[Source: High-tech LED 's " LED Lighting Channel" magazine February issue ]
In March, spring is sprouting. With the release of rigid demand, the lighting industry seems to usher in the inertia of “purchasing warm current†after the Spring Festival holiday. In 2012, the lighting, especially the LEDs, was a bit breathless, and their expectations and desires were naturally placed in the first traditional “high season†in 2013. “What is good to sell†has become a short-term proposition that everyone is eager to pursue, but few people are concerned about the long-term strategy of “can sellâ€.
It's no wonder that after all, the reality of survival is in front of you, and in order to survive, it often provokes the "potential" that makes you fear. Just how to develop once the survival line has passed? Is it waiting for it to survive, and further development is also a matter of course without too much advance layout? In the LED industry, I experienced the blind investment boom of the previous two years. Now, with a little rational cooling and many participants still struggling with the “maintenance†and breakthrough, such issues are particularly important.
An old LED business owner complained: Two years ago, under the “advocacy†of the government’s investment in the household registration, the focus of the development of the independent channel was shifted, and a new LED industrial park was established in the area, which was considered to be able to offset the land tax with local engineering orders. The operating costs are accelerating, but who knows is so troubled.
Asked: Why is it "three-year itch?" Answer: The investment in the year was for the energy-saving renovation orders promised by the local government. The orders were there but there were too many vouchers, and the collection cycle was also lengthened due to the government change. In addition, the local industry support is immature, and the construction of the channel that has been slightly improved has also been “weeded by the weeds†because of the shift in development focus.
Another new LED owner vowed: Since then, the OEM/ODM route has been decided, and no longer actively involved in LED channel development. Previously, the company held a "feast" for a period of more than a year. Including a number of marketing "designated actions": the establishment of the marketing team of Guangsha.com, winning the outdoor billboards in the production and sales areas, unifying the image of the specialty stores, implementing the distribution rebate policy, doing a good job in the media relations, etc., and even importing packaging and Testing equipment to meet the needs of increased production capacity.
At the beginning, the winds and fires were not good, because the traditional lighting distribution and inventory points and other strategies were ignored, and the personality characteristics of the LED channels were neglected. The monthly maximum loss was 50,000 to 600,000, which was not worth the loss in one year.
"Happy families are the same, unfortunate families have their own misfortunes." If you use this sentence to describe the current LED companies, it is estimated that it will be rewritten as "happy companies are the same, unfortunate companies are also same". The "same" here is specifically about the attitude of "what is good to sell and sell".
In fact, more than the above two LED companies, most of the traditional LED-converting companies are only seeing the LEDs selling well, but do not know how to sell LEDs. It is often after a round of big leap-forward marketing and channel distribution, and has to return to the product origin and internal combing.
People need to experience to grow up, and companies need to suffer to mature. Of course, this "deficit" can't exceed the upper limit of the enterprise's backbone. Otherwise, it can only be accepted.
There is an allegory in the Western Bible that reads "Exodus" is thought-provoking. After more than three thousand years, I returned to the LED business owner. Different "Exodus" has different end points. Some people have returned home, some have left home. This is an author who can't just use "blindness." And fate" to describe the ending story.
In March, spring is sprouting. With the release of rigid demand, the lighting industry seems to usher in the inertia of “purchasing warm current†after the Spring Festival holiday. In 2012, the lighting, especially the LEDs, was a bit breathless, and their expectations and desires were naturally placed in the first traditional “high season†in 2013. “What is good to sell†has become a short-term proposition that everyone is eager to pursue, but few people are concerned about the long-term strategy of “can sellâ€.
It's no wonder that after all, the reality of survival is in front of you, and in order to survive, it often provokes the "potential" that makes you fear. Just how to develop once the survival line has passed? Is it waiting for it to survive, and further development is also a matter of course without too much advance layout? In the LED industry, I experienced the blind investment boom of the previous two years. Now, with a little rational cooling and many participants still struggling with the “maintenance†and breakthrough, such issues are particularly important.
An old LED business owner complained: Two years ago, under the “advocacy†of the government’s investment in the household registration, the focus of the development of the independent channel was shifted, and a new LED industrial park was established in the area, which was considered to be able to offset the land tax with local engineering orders. The operating costs are accelerating, but who knows is so troubled.
Asked: Why is it "three-year itch?" Answer: The investment in the year was for the energy-saving renovation orders promised by the local government. The orders were there but there were too many vouchers, and the collection cycle was also lengthened due to the government change. In addition, the local industry support is immature, and the construction of the channel that has been slightly improved has also been “weeded by the weeds†because of the shift in development focus.
Another new LED owner vowed: Since then, the OEM/ODM route has been decided, and no longer actively involved in LED channel development. Previously, the company held a "feast" for a period of more than a year. Including a number of marketing "designated actions": the establishment of the marketing team of Guangsha.com, winning the outdoor billboards in the production and sales areas, unifying the image of the specialty stores, implementing the distribution rebate policy, doing a good job in the media relations, etc., and even importing packaging and Testing equipment to meet the needs of increased production capacity.
At the beginning, the winds and fires were not good, because the traditional lighting distribution and inventory points and other strategies were ignored, and the personality characteristics of the LED channels were neglected. The monthly maximum loss was 50,000 to 600,000, which was not worth the loss in one year.
"Happy families are the same, unfortunate families have their own misfortunes." If you use this sentence to describe the current LED companies, it is estimated that it will be rewritten as "happy companies are the same, unfortunate companies are also same". The "same" here is specifically about the attitude of "what is good to sell and sell".
In fact, more than the above two LED companies, most of the traditional LED-converting companies are only seeing the LEDs selling well, but do not know how to sell LEDs. It is often after a round of big leap-forward marketing and channel distribution, and has to return to the product origin and internal combing.
People need to experience to grow up, and companies need to suffer to mature. Of course, this "deficit" can't exceed the upper limit of the enterprise's backbone. Otherwise, it can only be accepted.
There is an allegory in the Western Bible that reads "Exodus" is thought-provoking. After more than three thousand years, I returned to the LED business owner. Different "Exodus" has different end points. Some people have returned home, some have left home. This is an author who can't just use "blindness." And fate" to describe the ending story.
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