About LED lighting industrial trend

Market and brand

The changes in the market environment are very obvious. Enterprises should reorient the market and services according to the changes in the overall environment and trends of the market, combined with their own business base and reinvestment capabilities.

Unless there is an extreme situation, the changes in the market environment are not suitable for good or bad. If there is a decline in the enterprise, there will be prosperity of the enterprise. If the enterprise exits, the enterprise will enter, and if there is operational difficulty, it will solve the operational difficulties. Create various opportunities. The overall demand of the current lighting market has not experienced violent shocks. The change in the overall business environment caused by the restructuring of trading methods and value chains is an improvement of the industry. The changes in the business environment caused by policies, regulations and trading rules are all happening. The common trend in the industry, how to identify their own positioning in this trend and plan for future development strategies is the top priority of business management and survival.

1.1

Internationally renowned lighting application brand

In the global general lighting market, Chinese companies are most familiar with the three lighting giants: GE, PHILIPS and OSRAM. In the history of leading the industry for a century, its operations in response to industry technology and market environment changes. The adjustment of the strategy is very valuable.

 

GE Lighting is already the star of last night. We focus on TOTPWO’s PHILIPS and OSRAM. Although the whole process of this kind of international company’s strategy adjustment spans a long time, we can still summarize some relatively clear external influences in all aspects of the comprehensive market. And business strategy adjustments.

– Both are undergoing the process of company spin-off restructuring, possibly because the normal business management adjustment may also be split for sale;

– All are developing towards the systemization/digitalization of lighting, trying to occupy the interconnected lighting highlands;

– Give full play to the role of the brand, to manufacture, and introduce conventional products in the form of ODM to reduce operating costs;

– In the European market, the price competition brought by European domestic operators directly supported by China Manufacturing needs to improve product strategy and optimize the supply chain;

– The brand advantage and influence of the circulation product market in China is not particularly obvious compared to the local Chinese lighting brands;

– Focus on lighting areas with high professionalization and technical thresholds such asautomotive lighting, plant/bio lighting, lasers and OLEDs;

– Product update iteration speed lags behind market and technology changes, and has less influence on leading the market than before;

– Due to the adjustment of business direction, the original R&D and operation team budget for conventional products is reduced;

– The profit has narrowed and the overall business performance is in a downward trend;

– Interested in partial and overall sale of lighting business and rumors of acquisition;

– Adjusting the brand categories in multi-brand operations, tending to acquire new technology and new application lighting brands.

Corresponding to the policy adjustments made by TOPTWO in response to changes in the industry’s operating environment and technological development, the supporting cooperative enterprises will also face changes. Adapting to changes will find more suitable growth opportunities in the new value chain. If you can’t adapt to change, you will inevitably be eliminated.

– The value of pure OEM business for TOPTWO will be lower and lower. It is more and more difficult for manufacturing companies that do not independently define and develop new product capabilities according to market demand. The greater the proportion of OEM business, the weaker the independent supply chain capability. The difficulty of transforming and upgrading enterprises is also greater;

– Cost is still one of the most important competitiveness, smart manufacturing / automated manufacturing may be an important consideration for TOPTWO looking for next-generation manufacturing partners, on the one hand because of fierce market price competition, and on the other hand next-generation lighting products will Most of the products or products that are considered from the design side are more suitable for automated manufacturing, to reduce the overall manufacturing and operating costs of the product, and to change the way the product is iterated from the design;

– Small and beautiful innovative products/technical companies are expected to become the target of TOPTWO. It is very difficult to improve the ODM capabilities of large manufacturing companies. To some extent, it is limited by the existing business forms. Stacking people is not a successful method. The future ODM objects of TOPTWO will not only be determined by the size of the partners.
On the whole, in the future, if you want to continue to stabilize the TOPTWO manufacturing business cooperation, in addition to improving in intelligent manufacturing and automated production, high-quality product solution capabilities are also essential, if you can see beyond TOPTWO To plan and develop products early, you will be able to seize the opportunity and win respect in cooperation with TOPTWO.

In the past, TOPTWO trained and supported OEM/ODM partners. In the future, TOPTWO needed partners’ manufacturing and product services to grow together. It did not even rule out that TOTPWO directly invested in quality suppliers to strengthen cooperation. This is also a new way of capital operation. After all, TOPTWO It is still very easy for the business to operate several IPOs of Chinese manufacturing suppliers.

