Analysis on the Status Quo and Problems of LED Display Industry Export

LED display export background and reasons

China's LED industry started late, and in the context of LED core technology and patents being monopolized by foreign countries, the initial stage of development was extremely difficult. The international giants took the initiative to abandon the low-end market, and domestic LED companies began the process of accumulating “primary capital”. As the government increased the support of the LED industry and the huge domestic demand market, China's LED industry gradually developed and improved.

As an important branch of the LED industry, China's LED display industry has developed over the years, the technical level has been continuously improved, and the scale has been continuously expanded, and a series of gratifying achievements have been achieved. After years of high-speed development, the LED display industry is facing more and more problems, such as product homogeneity, disorderly competition, price war, and low industry concentration. These unfavorable factors have seriously hindered the healthy development of the industry and increased LEDs. The risk of screen enterprises.

As the LED display industry grows year by year, the domestic market is a "red sea", and many LED screen companies have turned their eyes to the vast overseas market.

According to the data provided by China Optical Optoelectronics Industry Association LED Display Application Branch (hereinafter referred to as the Association), the annual export volume of China's LED display industry in 2009-2013 was 1.628 billion, 2.02 billion, 2.6 billion, 2.85 billion, and 3.1 billion. The above is only the data obtained by the member companies of the industry association statistics, and the actual export value will definitely be even larger.

According to GSC Research's industrial monitoring data, the total output value of LED industry in Guangdong Province in 2014 was 346.06 billion yuan, a year-on-year increase of 23.09%, and the industrial scale ranked first in the country.

Among them, LED display accounted for 8.31% of the total output value, reaching 28.753 billion yuan, ranking the fifth in each LED segment.

In terms of exports, the export value of LED display in Guangdong Province in 2014 was 14.433 billion yuan, a year-on-year increase of 30.58%. After LED lighting products, it is the second largest LED product in terms of exports.

On the one hand, the domestic market is becoming saturated and the smoke is rolling, and on the other side is the overseas “big cake” that seems to be at your fingertips. Based on the reality of the overseas market, many LED screen companies have opened the “export model”. In order to share a piece of cake. What are the reasons behind LED screen companies' choice of export?

1. The overseas market is vast

LED display applications are widely used, and there is a broad space for development in the world market. At present, China's LED display companies mainly export to Europe, America, Japan, South Korea, Southeast Asia and other places, but there are still many markets to be developed in the world, such as the BRICS countries represented by Russia, India, Brazil, the international expansion space is very Big.

According to statistics, in 2013, the total sales of LED display industry in China reached 27 billion yuan, and the total export value was about 4.5 billion yuan, of which the export value of LED display was about 3.2 billion. The global LED display market this year was 13.7 billion US dollars (about 84.9 billion yuan), about three times the total sales in the domestic market. In the same year, Barco and Daktronics had annual sales of 1.158 billion euros (more than 9.96 billion yuan) and 518 million yuan (more than 3.2 billion yuan).

It can be seen that there is still a lot of room for growth in the export of China's LED display industry. The overseas market of RMB 60 billion is worthy of deep penetration by LED screen enterprises. It can avoid the fierce domestic competitive environment, reduce risks, and have sufficient profit margin to support the rapid development of export-oriented LED screen enterprises.

2. Cost advantage technology development policy promotion

From the perspective of the LED display industry, domestic enterprises have certain cost advantages over foreign companies, mainly due to the cheap domestic basic materials and the government's VAT refund policy for supporting industries. Although the domestic LED display price is about 30%-50% of the foreign similar products, but the cost of domestic LED display is only about 30% of foreign countries, the cost advantage not only maintains the better gross profit margin of the product (LED display) The gross profit margin of overseas export products is generally about 20-30% higher than that of the domestic market, and it has greatly improved the competitiveness of domestic products.

