The industry is not optimistic about Proview once again claimed to enter the LED lighting

Recently, Shenzhen Proview Group and Apple Inc.’s lawsuit over trademark rights has attracted a lot of media attention and ended up dissolving the dispute between Apple and the company by paying 60 million US dollars.

On July 29, 2012, Yang Rongshan, chairman of Shenzhen Proview Group, said that Proview Group has accepted a total investment of hundreds of millions of yuan from several domestic and foreign investors and will establish a new subsidiary to LED lighting and biology. New energy fields such as power generation can be transformed.

It is understood that Proview had invested 15.5 million US dollars in 2008 and established Proview Optoelectronics Lighting Co., Ltd. in Shenzhen. It is mainly responsible for the research and development, design, production, sales, and installation of LED lighting products. However, since then, the company's operating conditions have been unsatisfactory. At this point, Proview has never returned to LED lighting and then developed, whether it can become a major suspense. The reporter visited a number of LED companies and distributors, and everyone has different opinions on this.


Proview wants to get back to life with LED lighting

Proview re-enters the industry first, and it is difficult to think of reviving a life.

The overall economic environment has been poor since the beginning of this year. Both exporting and domestic sales companies have been uncomfortable. Of course, for SMEs, export sales will be slightly better than the domestic market. The domestic terminal market is mainly a drop in passenger traffic. Even if the price of LED lighting products drops by another RMB 20-30, it may still be unable to sell.

Because in the past two years, the domestic real estate market has been suppressed by policies, resulting in basically no foot traffic in the terminal market, no one in the building materials market to buy lights, and cheaper products are useless.

We know that Proview was very famous in the past, especially the display has a reputation all over the world. However, since 2010, Proview's diversification strategy has caused the project to expand too quickly and the follow-up capital has been broken. Since then, many projects have been suspended.

A big company is facing bankruptcy in the blink of an eye, making people eye-popping. Now that we have absorbed almost 100 million LED lighting, I think the speed is a bit slow. And it is not enough to invest one billion yuan for LED lighting, unless it is targeted for downstream applications.

So even if Proview re-enters the industry, it will face fierce competition. Of course, I personally still think that Proview's sales ability is very strong. Although it has been ruined with Apple's lawsuit, many people do not have an opinion on Proview. I suggest that Proview should reposition its own brand of LED lighting, and that it should be mainly exported to the outside.


Proview transformation to do LED lighting

Before everyone talked about Proview, they all know that they are the brands of monitors and mobile phones. Now that they are still making a transition to LED, many people will have doubts and want users to accept the process that needs time to settle.

Of course, I believe that Proview used to be known as a monitor, and it would be somewhat related to LED technology. Proview's technical foundation is still there, at least I think he is very prominent in the ability to design molds, but now with Apple's lawsuit, the brand image of Proview destroyed.

Of course, most people will also support Proview. After all, for many people, Proview is still a national brand, especially in Apple's trademark lawsuit. Many people hope that Proview can win. Most people in the country still believe that this kind of verdict is not kind, especially domestic intellectuals. Most people think that this verdict indicates that there is still a huge gap between us and Western developed countries in the protection of intellectual property rights. After all, this is foreign. It is unthinkable that the case won.

However, I think that to distinguish between domestic and foreign countries, such cases in foreign countries are major events. The deterioration of brand image may cause companies and brands to disappear. However, the domestic is not the same, many people do not take this matter seriously, of course, as long as Proview LED lighting products are of good quality, reliable sales model, in the country will naturally be the only agent of Proview products.

However, only 100 million yuan of funds is insufficient in the current development stage of the LED industry unless Proview's follow-up can refinance several hundred million yuan, otherwise the money will soon be spent.

I believe that this time, the Crowne transformation to do LED lighting and biomass power generation, Yang Rongshan is repeatedly considered. Because this transition to do LED lighting, for Proview and Yang Rongshan, it may be the most drastic, if there is no further failure.