1.2

Local well-known lighting application brand

In the Chinese lighting market, consumers are familiar with the top three brands of distribution: NVC, OPPLE and PAK, all of which are listed companies. After 20 years of development, at least in the Chinese domestic market, NOP has successfully emerged from the shadow of GOP and become A veritable industry leader. Such achievements are both glory and pressure, high in the cold, and the loss of role models. The three local well-known brands also face the problem of how to adapt to changes in the industry environment and trends and how to maintain sustainable development.

Interestingly, although NVC after the King Wu War still maintains a certain market share and business performance, in essence, this is only the inertia result of brand value and dealer assistance, not NVC’s own business achievements, NVC There is no targeted development strategy in the real sense to cope with the current changes in the business environment and the trend of industry improvement. More is just to stick to the original position. The status of the NVC official website may be a proof, so similar to GE’s retreat from the lighting industry, although NVC is still the domestic front lighting brand, here is no longer more analysis on its own.

OPPLE and PAK can be described by the domestic brand TOPTWO. Although the business strategies of the two companies are very different, the product direction is not the same, but we must grasp the domestic famous brand to seek new strategies for business development according to market changes. Commonality.

– OPPLE and PAK are both new stocks, and the ultimate goal of domestic companies/brands is almost all IPOs. There are also a lot of lighting companies in line;

– Both are rapidly expanding market/product areas, on the one hand, the business strategy needs of listed companies, and on the other hand, maximizing brand value;

– All are trying to introduce talents, especially those who have served foreign-funded enterprises, and OPPLE’s strategy is particularly obvious;

– Internationalization, OPPLE is ahead, OPPLE is in both the European market and the Indian market;

– Intelligent product line, OPPLE and PAK are both ready to scale into the development, manufacturing and sales of smart products, and are still in the early stage of trial;

– Direct competition with international lighting brands operating in China in a growing number of products and sales;

– Strong manufacturing of genes, perfect supply system, but also for external development and product ODM support because of new technologies and new products, but only limited to differentiated products, and will have large-scale effects Converted into own products;

– The business of non-lighting properties will be involved, and this is different from the way the international brand TOPTWO develops strategies around the lighting core.

The cooperation opportunities for the domestic front-ranking well-known brand enterprises are more concentrated in the auxiliary supply field, and the hardware injection molding electronic parts products are very traditional contents. Some design companies or small-scale product companies may have the opportunity to provide products or technical services. But cooperation is not particularly easy.

All in all, even in the case of changes in the market environment, there are not many new industry cooperation opportunities that domestic well-known lighting brand companies need and can provide. Especially large cooperation may occur in IOT-related fields, not The lighting industry itself.

1.3

Well-known brands that cross the border into the lighting industry

With the increase of consumption upgrades and resource integration, many companies in other industries or fields will gradually join the competition in the lighting market, using their mature channels to select the appropriate lighting product category to build incremental business, although single body The volume is still limited, but the overall trend is still very good, and the potential impact on the overall market is likely to develop to a very high degree in the future, at least in the specific application areas will form a new industry product group and value chain.

These players who bring their own channels and brand effects to the application lighting market across industries or across sectors have their own characteristics. Each has its own unique skills. Whether it will be successful in applying lighting. It is difficult to generalize, but the impact on the industry and the value brought by it is more than the conventional application lighting brand. In general, the new opportunities brought to the industry are between international famous brands and domestic famous brands.

– Appeal for services of small and medium-sized OEMs;
– Appeals for product ODM services and product design solutions;
– Demands for market development, including e-commerce operations and business channels outside its own channels;
– For products And market planning has a desire to avoid direct competition from traditional lighting brands from products and markets;
– willing to try new technologies and new models;
– have a tendency to introduce technology and business personnel of traditional lighting companies;
– operate on capital There are appeals, and sometimes increasing the application lighting business sector itself is the result of capital operations.

1.4

Some lighting products OEM/ODM companies

Since the reform and opening up, international well-known lighting brands have entered the Chinese market. For more than 20 years, local lighting products foundry companies have changed from three to four, and the foundry service itself has Life cycle, but all of these foundry companies have their own conflicts and are still active in the industry in various ways.

