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After the defeat, Hitler did not intend to read the biography of Napoleon. He found that 129 years ago, he had conquered most of Napoleon in Europe. In 1812, he organized the largest 600,000 troops in Europe's history and launched an offensive against Russia. In the picture to completely conquer the European continent. Napoleon also did not put the cold on his heart, preparing to capture Moscow, fighting war, forcing the Russians to sign a surrender treaty. However, the Russians had torched Moscow, and the Napoleonic army had been in the empty city for more than two months. Without seeing the messenger of surrender, the supply gradually became very difficult. The cold of minus 40 degrees Celsius forced the hungry cold army out of Moscow. Under the tail of the Russian army, only 150,000 soldiers of the 600,000 army returned to France alive. Hitler, who read here, sighed again and again, remorse did not read the book early, took Napoleon's failure lessons, and repeated his mistakes, making the same mistake.
For a long time, such a historical story has been circulating on the Internet. The story is true or false, but it can no longer be verified, but at least tells us a truth. In the long river of historical development, some things always have striking similarities. They are responding to the phrase "to understand the rise and fall of history and to test the gains and losses of today." Recently, some netizens broke the news. In the second half of last year, the home appliance crocodile Meiling, who entered the lighting industry, wanted to get a share in the lighting industry. In addition, Fujian Sanan Group, which is well-known for its steel and electronics, has an annual output value of several billion. Now it is also involved in the lighting industry, initially named security lighting. In this regard, we have to think of the large enterprises and large groups in the field of home appliances, building materials, clothing, etc. in the water lighting industry in recent years.
Whether it is Weixiong, the modern strong presence, or the return of Haier and Yongle, whether it is the low-key intervention of Chint, Hengdian, or the end of Xiahua and the feast, it seems that these have done well in other fields. The predators, in the lighting industry, seem to be unable to do anything, and more people in the lighting industry joked, "It is clearly a head, but it must be a wolf!" Are they really not wolves? In order to let more people recognize the lighting industry and no longer leave regrets like Hitler, the reporter visited many industry experts and insiders on this issue, asked them to talk about their own opinions and provide suggestions to newcomers. .
Six "original sins"
In the past five years, large enterprises outside the lighting field have come to the lighting industry with a hungry wolf. However, after several tossing, the winners were embarrassed, and some companies even unfortunately fell into the classic negative case of the industry marketing experts. From many cases, a well-known industry planner summed up the six "original sins" of the "martyrs" to defeat the lighting industry:
First, there is no real capital to enter. In fact, the home appliance crocodiles that have come in these years have no big capital to operate, and some are not even the capital of the company itself. More are the brand-known OEMs. The real big capital operation is only TCL lighting, and a special The business department has proved that he is relatively successful.
The second is to rely on OEM. When Haier came in, he found two manufacturers in Shunde and chose to brand. The products are mainly ceiling lamps and downlights. However, due to unfamiliarity with supervision, management and control can not meet the quality requirements. When there is a problem with quality, it will hurt the brand image and the dealers will lose confidence.
The third is to love qualitative products. Lighting is basically not touched, trying to adopt large-scale production, using cost-leading styles, and quickly copying, thus occupying the city's four is the channel, the products are not perfect, over-reliance on marketing, and confusing lighting products with fast-moving consumer goods.
The fifth is the lack of a systematic supply system. There are not many excellent parts suppliers in the industry, often mixed, and the time and cost required for selection are relatively large. It takes a certain time to establish your own supply and demand relationship. The choice is especially important.
Sixth, there is no profit support from core technology or fist products.
Six "differences"
As we all know, home appliance predators grow very "sturdy" because they have experienced many wars in their respective fields. They have a lot of spoils, not only have vast territory (channels and markets), but also have excellent Arms equipment (funds), and more importantly, they have a wealth of experience and prestige (brand influence), such a significant advantage can not achieve a lighting brand, it is puzzling. After the home appliance predators have stranded the floodplain of the lighting industry, the industry experts have diagnosed them one by one. The diagnosis results have the following six "differences":
The first is cognitive differences. Home appliance predators are biased against the lighting industry. They always believe that the industry has a low level of industry and should be able to do well. They look at problems in a traditional way and are prone to empirical errors.
