The status of LED lighting enterprises in China in 2016: fierce competition in the industry

From the opening of the shop to the business enterprise, from Jiaxing to Zhongshan Ancient Town in Zhejiang, Huang Chuan and all the time in front of the lighting road have never stopped. As he said, "the choice of this road, the only way forward, not back." It is necessary to have enough force to face the wind and waves of desire. Brave south to break from Zhejiang to Zhongshan Ancient Town, the deepest feelings of Huang Chuanhe is that the situation and his original idea is too far away. Huang Chuanhe exclaimed: "in Zhejiang Jiaxing sea salt store when the market environment is good, done more smoothly; in the ancient town these years, the pressure and the power of the same." After five or six years of running a lamp, a lantern, and other categories, Huang Chuanhe began to fight the street lights with another three partners. But as the street lights were dominated by government projects, it could not be a brand, and it was difficult to do it in the channel, so Huang Chuanhe decided to turn to business. According to the global LED lighting industry market depth survey and 2014-2018 year investment development analysis research report data show, from 2011 to now five years, Huang Chuanhe frankly, the original in the Zhejiang national light is developing smoothly, and choose to do business photos in the ancient town, this is a bad decision to assess the wrong. But he can be sure that in the five years of the ancient town, the pressure was not small. From the failure of "Climbing" because of the importance of understanding the channel, the national light began to do channel construction when the ancient town was just landed. However, in fact, it is not as smooth as the plan, the national light with nearly 20 million of the funds "smashed" to the establishment of the channel, to the end, but not the expected results. The failure of the channel investment, in Huang Chuanhe's words, is "the result is not even the water flower is not", can be said to him a valuable lesson. In 2016, the national light learned the lesson, thus adjusting the strategy. Give up the original "national network" construction channel, and use the "thunder action" in the way, in half a month to the first Shandong province "sweep". Although the channel costs are relatively high in this way, the effect is better, the next station, "thunder action" will come into Shenyang. A good knife is used on the edge of the knife to face the impact of the two years' market environment, and the profit margin of the product is about 10% from last year. But as the national light magnified the channel area this year, on the basis of several stable points last year - Zhejiang, Shanghai, Jiangsu and Anhui, the Shandong province was increased in 2016. The order of the national light is up 20-30% this year compared with 2015. "Good knives are used on the blade" - the channel strategy that the national light is now taking is to stabilize one province and develop another province. As a result, the cost is saved and the "national net" investment risk has been reduced, and the results have also been achieved. Although the investment in the store is not directly proportional to the income, Huang Chuanhe is indifferent to this. He believes that the benefits of the practice of corporate strategy can be reflected in 5 or 10 years. Without the precipitation of time, there will be no "implication" for an enterprise. To abandon the "price war" industry competition is very fierce, especially in the price of the product. Because of the price advantage, many dealers now choose to take stock in Linyi, Shandong. On the "price war", Huang biography used a word to describe this vicious competition: "there is no cheapest, only cheaper." The consequences of the "price war" can neither guarantee the quality of the product nor guarantee the after-sales service. For this year's product adjustment strategy, he insisted that some old and old products should "eliminate the elimination of elimination", to improve customer loyalty, the quality of the national light must be stable, and then to consider improving the price of products.