Encounter development bottlenecks

After more than 30 years of rapid development, China's lighting (lighting) industry has achieved world-renowned achievements. With the increasing demand for energy-saving and environmental protection, energy-saving lighting and LEDs have also swept the entire lighting and lighting industry, and gradually received strong support from the government and extensive attention from all walks of life. A large number of outstanding enterprises and brands have also grown up in the fierce market competition, especially LED companies, and the momentum of entering the capital market has gradually emerged. In addition, a large number of lighting industry bases and LED bases have sprung up everywhere.

However, behind the lighting (lighting) industry landscape, the accessory companies need to be silently supported, and each finished product needs to be assembled with multiple small objects. When everyone focuses on the glory of the finished product, how many people will pay attention to the "unobtrusive" accessories company? What is their living condition? What is the competitive landscape of the market? Have you encountered a development bottleneck? When the lighting industry is full of pots, they have been given a share...

With these questions, recently, the reporter visited the two largest accessories market in Guzhen, with a view to seeing the leopard. By visiting and talking with the owners, the market gave the reporter an unpredictable impression: “The accessories market is like a quantitative cake. There were 8 people before, and everyone can eat 1/8; but now do accessories. More and more companies, low barriers to entry, everyone fight prices, cakes are endlessly divided, and the entire parts industry market is more chaotic."

Once praised as "the most stable and profitable business"

Speaking of accessories, many finished manufacturers or sales people in the industry will think that this is the most profitable industry. Once a friend has done such a metaphor: can say that it will not blow, do sales; can’t say if it can’t be done Capital, do the finished product; can do what can be said to make money, do accessories. Although it is a joke, it shows that the accessories only earn a profitable position in the eyes of the industry.

Relevant data shows that at present, Guzhen has officially registered 3,946 accessories companies through the industrial and commercial departments, and there are more than 5,000 accessories stores, including Guzhen Ouhuang Lighting Accessories Factory, with 5 annual turnover of over 100 million. "The accessories of the ancient town have occupied 70% of the country's mountains and rivers, and there are also a few foreign exports, such as North America, Australia, North Africa, the Middle East, etc. Just like a crystal accessory company next door, it is known as the Egyptian Crystal China for manufacturers." - A person in charge of China Lights Accessories City told reporters.

The role of the ancient town accessories industry is so great that the national market share has already exceeded half. Why do the merchants not get more profits from it, but instead swear?

LED boom can warm the accessories market
At the beginning of this year, the LED industry showed a rare phenomenon of warming up. "There are too many orders now, but it is too busy. All the finished products in our factory have been 'grabbed', and even a model is gone." According to analysis, this kind of appearance The reasons for the phenomenon include the maturity of LED technology, shrinking production costs, and expanding profit margins; the government is committed to promoting energy conservation and environmental protection, using green lighting; the change in consumer perception, LED is slightly more expensive, but in the long run is still the most Savings... However, after the LEDs are warming up, is the accessory market closely related to it rising?

According to an interview with reporters, the sales staff of Ruifeng Lighting Co., Ltd., which specializes in LED accessories, said that the performance in the first half of this year is better than in previous years. This depends on the support of old customers and the increase in sales of LED products. Invisibly boosting our sales, and our accessory styles are updated quickly, attracting many new customers.

However, does this mean that LED will bring spring to the aftermarket?

Clamping for survival
When the reporter came to the ancient town accessories market, he saw that the market was cold and clear, and most of the shops were in the door. The hard days of the merchants can be imagined.

Deng Jintao, sales representative of Shenzhen Dawei Light Source Co., Ltd. told reporters: “There are fewer people in the market, and fewer customers come in to the store. Fortunately, we have other stores to support, otherwise we will not earn enough store rent.” Guzhen Town, Zhongshan City The head of Molik Lighting Accessories also said that the two-month business was the most bleak, with few new orders or new customers, and the overall performance in the first half of the year was about 15% lower than last year.

Zhang Xiaodong, general manager of Zhongshan Hongjun (Hongyuan), is complaining to reporters. He said that he has been engaged in accessories for five years, but he has never encountered the current predicament. "More and more people are coming in. In the field of accessories, low thresholds and low cost allow them to fight price wars, and the era of profiteering is also over. In contrast, these formal enterprises, ourselves engaged in research and development, design, and mold opening, labor costs continue to rise, and product prices continue to decline. I can do 25 points of profit before, now 15 points are not there, basically to the point of unprofitable; plus the current increase in store rents, the monthly expenditure is 500,000, not including The expenses of the factory will soon be overwhelmed."

The accessories industry has been chaotic, the homogenization of products has become more and more serious, the technology has not been updated for a long time, the price war has become increasingly fierce, and the overcapacity phenomenon has become more and more obvious. Due to the poor sales channels, a large number of products are backlogged in batches because they cannot be quickly landed. On the one hand, the company's inventory is increasing, and the cost is soaring. On the other hand, users cannot immediately purchase high-quality and low-priced products; and the accessories industry has access. The threshold is getting lower and lower, and there are more and more companies, but there are very few good ones. With the advent of the world economic crisis, many companies have been forced to suspend production or even close down, and manufacturing companies are facing new transformations in search of a way out.

Lighting accessories companies encounter development bottlenecks
The increase in cost and the long time will bring invisible pressure to the meager profit enterprises. In the past two years, the rapid rise in prices has led to an increase in the raw materials of accessory companies, and the main pressure comes from labor costs. Due to the policy-oriented industrial transfer, the Pearl River Delta region has not had obvious employment advantages compared with the mainland. Many migrant workers choose to return to their hometowns to work, so that the Pearl River Delta region has repeatedly used labor shortages. As a result, enterprises only hire labor at high salaries. "The previous basic salary was 1,500. Many people rushed to do it. people."

