From the instruction of Mr. Fang, we can deeply feel that LED lights has developed into its final stage both in technology and in strategy. LED industry is a hot issue. Companies large and small intend to share this attractive cake and flooded into this market one after another. However, this sort of chaos did not disrupt the rhythm of giant enterprises. They definitely will enter the LED blue ocean market one day, but not now. They need to firstly measure their economic and technologic strength, choose a right developing direction, focus on LED lighting business and devote themselves to promote their products.
Giant companies must take a lot of actions in studying the market and preparing marketing strategy. Brand image is rather important for them. As we all know, attending Fair is an effective method to promote products. But these Fairs have various qualities. Some of them are really bad-performed, lacking of professional guidance, disordered management, even low-quality of customers. Giant enterprises will select Fairs to attend. The purpose of the enterprises to participate in such activities can be divided into multiple levels, including information transmission, brand promoting, new product introduction, and of course trading. Some effect can be achieved during these events, while others need a long-term accumulation. Sales played a rather important role in these activities. “They should have some professional knowledge if they from technological area. Some companies would ask their sales to learn something about their products (technologically). But we never did that. We only select sales from people whose major is related to our products and technique. Toshiba is a brand not an enterprise, its meaning is far more important than the enterprise. As a LED lighting company, we need to maintain a trusted and reliable brand image” Said Mr. Fang.
At present, government effort to LED lighting applications is reinforced continuously. Director of the Commission of China’s Environmental and Resources said the government will arrange about 8 billion yuan to purchase 4 million high-quality LED Street Lights during the “12th Five-Year”. In this regard, experts indicated that although this purchase plan is not “big”, but the government expressed their supportive attitude to LED industry. Currently, no one will deny the fact that China will be a LED blue ocean market in near future.