In Europe, due to the policy to prohibit the sale of incandescent, LED lighting demand is expected to gradually increase. In addition, a wide variety of fields, including automotive, outdoor and decorative and other applications, as well as LED lighting for indoor use demand will also surge. Given this situation, product diversification project is to explore the European market, the first condition.
Taking into account the characteristics of the British market and industry, to enter the UK market strategy is as follows:
(1) to obtain certification ENEC and CE:
Due to a large number of European buyers need ENEC certification and CE product certification mark, therefore while access to CE and ENEC certification for our advance into the European market is very favorable.
(2) large-scale enterprises to open up the European original equipment manufacturers:
The current European market has been the world’s leading lighting supplier dominated, such as Osram and Philips of the Netherlands, the Korean company to enter the European market, there are many, therefore, small businesses need to consider contacting large European companies. In fact, Osram and Philips Taiwan Lextar company has been designated as part of their original equipment manufacturer of LED lighting industry in August 2010.
(3) improve the price competitiveness:
In Europe, a large number of Chinese suppliers to provide products at low prices, resulting in a lot of increase in China’s imports. Given this situation, enterprises should strengthen price competitiveness as one of the strategies to enter the European market. In addition, companies can increase the rate of consumer purchasing decisions through a predetermined price of low-quality products, it is because that is the ultimate buyers from consumer point of view, the current LED lighting prices are still high.
(4) to raise awareness:
Nevertheless, the British consumer goods awareness is still very low. To raise awareness, companies should actively participate in international lighting exhibition and attempts to catalog and appropriate promotions to meet local businesses.
(5) development of new technologies:
European lighting market has been driven by the well-known lighting products brands, so that other countries do not have innovative products and no new technology companies to enter the European market has become more difficult. Therefore, companies should quickly develop new technologies. It is worth noting that the lamp is characterized by a large number of heat radiation, revealing the difference in thermal emission quality. For this reason, companies have developed a heat radiation technology that solves the current phenomenon is concentrated and electrostatic protection chip technology will have a huge advantage.