After years of exploration and practice, although there are still many problems, but the Chinese lamps have gradually adapted to the fierce market competition, throughout the production, distribution, sales and service links built up a certain amount of experience, these experiences for domestic enterprises in the within the framework of a broader participation in market activities to develop a more mature development strategy provided a valuable basis. China's lighting companies have to keep upgrading production technology and product quality, increase brand awareness and services, efforts to expand product awareness in order in the fierce market competition foothold.
Since reform and opening up, China's part of the lighting business from scratch, from weak to strong, and gradually worked out a business development for the entire industry experience to draw on. These experiences for the enterprises to improve their own operations to improve the competitiveness of enterprises, reduce the gap with the developed countries is essential business.
First, the product quality is the lifeline of enterprise development. With a gradual basis to meet the market demand, consumer emphasis on product quality increasing, ignoring the quality of products for individual enterprises are facing crisis of survival, while those who had taken note of and take measures to improve the quality of products is constantly expanding enterprise market capacity . To ensure product quality requires enterprises to strictly guard the quality of Tao, set up raw material inspection, semi-finished products inspection, product inspection, final inspection, etc. with a few full-quality inspection checkpoints, the use of advanced testing equipment and a reasonable testing methods to ensure that products from raw materials to finished products are to achieve the highest quality requirements. Based on ISO certification-related requirements, in strict accordance with the standard quality system and continually improve and perfect the enterprise has been in a standardized operation.
Second, the mainstream scientific and technological innovation, market demand-oriented, leading light new concepts. With the increasing competition in the market, the real contest is reflected in scientific and technological innovation, the company has a unique new technology, not only be able to adapt to changing market demands, but also to develop new markets and become the lighting industry pioneer, . In recent years, a number of lighting companies, through constant learning, the introduction of advanced production and testing equipment, technology and innovation as the mainstream, market demand, to produce high-quality, new styles, quality products meet the needs of the consumers, in the current increasingly competitive market environment, they have been in a leading position, leading lighting trends.
Third, the dealers as a whole marketing system in the most intimate partners, and distributors to support mutual cooperation and jointly create a good brand. In recent years, a number of lighting companies do not attach importance to the gradual change the previous dealers bad sense of habit, in the right and the dealer's support efforts, advertising, product development, brand building, maintenance and so on dealer market, are taking strong measures. They provide customers with market information, brand success of the solution to help dealers improve regional competitiveness, support them to become the local market leader in the marketing strategies of these successful vendors and ultimately achieving a win-win and sustainable business results, the short-term within the largest social and economic benefits. At present, the lighting industry, companies have generally adopted a more formal large area of exclusive agency, the small regional exclusive agency and regional agency three kinds of dealer system, these three systems have their advantages and disadvantages, but relatively speaking, large area of exclusive agency system more easily and dealers to share the fruits of development to mobilize the enthusiasm of dealers.
Chinese lighting company's future development road
Strengthen their own technological innovation, improve product quality.
Domestic lighting manufacturers should make early preparations, and to extend the work of raw materials, spare parts production enterprises, organizations, technology research, technological innovation, improving the production assembly process. To establish a recycling economy green awareness, break the green technical barriers. Export enterprises must conform to international green trend, only the "convergence" to "breaking barriers" can really with the world, in the areas of export Buzhi Yu repeatedly encountered "green barriers." With particular attention to critical production control points.
The EU ROHS Directive is the key to the adoption of alternative raw materials and processes, such as the use of lead-free soldering materials and lead-free soldering equipment; making full use of inorganic flame retardants; consider using non-hexavalent chromium (Cr6 +) of the surface treatment process; lithium batteries, nickel-metal hydride batteries to replace nickel-cadmium batteries, etc., to avoid the use of a limited six kinds of hazardous substances; to strengthen the research and manufacture of equipment, materials research, to overcome the excessive reliance on the international market supply. Second, we must pay attention to product upgrades, the creation of independent brands of the product is not irreplaceable.
Product is essentially non-substitutability of consumer switching costs by increasing product strength to achieve the purpose of consumption, which is reflected in the technical and functional advantages. Lighting products export enterprises to upgrade their technology to improve product with high added value, the creation of independent brands and so on for more inputs, more far-reaching consideration of the whole system of lighting industry, the establishment and continuous improvement. Third, we must focus on mastery of core technologies, especially in the light areas of research should be strengthened. This is also the basis of domestic lighting enterprises weaker one, but also the most profitable in the lighting area of the core area.
Many enterprises are currently the Yangtze River Delta is committed to the development and accumulation of light source technology. Fourth, we should focus on the consumption habits of consumers research and guidance. Lighting spending habits of consumers in a constantly evolving, such as the changes in buying habits lead to consumers buying places to buy time, to purchase the number of changes; Another example is the pursuit of consumers of light and color lamp led to the pursuit of consumers from the appearance to the practical changes; are the people on health, environmental protection, energy saving lighting consumption makes the pursuit of turning this area. Only through such an accurate grasp of consumer spending habits in order to develop corresponding products to dominate the market.
Focus on marketing, expansion of market capacity.