Inferior products disrupt the accessories market. Hong Xiao (Hongyuan) lamp with general manager Zhang Xiaodong revealed that in the accessories industry, many manufacturers have neither obtained business licenses, nor formal production channels, evaded taxes and insurance costs, and more importantly, they have reduced For conventional costs such as mold opening, design, and procurement, they only need a screwdriver to produce assembly parts. It is difficult to find out the difference between the buyers and the others; in this way, other suppliers are embarrassed. After the customer comes, they always say which one sells only how much, and push down the price. Originally, the profit was thin, so that the market could only be a melee, and it was a mess.

The threshold is low, and the growth of accessory manufacturers is like a peanut tree. The person in charge of Molik said that there were not so many manufacturers of light source accessories in Guzhen two or three years ago, and the business at that time was good. In the past two years, hundreds of homes have been added. Chang'an Street and Caobu are all corners.

The price war is prevalent, even at a loss. As a dealer, the reporter went to the largest lamp fittings city and Ruifeng accessories city in Guzhen to inquire about the price. On the same LED3W bulb, it was found that the high was 12 yuan, the low was 1.8 yuan, and some even advocated including The light source only sells for 2.6 yuan. Even the capital can't keep it. It is understood that those who do this trick are mostly making money two or three years ago. Now they are killing a batch of newly opened manufacturers through low prices. When others are dead, his price will be able to rise again.

The marketing channel is aging, and waiting for customers to become a thing of the past. In order to save costs, many accessory companies do not set up a marketing team. They basically rely on the attraction market. Such customer objects are relatively limited. If the location of the store is not ideal, it is difficult to receive orders. Deng Jintao of Shenzhen Dawei Light Source Co., Ltd. told reporters: "There are three stores in addition to this store. In terms of turnover, this is the worst. You can see that there are very few people in this market. It is not easy to get an order."

Manufacturing is the only way out for accessory companies
After many days of visits and investigations, the reporter believes that the accessory companies are undoubtedly difficult at present. To get out of the predicament and find a way out, we should start from the following aspects.

Enhance the core competitiveness of products and create fist products. The person in charge of Xin Dasheng said that they have been focusing on the production of LED lamp accessories, which has a certain influence in the industry and established many long-term relationships. Under the introduction of these old customers, many new customers have joined, “because They know that to find professional LED accessories, it is right to find a new Dasheng." The person in charge of the professional production of acrylic in the ancient town of Molik lighting accessories has the same saying. In some specific factors, don't expect the product line to be more and more diverse. It is better to have your own special products, that is, “signature dishes”. To make the “signature dishes” do a good job, it will naturally attract many customers. .

Should pursue product differentiation and grasp the market pulse. Traditional hardware accessories companies are facing the problem of transformation. With the approach of LED era, accessory companies need to follow the pace of the industry and adjust in time. Sticking to the traditional path will eventually fall in the middle. Therefore, in the Ruifeng Light Matching City, the reporter saw some business gates, and some shops customers were profitable.

Product technology needs to be improved, 3D printing technology or favored. The traditional mold opening cost is high, and the resources are wasted. Sometimes the model that is opened out will be different from the design drawings due to machine reasons. This leads to material waste, time lapse, and increased costs. However, the current 3D tide in various industries can be integrated into the field of accessories and become the focus of everyone's attention. The OSRAM Shenzhen R&D Center is currently the first to use 3D printers to integrate into the lighting industry. Although the application of 3D printing in the manufacturing field is really only for small-scale manufacturing, 3D printing is most effective in industries where customization is very demanding. One or several, fifty or hundreds of components can be quickly designed and produced without the need for tool modeling. In contrast, the traditional process is a large piece of material taken over and a lot of material is wasted. With 3D printing, material input and output are well controlled.

Product marketing talks about strategies and insists on “going out and introducing”. Since it is difficult to maintain the survival of the investment, the company should make changes, abandon the traditional investment model, and try to go out and win more customers. For example, increase corporate visibility, brand promotion, and industry media cooperation, increase channel promotion.

Talent echelon construction and reserves, culture affects the sense of belonging. Industrial transfer has caused many migrant workers to lose. It should be noted that the key to retaining people is to retain their hearts. Enterprises strive to create a benign environment, create more opportunities for employees to develop, and strive to do their best. In addition, the corporate culture should be precipitated, employees should be infected with a strong cultural atmosphere, and their sense of belonging to the company should be enhanced.

Lights match the future, each has a saying
Su Yulan, deputy director of China Zhongshan (Lighting) Intellectual Property Rapid Rights Protection Center: In the first half of this year, there were more than 150 patent dispute cases. Compared with previous years, there has been a large increase. This depends on the correct decision of the ancient town government. The role, from the side, also reflects that more and more companies are increasing their awareness of patent protection. Since we can't avoid the price war and the market will not change because of individual companies, then we must find a way to do it ourselves. For example, enterprises apply for product patents through normal protection channels. If they find counterfeit products on the market, they can protect their legitimate interests through legal channels. In response to the difficulties faced by accessory companies, we have established a “Intellectual Property Protection Demonstration Base” in Ruifeng Lighting Accessories Market. All merchants must make a commitment not to produce counterfeit and shoddy products. In addition, we will also cooperate with relevant departments to conduct comprehensive law enforcement, investigate and deal with some illegal and illegal production enterprises, and purify the market environment.

Hong Xiao (Hongyuan) lamp with general manager Zhang Xiaodong: As the enterprise itself, we should pay attention to the long-term development of the company, taking the brand image as the core, based on the product quality, through the improvement of technology, the updating of product styles, keeping up with the development of the times. Process.

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