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The crisis facing the LED lighting industry
For the lighting industry in 2014, it is not destined to be an ordinary year. Lei X Lighting, after Wuhan, Hubei and Hangzhou, Hangzhou, once again replaced the Guangdong Shenzhen operation center candidates; Yiguang and Wu Zhengyi broke up and the product was acquired by Wei Wei 120 million, the original agent will go where the problem, leaving a lot worthy of us as Illuminating people's thoughtful topics. Twenty years ago, in Guangzhou, there was a group of energetic young people. Everyone had a simple dream. This dream was just to make life a little better. They stepped on the most classic Phoenix parallel bars bicycles, and delivered them in a hardware store on the streets. They grew up in simplicity and changed in the process of growth. Soon, the waves of the Yangtze River pushed forward, and a group of early state-owned light bulb manufacturers fell, and another batch of unconventional private lighting companies were created. This also laid a lot of the current line. The prototype of the brand. A group of discerning young people chose these unconventional lighting companies. They held small hands and shared their hands in the same boat. They developed slowly. They grew up and many of them grew stronger. Most of them now have their own distribution channels and engineering channels, as well as their own decorative channels and their own logistics and marketing teams. While they are enjoying the great fruits brought by the right choices, they are faced with the distress caused by market changes. Under the pressure of various manufacturers to pursue data and pursue growth, the prices of wholesale channels are rapidly flattened and transparent. In the transformation of China's economy, our labor costs are getting higher and higher, storage costs are getting higher and higher, distribution costs are getting higher and higher, and manufacturers are pursuing various growth, while prices are becoming flatter. Many dealers are In the case of meager profit sales, even unprofitable sales, and even some are still selling at a loss. Secondly, due to the internal bad competition of engineering channels for many years, the sales price list of products has become a dictionary for many contractor cost engineers. Thirdly, the retail home improvement channel, the multiple agents in the same area are mutually restrained, the retail price is determined by the manufacturer, and the retail channel is no longer the scent of the competition. Fourth, the advent of the e-commerce era is changing the traditional consumption habits of the Chinese people. The major manufacturers are also busy spending their money to establish their own e-commerce platforms. In all of the above cases, the dealer's worries are self-evident. Mr. Xu, who has a certain influence in the lighting industry in southern Zhejiang, used to be the agent of Wenzhou brand of Lei X brand. Because he was not very obedient, he had to break with Lei X and turned to the agent of West X brand. It was very pleasant to cooperate with each other during the honeymoon period. West X increased sales, Mr. Xu earned profits, and also got rid of Lei X's restraint and control. Then, due to the staged problems of the quality of the West X brand, Mr. Xu had to use the Ray X brand of lamps to cope with the customers again. However, the West X brand immediately forgot the honeymoon sweetness and decided to break with Mr. Xu. Frequent replacement of the brand in the short term, the loss caused to the dealer is incalculable. Huizhou, a potential brand West X original Nanjing agent, has been through the difficult start-up period since the establishment of the West X brand. However, during the respective development period, under the pressure of growth of the manufacturers, the agent finally Can't stand the huge marketing expenses, had to break up with his wife in the lighting industry, and turned into a lantern. Distributors are an important bridge connecting manufacturers and consumers in the lighting industry. But they are very worried, they are very confused. This is not a worry, it is not a sensation. They hope to have long-term stable cooperation suppliers; they hope to have more pricing power and voice in the market competition; they hope to participate in some market decisions; they hope to suggest product development and market positioning; they are eager for new Cooperation model. I think that good cooperation: no longer a big bully business, a big business bully factory. It is a partner of true meaning to each other, and equality and mutual benefit in the true sense. To achieve equal cooperation in the true sense, perhaps only dealers can become the shareholders of the manufacturers, dealers can truly participate in the market positioning, product development. The market needs a good brand to open up, and it needs the real deep resource combination of the manufacturers. In the past, the generation of enterprises may rely on individuals. Today's enterprises must need a good team to achieve, and the future is a resource integration and a comprehensive alliance. Only by holding a group can you better survive the bitter market winter.