Foundry companies earn hard money, and it is too difficult to find valuable cooperation points in foundry companies. Due to the limitations of foundry manufacturing services, the transformation of foundry enterprises is often particularly difficult. It is the best way to acquire or carry out certain capital operations to IPO. Self-owned brand management depends on the opportunity, and the genes of foundry services are determined. It is even more necessary to completely create a new enterprise by taking the road of the self-owned brand.

1.5

Value-added service player

The impact of e-commerce and smart lighting on the industry is huge. At present, it is only in a relatively early stage. If these changes are seen from the perspective of the original value of the industry, in a more rude manner, That is: once she made the money and later earned it. Almost four or five years ago, there were some analyses of the impact of the rise of e-commerce and intelligence on the lighting industry, resulting in the following value chain composition, the red font part is the potential value added, black The font part is the traditional value link, and the bold part is the value main link.

Each link of the traditional industrial value chain has its own clear positioning. The main is the main, the auxiliary is the auxiliary, and the division of labor and value appeal are relatively clear. The new value links in terms of value assessment are all considered to be indispensable. They are of high value, each of which is a diamond. This has brought about the development of the industry for a long time in the past. New opportunities and new value-added links that allow the industry to add more new businesses are not well integrated with the industry’s original value chain, but the overall trend is irreversible, promoting the restructuring of industrial value chains to integrate e-commerce and intelligence. The key factors will come from companies outside the industry or companies that can apply the new model well, such as Xiaomi yeelight, graffiti, EDS and Yunzhiguang. It is not important whether the connected lighting intelligent lighting or the e-commerce method works. It’s just a choice to plant what kind of fertilizer, what is important. The important thing is that the thinking of running a company or a company needs to be adjusted according to changes in the market. Of course, the choice is also very important. Everything is Relatively speaking.

No matter what the slogan is, the end will return to the same goal. The new value link will definitely conflict with the original value link. Complementation is an idealized state. Competition is the basis of value chain formation and ultimate stability. The primary conflict is Diversion of profits. The new value link or the new players themselves will form sufficient competition. For example, the above-mentioned backgrounds are completely different. The current business models are completely different. For example, if you insist on branding, if you It will develop well and will eventually hit the market in the terminal application market. In the Chinese market, good service is the product, the product is the best service, there is no irreplaceable support service, and the brand that is ultimately known and familiar must be the brand, and the tool to achieve the brand influence must be the product, the product is The carrier of the service, the service is very important, but needs to be delivered through the brand and products.

1.6

region

The global lighting market is regionally distinct. Each market has its own characteristics in terms of the demand for products and services. Enterprises need to selectively develop and develop the corresponding market and corresponding product products in combination with their own resources.

The Indian market is not listed separately. In the middle of the Asia-Pacific, Middle East and Australian markets, the Indian market has become an independent market due to its population and economic size, but the market closure is also strong due to geography and policies. In the regional market, there are many opportunities in the Indian market but the operations are more complicated. There are uncertainties in both the product and the business model.

The orders in the North American market are relatively concentrated. The main business of the market is concentrated in several major brands and several major supermarket channels. The certification fees are expensive, the threshold is slightly higher, and the scale is an important support for the North American market. With the rise of e-commerce, there are also niche wholesale businesses in the North American market, but they are all grafted on large-scale mature products, and they are not scaled. The North American market is the first choice for domestic OEMs, and it can effectively avoid the competition of many small and medium-sized manufacturing enterprises in China. The impact of the Sino-US trade war is long-lasting, so at the current time, the North American market business development should be cautious.

The European market has always been the home of the international TOP2 lighting brand. PHILIPS and OSRAM have been cultivated in the European market for a century, and the influence covers the whole of Europe. Moreover, on this basis, many European local brands have formed coverage in different regions. Such as TROLL in Spain, Flos in Italy, LouisPoulsen in Denmark, Erco in Germany, Zumtobel in Austria, and so on. The European market is the first choice for OEM services for small and medium-sized OEMs and innovative products companies. The number of domestic lighting companies serving the European market is far greater than that for companies serving the North American market.

