Recently, the industry has launched a price war around LED T8 lamps, including 18 yuan for international brands, 9.9 yuan for Oup, 8.8 yuan for Mulinsen, 6.8 yuan for Huaqiang, and recently launched 9.9 yuan T8 for the Buddha, which will cost less than 10 yuan. As the Buddha lamp is the standard product in the engineering field, it represents the lowering signal of the brand lamp, which makes the price cut far more profound. This time, the T8 lamp battle, with the market fermentation, is bound to affect other second- and third-line lamp companies in the industry, or to adjust the price either actively or passively. The incident itself has surpassed the simple price war at the enterprise level, but the prevailing industry dilemma. Everyone is forced to have no choice... What is the current lighting industry? The price of killing people is not paying for the life, what should the lighting people do? How should the company respond? 1. In the information age, the gross profit of traditional pure product trade will be infinitely close to zero. It can be foreseen that the gross profit of pure trade will become more profitable with the transparency of information such as e-commerce, which is a general trend, and services such as finance, insurance, wealth management, auction, collection, and personalized tourism. Will gradually rise. For traditional enterprises, the gross profit of the future trading links tends to zero-free, then it is necessary to obtain profits through other marginal services, such as through financial and other means to obtain profits. The pure product trade model does not have a platform to build a true industry-level solution to achieve optimal integration of the industry. Nowadays, it is not the era of positioning the products for the enterprise, but the positioning of the enterprise around the service and operation of the customer group. For example, a platform company that was originally positioned as a luxury sales company has accumulated more than 7 million high-end users. The positioning is to provide comprehensive services around the life and consumption of high-end people, not only to provide a luxury sales experience. It also includes auctions, financial management, insurance and other services. The main role of customer-based services, zero gross profit or free of charge is to enable companies to provide a broader customer base, resulting in greater marginal effects in their later operations. The traditional competition factor that relies on the survival of gross profit will face competitive elimination when there is no other profit-making method. The original two-dimensional competition is nothing but price competition. Nowadays, in the face of multi-dimensional competition, the living environment will continue. deterioration. If the lighting industry produces some environmental variability, there may be some platform companies to break the current profit mode, which does not depend on the difference between the products from the manufacturer to the user, and the formation of geeks by smoothing the price difference. In turn, other profit methods are generated. 2. Behind the price war of T8 lamps, the lighting industry is increasingly showing the homogenization and standardization of the semiconductor industry. Recently, the industry has set off a price war on T8 lamps. As the share of T8 lamps in Ou Pu's overall product sales is not very large, Opp has hit the price of T8 lamps, and Opp enters the market with a more aggressive price attitude. To boost the confidence and cohesion of the channel in the LED era. At the same time, it can cover the real profitable mainstream sector, especially in the field of home lighting (especially the profitable section of ceiling lamps), burn the war to the mainstream position, burn to commercial lighting, engineering lighting, light source and other fields, and then gain attention. And the word-of-mouth effect of the channel. With the price of Oupu rushing in, in terms of channels, on the one hand, it may form a certain pressure on the same products like NVC, Sanxiong, etc., and if these two brands do not respond accordingly, they will lose. Some shares, and dealer morale will also be greatly suppressed. In turn, companies like Buddha Photo, Mulinsen, etc., respond to the entry of new spoilers. Looking back, look at the original two-pole positioning of the T8 tube light source. In the traditional lighting era, Foshan Lighting and Philips stuck the wholesale high-end and low-end prices. Now the system is broken, the bottom layer is being rebuilt, and Philips is now suspended. In the air, if it does not land quickly, it will be in the "weightlessness" state for a long time like Osram, there is no way to find its own foothold. Similarly, with the price of the mainstream low-end light source, such as Buddha Photo, Mulinsen, etc., it will also oppress the product prices of pilot, Huaqiang and even Guzhen light source enterprises, further compacting the price of the entire industry. At present, the price is at the 6-yuan level. It is likely to break further in September, and it will be closer to the traditional T8 tube to promote the