As a joint-stock private enterprise, Deguan Lighting Co., Ltd. mainly produces modern high and low voltage lamps. The products cover six series of outdoor lamps, wall lamps, ceiling lamps, chandeliers, floor lamps and table lamps. The company has advanced CAD industrial design system and perfect quality control. The means and quality assurance system have obtained many international and domestic certifications. In recent years, with the development of the market, Deguan Lighting has sought the transfer of strategic goals. Then, when the company wants to enter the domestic market in a big way, what tools does the company have to pursue the development of the domestic market? What is the progress of domestic marketing? With the attention of the industry, our reporter interviewed Mr. Shu Lin, the deputy general manager of Deguan Lighting.
Strategic transformation is based on sustainable development
Mr. Shu has many years of market experience and has only had a career in Germany for six years. Speaking of the motives for the strategic shift of Deguan Lighting, Mr. Shuo’s words: Seeking a new economic growth point for the company.
Mr. Shu analyzes the German crown and discusses the lighting industry. Some people think that by grabbing one or two large orders for export, enterprises can quickly become bigger and stronger. This kind of thinking is still relatively popular in the domestic lighting industry. This has led to the export-oriented enterprises, more and more enterprises doing external processing and OEM, the competition is intensifying, the blind blind price of enterprises, and the problem of vicious competition of low quality and low price are becoming more and more serious. However, lack of brand support, and no real sales channels, relying only on low-cost Chinese lighting companies to fight the world, while receiving a large number of foreign trade orders, it has also been strongly suppressed by high-end European and American products companies. In addition, patents are also the biggest headache for Chinese lighting companies in recent years. Lighting companies are involved in heavy metals, such as the RoHS directive introduced by the European Union last year, which affects the development of the lighting industry.
Another important reason is that the lighting industry has a broad space for future market development, especially for strengthening the second and third tier cities such as the city and the city, or there is a blowout. In the current lighting market, the market share is extremely scattered, the market share of large enterprises is not large, and the market share of small and medium-sized enterprises is not small. The largest annual sales volume of lighting companies is not more than ten percentage points. Therefore, the lighting industry as a whole is huge, but The size of the single unit is still not quite strong in the second- and third-tier cities in the first-tier brands. On the contrary, in many areas, the awareness of lighting brands is still quite low. Due to many reasons, such as numerous enterprises, low level of repetition, homogenization and many other reasons, the lighting industry has faced the harsh reality of market re-integration and industry reshuffle.
German crown technology advantage
Due to the long-term export products of Deguan, it strictly meets the requirements of international relevant standards, equipped with advanced and perfect quality control and quality assurance system. The product quality has reached the international advanced level, adopts international IEC standards, and has obtained UL, CSA and European CE. In addition to certification, the company not only has a first-class designer team, but also cooperates with international design masters to create products that lead the international trend, strong new products and new technology development capabilities, and develop more than 100 new products every year. In recent years, it has continuously introduced advanced foreign equipment and technology to produce lamps of various specifications and models.
Export enterprises have made important contributions to China's economic development and have developed into an important force in the national economy. However, for many years, the export of Chinese enterprises has basically survived on the world market by virtue of product cost advantages. With the development of the world economy and the continuous adjustment of China's economic policies, coupled with the influence of many factors, the international competitive cost advantage of China's export products has been decreasing in recent years, which has led to a sudden increase in the pressure on export enterprises. At the same time, China's GDP has grown steadily for many years, the domestic market demand has continued to expand, and the level of consumption has also increased. As a result, more and more export companies have turned their eyes from abroad to China. This is a challenge and an opportunity. The key point is whether export enterprises can smoothly realize the transformation of roles and strategic adjustments in the historical process of export-to-domestic sales.
Multiple factors promote strategic transformation
Talking about the reasons for the transfer to domestic sales: Mr. Shu analysis, the first is the appreciation of the renminbi. Since 2005, China has implemented exchange rate reform. The RMB exchange rate is no longer pegged to a single US dollar. Instead, it is based on market supply and demand as a basis for a regulated, managed floating exchange rate system with reference to a basket of currencies. As of August this year, the exchange rate has been adjusted again, which directly affects the prices of export enterprises in the international market, and to some extent weakens competitiveness. Second, the export tax rebate rate is reduced. In recent years, the state has continuously optimized the industrial structure, promoted the transformation of foreign trade growth mode, promoted the balanced development of import and export trade, continuously strengthened macro-control policies, and made structural adjustments to the export tax rebate rate. This year, the country has adjusted the export tax rebate rate, which indirectly increases the export cost of enterprises.
The prices of raw materials have risen sharply. In recent years, the prices of major raw materials for building materials have risen sharply. Steel prices have remained at a high level in the market this year. The prices of aluminum and copper have also risen in recent years. At present, prices have also remained high. It is the main raw material of some building materials, and its rising price has caused the cost of export products to rise, which has affected exports.
Foreign anti-dumping and other resistance. In recent years, many countries have imposed high anti-dumping duties, and due to the trade deficit problem, many countries directly resist imports or impede imports by raising high-quality standards, blocking the entry of Chinese products. The negative factors affecting such exports are like a fork. Spoon, scraping the cheese of the exporting company. Therefore, faced with many factors that are not conducive to exports, export companies began to look back at the domestic market.
The difference between the domestic market and the international market is huge. The transformation of the target market is like the battlefield transfer of the military operations. You must first familiarize yourself with the situation of the battlefield before you can choose the operational strategy. Due to the influence of different political and economic systems, scientific and technological development levels, national culture, natural resources and other factors, China's domestic market has many differences compared with the international market. To move to the domestic market, it must be familiar with the domestic market, so as to develop reasonable and effective marketing. Strategy.
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