In recent years, driven by national export policies (such as raising the tax rebate rate), domestic LED display exports have shown a steady upward trend, and a certain export scale has been formed. With the continuous improvement of the technical level, the quality of domestically produced LED display products has been close to the international level, and has a certain international market competitiveness. In the scope of downstream applications, China's LED display screens have frequently appeared on the world stage in recent years (such as the World Cup in Brazil and the Winter Olympics in Sochi, Russia), which can meet the needs of high-end applications such as sports events and large-scale exhibitions, and similar products abroad. The gap is small. In addition to special high-end projects, in most cases, domestic LED display enterprise products can meet the requirements of foreign customers.

3. The domestic market is fierce and the triangular debt problem is serious.

At present, there are many problems such as overcapacity, product homogeneity, disorderly competition, price wars, and capital chain breaks in the LED display industry. The industry is facing a new wave of shuffling, and the big waves and sands of the superior and inferior are imperative. In order to survive and develop, some LED screen enterprises take the initiative to avoid domestic competition and switch to export, which is also a breakthrough strategy.

In addition, the triangular debt problem has been more serious in the LED display industry. The customer defaulted on the payment of the LED screen enterprise, the screen enterprise defaulted on the payment of the raw material supplier, and the first-level level passed up. An industrial chain has become a risky debt chain.

In order to occupy a place in the fiercely competitive market, enterprises will not hesitate to fight for service, fight for the payment cycle, fight the price, the price war will lower the profit, and make the book capital turnover is not working; and the payment cycle is likely to lead to the break of the capital chain of the enterprise. Bringing the enterprise into a land of eternal annihilation.

In recent years, some LED display companies in China have implemented many large-scale engineering projects at home and abroad (such as the 2014 World Cup in Brazil and the Winter Olympics in Sochi, Russia). These cases directly reflect the comprehensive strength and professional capabilities of the company. Enhance the international community's awareness of China's LED display brand. Although China's LED display companies still have a large gap with the international first-line brands in scale, they still have strong competitiveness in the international market due to the central price and excellent performance.

At the same time, after the domestic LED display enterprises experienced transformation and upgrading, very few excellent enterprises re-adjusted the industrial structure by virtue of capital, scale, technology and brand advantages, and established their own differentiated competitive advantages in specific market segments. Some LED display companies will focus on export business and have high-end LED displays in overseas markets, and have achieved good results.

In terms of technological innovation, the overall technical level of China's LED display application industry is basically synchronized with the international development, new products are constantly coming out, technological innovation in the industry is active, and product technology development capabilities are continuously strengthened. Technology development, technical support and technical assurance capabilities to meet specific application needs have been enhanced, and key technologies and mainstream products have matured.

At present, the overall technical innovation direction of LED display application industry mainly focuses on large-screen intelligent control, high-density display new product development, special opposite-sex LED display application engineering design, LED display application expansion products, product reliability, energy saving and so on. Future professional and technological innovations will continue to deepen and enhance in terms of high performance, high reliability, low cost and low power consumption.

Under the background of continuous innovation and deepening of technological innovation, the research and development of small-pitch LED display products in China has made breakthrough progress. With the small-pitch products, the national LED display industry has completely stood at the top of the global LED display industry chain.

As the driving force to promote the rapid and rapid development of the LED industry, new technologies have always been valued by LED companies. According to the association's data, Lianjian Optoelectronics, Chau Ming Technology, Liard, Alto Electronics, Lehman Optoelectronics accounted for 4.02%, 3.54%, 6.22%, 10.44%, and 7.6% of the R&D revenue in 2013, respectively. There is room for improvement in the investment. Technological innovation has improved the international competitiveness of products, and at the same time created conditions for obtaining rich export profits. Liad’s orders for overseas military fields totaled nearly 100 million yuan in 2014, and were also approved for military quality management system standards. Explain this.

