Where is the future of Guzhen Lighting Enterprise?


If you want to ask, what is the company's decision to win the future? I believe that almost 100% of people will answer: Only by doing brand can we set the future; if we ask again, what kind of road should the company take in the future? Believe the answer is still: take the brand road. No one would doubt that branding is the way out for the future of the company.

However, in today's ancient towns, more than 5,700 large and small lighting and lighting companies, how much can really be called the brand? How many brands are crumbling on the road of rapid growth in the industry? If in another three or five years, how many brands will be able to laugh at the market? This is a serious issue facing the Chinese lanterns and most of the lamps and lanterns enterprises.

Ancient town enterprises face severe challenges

Yao Xiaohong, the president of Xingbang Industry and the editor-in-chief of Guzhen Lighting, pointed out that there are currently more than 5,700 lighting enterprises in Guzhen, which is six or seven times higher than in 2002. The Guzhen Lighting Industry Cluster has created a good business environment for the ancient towns and surrounding enterprises. The resources at home and abroad are concentrated here for the enjoyment of ancient town enterprises. This is an advantage that companies in other regions do not have. The convergence of information flow, capital flow, and logistics has greatly increased the attention of the outside world to ancient town enterprises. However, in the stage of industrial upgrading, Guzhen enterprises are also facing tremendous pressure: the phenomenon of corporate follow-up is still very serious, product homogeneity is serious, brand differentiation is not obvious, and the brand awareness of enterprises is not strong. Many enterprises are still sitting in the store. The guest came to the door and was completely passively sold. The rapid rise of enterprises in Foshan, Huizhou, Dongguan and even the Yangtze River Delta has caused greater impact and survival pressure on the lamps and lanterns enterprises.

The lighting and lighting industry has gradually entered the stage of shuffling, and the ancient town enterprises are facing severe challenges.

Individual companies need to upgrade

What did the enterprises in the old town rely on to make money?

“In the past, the enterprises in the ancient towns were able to make money, which was the result of the lighting industry cluster in Guzhen.” Wu Zheng, a famous marketing expert, said that he was in a hurry. In the stage of product competition, Guzhen enterprises are based on the center of industrial clusters, have good port positions, and have good product styles, which will basically benefit successfully. The formation of the lamp industry is the product of the development of the lighting industry to the relatively mature stage of product competition. Under this premise, the choice of the development of the ancient town has the advantages of time and place, and small enterprises can also succeed.

"However, this kind of environment and atmosphere may not be able to exist for a long time. 1 Wu Zheng? Pure Concubine governance? For the future survival and development, not only the entire industry needs to be upgraded, but also individual enterprises need to be upgraded. Since 2003, Opp has been The representative enterprises began to build channels. This model has brought great challenges to the business. At present, channel construction and brand building have become an inevitable trend of industry development. The output value of some enterprises can be multiplied. Results.

Wu Zheng? 椿 觯 觯?? Lights and surrounding enterprises should be awake to understand the current industry competition situation: First, the development of large enterprises is growing, the pace is getting faster and faster, gradually opening the distance from the general enterprises Second, foreign trade and foreign-funded enterprises are transferred to China, which has intensified competition. Some foreign-oriented Taiwanese companies have begun to pay attention to the mainland market. Their cost control and production capacity are very strong. These companies will compete for the domestic market and will likely change the current competitive situation. Third, there is still a kind of “going in the industry”. The trend of ancient towns and towns, many enterprises, especially some well-developed enterprises to find a foothold in the surrounding areas of ancient towns, this has a great impact on enterprises that rely on doing business in the ancient town.

"Under this situation, if you are still discussing whether you want to be a brand, such a company will become more and more difficult in the future. Brand building is the future way for enterprises." Wu Zheng?

Government media work together to help companies make brands

Some people may ask, the brand can not be built overnight, and the financial strength of SMEs is limited, so where do you talk about branding? I believe this is the true voice of most companies.

Then, if the government and the media form a joint force, jointly help the company to start the brand? The Light Expo is the platform for the government to build for the ancient town enterprises. Wei Jiajun, deputy general manager of Dengdu Exhibition Co., Ltd. pointed out that so far, this year's Lantern Expo has completed 88% of the investment, and a total of 398 companies have signed up for the exhibition. Well-known companies such as NVC, Op, Huayi and Qilang are exhibiting. The Guzhen Town Government has invested a lot of manpower, material resources and financial resources to build an exhibition platform. The purpose is to invite guests to come and help the company. President Yao Xiaohong also believes that the Guzhen Town Government Office Light Fair will be “building a nest to attract phoenix” and the second is to integrate resources for enterprises. The ancient town government has a good intention.

If the Light Expo is to let outsiders come to the ancient town, the "China Lights Specially Recommend Brands" campaign is to help companies out of the ancient town. In response to the branding problem of most small and medium-sized lighting enterprises in Guzhen, the Guzhen Town Government decided to jointly launch a batch of “Chinese lamps are special” by the Light Expo Fair Preparatory Committee, Guzhen Lighting Appliance Association, Zhongshan Wenzhou Chamber of Commerce, Sichuan Chamber of Commerce and Guzhen Lighting Newspaper. Recommended brands", widely publicized throughout the country, and listed in the terminal store, to help companies build brands, enhance the industry status of the lamp brand, and better protect the development of the company.

The future of the lamp industry needs a lot of brand names to support, and companies need to establish the future with brands. The two complement each other to jointly maintain the long-term status of China's lamp capital and the long-term future of the company.




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