Text / Wang Yunli Reviewing the changes of upstream and downstream enterprises in 2007, we can find that: Oupu firmly embarked on the popular brand journey, Huatai extended product line to implement sub-brand strategy; Hangzhou NVC lighting launched the Huace lighting chain, Changsha dumb bar lighting Development chain to reduce costs by scale procurement... A small number of transformed enterprises are developing rapidly, and most unchanging enterprises are advancing in a smooth pace, and enterprises that cannot keep up with the pace of industry development have disappeared.
"Change is to find death, not to wait for death!" However, in today's increasingly fierce competition in the industry, only change can break through. Whether it is an upstream enterprise or a downstream distributor, all of you ask yourself: change, or change?
This is a contest of consciousness that determines the future fate of the company.
The transformation of small and medium-sized energy-saving lamps enterprises has become a well-known “Chinese famous brandâ€. The “Huaxing Optoelectronicsâ€, once known for producing energy-saving lamps, has become the “snow†in the Shenzhen stock market today. Wright"; Aussie, which is owned by Huayi, is also starting to promote overall home lighting, and will go to the Shenzhen Stock Exchange with Huayi in the future; and more second-line energy-saving lamp brands are now smashing, "Under One step, how should I go?"
Obviously, through the country's vigorous promotion of the "energy-saving emission reduction" of the east wind, countless energy-saving lamps companies and dealers have been gearing up, intending to attack the city. However, in the face of the fierce attack of the first-line brand network such as Philips and Op, these small and medium-sized energy-saving lamps companies in the second-line brand position can break through to get a piece of cake.
By visiting the energy-saving lamp enterprises and some dealers in the ancient town, we found that almost all business owners and dealers said that only change can get out of the current distressed development. "Change, it must be changed, how is the problem changed?"
Li Bo, who has been producing energy-saving lamps for many years, confessed to the confusion: "You said to go to CCTV to advertise, we have no such strong financial strength as Op; you said that the product line is extended, and now the overall home lighting is also highly competitive. If we do more than one sub-brand, we don't have this energy. What's more, one brand can't do it at the moment. Instead of spending the effort to cultivate the second one, it's better to cultivate this one."
Can small and medium-sized energy-saving lamps companies really find a way to change for themselves? Is it really just to keep the status quo?
Liu Lihua, general manager of Kaiyu Lighting, found the answer for us.
"Light of Happiness" Launches "White Sand Strategy"
"If small and medium-sized energy-saving lamps companies need to solve the problem of survival before, then what needs to be solved today is the development problem. Therefore, small and medium-sized energy-saving lamps enterprises must break through, and if they want to develop, they must look at the problem from a development perspective." Leaning over, Liu Weighing made a cigarette butt between the fingers in the ashtray.
Kaiyu Lighting has been dedicated to the research and development of energy-saving lamps for many years. The brand “Happy Light†has established nearly 300 sales outlets in China, and its products are also exported to the Middle East, Europe, Africa and other countries. After several years of precipitation and accumulation, Kaiyu Lighting has been at the forefront of enterprises of the same scale, regardless of R&D level, product quality and production capacity.
“2008 is a year of Kaiyu change!†After completing the accumulation of funds, talents and technology, Liu Weighing decided to accelerate the pace of development. However, unlike most companies that rely on launching new sub-brands to operate, Liu Weighing has chosen a product upgrade – the new five-star “Happiness Light†will be launched in the years to come.
In product development, the five-star "Happy Light" will be based on the existing "Happy Light" products, from product modeling, internal structure, electronic component performance, finished product quality and external packaging. The upgrade and improvement will also enrich the product line and expand the series of light source products such as T2 mini energy-saving lamps, T5, T8 series brackets and spotlights.
In terms of production process, all the energy-saving lamp tubes will be added with a tube coating process to ensure that all the finished energy-saving lamps aging test will increase from 5,000 times to 10,000 times without the phenomenon of “blackheadsâ€. At present, all the production molds of all new products have been fully developed and produced, and the newly formed production team will also be employed after the training is qualified, and all will be relocated to the new factory for production, so as to protect the five-star "happiness". "Light" product quality.
In terms of brand operation, Kaiyu will learn from the brand strategy model of the brand-name operation of the famous brand “Baishaâ€, and concentrate all the resources of the company to further promote the “Happy Light†brand and retain the original “Happy Lightâ€. "The series of product camps and sales network, and the new five-star "Happy Light" will be imported into the VI image based on the original brand VI image.
