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Deciphering the core issues of LED lighting enterprise transformation
The competition in the future LED lighting market will be more and more heated. Only those LED lighting companies that have an advantage in product quality, R&D technology, market channels, and capital stand in the market, as do local companies. Most of the lighting brands, the previous successful path is almost: open investment chambers, press the goods to the big dealers, big dealers to distribute the goods to small dealers; spend money to play TV commercials, find ways to settle in the hypermarket, In conjunction with the opening of some brand flagship stores, product sales performance is generally good, at least from the perspective of brand manufacturers, the goods have gone down. However, the path of the Internet era is obviously different. It is transparent. When the information asymmetry is eliminated, the channels are flattened. Obviously, the traditional practice is difficult to continue, and the traditional enterprises are caught in the infinite entanglement of the successful experience of the past. According to Yubo Zhiye Market Research Center, China's traditional lighting industry started late and was dominated by international lighting giants. If Chinese lighting companies can't keep up with the times, they don't connect with the market, and they don't take the road of LED lighting. Sooner or later, they will be lost. In the vast market, there is only one sigh. Therefore, there will be a large number of traditional lighting companies in the country to establish LED lighting brand company strategic goals, through the original channel resources, gradually achieve the development or transformation of LED goals, such as NVC lighting, Op Lighting, Meite lighting, etc. Some of them are slimming up, working with LED companies to quickly transform. The bosses born in the 1960s are old. Whether in terms of physiology or concept, the trend of rapid change has gradually left them behind. The bosses of the 70s, if they are still stuck, may be hard to follow. The pace of the times; the bosses of the 80s are at the best career age, but still can't get rid of the sense of crisis that is overtaken. Now almost all traditional enterprises have a very serious sense of crisis, that is, everyone suddenly finds no Go to the road sign! I don't know how to transform in the Internet age? How to go in the future? Companies with good profits are worried, and companies with bad profits are more worried. The biggest crisis for enterprises is not the current profit, but whether they can be clearly grasped in the future. To sum up, there are 10 aspects of the core problems encountered by Chinese traditional enterprises in 2014: First, the traditional enterprises are no longer in any industry, traditional marketing can not find the potential, mainly in the capital market. If your business model is still old, production, processing, products, investment, advertising, this set of roads has long been a traditional enterprise, especially large enterprises, and will work with closed eyes. Everyone suddenly felt a sense of fatigue and found that they could not get excited. No matter how successful the training is, it is difficult to stimulate the team's fighting spirit. This is the biggest problem. This is the sign of the poor in the traditional industry. Anything, not afraid of being small, is afraid of no potential. Xiaomi Leijun said that the station is right, the sow can fly to the sky, the wind is the potential, without this potential, the enterprise is a pool of stagnant water, it is very terrible. How to find the momentum of development in full swing is the biggest proposition of all traditional business owners. Second, no transformation, such as death, transformation is afraid of transition to death, this vocabulary has been said to be bad, but these two words really concern the company's life and death. Especially for large enterprises, enterprises with annual sales of over 10 billion rely on traditional channels and teams, and it is easy to transform. Is it moving? It's hard. Nokia's corporate culture, management practices, and patent innovations are among the best in the world, but why are they disappearing? The answer is simple. Nokia and the era of achieving it have disappeared together. For the enterprise, there are two kinds of transformation. The first one is forced to transform. When the problem is concentrated and cannot be solved, it will force the enterprise to transform. This transformation cost is very big and painful, but it must die without surgery. The second type of transformation is a foresight-style transformation. It is a strong strategic insight of business leaders. This kind of entrepreneur is scarce. For example, IBM sold the PC business to Lenovo in the past, that is, when the PC is not worth the money, it is sold in advance. A high price, IBM completed the transformation ahead of schedule, very successful. But such entrepreneurs are also rare in the world. People, often do not want to give up the success and glory of the past, the old plot is human nature, but business can not be in love, Li Ka-shing warned that his son absolutely can not like any industry or business. The time when emotions are often the beginning of failure. Third, the senior executives of traditional enterprises are older. The average age of traditional Chinese business owners is over 40 years old, and the senior executives are over 35 years old. These people have rich experience in traditional marketing, but the problem is that they are not proficient in the Internet. . The biggest obstacle to corporate reform lies in the two individuals. The bottom employees are young people and there is no problem. Executives working in traditional enterprises over the age of 40 may face the risk of unemployment in the next three years and are a high probability event. A business, or a person, often because of what is successful, often because of what failed. Let the boss replace a group of executives, and then introduce a group of young people, who can hold this risk? The consulting company can't, the company itself is shaking. Therefore, this is the contradiction and pain of enterprise transformation. For the newly emerging Internet companies, they have no historical burdens, they can be lightly loaded, and traditional enterprises can not, they carry hundreds of channel distributors across the country, what should I do? This is the most painful place. Fourth, traditional entrepreneurs have no idea about Internet in the network marketing, traditional entrepreneurs are not sure, especially many bosses do not have WeChat or Weibo on their mobile phones, they do not feel a sense of accomplishment and new There is a wall in the middle of things. In fact, traditional entrepreneurs feel right. So far, Internet e-commerce has not yet produced 10 billion entities. Only a few sporadic new companies have done it. For example, Lei Jun’s Xiaomi mobile phone, Tmall and Taobao’s enterprises are mainly self-employed. . If Luhua, a billion-dollar enterprise, is to be transformed, it must tell him the Internet operating model of the tens of billions of dollars. Otherwise, the small-scale network marketing will not stimulate their interest. The 1 billion bet of Lei Jun and Dong Mingzhu is behind the collision of old and new thinking. Lei Jun’s model is the fan economy model; Gree’s model is the traditional industry chain model. I don’t