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The price killer played by Foshan Lighting has caused many doubts and disputes in the industry, because the price war is a double-edged sword, and excessive price competition often means a reduction in product quality.
When LED products swept the world and replaced traditional lighting products into mainstream light sources, transformation has become the only choice for traditional lighting companies to survive and the inevitable test.
A few days ago, the German lighting giant Osram, which has been working out and withdrawing its operations this year, once again stated that it has tailored more positions and continued to sell factories to further adjust the production capacity of traditional lamps to adapt to the development of technology.
Transformation means not only opportunities but also pain. International lighting giants, as well as domestic traditional lighting companies.
Foshan lighting transformation LED is hard to make up for the big boat. The traditional lamp Wang Foshan lighting started to get involved in LED lighting earlier, but its transformation LED lighting road is not firm, and experienced the failure of investing in lithium battery business. In the period of rapid growth of LED indoor lighting, Foshan Lighting has fallen into a huge claim for investors. In addition, the LED industry has entered a period of differentiation and shuffling. Foshan Lighting's transformation path is bound to be full of ups and downs.
As early as August 2010, Foshan Lighting announced that the company and the United States Bridgelux (Puri) Optoelectronics Co., Ltd. reached a preliminary cooperation intention for the LED project, but there is no progress in the follow-up project.
In June 2012, Foshan Lighting announced the liquidation and cancellation of its holding subsidiary, Guangdong Fozhao New Light Source Technology Co., Ltd., and announced the official dissolution of the new light source company jointly established by Lijia Kechuang Co., Ltd. in April 2011. From establishment to dissolution, more than a year later, the new light source company has not been in actual operation since its establishment, and has not generated any income. Foshan Lighting Transformation LED first battle came to Yu.
Early LED lighting costs are too high, the technology is not mature, the market lacks standards, and traditional lighting companies promote LED lighting, and will form a competitive alternative relationship with the original products. Therefore, although a large number of traditional lighting companies are involved in LED lighting, the actual transformation Not determined, attitude is still embarrassing. Although Osram, the major shareholder of Foshan Lighting, holds many patents in the field of LED lighting, it has never been willing to introduce these technologies into Foshan Lighting. Because Osram is a major shareholder of Foshan Lighting, it is also a competitor.
In 2013, it was called the first year of LED indoor lighting by the industry, and the speed of LED lighting to replace traditional light sources has been accelerating. Some insiders are blunt, and the high-growth period of LED lighting will be in the next eight years from now. During this period, the lighting industry is very likely to reshuffle, whoever can take the lead, who is likely to dominate the future of the lighting industry.
However, at this time, Foshan Lighting was caught in the litigation of high-level changes and investors. In March 2013, Foshan Lighting received the administrative penalty decision issued by the Guangdong Regulatory Bureau of the CSRC. The punishment decision made an administrative penalty against Foshan Lighting Zhong Xincai and Zou Jianping, the relevant parties to Foshan Lighting's violation of laws and regulations, among which Zhong Xincai was the former chairman of Foshan Lighting. Around this time, Foshan Lighting experienced a series of high-level changes, including former deputy general manager Zou Jianping, former director and deputy general manager Zhao Yong, and former chairman Zhong Xincai's resignation.
The letter was used as a fuse for the violation, which eventually triggered a collective claim of more than a thousand investors for Foshan Lighting. The trouble is not over yet, and this highly anticipated litigation claim will be held on July 9, 2014.
At the beginning of 2014, Foshan Lighting announced that it has added two new lighting brands through exclusive licensing, which is called refocusing lighting in the industry and accelerates the transformation of LEDs into a new generation of lighting technology.
In order to grab the site, Foshan Lighting sacrificed the traditional killer price war of Chinese companies. In the first half of this year, its price-cutting action even caused market shocks: LED bulbs entered the market in large quantities, with sales reaching 12 million/month, and the price of LED bulbs in their main low-end market was adjusted to 3 yuan each.
The price killer played by Foshan Lighting has caused many doubts and disputes in the industry, because the price war is a double-edged sword, and excessive price competition often means a reduction in product quality. A person in charge of the company said that if the brand promotion and marketing expenses of Foshan Lighting can meet the quality of the warranty for more than one year, the ex-factory price of 3 yuan is also a loss-making channel.
