At present, LED lighting products are in the homogenization, price confusion, no standards, no brand period。For the phenomenon of serious homogeneity of lighting products, enterprises should carry out multi-faceted innovation, such as single product innovation, functional innovation, subdivision innovation, intelligent innovation and so on。At the same time, he also believes that the lighting industry brand marketing promotion (especially small and medium-sized brand enterprises) needs a number of complementary brands to unite to build e-commerce, O2O, micro-marketing platforms。

　　Keywords of the year: single championship

　　Feng Zuhuai, who has many years of first-line market research, believes that the key words of the lighting industry in 2014 are: single product champion, channel integration, gathering power and O2O model。Through the analysis of the sales market in 2014, he believes that the lamps with the most potential for development are panel lights, bulb lights and art lights。The panel light is mainly because it can replace the grille light plate and is more beautiful;Bulb is because it can replace energy-saving lamps, and more energy saving;The art lamp is mainly suitable for the mainstream personalized consumer groups after 80。

　　Entering 2015, Feng Zuhuai predicted that there will be no major brands in the LED field for the time being, but in this year, the investment of comprehensive brands will be greater, but the effect will be worse, and many single product brands will gradually highlight the encircled。Feng Zuhuai stressed，LED emerging brands can form the brand competitiveness of enterprises through four major measures，One is to outsource, acquire or merge traditional advantageous enterprises through channels，Put the brand into the distribution channel as soon as possible;Second, don't have too many single products，And you need to do it one by one，Let the channel dealers feel the power of the product;The third is to strengthen the salesman product knowledge and engineering ability training，Let it quickly lead dealers from the LED project to start;Fourth, support core dealers，Especially the dealers with strong engineering ability and wholesale ability，Let them be big and strong first。

　　Shu market chaos: urgent integration of resources

　　In May 2014, Sichuan established the first lighting manager club in China, with more than 100 Sichuan lighting industry sales elites participating。As the founder and chairman of the board, Feng Zuhuai has been in the line for 10 years, hoping to use his own experience to help new sales staff quickly familiarize themselves with the industry。

　　On November 29, 2014, the club organized more than 100 salespeople in Sichuan to participate in the Chengdu flagship store of Huati Lighting, Xinli Light Source and Qijia Net。By communicating with industry elites，Feng Zuhuai summed up the Shudi LED industry "really too chaotic" status quo，The dealer does not understand the technology and products;Product price fluctuation leads to merchants unwilling to stock;The comprehensive quality of business is too low，Unable to provide quality service to dealers;The utilization rate of human resources is too high，Waste too much free time;High rent，Plus the impact of online business，Lower business profits。

　　In response to the above problems, Feng Zuhuai believes that businesses need to integrate sales and customer resources, gather superior products, and provide high-quality products, technology, engineering support and other services for channels and engineering dealers。In addition, through clubs, salons, forums and other platforms to know more industry people, products, brands。