Although the Middle East market and the African market are different in nature, they are not mainstream markets for Chinese lighting companies, and because of the environmental and cultural characteristics of the Middle East and Africa, the demand for products also has its own particularity. The two markets in the Middle East and Africa are still at a low value, and will gradually increase their value as the economy of the two market areas climbs. The overall trend is very good, the potential is unlimited, and it just becomes the best market for China’s production capacity diversion.

Aside from political factors, the Australian market is a very worthwhile market, which is almost a market without the support of local lighting products, and the demand is relatively stable, product types change slowly, standards and rules are sound.

The Asia-Pacific market is the world’s largest lighting business region, and it is also a market with high growth rates and demand. It is expected to reach nearly US$150 billion by 2025, with a compound annual growth rate of 13.4%. For brand enterprises, the Asia-Pacific market is the best choice for Chinese companies to go abroad. The culture is similar, communication is smooth, and service support costs are generally low.In the Asia-Pacific market, the influence of regional brands and regional channels also exists, but compared with the situation in the European and American markets, it is still more suitable for further penetration. The coverage of international big brands in the Asia-Pacific market areas outside mainland China is still quite strong, and the operation time is also relatively long. In the Asia-Pacific market, the pure manufacturing business of Chinese enterprises has limited space, but Chinese local brands have the opportunity to get out. A pattern similar to the competition between local brands and international brands in the domestic market.

2

Technology and products

New products and new technologies have played a role in fuelling the market. The rapid update of technology and the rapid iteration of products have brought shocks to traditional brands and large-volume enterprises. At least in the field of lighting, the patent siege is no longer Big brands lead the market’s value core, and the advantages of large companies that repeatedly make a fuss about scale will be limited in the future. Correspondingly, small companies and small brands that use the new technology to apply enabling products through product innovation or micro-innovation have the opportunity to break through and combine the sales methods of e-commerce and new media to focus on “one product is one. Brand, a brand is a company’s rapid growth from 0 to 1, the first snowball is tightly built and perfected, and then can be catalyzed by capital or industry strategic resources to find a long enough ramp to snow The ball rolls big. Such examples are numerous in the smart field of the new track, but are still rarely seen in the pure lighting industry.

2.1

Light source product

The light source product is the product category with the best scale effect, and it is also the product focus that many large enterprises have chased. It still has a huge market demand, mainly the stock market demand. Due to the influence of price competition for many years, the current market income of light source products has fallen to a very embarrassing level, and the input and output are completely out of proportion. The investment of large-scale households cannot bring effective revenue output, forcing more and more The company has withdrawn from this track, and the supply of the entire light source market has become more and more concentrated in some large-scale manufacturing enterprises, which further reduces the survival space of other enterprises in the direction of this product category. Do not do lighting, it is too bitter, if you have to do lighting, do not make a light source, the input and output are disproportionate.

There are many kinds of light source products, such as bulbs, candle bulbs, spotlights, lamps, etc. There are also some variants of light source products, light strips, light strips, E-lamps, etc., in general, in some There are still some market opportunities in the direction of specific products, but in products with high market demand, such as bulbs and lamps, the threshold for automated manufacturing cannot be passed, and there is no future in manufacturing. With automated manufacturing, it will be affected by the iteration of market products, it is difficult to control the investment risk, so the brand will favor ODM/OEM, and the manufacturer will continue to convert as much as possible unless it can only continue to invest in this product direction. The track.

2.2

Three sets of business photos
and new trends

Shangzhao has always been a product direction with very guaranteed profits. The market capacity is also sufficient. The pursuit of products and light environment is higher than that of circulation products. It has spawned many small and medium-sized lighting brands and dealer projects that depend on them. Business. The design of commercial products may vary, but the fundamentals have always been nothing more than downlights and other types of track lights.

In recent years affected by the new application of new technologies, commercial lighting products are increasingly rich, and a breakthrough in the application, a shift in product design, than the product directions and trends is more representative of the magnetic guide series Products, linear series products, product miniaturization and combination application series. Customization has always been a breakdown of thebusiness product category. Customers often come up with some styling and functional appeals to create application scenarios. This part will still be a valuable exploration.

