How should LED lighting enterprises turn the crisis into turnaround in LED off-season

Stormy , the hero character . Face lighting industry the traditional low season , some companies showing that some enterprises anxiety.

In order to explore the extent and the crisis in the off-season to help find the corresponding strategy for lighting companies , reporters on the industry status quo , and some off-season off-season Raiders unique business management carried out deep Reorganizing that , in the face of this year Ruqierzhi Hom , lighting companies actually do not need so nervous , as long as calmly as a scourge like the off-season and will not dangerous , but is a litmus test of corporate color only.

Season may be just a surface phenomenon, really is the nature of the enterprise off-season or not depends on the development of maturity and the makers of the enterprise operation and management ability.
Long ago, led street lighting marketing world is a famous saying circulated – off-season market, no off-season thinking, means the off-season is inevitable, but if companies are willing to work hard, off-season does not cause significant damage to the enterprise. To be specific, the enterprise can from the following direction.
A, comprehensive attack
Off-season does not mean that no sales, just many item quantity decreased, enterprises should as far as possible on the basis of the existing equipment and personnel to enrich their product line, appropriate to add some custom business, for customers to create one-stop shopping opportunities, increase the unit price.
Second, the quality of snap
The off-season production task is not very heavy, the organization staff learning at the same time should pay attention to fire makes sweet malt, hit enterprise attaches great importance to the quality of the image, only to have stable quality, in order to let the customer especially overseas customers have confidence in the enterprise. Every year, every year accumulation, the customer will stick to the enterprise.
Three, innovation for the king
Innovation, has always been the lifeblood of the illumination enterprise, off-season production task is not heavy, more time can be used for innovation, introduced a variety of products to meet customer demand, with strong competitiveness.
Fourth, to strengthen the brand
Do sales season, the off-season do brand is already well known in the industry, dare to play their own brand manufacturers, all without exception is a customer focus, because everyone is not willing to make fun of their own brands. In the off-season, the enterprise can have time to improve their own cultural system, brand logo and connotation, and spread by heart, so when the season will get double harvest.
Off-season, in fact, the so-called refers to because of the hot weather is bad for renovation and dealer inventory digestion, bring stock falls, the demand for products is not high. Coming off-season every year companies really don’t need to panic, but always to have the opportunity to prepare the people, in the off-season, such as technical development, product preparation, internal efficiency, develop production line colleagues’ skills, etc., once the external environment improved, has been prepared for the enterprise will naturally over time.

Part I : the theories

Liang , general manager Shi Yonghua degree lighting : direct off-season decline 20-30%

Concentrated on manufacturing  led street lighting application products research and development , specializing in energy-saving LED lighting products of high-tech enterprises ; committed to development and production of LED ceiling light series, LED downlights , LED bean pot lamp series, LED track light series, LED candle lamp , LED Spotlight series, LED bulb series of LED business accounts , which is located in Jiangmen Liang degree of illumination.

According to its general manager Shi Yonghua , the ” 6,7,8 months is the traditional lighting industry throughout the off-season , most businesses life’s like a general, not very nourishing , including our own , these two months direct sales fell 20 percent – 30% . ”

As for how to deal with the off-season , Shi Yonghua gives the most direct way. ” The so-called off-season, because the merchants had earlier entered the goods in his shop satiety state , have to wait until September or October , and even some you want to purchase until the end , but that time when the purchase price is higher than the high season much , so we need time to stabilize sales in the off-season , have to conduct a series of price promotions, pay close attention to changes in the market of the time difference , so that customers have to purchase in the off-season . ”

In addition, the off-season , a pretty relaxed degree also use orders , working hours apart easily diligent cultivation , improve the corporate management system, rationalization of production style, Charge on new product research and development.

Huaxing Lighting General Manager Lin Jinquan : export performance is not satisfactory

It is understood that China Star Lighting was founded in 1995 , dedicated to the development and production of high-quality, high-grade wax lights, flashing lights and other popular international forefront of decorative art lighting products to simple, stylish, energy-saving , high-end for the development, has developed a ” jellyfish ” brand series of more than 500 varieties of products , exported to European markets , exports accounted for the entire results of Huaxing 99 %, of which a maximum of U.S. market , accounting for half of the country .

In recent years , the international market hit by the financial turmoil and the impact of the European debt crisis , the export performance is difficult on the stage, although some time has passed , but this year the export of the day is still tough. “The whole first half of the overall performance is not satisfactory, compared with a decline compared to previous years , but depends on the cooperation of our customers for many years , precipitation accumulation , abroad or have a stable sales .”

Expert opinion Sichuan Chamber of Commerce executive vice president , general manager Zheng Star Parker : To establish stable customer relationship , business does not exist ” off-season ”

For the season, has always been present in the industry , not just the lighting industry , zoom into home building materials market has the same drawbacks. Generally , buyers in retail , or engineering -based, if you receive a single project , it requires a lot of products , some manufacturers of low supply capacity is difficult in a short time , buyers need inventory to fill vacancies in the product , so they basically are divided into first and second half twice purchase, while June and July in the middle of the time period is blind , the market is difficult dynamic, so there is the off-season , said.

