Earlier this year, the author visited a number of Shenzhen LED lighting companies, and gained a lot.
During the visit, the author found that many leaders of the Shenzhen LED companies interviewed changed their minds. Some were changes in market direction, some were changes in product technology, and some were strategic changes. The author will show the difficulties and solutions of Shenzhen LED lighting companies one by one. The following is a conversation between the author and Liang Zhenshi, general manager of a lighting company.
Shenzhen has difficulties in exporting to domestic sales
Ji Liang Zhenshi: In the past two years, many companies have begun to switch to domestic sales, but in the process of switching to domestic sales, product positioning, price, and quality have been dissatisfied. If you go high-end, the quality and value are guaranteed, but the quantity cannot be increased, and the goods cannot be distributed.
Author: Yes. Taking Sidon as an example, Sidon's core positioning is to focus on engineering lighting and earn high profits. In fact, this positioning is similar to Sanxiong Aurora. If today we are to say who is big and profitable, it should be Sanxiong Aurora. Sanxiong · Aurora's positioning has three cores. The first core is a good professional channel and there are many stores in the country. The second core is an engineering channel. The third core is also good at low-end channels. The low-end channel is the hardware channel. The products that can enter the hardware channel are in conflict with the high-end products. Why can he handle it so well? At the beginning his module, the business team's module and workshop are matched, high-end in the high-end workshop, mid-end in the mid-end workshop, low-end in the low-end workshop. Sanxiong Aurora is a miracle, but it does not mean that he has developed as fast as we imagined. In 2014 Sanxiong Aurora also encountered some difficulties in engineering. Sanxiong · Aurora itself started as an electrical appliance, so the stability of the product is relatively high. What are the major difficulties encountered by Sanxiong Aurora in recent years? Sanxiong Aurora had been making energy-saving lamps before, and the inventory pressure was very high during the transformation.
Good corporate positioning
Author: If Shenzhen enterprises want to do a good job in the domestic market, the first is to position, which group is the key to the business of which group is the key; second, which group you lock, the product must go in the direction of that group planning. Shenzhen companies can switch from external sales to domestic sales all at once, and they can do that, then they must differentiate themselves from other companies on domestic channels. If everyone else is doing the whole store output, you ca n’t do the whole store output. What if your product is relatively single? Others place orders for you to ship, of course, so you can't compete with other brands in the region. The output of the entire store has several characteristics: first, the image is very good, second, the marketing is organized, and third, it is exclusive. For example, in a specialty store, if the dealer asks me to sell things, I cannot sell other people's things. In terms of overall sales, we are not as good as the entire store output. In the final analysis, Shenzhen enterprises must do a good job of positioning the domestic market.
Tong Liang Zhenshi: President Huang has always been talking about positioning. I don't know how to grasp the positioning of the company? Enterprises such as Juneng Optoelectronics have been developing for many years. Basically, they are overseas customers. They do OEM and ODM for overseas customers. Generally, customers come with drawings, plans or samples. In the beginning, the company was for economic benefits. It can do any product. The product line is very long. It can do outdoor, commercial photos, light sources, etc. However, it has been ten years since Juneng Optoelectronics developed. OK, what product should be selected now is difficult to choose.
Author: You can do any product, which means that your company has outstanding characteristics. First, you have a large scale. Second, the defect is that each product is well done, but not outstanding.
Liang Zhenshi: So how should the company locate the main project or business license? What qualities and conditions are needed for the main project?
Author: First of all, your manufacturing ability must be strong, this is very important, the project needs to be tailored, that is, non-standard customization. The designer finds you. If you want to make a high profit, you must make a product that is not found on the market. This is called non-standard. The non-standard reflects two characteristics. The first is that I can't see it elsewhere. The artistic tension of the designer is immediately exerted. The second is that I can't do this thing. But there are many types of engineering. If you say that you do n’t want non-standard customization, you want me to make the same product, but it is cheaper than others, then you can, because my scale cost is relatively low, and the quality is better, because if the quality is not good, Maintenance alone allows companies to increase costs. Generally, engineering is not very particular about low prices, because if it is low, manufacturers will say that these products may not be repairable.
Three core modules
Qi Liang Zhenshi: A customer once asked us, what is the main product in China? But we really don't know how to answer this question. At present, companies that do well in the domestic market have product advantages. Product advantages include technical advantages and high cost performance. But not every Shenzhen company's products have technological advantages and high cost performance.
Author: Is there anything bad to answer? There are actually three core modules. The first is the light source, which is the core of Juneng Optoelectronics; the second is the commercial photo, which is another fist of Juneng Optoelectronics; the third is engineering, which is a specialty of Juneng Optoelectronics. Moreover, the manufacturing capability of Junneng Optoelectronics is extremely strong. First, the quality of general products is very stable; second, non-standard products can be customized. Just like NVC Lighting's main business photo, isn't it the others? No, in fact he does better in engineering channels than many companies.
