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On January 1, 2014, the US government announced a comprehensive ban, and incandescent lamps officially completed their mission to exit the market after more than 100 years of accompaniment and bringing light to humanity. This is undoubtedly good news for LED Lighting. The demand for LED lamps in the North American market will be greatly enhanced, and my overseas sales LED lighting companies are facing major opportunities. However, due to various factors such as complicated foreign trade certification, intensified competition in the industry, arduous brand building, and impact on network channels, how do foreign sales LED lighting companies do export sales, how to sell well, and how to rush to the North American market has become a discussion. problem.
You need to know that the export of standard products for export is one of the main development channels of China's LED lighting industry. However, the trade barriers set by China's LED lighting products in China have greatly affected the export trade of LED lighting products in China, and recognized these restrictions. And the production of products that meet the corresponding standards is conducive to the long-term development of China's LED lighting industry export trade.
Standards vary and requirements are increasing. International standards for LED lighting products include safety standards, photobiosafety standards, EMC standards, LED product performance standards, and LED product measurement standards. It is understood that LED lighting products comply with international standards is only the first step into the international market. To reach certain designated countries, the market needs to pass the standard certification of the internal LED lighting products.
Through the relevant professionals in the industry, China's sales products must pass the domestic CQC logo certification and CCC mandatory certification. This standard is tested and certified by the China Quality Certification Center (CQC).
The CQC mark certification of LED products is mainly the energy-saving mark certification. The reference standard is “Road/Tunnel Energy-saving Certification Rulesâ€. The photoelectric parameters of LED road lighting products are strictly required. The initial light efficiency and light-through of the products. The maintenance rate, initial correlated color temperature and other indicators are far higher than local standards. At present, there are very few enterprises that pass LED certification.
However, the national CCC and CQC standards have been very high, and the certified LED lighting products still do not meet the market certification standards for exporting LED lighting products in China.
Technical barriers have gradually become a major obstacle to export trade. It is worth mentioning that technical trade barriers are the biggest obstacle to the export of LED lighting products in China. Standards beat the global market, and the cost and risk losses caused by technical trade barriers are increasing year by year.
At present, in terms of LED standards, Europe and the United States have also been ahead of other countries and regions, and high-demand technical and safety standards have gradually become technical barriers to trade in developed countries. The use of highly demanding technology and safety standards as technical barriers is characterized by high technicality, strong concealment, low transparency, difficulty in supervision, and low versatility. It has gradually replaced traditional trade protection measures such as tariffs, permits, and quotas.
Three high and one more to help open up the export market Zhang Ruimin, the world's leading entrepreneur and founder of Haier Group, once said: Do not do domestic instability, not foreign countries are not strong. In fact, most of the sales of lighting and lighting enterprises in China are in a state of both domestic and foreign sales. It is necessary to stabilize the development of enterprises in the domestic market, and it is necessary to become stronger and stronger in foreign markets. It is understood that the common features of export-oriented lighting and lighting enterprises are: large production capacity, strong production capacity, high efficiency in supply chain integration management, stable long-term customer base, stable profit and high standardization of operation.
However, with the continuous development of the industry, the environment in which opportunities and challenges coexist has prompted that the methods, ideas and conditions for enterprises to export should change with the changes of the times. With such questions, the author visited Sun Rijiang, marketing director of Shanghai Demin Lighting Co., Ltd., and summed up three high and one high-quality teams, high-quality products, high-strength competitiveness and diversified channels from his mouth.
The high-quality team has a good saying: a million people fucked a bow and shot a trick. The team has always been the primary factor affecting the development of the company, and the high-quality team is the source of the company's development. In the lighting and lighting industry, foreign trade personnel with good personal qualities, industry experience and hard professional knowledge have always been the industry talents that enterprises want to cultivate or explore.
High-quality products In recent years, the foreign lighting and lighting industry market is developing well, but at the same time, the supplier's qualification requirements for suppliers are becoming more and more strict. Suppliers not only need to pass various certifications, but also must have strong research and development capabilities and can be based on customers. Demand offers a unique product. In this way, products are the foundation for companies to build brands, and high-quality products are the tools to open up the market.
High-strength competitive industries continue to attract good news, prompting more companies to switch to the LED industry, and the market competition is becoming more and more fierce. Building corporate competitiveness is the primary task of enterprise development. The establishment of core competitiveness in terms of cost performance, structural process, design concept, production scale, etc., or a certain aspect is the foundation stone that the company can stand on the international market.
Diversified channels have become a necessity for people's lives as the Internet has become more and more important. However, while making full use of the power of emerging channels, we cannot ignore traditional channels. Regular participation, collection and distribution of business cards, and rapid identification of target customers through third-party resources are all indispensable methods to build corporate reputation and create high sales volume of enterprise products.
Main certification standards in different countries:
Japan: Mandatory market access system for Japanese electrical appliances. Certain electrical appliances must be certified by a third-party certification body authorized by the Ministry of Economy, Trade and Industry, and obtain a certificate with a diamond PSE mark. Non-specific electrical appliances must be self-tested and self-declared before being sold in the Japanese market to confirm compliance with Nippon Electric. Technical reference for supplies and a round PSE logo.
North America: UL certification is a product safety certification by the American Civil Safety Testing Institute Underwriters Test. In general, UL standards can be divided into: requirements for product structure, requirements for raw materials used in products, requirements for components used in products, requirements for test instruments and test methods, requirements for product marks and specifications, etc. . UL certification is now one of the most rigorous certifications in the world.
EU: The CE certification mark is a safety certification mark and is regarded as a passport that manufacturers open and enter the European market. Products bearing the CE mark can be sold in EU member states without meeting the requirements of each member state, thus realizing the free circulation of goods within the EU member states.
China: The 3C certification mark is a certification mark for the products that are allowed to be sold, imported and used in the Catalogue. It indicates that the safety and electromagnetic compatibility of the product and electromagnetic radiation comply with the standards set by the state. Certified products must be forced to pass this certification.
International: CB certification is a certification system developed by IECEE (International Electrotechnical Commission for Electrical Product Safety Certification). It is mainly used for 14 types of products such as wire and cable, electrical switches and household appliances. The CB system is a global mutual recognition system for electrical products established by IECEE. The CB mark means that the manufacturer's electronic products have passed the test of NCB (International Certification Body).
The author found that regardless of the development of the export market or the domestic market, understanding the status quo of the industry and knowing the direction of the industry is the primary task for all enterprises to become stable and stronger. In the case of continuous strengthening of international market standards, it is necessary to improve the enterprise itself in order to rush to the international market: cultivate high-quality marketing teams, research and develop unique products of enterprises, improve their comprehensive competitiveness, and develop diversified sales development channels. Different types and sizes of enterprises may have different development needs, but if they can achieve the above three highs and ones, they will certainly bring unexpected benefits to the future development of the company.