In the second half of 2008, the external environment has financial crisis, export decline, real estate shrinkage and other factors; the lighting industry has increased costs, the introduction of new labor laws, narrow sales channels and other conditions. There are government support in foreign countries and policy guidance in China. Some lighting companies have to save costs, some have to increase R&D strength, and some have to improve services. They only revolve around one word: winter.
Has the winter of the lighting industry come? Are you cold or not? Aladdin Lighting Network screened out more than 10 high-end lighting companies for the resources at hand, interviewed the highest-level general manager or sales director, and listened to their views on this winter.
Aladdin Lighting Network exclusive dedication, perhaps we can not bring more effective methods for the winter of the lighting industry, but at least we have been around you, everyone gather together to warm, always let the hope of these two words More accessible.
TCL Lighting Marketing Manager Li Wei
The so-called winter: the big business of the carnival small business of Waterloo
Does the lighting industry enter the winter?
The industry can't talk about winter. It can be said that the lighting industry is shuffling.
In fact, this is a test of the strength of the enterprise. For some companies that are stronger and better, it is a good reshuffle opportunity. For companies that have no R&D capabilities and weaker strengths, it is impossible to say that winter is coming. It should be the end of the era of profiteering and the end of the era of OEM survival. It is impossible to talk about winter.
Winter measures?
For some powerful companies, the current situation is a bit difficult to resist. After this difficult period, some informal enterprises have died, and larger and more formal development opportunities are coming. It is a good thing for big lighting companies.
It can be said that this so-called winter is a carnival for a strong company, and it may be Waterloo for a small business.
The original foreign trade enterprises may turn to domestic competition, but their strength in manufacturing, manufacturing advantages may not be transformed into market advantages, manufacturing is only a small part of the market demand.
What is the impact on the company?
TCL is mainly engaged in the domestic market. Now the country has increased domestic demand, which is a good opportunity for us. The country will stimulate domestic demand in many policies, and some building materials and materials in the later stages of the project will increase. Industry demand, customer needs and choices will also increase. Of course, the requirements for the product will be more stringent.
The plan for 2009?
Have confidence in the development of TCL. In 2009, the speed of development will be accelerated. If foreign brands develop their own brands, the domestic development will be greatly improved.
On the one hand, strengthen research and development, and increase product advantages in technology. On the one hand, focus on personnel training and increase investment. In the difficult times, some companies will cut people. We don't have it. We have to prepare for the next year's development.
Wu Han, general manager of Beibei Lighting (Guangzhou) Co., Ltd.
Winter: It may not end the tightening of the belt in two years.
Does the lighting industry enter the winter?
In the second half of 2008, I felt the atmosphere of winter. This year is quite difficult, especially in the second half of the year. Mainly reflected in the fact that the order has been reduced, basically the order has been produced, but the shipment is delayed, because many foreign projects are postponed or postponed, so the demand for the product is correspondingly pushed back.
When will the winter pass?
Winter has arrived, and this macroscopic form is reflected in both news and reports, and may not end within two years.
Winter measures?
There is definitely confidence in the winter.
The national macro policy is so, although everyone feels nervous but there is no way.
On the one hand, it depends on the government's environment, industry development and regulation; on the other hand, it has advantages in products, research and development and books.
In fact, the big environment is fair, the whole world is this environment, no one will be better. Therefore, for the problem of winter, everyone is always facing the situation, have the opportunity to sit down and talk, whisper, feel comfortable and continue to struggle, it is impossible to solve the problem in one fell swoop.
What is the impact on the company?
Beisi is focused on office lighting, so it looks professional, and it is quite difficult this year under the influence of the big environment.
What is the ratio of foreign trade to domestic sales?
Mainly foreign trade mainly accounted for 7 or 80%. The foreign trade market is mainly in Europe and the United States, so it is greatly affected by the international situation. Domestically speaking, it is relatively stable.
The plan for 2009?
09: Leaning the waistband of the pants. I feel that it should be more difficult than 2008. Mainly in terms of expenses: some plans and plans may be subject to change, and participation in exhibitions, advertising, or some of the events will be cancelled or postponed.
Sun Shiping, deputy general manager of Fujian Yuanguang Yaming
Winter: No need to question the warm sunshine can still be expected
Does the lighting industry enter the winter?
The winter of the industry has arrived, and this is not to be questioned.
The winter of the lighting industry is not incomprehensible. China's economy has been developing rapidly for 30 years, and the world's economy has been rising. This time, the US subprime mortgage crisis triggered a new round of financial crisis, but its emergence is also inevitable.