In terms of intellectual property rights, the awareness of patent application and protection of LED display companies in China is gradually increasing. In 2013, among the 145 companies surveyed and reported by the Association, 855 patents for inventions, appearances and utility models were applied, 77 software copyright registrations were obtained, and 47 new authorized trademarks were obtained. By the end of 2013, the accumulated 145 member units had obtained 2,671 invention patents, utility models and appearance patents, including 585 appearance patents, 1766 utility model patents, and 320 invention patents; the software copyright obtained It reached 490 items; nearly 500 authorized trademarks were obtained. This also marks the gradual strengthening of the awareness of patents in domestic LED companies, and the good situation of actively promoting patent layout is taking shape.

In order to open up overseas markets, domestic LED display companies need to enhance their competitiveness, not only need to lay out the technology and market, but also need to lay out patents, participate in technology research and development, and form our own patents. It can avoid the patent barriers of foreign companies, reduce the risk of patent disputes, and help LED display companies to better explore overseas markets.

Although the gap between China's LED display products and international brands has shrunk significantly in recent years, it has frequently appeared in major international events and events, accumulated rich engineering experience, and the technical level has been continuously improved, and achieved good results. However, China's LED display industry exports to overseas products, the number of independent brands appearing is not much, most of them are still in the form of OEM, OEM and other foreign companies.

In the international market, the brand of LED display in China is still not prominent. How to transition from “Made in China” to “Made in China”, then to “Created in China”, to realize the great turnaround of national brands, LED screen enterprises need to be deeply cultivated in the market. Unremitting efforts.

The LED display market is vast overseas. In addition to major export markets such as Europe and the United States, LED emerging markets are also promising. For example, the BRICS market represented by Russia, India and Brazil, the Middle East represented by the UAE, Israel and Saudi Arabia. Even in Latin America, represented by Mexico and Chile, Africa represented by Nigeria, etc. These emerging markets are different from Western traditional markets. The local LED industry in emerging market countries is often not mature. This is China's LED display company. Exports and local conditions provide a foothold.

LED display exit threshold

Although the overseas market for LED displays is vast, there are also many challenges. First of all, China's LED industry started late, intellectual property awareness is weak, patent application and protection work is lagging behind, making China's LED display companies lose their initiative in the international market, and they are likely to be in a passive position in the face of fierce competition. Secondly, the development of LED standards in the world has been quite large, and its system is relatively mature and perfect, and is basically in sync with the development of the market. The introduction of China's LED standards is relatively backward, which also brings a lot of trouble to product exports.

LED displays have to be exported overseas. There are two basic thresholds that must be crossed. One is quality and the other is technical certification.

1. Product quality and service quality

The LED display industry is not a traditional "cheap product export and low-cost competition industry", but "high-priced products and quality competition industries." When it comes to quality, the quality of products exported to overseas must be guaranteed. Otherwise, it is difficult to pass export verification. It is not a glorious thing to be forced to recall the quality. Excellent quality is a prerequisite for products to seize market share, otherwise everything is empty talk. For European and American customers, product quality ranks first, because their definition of products is medium to long-term use, whether it is rental or fixed installation of LED display. Even in some countries that pursue the second best price, the quality of the products should be excellent, because LED screen enterprises rely on products for development, responsible for product quality, win customers' favor and reputation, and generate more repeat customers on the one hand. On the other hand, it has also established a better brand image.

Quality not only includes product quality, but also service quality. The after-sales service is the weak link of China's LED display export. The quality of after-sales service and the timeliness of after-sales service reflect the importance that the company attaches to the customer. Timeliness is an important part of after-sales service. Timely and effective after-sales service can improve the satisfaction of overseas customers to the company or products and create a sense of trust.

For after-sales service problems, people often enter a misunderstanding. They feel that after-sales service is the corresponding repair work after the product is damaged. However, this is not enough. To achieve the quality of after-sales service, enterprises still need a whole set of after-sales service system to support .

In order to better improve after-sales service, major LED display companies should formulate appropriate strategies based on their actual situation. Pay attention to after-sales service, win the trust and recognition of overseas customers with good service quality, customer satisfaction, and repeat customers naturally will be more and more.

