Capital chain "life and death robbery" reproduction, LED industry shuffle puzzle when to rest?

Under the background of poor economic environment, the market downturn has become the industry consensus. Many LED manufacturers even believe that the industry has now developed to the "most difficult" period. In fact, since 2015, the LED industry has experienced fierce competition from price wars and product homogenization. Nowadays, "shuffle" has become the key word in the industry. The collapse of pin Yi lighting has opened the curtain of the reshuffle of domestic LED industry this year. Subsequently, Zhongzhou optoelectronics, Zhongshan Tongji lighting, deli optoelectronics and Rui Gu technology announced that bankruptcy caused by poor management. According to the announcement and interview of the above enterprises, its closure is mostly due to the fragmentation of capital chain. Liang Ronghua, an executive director of pin Yi lighting, has publicly responded that pin Yi lighting is a self selected shop. At present, there are serious problems in the company's capital chain and are ready to apply for bankruptcy liquidation. Zhongshan Tongji technology lighting because of poor management, less than 6 million suppliers owed, unable to pay, the company's wages can not be sent out. DELP optoelectronics said that due to overcapacity and triangulation of the industry, the company had difficulty in capital turnover, and decided to clean up and convene suppliers to declare and liquidate debts. Rui Gu technology is unable to get involved in the collapse because of the economic downturn. The failure of the transformation accelerated the reshuffle, though the result was the same, but the reasons for the breakage of funds were different. Among them, pin Yi lighting and Rui Gu technology is the failure of transformation. At the beginning of 2013, the first one from the factory production to the electricity supplier. During the period, the company grew at a speed of 8-10 times a year, from several employees to 180 business teams, with monthly sales reaching nearly 10 million. Last year, product one lighting has announced a high profile double 11 sales that day exceeded 12 million, becoming a dark horse in the field of e-commerce has attracted widespread concern in the industry, and even once referred to as a model of e-commerce marketing transformation and innovation. The glory of this transformation only lasted for more than two years and disappeared. "The failure of pin Yi is a victim of transformation." Wu Yulin, President of Foshan lighting and Lighting Association, said that the development of "Yi Yi" was too fast and lost to quality and service. One product comes from its own factory, the other part comes from the supplier. Its technology is not good enough. There are some problems in the quality. There is no service mechanism under the line. The electricity supplier should have continuity, not only price, but no value. Rui Gu technology has failed in the transformation. Rui Gu technology, which started with modular power, was originally HUAWEI and ZTE, but for various reasons, it quit the ZTE market. Since 2009, HUAWEI has set up a basic product line, which has greatly squeezed the living space of its original power supplier. Second years, Rui Valley Strategic Transformation of LED industry and solar energy. In 2013, Xiao Zhiwei, general manager of rugu technology, said in an interview that the LED market fluctuate in the past two years. The company spent a lot of energy in the field of LED drive power, but the market performance was not as good as expected. Obviously, rugu technology has missed the best development period. Because in 2010, under the policy support, the LED market was developing at an early stage, and the profits were relatively large. Now or never. Once the best development period is missed, the later stage of transformation will be in a long way and can not extricate itself. In recent years, the technology of Rui Valley has been left behind by two power companies such as Ying Fei and sun power. Last year, Xiao Zhiwei also complained to reporters that compared to the communications industry, the price of LED power was too chaotic and the competition was too intense for them to do. There is no doubt that rugu technology has chosen the best period for the transformation of LED, but because of its over reliance on HUAWEI, unable to put down its historical burden and lacking the executive power of thorough transformation, it finally fell on the road of transformation. In the process of business failure, the magic of the capital chain breaks up like a shadow. All along, the majority of enterprises in the LED industry adopt the development mode of price fixing and capacity building. They need huge and lasting financial support. Once a node of a fund is blocked, the whole development mode will fall apart and enterprises will be in danger. Especially small and medium-sized enterprises, without good capital reserves and management strategies, are more likely to encounter the risk of bankruptcy. One of the largest LED