large-scale replacement and popularization of LEDT8 lamps. After the reshuffle of T8, the obvious trend is that in the future, in the field of light source standards, the real advantage is that those companies with relatively large scale and strong cost advantages, such as monthly output of 5 million to 1000. More than 10,000 will have a certain share in the competition. In the era of semiconductor lighting, its homogenization and standardization characteristics will gradually become a mainstream after the light source and the driver gradually form a certain scheme, and then in the field of downlights, ceiling lamps, etc., the mainstream price will become the mainstream trend, and the mainstream products will build the mainstream share. Under the circumstance, no matter how differentiated positioning, the ability to float in price does not overflow much, and lighting products are increasingly showing the price law of the semiconductor industry. 3. In the next three to five years, the melody of the lighting industry will be centered around the "trio" approach, namely restructuring, restructuring, and reshaping. After the emergence of a market-style law and standard for products and prices, the concentration of market share will begin to form. The formation of the concentration of shares is the beginning of the large-scale elimination of shuffling. In the household appliance industry, the number of white-scale enterprises has been largely completed in 6-8 years, while in the black electricity field, it has been used for 10 years. Basically, thousands of enterprises have been washed out to form mainstream brands. The top 10 basics It has a 70% share, and the rest is small. Of course, the recent rise of Internet TV may cause new changes to the original color TV structure, but the share concentration is still a trend. Now that the scale of the lighting industry is 560 billion yuan, it will rise to 1 trillion in the next 5-8 years. Then the top 20 brands are estimated to be on the scale of 50 billion. The dispersion of the industry is too big, indicating the entire industry. The integration space is very significant, and its magnitude and intensity make the future industry in a turbulent period. In the past three or five years, the entire lighting industry has never been integrated into unprecedented capital. In the replacement stage of LED, capital has entered the industry unprecedentedly, and it is also remarkable compared with other industries. Correspondingly, with so much capital entering, the original share pattern of the industry has not brought about a fundamental subversion. The efficiency of capital to reverse the industrial structure is not very high, which means that the capital investment is more concentrated in the enterprise micro The elements are not released very well. The melody of the entire lighting industry will be built around a three-fold approach, namely, restructuring, restructuring and even reshaping the entire industry. The LED era will come, the Internet era will bring, and the power of capital, innovation and entrepreneurship based on this will Will become the industry's next hot spot, tipping point. Nowadays, many industry-leading companies can obtain temporary technological leadership or cost leadership at a certain point in time, which means that they can continue to grow. If there is no corresponding supporting environment, take this advantage to re-establish Building your own brand, channel, and supply chain, the overall efficiency is very low, and the energy is very poor. The cost of innovation in the industry is very high. In this context, we have seen many companies in the LED wave, and the wind is surging. You sing, we are on the scene, but it is so heavy that it is difficult to have a few to kill. Mulinsen is one of them. It is one of them. Adding the advantages of its own industrial chain and downstream product resources, pouring its own resources and killing a bloody road, but at present, there are few companies with determination, ability and resources like Mulinsen. This year's Guangya Exhibition will become more and more obvious in the LED general trend, leading to a clear trend of homogenization and standardization. Under the competition of various enterprises, various important comparison points will be reflected. The advantages and disadvantages of each program, the other is the cost advantage, and finally form a phased market under the "1W how much money" program, the corresponding chip, drive, heat, shell and other configurations as a measure. In fact, it has already been formed in the field of street lamps. Now, some indoor lamps such as bulbs and lamps have begun to form a measure of “1W how much moneyâ€. What kind of mainstream solution is behind it, and behind the mainstream solution is the mainstream supply brand manufacturer. The support will eventually be like the mobile phone industry, gradually showing the component configuration performance to users, chips, motherboards, circuit boards, screens, etc. and gradually become the reference price of mainstream brands. Enterprises are floating around this price standard to find their own positioning. Once the indicator comes out, it will become an industry indicator, and each company will make corresponding plans around this indicator, including cost, time and other factors. In the era of LED semiconductor lighting, this trend is constantly moving toward the downward channel trend, and everyone in the industry at the down time node has a different opinion. 