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The company is ready for winter
After decades of development, China has become the world's largest producer and exporter of lighting appliances. In 2007, the total output value of the lighting industry reached 180 billion yuan to 200 billion yuan, and the export share was about 12.5 billion US dollars. However, in 2008, China's macroeconomic situation was grim, labor costs were rising, the renminbi continued to appreciate, and the real estate market was sluggish. These unfavorable factors constituted a lot of pressure on the lighting industry with huge export volume. Recently, the reporter interviewed Dou Linping, deputy secretary-general of China Lighting Association. He believes that the lighting industry has now entered a period of boring, and enterprises should be psychologically prepared to prepare for the winter.
The lighting industry is entering a dull period
Due to the impact of the macro economy, lighting companies have encountered unprecedented challenges in 2008, and the lighting industry is not very optimistic. This is a fact recognized in the industry. Relevant people expect that in 2008, about 30% of the lighting industry will face bankruptcy. In terms of home lighting, with the continued downturn in the real estate market, the entire home improvement industry has been affected, and the sales situation in the lighting market is also very sluggish. This phenomenon is particularly prominent in large and medium-sized cities; in engineering lighting, with With the further implementation of the national energy conservation and emission reduction policies, many urban lighting projects are no longer as triumphant as in previous years, and office lighting fixtures have also been subject to various restrictions, which has also affected the development of the lighting appliance market to some extent. Corresponding to the shrinking market, the production of lamps has encountered difficulties. Many practitioners said that raw material prices have risen, labor costs have increased, profit margins have been narrow, and the increase in costs has led to a general increase in the price of many lamps on the market by 10% to 30%. Production companies have already passed some of the cost pressures to the sales channels, and the pressure on dealers has increased dramatically.
Compared with the domestic market, the export situation of lighting companies seems to be more unfavorable. As the main export market for Chinese lamps and lanterns, the United States is currently facing a subprime mortgage crisis. As a result of this, China’s export market has shrunk rapidly. Dou Linping told reporters that the export growth rate of lighting enterprises in the first half of the year has dropped significantly, mainly due to the decline in the export volume of energy-saving lamps. The growth rate of some enterprises has begun to fall below double digits, and this situation may continue. In addition, many companies have limited profit margins even if their exports remain unchanged. Since some companies signed annual orders with foreign countries at the beginning of the year, and now the renminbi continues to appreciate, its profits are close to zero. All that can be earned is export tax rebates, but the contract has to continue. Under this circumstance, some enterprises have transformed and considered to shift from export to domestic sales, which inevitably intensified competition in the domestic market. Dou Linping said that many companies that used to focus on export business have always adopted the OEM method and lack of marketing channels. This coincides with fierce competition in the domestic market, and the road to domestic sales may not be smooth.
Winter reflects the immature industry
Although the history of China's lighting industry is long, it is still quite immature compared to other industries such as home appliances. Dou Linping said that at present there are tens of thousands of domestic lighting companies, and hundreds of small enterprises have closed down every year, but every year there are far more small enterprises. The technical threshold of the lamps themselves is not high, the industry competition is chaotic, the product homogeneity is serious, and the situation of mutual imitation often occurs between enterprises. Usually a company has just launched a best-selling luminaire, and it will quickly be copied to the sales outlets of various manufacturers. Such an industry status quo obviously does not have the ability to withstand baptism.
The Olympic project is an opportunity for China's lighting industry, but what is the proportion of national brands in the Olympic venues? Dou Linping told reporters that most of the Olympic venue lighting products come from foreign top products, and the proportion of domestic lighting brands is about 20%%. about. In contrast, the gap between domestic and foreign brands is still relatively large. The problems of domestic products are mainly reflected in three aspects: First, the lamps themselves, reflectors and light distribution of lamps, domestic brands are still difficult to meet international standards; second, compared with foreign brands in terms of light source, light efficiency, power and life. There is still a certain gap; the third is the design level, such as the arrangement of the aiming point, it is not very good. Domestic lighting has its own design, and the process level is slightly rough. Considering the appearance and shape, it is considered that the lighting effect is small. These are all domestic lighting manufacturers to be improved.
Therefore, due to the comprehensive impact of the domestic and international economic situation, the lighting industry has entered a period of boring, which also reflects the imperfection of the industry. In the domestic sales market, many small enterprises have insufficient capital chains, lack of core competitiveness, and produce stereotyped lamps without brand awareness. When the industry as a whole enters difficulties, they do not have the strength to stand out.
Enterprises must also harden their own iron
Although many SMEs are currently struggling, there are still some brands that remain optimistic. For example, the relevant person in charge of a well-known enterprise once said that not every enterprise faces winter, because consumers' requirements for lighting products have shifted from simple light demand to lifestyle pursuit, if they can satisfy consumers. Demand, we can meet the spring of the industry. In this regard, Dou Linping believes that the production of Chinese-made lamps has always been the boss in the world, but the strength of brand building is very weak. Although the current macroeconomic situation is indeed a big pressure on enterprises, in the long run, the changes in the consumption demand of the city also provide a lot of room for enterprises. If enterprises can see the situation and accelerate industrial upgrading, Make a difference.
According to reports, with the guidance of the national macro-policy, there are also some active enterprises that have taken the opportunity to attack. For example, some companies have begun to shift their research and development focus to energy-saving technologies spontaneously, and began to pay attention to the improvement of core competitiveness. There are also many enterprises that have begun to increase the sales of outlets in second- and third-tier cities. This is the way for enterprises to improve their own construction. The industry believes that the company's brand marketing and market development should be sustained and coherent, and should not be weakened by the influence of the big environment, otherwise it will be abandoned. In short, the current stage is the period of reshuffling of the industry, and the industry must complete the survival of the fittest in this process. For the enterprise, it is necessary to fight the iron itself. Only by practicing the internal strength can it be invincible in the competition.
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