The development of China's lighting industry has been more than 20 years, but compared with other industries, the competition situation of China's lighting industry seems to have been stagnating at the original low-end level, with low industry concentration, long product chain extension and brand dispersion, resulting in the whole There is no dominant lighting brand in the lighting industry. For the reasons behind it, some experts interpret: China's lighting industry lacks a squid that breaks the equilibrium.
However, in early 2008, the changes in the Chinese lighting industry have been revealed.
NVC to reshape the squid
Although China's lighting industry maintains a 20% annual growth momentum, the brand is still highly fragmented. Due to the conventional routines, the lighting industry has low barriers to entry and low technical content. Nearly 10,000 companies have gathered together in the market. According to the data of China Lighting Association in 2006, there are only a handful of lighting companies with an annual output value of over 100 million yuan. The top ten brands have a total profit of 929 million yuan, accounting for only 20.35% of the total profit of the lighting industry. The top 10 companies in the home appliance, communications and automotive industries are all over 80%. Many small-scale lighting companies have weak financial strength and poor anti-risk ability. Once the market environment changes, it will seriously affect the survival of enterprises. The lighting industry has entered a competitive low-level misunderstanding.
However, the end of any industry competition must be the promotion of industry brand concentration. The 28th rule of several major brands monopolizing the market will eventually be staged in the lighting industry. The only thing that lacks is a brand that reorganizes the pattern. From NVC lighting, it seems that I want to reorganize the rules of the game. From the beginning of its establishment, NVC shouted the slogan of “creating a world brand and striving for the industry firstâ€. Although in the eyes of tens of thousands of small enterprises in the lighting industry of the Pearl River Delta, this uneasy brand has not shown its speciality. However, NVC spokesman Shi Yongjun said: "This is not just a slogan. It is a goal and belief that drives our NVC people forward." The facts of recent years have proved that NVC's "squid" characteristics have gradually emerged. .
To break the inherent barriers, you must not play cards as usual, and you must know how to make innovations. NVC is the first Chinese lighting company to try to establish a brand-name store, and has rapidly grown into the first brand in the commercial lighting field by expanding the “hidden channels†of local designers, design institutes and decoration companies. When others are still getting close to the overseas OEM orders, NVC will promote independent innovation to the strategic position of the company, set up a development center with research institutions such as Fudan University, and is investing tens of millions of yuan to build a Shanghai R&D center. From 600 million in 2004, 800 million in 2005, 1.5 billion in 2006, and more than 2 billion in 2007, NVC maintains an average annual growth rate of 80%. With the pyramid-shaped Philips, the gap is rapidly shrinking. Compared with domestic lighting brands such as Foshan Lighting and Zhejiang Sunshine, only in a single field, NVC Lighting quickly extended its reach to the whole industry, covering six areas of commercial lighting, light source electrical, home lighting, outdoor lighting, intelligent lighting and electrician. .
A sudden change in the industry pattern
A series of combination punches have saved energy for the industry adjustment. Although NVC has already left the domestic lighting industry behind in the income scale in 2007, NVC’s “atypical strategy†does not seem to end. In August 2007, NVC Lighting teamed up with GE, the originator of global lighting. On the one hand, through channel cooperation, NVC used thousands of channels across the country to distribute goods for GE to supplement the competitiveness of channel products. GE's outstanding electric light source core technology has become a model for NVC. It can be imagined that the high threshold light source technology will be the focus of NVC's future development. At the end of last year, NVC won more than 40 million bids for the 2008 Olympic lighting project in Beijing and once again shocked the entire lighting industry. NVC has received key projects including the Olympic Center, the Olympic Village, the Olympic National Convention Center, and the swimming pool. It has become the lighting company with the largest number of projects, the largest amount of products, and the widest range of products. This year, NVC plans to list overseas. Wu Changjiang, president of NVC, said: "By listing, the company will integrate into the high-end competition of the international environment and form a strong thrust on the brand."
Whether it is GE's active "pursuit", long-term pocketing of the Olympic benchmarking project by foreign brands, or the gradual approach of listing, NVC's series of actions are both a prelude to the lighting industry's upcoming reshuffle and an active push. The industry moves from industrial price competition to brand competition. Wu Changjiang believes that China does not lack good lighting products. What is lacking is the famous lighting brand. The brand battle will come sooner or later. Zhang Hailu, vice chairman of the China Lighting Society, predicts that China's lighting industry will rapidly move toward group, scale and branding as foreign companies rush to enter and domestic companies giants actively participate. A large number of small and medium-sized lighting brands will be eliminated. Out of the game, it is not excluded that there will be a large-scale integrated acquisition movement.
Chinese lighting companies must stand in the favorable position of the value chain in the process of industry restructuring. Otherwise, the result will be too often dispersed by foreign brands, low brand concentration, and biased in product price competition, which will lead to domestic lighting industry. The global competitiveness is insufficient and it is even more difficult to continue. Domestic lighting companies represented by NVC have realized this, introducing capital, layout of three major production bases, holding hands with GE, cutting away Olympic lighting orders, preparing for overseas listing, building international lighting brands, and branding of the domestic lighting industry. In the upcoming adjustment of the knot, the punch is attacking, and is adding enough chips for the next round of competition after the reorganization of the pattern.
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