However, as a business, to get rid of the off-season ” is not short ,” there are two points need to support, first, ensuring capacity. The second is to establish a stable customer relationships . Establish mutual trust between the customer also reduces the pressure on stocks , companies can do with a single round .

Lea Li Yong , director of marketing : no off-season sales area

Admittedly, there are in fact many industries are seasonal , such as the garment industry , when the transfer season is the peak season ; such as the beverage industry , the winter is the off-season ; service industries , national holiday is the peak season . Only well versed in their own trades who can truly understand and feel deeply depressed and gloomy season brings . “Just as ice cream sales , in most people’s eyes, winter must be off-season, does that mean that ice cream industry in the winter without business ? On the contrary, as long as you clear ideas, locate the target , any business , and even the industry will not have the off-season .

Indeed, as the world-famous American ice cream brand – Haagen Dazs (Haagen-Dazs), since entering the Chinese market , in front of each of its stores are lined with ” queue .” So many people doubt, not on an ice cream, how come so many people flock ? Actually , this is the strategy . I believe many people have heard of such a slogan: “Love her, he took her to eat Haagen-Dazs .” This is the most famous advertising slogan Dazs .

This is the slogan put forward, is back in Haagen-Dazs in China ” conquering ” is controversial : there is in America “returnees ” that the only common brand in the United States , not the legend of the ” Rolls Royce of food ,” but the price is expensive than ordinary ice cream turn times, or even more . “That is because it locks the target audience , consumer groups seize the psychological , looking for a marketing idea . Lighting industry , too, as long as the company’s own excellent quality , and then light the off-season , and then a big crisis will smile and over . ”

Dormant season , but should play a dynamic effect

Right now , the domestic lighting industry is in a dormant stage, that sales season .

Whether lighting companies or other enterprises into sales season , it means that enterprises mediocre performance , even in decline . With the increasing competition in the market , in the face of tough market rules , many companies will complain your head coming off-season sales slump caused by the phenomenon of enterprise ; rather smart businesses are Big World, ears , and strive in the off-season open up sales channels, to seize market share. In the sales season where , if companies can actively adjust the internal and external business , the business will still be in the smooth operation of state. Which also allows us to see the off-season in the lighting business , turns east sunrise rain, grad .

After some market research , the reporter found the off-season in the industry , most companies emerged weak sales status , overall sales do not feel well. Into sales season , the market is relatively flat, less human traffic , sales weakness, orders speed reduction , is proportional to the input and output is difficult , so companies do not want to focus on operations in the off-season market , some companies often choose to be in this period external expansion and reserve forces , for example, for product adjustments , personnel adjustments, management training , institutional reform , etc. for pre- season sales to clear all aspects. However , things did not absolutely into sales season, not to say that selling is completely terminated , no sales activity.

As Lark lighting , in response to industry generally chilly cold performance , and strive in the off-season launch of new products , new order will convene dealers , while greater efforts in the promotion . Not only that, but also to benefit the lark at dealers and employees , asking them to Yangjiang zhapo two days one night , these Raiders are lark lighting new sales and achieved good results. Therefore, the lark in the off-season in the industry , sales remained steadily trend .

Season has truly arrived yet

Beginning from June and July each year , the lighting industry seems to escape the curse of the industry , most enterprises to enter the so-called ” off-season ” vicious circle . But , really off-season yet ?

In fact, the reporter visited found that many companies such as Xian strange and beautiful home lighting lighting market , Gentili lamps with Thai Shop, Sedum Taiji Industry Co., Ltd. and other enterprises emerged as a steady growth of the state . What is more, undoubtedly surplus Optical Co., Ltd. , Zhongshan City, Taiwan , the drive power is not only not short order quantity and in July showed explosive growth , and even reached the highest point in history , according to Taiwan surplus stakeholders expect that in eight month Taiwan surplus of orders will continue to grow twice as much.

Outsiders believe that even many industry veterans believe that the June and July off-season “curse ” Why did these companies who fail ? Why the whole industry is shrouded in haze case of sales , many companies are still showing vibrant state ?

Some say , every June and July , the town of many led street lighting stores like ” cold front traveling rare” , selling lamp lights still more than buying . It was also said “money shortage” is a major manifestation of the off-season , because there is no more money into the pockets manufacturers , leading manufacturers no funds and no funds to develop new technologies to develop new product markets. In fact , not so much “money shortage” is one of the manifestations lighting market off-season , as it is “human panic .” There is a general lighting industry impetuous , quick profit , but do not crash the brand , was down to earth. So you will find that most of the off-season to go down to fight the price of small and micro enterprises .

Source from:http://www.lighting-ledlight.com