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The competition in the LED industry is becoming more and more fierce. The first choice for the transformation and upgrading of some lighting enterprises has shifted from LED to e-commerce and operating lighting complex. In the face of a new wave of industrial surges, the transformation and upgrading has become a realistic topic that determines the life and death of many lighting industries in China: it has to be done and must be done well. The reporter recently visited the ancient town and found that in this wave of transformation and upgrading, the hot LED in recent years is no longer the only path of transformation. On the contrary, other channels, such as cross-industry integration, e-commerce, and lighting complexes, are favored by lighting owners.
LED is no longer the only path to transformation
In June, the ancient capital of China’s lighting capital, the car came and went, and it was very lively.
With the recovery of the export market, this southern town has also entered the busiest moment of the year. However, when busy talking about business, a topic that many bosses can't live without is still a transformation. The transformation direction preferred by many lighting company owners today is not a hot LED field that is being rendered right now, but other channels including cross-industry integration and e-commerce.
Wenzhou boss Cai Zhenhua, who has been operating lighting for nearly 18 years, told reporters that many lighting companies understand that the LED field is not a zero threshold that many people thought earlier. This is a very deep industry. It requires not only strong technical support, but also a few years of preparation for burning money.
Perhaps, to combat the confidence of these small and medium-sized enterprises, the stronger and stronger the weaker Matthew effect is now accelerating in the entire LED industry. Since the beginning of this year, along with the rapid recovery of the domestic LED industry, leading enterprises have almost divided the vast number of LED bidding projects, and many small and medium-sized enterprises that are still in the climbing stage can only hope to quench their thirst.
Obviously, along with the rapid development of the domestic lighting industry, the upstream and downstream of the industrial chain have spawned more and more opportunities for wealth creation. The road to Rome is not just a LED.
Getting involved in real estate research and financial strength is more eye-catching
Under the big theme of transformation and upgrading, which channels are the breakthrough directions favored by the lighting enterprises?
The transition from selling lamps to operating lighting complexes can be counted as one of them.
Just over a month later, the deputy general manager of LED China Kyushu City is very busy. Busy, not only because this China's LED industry's largest professional store ushered in the opening, but also because the entire Kyushu City process is accelerating, in order to seize the golden age of the domestic LED industry is about to enter.
Seasonal exposure to the LED industry for only five years, the accumulation of the father in the early stage of the lighting industry, indeed laid a solid foundation for his success. But looking forward to the next 30 years, the season thinks that in order to obtain higher profits in the domestic lighting industry, lighting products are not the best choice. From the perspective of industrial operations, it is more reliable to operate commercial real estate related to the lighting industry.
Indeed, just as China’s LED Kyushu City opened, another lighting store in the ancient town of Taikoo Lighting Plaza was also opened. Behind it, it is a large number of lighting entrepreneurs including Kaiyuan Lighting. After profiting from selling lights, and then gaining greater profits by operating commercial complexes, it has almost become the first choice for the first lighting entrepreneurs in Guzhen.
For these entrepreneurs, the transition from selling lights to commercial real estate is a risky challenge. Success, you can get huge wealth, but once you fail, you will face huge losses. Among them, the most tested is the capital operation ability of the enterprise. More precisely, the most tested should be the eyesight of entrepreneurs.
Just in Jiangmen, adjacent to the ancient town, a light fair covering an area of ​​226 mu, with an investment of over 4 billion yuan and a construction area of ​​nearly 1 million square meters, is already in the midst of hot construction. Behind it, there are a large number of ambitious lighting business owners.
Building a local e-commerce platform
Recently, a hot topic in the domestic lighting media industry is the re-issue of the Guzhen Lighting News. This old-fashioned media, which has been in the lighting industry for more than ten years, has quietly transformed its core in charge at the most glorious moments. Based on the channels established over the past years, it has started e-commerce through capital operation.
Regardless of whether its transformation is successful, but the transformation chosen by the media people who have insight into the industry's opportunities, at least can represent the current mainstream of the transformation and upgrading of the lighting industry. It is also because of the departure of a large number of core backbones that the ancient town government was forced to re-establish a large team to operate the media.
Otto, the most well-known lighting brand in Taobao, was a little-known small business a few years ago. However, after an electric shock, in just a few years, its sales have reached hundreds of millions, and the growth rate has exceeded 280 for four consecutive years.
The lighting e-commerce, who wants to carve up, has already begun to operate capital. Professional teams and professional talents have made the competition of lighting and e-commerce more intense. Although some companies want to share a piece of cake, but because they have no experience and resources, they can only stand by.
Within the Guzhen Town Youth Chamber of Commerce, a number of lighting companies have already planned to raise large amounts of capital to enter the city and build an e-commerce platform for the town itself. Even the ancient town government, this year also proposed to invest 10 million to support the local e-commerce platform. Many well-known lighting companies in Guzhen have invested in the e-commerce field for one year, even reaching 10 million.
Obviously, if you only want to sell a small store in Tmall or Taobao, you can make small money, and making big money is no longer feasible. After all, many companies with foresight have taken the lead.
Combine with redwood to form a new advantage
Whether it is operating a lighting complex or transforming e-commerce, it can only be said that the lighting industry is innovative in marketing. Many lighting companies that still pay attention to the advantages of traditional lighting production, another transformation path is the innovation of product types: cross-industry integration, creating more unique products.
For example, the roots of the ancient town lighting, is the initiator of the root art lamp. It combines the root carvings in the traditional sense with the lighting, creating a precedent for the root art lamps. According to reports, the current roots have successfully achieved a single product breakthrough, opened a lighting home culture museum last year, with root art lights as the main brand pillar, supplemented by mahogany furniture, root carving and other decorations.
Another lighting company in Haizhen, Hailing Lighting, also uses the integration with mahogany products to create a number of unique and unique Chinese lamps. In its pavilion, there are many lamps carved out of traditional wood, including walnuts, ash, and even huanghuali and rosewood. The sales channels of these high-end lighting products are also very broad, and currently cover many domestic high-end hotels, villas and high-end clubs.
In addition to working hard on materials, many lighting companies in Guzhen have also introduced new features in lighting, and successfully found new highlights in transformation and upgrading. For example, the ancient town of Morita Photoelectric Park this year pushed the plant lights.
According to Li Guoxian, general manager of the company, the flowering in the south requires the use of greenhouses. For example, in Chencun, Shunde, there are quite large flower companies that plant orchids or high-end ornamental plants. Before they had a plant light, they used a central air conditioner to control the room temperature. However, if plant lights are used, the temperature of the room is controlled by plant lights. The cost of plant lights is at least 80% lower than that of the previous central air conditioners.
In fact, whether it is Li Guoxian's plant lights, the season's LED China's Kyushu City, or the regional e-commerce platform that Guzhen is working on, it now sends a signal: the transformation and upgrading of the lighting industry, all roads can lead to Rome, LED It is not the best choice.
Multi-faceted and multi-channel integration of LED industry for new development