If in the past few years, traditional lighting companies with professional channel resources were thinking about whether to transform into LEDs, then, after facing the current LED development trend, they are no longer thinking about whether to transform into LEDs, but planning how to transform.
The industrial development environment is changing rapidly, and opportunities and challenges coexist. Although everyone is equal before opportunities, it is obvious that opportunities favor those who are prepared. In the traditional lighting era, the industry has developed to a very mature stage, and the market presents a pattern of several major brands coexisting.
Currently, Foshan Lighting, Sunshine Lighting, NVC Lighting, Sanxiong and Opple Lighting have all begun their own LED transformation. The road to transformation is long. In order to make up for the shortcomings of LED lighting in various aspects, many companies choose to work together.
The most attention-grabbing companies in traditional lighting transformation are NVC and Fozhao. After some internal fighting, NVC Lighting was severely weakened and almost fell apart. Suddenly, in a dramatic turn, Wu Changjiang was once again appointed CEO of NVC Lighting on January 11, 2013. He returned to the board of directors on June 21 of the same year and regained control. At this point, the "NVC civil strife" that began in May 2012 has settled.
The LED lighting market developed rapidly in 2013. After stabilization, NVC Lighting adjusted its strategic deployment accordingly, increased its promotion of LED products, and entered into a partnership with Dehao Runda.
Dehao Runda’s investment in NVC Lighting once aroused high-decibel doubts and unlimited speculation. After more than a year of "running-in", this hand-in-hand relationship is now getting better. Recently, Dehao Runda has increased its investment in NVC Lighting and is optimistic about the future of LED.
The transformation path of "Light King" Foshan Lighting is obviously not smooth. In order to cope with the malaise in the incandescent lamp market, Foshan Lighting has targeted new energy sources sought after by investors and actively sought to transform into new energy sources. Unexpectedly, in 2011, Fozhao Lithium Energy and Fozhao Lithium Battery Cathode Materials, both established one year ago, suffered losses of 21.03 million yuan and 2.94 million yuan respectively. Foshan Lighting has encountered setbacks in its expansion of new energy sources. In 2013, Foshan Lighting's original plan to open Foshan's first pure electric bus line "died" due to immature technology. At this time, Zhong Xincai, the former chairman of Foshan Lighting, was also caught in the vortex of "related transactions". The Foshan Lighting claims case has been full of twists and turns, with thousands of people claiming compensation in three batches and a claim amount of 180 million yuan.
Foshan Lighting is entangled in lawsuits and just wants to cut through the mess quickly. Facing the development opportunities of LED lighting, Foshan Lighting has obviously concentrated its main business in the field of LED lighting.
A recent piece of news has once again made "Lamp King" a frequently talked about word: Foshan Lighting LED bulbs have once again achieved impressive results, with sales reaching 12 million units per month. Foshan Lighting LED bulbs sell for only 3 yuan each. For a time, Foshan Lighting became the "price killer" of the LED industry.
Whether NVC or Fozhao have strong traditional distribution channels, their transformation journey is not easy but can be considered a success. Including Sunshine and Opple, these traditional lighting giants have entered the LED lighting field and have demonstrated their relatively dominant market advantages and good cost control capabilities.
Foshan Lighting has a huge distribution channel that basically covers the whole country. In terms of quantity, there are currently nearly 3,000 distribution stores nationwide, and it is expected to further expand to 4,000-5,000 stores this year and next. NVC Lighting taps the market potential in counties, towns and cities, and has a total of 37 exclusive regional dealers and 3,299 stores.
Corresponding to the advantages of developing offline channels, Fozhao, Sunshine, NVC, Sanxiong and Opple have all opened e-commerce platform channels such as Tmall flagship stores, JD.com, and Amazon. They have built self-operated stores, established online distribution systems, and achieved online and offline linkage to better promote their own brands.
Obviously, for traditional lighting companies to switch to the field of LED lighting, only companies with strong competitiveness in the four major factors of channels, production, brand, and scale can grow into new LED lighting giants.
ANNA