2. Domestic and international product safety standards and certification

In recent years, China's LED display related policy standards have gradually improved, and the LED display industry has begun to implement new mandatory safety standards. According to the release of China National Standardization Committee, China's new mandatory standards for LED display products GB4943.1-2011 "Information Technology Equipment Safety Part 1: General Requirements" will be implemented from December 1, 2012, replacing the old standard GB4943 —2011. At the same time, CCC certification is mandatory in terms of certification.

The LED display is exported to foreign countries. In addition to complying with relevant domestic product safety standards and certifications, it must also comply with product safety standards and certifications of the country or region where the product is exported. Different countries have different standards, LED screen enterprises to identify their own product positioning, but in any case, must strictly implement the product performance, quality, reliability in accordance with the export standards, do a good product, quality assurance, this The general direction is unchanged.

If you want to enter the US market, the product safety and performance specifications must meet local standards, and must have independent, accredited third-party testing agencies issued test reports. In the United States, in addition to the FCC is mandatory certification, other certifications such as TL, UL, Energy Star are voluntary, but as an LED display export company, must be treated as mandatory certification, so that products can be less constrained , has a broader market space.

If the export location is Europe, then the product must comply with CE requirements (CE is compulsory in Europe), mainly to prevent new trade barriers. Before any product in Europe is put into the market and put into service, the CE mark must be posted on the product to declare that the product complies with all new EU directives. In addition, Europeans pay great attention to packaging, so packaging must be done well, and there are special packaging standards in Europe.

If the export destination is in other international markets, such as the Middle East, the certification requirements will be lower, which requires LED screen companies to position their products according to the export location before exporting.

With the continuous development of the economy, the export volume of SMEs in China has begun to grow rapidly, and the proportion of exports of higher value-added products has gradually increased, showing strong growth potential. In China, the development of the LED display industry has been more than 20 years, but the speed of development is amazing. Whether it is industrial scale or international status, the export of products has undergone tremendous changes over the years. The LED display application industry began to develop at a faster rate in the mainland, and the products have also increased with the development of the domestic market.

As a country with a large population, China's domestic consumption level has been increasing year by year. Therefore, LED application products have begun to go out of the country. It is also for these reasons that has driven the export trade of many domestic products. Therefore, in recent years, exports have played an important role in China's national economy.

However, opportunities are always accompanied by risks. In this era of accelerated globalization and intensified competition, although the export volume has continued to grow and production has developed at a high speed, there are also a series of problems such as frequent product quality problems, trade barriers, and rising costs. As a new type of technology product, LED has a wide range of applications on a global scale, and the total value of exports is increasing year by year, but at the same time more and more problems are gradually exposed. The impact of these contradictions on exports cannot be ignored. So how to seize opportunities and avoid risks is a problem that we must all seriously consider. Before that, we must first understand what problems the LED display industry is facing in the process of exporting, so that we can prescribe the right medicine and have an advantage in export.

one. Weak awareness of independent intellectual property rights

Nowadays, many enterprises do not know much about intellectual property rights themselves, and their business ideas are still at the low level of “making money”. As a result, some domestic enterprises have been severely constrained by intellectual property issues, resulting in a lack of crisis in the industry's dominant power. Due to the lack of independent intellectual property rights of domestic export enterprises, it has adversely affected exports and has large direct economic losses every year.

Nowadays, the company's independent research and development, the ownership of products with independent intellectual property rights is insufficient, and the company's profit margin is repeatedly depressed, so it is difficult to obtain higher profits. China's LED industry is now facing such a problem. Intellectual property is the key to the innovation and development of the LED industry. If it is missing, it is a dangerous challenge for the LED display outlet.

