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"Stumbling block" hindering the development of LED light source
From：2018.12.05
"Stumbling block" hindering the development of LED light source
As a new round of "haze v war" began, under the slogan to promote energy saving and emission reduction in our country, the LED lighting as an important industry, the cause of energy conservation and environmental protection in the "twelfth five-year" plan, as one of the main energy saving products, move forward in the development of the LED industry is twists and turns, some people say that is the first year of the LED industry and outbreak in 2014 years, especially the blue leds won the Nobel Prize is undoubtedly the LED industry add "tiger wing", however, LED industry "run", "debt", LED industry consolidation mergers and acquisitions, especially leishi lighting "control" fighting wars, Philips split the lighting and medical sectors and so on, these are calling for LED enterprises to accelerate the pace of change!
Affected by the national macro-economy, the performance of LED industry in the first half of the year is not ideal, LED enterprises have sorrow and joy. From the results have been released, LED listed companies performance is clearly polarized. Many analysts point out that LED companies will usher in a new round of bankruptcy shuffling period, and companies will also turn to compete for the high value-added LED products such as smart home highland. After the baptism of e-commerce and other Internet tides, O2O mode and e-commerce channels have become the new favorites of LED industry, but this industry has never attracted more attention than today. But now, "gold nine silver ten" is in full swing, under the brand's huge siphon effect, LED market polarization will accelerate.
Or be overturned, or be eliminated, the LED industry's major changes in the wind blowing. A number of large-scale LED enterprises have been in crisis, and these are just the epitome of overcapacity, survival of the fittest. In the larger context, China's manufacturing industry must not only transform to "intelligent manufacturing in China", but also accelerate the Internet, or it will be eliminated. "The good is getting better and the bad is getting worse" is still an everlasting truth. And which enterprises will be eliminated? Why did these businesses fail so quickly?
It must be said that although the old competitive standards are still important, such as "internal strength" cultivation, brand building, product innovation, quality and so on resolutely affect the life and death of enterprises, but the new "disruptive" force has changed the face of the industry. They have mushroomed, and any "pivot" has huge leverage. Now, let's weigh the impact of old and new standards together and re-examine which LED companies will be eliminated from the competition in the future.
1. "user" blindness, enterprises away from "user driven"
"User" is always the first, determines the fate of LED enterprises must be "user". Transform e-commerce, explore O2O, accelerate Internet transformation, and ultimately change for "users". "User" is not only the life and death proposition of Internet enterprises, but also the values of LED enterprises' rise and fall. Events in all walks of life have shown that companies that are far from "users" are the most dangerous. Handing "users" over to the channel? Only know to sell goods do not know that there are "users"? No connection or interaction with the "user"? Can't be changed by "user" demand? In short, many LED enterprises are still stuck in the mire of traditional enterprises, unable to operate and innovate according to the needs of "users". For them, adapting to "user-driven" is hard, and the overall cost of transformation is staggering.
However, being far away from "users" has a profound impact on the competitiveness of enterprises. If LED enterprises do not innovate in product mode, marketing mode, operation mode and even technical means, they will continue to operate mode and have to deviate from "users" more and more. For some burgeoning enterprises or industry giants that dare to cross the boundary, they all have distinctive features. "users" contribute great value to enterprise marketing, design, research and development, production and service. Therefore, "user-driven" should also be the ultimate proposition of LED enterprises. The quality of transformation directly determines the future life and death. It is not easy to get rid of the blindness of "users". LED enterprises can completely change and get close to "users" step by step, such as compressing the level of marketing channels, compressing the internal management structure, introducing social media applications and encouraging "users" to participate in innovation, which will help enhance the "user" value of enterprises. Those that remain sluggish are bound to lose "user" value, become desensitized and distorted, and be driven out of the market.
2. The "gene" is poor, and the enterprise is far away from the Internet
In the past few years, LED lighting industry is mainly playing in the traditional application channels, and LED enterprises are struggling to transform the Internet, so far it is still difficult to have a clear and reasonable answer. There are many people who call for making money at a loss in e-commerce, and the LED industry is often trying its hand at O2O, which has a bright appearance. Many businesses pay tuition only to find nothing left. Why, that is, the enterprise "gene" is difficult to match the Internet, but at the expense of the terminal competition. Most LED enterprises are still in the traditional enterprise, and even the information construction is still in the early stage, far from the internal management platform, from the bottom up, real-time management. In the "user driven", "data driven" and other aspects, but also "mirror flowers, water moon". This is also the case. Although the Internet kaleidoscope is very beautiful and the LED products sold by network e-commerce are various, it is difficult for LED companies to share the dividends.