4, under the rapid iteration of products, the cost of traditional pressure dealer inventory is to sacrifice corporate response With the flattening of the Internet information channel, dealers can also participate in it, have their own judgment on the future trend, and thus affect the level of inventory water level construction, the direction of capital investment, etc., so the traditional logistics transit mode may be subverted. In the era of traditional lighting, NVC does 4 billion, manufacturers need to do 3-4 billion inventory support, one turnaround a year (not bad), the national operation center needs to prepare 4 billion goods, more than 3,000 stores to prepare 4-5 Billions of goods, omni-channel warehouse stocks will go to 1.2-1.3 billion, and finally transferred more than 4 billion water, equivalent to 3-4 laps of all-channel turnover, then whether you can use omni-channel 400 million to turn 40 billion in the future Here, the space for vacating funds, logistics efficiency, inventory control, etc. may not be solved by the original traditional model, and it may be necessary to make innovative attempts in the new model. If you still use the traditional model of the inventory chain to compete for one-third or even one-quarter of the inventory turnover efficiency of competitors, it is very difficult to confront. Nowadays, with the downward trend of semiconductor prices, each inventory level carries a very large risk. Where are the pain points of the original enterprise and channel operation? First, the product line is too single, it is difficult to support the dealers' satisfaction with the customer solution for a single operating brand, it is not easy to enlarge; second, the inventory is not available. The problem. The responsiveness of the unstocked product line cannot keep up, the order cycle is too long, the customer experience is not good, and the loss is high. The LED era delivery cycle is a headache for channel vendors. Manufacturers also have a high risk of stocking. Therefore, they often receive orders and then transfer them to the upstream supply chain. Especially the chip, there is no 15-20 days to pay the goods, so the whole process The physical cost of time is high. Similarly, dealers are afraid to stock up. Under the premise that the channel is very down, the inventory will be owed, and the inventory business will not be lost. This is the contradiction of the current manufacturers. At present, strong brands want to use their own advantages to suppress the corresponding inventory of channels. This is at the expense of the ability to respond. The competitiveness of their products will decline with the speed of iteration. Therefore, enterprises will have no way to go, choose diving. Sexual price wars, enter and want to return to the main channel of competition. On that day, X Pu was forced to rush, and the price of the product dive. Under the chain reaction, the entire industry will be oppressed. 5. The lighting industry will solve the competition problem through competition upgrade, and then break the original competition pattern. The scary aspect of competition in different dimensions is that you earn money for the difference in the price of the product, while the other party makes money for the financial; if you earn money from an eco-scale brand, the other party earns money for other marginal utility; if you earn part of the money, he makes the whole money; He can be a local loser, but the traffic he brings can be profitable in other ways. Among them, this kind of profit is in service, the service profit rate is increasing, and the interest rate of selling products is infinitely close to zero. These two trends lead to competition differentiation. Nowadays, enterprises regard product sales as the operation itself, or the props of business. What should be exchanged, it is best not to make direct money, but to generate "chemical reaction" money from the carrier, which is difficult for others to imitate you, and The barriers are high. This time in Beijing, Drip and Express will soon ship to the same city in the next stage, and respond quickly. From the nature of transportation, the transporter and the cargo are the same thing, and the market's niche suddenly exploded several times. When we calculate the cost of a product plan, others calculate the current capital market, how to use the performance to earn in the company's market value, and regard it as a tool. The lost money and the capital market come are not a level. Can't play. It is likely that this industry will eventually solve the competition problem through competition escalation, and use the higher level of competitive thinking and competitive structure to subvert the original competitive landscape.
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