Only when the difficulties are coming, can we discover how important Chinese creation is.
In 2008, with the tremendous changes in the overall macroeconomic situation, Chinese companies that are good at manufacturing are facing an unprecedented crisis. Under the background of rising raw materials, rising labor prices, appreciation of the renminbi, adjustment of export tax rebates, and soaring oil prices, it is a problem for companies that manufacture and OEM.
Saying goodbye to simple manufacturing, we found that companies that took the lead in innovation and took the lead in creating the road once again took the lead in this round of great changes. To this end, SouFun Home Network will launch a series of reports, trying to analyze the development trend of home manufacturing industry under the macroeconomic background through an innovative perspective.
The lighting industry does not have a brand for lighting. Zhu Zuhuan, who was the director of operations at Op Lighting in 2004, was surprised and saw an excellent opportunity.
According to market data, China's lighting market has sales of nearly RMB 1.4 trillion in 2005 and exports of about US$8 billion, but in sharp contrast to the huge market share, 35 companies have sales of more than RMB 1 billion. The characteristics of the enterprise are that the number is large, the scale is filial to OEM, and there is no independent brand.
In the face of the development of an extremely asymmetrical market, Opt decided to innovate and take the lead in making the brand. According to the market research data of a brand agency at that time, in 2004, consumers mainly considered the appearance and price when purchasing lamps. In 2007, the consumer concept of consumers has undergone a complete change, and the fee-selection of lights has begun to consider brands and styles.
In Zhu Zuhuan’s view, in just four years, the concept of consumers has undergone tremendous changes, and brands have become more and more important. This is the result of a joint effort by the company to be a brand innovation company. After the brand, the company also began to benefit, the product profit increased, the ability to withstand economic risks increased, and more importantly, the company can develop according to its own plan. In 2008, when the macroeconomic situation changed dramatically, it was even more important.
Under the macroeconomic situation, lighting companies face the test of life and death
In 2008, for the Chinese manufacturing industry, it was definitely a year of pain. Raw material prices soared, labor prices rose, the renminbi appreciated, oil prices soared, coupled with the policy impact of export tax rebates, China's manufacturing is facing the biggest difficulties and pressures in history, and the lighting industry can not escape this robbery.
The development of the lighting industry in China has a long history. Even in modern times, there are many hometowns full of lamps. China was once recognized as the world's largest lighting country. However, with the large-scale entry of foreign brands, China's lighting industry has not only failed to rise, but eventually fell to the fate of OEM exports. Behind this, it hides the sadness of too many lighting industry.
Although China's lighting products were once ahead of the world's advanced level, the current development situation is not optimistic. The relevant person in charge of the China Lighting Association has introduced that many lighting companies in China do not have the most advanced light source production technology, so they only use lamps. Do not make a light source. Some enterprises simply do export business directly, and are willing to become a product processing enterprise for OEM export. And such enterprises earn only the processing part with the least profit, and the brand part that truly reflects the added value of the product is all in the pocket of others.
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