The internet-orientation of enterprises lies not only in the internet-orientation of operation mode, but also in the integration of internal and external coordination, the internet-orientation of marketing service and supply chain, and the docking of the Internet ecosystem through internal management innovation. LED industry, not only the concentration of the industry is low, but also the variety segmentation is complex, belongs to the traditional manufacturing industry, especially to embrace the Internet to play a good "internal work". At the present stage, it may be better to gradually promote the process of enterprise Internet, and connect various social application platforms by realizing internal management platform and internal and external collaborative integration. Those enterprises that still remain in the traditional manufacturing thinking have not carried out profound Internet reform, thus losing opportunities and competitiveness in the market competition and being subverted out of the industry market.
3. "bubble", management out of control, liquidity shortage
From the perspective of external environment, debubbling is a major trend of China's economy. And look from current market feedback, furniture, building materials, annatto, floor is faced with the problem of overcapacity, and "user" demand is more and more diverse and accompanied by the rise of "customization", the market from hot to cold critical point has come. Undeniably, the explosive growth of LED industry in the past few years has covered up many fatal defects of enterprises, especially the problems of extensive management. Many enterprises spread their business too much, pursue the advantages of enterprise scale too much, the investment proportion and allocation are out of balance, the management and capital are increasingly out of control, but also in product innovation and brand building debt is serious, thus the situation of "cliff" fall. This year, many LED enterprises are facing bankruptcy reorganization, guangdong set off a new round of lighting business failure tide, are more or less related to the above problems. For example, huayuanxuan, fuzhidao, huaren industry and so on, due to a series of problems caused by the financial crisis, the final enterprise into bankruptcy crisis. It is a series of profound changes that have LED the LED industry into the era of great integration, and the survival of the fittest and the concentration degree of the industry have been significantly accelerated. It has been proved by practice that those enterprises that are only pseudo-powerful in scale are bound to face the proposition of life and death of enterprises in the process of squeezing bubbles.
4. Lack of integrity and entrepreneurship
No integrity, no pretend bility, no fans, no future. No integrity, often means that the brand and The Times, and the 70S, 80S, 90S and other groups have no resonance, enterprise brand building is often like duckweed. Xiaomi and other emerging brands how to rise, the first is to be able to clean up from the integrity of a place, in pretend bility better. Moral integrity is not only big and humane feelings and social responsibility, but also closely related to pretend bility of active groups. Only by injecting more feelings of The Times into products and highlighting the pursuit and value of entrepreneurs can we have integrity that resonates with "users". And those who drop the tide naked swimming enterprises, I am afraid that the first to reflect on the following, corporate integrity and pursuit of issues.
But now the industry reform has just started, especially the pioneering and innovative entrepreneurial spirit, especially the entrepreneurs need to make bold decisions. Entrepreneurship is a grand proposition for the economy. LED enterprises, in particular, need entrepreneurship, and one enterprise after another because of the leader and decline. According to the survey, those enterprises whose performance rose against the trend this year, without exception, are all unique in spirit and temperament of the enterprise, without exception, all have a positive pursuit, brand has strong feelings and integrity, ten years of "micro innovation". From carry forward "love" the songbao kingdom of the concept, to pursue the sunshine pottery that builds pottery the first, from capture consumer "the heart" the palaide, to continue to practice "inside work" the Europe sends wooden door, these enterprises achievement rises continuously in recent years, all go up from moral integrity and feelings all the better.
5. "tall and elegant", impetuous and ungrounded
LED industry has always been changing rapidly. In recent years, many new models have emerged and many new concepts have emerged. Many enterprises have started to play "tall and fashionable" on the whim of the moment, and what fashionable enterprises start to pursue. From e-commerce tide to O2O mode, from home FMCG to smart home, from environmental protection trend to safety concept, in a word, "tall fashion" has become the new favorite of the industry. But LED companies are often confused about the nature of things and often ignore how to connect with consumers.
Is not the pioneer, is the martyr, "tall is still" play bad, enterprises will become "martyrs". Is the "swan" meat delicious, but also to see if he is a toad. If we do not face up to the current situation of enterprises, or even abandoned the "consumer" support, will only "empty basket of water".
E-commerce and O2O are the general trends, and there are also hundreds of billions of smart home market, but the "model" is far from being finalized, and the "concept" still needs to be implemented. LED enterprises first practice "internal work" to complete the overall transformation of the enterprise, and if they want to share dividends, they will "pay Paul to pay Paul". But these "tall and tall" models and concepts are not only the competition of product innovation, but also the fierce battle of "platform", "capital" and even "ecosystem", which is a new competition method. LED enterprises should not only actively embrace new opportunities, but also learn to meet local conditions. Avoid by all means, stay away from the "user" group to do "big and complete", deviate from the status quo of the enterprise to do "tall and elegant", otherwise it will become the market "martyrs" in the first place.