2.3

Office lighting products

Compared with a few years ago, the market trend of office lighting products is not particularly large. The replacement of grille panels by side-emitting/bottom backlight panel lamps and linear lighting products has shown a strong trend long ago. Sex, the mainstream products in the market have basically been finalized, and further development may be in terms of performance and additional functions, not product form. In the application scenario with ceilings, downlight products are still a major category of office lighting applications, and the demand itself is still sustainable.

2.4

Industrial lighting products

A significant effect of LED applications and market development is that product design is becoming more and more eye-catching. Even industrial lighting products that have always been shown in a stupid image are becoming elegant, mini, and both ornamental and functional. . However, many of the three defense products are still limited by the original product design concept. Although the kernel has changed, the overall application design still maintains the original style.

2.5

Hotel lighting products

The hotel lighting application is between the home and the business, both considering the practicality of the business and the comfort of the home, so the hotel is the most used scene for small spotlights and strips, with local controlled The lighting creates an atmosphere of the whole environment with accent lighting and indirect lighting. With the rise of interconnected lighting technology, more and more IOT service companies regard the hotel as a scene of technology application, and promote the IOT of lighting products, making the hotel more and more new product choices in the new decoration, for example, implantable sensor automatically switches the lamp, instead of the traditional panel control switches and other intelligent, but overall , these are only implant technology, not really need the product form are subject to change, not the product itself revolutionary development.

2.6

Intelligent lighting products

Intelligent lighting is a big category, and each family does not do the same. Although there are some technical classifications, there is no way to make a clear classification of products in the short term. Intelligent lighting has many directions, such as home/commercial/office/industrial/agricultural/architectural/landscape/scenario/cultural travel/road and so on. Although the intelligent lighting itself is an addition, it is necessary to do the subtraction of intelligent lighting, choose a direction to break through and achieve the ultimate. The intelligentization of lighting is a constant trend. At present, it is only a question of the speed of penetration growth, and it is also an opportunity for technology and product companies to re-select the track. Intelligent lighting does not want to describe too much. To do a good job in intelligent lighting, it is necessary to have a mind, money, technology and what is not enough.

2.7

Special lighting products

Special lighting is a nugget tool in the market segment, and the profit is sufficient. However, since it is a “special”, there must be a considerable threshold. It is not a business that can be held high and must have sufficient technology and services. Invest and accumulate.

2.8

Functional fusion
lighting products

The fusion of two different technologies or functions in the same application scenario reveals some particularly interesting product directions.

2.9

Interconnect technology

2.10

Sensing Technology

Sensors are increasingly used in lighting products and lighting scenarios.

2.11

Light health applications and technologies

The application of light in the field of health.

There are too many products and technologies to cover, including architectural lighting and landscape lighting, as well as LiFI and full spectrum technologies, outdoor sports lighting products, etc. Many products and technologies are worthy of further market opportunities. The combination of new technologies and new application scenarios will bring many market opportunities that traditional products cannot achieve. Cross-border is not a boastful word, but an opportunity given by the market.Among the products I have experienced, the following security floodlights are a very good example of cross-border products, which have formed a full-scale impact on both the stock market and the incremental market.

There are not many people who can seize the market opportunity. Even though the product has formed a full market influence in North America and parts of Europe as a complete category, until now, it is still a small number of companies that can mass produce the product. Most companies that have expectations for this type of product either wait and see or have no suitable path to implement the product, or the data is not sensitive to the market when the input-output ratio is not supported. The product itself has certain technical thresholds, which will become the norm in the future lighting industry. The combination of new technology implantation and traditional product design will cause the traditional lighting enterprises to sink further in the value chain, and also in the value chain. Compared with low-end lighting companies, they have the opportunity to overtake the curve on the product. Here we lay out so many product categories and some new technology information, mainly for subsequent market opportunity assessment, the market opportunities are definitely more than this, the entire value chain industry is full of crisis, danger and opportunity for all enterprises And everyone is fair.

3

Value link and market
development opportunities

Before analyzing market opportunities, we need to sort out the industry value chain.The value chain of products in different business areas of the industry is different. For example, the value chain of landscape lighting business and large circulation lighting products are different. The value chain of light source products and lamps products are different. Decorative lamps The value chain of products and standardized lighting products is different… Here we still carry out market opportunity analysis of each link of the value chain around the product brand with the following main line.