manufacturing enterprises in eastern China, Zhongzhou optoelectronics has gone to the stage of bankruptcy reorganization because of its strategic financing failure. Fortunately, its filament lamp technology and resources are still valuable, and it has been bought and reorganized by the 40 million technology of lelda technology. With the reshuffle of LED industry, enterprises with lack of technology will be eliminated first, and some enterprises with capital, technology and strength can still develop rapidly. Under the development mode of "price fixing and assembling capacity" which requires a large amount of capital to support, triangular debts make the space of corporate capital mobilization more and more narrow, which further increases the degree of cash flow of enterprises. DELP photoelectric is dead in excess capacity and industry triangle debt. However, the triangle debt has always shrouded the LED small and medium-sized enterprises. In the industrial chain of raw material suppliers, supporting enterprises, application enterprises, distributors and customers, many enterprises take credit as long as there is a problem of arrears of funds in one link, which may form a triangle debt on the industrial chain. According to the insiders, at present, the LED capacity is seriously oversupplied, and the market competition is extremely fierce. Some enterprises have begun to spell their services, spell the price, and fight for the lowest profit in order to pull customers together, because the profit is very low, so there is not much turnover in the book capital. For half a year, or longer, it may lead to the breakup of the company's capital chain, and the enterprise will sink into the endless recovery. "A lot of enterprise capital chain breaks, in the final analysis, is the blind diversification of its main business. At the same time, the problem of triangle debts aggravated the risk of capital chain breaking. In the view of Lin Jintian, general manager of Sun Yu, the capital chain is the blood of enterprises. Sun Yu ELECTRONICS keeps awake and resists temptation. In line with the attitude of suppliers, we insist on the principle of healthy capital flow priority in customer selection, and resolutely abandon customers who do not abide by contracts. Only innovation can develop in the LED terminal market with excess capacity, and is also shrouded in homogenization shadow: homogeneous product, homogeneous channel and homogeneous price. This leads to LED products killing each other, and the price war is reliable. To this end, businesses complain that their own products are sold next door, and next door next door. How can manufacturers get rid of vicious competition? How do businesses stand out? How can the industry achieve healthy development? "Innovation" has become a major weapon. Undoubtedly, "innovation" means "differentiation", which means "added value", and more importantly, "greater market space". In order to break the embarrassing situation of long-term low profit and homogenization, and strive for survival and development in the market shuffling, LED lighting enterprises continue to intensify innovation, and LED screen enterprises with capital advantages are actively distributing in differentiated operation. In the field of LED lighting, enterprises focus more on product positioning and design elements, focusing on the aspects of appearance, function and concept, and constantly excavate new products such as "OLED" lighting lamps, "health concept lights", "multi-function" lighting lamps, intelligent systems, COB high-power light sources, etc. Channel marketing, is to increase the development of electricity supplier channels, create a new business mode; in the market segmentation, have increased the development of high Maori UV LED, automotive lighting, plant lighting. However, in the field of LED display, the LED display listed companies represented by optoelectronics, leader, Abison and Lehman shares have changed their development ideas, and began to explore new services and profit models. They are looking to high-end leasing, cultural media, sports, finance and other fields. Through cooperative or extensional M & A, we explore the emerging business strategy of "LED display +" and become the "forerunner" of LED display mode innovation. In the tide of the development of the industry, small and medium-sized enterprises have either technological advantages or market advantages, or have customer relationship advantages or have price advantages. All in all, do not blindly follow the big business. We must clarify our position, strengthen our innovative ability and work hard on product quality. In the face of large-scale transformation and upgrading of large enterprises, SMEs must be able to resist loneliness, resist temptation, define their own position, avoid "big and complete" as much as possible, adhere to the "small and beautiful" product line, do not shop too long, identify their own niche market, focus on, take differentiated routes, and prevent blindness. Mu Kuozhang, transformation, and the harm caused by decision-making mistakes.