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After years of development, the ancient town has become a veritable lamp capital. After 30 years of changes and developments, the ancient town lighting has begun to take shape, forming a small and large-scale industrial cluster and becoming a model of industrial clusters. From the lanterns to the world's traders, to the art capital of lighting design, from the rising scale of energy-saving lighting and LED lighting brands, the development speed of the lights, has gradually made many industries difficult to look back.
However, although the ancient town is known as the China Light Capital, there are still many shortcomings compared with other producing areas. The tense of the land has affected the development of the lighting industry. The prevalence of junk goods has smeared the aura of the lamp, lacking the leader, making its development in chaos. With the development of the market economy, the business town has many commercial opportunities. SMEs are also facing more brutal market competition and threats. These small and medium-sized enterprises generally lack brand awareness, weak competitiveness, outdated management concepts, backward business methods, and difficulties in brand building.
Historical wealth is the darling of inspiration, and industrial clusters are the collection of countless essences. The rise of the lighting industry in Guzhen is undoubtedly the inevitable result of the development of industrial clusters. This is a time to use the brain to nurture, the ancient town lighting industry can have today's glory, actually originated from a salesman's accidental attempt.
Lights on the whole town In the early 1980s, the sales and marketing staff of Guzhen Household Appliances Factory found people's demand for table lamps during the trip, so they first designed a wire, a bend, a light bulb and a lamp holder in the town. The simple table lamp that was formed was launched after the launch of the market. Another township enterprise, Guzhen Brick and Tile Factory, saw this situation and immediately converted the company into a special-shaped lighting factory to produce ring-shaped small tubes and table lamps. So the two township enterprises first opened the curtain of the production of lighting in Guzhen.
In the mid-1980s, it was the rise of the lighting industry. While the ancient town gave the biggest concessions in terms of capital, land use and policies, it also took the initiative to withdraw the collective enterprises from the lighting industry and not compete with the people, so that a group of courageous people in the ancient town The establishment of enterprises and the abandonment of agriculture, many companies began to purchase machinery and equipment, self-produced lighting accessories, set off the first round of manufacturing heat. In the mid-to-late 1990s, Guzhen Lighting Industry has grown and entered the mature stage. The town government timely proposed the industrial town, the agriculture and industry and industry, and realized the development strategy of urban and rural integration, and accordingly set up an individual private office and quality supervision office. Enriched the structure of science and technology, and actively promoted the village-level industrial zones in the areas of funds, land use, policy information, etc., and developed collective and private economy, so that the original 20 villages set up multiple industrial zones to enter the ancient town lighting industry. The large-scale development boom provided a good foundation; in 1999, the ancient town held the first China (Guzhen) International Lighting Fair, which achieved great economic and social benefits, making the reputation of Guzhen Lighting all over the country and gradually moving abroad.
When the lanterns went to the end of the world, the first batch of business owners engaged in lighting production, when they were carrying the lamps and lanterns in the middle of the road and selling them, they did not dare to expect to have today’s situation. The demand of the market provoked them to expand. The desire to produce.
In the 1990s, the savvy ancient towns closely followed the pulse of real estate, home decoration, infrastructure construction, and the market economy of foreign investment and factory, and set up lighting factories and lighting fittings factories. On the basis of absorbing the essence of popular lighting products at home and abroad, combined with the characteristics of domestic consumption, we constantly develop and improve the fancy varieties and craft quality of lighting products, and reform and adjust the production methods and product layouts, bid farewell to the production mode of family workshops, and implement Mechanization and intensive production have formed a one-stop production pattern of production, supply and sales from product design, processing and production to market development. Many enterprises have also established joint-stock companies, group companies, and limited liability companies through strong alliances, complementary advantages, and expansion of capital and capital, to implement cross-regional and even cross-border operations.
