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.
Contrast can be found that China's lighting industry, in the face of the already mature home appliance industry, is undoubtedly like a minor child. It can be said that the entry of home appliance enterprises will definitely bring great impact to lighting companies, but for the lighting industry, it is a rare opportunity for growth. With the strength of existing home appliance enterprises, the input of resources such as capital, technology, management mode and marketing model is like injecting more fresh blood into the lighting industry, bringing vitality to the lighting industry, and promoting other lighting “professional households†to accelerate their progress. pace.
At this time, some people may have to say that some home appliance companies have entered the lighting industry for many years, but they have not had much impact on the industry, and there is no need to be self-interested. In fact, these new entrants are not immediately familiar with the operational characteristics of the domestic lighting industry, and cannot adapt to the competitive environment of domestic lighting very quickly. Therefore, they will only increase the noise level of the lighting industry in the short term, and will not produce the entire lighting industry. Tremendous influence. However, once it understands and masters the laws governing the operation of the domestic lighting market, its strong financial strength and production capacity will bring huge impact to the entire lighting industry. Coupled with the increasing market cake and the relatively high profitability of the relatively high profits, more and more home appliance companies entering the lighting industry will be the general trend.
What do the three-question lighting companies learn from the home appliance industry?
Looking back at the two lighting companies that have practiced learning in the home appliance industry: Deng Mart, Beijing Huangjia Zuolong, have one thing in common: they are all circulation-type terminal stores. Lamp Mart pursues the land occupation strategy, and Beijing Huangjia Zuolong Lighting is also actively seeking to expand space. Since both of them focus on high-end stores, the store environment, service and management are naturally the top priority in the operation. Therefore, the home appliance circulation predators Gome and Suning naturally become the model of learning or the goal of progress.
The traditional concept holds that the profits of commercial enterprises are not high. In fact, this mainly refers to the traditional commercial enterprises operating in the form of rent. The professional chain is a new format, and many companies with high profitability and brand value have been born, such as the US "Wal-Mart", France "Carrefour", China "Gome", "Suning" and so on. Compared with traditional department stores, chain companies can offer more brand choices and more professional services. More importantly, the purchase and distribution of distribution to reduce costs and form a price advantage is the development trend of the retail industry. This may be because Wang Shunbo, the chairman of Dengmart, has always insisted that he only works as a liquidity enterprise, and does not use the advantages of the network to produce some products and sell them himself.
The reporter was informed that Kaiyuan Lighting recently proposed that it is possible to open a direct sales store in the future. The vision is also to form a terminal network similar to Gome Suning. Although it is rare to hear that lighting manufacturers are asking to learn from home appliance manufacturers, home appliance manufacturers do have a lot to learn.
Mr. Michael Porter, a famous American competitive strategy scholar, is an advocate of global corporate strategic competition. His outstanding contribution is to summarize three profit models for traditional industry and market competition: “differentiation†and “cost optimizationâ€. Focus on a little" for global companies to choose. In the early stage of the development of the industry, due to the small scale of the enterprise and the relatively large market space, the main competitors basically developed and expanded in their own market segments, just like the former home appliance industry. In the early days of the home appliance industry, Haier produced refrigerators, Changhong made color TVs, and the United States did air conditioners. TCL was just a telephone manufacturer. The same is true for well-known brands in the lighting industry. For example, Opus focuses on home lighting, NVC focuses on commercial lighting, and Sanxiong Aurora focuses on engineering lighting. Although with the development of the diversification process, the competitive market of various enterprises will cross and overlap, the original competition pattern will be broken, and the rules of the game will be re-established, but in the early stage of the development of enterprises and even the industry, The road to differentiation and differentiation is still the best choice for enterprises.
In addition, insisting on not fighting the price war is also a collection of many well-known home appliance brands. Su Xianze, chairman and president of Zhejiang Supor Cookware Co., Ltd. said that the price should be paid as a “killer†because the price space comes from the expansion of scale and the decline of cost. Therefore, Supor's way is to continue to improve the performance and price of the product. Dong Mingzhu, general manager of Gree Electric Appliances, said in response to a reporter how to deal with the competition in the air-conditioning industry, "First, do not fight price wars; second, do not diversify; third, the best service is no service."
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