The thriving market, the confused manufacturers, the swaying LED rivers and lakes, everyone is exploring the road to transformation and change. As a leader in the lighting industry, Wu Changjiang, president of NVC Lighting Holdings Co., Ltd., has received much attention. This article reorganizes Wu Changjiang's remarks about NVC Lighting and the current development status and future development of the LED lighting industry, and shares it with the industry.
What is the most missing LED? The head of resource integration is in front of the public, Wu Changjiang does not show his extreme love for LED.
The LED era has arrived. In the next three years, or even five years, LEDs will explode, and a large number of traditional lighting sources, such as shopping malls, hotels, schools, hospitals, etc., will face transformation and replacement. At a recent energy conservation forum, Wu Changjiang, president of NVC Lighting Holdings Ltd., said.
In Wu Changjiang's view, energy conservation is an inevitable trend, but it is also a concept. However, the industry is not to be fooled, it is about economic and social benefits, and this is also a trade-off factor for whether NVC lighting has entered the new field. He admits that in the past few years, NVC Lighting has closely focused on LED lighting, but is not eager to bring products to market. In the face of many government procurement projects, NVC also put the ugly words in front, selling LED products, one does not play NVC brand, and second does not guarantee quality.
At that time, the technology of LED was not mature, and the light decay was serious. Some LED street lights did not light up after two or three months of installation. Where the LED street light is installed, the crime rate is high. Because the lights are broken, crimes such as robbery and robbery are easy to happen. Wu Changjiang’s joke attracted a sneer, but he once again stressed in laughter that business transactions must consider the importance of economic and social benefits.
Since last year, the LED industry has developed by leaps and bounds, technology has matured, costs have been declining, and the price of lamps has become more and more popular. The prices of LED bulbs and T8 lamps are close to traditional lighting fixtures such as energy-saving lamps. Wu Changjiang believes that LEDs The time to replace traditional light sources is ripe and even imminent. The transformation of NVC Lighting also shows its consistent speed and passion. In December 2012, NVC and Dehao Runda were married. Dehao Runda announced that it will acquire a total of 20.05 shares of NVC Lighting for a total price of approximately 1.34 billion yuan. On August 28, 2013, the two parties jointly invested in the establishment of LED packaging factory in Huizhou. NVC Lighting is laying out LED lighting with a large open and large hand.
LED industry does not lack technology, no shortage of funds, what is lacking is the head and thinking of resource integration! Wu Changjiang throws his words. At the moment when LEDs are hit by hurricanes, resource integration has become an important means of adjusting the layout of NVC lighting strategy. Nowadays, the ability of resource integration has become the core competitiveness of enterprises, and the courage and wisdom of entrepreneurs are also considered in the choice of partners.
At present, the sales ratio of NVC lighting LED products has reached more than 30; in 2014, NVC lighting LED sales share will reach 50 or more of total sales. Wu Changjiang, after strong cooperation with Wang Donglei, is extremely confident in the growth of LED performance of NVC.
According to GSCresearch, the market penetration rate of LED lighting products will reach 15-18 in 2013. With the continuous improvement of the cost performance of LED lighting products, the rapid growth of LED lighting terminal applications is beginning to emerge. At the same time, however, the cold wave of corporate closures, the excessive dependence of listed companies on government subsidies, and the lack of bottom-line price competition, have cast a shadow over the entire LED industry. Half is an iceberg and half is a flame, perhaps the most appropriate description of the current LED industry.
For the current situation of mixed products in the industry, Wu Changjiang cited examples of energy-saving lamps. In the early stage of the promotion of energy-saving lamps, some enterprises attacked the chickens for low-term benefits, and the low-quality and low-priced products hit the market, eroding the confidence of consumers, making the energy-saving lamps support the government's subsidy policy in the past few years, and the popularization effect is still not satisfactory. He said that the LED industry should use this as a guide to strengthen product quality.
The future enterprise competition is the competition of comprehensive strength, including technology, team, brand, capital, channel and other resources. The brand is not built by a plan, a package, a concept, and so on, but it needs long-term persistence, quality, and service. In the process of persistence, we will encounter many temptations. Can we resist these temptations? At the same time, there is no emergency response to one-sided pursuit of popularity and neglect of reputation and loyalty. In the eyes of Wu Changjiang, the brand is not mysterious, the brand spreads the culture, the consumer is the consumer confidence, and the channel is actually the network.
In response to brand building, Wu Changjiang also made a very vivid metaphor. Let us call it Wu's theory of building.
If our goal is to build a 100-story high-rise building, then the first thing we have to think about is whether there is enough money? Where does the money come from? Second, ask if there is a professional team? If you are looking for a group of migrant workers who have only seen three or five floors of skyscrapers, and have not seen hundreds of high-rise buildings, then the beautiful drawings and plans are difficult to implement; third, consider the supply chain. Building high-rise buildings need steel, cement and other building materials. Where do these raw materials come from? Fourth, we must consider where the future market is. What is the purpose of building a high-rise building? Is it for personal use or for rent? Where is your user? How is the target customer's spending power? Wu Changjiang believes that doing the above five research and planning is a compulsory course before the start of the target action.
Looking for the mayor? Still looking for the market?
In the past two or three years, under the strong promotion of national policies and the government, various capitals have poured into the LED lighting industry. While promoting the rapid development of the industry, the overcapacity structure and the large enterprises rely on subsidized blood transfusions. Also emerged. On the topic of whether to find the mayor or find a market, Wu Changjiang said that as the industry matures, the government should reduce intervention, respect market rules and economic laws, give full play to the invisible hand adjustment mechanism of the market, and naturally upgrade. Eliminate companies that are weak in innovation and despise technology, products and channels. At the same time, Wu Changjiang also expressed great concern about the future of some companies that are looking for the mayor's mentality.
For example, Guangdong Province completed the renovation of LED public lighting within three years, which is a market cake of hundreds of billions of yuan. Some enterprises blindly undertake a large number of engineering projects regardless of the actual situation of their own development, but their own production capacity can not meet the demand for orders, so rushing, large-scale capacity expansion, buying equipment, recruiting talent. However, the risk that will be faced in the future is that once the government's financial subsidies are cancelled or government projects are not available, enterprises will have to face problems such as idle equipment and layoffs. This will not only waste resources but also cause social unrest. In Wu Changjiang's understanding, looking for the mayor should be a matter for scholars and research institutions, and they need the government to pay attention to the industry, but as a company, the focus should be on research products and research markets.
The government should vigorously strengthen R&D and talent system construction, filter the market and standardize the enterprise after filtering. For the weakness of the enterprise, we can use the barrel theory and determine the support policy according to the short board of the enterprise. Such support can make the enterprise truly vital. Wu Changjiang added.
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