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Alertness from XiaoMi Success, see lighting industry- Why it bring the endless trouble
2017-10-16 12:22:33 by Simon
A recent article said millet destroy "Chinese manufacturing", is the punchline: "when the other side of the United States through the knowledge economy strides to promote economic recovery, we are thinking of the Internet bubble hysterical carnival." The author is cursed by the evil spirit "the Internet thinking" the trouble to the whole manufacturing industry "blindly, flashy without substance" impetuous environment, while millet company is using the Internet thinking mode of walking in the forefront of the typical success, the lighting inside completely ready to hook up. The LED lighting industry needs an example like this to drive the entire market.
However, in the Internet age, millet success is a pioneer or martyrs, it is difficult to distinguish clearly. Millet's success and see, just four and a half years on the global mobile phone supplier third throne, the valuation is jumped to $40 billion, becoming by far the fastest growing mobile phone brand, has gone global, to challenge Apple's courage and determination. The lighting companies, all eager to replicate this success in their own body, but many industry insiders said that at the present stage of development of the "O2O" mode is not very mature, the concept of O2O is far greater than the actual operation, select the "O2O" model can be described as lighting companies, opportunities and challenges coexist!
It is a reminder that people need not be brainwashed in lighting, not impetuous wind industry become dizzy with success attitude is the pros and cons of time to talk about the effect of millet success.
First, the potential energy of the case is a little empty
This year the traditional economic bland, most of the traditional enterprises to dafanshenzhang hopes in the transformation and upgrading of the Internet. Many traditional enterprise boss cornered, to find a breakthrough, they have set up the new media department, playing micro-blog WeChat from the media, fans, etc. to engage in social economy, a lot of costly, less effective? Can taste the sweetness through the development of new media, the traditional gene in most of the enterprises due to the ingrained, trying to do new media after a period of time, finally in front of KPI assessment heroic dead ends.
The reason is very simple, the Internet thinking is a proposition on the "road", many enterprises as "technology" to use. Millet company as a a enterprise, pioneered the use of the new economic model has been successful, with the example of potential energy, is a trendy avant-garde "business model" and "flexible marketing play" shapes such as: pre electricity, hunger marketing, channel control, fans economy become a new play, cross Model company, by many enterprises learn to imitate. For a time, a nationwide upsurge of millet, all walks of life are learning millet, various business school professors and training professors are taking millet as an example. In this example the potential of millet, wearing gold and silver, without any input from the media lies in the author's works, science and technology media headlines and netizens talk at leisure. These are LED enterprises do not have the resources, we take what compared with millet?
Many LED business owners may wonder, why millet, carved sirloin and Huang Taiji, three squirrels and other enterprises, can be successful, and we can't just be? Because most of the successful cases of stimulated nerve, did not translate into actual operational measures. Taste good, stumbled on the back, take a impetuous psychological speculation play commercial feasible? The so-called gehangrugeshan, LED lighting is not fast consumer products, more need is the product of the precipitation!
Two, pre purchase electricity supplier addiction
When the millet company was founded, in the face of a relatively heavy hardware industry, congenital lack of confidence, lack of capital investment, supply chain negotiation ability is poor, the risk of investment mistakes of bankruptcy is too big, how to do? Millet was through the media for preheating, fans online community forum training, according to a predetermined amount of fans then, quantitative orders to suppliers, then batch sales. The advantage of this is light assets, less investment risk, bad is addictive. Arguably, millet is now strong capital, not bad money, but millet still used the "pre supplier of the play, especially in the new release will adopt this model, like millet 4 of these new market demand products will do. Why, this is illogical ah, millet 4 sold so well, not to fully open to buy, banzhebanyan is?
Because the pre purchase electricity supplier can be the consumer's purchase time delineated at the same time point, so as to create a second, 1 minutes 500 thousand sold out of the "explosion" effect". The explosion effect is easily detonated, through social media, creating a powerful potential case, so as to achieve the effect of 42 pounds, let everyone become disseminators of millet brand and reputation. Millet pre purchase electricity supplier model, on the surface is insufficient production capacity, in fact, is driven marketing, therefore, now has the strength to achieve open purchase, but has not been open.
But the problem is "explosion effect" is the first in game winning, with the winner is a reason, the proliferation of digital miracle in it first to eat crab millet in the media circle, the user group, are more likely to get the trust, it is difficult to follow the trend or only a few can follow suit to taste the sweetness. So will see some fresh baked small brands, a line is to tell the world, that sold out, looks like the fire, behind this business integrity loss make people incapable of further increase to disappointment.
Driven by the Internet, the future will become the O2O electricity supplier "the last mile" platform, to achieve direct consumer products, design and later service functions. LED lighting in the sale at the same time, whether the energy invested in after-sales installation and maintenance?
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