This article is the speech of Chen Songhui, deputy general manager of Guangdong Sanxiong Aurora Lighting Co., Ltd. at the 2014 High-tech LED Annual Conference “On the Great Strategy of the Industryâ€.
Chen Songhui said that any strategic choice should not be imagined in a vacuum. In addition to conforming to the big trend, it must also be compatible with its own advantages and the stage of development. The goal can be grand, but the road must go step by step.
The following is the full text of the speech:
Dear Dr. Xiaofei, distinguished guests, boss, good afternoon everyone.
I am from Sanxiong Group and I was invited by Dr. Xiaofei to come to the stage to share some experiences with you. In the past few years, due to the arrival of LEDs, the lighting industry is also hot. Facing opportunities and dangers, no matter the people's minds, roads, various conclusions, various transformations and innovations, the market is very lively. At present, the products in the lighting market are also mixed, and increasingly low-priced LED products are flooding the market. However, more and more users have begun to realize that they must choose brands with quality assurance and good service, so they only pay attention to the current profit, regardless of the long-term customer's long-term. The practice of interest is definitely not far in the market. Many companies have great goals, have made a lot of money, and hope to build a brand in the short term. In the future, we will make an ambitious goal of one billion or even several billion. However, after a large amount of capital investment, little gains will be made. The original field is not so beautiful, some companies' annual strategies are changing, the team is constantly changing, and it is repeated, and finally the running tide we saw some time ago. There are many reasons for this. I think that quick success is one of the most important reasons.
The market channel has not calmed down. Recently, O2O has provoked our nerves. For a time, everyone seems to have found an ultimate model. At the same time, intelligent lighting is also flooded with various media. It seems that Chinese companies that are accustomed to price fights are coming soon. A 180-degree turn, from the bitter sea, played a tall, and I am afraid there are more hot spots.
The lighting industry has experienced the impact of two waves of LED and e-commerce. Under the turning point of this big opportunity, the hearts of every illuminator are also trembled. In this situation, lighting companies are also prone to losses, lost in repeated strategic choices, and forget the fundamentals. It has become patience for business management, and has even made some violations of industry rules in the industry. I think that any strategic choice is not to imagine, but also to adapt to the big trend, but also to combine with its own advantages and the stage of development. The goal can be grand, but the road must go step by step, because every thing always has its inherent laws. In fact, there is no shortcut to doing business.
Being so conscious of this will also make the company more realistic and more grounded when setting strategic goals and plans. Therefore, the choice of strategy is very important, but it is more important to build a foundation. Only then, no matter how the industry changes, no matter How bad the economic environment is, you will not be easily hit.
I want to share some of my own experiences:
First, the first step is to train the team of the company. As long as the team has everything, a stable team can guarantee that our plan can be implemented. A healthy team also avoids the risk of co-operation, and a dedicated team makes your business progress, and customers are willing to follow you.
A professional team allows companies and customers to maximize value. How to build a team is very important. It is also a quick way to collect and dig people. But team building is an urgent matter, because different people get together and accomplish common goals, values, and codes of conduct. Go to temper for a long time. Therefore, the team mainly relies on the patience of the enterprise, and this cultivation is the gene of the brand, and it has the fighting power.
Second, making products should be responsible and patient.
First of all, we must adhere to quality. Stick to our bottom line and don't be tempted by the immediate interests.
Secondly, we must choose our own planning and positioning on the product. Now, by the time of relying on two single products to fight the world, users need to provide one-stop shopping, a package of solutions, and the product form of LED. It is not as clear as the traditional ones. For example, the traditional industry is mainly three parts of light source, electrical appliances and lamps. Now LED integrated lamps and LEDs have a very long life, which makes the replacement market for light sources and electrical appliances. Will slowly decline and slowly disappear.
Therefore, the product line of LED lamps is perfect, so that you can go further.
Third, the channel.
Channels also need to be patiently managed. First, what brand of agents can choose to operate farther? This is a strategy and a problem. Even a life and death decision, so they must be compared. Secondly, the company cooperated with the dealers, signed the agreement, and completed the race, but this is only the first step to develop the business. In the future, it will need to deepen the market and also need a longer integration process.