In terms of market channel construction, the new five-star “Happiness Light†will implement the system's internal distributor priority agency system. First, through the creation of the model market, it will refine a set of stable and perfect operation mechanism, and then nationwide. Copy operation. In the distribution channel, the five-star "Happy Light" products will gradually transition from the previous hardware stores and small electrical stores to professional lighting sales. Under the condition that the conditions are mature, Kaiyu will consider establishing a joint venture with dealers. The coaching store runs on the right track and then withdraws from the shares, thus establishing a close strategic partnership with the dealers.
The development of the breakthrough strategy for small and medium-sized energy-saving lamps enterprises is the eternal theme of enterprise survival. In the current market competition situation, whether it is strong first-class brand companies such as Op, Aikesi, or second-tier brand enterprises such as Kaiyu, they are pursuing a break-up to achieve faster development.
However, the current competition in the energy-saving lamp market is obviously no longer a competitive state in the past in terms of strength (selling goods), price fights, and quality. Energy-saving lamps have entered the era of low profit. Under the low profit margin of transparent sales prices, manufacturers, distributors and suppliers can only enhance the internal core competitiveness through the optimization and integration of the entire brand chain resources, so as to obtain the largest Profit. This also requires small and medium-sized energy-saving lamps companies to find a breakout mode that suits them, and once they find a breakthrough that suits their own development, the development momentum of second-line brands will be unstoppable, and their growth space will greatly exceed the first-line brands!
For small and medium-sized energy-saving lamp enterprises with insufficient financial strength and brand operation experience, blindly implementing the overall home lighting products or multi-brand operation strategy, it is inevitable to face the risk of tight capital chain and difficult product quality control; The integration of upstream and downstream superior resources is used at one point, and concentrating on building a single brand is like concentrating fire forging blades, which not only can greatly reduce the business risk, but also rapidly improve brand cohesion and core competitiveness.
"In the next two to three years, the large integration and large-scale mergers of production companies, suppliers and distributors will surely become the trend of the times!" At the end of the interview, Liu Weaving predicted the future development trend of the industry, and also said that We sincerely welcome colleagues in the industry to discuss the development of small and medium-sized energy-saving lamps enterprises. (E-mail: )
Postscript consciousness determines fate! The mode of operation of the brand determines the future speed of the company. At the time when many second-line energy-saving lamp brands are looking for a breakout mode, the first to open a breakthrough, and use the "white sand mode" to open the "happiness light", can lead the second-line energy-saving lamp brand camp, we are full of expectations!
"Change is to find death, not to wait for death!" However, in today's increasingly fierce competition in the industry, only change can break through. Whether it is an upstream enterprise or a downstream distributor, all of you ask yourself: change, or change?
This is a contest of consciousness that determines the future fate of the company.
The transformation of small and medium-sized energy-saving lamps enterprises has become a well-known “Chinese famous brandâ€. The “Huaxing Optoelectronicsâ€, once known for producing energy-saving lamps, has become the “snow†in the Shenzhen stock market today. Wright"; Aussie, which is owned by Huayi, is also starting to promote overall home lighting, and will go to the Shenzhen Stock Exchange with Huayi in the future; and more second-line energy-saving lamp brands are now smashing, "Under One step, how should I go?"
Obviously, through the country's vigorous promotion of the "energy-saving emission reduction" of the east wind, countless energy-saving lamps companies and dealers have been gearing up, intending to attack the city. However, in the face of the fierce attack of the first-line brand network such as Philips and Op, these small and medium-sized energy-saving lamps companies in the second-line brand position can break through to get a piece of cake.
By visiting the energy-saving lamp enterprises and some dealers in the ancient town, we found that almost all business owners and dealers said that only change can get out of the current distressed development. "Change, it must be changed, how is the problem changed?"
Li Bo, who has been producing energy-saving lamps for many years, confessed to the confusion: "You said to go to CCTV to advertise, we have no such strong financial strength as Op; you said that the product line is extended, and now the overall home lighting is also highly competitive. If we do more than one sub-brand, we don't have this energy. What's more, one brand can't do it at the moment. Instead of spending the effort to cultivate the second one, it's better to cultivate this one."
Can small and medium-sized energy-saving lamps companies really find a way to change for themselves? Is it really just to keep the status quo?
Liu Lihua, general manager of Kaiyu Lighting, found the answer for us.
