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By the end of the year, the whole city of Shenzhen began to cool down, but it could not withstand the enthusiasm of every LED industry practitioner. At the annual LED annual event in December 2014, a speech by Mr. Gong Wen, the general manager of Shenzhen Jingtai Co., Ltd., caused a heated discussion. At this stage, the LED industry is in a certain period of adjustment. After the newcomers are rushing and the influx of capital, some enterprises have not increased their profits. Some small and micro enterprises have begun to eat a bit. The sound of running and closing down in the industry is still in the ear, and the reshuffle of the industry has arrived. For such a variety, Mr. Gong Wen, the general manager of Jingtai Co., said at the beginning of the speech, and said with emotion: I have been doing LED for 18 years to establish Jingtai Company in 2008. Over the years, I have invested every penny. When I arrived at Jingtai, every penny was invested in the LED industry. I dedicated the best 18 years of my life to the LED industry. I can say that I am the most hopeful and most hopeful LED industry will always be alive. . Between words, there is a love and expectation for the LED industry. The LED industry is not as imaginary as the bad LED is a sunrise industry. It should be treated rationally for the current problems. In the era of economic globalization, the problems in the LED industry cannot be attributed to the LED itself. The LED industry is a member of the world's economic family. It will inevitably be affected by the difficult global economic recovery. Just as Mr. Gong Wen, General Manager of Jingtai, said: This is not only the LED industry will encounter such problems, The entire world economy has encountered such problems. In every industry, there will be integration, elimination, redevelopment, re-integration, and elimination. The development of no industry is smooth. This is a common problem, and it is also a must for every industry. The process of baptism. At the meeting, Mr. Gong Wen, the general manager of Jingtai Co., Ltd. expressed his hope for LED lighting: one of them is that the application of LED is actually very extensive. LED has many applications in many sub-areas, indoors, outdoors, cars. Inside, flashlights, table lamps, roads, health lighting, agricultural lighting waiting, there are many market segments that need to be dug. Second, the LED replacement rate is still very low, less than 10 globally, and 10 times market growth. The third is the germination of intelligent lighting, opening up a new blue ocean for LED lighting. Including future smart lighting and optical communications, every revolution will bring a new replacement boom. If we continue to develop new blue oceans, new business areas, then our lighting field is constantly expanding, then this market is not 1 trillion, may be 2 trillion, 3 trillion or even 10 trillion market. What is lacking in opportunities is the emergence of one or the other problems in the eye industry that finds opportunities. In fact, it has a great relationship with the company itself. The key to the dilemma of enterprise development lies in the unclear positioning of enterprises. The annual output value of the LED industry will rise at a rate of no less than 30. The market increase is very attractive, but few companies know which part of the cake they belong to. In particular, most small and medium-sized enterprises are basically followers of the market. There are only a handful of leading enterprises in China's LED industry. 90% of enterprises are small and medium-sized enterprises. How to survive and develop small and medium-sized enterprises is a major problem facing the LED industry. Large enterprises have their characteristics, their decision-making process is long, and the response speed is relatively slow. And whether SMEs can take advantage of the small and good U-turn to get the market. As a member of the LED industry, Jingtai General Manager Mr. Gong Wen used his own experience to provide advice for SMEs. He continued: There is a theory called focusing in the field of positioning, and there is also a theory called chicken ribs, which is to find out where their core competitiveness is and to go all out. I would like to turn it into a small laser to defeat the sun's radiance. This is what we want to focus on; we have found that big companies are not willing to do it, or where big companies don't want to spend all their energy, this is also Our small business is willing to come and see. In any case, small businesses are looking for their own positioning. This is not a theory of lack of space, but a real experience. Thanks to the precision of positioning, Jingtai has become the top packaging device manufacturer and supplier in the field of LED display. This is because of professionalism. The power of concentration. This statement is a good medicine for small and medium-sized enterprises. If the company does not have the advantage of scale, but if it can become a king that