By the mid-1990s, Guzhen lighting products finally became the leader of the lighting market, and there was a trend of lighting to see Beijing and Shanghai, Beijing and Shanghai lighting to see the ancient town. Now if you come to the ancient town, it is like the sea of ​​lights. On the avenues connecting the ancient islands to Haizhou, there are 10 gallons of lighting corridors. It is understood that the annual sales of this corridor alone is as high as several billion yuan. Small products, the operating advantages of the big market are here to the fullest. In the 21st century, the ancient town has established a leading position in the lighting industry, and with the increasing popularity of Guzhen lighting lighting products in the country.
Brand building articles, what depends on the future? I believe that almost 100 people will answer: Only by doing a brand can you set a future; if you ask again, what kind of road should the company take in the future? Believe the answer is still: take the brand road. No one would doubt that branding is the way out for the future of the company.
However, in today's ancient towns, more than 10,000 large and small lighting lighting companies, how much can really be called the brand? How many brands are crumbling on the road of rapid growth in the industry? If in another three or five years, how many brands will be able to laugh at the market? This is a serious issue facing the Chinese lanterns and most of the lamps and lanterns enterprises.
Lack of brand genes It is understood that the total area of ​​only 47.8 square kilometers of Zhongshan Guzhen, registered more than 15,000 industrial and commercial enterprises, most of which are lighting lighting enterprises and self-employed. The lighting industry has also expanded to the periphery, forming the most concentrated industrial cluster in China, producing more than 60 lighting products in the country.
However, such a large industrial cluster, 30 years of entrepreneurial accumulation, has not yet seen a giant enterprise with an output value of more than 2 billion yuan. Many practitioners explained that the lighting industry can't make an elephant-level enterprise, which is determined by the nature of the industry itself. This is not the case. What really binds the pace of expansion of these business owners is the business philosophy of practitioners. Under the flood of business spirit, they cannot return to the industrial spirit.
There is a widespread lack of brand genes in SMEs, and the prices of export commodities are low. Nowadays, the brand competition awareness of SMEs has gradually increased. However, due to its own and external factors, brand competitiveness has not been improved qualitatively and lacks brand competitive advantages. A place suitable for long grasses, to grow a large tree, must seek genetic mutations, which may be the best way for lighting companies to help achieve growth breakthroughs.
Among the lighting enterprises in Guzhen, the national famous brands are still few, and enterprises generally lack long-term development strategies. At the same time, in terms of export trade, the vast majority are OEM, with few independent brands, and the products are less competitive in the international market. In some exporting countries, there are low-cost competitions that pose a risk of price wars.
The weakness of the brand is undoubtedly true. The strength of SME brand building is weak. Most companies adopt OEM and unlicensed production models, and most SME brands are still not built. Although many SME products have a high market share, they are all caught in the price war and there is no stable profit model. According to the survey, there are not many SMEs in the LED industry in Guzhen, with annual sales exceeding 10 million. For SMEs, this is a difficult threshold to cross. Therefore, the company is still in a small fight, and the influential big brands have not yet appeared.
China's LED companies are simply two days of ice and fire. The reason for this is due to the short history of the LED industry and the lack of industry precipitation. Most manufacturers are inexperienced, unfamiliar with brand operation methods, and cannot accurately predict and judge market development trends. Brand building is still in its infancy.
On the other hand, now, around us, most LED companies are still plagiarizing each other and the product is highly homogenized. The international and domestic first-line brands understand the development law of the industry, and have an accurate judgment on the development trend of the LED industry. They can grasp the aesthetic characteristics of consumers in a timely manner, and the product design is tight at any time. However, some LED small and medium-sized enterprises are born and raised. They are slow to respond to market changes and lack the awareness of cultivating brands. Most enterprises fail to adapt to market changes and adjust products in time.
In the process of rapid growth, the strength and management ability of many enterprises in Guzhen can hardly adapt to the needs of large-scale and ultra-large-scale operations. Innovating the system management level of enterprises and building the core competence of enterprises has become the top priority of Guzhen Lighting Enterprises.