Today, commercial lighting is almost equal to Rishi, where is the growth of commercial lighting? This is a common concern of people of insight in the industry. NVC's challenge is to hit the $5 billion target in less than two years and hit the $10 billion target in less than four years. With such a fast speed and such a large scale, NVC must solve the problem of new growth space. Similarly, whether it is the old-fashioned business enterprise in the South China Sea, or the new market such as Sidon and Pins, the “cross-border†such as Opus and Langon must face the same in the face of pressure from NVC. Question? "Where is the new space for commercial lighting?"
Commercial lighting market has grown steadily in recent years
In this context, we have made this special plan, hoping to contribute to the search for "new space" through a "big parade" of a group of commercial enterprises. The results and answers are not important. What matters is that we see the business action! There is hope in action!
Misreading and subdivision When we understand business photos as a collection of products such as downlights, spotlights, light panels, brackets, etc., some say no. Opus Wang Yaohai said: At Op, we only have the division of indoor lighting and outdoor lighting. At present, Op is focused on indoors. “In the past, we focused on residential lighting. In 2005, we started to enter store lighting. Others said that we are doing commercial lighting. In fact, the commercial lighting products they understand are also used in residential lighting. In office lighting. Also used, this will make the market direction of the enterprise confused.†Wang Yaohai has his own views on the definition of commercial lighting. Rethinking that Oupu used to play the home lighting card, NVC hit the commercial lighting card, he believes that it exists to some extent. Misreading and misleading.
“We should return to the needs of users themselves. Different types of customers have different requirements for the light environment. The real light environment experts are able to provide good solutions and earn money for services, but we are now forced to go Selling products, wanting to sell products like cabbage, no profit can not do good service, so the future of commercial lighting should return to service." Industry people pointed out that the current definition of commercial lighting is mostly divided by products, and true commercial lighting It should be to subdivide customers of different business types and provide lighting solutions with their industry characteristics and professional special requirements. From this point of view, Wang Yaohai said that products are only the carrier of services, once we have The perspective of thinking really turns to the needs of customers, and it will be found that the original market space is growing in vain.
Commercial enterprises can position themselves as clothing lighting experts, lighting experts in automobile stores, lighting experts in cosmetics beauty salons, lighting experts in optical shops, lighting experts in jewelry stores, and so on. Once there is positioning, that is, the customer is locked, and it can be made bigger and stronger in one or several industry fields. At present, there are few such enterprises in China. There is a company in Fujian that specializes in the design and development of lighting products around the terminal of clothing brands, providing high-quality services at close range. In the absence of dealers nationwide, tens of millions can be done in one year. Jiufo Electric has a considerable proportion of products in the commercial super-freezer, the market share in this field is as high as 80% or more. The domestic mainstream freezer companies are all named after the nine Buddha products, which is a true freezer lighting expert.
Manufacturing and market
Before 2006, the business circle loved to divide enterprises into two categories: one is manufacturing and the other is market. Many commercial old brands belong to the former, and NVC obviously belongs to the latter. Through this visit, I found that using this concept to look at the business photos this year will obviously make an empirical mistake. First, NVC’s important move last year was to strengthen manufacturing. After the 100-acre Phase I of the NVC Industrial Park was put into operation, 100 acres of the second phase of this year were also put into use. Many of the out-of-process processed products were recovered from their own production, or suppliers were required to move into the industrial park to specialize in their support: this year 3 On the 18th, it was completed in Chongqing's industrial base, covering an area of ​​500 acres. The downlights, grille lights, T4 and T5 brackets were all produced here. Its equipment level has been ranked first in the industry. In addition, NVC purchased 500 mu of land in Linyi, Shandong Province, and is currently carrying out civil works. It is reported that NVC will soon invest in a large domestic light source company. NVC's series of large-scale pens are closely related to the manufacturing capabilities of its core categories. Sidon and Pins, who have a deep connection with NVC, have placed manufacturing in a prominent position this year. Sidon built an industrial park covering an area of ​​150 acres in Huizhou, and moved in May this year. The product will soon be moved to a larger industrial area, and the market-oriented enterprises will increase their investment in manufacturing capacity, which is worthy of attention.
At the same time, manufacturing companies are also beginning to focus on the market. During the visit, we saw a group of old-fashioned commercial enterprises represented by the Nanhai Shangzhao enterprise group, and this year will also embark on the market journey. The thick bottom of the enterprise is their source of self-confidence, and how to effectively expand the market and establish a brand is their shortcoming.
The two-way return and impact of market and manufacturing in 2007 will bring us many wonderful stories...
