What does China's manufacturing take to the world? Why does China's lighting light up the world? What does Chinese brands rely on to create value?
In 2007, “Made in China†was highly regarded by the outside world – nearly 50% of the world’s clothing, 70% of toothbrushes, 75% of toys, and 80% of microwave ovens were labeled with Chinese-made labels. Unconsciously, made in China. It has gradually entered the daily life of thousands of households around the world.
Although not as eye-catching as toys, clothing and home appliances, the data shows that China has become the world's largest producer and exporter of lighting appliances. In 2007, the output value of China's lighting industry was about 160 billion yuan, with exports of 10 billion US dollars. It accounts for 18% of the global market share. The lighting industry is quietly becoming another backbone of China's manufacturing.
On the Other hand, China's lighting industry is "bright industry, dark original", imitating the wind, the product is similar, the new is not new, the characteristics are not special, the original spirit is seriously missing. Some people have summed up the chaos in the lighting industry as a few strange things: not allowed to take pictures, to be famous for their names, to sell lights, to sell lamps, to sell lamps is not as good as for branding.
"Original deletion syndrome" analysis
What are the underlying reasons behind the grotesque in China's lighting industry? Why not pay attention to original value? According to the lighting companies I contacted, there are mainly the following reasons:
First, the patent awareness is weak. Although the ancient town of Zhongshan is known as the "China Light Capital", there are tens of thousands of lighting manufacturing enterprises, thousands of brands, annual lighting fairs, and unlimited scenery, but the company that has patented technology and original products can be described as rare, so-called new products exhibition. It is nothing more than the old version of the "wearing a new vest", the so-called high-end manufacturing, nothing more than a plagiarism imitation. Real international brand companies and real international buyers are reluctant to participate in the Fair, because they know very well: if they launch new products there, one week or a month later, their "twin brothers" will definitely Very low prices appear in the Chinese market and even in the global market. These local companies, known as "Chinese Coyotes," have no patent awareness and do not respect the rules of the game.
The second is a strong speculative awareness. I have walked a lot in the lighting industry, and I have seen many bosses of all sizes, and their roles are different. But most of them have a very common commonality: doing more speculation, making less investment, speaking one, doing one, not I am willing to do basic research and development, I always want to stand on the shoulders of giants, "wearing other people's shoes, taking my own path", equating innovation with "plagiarism" and "sneak attack", and when others make "new products", they start “Developing powerâ€, the funds originally used for R&D investment are used for show-type advertising hype, typical wall-mounted marketing: mountain bamboo shoots?? The tip of the mouth is thick and thick: the wall reeds? The top of the head is shallow.
The third is the plausible boss misunderstanding. In the consciousness of many bosses in the lighting industry, the so-called patented technology, the so-called design of new products, is to participate in several exhibitions, collect more foreign product manuals, and then find a few "cheap and good" designers collectively create, and finally based on The boss's personal preference, launched a new popular version. What market research, customer insight, new material development, new process improvement, structural innovation, color revolution, but they tell the story of "condiment seasoning."
Fourth, the supervision of industry associations is out of control. In the current market environment, third-party forces related to industry associations and industry associations are the leaders and builders of the entire industry. But now, the leaders of industry associations frequently attend the press conferences of major companies to cut the ribbons and take them. Red envelopes and trustees, there are few expert leaders who truly understand the nature of the industry, think about the development of the industry, and the industry associations become "commercial matchmakers."
The fifth is the help of the commercial media. Some irresponsible commercial media are forced to survive the pressure, give up the responsibility of the media as a social device, and become the "gunners" and "handsmen" of some opportunistic players. Whoever gives money will help those who speak, and whoever does not advertise will think. Finding the troubles of the other party cannot create a good public opinion environment that respects originality, respects intellectual property rights, and respects original companies.
How are the "Apples" original?
The lighting industry is a complex industry integrating home, architecture, home appliances and art. It is a creative industry that needs multi-disciplinary support. It is a “bright industry†that should produce masters, big brands and big companies. How does Chinese lighting come out of the original dark night? How to get on the original "high-speed road"? I think, I thought of thousands of roads at night, and still sell "tofu" in the morning. In order to better sell "lighting tofu", let us first look at how other industries sell "tofu":
When coffee is sold as "goods", one pound sells 300 yuan; when coffee is packaged as a commodity, one cup can sell 25 yuan; when it joins the service, it sells in a coffee shop, a minimum of 35-100 yuan However, if you can let customers experience the sweetness and lifestyle of coffee, a cup can be sold for 150 yuan or even hundreds of dollars. The real profit of Starbucks is the “experienceâ€.
People always like to ask the secret of Montblanc's success? "Our opponents hope to occupy the market through the increase in output, and even to produce disposable ballpoint pens, but we have our own market positioning, we are targeting the high-end consumer goods market." Wolfor’s president, Wolff, said. At present, Montblanc has a 50% share of the high-end pen market in France and 60% in foreign countries.