3.1

Components and component suppliers have
limited chances ofexpanding downstream

The difference between business model and scale is huge. The probability that components and component suppliers will directly expand downstream is not big. Although there are six wooden success stories, many failures or imperfections are still the mainstream of the market. Cree / Sanan / Yiguang / Dehao Runda … have an application to the application side, at present, compared to the main business, it is difficult to say that it is a success.

3.2

The transformation of product design product solutions to product development and operation is like a fire of stars

On the one hand, it has all the elements needed for product development. On the other hand, product manufacturing is no longer a threshold. As long as there is enough order input and profit support, it is very easy to find a matching manufacturer. Products that go to market to form a business have a continuous return and are much higher than the return of the design/program, which can form a value deposit. There are a lot of reasons why the actual situation is that many design and solution providers are trying to launch their own products on the basis of retaining the original design/program service business. Although there are not many successful people, the base number is very large. It may form a considerable product innovation force. One product is a brand, one brand is a company, and the design/solution company’s breakthrough in product development and operation may bring some new product ideas from the perspective of e-commerce.

3.3

Manufacturers are almost the only development path to the product brand

Four or five rounds of ebb and flow, pure OEM manufacturing service providers have almost nowhere to go.

– Product update iterations are too fast, and the scale advantages of traditional manufacturing service providers are no longer;

– Technology upgrades, new technology implants, and higher requirements for supporting support services of traditional manufacturing service providers;
– Intelligent/automated manufacturing and government investment impacts make brands with large-scale order output more likely to build their own manufacturing service foundation ;

– Manufacturing costs increase profits and thinner, foundry services can only survive and cannot support long-term development of enterprises;

– Market terminal industry (distributor / product operator / e-commerce) demand for product cost performance and innovation, expecting direct access to factory-side product support;

– The regional upgrading of municipal planning leads to the transfer of supporting resources for manufacturing services, and the associated manufacturing services themselves also need to be transferred;

– Uncertainty in the withdrawal of large customers.

This is not a good way to go, but for manufacturing service companies, this is almost the only long-term development path, or it can only transform other businesses or sell them through capital operations. Manufacturing services are indispensable for products, and the market has sufficient demand for the growth of manufacturing services. However, from the ebb and flow of the past two decades, the rise and fall cycle of manufacturing service companies is about ten years. Still, but the manufacturing service companies will take turns to play, there are ups and downs.

3.4

Opportunities between international brands and domestic brands

For a long period of time, the development of lighting has fallen into the situation of “no-going areas ahead”. The development of international brands has been faltering, and it has also led to the lack of “examples” for domestic brands. After nearly a decade of modular/intelligent exploration, international brands are leading the market again to build lighting product plans for the next era. In this process, whether it is manufacturing or technology, there may not be many opportunities in the field of pure lighting.

In the period of confusion of international brands, domestic brands also have to experience, but the current domestic brands and international brands in the traditional market competition, domestic brands still have a lot of room for growth, do not need to emphasize the future-oriented paving, only need After waiting for the international brand to lead the market, it is ok to follow the strategy of MeTOO. The only risk is that lighting is also likely to enter an era of highly concentrated market influence, an era that was limited by technical rules when the lighting market was just emerging in the early part of the last century. In the various segments of the lighting market, the concept of the head is formed. Later, it is necessary to cross the two thresholds of market and technology to compete. Compared with the situation that can be done in the past, the current two (large) eight ( The market situation of mixed production is likely to move towards a four (large) six (mixed) pattern. Enterprises without core competitiveness will gradually withdraw from the market and reverse the market influence. The dual role of capital and market influence makes the development prospect of traditional brands more bleak. YEELIGHT will not be the only heterogeneous involved in lighting.

International brands are constantly adjusting the structural change track, and may decline in the process. It is also possible to occupy the commanding heights in this process to lead the products, technologies and market rules of the next era. The former possibility is even greater. After all, At present, the gap between domestic brands and international brands is not in the technical and manufacturing fields, mainly in the market. Some people say that companies like GE will make a comeback, and the lighting business will return to the Asia-Pacific market. Let’s take a look. If KKR has cooperated with GE after acquiring NVC, this is possible. If it is only brand authorization, it is possible, but GE It is unlikely that it will return directly to the global lighting market.Although it is a hundred years of precipitation, as long as it falls behind, it will be pulled out of a few streets in minutes. If you don’t want to do it, the market will only become more and more cold.