The market is besieged. "People in the city want to go out, people outside the city want to come in." This is the famous sentence in The Besieged City. This is also very relevant for business photos. This year, companies that originally focused on the domestic market wanted to expand their share of export, that is, "want to go out." The companies that originally focused on exporting want to enter the domestic market, that is, "want to come in." In general, the "want to go out" will not go too fast, but it is a lot of "want to come in" this year. Most of these companies have strong financial strength, excellent quality and strong manufacturing capabilities. Once they enter the domestic market, they have a good appetite. Not small, this is a big attraction of this year's business photo. People who want to come in have to solve a few problems: brands, channels, resources, teams, and operating systems that adapt to domestic business. Some thresholds such as NVC and Sanxiong in the past few years seem to be invisible, once they come in. Now, I don’t feel the pressure brought by these “Kanger†all the time. There are also two kinds of people who are eager to try. That is a group of Taiwanese companies that used to process overseas brands, and a group of people who have always wanted to enter the Chinese market. Famous foreign lighting brands, their entry will make the city's "market" more lively.
Hidden channel and brand chain business NVC has made a lot of contributions to the industry. One thing is particularly outstanding. That is to let the business companies recognize the importance and power of hidden channels. The competition for hidden channels will also become the focus of this year. There are several points worthy of consideration for exploring hidden channels: First, the explicit development of hidden channels. At present, many home improvement companies have begun to pay attention to profit from suppliers. How to systematically and standardly establish business relationships and distribution mechanisms with home improvement companies and designers is a kind of marketing innovation. The second is the flat development of hidden channels. For the scale, the chain of home improvement companies, how to establish a direct business interaction. Perhaps you can receive the effect of Tian Ji horse racing. What we should pay attention to is that the hidden channels are also being integrated, and its speed even exceeds the speed of channel integration in the home appliance industry. Who can say that the home improvement giants like Jin Hao, Ye Zhifeng and Yuan Zhou do not become another day? A kind of "Gome"? ! The third is the individualized development of hidden channels. When everyone is going to compete for hidden channel resources, enterprises should think about where your differentiation is, and that targeted and technically personalized marketing methods are necessary. Here we see the network one-to-one communication room provided by Golden Jazz for designers. It is a good attempt to see Sidon prepare for the professional training of designers and even organize the community of online designers.
Commercial lighting enterprises should pay special attention to the evolution of business models. In the past few years, clothing stores have become the consumer force of commercial products. At that time, clothing brands were at the peak of the development of joining, but the requirements for lighting were not so important now, most of them They are all self-contained by the owner in the local area. This has become a major source of income for NVC's stores in the past few years. In the past one or two years, clothing brands have paid more and more attention to the lighting environment, and their intervention in store lighting has been continuously strengthened. Therefore, the brand Chain business is increasingly important. During this visit, it was found that most of the commercial enterprises have set their key areas of business in East China and South China. In fact, these two regions are also the export destinations of domestic chain brands. The brand chain business is operated by an independent department. NVC is doing it, and even a special clothing lighting company has been established. Weiao has positioned itself as an expert in clothing lighting. In addition to the apparel industry, the expansion of chain brand lighting business in other fields can also be fully processed. This kind of business development is conducive to taking advantage of the point, small and medium, and seeking strength. Philips has refined a new business concept: the wholesale engineering business and sees it as the focus of business growth. The key is to focus on the company's resources to focus on a number of large system companies (such as Sinopec, PetroChina, China Power, Bank of China) and large chain brands (such as Nike, McDonald's, Metersbonwe, etc.), once with their heads The department determines the business partnership, and the system or the derivative business of the system comes along, like wholesale, but basically eliminates competition.
Depth and intensity In China, it can effectively cover 300 to 500 prefecture-level markets and has a nationwide channel influence. This year, a considerable number of enterprises are advancing toward this goal. All merchants will focus their firepower on second-tier prefecture-level cities and wealthy counties. The competition for commercial photos in prefecture-level cities will suddenly increase. The problems faced by enterprises: First, can this level of their own business resources be effectively arrived? Second, whether the strength of prefecture-level city partners can help the brand support a strong front-line position; third, whether enterprises and dealers can launch high-intensity confrontation against competitors. The above three points require enterprises to have both depth and strength in the deployment of business resources. The marketing models, policies, promotions, teams, and engineering responses associated with them are all tested at this level. The competition in the prefecture-level city is the "Kan" this year. It has passed, and there is no hole in the sky; it is not going to pass, it is very hot.
Food chain and class
2007 will be a significant year for Shangzhao enterprises to position themselves in the food chain and to classify their brand enterprises. Companies at the top of the food chain have the ability to dominate and influence the way they survive and profit. Enterprises at the low end of the food chain are basically responsible for earning only the processing profits of the industry, and the ability to control market resources is basically lost. The closer a company is to a customer's resources, the greater the right to speak. This is why more manufacturing companies have started to market with their own brands this year. The role of the core in the future is undoubtedly the consumer or the person who can influence them. The distance from the consumer determines the class status of the enterprise in the industry. The farther away from the core circle, the lower the class status, the easier it is to be marginalized. This indicates that this differentiation is intensifying. In addition to strengthening the ability to penetrate the market to enhance its position, breaking the existing ruling order and re-establishing a business model with customers may be an alternative way to establish a new commercial lighting order. The traditional lighting industry and other advanced industries are in technology and management. The greater the gap in marketing, the greater the possibility of such subversion.
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