District Bingwen: Rationally Treating LEDs and Sticking to the Mean Balance

[Source: "High-tech LED-lighting market" October issue Zhou Jianhua finishing]

Almost no lighting and lighting companies will pay attention to LEDs, and media reports prefer this. Needless to say, LED is a mainstream in the industry. However, I still insist: LED is just a kind of light source in the lighting industry chain, just like the essential accessories such as buttons or zippers on clothes, it is not equal to the whole industry. Buttons and zippers can be placed anywhere in the clothes, but you can't point to a button and say, this is a piece of clothing. Now blindly follow the trend, a large number of enterprises are not short-sighted and have problems, that is, the old business is not good and unprofitable.

I remember that Archimedes once said such a sentence, give me a fulcrum, I can pick up the whole earth. This is the principle of leverage balance. There will be a profit explosion point in every stage of the lighting and lighting industry, but in the process of commercial development and operation, manufacturers and businesses need a moderate balance to promote the steady development of the industry.

No matter what kind of projects, including emerging light sources such as LEDs, if you want to achieve its power to become a business, you must carefully look for the balance of the project. This balance point refers to what is needed by your target customer base. What do you really need? What do you need for your collaborative resources and what can you provide? What is the point of unification between the two?

I believe that the strategy lies in the balance of the mean. The essence of the mean is to maintain the balance of things, and balance is the law of mutual dependence and mutual dependence. Although sometimes adopting the "over" approach to dealing with the world, it is also to stimulate vitality, use the power to break the imbalance, and then seek a new balance. The same is true of the corporate strategy. It is nothing more than the scheduling of people and property, so that all kinds of resources can be used to the maximum extent and rationality, thus completing the corporate goals and tasks.

Traditional enterprise transformation, emerging enterprises enterprising, and their pivots are all in LED, which is understandable. However, many people are not familiar with the characteristics of LED products. The potential risks of the LED market have not yet been estimated. They will blindly launch LED-related projects, so they will not be listed according to market rules, and sooner or later they will accept “impulse punishment”. Now, across the country, the lighting industry has set off a “bailout tide” for LED companies.

Moreover, everyone is going to squeeze the "single-wood bridge" of LED-shaped products, but it does not work hard in terms of quality, design, research and development, light efficiency, etc., so that the homogeneity is extremely serious. Or the original product advantages, such as fluorescent lights, crystal lights, European lights, etc., are buried, which loses balance. In marketing terms, everyone is falling into the "Red Sea". Forgetting the core of the "Blue Ocean" is to seek alienation. Including brand positioning, product line, marketing execution system, mechanism, staffing, additional services and other differences.

Of course, the government has now introduced quite favorable policies to promote the market penetration of LEDs, but we still have to be aware that the limited promotion of the government is only a demonstration, and it cannot spur the entire market, and it is even less likely to be a life-saving for individual enterprises. straw". Taking the local government's public lighting project this year, there are still a handful of 20,000 companies in the ancient town.

Therefore, the most important thing in developing LED is to master the moderate strategy. The highest ideal is neutralization and introduce new profit growth points. The highest goal is not to narrow the product line, stand out from the crowd and lead the way. It is coexisting with the original resources and achieving a win-win situation.

(Source of this article: District Bingwen, Chairman of Huayi Lighting Group Co., Ltd.)

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