Enterprises should also help dealers to dig deep into the local market, develop users, sort out business processes, and enable dealers to obtain greater benefits in order to continue to operate.
Fourth, the source of customers also needs time to accumulate.
The lighting market has its own characteristics, the purchasing group is diverse, and the purchasing mode and process are also more complicated. From the design and listing of the product to the final use, it is only a few months, and the length is two or three years. The lighting market also has certain professionalism. There is also a need to compare, rational choices, different users have different preferences, and each brand has different customer support. As long as you find the right customer group and set your position, you can form customer loyalty for a long time, forming a habit of repeated purchases.
Finally, what we have to offer is the service.
The establishment of a comprehensive service system also allows us and our customers to enjoy good service in consulting, technical support, lighting design, application experience, supply guarantee and after-sales service.
Users pay a reasonable cost, buy a good quality product for their own, get the best results, they also want to see the actual use efficiency before buying, which requires pre-sales technical support, lighting design and Application experience.
In addition, users in China are often not planned, which requires enterprises to provide supply capacity and satisfaction speed. In the process of using, customers will also encounter some problems in installation and maintenance. So good service is essential.
The above is what I mainly share with you today.
For traditional lighting brands, the time to start a comprehensive transformation of LED lighting is generally late, why is it so slow? In fact, because each company has gone through almost ten years and even decades, it is not easy to turn around, and they need to turn the whole, all the product lines have to be transferred, not one or two products.
However, the traditional enterprises rely on the good foundation, I also saw the entire market, basically the traditional lighting brands established in the market, are basically doing LED. Including the three males? Aurora, after 20 years of development has also laid a good foundation, Sanxiong Aurora has been steady and smooth in the LED products of these years. In 2014, the company's LED sales accounted for about 50%, of which commercial lighting The products are outstanding, reaching 70%. Office lighting products also account for 40%, and we also expect that in the future of 2015, our LED products will account for about 65%.
Ladies and gentlemen, we are experiencing a big era of LEDs. The lighting pattern in China and even the LED pattern in the world are changing. As long as we stay awake, stay calm, take advantage of the situation, and persist in our patience, let us There must be a world of our own.
Chen Songhui said that any strategic choice should not be imagined in a vacuum. In addition to conforming to the big trend, it must also be compatible with its own advantages and the stage of development. The goal can be grand, but the road must go step by step.
The following is the full text of the speech:
Dear Dr. Xiaofei, distinguished guests, boss, good afternoon everyone.
I am from Sanxiong Group and I was invited by Dr. Xiaofei to come to the stage to share some experiences with you. In the past few years, due to the arrival of LEDs, the lighting industry is also hot. Facing opportunities and dangers, no matter the people's minds, roads, various conclusions, various transformations and innovations, the market is very lively. At present, the products in the lighting market are also mixed, and increasingly low-priced LED products are flooding the market. However, more and more users have begun to realize that they must choose brands with quality assurance and good service, so they only pay attention to the current profit, regardless of the long-term customer's long-term. The practice of interest is definitely not far in the market. Many companies have great goals, have made a lot of money, and hope to build a brand in the short term. In the future, we will make an ambitious goal of one billion or even several billion. However, after a large amount of capital investment, little gains will be made. The original field is not so beautiful, some companies' annual strategies are changing, the team is constantly changing, and it is repeated, and finally the running tide we saw some time ago. There are many reasons for this. I think that quick success is one of the most important reasons.
The market channel has not calmed down. Recently, O2O has provoked our nerves. For a time, everyone seems to have found an ultimate model. At the same time, intelligent lighting is also flooded with various media. It seems that Chinese companies that are accustomed to price fights are coming soon. A 180-degree turn, from the bitter sea, played a tall, and I am afraid there are more hot spots.
The lighting industry has experienced the impact of two waves of LED and e-commerce. Under the turning point of this big opportunity, the hearts of every illuminator are also trembled. In this situation, lighting companies are also prone to losses, lost in repeated strategic choices, and forget the fundamentals. It has become patience for business management, and has even made some violations of industry rules in the industry. I think that any strategic choice is not to imagine, but also to adapt to the big trend, but also to combine with its own advantages and the stage of development. The goal can be grand, but the road must go step by step, because every thing always has its inherent laws. In fact, there is no shortcut to doing business.
