The old revolution has encountered new problems
No one can evade the existence of the problem, one person is like this, one enterprise is like this, even as a political party and a nation develops. A child who has completed high school education, he is faced with the problem of entering university for further study. When he graduates from college, he will face employment problems. After employment, he will face the problem of forming a family. Even after retirement, he will face how to cultivate. The next generation of problems. Similarly, when a country completes industrialization, he will face various problems in the information society. For example, intellectual property, knowledge economy, financial and economic win-win, network economy and other propositions in the information economy era will follow the changes of society. to. At every stage, whether it is a country or an individual, there are challenges that have not been encountered in the previous phase, as is the development of the enterprise. Oriental lighting, the leader of the ancient town lighting industry, has gone through more than 20 years to now. If the 20 years is a reincarnation, today's Oriental lighting will face new challenges. These challenges are in the past two. I have never encountered it in ten years. It is true that the old revolution has encountered new problems. Then, how will the old revolution in the industry such as Oriental Lighting solve new problems?
Su Zhuohua, general manager of Oriental Lighting, told reporters that the development of the market is a process of big waves. Some old companies have experienced the ups and downs of market changes, and to some extent have exercised their ability to adapt to environmental changes, but the plan will never catch up with the changes. On the one hand, the experience formed by the enterprise helps the enterprise to adapt to the impact brought by the environment, and on the other hand, it becomes a stumbling block to the enterprise because of the dogma of experience. Oriental lighting has grown from a small workshop in the past to one of the largest crystal lamp companies in China today. It can be said that fishing boats have been replaced by aircraft carriers, and it has long been impossible. Then, the horrible waves of market changes in the past two decades have given birth to a lot of new market modalities. Many companies have emerged from the trend, such as Op, East, and many companies have been ruthlessly eliminated because they cannot adapt to the needs of the market. Indeed, the accumulation of oriental lighting in the field of crystal lamps for decades has already made the products of the East have their own unique advantages in terms of quality and cultural heritage. Just like a pot of old soup, the products of the East are for consumers. The words can be described as long-lasting and nutritious; however, not every enterprise has experienced the same hardships as the Oriental lighting, but eventually passed through the snowy mountains and grasslands, won the war of liberation, and ushered in the victory of the revolution. Many enterprises are here. The long-term market economy of the decade has fallen prematurely. General Manager Su Zhuohua believes that the changes in the market are often unexpected. Many times, as the trend of consumption changes and lighting companies are increasingly influenced by foreign European and American art styles, the crystal lamp itself is happening from the inside out. Amazing fission, and some old companies that can not adapt to the market demand, in some respects, did not timely sense the spring water plumbing of the market. At the same time, many new-generation enterprises have made impressive results by grasping the business opportunities brought about by the transformation of market demand, and have forced their market share to their own hands. Therefore, many old companies have started up. Early in the morning, I caught a late episode. The changes in the market cloud cloud cloud and the severe challenges brought by the new generation of enterprises have caused the old revolution to encounter new problems today.
Old companies have to find their right place
General Su further analyzed with reporters that some common problems include product positioning, enterprise development, market development, talent aging, slow response to market changes, and slowness (resilience), among which the most critical. It is because many companies have lost their own direction and can't find their right position in the competition of the pursuit of the wind, that is, there is no clear definition of the development orientation of the enterprise. In the layout of the lighting industry chain, it is not that the enterprises occupying a certain link must have an advantage. As long as the enterprise is doing well in a certain link and highlighting its core advantages, the enterprise development strategy revolves around the core advantages of the enterprise. Then, the company must have the right to speak to others in the entire industry chain. For example, Oriental Lighting has been able to meet the needs of the market in all aspects of large-scale engineering crystal lamps. Whether it is in quality, product development, after-sales service, professional training or market development, it has formed its own unique advantages. Being better than others, being able to think of many service connotations before others, can find a way to develop engineering channels that are more suitable for China's national conditions, and also quickly catch up with market demand in terms of manufacturing capabilities. Therefore, Oriental Lighting has a unique competitive ability that many companies can't match in terms of engineering crystal lamps. The strategic development of the entire company of Oriental Lighting is also carried out around the crystal lamps, and it will never be overwhelming. This is to measure the oriental lighting from the aspect of product positioning.
From the perspective of enterprise development, Oriental Lighting has its own advantages in terms of capital, talents, experience and customers because of its accumulation for more than 20 years. Therefore, unlike other small enterprises, the development of the single wave is the Oriental lighting. Taking the road of product diversification and brand diversification, the current Oriental lighting has two brands, Oriental and Baodis, among which Baodis joined the World Hotel Golden Key Alliance and became a senior member of the world's top hotel organization. The recognition of the most high-end customers in the world for Baudis. The product categories of Oriental Lighting include crystal lamps, resin lamps, room lamps, outdoor lamps and other engineering lamps. In terms of sales channels, Oriental Lighting outdoor lamps are mainly exported, with an export volume of 90%. It can be seen that the core competitiveness of Oriental Lighting is a comprehensive ability, based on strong manufacturing capabilities, with the supply capacity of multiple products as the guarantee, export-oriented, and the typical old-fashioned 20-year brand. Revolutionary enterprise.
However, whoever said that Oriental lighting has not been severely challenged by the market is definitely wrong. People often say that the old revolution has encountered new problems. This is especially true for lighting companies. Faced with new demands from the market, in the face of new competitors, Oriental Lighting is looking for a perfect prescription for how to continue to leverage its traditional strengths and adapt to new changes in the market. General Manager Su Zhuohua summarized the competition strategy of Oriental Lighting as eight characters: I am the mainstay, and I am voicing. The so-called "mainly with me" is to continue to strengthen the manufacturing capabilities and sales capabilities of Oriental lighting in engineering crystal lamps and outdoor lamps. By forming a fist advantage in the manufacturing field, Oriental Lighting has become the manufacturing center of Chinese crystal lamps; "It means cutting down some old products and developing new products that meet the needs of the modern market and can lead the trend."
Seeking a breakthrough in the road to the sky
In terms of market development, Oriental Lighting also needs to sneak into the new, to change some of the past business habits. In the past two years, the lighting industry has undergone a very rapid channel change. Many SMEs have grown rapidly with the success of channel transformation. Oriental Lighting has always focused on the construction of invisible channels. It can be said that in the aspect of the invisible engineering channel of crystal lamps, the enterprises that can achieve the degree of oriental lighting are rare, but in the circulation market, the pace of the East is obviously not individual. Business is fast. To further enhance the enterprise, it must also occupy an important position in the circulation market. Therefore, this year, Oriental Lighting began to seek breakthroughs in the circulation market. Market development plans centered on specialty stores are in the midst of preparations.
Mr. Su told reporters that the store has gained popularity to some extent in home lighting, but in the field of crystal lamps, it has been slow to see the movement. This is because the crystal lamp store needs high investment, not only the store is large, but also the decoration. The requirements are also much higher than the ordinary home lighting facade, and the requirements for the new product development of the manufacturer are very high. Therefore, only a few crystal lamp companies are trying out the specialty stores. From their market feedback, the effect is quite good. Because there are not many crystal lamp stores and huge investment, Oriental Lighting is ready to make breakthroughs in the specialty store. In terms of timing, it is better to follow up the store plan, not too early, but at the same time In front of the peers, not to mention the 20-year brand effect of the East is escorting the market, so I believe that in the future market, the Oriental Crystal Light Store will quickly become popular in the north and south.
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