Only differentiation is the permanent way for light source companies

Recently, the two major social issues created by CCTV have stimulated almost every Chinese company: one is energy conservation and emission reduction; the other is manufacturing in China. The Chinese lighting industry is closely related to these two major issues.

Focusing on the social issues of energy conservation and emission reduction, the Chinese government promoted 50 million high-efficiency lighting products through financial subsidies in 2007. The promotion focuses on energy-saving lamps (self-ballasted fluorescent lamps for general lighting) and straight tube fluorescent lamps (T8, T5 and their supporting electronics). Ballasts) and high-efficiency high-pressure gas discharge lamps (metal halide lamps and high-pressure sodium lamps, etc.), which means that in the macro environment, energy-saving light source companies are facing the trend and facing a new round of opportunities. Foshan Lighting, Zhejiang Sunshine and other lighting companies led by light sources have been included in the “Government Energy Products Purchasing List” and are enjoying the sweetness brought by favorable policies. Not only that, in the international market, the EU market announced on the one hand that the incandescent lamp was completely banned in 2009, and on the other hand, it intends to cancel the anti-dumping against China's energy-saving lamps. For Chinese light source companies, both inside and outside are good news.

However, most light source companies (except incandescent and fluorescent lamps, halogen lamps, gas discharge lamps and LEDs) do not seem to taste the sweetness, but still hone their will to survive in difficult competition. The current market situation shows that most of the light source enterprises are caught in the dilemma of product, channel, terminal image, marketing means and so on. As a labor-intensive industry, the light source products have relatively high labor costs, and the profit margin is almost micro-guaranteed. Without a large brand premium capability, light source enterprises with a certain scale almost hope to obtain sales through the total cost leading means. Get enough meager profit through sales.

But is the biggest way out for the light source companies to achieve scale and total cost leadership? the answer is negative.

Analysis of more than 300 light source companies currently active in the Chinese market can be roughly divided into the following categories: the first category is foreign brands that are dominant in technology and brand, such as Philips and Osram, etc. The second category is manufactured by professional light sources. Local enterprises that are the core business, such as Foshan Lighting and Zhejiang Sunshine, both have the advantages of both technology and scale; the third category is the lighting companies that started the light source project after the lighting, such as NVC, Op, Benbang, etc.; The four categories are export-oriented enterprises that manufacture special light sources, such as Chenhui Lighting; the fifth category is local enterprises with considerable manufacturing scale and focus on export, such as Xiamen Tongshida, Zhejiang Yuzhong Gaohong, etc.; the sixth category is small and medium-sized. Professional and non-professional light source companies.

Everyone has realized that the traditional means of competition will only push the enterprise to the cliff and enter the dead end. It is an important issue for every enterprise to realize differentiated development through innovation. The difference route can be reflected in product innovation, in the channel and competition area, in the mode and service, and so on. Cases of product differentiation include Chenhui and Op, and Chenhui has developed a differentiated slant product through technology research and development, taking new, exotic and special light source routes, and Oupu has developed a core electrical appliance with light source and light source. Matching; the case of pattern differentiation is NVC, etc. It is combined with GE's strength to create complementary advantages and occupy the high-end status of the light source field. Zhejiang Dongsheng Electric Co., Ltd., as a lighting company, recently signed a contract with NOCTRON Holding Group. Established a backlight joint venture company with a registered capital of 15 million euros, and invested 50 million euros to jointly develop and produce connected chip projects, so as to seize the market opportunity of high-tech light sources; foreign brands such as Philips and Panasonic have invested a large amount of funds in On the research and development of new light sources such as LED; Foshan Lighting, Benbang Lighting and Luyuan Lighting are the means to build a large-scale factory through self-built or acquired light source factories...

Yuzhong Gaohong is one of the few export-oriented professional light source enterprises with an annual output value of nearly 1 billion in China. The production base is located in Gaohong Town, Lin'an, Zhejiang Province, which is known as the “Hometown of Chinese Hair Tubes”. In May 2007, Shanghai established a marketing company called Shanghai Dunge Electronic Trading Co., Ltd., which is responsible for the marketing of Yuzhong Gaohong Group at home and abroad. Then, what kind of differentiated competition strategy will it take to create a new world in the brand-named Chinese market? According to the reporter's visit, they chose to differentiate their channels – conducting deep intensive distribution in a prefecture-level city as a pilot, and selling the sales outlets of energy-saving products like the US Wrigley gum, and then combining the current macro trends with unconventional The marketing means to stimulate consumption, in the local regional small market to establish the first brand in the eyes of ordinary people. From small areas to Greater China, from intensive farming to national reproduction, we support dealer development with nanny-style market services. It is reported that it has successfully deployed 200 and more than 400 sales terminals in two prefecture-level cities and towns in East China. The primary target has been reached, and the business model of professional replacement and lighting solutions has been upgraded and larger. Scope promotion. The power of the channel cannot be underestimated.

Looking at the success stories from ancient times to today, it is not difficult to draw a conclusion: differentiation is the permanent way for light source companies.
China's lighting and lighting business should have greater as the ancient town lighting must be from the operating brand to the operation of the city's energy-saving lamps, why will foreign countries become the protagonist of the domestic cold-selling Nanhai lighting companies how to have new expansion and improvement (Figure) lighting lighting dealers how to face What is worse about the real rise of commercial lighting in the South China Sea due to rising rents (Figure)


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