Being so conscious of this will also make the company more realistic and more grounded when setting strategic goals and plans. Therefore, the choice of strategy is very important, but it is more important to build a foundation. Only then, no matter how the industry changes, no matter How bad the economic environment is, you will not be easily hit.
I want to share some of my own experiences:
First, the first step is to train the team of the company. As long as the team has everything, a stable team can guarantee that our plan can be implemented. A healthy team also avoids the risk of co-operation, and a dedicated team makes your business progress, and customers are willing to follow you.
A professional team allows companies and customers to maximize value. How to build a team is very important. It is also a quick way to collect and dig people. But team building is an urgent matter, because different people get together and accomplish common goals, values, and codes of conduct. Go to temper for a long time. Therefore, the team mainly relies on the patience of the enterprise, and this cultivation is the gene of the brand, and it has the fighting power.
Second, making products should be responsible and patient.
First of all, we must adhere to quality. Stick to our bottom line and don't be tempted by the immediate interests.
Secondly, we must choose our own planning and positioning on the product. Now, by the time of relying on two single products to fight the world, users need to provide one-stop shopping, a package of solutions, and the product form of LED. It is not as clear as the traditional ones. For example, the traditional industry is mainly three parts of light source, electrical appliances and lamps. Now LED integrated lamps and LEDs have a very long life, which makes the replacement market for light sources and electrical appliances. Will slowly decline and slowly disappear.
Therefore, the product line of LED lamps is perfect, so that you can go further.
Third, the channel.
Channels also need to be patiently managed. First, what brand of agents can choose to operate farther? This is a strategy and a problem. Even a life and death decision, so they must be compared. Secondly, the company cooperated with the dealers, signed the agreement, and completed the race, but this is only the first step to develop the business. In the future, it will need to deepen the market and also need a longer integration process.
Enterprises should also help dealers to dig deep into the local market, develop users, sort out business processes, and enable dealers to obtain greater benefits in order to continue to operate.
Fourth, the source of customers also needs time to accumulate.
The lighting market has its own characteristics, the purchasing group is diverse, and the purchasing mode and process are also more complicated. From the design and listing of the product to the final use, it is only a few months, and the length is two or three years. The lighting market also has certain professionalism. There is also a need to compare, rational choices, different users have different preferences, and each brand has different customer support. As long as you find the right customer group and set your position, you can form customer loyalty for a long time, forming a habit of repeated purchases.
Finally, what we have to offer is the service.
The establishment of a comprehensive service system also allows us and our customers to enjoy good service in consulting, technical support, lighting design, application experience, supply guarantee and after-sales service.
Users pay a reasonable cost, buy a good quality product for their own, get the best results, they also want to see the actual use efficiency before buying, which requires pre-sales technical support, lighting design and Application experience.
In addition, users in China are often not planned, which requires enterprises to provide supply capacity and satisfaction speed. In the process of using, customers will also encounter some problems in installation and maintenance. So good service is essential.
The above is what I mainly share with you today.
For traditional lighting brands, the time to start a comprehensive transformation of LED lighting is generally late, why is it so slow? In fact, because each company has gone through almost ten years and even decades, it is not easy to turn around, and they need to turn the whole, all the product lines have to be transferred, not one or two products.
However, the traditional enterprises rely on the good foundation, I also saw the entire market, basically the traditional lighting brands established in the market, are basically doing LED. Including the three males? Aurora, after 20 years of development has also laid a good foundation, Sanxiong Aurora has been steady and smooth in the LED products of these years. In 2014, the company's LED sales accounted for about 50%, of which commercial lighting The products are outstanding, reaching 70%. Office lighting products also account for 40%, and we also expect that in the future of 2015, our LED products will account for about 65%.
Ladies and gentlemen, we are experiencing a big era of LEDs. The lighting pattern in China and even the LED pattern in the world are changing. As long as we stay awake, stay calm, take advantage of the situation, and persist in our patience, let us There must be a world of our own.
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