Reflected in the lighting industry, the feeling of winter is more severe, because the customer base in this industry is mostly in the factory, engineering, the economic crisis brings down the demand, the market shrinks, and it is inevitable that there will be more and more porridge. In the lighting industry, the investment in fixed assets declined, the original engineering market shrank, and the original planned technological transformation had to be abandoned due to insufficient funds. Not only is there such a rumor circulating in the industry, but among the peers I have encountered, there are also many companies that have said that they have encountered difficulties and their days are sad. It is indeed difficult for traditional businesses and dealers to survive.
When will the winter pass?
Winter is not a short-term process. In a year or two, the winter of the lighting industry will not end. But I think we can look for warmth in the winter and look for opportunities from the predicament. You must know that winter is not always rainy, and warm sunshine can still be expected.
Winter measures?
I think the example of the toy factory can give lighting companies a special idea to inspire a toy to produce traditional and low-tech toys such as electronic dogs and dolls. Now there is no order to be made; another company mainly produces robots and other novel ones. High-tech toys, 2009 full-year orders have been filled with the company's own positioning and characteristics will bring different market reactions.
Therefore, the key to lighting companies to spend the winter is to rely on themselves: government policies, bailout tests, etc. can make us more confident, but can not rely entirely on this. It is fundamental that enterprises are self-reliant, relying on technology and innovation to determine their own development foundation.
What is the impact on the source of light Yaming?
The winter of the lighting industry has little effect on the source of light Yaming. On the one hand, our products have gone from the traditional high energy consumption category to the energy conservation and environmental protection type. On the other hand, most of our products are used for municipal engineering at home and abroad, so the sales market is very secure.
What is the ratio of foreign trade to domestic sales?
Our products are basically equal in foreign trade and domestic sales, accounting for 50% respectively.
The plan for 2009?
Input: Source Guangming will continue to increase investment in technology innovation and technology research and development in 2009, and the investment is expected to increase by about 30%. Some of them are invested in technology research and development, and others are invested in marketing and brand promotion.
In 2009, we mainly carried out the standardization of agents. In 2008, we have identified and maintained a group of powerful agents, which have a certain foundation. In 2009, we will focus on training more powerful and more dynamic targets.
Talents: The general technical staff, source light Yaming has not been lacking, and the reserve and cultivation of these people are also very timely. What is lacking is the high-end talents in electronic technology. If there are such talents, we very much hope and demand the addition of such talents.
Mu Chengzhang, deputy general manager of southeast lighting
Winter: short-term shocks will inevitably lead to quality improvement
Does the lighting industry enter the winter?
On the one hand, it is a problem of the big environment, mainly a kind of fluctuation and shock.
On the other hand, the lighting industry is becoming more and more formal, and the lighting industry is slowly moving towards a high threshold. Together with the state's inspection efforts and inspectors, the entire industry will have a short-term shock during the rectification process. After the shock is over, there will be The quality is improved. The qualitative improvement must be accompanied by an increase in quantity. This process will bring some pain to SMEs, and it is only a kind of fluctuation for large enterprises.
When will the winter pass?
This turbulence cycle is related to the external environment. 2009 may be affected for some time. The international macroeconomic environment is there.
Winter measures?
Mainly look at the direction of various aspects of policy and regulation. Domestic policy pulls and foreign macroeconomic conditions such as the financial turm have some impact.
It is said that the State Labor and Social Security Bureau has sent a working group to Dongguan and other places to pay attention to the problem of labor unemployment. The reason should be the introduction of the new labor contract law that we all know, and the company has experienced deviations in its operation. This move allows us to see the state intervening in regulation and supervision.
What is the impact on the company?
To say that no effect is false. However, the overall business impact is not very large, and the growth rate is smaller than in the past. In the same period, there was basically no increase compared with this year, and it was the same as last year. The difference was only a few points.
Southeast Lighting also has its own specific factors affecting this year we moved to a new industrial park, like moving a new home, will have a certain impact on life.
What is the ratio of foreign trade to domestic sales?
More domestic sales, accounting for more than 50%.
The plan for 2009?
I think that 2009 should be better than 2008, at least at the same level.
Some domestic policies have been introduced. After the introduction of the Labor Contract Law, many factors such as the high cost of labor, it takes time to adapt. But it should adapt quickly.
Internationally, the obvious oil price increase in the past period will have some impact, and now it has fallen back. This also represents a certain momentum.
Overall I think I will be better in 2009.
Xu Jie, General Manager of Shanghai Teyou Shi Lighting
Winter: Both export and engineering are affected. First of all, we must ensure that we do not make mistakes.
Does the lighting industry enter the winter?