"Light of Happiness" Launches "White Sand Strategy"
"If small and medium-sized energy-saving lamps companies need to solve the problem of survival before, then what needs to be solved today is the development problem. Therefore, small and medium-sized energy-saving lamps enterprises must break through, and if they want to develop, they must look at the problem from a development perspective." Leaning over, Liu Weighing made a cigarette butt between the fingers in the ashtray.
Kaiyu Lighting has been dedicated to the research and development of energy-saving lamps for many years. The brand “Happy Light†has established nearly 300 sales outlets in China, and its products are also exported to the Middle East, Europe, Africa and other countries. After several years of precipitation and accumulation, Kaiyu Lighting has been at the forefront of enterprises of the same scale, regardless of R&D level, product quality and production capacity.
“2008 is a year of Kaiyu change!†After completing the accumulation of funds, talents and technology, Liu Weighing decided to accelerate the pace of development. However, unlike most companies that rely on launching new sub-brands to operate, Liu Weighing has chosen a product upgrade – the new five-star “Happiness Light†will be launched in the years to come.
In product development, the five-star "Happy Light" will be based on the existing "Happy Light" products, from product modeling, internal structure, electronic component performance, finished product quality and external packaging. The upgrade and improvement will also enrich the product line and expand the series of light source products such as T2 mini energy-saving lamps, T5, T8 series brackets and spotlights.
In terms of production process, all the energy-saving lamp tubes will be added with a tube coating process to ensure that all the finished energy-saving lamps aging test will increase from 5,000 times to 10,000 times without the phenomenon of “blackheadsâ€. At present, all the production molds of all new products have been fully developed and produced, and the newly formed production team will also be employed after the training is qualified, and all will be relocated to the new factory for production, so as to protect the five-star "happiness". "Light" product quality.
In terms of brand operation, Kaiyu will learn from the brand strategy model of the brand-name operation of the famous brand “Baishaâ€, and concentrate all the resources of the company to further promote the “Happy Light†brand and retain the original “Happy Lightâ€. "The series of product camps and sales network, and the new five-star "Happy Light" will be imported into the VI image based on the original brand VI image.
In terms of market channel construction, the new five-star “Happiness Light†will implement the system's internal distributor priority agency system. First, through the creation of the model market, it will refine a set of stable and perfect operation mechanism, and then nationwide. Copy operation. In the distribution channel, the five-star "Happy Light" products will gradually transition from the previous hardware stores and small electrical stores to professional lighting sales. Under the condition that the conditions are mature, Kaiyu will consider establishing a joint venture with dealers. The coaching store runs on the right track and then withdraws from the shares, thus establishing a close strategic partnership with the dealers.
The development of the breakthrough strategy for small and medium-sized energy-saving lamps enterprises is the eternal theme of enterprise survival. In the current market competition situation, whether it is strong first-class brand companies such as Op, Aikesi, or second-tier brand enterprises such as Kaiyu, they are pursuing a break-up to achieve faster development.
However, the current competition in the energy-saving lamp market is obviously no longer a competitive state in the past in terms of strength (selling goods), price fights, and quality. Energy-saving lamps have entered the era of low profit. Under the low profit margin of transparent sales prices, manufacturers, distributors and suppliers can only enhance the internal core competitiveness through the optimization and integration of the entire brand chain resources, so as to obtain the largest Profit. This also requires small and medium-sized energy-saving lamps companies to find a breakout mode that suits them, and once they find a breakthrough that suits their own development, the development momentum of second-line brands will be unstoppable, and their growth space will greatly exceed the first-line brands!
For small and medium-sized energy-saving lamp enterprises with insufficient financial strength and brand operation experience, blindly implementing the overall home lighting products or multi-brand operation strategy, it is inevitable to face the risk of tight capital chain and difficult product quality control; The integration of upstream and downstream superior resources is used at one point, and concentrating on building a single brand is like concentrating fire forging blades, which not only can greatly reduce the business risk, but also rapidly improve brand cohesion and core competitiveness.
"In the next two to three years, the large integration and large-scale mergers of production companies, suppliers and distributors will surely become the trend of the times!" At the end of the interview, Liu Weaving predicted the future development trend of the industry, and also said that We sincerely welcome colleagues in the industry to discuss the development of small and medium-sized energy-saving lamps enterprises. (E-mail: )
Postscript consciousness determines fate! The mode of operation of the brand determines the future speed of the company. At the time when many second-line energy-saving lamp brands are looking for a breakout mode, the first to open a breakthrough, and use the "white sand mode" to open the "happiness light", can lead the second-line energy-saving lamp brand camp, we are full of expectations!
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