International brands are striving to sell services, and domestic brands still stay at the stage of selling products.

3.5

Channel change and development

Traditional channels still have great market value for a long time, but compared with the new sales channels directly related to consumers, the disadvantages of traditional channels are obvious, their sustainability is difficult to say, and efficiency is not Catering to the speed of product and technology change, the input-output ratio is obviously affected by time, and time conflicts with the speed of product and technology iteration. If you can’t push the product to the direct consumer in the first time, you will miss the market. opportunity.

What channels are good and what channels are not good. There is no way to analyze them in detail. Just to name a few examples, similar to traditional light bulbs such as bulbs and T5, the value of traditional channels is very important, similar to personalized lighting. For the products of the class, the value of the traditional channel is not enough for a fraction of the value of the vibrating large value. However, the value of the traditional channel is obviously not as good as that of the commercial/office/industrial products of the system combination type that is required by the scale. Directly customer-oriented collection.

 

The first time, accurate, for direct demand users, is the best channel. Tradition is ultimately a tradition, including thoughts, and the coming will always come, no one can hold the rolling forward of the times and market trends.

Starting from the e-commerce mall, the industry marketing elite 20 years ago couldn’t play. From the strict selection of the mall, the industry marketing elite ten years ago couldn’t play, starting from the public vibe, five years ago. The industry marketing elite can’t play. So it became, some people are still playing twenty years ago, some people are still playing ten years ago, some people can only play five years ago, some people just entered the game, but it is the latest gameplay, and there will be some in the future The way to update appears, and only those who are brave enough to try can really cater to the future. Of course, the value chain will also be adjusted accordingly. The products sold by the Yaoyin show will sell more than the elite sales, and the benefits will of course be tilted.

Among them, not only the way of thinking is difficult to adjust, but also the constraints of existing experience and resources. We can boldly guess that perhaps the next generation of communication will be presented in such a way using such tools:

3.6

trend

Applying the trend of the great god Kevin Kelly, the trend of the lighting market is also so close.

3.6.1

Everything is upgrading

Everything is being upgraded, products, technologies, promotion methods, application methods, application scenarios, and so on.

3.6.2

 Value chain remodeling

The combination of new technology, new scenes and new trends determines the value of a product, determines the profit of a company, and determines the salary of a person. The salary system will be more and more determined by the future-oriented needs. The CEO of the traditional company. The income may not be as good as the depth of the deep learning programmer. In general, the sales director’s annual income may not be able to match the monthly income of the company.

3.6.3

Internet of Everything

For a long time, the connection between people and people constitutes society, and objects are just tools used by people. But this situation is changing. It used to be: You don’t know whether the cable is a man or a woman or a shemale. You don’t know the network cable in the future. The end is not an individual. Lighting is the same, although it is a very common product, but with the upgrade of product technology, each product may have online properties, although it seems unnecessary now, the trend is this, after all, in the carriage In the popular era, it is not necessary to climb a car with a tortoise and a huge noise. Therefore, it is not easy to draw conclusions.

3.6.4

All business is data

All business is data. If you don’t know who is the one who needs your product, you don’t know who to sell the product to. If you don’t know who is your service, you don’t know what to define products and services. It is appropriate. On this point, if you want to verify, spend some money to find someone to help you pull a certain category of products in a certain industry, Tmall background data will be fine, shocked you, on this basis, product positioning, market pricing, competitive strategy Wait, all there is.

3.6.5

Most innovations are 
the reorganization of existing things.

Some people have doubts about various innovations. They have to question the addition of cameras to the light bulbs. They have to question WiFI plus Bluetooth on the lamps, and question the speakers on the lamps. The question is the labels of these people. There are always people who yearn for innovation and practice. Innovation is the label of these people. Since Kevin Kelly has said this, it must be justified.Questioning is the passer of the skeptic, innovation is the epitaph of the innovator, there is nothing wrong here, anyway, everyone has their own living methods, and companies have their own living methods.