It must be winter. This is a macro-environment problem, which has a great impact on two aspects, one is export and the other is engineering.
When will the winter pass?
I think the environment and situation in 2009 will be even worse.
Winter measures?
Wintering method: First of all, it is the first step to ensure that you do not make mistakes. Don't owe it, don't owe it, don't blame it, and make sure that you don't make mistakes is the first step to survive.
It is necessary to ensure a balanced financial balance and a smooth flow of funds. Teyous has always attached importance to finance and capital, so the chain of funds is relatively strong. Now do foreign trade, we will collect the goods before shipping.
I think that technological innovation is of little use, because the consumer market is shrinking in the winter, no one is going to consume, and technology innovation and improvement are useless. For the customers we face, their expansion and construction steps have slowed down and will definitely affect us.
What is the impact on the company?
Teyous' products are mainly used in commercial lighting, such as McDonald's, KFC, NIKE stores, etc. The construction of these projects is slowing down or falling, and it is impossible to not affect us. For example, they originally planned to open 48 chain stores this year. Because of the global economic impact, only 20 companies are now open, which will definitely affect us.
What is the ratio of foreign trade to domestic sales?
Foreign trade is relatively small, about 10 million, accounting for 12-20%.
The plan for 2009?
Teyoushi may have adjustments in terms of production scale in terms of personnel changes, but the sales force does not move. The development of sales must also be combined with the big environment. After all, the comprehensive market is shrinking, and the development efforts are big, and the results can only be relative.
Jiamei Lighting Marketing Director Hua Zhongqiang
Winter: We will not improve our three-year development plan within 2-3 years.
Does the lighting industry enter the winter?
This is a big environmental problem. Policy and market demand have led to some internal integration. At the same time, it is also an opportunity for various manufacturers to improve their production, management and operation.
When will the winter pass?
2009: I think it will get worse. It will not improve within 2-3 years. If it is optimistic, it may be slightly slower by 2010.
Winter measures?
The 2008 financial crisis has a relatively large impact on engineering and real estate. Jiamei Lighting is mainly commercial lighting. The projects are mainly large groups or municipalities. Commercial buildings have only been completed for two years, so the overall unoptimistic real estate pattern has not affected us.
Municipal and other projects are national plans, and large-scale units and group projects have been fixed partners for many years. However, as far as the overall situation in the country is concerned, there is still a phenomenon of slowing down and slowing down the plan.
What is the impact on the company?
Jiamei is not worried about this. First of all, our inherent channels are very solid and stable, and the channels are very strong. Up to now, our dealers have been working with us for more than 5 years, and the longest has been 16 years. And there are thousands of stable and long-term cooperation channels. Therefore, the sales network is very stable. The product has high cost performance, good reputation, and has a stable customer base, so it has little impact on sales.
Before May 2008, Jiamei's growth rate was 76%, and the growth rate in the second half of the year was 20-30%. Therefore, 2008 is still a growth trend, but the magnitude may be smaller than originally envisaged.
There is no impact on domestic sales. The introduction of a series of national policies this year, such as the new labor law, may have a major impact on some enterprises that have not been regulated in the past. Our company has always paid more attention to the regulation of personnel management. After entering the company for a certain period of time, insurance and contract Management is very formal, so these policies have little impact on us.
In terms of products, our technical strength also makes us more confident. At the newly participated exhibitions, our product technology is highly praised, and many patents in technology and technology are also our first.
What is the ratio of foreign trade to domestic sales?
Foreign trade ratio: 15-20%.
The plan for 2009?
There should be no major impact on our company. Jiamei has formulated a three-year development plan and will continue to advance according to this plan. There will be no major changes in the actions of investment and publicity. Therefore, in 2009, even if our company does not increase significantly, it will maintain steady development.
Zhen Yang, General Manager of Zhenhui Fire
Winter: The big environmental trend can't escape to determine four development strategies
Does the lighting industry enter the winter?
This is a big environmental trend and the lighting industry will undoubtedly be affected.
Winter measures?
Compared with conventional lighting products, the proportion of fire emergency products is very small, but Zhenhui Fire is able to identify its own positioning, match with big brands, do a good job, and at the same time adhere to its own brand rather than OEM OEM. .
I think other lighting related companies can also learn from it. For example, fully understand the new regulations and new standards of the country, make products better, and make the market bigger; develop some supporting products and diversify production, for example, LED lights are a new opportunity. The lighting market is still huge.
What is the impact on the company?