One is the high-end boost overall sales. In 2007, the Italian lighting brand MOOLLONA Qilang Asia-Pacific general agent, a royal style of European pure handmade glass lamp, with 109 million astronomical been successfully ordered. Yu Di Yu Christian Dior launch lamp Crystal lamp series Hua-Qi, home to launch ARI series of crystal lamps, are hanging international top brands Swarovski crystal beads in high-end lighting products. Introduction of high-end lighting effectively enhanced the corporate brand image and boost sales of the company as a whole is very large. Decoration ideas as changes in key locations of local bright spot in the individual designs will be required for high-end decorative lighting has become an indispensable part of the overall home improvement. The high-end lighting for corporate image building also play a very important role, combined with China's economic development, high-end market gradually expanded to high-end boost overall sales will be a new marketing tool.
The second is through a virtual channel with interpretation of changes in light. In 2007, Bo Cheng devaluation together to network and virtual environment through the selection of channels for lighting a new model with lights into a virtual terminal. Make the country prosperous industry's network of home improvement vision a grand opening of e-commerce sales will also be upgraded lighting, lighting industry, change channels, this curtain. With the continuous development of science and technology, network technology to be more extensive use of the network equipped with lights, lamps ordered the election will serve as a new channel model escalate. At the same time, more and more buyers of 80 became the main force, and this group to accept new things, ability, and proficient in networking and computer, and dare to try new models are equipped with lights will surely push forward the virtual path to a new level .
Third, we must create a business model can not be copied. Can not copy the business model is actually the greatest manifestation of product differentiation, such as McDonald's "can not allow consumers to wait for more than 30 seconds" requirement, the principle of refinement to achieve a lot of domestic enterprises want to emulate are not imitate the extent of operational model reflects the competitive edge, enterprises can carry out marketing forum, QQ marketing differentiated marketing.
Fourth, together internationally renowned enterprises in the learning and cooperation enhance corporate power. Chinese enterprises must light the process of restructuring in the industry stand to benefit the value chain position, otherwise the result is out of the market by foreign brands. And too scattered, brand concentration is low, emphasis on product price competition will lead to domestic lighting industry's global competitive enough, more difficult to continue. With NVC Lighting, represented by domestic lighting enterprises have realized this point, the introduction of capital, the three major production bases layout, hand GE, lighting the Olympic Games take big orders, preparing for overseas listings, build international lighting brands, domestic lighting industry, the brand Legion adjusted critical juncture in the upcoming strike out, is for the pattern of the next round of competition after the restructuring is to add enough chips.
Lighting industry associations to play a positive role and cope with international trade friction.
Since 2000, the EU against Chinese energy-saving lighting products, light anti-dumping duties; Chinese lighting products will also implement the technical barriers to trade; U.S. exports to China LED lamps to implement the new safety standards. Lighting products developed for the Chinese anti-dumping, technical barriers to trade, security, trade barriers and restrictions and other charges, lighting associations should deal with international trade friction to play a more active role: First, Lighting Industry Association should guide enterprises, the joint Government has been actively response to anti-dumping. Lighting lighting industry trade associations should be required of each member unit of consciously abide by the rules of international trade and safeguard the overall interests of the industry and the market competition order to develop rules to regulate the line at about line units of the various governing conduct of operations, effective in reducing unfair competition, maintaining business interests; Lighting Industry Association would also like to enhance corporate oversight and optimize the export structure of lighting products, the export market diversification, reduce external dependence; lighting industry association should lead the industry association's governing unit of the common anti-dumping law to study and publicize the knowledge, foreign trade and to strengthen the development of self-protection and self-awareness in order to improve enterprise in a short time the anti-dumping capacity, change the passive situation of responding to anti-dumping; lighting industry associations can also be the establishment of anti-dumping fund to be used as enterprises in the training of anti-dumping in the funding and the cost of responding to anti-dumping cases; Finally, the use of "light Bo" strengthen cooperation with foreign-related trade associations and exchanges, understanding of the exporting countries in anti-dumping and related trade laws and regulations on the specific operations and requirements, trade associations come forward to avoid the Lighting Company in the event of anti-dumping cases, the formation of "alone" situation, to play together.
Second, the coordination of Lighting Industry Association's internal operations, breaking technical barriers to trade. Lighting industry associations should actively carry out various technical exchange activities to prevent the occurrence of technical barriers to trade; trade associations should also vigorously promote the lighting industry, standardization of construction, from the fundamental solution to the invasion of technical barriers to trade.
3 is the lighting industry associations to guide enterprises to strictly ensure product quality, to avoid the security barriers. Security in the face of trade barriers in developed countries, there is no need for its head-on, which focused on the quality of products to cross the border. Lighting Industry Association, this is only to guide enterprises to attach importance to product quality, and adhere to the "quality" and "brand strategy" road safety in order to avoid trade barriers. The same time, should actively carry out international certification. From international trade development trends, a country's products into the international market need access to the "pass", that is ISO9000 quality management system certification and ISO14000 environmental management system certification. Through international certification companies and products, means that a good reputation at home and abroad and market competitiveness.
