LED lighting industry faces enormous challenges
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Recently, Huang He and Wang Lirong, general manager of Huangjia Lighting, had a face-to-face exchange. The two companies focused on the strategy and more industry phenomena of Huang Jia this year, and conducted in-depth discussions on marketing and marketing. After recording and sorting, the author recorded two wonderful moments.
The industry is facing huge pains. The Yellow River: Now, there are two trends in the industry. The first trend is that some manufacturers monopolize quality distributors, and these dealers will not choose other brands. The second trend is: The difference is getting worse and worse, and basically follows a principle. The worse the business, the easier it is to fight the price war. In the end, it will kill yourself. Therefore, manufacturers who are not custom-made on the street are unable to find the North now, because they don’t know what they can do now. If they see someone else can save lives, he will do it. In fact, he can’t do anything, if He will toss it again, he will die, why? For example, the lights you make, the customer's expectations are high. As a result, you take it when you take it. If you want to lose money, this is different from the famous one. Non-standard projects are extremely demanding on products, and manufacturers can't receive money if they don't pay attention. They are deducted and even fined.
Wang Lirong: The quality requirements in the engineering field are really high. The project is not affordable to the general manufacturers. In fact, there are many conditions. I think many manufacturers have not qualified for the project.
Yellow River: The current situation is after the feast, it is streaking, it is obvious. There are many things we do now, lacking in science and reason. What should we do when such a squad is in chaos and chaos? In fact, it is necessary to maintain sufficient sobriety, sufficient reason, sufficient wisdom and sufficient professional. At this time, the professional is not easy to die, the professional is dead, the professional service will be live, and the professional will be chaotic. Will die.
Wang Lirong: Everyone is very confused, I don't know what to do. The overall market is not optimistic. At this time, the company will also engage in some activities to make influence and sizzle the market. But this is only a plan to slow down the business, the business is still very difficult to do, and the order is not much. Business is hard to do every year, and I don't know how to do it. Many times, customers come to the ancient town, not to buy lights to sell lights, but to carry out a variety of purposes, or to understand the market, inspect the market, the old chat selection lights are not their main purpose, and now few people will be full of streets Go find a light. Some time ago I went to Zhengzhou for a business trip and found that the big stores like Red Star Macalline were very deserted.
Yellow River: I personally feel that it is right to stick to it. But still difficult, where is it difficult? Under normal circumstances, at this time, you still need to be embarrassed, this process is very difficult. Today, the rule of governance is very strict, which involves all aspects, so at this time, LED lighting companies must keep their heads clear.
Keeping a clear head and sticking to it, Wang Lirong: Huang Jia is also facing the pain of transformation. In the engineering field, we are also very difficult. I have done engineering for so many years and really made the project a good job. The project has great instability, long tracking period, thinner and thinner profits, unsatisfactory price, large manpower and material resources. Do not prepare a lot of work before bidding, cast 10 targets, track the whole process, and finally One or two is very good.
Therefore, I would like to make a breakthrough in the stereotyped product. I think so. It is certainly more than enough to use the engineering experience to do monopoly. Because the engineering takes too much time and effort, the inputs and outputs are often not equal.
The Yellow River: I think you have to be very determined, to play out the professional ones and to take the core advantages to the extreme. For example, your core advantage is manufacturing. I just want to make the most of manufacturing, let others come to me, instead of chasing others. In addition, there must be a talented person with a strong sales ability. Finally, we must integrate those old customers and then cultivate new customers with potential or strength. You have to work with your high-end sales team to manage and execute. Because no matter how good people are, when selling a new thing, there are a lot of things involved, especially the manufacturers who sell the project.
Wang Lirong: In the future, Huangjia Lighting still needs a few legs to walk. The project is one of the lines. It is the most fundamental link to ensure the brand value. Enterprises must rely on quantity and profit to ensure profits. Therefore, Huangjia also does other areas. Some pilots and reserves are ready to be promoted in specialty stores and e-commerce.
The Yellow River: Walking on multiple legs is a good thing, but there are a few points to note. Huangjia must do the project as the core, because it has been deposited for more than ten years, and then the store, how should we play? There should be another platform, otherwise she will definitely have an impact and lethality on the project. If the conditions are ripe, it is better to replace the team with a new one. Regarding e-commerce, we must also have another platform. Otherwise, we will only use our left hand to play the right hand. E-commerce, engineering and retail will be able to fight the enterprise. Be sure to be highly vigilant.
Simple network communication is not an e-commerce. Huangjia has no advantage in e-commerce, because the core of e-commerce is cheap and convenient, and engineering is not. E-commerce is a communication, the project will not place an order directly on the Internet. At present, there is no head. If it must be done, it is necessary to engage in a number of cheap and good products to add value to the dealers.
Huangjia's profit model is not in e-commerce, the store must be pushed, the store can solve your problem is cash flow, but the store must also be responsible for. The so-called money is good to do things, with cash flow, everything is easy to do, the premise is that the project must be separated from the monopoly, and the two brands operate.
Huang Jia is now at a crossroads, and decision-making is crucial. Be sure to keep your head clear and grasp your position. Don't panic, you will have a lot of trouble.
Wang Lirong: Walking on two legs is only a matter of mastering the proportion. There are problems of interest distribution and coordination. One is stereotypes, the other is non-standard. How to weigh and rationally distribute and think properly. We are now divided into four groups, and the non-standards are distinguished from the stereotypes.
For the future of Huang Jia, I have enough confidence that Huang Jia has a dream, and this dream is grounded, so I am full of confidence. Looking at our entire market, we know that Huangjia Lighting is very expensive, but expensive, there are many people to buy, which shows that the quality of the product is very good, her value is enough to exceed the price, so the guests will like our lighting.