Although the number of LED patent applications in mainland China has increased significantly in recent years, China's position in the global LED intellectual property landscape has not been fundamentally improved. And there is still a serious lack of fair and orderly principles in the market. Therefore, intellectual property issues often evolve into patent disputes, and the risk of trade friction is also increasing. Today, LED intellectual property issues are like a 'sword' hanging on the LED industry in China, and it is possible to fall at any time. The issue of intellectual property rights is related to the sustainable development of the entire LED industry. If it cannot be properly solved, it may lead to a series of industrial crises. The product market will continue to experience homogenization competition, and it is difficult for products to transform industrial profits. The imperfect intellectual property protection system and the weak corporate intellectual property rights are the main reasons.

two. Trade barrier problem

Since the reform and opening up, China's export trade has developed tremendously. Exports have played a big role in the development of Chinese enterprises. However, the road to the development of foreign trade of enterprises is not always smooth. In recent years, the traditional trade protection methods in the LED display industry have been decreasing, but various trade barriers have become the main constraints in the foreign trade of LED companies in China. In fact, not only LED companies, but also many domestic export products. Under the influence of trade barriers. The phenomenon of trade barriers has a direct impact on any company. LED display companies have also encountered such a situation in the process of exporting, and it is difficult to move because of the rise of the export threshold. Which leads to many products by

Unable to enter the target market due to technical, environmental or labor factors. Although the purpose of its trade barriers is to protect the country's economy from foreign products, the excessive protection has caused many adverse effects on the economic development of many import and export enterprises. At the same time, it has caused a major impact on a large exporting country like China, which has narrowed the trade surplus between China and related trading countries and even turned into a trade deficit, thus affecting domestic export trade processing enterprises, affecting Chinese enterprises to open up foreign markets, and compressing The competitiveness of China's exports.

3. Enterprises are turning to foreign markets for fierce competition

In recent years, although LED display applications have been widely used, there are broad prospects in the world market. But because of this, more and more enterprises are constantly moving closer to the LED industry, and more and more LED companies are beginning to explore overseas markets. For a time, exports have become a new direction for the development of the LED industry. It is also driven by the domestic market demand, and the phenomenon of overheating of the industry. Due to the overheated industrial investment in recent years, it has brought a lot of influence to enterprises. Overheated industries lead to overcapacity, lack of core technology, excessive market competition, etc. Small enterprises will also cause losses due to lack of competitiveness and then close down. The excess of products will also lead to oversupply and thus lower the price of products.

At the same time, profits are declining, quality is declining, competition of downstream enterprises is fierce, and there are few independent brand products. Compared with foreign large enterprises, it seems that the strength is very thin and so on, which has brought severe challenges to enterprises. Most LED companies now lack technology and are highly dependent on imports. Enterprises do not have research and development strength, rely on plagiarism against other companies, and fight price wars, making the market that is not standardized more chaotic. This is unfavorable for every business. Therefore, in order to better solve the problem of overheating in the industry, enterprises should maintain a relatively calm thinking to look at the development of the industry. Instead of blindly following the trend, rushing forward.

Through the analysis of the phenomena and problems existing in the LED export, it is known that the LED export occupies a very important position. It can also be known that most of today's enterprises want to export their products to overseas markets to develop enterprises. Because for Chinese consumers, the price of LED products is still high, and the level of consumer acceptance is still low, so for companies, they are more willing to choose overseas markets.

However, many companies have neglected it. Simply relying on exports does not allow the LED industry to achieve long-term development. Only by increasing the research and development of core technologies, China's LED display industry will progress, from "Made in China" to "Created in China". To improve the quality of LED display products, to change the low-cost and low-quality impression in the international arena, to become the exporting country that masters the core technology of LED display.

Fourth, the lack of independent brands

In fact, self-owned brands need to build a brand by themselves. The human, material, financial, and time they consume are long-lasting and huge, but at the same time, the return is permanent. In marketing, the use of independent innovation brand is a marketing method that is strongly advocated in China. Self-owned brands can also help companies to develop markets. However, there are only a handful of companies exporting their own brands in the process of exporting LED displays nationwide. There are cases where the capacity for independent innovation is insufficient and the technical content of products is not high.

