Zhongshan LED lighting companies set off a battle for life and death

I. Data Analysis Throughout the development of various industries, it is rare for the development of the lighting industry to be so rapid, especially the development of the ancient town of Dengdu, which is typical of it. The lighting industry is the leading industry in the ancient town and the economic pillar of the ancient town. It has formed a lighting industry cluster centering on the ancient town and covering the surrounding three cities and 11 towns with an annual output value of over 100 billion yuan. It has become one of the world's largest professional lighting market and is the largest professional lighting production base and wholesale market in China. The town has 12,700 lighting and its accessories business enterprises, including 7,497 lighting merchants.
This time, 100 companies were randomly selected from Zhongshan to conduct surveys. According to the survey data, Zhongshan lighting companies are mainly domestic sales and some domestic and export companies, and fewer export-oriented enterprises (as shown in Figure 1). . Most of the respondents told this magazine that as the export threshold has gradually increased and the domestic market has become increasingly clear, many companies have turned to domestic sales and hope to gain a certain share in the domestic market.
In the lighting industry in Zhongshan, the company's product types are relatively rich, and the single-item-based enterprises account for a small number. In addition, most of the lighting enterprises in Zhongshan area are the scale of small and medium-sized enterprises. The turnover is from 30 million to 1 billion, showing an uneven distribution. Among them, the turnover of enterprises is mainly below 30 million, which is mainly due to the low threshold of entrepreneurship in Zhongshan. And concentrated on the advantages of the entire industry chain, so that Zhongshan lighting companies everywhere, flowering, and more. In the channel model, multi-channel parallelism accounts for a large proportion among Zhongshan enterprises. In Figure 5, it can be concluded that most of the Zhongshan enterprises said that they are in good operating condition and have great confidence in the development of the company.
Second, the hundred views, vision, determination, lack of Zhongshan Huayi Lighting Co., Ltd. Huayi Lighting Lighting Domestic Marketing General Manager and Huayi Group Brand Center Director Hao Xilong Huayi to work to stabilize, does not mean conservative, most The important thing is safety. Some people say that the development of enterprises depends on shortcomings or longboards. Longboards use your strengths to cover up shortcomings. Shortboards focus on fundamental disadvantages. In any case, these two have different ways, but in fact I am more Acknowledging the short board theory, the short board is more realistic with the development needs. The story of the long board and short board gives us a warning: companies must be practical and safe to survive in the cracks. Nowadays, the lighting industry is in a state of urgency. Many enterprises are short-lived, and the fireworks are only limited to the moment. After Liangzhu, there is not much left. Hao Xilong believes that enterprises should develop the right direction according to their own nature, establish a suitable target group, and persevere, regardless of the bottlenecks encountered, not to be able to achieve the long-term benefits of the enterprise.
In various industries, I believe that SMEs have always been a very lively group, and their creativity and passion are full at any time. The lighting industry is a constantly influx of the market. The basic laws of the market are also the survival of the fittest as Darwin said. Enterprises will continue to be eliminated and will continue to grow. In fact, Hao Xilong does not agree with the statement of shuffling. In society, this phenomenon occurs every moment. In this regard, the emergence of this phenomenon is not only the price impact, those companies that are limited to imitation, plagiarism, blindly follow the trend are often more easily eliminated by society. A company that can truly develop for a long time must first have a keen eye, followed by creativity, and must have firm determination.
At the forefront of the industry, striving to be a benchmarking company, Zhongshan Huayu Lighting Industry Co., Ltd., the assistant general manager of the project, Hu Jiahui, the main theme of the lighting industry era, gradually sang, at the time of singing, becoming the protagonist of the home game It is the Chinese dream of every enterprise.
Unfortunately, the problems in the overall lighting industry: impetuousness, chaos, etc., make everyone feel at a loss. LED lighting products are constrained by various factors such as technology, price, quality, etc., and the outside world still has doubts about it. Hu Jiahui believes that enterprises must rely on their own development to go on and on, in order to create a better corporate vision. Only by walking at the forefront of the industry, striving to be a benchmark enterprise, and constantly innovating and improving, can we create our own unique advantages and become a timeless classic.