From the founding to the present 10 years of development, Zhenhui Fire has only produced R&D and sales of fire emergency light products, so that adhering to a path with one-on-one commitment ensures our professionalism. In addition, adhering to the various national standards for production, adhering to quality first, and adhering to technological innovations are also our confidence guarantees.
What is the ratio of foreign trade to domestic sales?
5-10% of foreign trade.
The plan for 2009?
The next brand promotion strategy of Zhenhui Firefighting will be carried out in the following aspects:
First, expand investment in marketing channels, including the establishment of direct sales stores and flagship stores for fire protection products;
Second, find media in the industry, including fire-fighting and lighting media for further cooperation and promotion;
Third, continue to participate in Guangzhou Guangya Exhibition, Hong Kong Lighting Fair and other outstanding exhibitions to further enhance the brand image and open up overseas markets;
Fourth, according to the formulation of some new standards, including meeting all international standards to meet international standards, meeting challenges, mobilizing resources in all aspects to increase product research and development, and strengthening and strengthening talents from the cultivation of talents.
Zeng Tiejian, General Manager of Jingpin Lighting
Industry reshuffle will be better, it is expected to rise in 2009
Does the lighting industry enter the winter?
It may have a certain impact on my business, and it has not yet appeared. I am more specialized, exporting to European customers, mainly in the engineering field. I also talked with foreign customers, and their orders this year have shrunk in the second half of this year. Foreign markets have basically reached a saturation.
Winter measures?
The key is in innovation.
It may be good to go through the shuffle in the winter industry. At present, the technology content of the lighting industry is mixed, especially the material quality is not guaranteed. The customer's resolution is not that strong. I feel that the price is cheap, the two looks look the same, and the material and the strength of the company will not be clear enough.
What is the impact on the company?
The big environment will definitely have an impact, but my sales model has changed accordingly. Exports have definitely declined, and efforts have been made on domestic sales, which has increased from last year. By complementing each other, we will see a slight increase in sales sales this year. It will rise more than in 2007. But also look at the performance of the next two months.
What is the ratio of foreign trade to domestic sales?
Foreign trade accounted for 60% last year, domestic sales accounted for 40%, domestic sales accounted for 60% this year, foreign trade accounted for 40%.
The plan for 2009?
It is expected that the domestic sales will increase in 2009, and the export sales will be greatly reduced. I have a relatively large number of customers in Europe, and they have made such a judgment.
Shanghai Lewang / Bellefu General Manager Le Gang
Really entered the winter in 2009, focusing on developing the mid-end market
Does the lighting industry enter the winter?
I don't think it will really enter the winter in 2009, but it is still just beginning.
Winter measures?
The focus is on expanding domestic demand and doing more work on domestic demand channels.
What is the impact on the company?
The impact on us so far in winter is still relatively small. The World Expo project has given us a basically stable environment and market. In 2008, the business income will be higher. .
And our products are mainly for domestic sales. There are no huge factories, no thousands of employees, no problems with raw materials hoarding. The rise in raw materials will not affect us. Production-oriented enterprises have this problem; the increase in labor costs does not occur in the second half of 2008, so there is no inevitable connection with the impact of the financial turm on the lighting industry.
What is the ratio of foreign trade to domestic sales?
Basically all are domestic sales.
The plan for 2009?
There is no detailed plan yet, so let’s talk about the winter.
Specific to the company's strategy, such as reducing inventory, streamlining staff, more training, and improving employee efficiency and ability.
In the product, we will pay attention to expand the level of products, enrich sales channels, and properly explore the mid-end customer market.
Yuan Jianbin, deputy general manager of Dongpu Lighting
There is no one in the winter typhoon. Look at the big environment and look forward to good results.
Does the lighting industry enter the winter?
I think the real winter is not here yet. Next year is the real winter.
What is the impact on the company?
The big environment is so much like a typhoon. When the typhoon comes, no one is. In 2008, Dongxun Lighting's business was basically flat.
The impact of the increase in raw materials and labor costs is small, and the impact on the industry is not large, and the impact on us is not very large. The impact of these two aspects is much smaller than the impact of the financial tsunami.
What is the ratio of foreign trade to domestic sales?
The proportion of foreign trade is relatively large, and the ratio of foreign trade to domestic sales is about 80% and 20%.
The plan for 2009?
In 2009, we mainly looked at the adjustment of the big environment, which is not unrelated to macroeconomic policies and government actions. We expect the government to issue relevant policies to save the market and bring us greater hope.
In terms of corporate strategy, we will make adjustments to the operation mode, improve the corresponding staffing grades, and select high-end product grades as the mainstay.
Related visits: Interview with 10 engineering companies: Is winter coming? Comprehensive topics:
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