The brand awareness of enterprises is indifferent, the brand cultivation is insufficient, and the added value of the brand is low, which leads to the low negotiation ability of China's foreign trade SMEs in the international market, and its low profit situation is difficult to be improved in the short term. A series of problems such as weak market competitiveness have become a major weakness of corporate exports. In the long run, if we do not change the economic growth mode and strengthen brand building, we will lose the competitive position of our own brands in the domestic and foreign markets. Lack of self-owned brands, international expansion is also difficult and export processing enterprises are still at the lowest end of the industry chain. The lack of brand awareness has caused the inconsistency between sales behavior and marketing strategies and brand building, making the brand unable to recognize the hearts of consumers. Very well established.

China's LED display market has broad prospects, but at present, the homogenization of domestic products is also very serious, product technology innovation is not enough, technology innovation awareness is weak, product technology is low, and there is no unique core technology and core products. And most of the investment in scientific research and development of enterprises is insufficient, resulting in the emergence of independent brands that do not compete with foreign brands. There are many companies that export LED products to the world in China, but there are very few companies that export their own brands. The main reason is that China often focuses on counterfeiting and blindly following the trend, but neglects innovation, brand establishment and market innovation management. Therefore, in terms of exports, China's LED display industry appears to be thin. This has a lot to do with our lack of core technology and the lack of independent independent brands. However, the lack of independent brands has led to the imminent brand building and the biggest pain point for LED display companies. Therefore, enterprises should pay more attention to the research and development of core technologies and the road to brand.

V. Lack of efficient services in place

Efficient service is a force that cannot be ignored in the international market. As far as China's service industry is concerned, there are still some gaps compared with other developed countries. The reason for the gap is that the concept of service is weak, the investment is small, the professional technical team is lacking, and the service process is not standardized. Due to the lack of professional platform services, many companies are still in a preliminary stage of development. Although the economy is large in scale, but the income level is low, the demand for consumer services is insufficient, and the service quality is low, the phenomenon that is not conducive to service exports has become a common problem in some enterprises. Therefore, despite the large scale of commodities and the failure to fully promote service exports, the competitiveness of enterprises in the market will gradually decrease, which will bring various negative effects to enterprises.

Heavy products, light service. It is a problem that many enterprises have at present. Some enterprises attach great importance to the design and manufacture of products, but they do not pay enough attention to the services of products. In fact, the service of products is very important in international trade. Especially for products with high technical content, if the pre-sale, sale and after-sales service of the products is not good, the poor quality of the pre-sales service will make the foreign customers feel that the quality of their after-sales service is inevitably poor, and the products of the enterprise are less. A little trust will seriously affect the overseas sales of products.

The services in overseas markets are not only very important in our domestic market, but also have a great impact on the export of LED displays in China. Efficient and effective services play an increasingly important role in the operation of LED display companies. If we can improve the service level and improve the after-sales service system, we can enhance communication with customers, enhance consumers' trust in the company and product satisfaction, and thus obtain more loyal customers and a broader market. To enhance the competitiveness of enterprises. However, due to several factors such as capital, strength, management, etc., some enterprises can not build a perfect service system, resulting in the export after-sales service is still not perfect, there are still many LED display companies in foreign countries have not set up after-sales service sites, do not pay attention to services The establishment and improvement of sexual competitive advantage has weakened the competitiveness and consolidation in overseas markets. This has become an important factor affecting the development of LED display companies.

How to stand firm in overseas markets

Driven by China's economic growth situation, the development of China's export trade has gradually entered a new stage of development. Since the reform and opening up of China, the development of foreign trade has achieved remarkable achievements, and the dependence of enterprises on exports has gradually increased. In recent years, the phenomenon that LED companies are actively flocking to overseas markets is very frequent. Exports have become the way for LED companies to compete for water testing. However, many companies have only seen the immediate survival in the fierce struggles that they are scrambling for, but they have neglected how to In order to get out of the way of success that suits your way to the global market. In addition to being a solid product, how to establish a transparent and responsible corporate image is the most overlooked by most LED companies.