cannot be compared with others, it is also a wise strategy to have its own unique things. In a nutshell, there is no lack of opportunities in the LED industry, and the lack of eye is the opportunity to discover opportunities. Then, Mr. Gong Wen, General Manager of Jingtai Co., Ltd. conducted in-depth discussions on the common problems in the three industries: First, the low-end game is not the best choice in the LED industry, not only the product homogenization is very serious, the company is operating The model also fell into a homogenized circle, lacking innovative products and innovative business models. Since companies compete in the same way, the only weapon is the price war. When we are broadening our market, we often kill the price. The general manager of the company, Gong Wen, has pointed out the common problem of the Chinese LED industry. In fact, in order to reduce costs, many manufacturers have begun to sacrifice the quality of some products without any means, only to see the immediate interests. In the development of enterprises, enterprises should really consider where the added value of products is. What is the positioning of enterprises? It is important to reduce costs, but I don't think they are necessarily what our small businesses have to do. This is not the only option. If we use the price war to develop, it is actually not worth the candle. Not only can we not achieve the purpose of expanding the market, but we have already ruined the future of the company from the beginning. Such a company will never go too far. Jingtai has always been a technology-driven development path, providing high-performance, high value-added products, one step at a time, so it can be invincible in the LED industry. Second, the cash flow does not necessarily mean that the king does not stop there. In recent years, enterprises have fallen into the triangle, and the number of enterprises that have caused the capital chain to break down and closed down has been countless. It goes without saying that cash flow is an important guarantee for ensuring the survival of enterprises, and its importance can be seen. Therefore, people in the LED industry began to pursue the idea that cash flow is king. They believe that the LED industry is a capital, but Mr. Gong Wen, the general manager of Jingtai, has put forward another opinion that deserves great attention: some companies have good cash flow. Run away. Cash flow is an illusory part. Sometimes a company with good cash flow may blind the boss's eyes. Because there is cash flow, the whole company will not pay enough attention when it loses money. This hole will grow bigger and bigger. When you wake up, the hole is too big to be compensated by cash flow, and you will be dumped at that time. If a company does not have cash flow, it will die. There is only cash flow. If the company is not profitable, it is absolutely worthless. Such a company should not do it. Therefore, the value of the existence of the enterprise lies in the continued profitability; otherwise, it loses the value of existence, and the cash flow is also in vain. Third, enterprises must pay attention to management In fact, in the LED industry, the company team is scattered and lost to Maicheng. Poor management will be like a mess of sand. If you don't have to be shocked by others, you will lose to yourself. However, if a successful enterprise wants to find a reason, then it is certain that there is a good management team. The management system of the enterprise must be sound, management must be effective, and operation must be efficient. This is not only a problem of cohesion, but also about the benefits of the company. The market is now very transparent, and customers and all suppliers are seamlessly connected. Want to make a profit to the customer? It's hard. Want a profit from the supplier? In fact, it is also very difficult. So where do you want to make a profit? Mr. Gong Wen, the general manager of Jingtai, threw a major issue of concern to his speech. I think it is a profit to management. Yesterday, the first question that Mr. Wang of Guoxing Optoelectronics met with me was: How much is your turnover rate? How much is the stock? They are so big that a company is very concerned about the problem of inventory turnover. We, as a member of SMEs, have any reason not to pay attention to our management? For example, Inamori's amoeba management model introduced by Jingtai strengthens the cost consciousness and innovation consciousness of each department of the company. Thanks to good cost control and management capabilities, Jingtai has maintained a relatively high profit margin in the industry. With a heartfelt experience and 18 years of experience in the LED industry, Mr. Gong Wen, the general manager of Jingtai Optoelectronics, gave a warm and cordial impromptu speech, which aroused the warm applause of the leaders of the participating companies and won the hearts of those who have been engaged in the LED industry for many years. Thumbs up.
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