Huayi Lighting Guo Dawei: Interpretation of four waves of lighting (Figure)

introduction


Frequent customers ask: "What products are sold now, can the popular products continue?" Instant Huayi lighting is planned with the crystal lamp series as the core product group, then the author can not tell them that the crystal lamp is good to sell, sometimes I really want to say this, the heart is also out of the business needs of the development of customers, in fact, the author does not know how to answer. At the same time, quite a part of the bosses of business owners are also very confused. Which products are now profitable? I don't even dare to make an axe. However, the background of the origin of the university's physics major tells that "the existence is reasonable", the existence of any one thing has its inevitable law, just as Marx abstracts the complicated social development into the law of social development, as the trend is very obvious. The lantern product, the hand of God is also guiding our business investment. Under such pressure, the author has been stagnation and unresolved. When talking with the national managerial hotel in the night, the time and brand growth of the well-known brands in the lighting and lighting industry basically constitute a perfect curve. The author slammed the knot, poetry and passionately drawn the perfect curve "the fourth wave of the lighting industry", intoxicated by such a simple curve, thanks to the gift of nature, the most precious essence of the world is expressed by a perfect curve.



Interpretation of "the fourth wave of lighting"

The author has been engaged in the lighting and lighting industry for 8 years. He has gone through 6 positions from business representatives to marketing directors. It involves three basic business aspects of distribution, engineering and retail of lighting and lighting. He has done detailed planning and planning, planning and training. Basically, it grows with the branding process of the industry. However, the author has always used the "third eye" to see the world's thinking habits, and analyzes the subtle changes in the industry with a research attitude. Any change in the lighting industry involves sociology, economics, political science and other sciences, according to personal analysis. The author has the following points (see the graph).

First, from the development of the lighting industry, basically in accordance with a popular cycle of 6 years, the first peak in each product cycle will be the owner of the first brand, climbing to the peak represents the altar of the gods. In the first cycle, many investors will flock to enter this field. In fact, according to the Chinese business ancestor, the words "low rallies", this time the risk is the biggest time. In 2003, the author encountered the peak period of the home improvement industry and lost the business. From the perspective of investment science, risks and opportunities coexist at this stage, but doing industry is a long-term investment behavior. If speculation follows the trend, the risk is too big. The strategic concept is the truth. It is precisely because there are more followers, so the winners are rare. The author once listened to Wen Shu, the spiritual leader of Huayi Lighting Group, sharing the investment philosophy. The success of Huayi is inseparable from his keen investment perspective.



Second, the lighting competition under the marketing of the lighting industry began around 2000, and the boss who had the insight was basically seized the opportunity of the industry. In the pioneering brand's brand-ending movement, home lighting, commercial lighting, and modern lanterns were basically completed in the first popular period, and classical lanterns were the "fourth wave" in the lighting industry. Because of the diversity of the lighting industry, the same category of brand shuffling, according to different styles, is divided into a number of subdivided brand hegemons, the above-mentioned "Guzhen Lighting" newspaper launched "New Terri achievements (modern lights) new overlord" The author believes that there is no trace of soft text, which belongs to the new laurels. In fact, in the field of modern lighting, Qilang, Westminster and other brands are also basically self-contained according to the material classification.

Third, according to industry analysis, Huayi Lighting has brand positioning in line with its own unique brand accumulation, and Huayi Lighting is in the “fourth wave” cycle curve of the lighting industry. This is also in line with the development of the industry, in line with brand positioning and depth. Analysis According to the current situation of the team, within two years, Huayi Lighting Group will move to the new "brand god" in the "fourth wave" of lighting, and we also have full confidence to create brilliance in the field of classical lighting.

4. The curve is only the result of statistical analysis. It is only a mathematical model established for the convenience of research. The curve cannot be used to interpret the industry changes. It is not possible to look at the curve with quantitative thinking, but it can basically help the industry and find its own business development. The stage, in order to determine their own investment direction, clear future development direction.

5. Curves of different colors represent different subdivision categories. The rise and fall of the curve does not represent the output value. It only represents the number of brands of the subdivided categories. This curve is only analyzed from the large categories. The categories that are subdivided according to the materials also have unique evolution rules. .

Sixth, from the curve analysis, referring to the market changes in 2006 and 2007, some of the sub-categories have entered the second cycle of the volatility curve, and a new round of brand competition began to kick off. For example, home lighting began to appear in many brands in 2006. Op Lighting Challenge, the author glimpses, long-term development also needs to be able to surpass, in front of the most to get a second brand status, so smart marketers can adopt the strategy, do not fight for the first, the second is wise decision, such as Mengniu Dairy industry. According to the analysis of the general trend of the society, the first round of competition generally does not have a stable second brand. The second brand will appear in the subsequent cycle of reincarnation competition. The market competition is also very cruel, if a company does not have sustainable market competitiveness. In the follow-up competition will also go down the altar, so a company that pursues a century-old store must establish its own system core competence, not a personal hero. China’s ace company is because there is no system, because one person’s departure Defeat, such as Xiao Bawang did not have Duan Yongping, Henan Chundu ham did not have Gao Fenglai and so on.

Seventh, the market competition before 2000 basically belongs to the initial market stage. Huayi Lighting, Foshan Lighting and other brands have created a brilliant industry. Now, these companies have grown into powerful comprehensive enterprises with strong market foundation. Once the planning of Huayi Group's listing and corporate brand strategy is mature, the sub-brands of their sub-categories will also be in the limelight. The general manager of the Huayi Lighting Group leader, Jinbiao, once said: "A brand must find a plate that is easier to surpass. Transcendence is very important. For Huayi, we must increase our investment in transcending fields.” However, at that time, we did not enter the stage of cruel market competition and did not study the curve of new brands. Therefore, the starting point of the curve began to be calculated in 2000.


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