How to occupy a place in the overseas market, it is really simple to say: people have no me, people have me fine. However, if you really want to have a place in the overseas market, companies still need to work hard in many aspects. While making great progress in the export of LED display application products, there are also some problems. For example, the difference in LED products on the market is too small, and the reproducibility is too strong. The competition between products will eventually be transformed into between brands. A series of problems, such as competition, which directly or indirectly adversely affect the development of LED displays. So now, how to open the gap between products has become the key to success, and it is also a problem that LED display companies should pay attention to. Need to attract attention and take relevant measures to ensure the healthy and rapid development of the industry. At the same time, it is necessary to formulate product strategies for different markets in order to firmly occupy the overseas market share.

First, establish a brand image

It takes a long time to establish a brand image, and a good brand image is also constantly improved through the company itself. For export companies in the LED display industry, the brand is positively related to the national image. A good brand image is very important to enhance corporate influence and cultural soft power. Brands are also the most important intangible assets of an enterprise. Many companies tend to focus their efforts and orientation on making them bigger and stronger. However, blind expansion will only lead to a disadvantage in the absence of core technologies and brand advantages. Although the export of China's LED display screens is a glorious scene for everyone, there are also various problems behind the "pleasure".

At present, the biggest problem in enterprises is that brand and management awareness is poor, the technology content is low, and the profit margin is very limited. The situation is not optimistic. On this hand, on the one hand, enterprises must firmly adhere to the road of brand economic development, establish a strong brand awareness, pursue quality, and pay attention to integrity. In addition to constantly improving the LED brand image and influence, we must also create an image that is in line with the public consumer psychology. Enhance consumer confidence and loyalty to the LED brand. Only by making consumers become the real users and loyal supporters of the brand can they become the intangible assets of the company and establish the image of the company itself. Therefore, establishing an image of export products and winning the trust of customers is an important guarantee for the stable development of China's LED display export products. On the other hand, it is necessary to strengthen the supervision of brand enterprises, and continue to promote technological innovation, product innovation and business model innovation, to achieve the ultimate market segment of LED enterprises, to achieve a high degree of product competitiveness and high market share. This is the only way to achieve the new normal development. Although the competition of brands is very fierce, brand competition largely inhibits the disadvantages of commodity price competition and quality competition, so it is necessary to guarantee the rights and interests of consumers to a certain extent. Therefore, the establishment of independent brands can also maximize the principle of open, fair and just market.

Second, improve product quality

In recent years, many companies in China have been exporting product quality. There are different levels of problems, and the quality of products is far from that of other countries. LED display screens are not spared. With the rapid development of the LED industry, more and more LED companies are seeking export opportunities, and the quality problems of products are gradually emerging. Due to the wider application range, people's demand for high-efficiency products and high-quality products is also increasing. Therefore, higher requirements are placed on product quality. Chinese LED export enterprises are facing serious quality problems.

Product quality determines the value of an enterprise's products. Domestic LED display screens want to gain a share in the foreign LED market, and quality is a key issue. Enterprises should constantly improve the technical content of export products. In export trade, they should raise awareness of quality management and ensure product quality; strengthen information collection to avoid losses caused by untimely information; exporting overseas, quality issues should be regarded as the primary factor, especially It is the obstacle that the entire industry is subject to the economic environment and industrial bottlenecks, and should pay more attention to product quality. Only by being responsible for quality can we win more customers' favor. Only by continuously optimizing the performance and quality of export products, and keeping the quality of the company closed, can China's LED display enterprises occupy a place in the international market.