The second is the brand difference. The brand of home appliances cannot be completely transplanted into the field of lighting. Although the investment in home appliances is far greater than that in lighting, consumer perception has nothing to do with it. It is considered that home appliances are not professionally illuminated, and not necessarily large is professional. Or the expectations for big brands are too high to accept the same quality as similar products.
The third is the channel difference. The development of the home appliance industry is mature, and the channel power is very large. Large-scale chain terminal stores such as Gome and Suning represent advanced channel models, while the lighting industry is self-contained, and the home appliance channel does not make river water. The big ship of home appliances reaches the small river of illumination. In it, it does not move.
The fourth is the difference in talent. The household appliance industry has accumulated many years of precipitation, has a rich talent team and theoretical knowledge, and is not fully adapted to the lighting industry. Such enterprises have encountered talent bottlenecks. At the same time, home appliances have a talent pool, the demand for talents can be mass-produced and customized, easy to integrate quickly, but the lighting is not good, the barriers between the fields are like barriers, and the business photos can't be done at home.
The fifth is the difference in methods. Home appliances are often used to three axes, that is, to choose a target or selling point, integrated marketing communication, and large army operations. These three axes are often able to receive good results in the home appliance industry, and have tried and tested. However, the lighting industry has not been satisfactory, and it has disappeared.
Six is ​​the difference in products. The difference in products is the most fundamental difference. The lighting industry is far less standardized than the home appliance industry. Only relying on OEMs can not solve the problem, and must have core technology and profit points to support. The products are not perfect, but the refinement, many companies in the lighting industry are a product to lay down the country, such as the Ou Pu ceiling lamp, NVC's electronic transformer, Dafeng's low-pressure crystal lamp, etc., the home appliance industry does not understand the lighting products, Often suffer.
Six "good prescriptions"
According to the above diagnosis results, the experts also issued six "good prescriptions" to the latecomers. This prescription is not to cure people, but to prevent "bird flu":
Recommendation 1: You should respect the characteristics of the lighting industry, find your position in a certain field, have your own fist products and core profit points, do not blindly seek the whole, first do a pilot to touch the road, do not expect a hit.
Recommendation 2: Join hands with companies with certain manufacturing capabilities in the industry and integrate with existing resources in the industry. Real capital operation of enterprises is not simply a borrowing.
Recommendation 3: Increase the emphasis on improving the production capacity and quality supervision system.
Recommendation 4: Solve the talent bottleneck, rely on the industry's leading figures to form a team to adapt to the lighting industry.
Recommendation 5: Improve the rear replenishment system, lay out unique channels for lighting, lay a good product foundation, and facilitate the use of marketing tools.
Recommendation 6: The most important thing is to adjust the mentality. It is difficult to get rid of the fate of death.
If the so-called wolf is actually a sheep, and more is entered by the brand, now it is the entry of talent and capital. It is understood that security lighting, entered in October last year, has now opened in the ancient town. The proposed base has invested more than 2 million yuan in the early stage. Because it has LED packaging technology, there are no more than 5 companies with this technology in the country. Midea, entered in October last year, bought more than 200 acres of land in Jiangmen, built an industrial park, and built a large exhibition hall at the Dongfeng fan base. At the end of December last year, it also purchased more than 2 million energy-saving lamp production lines in Jiangsu. Invest 20 million. We believe that the real wolf will not be so vulnerable.
The reporter observed that now or in the future, home appliance predators want to enter the lighting industry, which is more difficult than five years ago. In the industry, there are already strong players such as Op, NVC, and Sanxiong. They have laid a solid foundation. What's more, the competitiveness of home appliance companies may not be stronger than Sunshine, Buddha Photo, Osram, Philips, etc. The industry threshold has been raised. What is their future? We will wait and see.
Editor in charge: Lu Zuhui layout design: Yang Xiaolian Art Director: Peng Anjun 
Hitler’s remorse
- The predators of the lighting industry, the Nazi Germans led by Sun Peng Hitler in 1941, launched a large-scale offensive against Moscow, codenamed "Typhoon", in an attempt to capture Moscow in 10 days. At that time, the temperature in Moscow had dropped to minus 30-30 degrees Celsius. In the cold, the Germans did not have cotton coats, the planes and tanks could not be launched, and the optical speculum on the tanks also lost its effect. The Soviets are used to cold life, and are wearing cotton coats, boots and earmuffs winter hats. In the end, the Soviets defeated the Germans who attacked Moscow and won the victory in Moscow.