In the construction of the channel, Huayu Lighting now uses its original brand, Rolls-Royce, to expand more outlets with its mature channels, and to expand Huayu's far-reaching and comprehensive development in a systematic way. Corporate influence, this is one of Huayu's current plans for channel layout.
For the people who influence the world, the sales director of Zhongshan Huanyu Lighting & Electric Co., Ltd. Wenfeng is sweeping across the ocean. The complex style of lighting is popular. It has some luxurious materials and detailed lighting. It is luxurious and has become a new taste label. A dream of a magnificent life. Since its establishment 28 years ago, Zhongshan Huanyu Lighting & Electric Co., Ltd. (hereinafter referred to as Huanyu) has been performing royal luxury with luxurious classical lighting, decorating classic mansions, creating a noble palace, and making slogans in the world of people who influence the world. The industry has long been a leader.
This author is fortunate to discuss the status quo of the industry with Wenfeng, the sales director of Huanyu. Wenfeng said that there seems to be a trend in the lighting industry every five or ten years. From 2012 onwards, I think it is a constant copper lamp. A period of warming up, but now some companies have the suspicion of blindly following the trend, especially in the past two years, it is estimated that 60 factories have grown up, and the lighting manufacturers have grown at a rapid rate, thus accelerating the homogenization of products and even more drama. The market competition is heating up. In this regard, I suggest that companies want to survive in this melee market, we must follow the following ideas: First, to identify their own strengths and weaknesses, accurate positioning, to prevent follow-up imitation; Second, to establish the uniqueness of its own products Advantages, to curb the imitation of the imitation mechanism; Third, enterprises must widen the gap, especially in the product to have differentiated competition. The combination of these three aspects can enhance the company's more accurate and more realistic value, and become the development path for enterprises to establish absolute advantages.
It is reported that in 2014, the lighting industry was caught in a more intense price war than before. Wenfeng believes that as everyone said, there is no minimum price, only a lower price. Once a company is involved in the price war, it should be awakened in time and on the verge of a cliff. Otherwise, it will be a battle of whirlpools that will be out of control. However, many small and medium-sized enterprises often take the initiative to plunge themselves into the price war because of the lack of funds, hoping to share a part of the marginalization. In this regard, Mr. Wen said that the capital chain is indeed the top priority in the development of enterprises, but if small and medium-sized enterprises have been walking the old roads that others have gone through, there will be no way out, and the funds will be consumed in the price war. Faster, the internal consumption of the enterprise increases, and the profit will increase and decrease. Wen Feng suggested that turning it into zero is an effective solution to get rid of the lack of capital chain. For such enterprises with insufficient funds, it is true that the implementation of single products is king and the integration of superior resources is indeed A healthy and sustainable way to survive.
Change, adapt to the trend of the times Liu Lan, marketing director of Zhongshan Lanbo Sini Lighting Co., Ltd. (Nature Lighting), said that the future LED will stand on the new starting point of human application of light, and will focus on the application of broad lighting field. Create LED lighting and become a new era of intelligent, digital and networked lighting that is more energy efficient, green and environmentally friendly. Zhongshan Lanbo Sini Lighting Co., Ltd. (hereinafter referred to as Lamborghini) brand natural lighting is adhering to the natural, environmental, energy-saving business philosophy, with the overall modern home lighting as the dominant trend.
The author recently discussed and exchanged the status quo of the industry with Liu Zhu, marketing director of Lamborghini. Liu Zhu said that Lamborgini is in a state of development. The company is positioned in the middle and high-end market, and its products not only occupy a certain share in the country, but also are exported to the surrounding areas of Asia. In addition, Lamborghini has established 23 operation centers in China, and it is particularly important to strengthen the layout of domestic channels. In addition, the technological innovation of the product, the production management of the enterprise, the rational allocation of personnel, and the mutual complementation of resources will be improved one by one, and strive to make Lamborghini a well-known home lighting enterprise in the industry.