However, there are still many companies that simply ignore products for export. Such an approach is not advisable. Only products with excellent quality can achieve long-term development in the fierce competition. Only by continuously improving the quality of its own products, continuously providing consumers with satisfactory products, improving product market competitiveness, and eliminating low-level production and disorderly competition, can we develop in this LED display market at this stage.

Third, improve after sales service

In China, no matter what industry you are engaged in, a good after-sales service cannot be ignored, because this is the way to get the final satisfaction of customers. In the export process, it is also the best way to get the return rate of overseas customers. In recent years, the market share of LED products has grown rapidly. With the expansion of export scale, many enterprises have disorderly export phenomena. Therefore, all enterprises do not pay attention to overseas after-sales service. Even the after-sales service of some LED export enterprises is almost blank. . The problem of overseas after-sales service has become more and more serious, and has even become a bottleneck in the development of many LED export enterprises.因为产品出现故障后得不到及时的解决；在出现问题却很难得到实质性解决的时候，会给客户带来很大的困扰。这样的情况往往会给企业造成消极后果，带来很难估量的损失。当这一系列不良现象频繁出现的时候，不免会导致当地消费者对中国品牌丧失信心。要如何建立既适合出口企业的自身情况，又符合海外市场特点的售后服务部门，已成为当前许多企业迫在眉睫的问题。

现如今，出口企业国际营销服务网点缺乏，客户服务及时效性差。这成为国内企业在国际市场上竞争的一大短板。目前，海外客户尤其是大的客户在签订单合同时，提出必须要有相应的售后服务。而企业却给不到客户最满意的解决方案，因此而丧失很多潜在的客户。这种严峻的问题的出现让我们明白，想要在海外站稳一席之地，售后服务不可或缺。企业必须具备整体的LED显示屏解决方案及备相应的实施能力。

在这个执行过程中，需逐步培养和聘用国际化的专业人才，在海外设立营销服务网点，成立分公司，或者与当地的相关企业合作，逐渐建立起自己的国际营销服务网络，能为客户提供更有效的更专业的解决方案，并提供专业的技术支持，服务团队。针对客户所遇到的问题，迅速有效的帮助客户解决问题。除此之外，还要定期进行客户满意度调查，了解客户全方位的需求，才能让我们从问题中更好地解决问题，也是为了让客户通过我们的服务，增加了对产品的满意度和信赖度，这在配合中实现双赢的好方法。

to sum up:

当今，我国己是世界经济体的重要成员，中国制造更是全球经济发展不可缺少的组成部分，因此，中国的LED显示屏应用产品出口的步伐不会放慢，更不会停下。随着LED显示屏应用行业更加规范化的发展，LED显示屏企业规模、实力的不断增强，LED显示屏产品出口会取得更大的进步，中国将会由LED显示屏产品的制造大国和出口大国，向LED显示屏产品的技术强国和出口强国之路迈进。

但是，现如今LED显示屏行业存在的问题颇多，要想尽快解决这些问题在出口中占据优势，LED显示屏企业必须加大对核心技术的研发投入。在提高产品品质的同时，要积极推进LED产品标准化，建设与国际接轨的LED产品标准体系，使我国LED显示屏产品符合国际市场的技术要求。

其次，制定相关优惠政策，建立和完善贸易壁垒预警机制，充分的保护好自身利益，减少贸易出口的抵制和限制。提高LED企业的知识产权水平，有力的保护和支撑自主创新，帮助和促进企业开发和实施具有自主知识产权的创新技术，这将能大大提升LED显示屏在国际上的地位和形象。最主要的是，要切实加强提升质量管理意识、树立品牌核心，为消费者提供放心满意的产品。

最后，国内LED产业要想真正突破发展瓶颈，在市场上掌握话语权，就必须拥有较强的技术优势，才能够具备发展后劲。同时在资金允许的情况下把重点放在新产品的开发，专利的申请和质量系统的建立和完善上，抓住一切可以抓住的市场机会，调整公司的市场及产品定位，突出自己的优势，以便更好地开发和拓展海外市场。