And I'm going to use Zhou Hongyi to warn you:
"I just swore the word O2O this morning. No consumer has ever entered a restaurant and said, 'I heard that this restaurant has recently introduced the Internet O2O strategy. I haven't heard of it, because Benz has entered into the O2O strategy. Let's buy a Benz car, which must be a baby-sitter. It's a concept that should be forgotten internally because it masks the details of what users are doing.
6. "narcissistic" mania deviates from the tide of "open integration"
LED industry ups and downs, LED enterprises will decline, the sixth problem is too "narcissistic", because the closure, self-injury aggravated. After years of development, traditional enterprises have both upstream and downstream industries, user markets and industry positions. They have great inertia in their operations and are easy to become narcissistic. However, it happens to meet the trend of "open integration", and external competition is often "difficult to compete with four hands". Especially since the "3Q war" of the Internet, the concept of open platform has begun to blossom in China. Today, "open integration" is not only a symbol of Internet companies, but also favored by traditional industrial giants. In this context, the construction of "ecosphere" has become the ultimate dream of corporate giants, so has the Internet "BAT", vanke, Evergrande, ZARA, H&M and so on. LED enterprises in particular, the trend of cross-border, "open" thinking on the industry is deepening.
However, it is difficult for different LED enterprises to truly realize "open integration" due to their limited enterprise scale or current industrial development status. In recent years, LED enterprises have also launched a lot of new measures, such as docking e-commerce, group-buying and other platforms, linkage of various vertical platforms, LED industrial chain merger and acquisition measures, and building cross-industry alliance sales, which are of great help to the growth of performance. However, far from "open platform", competition between enterprises is more than cooperation, and subcontracting between industries is out of the question. In the final analysis, "open integration" has not been incorporated into the blood of enterprises, nor has it become a new driving force for their leapfrog growth. So, many companies are still narcissistic, because a little bit of performance smug. For "open" integration of industry forces, "integration" to drive cross-border forces, docking social application platform, these enterprises can only hope to sigh. As a result, these companies have become increasingly out of fashion and out of the mainstream.
7 ignore "lower body", internal work is not good and no standard
LED enterprises, as a traditional and emerging enterprises, "lower body" resolutely important. Play "change shape" can, it is ok to promote "innovation", must not ignore the enterprise "internal strength" construction, must not ignore the industry based on the "standard" construction. Do "flash" results, will only "flash" their own. The so-called "lower body", is the enterprise in the overall operation of the industry advantages, in the supply chain, design, production, sales and other aspects of the operation ability, in product standards, brand building, production process and other aspects of "internal work". From the current situation, many LED enterprises fail, often reflected in the weak brand, in the final analysis, or "content" training is insufficient. If the illume enterprise of guangdong, did not look to terminal consumption demand to be eliminated trend, the enterprise produces reform to do not undertake tardy. And more a lot of enterprises, because industry new standard, environmental protection problem and encounter predicament. All these show that even under the new situation, enterprises should never give up their advantages and "internal strength cultivation" in LED industry operation and brand building. But this year the industry polarization trend shows that those strong brands of enterprises are often able to rise against the trend, such as abissen, SAN 'an optoelectronics, opu zhaoming and so on, in the brutal competition to achieve the "stronger the stronger".
8. Institutionalized and rigid incentive mechanism
Enterprise competition, fight to the end, often fight "character", to rely on "talent" to win, to rely on the value of talent to win. From the feedback of various LED enterprises, organizational structure management will be the most severe challenge if the enterprise is to be internet-oriented. In the face of competition from emerging companies such as the Internet, traditional companies have lost their appeal to talented people. Traditional operation mode often results in bloated organization management structure, time-delay management from top to bottom and rigid and inefficient incentive mechanism. And layer upon layer transmission, it is bound to increase the number of enterprise problems, directly lead to the transformation of enterprises predicament. On the contrary, flat management, bottom-up innovation and open incentive mechanism have become more and more symbols of enterprises with rapid growth. As a labor-intensive enterprise, how can LED enterprises ensure that "talent does not drain" and how can they maintain innovation and vitality? It is necessary to make a revolution in the management system first. Those enterprises that are still Mired in traditional practices are bound to fall into the crisis of "talent" and the problem of rigid enterprises. There is no core competitiveness to speak of, let alone the transformation to the Internet.
The key to the above eight problems of enterprises is still two points:
How to solve the problem of "user-driven" and "internet-oriented" is the fundamental change of enterprises.
Conclusion:
Although the traditional competition in LED industry is still full of smoke and smoke, the "disruptive" destruction of alien species is bound to upgrade the competition in LED industry to a more terrible "nuclear war". At this point, we are no longer talking about companies that rely on plagiarism and low quality to win, because the gray market must be squeezed under the smaller and smaller. For those companies that are still stuck in the traditional quagmire, and those that are confused by the O2O model, please wear a magnifying glass