In the lighting industry, enterprises compete with each other. The scenes of your life and death are not uncommon. Who can survive, seek stability, and seek development in the chaos? Liu Zhu believes that if enterprises want to survive in this fierce market competition, they must have two factors: first, change, enterprises must be able to use multiple resources flexibly, and adapt to changes in the times; secondly, persistence, only persistence Get eternal life. Since its establishment in 2009, Lamborghini has encountered many bottlenecks, but Lamborghini has always adhered to the corporate tenet and worked hard together to grow together. However, many small and medium-sized enterprises tend to cause bankruptcy due to the lack of capital chain. In this regard, Liu Zhu said that such enterprises are often because of the lack of control over the market, and their internal management also has certain problems. .
Regarding the concept that the industry's rumor channel is king, Liu Zhu believes that the product is king rather than the channel. For enterprises, the layout of channels is to find the right direction, which shows the weight and value of the application scope of the company's own products in the market. Similarly, the innovation and research and development of products are also reflected in the products, and the selling of products is also a key to attracting enough eyeballs. This year, Lamborghini will focus on the distribution of channels in the domestic market using the model of branch offices and operation centers. At the same time, Lamborghini will always adhere to the path of quality development, after all, quality is the fundamental basis for determining the long-term development of the company.
Thinking and marketing are the primary considerations for survival. The reshuffle of Liang Zhiwang, the general manager of Zhongshan Kaiyang Lighting Co., Ltd., will inevitably lead to the re-integration of enterprises. In the integration, the direction of thinking and marketing means are the primary considerations for enterprises to survive. Liang Zhiwang, general manager of Zhongshan Kaiyang Lighting Co., Ltd. (hereinafter referred to as Kaiyang), told the author that it is difficult for enterprises to become bigger and stronger, and secondly, the threshold for LEDs is relatively low. In this context, the competition in the industry is becoming more intense. And the industry does not have a qualitative standard, so that the lighting companies on the market are mixed, and most of them are ruined by gold and jade, which greatly restricts the development of the lighting industry. Companies like this type do not have long-term planning, no brand awareness, and only focus on short-term interests, but are more likely to be relentlessly eliminated by the market. If a company wants to survive, customer loyalty must be guaranteed. Regardless of new and old customers, a long-term recognition and support has a great effect on the development and growth of the company. Of course, the product quality and after-sales service of the company itself must keep pace with the development and keep pace with the times.
The so-called channel is king. Liang Zhiwang believes that if you want to compete with traditional big companies for their advantageous routes, it will only reduce the amount of products owned by the company itself. This is because most of the traditional big companies are diversified. Enterprises, and the construction of their channels are mostly very stable and mature. Therefore, for SMEs to have a place in this, they must have their own core competitiveness in a certain field, that is, the single product that focuses on the market segment is king.
And for the competition between the price wars between enterprises, Liang Zhiwang told the author very clearly, first of all, we will not fight the price war with our competitors, because we will not reduce the quality and service of the products because of the decline in market prices. Take profits. For an industry that is about to mature, the price war is just an episode that it will inevitably experience when it reaches a certain stage. When the whole industry pattern is about to become clear, the price war will not break through, and since the SMEs in this category have chosen to meet their own specialization routes, what they should do is to constantly improve and improve all aspects of services. Maintain your own customer base and more.
Finally, Liang Zhiwang said that this year, Kaiyang will focus on the three links of designers, Party A and dealers to ensure that in the case of walking on multiple legs, efforts will be made to build a brand and strive to create greater advantages and values ​​for the company.
Resource integration is inevitable and awaits opportunities and develops He Zhihui, deputy general manager of Zhongshan Baoliheng Lighting Factory, Henglan Town, Zhongshan City, adjacent to China’s Dengdu Ancient Town

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