Montblanc fountain pens are divided into seven grades of “F, M, OM, OB, OBB, B, BB†according to the thickness of the nib. It is best to choose the M or B type pen for writing English, and the stroke is thicker when signing. OB or OBB is suitable. In addition, the S (special) nib is specially prepared for left-handed people. Montblanc pens are designed, selected, cut, polished, and engraved until the final inspection. Every process is refined. Even a small 18K gold nib has to go through 25 processes and must be done manually by experienced craftsmen who have worked for more than 5 years. A Montblanc pen has been used for more than ten years, and the pen is still as moist as it was because it uses a unique synthetic resin. This material is one of Montblanc's patents. It took more than a dozen craftsmen to develop energy for several years. from.
Online magazines recently conducted a survey of brands on nearly 2,000 readers in 107 countries, and the results showed that the US electronics brand Apple ranked first. A survey participant said: "Apple has never been boring, always self-innovating, and providing us with a deep-rooted perspective." Products can be copied, brands can never be! Apple's innovation = technological innovation + cultural innovation. Apple has a "10?3?1 subtraction design philosophy": starting each new design, Apple's designers will adopt a 10?3?1 approach, first launch 10 sets of programs, give yourself enough time to go Investigate these programs, select 3 sets, and spend a few months seriously, and finally finalize a best plan. This best plan may not be any of the 10 sets, but a new set. The perfect solution. This is the secret of Apple's different thinking to create a charming apple: Jobs's law?? A brilliant talent top 50 mediocre employees.
In London, England, musicians at the School of Contemporary Music are playing instruments made up of car parts. This is the latest "Auto Parts Super Show" for Ford. Ford has a unique orchestra, and their instruments are made of Ford Focus's auto parts. Each instrument has a name that combines parts and music, such as gearbox cello, clutch guitar, and rear violin. Fender bass, back drum, pull rod tambourine and door harp.
How to create a Chinese lighting original?
A nation without originality is a nation without history and no future; an industry without originality is also an industry without history or future. All of us live in reality and live in history. When the lighting industry wants to break out of the siege and jump out of the Red Sea, it is necessary to discover original DNA and customize the original DPS.
"Han Bian Ma Liao Chuan" has the first "City in the City": "The city is so high, the square is one foot high. The city is a good eyebrow, square and half amount. The city has a good sleeve, the square is full of horses." In the early years, the son of Ma Yuan), in view of the "change of politics, the wind must have its own", "I don't follow the law, but the good ones slow down the capital", because of the introduction of this swearword, it means "upward effect" The serious meaning.
China's watch industry, FIYTA, found that China has a large group of believers. Under the leadership of Li Bei, the vice president of design, he launched the "self-defense counterattack" of high-end watches and launched the "Golden Buddha Watch" of 29,800 yuan. ", a "table" became popular, and demand exceeded supply.
Does China's lighting industry have a vice president and president of the designer background? I don't have a vision in my eyes. First of all, in terms of ideology, we have never respected the designer, and there is no such thing as a "Golden Buddha Watch" classic. Cases, it is also impossible to create a "Leibei style" executive. To make the Chinese lighting industry go to the world and to light up the world, we must learn three strokes and two styles:
The first move: attach importance to design and reuse designers. Re-energize the designer's assets, redistribute the enterprise resources, use the good steel in the blade, rely on the product force to speak, and rely on word-of-mouth marketing to open the market door. The most important thing is to put the ability to design talents to the important position, The designer of the ability is put up.
The second measure: attach importance to culture and reuse planners. As a big country with thousands of years of culture, China should have its own international influence lighting brand. To build a brand, not only the lighting design should be refined, the original style should be maintained in style, materials and color, and the Chinese elements should be continuously injected, and the logo should be refined. For Chinese lighting to make its own brand stand out, it is necessary to make it clear that the brand has a "beautiful legend". If there is no story behind the brand, it is difficult for the brand to stand up and it is difficult to show that it is different.
The third measure: attach importance to experience and reuse marketers. The company is essentially a stage. You have to "show" what you want to sell on this stage for your customers and employees! At Dell's headquarters, the office has a slogan: "Customer experience, grasp it." "ExperientialMarketing" requires globrand.com companies to redefine five aspects of consumer Sense, Feeel, Think, Act, and Relate? Design Marketing Strategy?
The first type: respect intellectual property rights, and attach importance to patented technology. Knowledge is priceless and valuable, and patented technology is a double-edged sword. The key is how you use it. Intellectual property rights and patented technology are the nuclear weapons of enterprises. They are the strategic aircraft carriers of enterprises. If they do not have their own nuclear weapons and do not have their own aircraft carriers, just like a country without "defense power" and "combat power", paper talks will always be "paper tigers."
The second type: customer-oriented, all innovations are for customers, and the products provided by enterprises are always the product of the combination of technology and customers. Don't just ask the customer what they need, then give them something. Because the customer starts the thing before, the customer starts to have another thing. Customers don't ask for what they think is impossible, but technology may be ahead of them. Therefore, one must see the trend of technology, walking in front of the customer, one eye to the customer's needs, walking on both legs, in order to embark on the "original" road, into the "blue sea", to the world.
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Huerler Lighting Equipment Co., Ltd , http://www.sz-ledlights.com