Interpretation of the LED lighting industry and the space for small businesses to survive?

The ancient town of the lighting industry is highly clustered (in fact, the Pearl River Delta region, which is centered on the ancient town, is a lighting industry cluster area), and the entrepreneurial threshold of the electric iron + screwdriver has not changed. What remains unchanged is the passion of generations of entrepreneurs. However, this is not the case, the lower entry threshold is more and more difficult to achieve wealth dreams. In the manufacturing industry, it is rare to get rich overnight (except, of course, through the listing of money), in the current industrial products are extremely rich, the growth of industrial growth is already the situation. As a manufacturer of lamps (conventional lighting + light source) industry, it is also facing a slowdown in growth. Under such circumstances, in fact, the threshold for the entry of the lighting industry has been invisibly elevated, and SMEs are faced with many problems such as production costs, product quality, product prices, sales channels, and sales profits. Large-scale production with production, quality, brand and sales outlets as the main features shows strong market competitiveness. After the LED is gradually becoming bigger and stronger in the lighting industrial area outside the ancient town, the ancient town of Dengdu is still going to continue to plow in the field of lighting corresponding to the light source. I personally think that: LED is technology + capital + channel industry, and lighting is production + channel industry, the industrial property of lighting industry is industrialization mode, applicable to industrial thinking, including standardization, standardization, scale and controllability. The standardization, standardization and controllability of production under the industrialization mode have been applied and played in all aspects of the lighting industry of Guzhen, including upstream and downstream supporting enterprises and finished products, and its scale is manifested in two aspects: It is the scale of the industry in the whole industrial area (data shows that the ancient towns account for more than 60% of the global lighting production), and second, the structure of some leading enterprises in the production area has been formed. The characteristics and status quo of this large-scale production are: large-scale leading enterprises have large output; stable quality; high brand awareness and brand premium; the number of channels is large and sound (the channel here refers to the outlets from top to bottom according to the administrative level). Distribution); procurement costs, production costs, and circulation costs are relatively low (but management costs will increase accordingly); the strength of independent design and development of products; the penetration and bargaining power of municipal and large-scale projects. Large-scale production and large-scale enterprises (only in terms of production in the industry) will have trends in the following direction: joint or combination in the production field; joint or combination in the sales field; multiple business focus and change channel model. The combination or combination of production areas is: production chain alliances may be formed in production, shared upstream supply channels (which will jointly expand a certain upstream supplier), technical exchanges and cooperation alliances, etc. Cooperation in the field of sales: Through cross-border investment by jointly contributing to the construction of the production area, mastering the channel and terminal resources, and realizing the sales of its own products. In the future, the production area of ​​the production area will have a tendency to penetrate into the sales area, build a store in the sales area or cooperate with the local store to invest. The multiple influences of the business focus: large-scale enterprises will have multiple identities and functions in the future (this multiple identities and functions are realized by the companies they invest in). In the future, the operating focus of large-scale lighting companies will be diversified: The company directly manages the production and sales of its own enterprises to the operating stores, the customers who operate in the stores (that is, other production enterprises), and the customers who operate the terminal stores (ie, distributors). With a large number of sales channels and merchant resources, large-scale enterprises will also lead channel changes according to market changes (the driving force for this change may come from the external environment, such as the impact of the Internet on sales, and this change is likely to be subversive) . In addition to lighting, in the field of light sources (currently mainly the mainstream LED light source), scale is an irresistible advantage. This is also the reason why some LED companies with strong capital, core technology or key technologies and large production capacity are playing in the industry. Compared with large-scale LED companies, LED companies with less capital, no core and key technologies, small production capacity, and all or most of the parts purchased will become more and more difficult to develop. Some of these companies are traditional lighting companies, and their main reason for entering the LED industry is: fear of being abandoned by the market in the LED tide. As a result, it may be a fatal blow to the original lighting production and operation due to the tightness or breakage of funds caused by investment in LEDs. At a forum of this year's Guangya Exhibition, one speaker persuaded: those who do not understand LED should leave the LED industry as soon as possible. This is a bit reasonable.

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