Internet + the general trend of export-oriented enterprises in the transition crisis

January 24, 2021

With the general trend of Internet ++, in recent years, the marketing strategy and tactics of SMEs in the lighting and lighting industry can be summarized into the following five main aspects (because they are at the height of the industry to elaborate on these issues, therefore, Not all companies have these problems, just that these problems are more representative in the lighting industry:)

1. The transition crisis of export-oriented enterprises under the background of export-oriented economy

As external demand declines, companies are under pressure to reduce orders, while customers are more sensitive to supply prices and payment cycles;

The increasing cost of domestic marketing has reduced the limited profit margin to a level of meager profit or even negative profit. Nature has brought a large survival crisis to enterprises;

The natural genes of the export-oriented enterprises - concepts and systems - limit the transformation and upgrading of enterprises. Due to the conceptual obstacles and institutional obstacles under different marketing models at home and abroad, most of the export-oriented enterprises that have taken the lead in trials have returned.

Internet + era Five major difficulties in the marketing of small and medium-sized lighting companies

Second, the defects of high-energy consumption, high pollution, low wages and low security in manufacturing enterprises cannot adapt to the people-oriented market environment.

China's economy has developed rapidly for many years, and enterprises are facing the dual pressures of structural shortage of human resources and rising costs;

After 87, the employment of the only child after 90, the human resource cost increased in the short term;

The low entry barrier of lighting fixtures has led some companies to cut corners and reduce labor costs to maintain the market's short-term "competitiveness."

Internet + era Five major difficulties in the marketing of small and medium-sized lighting companies

Third, R & D investment and product innovation

Traditional enterprises in traditional industries continue to have lower cost advantages and lack independent research and development capabilities;

A simple price war has caused some companies to have almost no bottom line competition;

The business environment of lighting and lighting, lack of concepts and mechanisms to protect intellectual property rights;

This has caused the entire industry to linger in mutual plagiarism and imitation. Lighting fixtures, many companies are imitating and even copying the design of brand lighting products;

Intelligent products lag far behind other industries.

Internet + era Five major difficulties in the marketing of small and medium-sized lighting companies

Fourth, the backwardness and obsolescence of business concepts

There is less mutual learning and communication among peers;

Some companies have continued their marketing methods several years ago. Lack of innovation, breakthrough thinking and action on marketing models;

Outdated mechanism: the original management method is still being continued. However, today, with the rapid development of the Internet, the traditional system has become an obstacle to sustainable development. Internet-based thinking systems encourage innovation and personalization;

Marketing outside the brain: China's marketing planning, consulting, advertising, public relations companies, the marketing industry claims to be the king of ideas, planning masters are everywhere, but what kind of effect these masters can bring to the marketing of the company Hard to define. In fact, what kind of marketing "outside brains" companies need, how to cooperate with these "outside brains", many companies do not understand.

Internet + era Five major difficulties in the marketing of small and medium-sized lighting companies

V. Internet + era, the innovation of marketing model

The Internet communication and promotion of lighting fixtures is still behind the times;

Internet sales and channels for lighting fixtures lag behind the times;

The supply chain solution with Internet+ is still in the initial stage of trial, far behind building materials and homes, especially the custom home industry;

Lack of resource integration capabilities in the field of pan-home building materials;

People-oriented top-level design lacks courage: such as equity incentives, marketing incentives, innovation incentives, partner systems, etc.

Internet + era Five major difficulties in the marketing of small and medium-sized lighting companies

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