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China's LED is now a (product) brand in the US market. A large number of OEM products make China's own products rarely accepted and recognized by the US market. Yesterday (March 25), at the LED industry exchange meeting, Yu Lingyun, chairman of the American LED Association, sent out such feelings.
As soon as the product leaves the port, it does not know where the product is shipped, nor who the terminal buyer is. Consumers are also unclear which one of these good products is produced. Yu Lingyun said.
Jin Mingshan, general manager of Shenzhen Si Kesai Optoelectronics Technology Co., Ltd. said that the company is a manufacturer of LED displays. It has been exported to the US market for seven or eight years, and some products are for the well-known American companies. But he concluded that although it has been in the market for so many years, the brand awareness is too small.
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Zhou Yuguo, the person in charge of Shenzhen Ruituo Display Technology Co., Ltd., has the same feeling. He said that the company was founded in 1997 and has been in business for 17 years. The earliest Ruituo display is also an OEM, and it is no stranger to the US market.
In the US market, our exports are at a disadvantage. The so-called products are unlicensed. Our earliest exports are also cooperating with local companies in the United States, and even giving them OEM services, so the brand value and added value of our products. Basically not, we just work for others, that is, simple processing. He said.
Since there is no brand premium capability, a major criterion for middlemen to screen Chinese suppliers becomes price.
In fact, the US LED market access system is quite strict, with mandatory UL certification and selective ENERGY STAR certification. According to the reporter's understanding, for these certifications, whether the enterprise products can meet the certification standards is a problem, and the certification itself is time-consuming and costly.
As a result, some companies sell their products by lowering prices by not certifying or selecting other certifications other than UL.
Li Fan, chairman of Shenzhen Xin Liming Technology Co., Ltd. said that their company passed the UL certification in 2008, and now other certifications are basically completed, but our guests often call and say that our The price is several times higher than others, which is a bit of a distress.
Yao Tao is the general manager of Wuhan Quanhua Optoelectronics Technology Co., Ltd. He said that many small and medium-sized dealers have no way to accept the price of UL-certified products. They are more willing to choose some products that have basic certification, but may not be UL-certified, which is cheaper.