3.6.6

Be able to attract attention and make money

This should be the motto of Tencent, although Zhang Xiaolong did not think so. It’s useless to sing and boast in your own home. If you can’t attract attention, even products and services can’t be brought to the user’s face. Even if you send it to your face, you can’t even attract an eye. I think it’s true. It is difficult to sell products and services, it is difficult to make money, long live Kevin Kelly. The wine is also afraid of the deep alley. In this respect, Maotai actually does a very good job. It seems that if you drink Maotai, it will become the feeling of the superior. The feeling is very good with the wine.

3.6.7

interactive

If there is no end-user participation in the product, if we are thinking about the future product, we still make a very good product. The customer will definitely choose the customer, and only need to choose it, it will not constitute the brand and service. Stickiness will not be a product for the future. Almost all of the products that make up the emerging brand have more or less two important new features: 1. The end user needs to participate in the final result of the product; 2. Provide functional elements that partially interact with the end user.

This kind of participation may be just a matter of posting a big post, or it may be a real-time interaction with APP support. It may be a matter that requires the customer to manually build a product’s personalized elements, or it may simply require the customer’s own DIY product. The final form. Compared to the need to express oneself, the user’s inertia is not worth mentioning. Although we describe the situation at the C-end, the B-end is the same. If you only consider the product itself, the B-end is nothing more than a big customer, and there is a demand for the product to show its own taste and thinking.

3.6.8

Ownership value becomes value of 
use right

In fact, this is a beautiful scenery in the lighting industry for a while, is EMC, although the ownership or use rights are not clear, but it is indeed a new model to generate income through value-added services. The process of changing the value of ownership into the value of the right to use is to generate income through further value-added services. The value-added services will mainly be carried out in three aspects: connection, cloud and content. This can actually be understood as an upgrade. The previous business was done in the plane. The products and channels are rivers and waters, nourishing everything. The future business is completed in three-dimensional space, and the service methods are not the same.

3.6.9

 The core is not sharing 
but cooperation

No one knows everything, and no company has everything to do. Cooperation is the best way to upgrade to the future.
But, why is it always millet?

3.6.10

 The value of technology is 
“used”

Practicality is always the first element of the product, and the value of the technology is developed with the approval of the user. The products of the lighting industry are not only domestic designs, but the world is the same. Many of them are still on the “selling phase”. The functional and practical considerations, technical upgrades, etc. all have to be done, but the difficulty is They were discouraged, and they turned back and looked at the shells. For example: not to do mobile phones, how to do thinner, thin and not practical, is ornamental and remote logistics, mobile phone thin is practical, because it is used in the hands. Because it is thin, the product will be loved by users?For lighting, no, it’s just a wishful feeling that will make you “satisfied”.

3.6.11

 Good questions 
are more important than perfect answers

Keeping learning, you need to think about the future at any time. The old-fashioned talks based on past experience will seriously hinder the development of the self and the company. Those who can find the real answer in the past experience are of little value and can put forward the past experience. The answer to the question, the answer is the opportunity.

3.6.12

 Subversion or subversion, 
always an outsider launching an attack

Don’t want to subvert yourself, it’s hard, it’s almost impossible. Growth and breakthrough are the most important goals of their own development. It is the most reliable to use their own growth and breakthrough to resist the subversion of outsiders.More and more subversives are already on the road. Today, they look very small, or they look ridiculous, or look very gentle. They can’t be suddenly stunned to the company. Hey, slap, slap, slap a big piece, kill you, nothing to do with you. Then I will give Xiaoye YEELIGHT a decade of development. Maybe I can buy OPPLE. Who knows, the things that come later are not surprising.

4

Industry opportunities
and development paths

The first is self-positioning, then the opportunity opportunity. This is a short-term and medium-term long-term corporate development strategy. Only in the current industry technology and market development changes are so complicated, it is necessary to especially consider the opportunities that are occurring and possible. Risk, and not always applied to the experience of the old-fashioned assessment.

Write tired, not fun, should have a summary of the content, a more detailed discussion of possible market opportunities in different value links, can be summarized is only my personal summary, each person’s own thinking is the most important, each enterprise It is most important to cater to the trend based on its own development foundation and development strategy. It is easy to go down with others.

Of course, if you go, you will fall into the pit, and you may not be able to climb out. However, there is a relationship between them. The pits that you dig yourself are also going to jump with tears. The willingness to jump is willing to have no regrets… …. Time will prove that the pits created by each person or each enterprise are destined to fill in by themselves.

 

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