Opto Lighting conquers LED home lighting Pro Challenge LED lighting two years ago, for traditional lighting companies, it seems like a chicken rib, because the LED lighting market is chaotic, product homogeneity is serious, vicious price competition can be seen everywhere, most companies still In a state of loss; in contrast to the traditional lighting field, the days have been fascinating. Therefore, the LED road of traditional lighting a few years ago often seems to be loud and rainy.
For example, Op Lighting, as early as 2009, said that it would spend 20 million to enter the LED industry, but in the next few years, it rarely saw the performance of Op in the LED field. In fact, the LED home lighting market is an area where the development of LED lighting applications is relatively resistant, and the current development is still in short supply. Therefore, as the leader of traditional home lighting, it is not surprising that Op Lighting has rarely performed in the LED field in the past few years.
The rapid development of LED lighting in 2013 indicates that the process of change in the field of lighting is accelerating, which has promoted the transformation of traditional lighting companies. On May 5 this year, the name of Op Lighting appeared on the list of 30 IPO pre-disclosure companies issued by the China Securities Regulatory Commission. This is the company's second sprint IPO. The company plans to publicly issue new shares of not more than 58 million shares, raising 1.2 billion yuan, focusing on green lighting production.
To overcome the popularization and application of LED lighting in the home field, this is both an opportunity and a challenge for Op Lighting. Despite the good development prospects of LED lighting, the uncertainties in the development of the bomb industry still exist: the industry quality standards are not clear, the testing system is not fully established, the participating manufacturers are numerous, but the product specifications are not standardized, the market is disorderly, etc., especially in the field of LED home lighting. It is still in a state of chaos.
Sunshine lighting scale to achieve stable development As early as the rise of LED lighting, Sunlight has already involved LED products, but there has been no major action until 2011. Industry insiders speculate that it may be due to the large inventory of traditional products, the slow turn of enterprises, and the steady development of senior leaders.
Until 2011, Sunlight Lighting realized the transformation of traditional lighting companies to LED lighting through fixed increments, and the proportion of LED lighting products of the company has also increased. In 2010, the company's LED lighting products revenue was less than 50 million yuan, nearly 100 million yuan in 2011, and LED lighting products revenue in the first half of 2012 was nearly 100 million yuan. In 2013, LED products realized revenue of 983 million yuan, a year-on-year increase of 170. The proportion of LED lighting products revenue to the company's revenue increased from 14 in 2012 to 31 in 2013. Among them, in 2012, Sunlight Lighting began to build a dream of 10 billion lighting, By 2018, the goal of achieving sales of 10 billion yuan will be achieved.
From the data point of view, the development of solar lighting in the field of LED lighting is not slow, but brokers still said that Sunshine Lighting's 2013 annual report and the first quarter of 2014 were lower than expected, the company is facing the risk of lower than expected LED project progress.
Some people in the industry said that in the lighting industry, Sunlight is a leading brand, but its domestic sales are not satisfactory, and overseas market OEMs are still its main source of profit. At present, Sunshine Lighting is accelerating the transition from OEM and sales market models to independent brands.
This shift is obviously not a smooth road. According to the survey of the performance of the solar lighting LED market in the second half of last year, Sunlight Lighting performed well in the domestic LED lighting market, and a small number of circulating LED lighting products were also sold based on the original channel network. According to the merchants, because the market price of LED lighting products is relatively high, it does not have much advantage in actual operation, and is affected by the emerging LED brand to a certain extent.
At this stage, the LED industry is in a period of rapid development, and the channel battle is being staged. LED lighting is in the chaotic period of dealers choosing blind, high-speed product updates, brand rushing, and large and small manufacturers. As the leader of China's energy-saving lighting, Sunlight has accumulated the strengths of technology, talents, capital and channels in the traditional lighting era. How to make full use of its advantages and enhance the acumen of market touch, with strong enemies and followers In the industry adjustment, winning a place is a problem that the company needs to solve urgently.