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Editor's note:
Many people are talking about "resource integration" and companies are talking about it. However, we find that the whole process is the tossing within the industry, and the structural adjustment and improvement of the upstream, midstream and downstream industrial chains. When we look at the entire social market economy system, we suddenly discover that the lighting and lighting industry is simply an untapped virgin land with unlimited potential. As a result, a lot of capital and manpower have entered the industry and formed an open resource integration state.
We need experience. How does social resources enter the lighting and lighting industry? Social resources, such as the household appliance industry, are “invasiveâ€, which is a blessing for the lighting industry. In turn, how does the lighting and lighting industry learn to integrate social resources? These are propositions with far-reaching historical significance.
Through the following articles, perhaps we are inspired, can give us a way of thinking.
After the opening of more than ten chain stores in Chongqing and Nanjing, Deng Mart entered Shanghai in a big way and won 15,000 square meters of Yibang. The “Gome†of the lighting industry opened up the land occupation strategy; Beijing Huangjia Zuolong is also almost At the same time, the goal of the future is to create a "Gome" model in the lighting industry.
As the “leader†of China's marketing industry, home appliance marketing is called “the highest level of local marketingâ€. It has made many Chinese marketing circles shine with many large-scale marketing planning events, which has affected a large number of colleagues who are in the same business. . For a time, the home appliance industry and the home appliance industry model became more and more a model for lighting companies to learn. However, the predators of these home appliances industry are not idle, Haier, TCL, Xoceco, Long, Chint and so on have entered the lighting industry. What do they bring? Opportunity? Experience? Or impact?
When asked about the lighting industry, the blue ocean of home appliance companies?
China's existing more than 10,000 lighting companies, along with the rising prices of raw materials, the appreciation of the renminbi and other factors, the competition is increasingly fierce, the industry is facing the sound of shuffling, vying to find the blue ocean of enterprise development. As everyone knows, it is more urgent for home appliance companies to find the heart of the blue ocean.
China's home appliance industry has experienced product competition, channel disputes, price disputes, concept disputes, terminal disputes, service disputes, brand disputes, and basic integration, Haier, Changhong, Hisense, Midea, Galanz, TCL A large number of enterprises, such as Gree, Konka, and Xinfei, each have the advantage of forming a single product or multiple products. I thought that the dispute should come to an end, who knows that on September 25, 2006, the China National Standardization Association announced the introduction of the industry standard recommended by Haier's "U-home network appliance" standard - the CAS standard, which is The world's first universal standard for complete sets of appliances. For companies such as Xinfei, Konka, Little Swan, Gree, etc., the implementation of the CAS standard will undoubtedly have the risk of declining the influence of consumers, thus attracting opposition from many home appliance companies. However, in the face of the fait accompli of the standard, many companies can only face it.
Faced with so many strong rivals, more and more home appliance companies are beginning to think about their own way out. A person in charge of a new home appliance company that is planning to enter the lighting industry admitted to the reporter that the home appliance industry has reached its peak. The scale of a factory has almost reached the scale of a town. It is difficult to make breakthroughs in the field of home appliances. Must find new areas. The lighting industry is still far from mature; the strength of existing lighting companies is not very strong; the gap between first-line brands and second-line brands is too large, which provides opportunities and conditions for home appliance companies to enter. At this time, we have to tell the dealer that it is not a matter of missing NVC, Opp, and us.
It is in this context that we have seen more and more manufacturing companies such as TCL, Xoceco, Chint, and Dragon enter the lighting industry one after another; on January 22, 2006, Yongle’s first professional lighting store in Shanghai Yongle The Qibao Store opened and officially announced that the home appliance enterprises in the circulation field entered the lighting industry. After Yongle was acquired by Gome, rumors that Gome and Suning intend to enter the lighting industry were also heard.
Second question, impact? Impact?
Let us first look at a set of data: China's lighting industry probably has more than 10,000 lighting companies, the annual output value of the industry is 160 billion yuan, that is to say, the annual average output value of enterprises in this industry is less than 20 million yuan. Turning around to see the home appliance predators: Haier brand value of 48.9 billion yuan, annual sales of more than 100 billion; TCL 2006 brand value of more than 30 billion yuan, sales of 46.855 billion yuan; Dragon's group assets of 800 million, annual sales of 20 More than 100 million yuan ... and the largest sales of Foshan lighting and sunshine lighting in our lighting industry is less than a billion.
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