Proposed to enter the LED lighting industry before Proview to do enough market research Proview choose to enter the LED lighting industry, not surprising to me. At present, the domestic LED industry is too hot and continues to attract people from all walks of life to invest in it.

But Proview used to be a monitor. Now it is transformed into LED lighting. Although there are some technical correlations between the two, the current domestic LED lighting market seems to be hot, and there is still no large-scale start-up of the terminal retail market.

At present, most of the companies that do display screens are transformed into LED lighting. However, many professional managers do not understand LED lighting. They have used the experience of previous display screens to do LED lighting, leading to the poor performance of companies. .

Now, although everyone does not know who is the trader for Proview, the six major challenges faced by the LED industry are that all companies entering the LED lighting industry must face.

1, LED lighting low-priced products plagued the market, especially the assembly of poor quality products, causing great negative impact on the market.

2, LED companies marketing practices are very primitive, such as fast replenishment, but the current end-market dealers to change brands faster than changing clothes.

3, really good quality products, the price is too high, the end market can not afford.

4, at present, most of the LED enterprise products are too single. For example, at present, in addition to the good performance of lamp cups in many companies, there is a general deviation in the work of other products, and dealers hope to find more complete product lines.

5, LED product prices vary greatly. In December last year, the price of the light strip was 12 yuan, and the current market price was 3-4 yuan, because the upstream product price changes greatly, causing downstream dealers to not prepare for inventory.

6, LED product models, styles varied. At present, many LED companies will change their appearances, change the model to be a new product, and some companies will not even bother to change their appearance and change the model directly. This approach leads to new products that are easily eliminated in the market, and eventually companies will definitely eliminate their own products.

Therefore, it is recommended that Proview must do research before entering the LED lighting industry, so as to avoid disappointment and disappointment.

Of course, in the mode of operation, you can learn from Shandong Bao Shida technology company's approach, Paul Shida before doing the display, and now transition to do LED lighting. Paul Shida reached a market through government relations in the Shandong market. He hoped that by copying the Shandong model to the whole country and finding local stationers in various provincial capitals throughout the country, I felt that this approach was more reliable. Moreover, as far as the domestic lighting market is concerned, the home improvement market has been kidnapped by real estate, resulting in a generally low passenger flow in the terminal market. However, the government's municipal projects are not the same, and the government has pushed for LED lighting, which is more promising than the market.


Proview can make a comeback

Proview once again entered the LED lighting industry, for the current LED lighting industry overheating phenomenon, it is difficult to use a word saying good and bad. Affected by the European debt crisis, coupled with the impact of domestic real estate regulation, the current LED lighting industry operating conditions are poor.

As LED technology changes with each passing day, the faster the equipment is updated, the more it invests in it, and the faster it will be eliminated, so can it be seen? Can it withstand the test of risk? The key is to look at ProCom's core competitiveness. As well as factors such as good weather and favorable conditions, will be the key to the success of Proview.

In recent years, due to the successive introduction of the government's propaganda and support policies, the LED industry has always had an illusion. It seems that the LED market is very large. However, from a careful analysis, assuming that the demand for incandescent lamps in the market is 1 billion, the replacement demand for energy-saving lamps is about 300 million, while the demand for LEDs may be 30 million, which is due to the LED. Caused by long life. Nowadays, many people such as cars, televisions, and shoes are involved in the LED industry. The total market capacity of the industry is actually declining, so shuffling is inevitable.

To be honest, I did not quite understand Proview before. After I really started to understand the company or its trademark lawsuit with Apple, mainstream media reported that it attracted my attention. Not to mention whether his brand image was damaged or not. My personal opinion is that Proview’s success was very successful. It won not only Apple’s 60 million US dollar compensation but also a buffer for corporate debt, and it also received media publicity. The operation of Proview played a very good stealth role.

But to enter this industry, we must fully understand the LED, find its own core competitiveness, and find its own product positioning and market positioning, so as to have a foothold. After all, long-term focus on an industry is the most important, and finding the right talent is also the key to success.

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