see who wins or who wins. Gree has accumulated a huge amount of wealth, and the tax is 10 billion yuan. If you want to transform, it is too easy. After all, Gree holds the after-sales service system all over the country. This is the Internet. Therefore, Lei Jun can sell mobile phones that do not require services, but it is a bit difficult to sell air conditioners that require after-sales service. I have met a lot of entrepreneurs. They generally have no bottom line in online marketing. Entrepreneurs are afraid to invest in uncertain things. Risk is their first consideration. Therefore, how can an entrepreneur achieve a bottoming out of the Internet psychology? I only have one way to play the Internet and pay for tuition. V. One of the sales channels is wrong. I talk to many traditional business executives about the Internet. A large part of them use the Internet as a channel. For example, the bull socket that I have served in the past has been more than 30 billion from 3 billion in 4 years, and it is the traditional distribution route. is it safe? It's not safe at all, although our concept of a secure socket is very useful in traditional markets, but today's era has made the Bulls dangerous. For example, if Lei Jun finds a high profit in a small outlet and produces a more beautiful design, the ex-factory price is used as the retail price, and the distribution channel of the bull will be ridiculous. This means that the Internet is a sales channel, but Internet thinking is a new business model. As Ma Yun said, traditional enterprises often do not see the Internet model first, then look down on it, and finally it is too late. Many traditional companies are doing this, and the future is indeed very dangerous. Sixth, traditional marketing thinking is deeply rooted in the future, I would like to advise all traditional business people: Do not use the known negative to be unknown. For example, traditional marketing, products need slogans, and need to refine unique sales propositions, which have formed a mindset, especially the graphic design theory is more active. However, we find that the power of slogans in selling products is getting worse and worse. Can you think of the slogan of Xiaomi's mobile phone? Can you recall what the slogan of Apple's mobile phone is? But both brands have become big. There are still many traditional companies doing Internet marketing with traditional thinking, which is a terrible thing. For example, Ma Yinglong made a video advertisement "Ass Joy", put it on the Internet, thinking that it is network marketing. In fact, the traditional can not be traditional, the creative sense is very weak, and the typical traditional thinking creative way. In fact, you don't have to sell on the Internet, but you must use the Internet to sell! What is the Internet way of thinking, that is, the way of thinking with the target group, is C2B, and finally form the fan economy, and establish the company's own fan empire. Seventh, the products are getting worse and cheaper. Everyone is looking online. The three squirrels are selling very fast. The animation of packaging design and the animation of sales language are full of the innovative spirit of the Internet era. In fact, the nuts inside are not the same as those sold on the street. Why are consumers rushing? Because today's younger generation is not buying a product, it is a spirit or a pleasure to buy. Traditional foods are getting harder to sell, especially many traditional food companies with long history, and they are still engaged in cultural packaging. This is to push the company to the road. Chinese and Chinese companies no longer want to sell traditional culture in the past. They can be used as a background for brand stories, and they must not be the first appeal. Liquor is a typical seller of traditional culture. What is the result? Liquor stocks are all swayed by the market, not because of the restrictions on alcohol, but the road to traditional culture has come to an end. Jiang Xiaobai came up with the concept of fashionable liquor, cutting with traditional culture, speaking only to young people, selling hundreds of millions of dollars, so that traditional liquor can not understand. The future must be a creative culture, not a traditional culture. Products must be full of humanity, not self-exaggeration and packaging. The product must become a locust in the belly of the consumer to be successful. Eight or five years of strategic planning lost meaning Vanke said a word in the old age, I never know what will happen on the Internet tomorrow. He said that it is right, the Internet era to do 3-5 years of strategic planning, there is no practical significance, is to lie to yourself. Today, you saw that Alibaba is very hot. It is not necessary for next year, and it is not possible to be replaced by WeChat. Tencent once engaged in e-commerce like Alibaba, but it failed. Today's WeChat has succeeded. Therefore, under the ever-changing changes of the Internet, enterprises can only formulate an effective one-year strategy, and the strategy and tactics change in units of weeks, so as to ensure that enterprises keep pace with the times. Therefore, in the Internet era, enterprises will become more and more tired, because it is getting faster and faster, and the comfortable days of the traditional enterprise era are gone. Therefore, I often recommend traditional entrepreneurs. There are two ways to go in the future. The first way out is to sell the company quickly. Just like IBM sells PCs in advance, it can sell at a price, and it will not be sold in three years. Then, the money is given to young people, and they are their shareholders; the second way out is to take risks and transform themselves, and learn from Yan Shijian. At the age of 80, you can also engage in the Internet. Of course, there are good products. Nine, do not understand the business model of creativity because the Internet world is flat, there is no regional market. In the traditional era, you can also be a regional brand boss. There is no such opportunity on the Internet. Therefore, a business model can only survive one enterprise, which is why Tencent imitates the failure of Alibaba. In turn, Alibaba imitates WeChat, and I am not optimistic. Whether it is possible to directly face the new business model of consumers, I think it is a test of the transformation of all traditional enterprises. The future is the direct selling era, and the channel is bound to die out. Three direct sales models will be popular in the world, Internet direct sales, direct sales of people, and direct sales of community chains. Leaving these three direct sales models, traditional companies have no other way out. From the analysis of the development potential of China's LED lighting industry and the in-depth investigation and forecast report, it is understood that the era of large distribution does not exist in the future, because the existence of the channel is caused by the past logistics and information underdevelopment, and the value of the channel today is gone. Consumers do not pay for channel costs, consumers need to buy at the ex-factory price, which is the value of Alibaba. Therefore, traditional companies must think hard about how your products can reach the consumers who like you directly, and let them love and spread. X. In 2015, the year of testing the boss in 2014, accurately speaking, the second half of the year, let many traditional Chinese enterprises awaken, began to worry, and began to smash, because