan.

“The small brands we see in the market are mainly commercial photos, and many are chaotic. Some customers really do not look at the brand. In fact, the vitality of these small brands in the market is very strong, especially in the county market, because The price is favored by consumers. Although it is not as famous as Ops and NVC, it is very ground-breaking, Yang Yuxi said.

According to the survey, the best selling LED products in the small brands on the market are 3W-7W bulb lamps, 3W-5W ceiling lamps, 1200mm lamps, and 18W ceiling lamps. Then a few hundred.

So, what are the brands of these dealers to compete with well-known brands?

Low price is the killer

Many LED brands are neither "white rich" nor "great rich" and are in a passive position in the terminal battle. Fight it, the reputation is at a disadvantage; not to fight it, and watched the big brands earn pours. In order to find a piece of the opportunity in the cracks, the small brand has done enough on the price. In the "price war" of the past year, small brands mostly laughed at the situation.

Taking LED ceiling lamps as an example, small brands ingeniously “learned” from the designs of best-selling brands on the market, and the prices were lower by several percent.

“We now sell the products that Zhongshan Xiaochang produces itself, mainly LED home lighting, and the categories are relatively complete. Several flagship products have very good sales. I think the small brands are more moist at the current stage than large ones. Brand pressure is low, the price is cheap, and the average consumer has a high degree of acceptance,” said Mr. Feng of Hongyun Lighting.

“We belong to the factory direct sales brand. Although the brand name is not big, but the product has enough advantages to attract consumers. The LED ceiling lamp in the store sells very well, and the price is absolutely close to the people.” Furong Lighting said.

In the eyes of dealers, the only bargaining chip for "no-name" competition is price, although well-known brands will not lower prices as low as 3.5 yuan to buy a 5W ceiling lamp.

However, there are also dealers believe that "no-name" has to be pet staged, after all, many small brands in the quality is not pass, let alone quality. With the advancement of LED technology, the prices of well-known brands will become closer to the people, and when the time comes, "no-name" will naturally have no market.