Guan Yong, general manager of Sunlight Lighting: Positioning determines the channel brand system reconstruction
This article is selected from the speech of Sun Yong, general manager of Sunshine Lighting at the 2014 High-Tech LED Annual Conference “On the Big Strategy of the Industryâ€.
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In the past, the price war, especially the price war in the domestic market, is not a good method. It should be said that the price war is a tool at this stage, but many companies have to do business in the distribution market. War, then you have to do the domestic market or to fight the price war, what is the brand representative? Representing quality, taste, and character, they represent people, not products. Therefore, those companies that have done a particularly bad job may actually have a lower character in the person in charge, and the things that the person with high character makes are quality.
From the price point of view, the single price concept is not developed here.
Price is very important, price is positioning, not taste. Inamori Kazuo said that "pricing is business", this sentence gives me a very deep impression, who is your customer, how do you decide the trend of your business, the price has been decided, what do you want to do. The price is business, including who your customers are, what your products should do, all here, so it is very good.
Including the price, we return to the hot topic of e-commerce, Philips has 9.9 yuan in the push of e-commerce, the online price is messy, after setting 9.9 yuan, online 5 dollars are also sold. Maybe everyone thinks that the online brand index, for example, should be 10% or 20% difference, but after the online, the brand index is not this ratio. The inspiration for me here is that the domestic market is still a bit patient. Going too fast, there will be some follow-up problems.
The second is objectively speaking. LED is an opportunity to rebuild the quality supervision and evaluation system of China. It has been rotten in the past, but this is an opportunity to re-establish the evaluation system. We have also Direct departmental communication.
Including domestic export products, China's export products must go through commodity inspection. There is an article in the front that the commodity inspection was taken out this year. The products exported by China are in the local countries. The quality control is done by the local countries. What do the Chinese have? ? If the previous three inspections were cancelled, then it would be a good thing. The domestic quality evaluation system can not be changed, not like this, so it is a bad evaluation system.
Rebuilding the competitiveness of enterprises, because the past competitiveness has been completely destroyed. Our original competitiveness is to make gas, to deal with fire, to see things that cannot be seen or touched. Everyone can’t understand, the threshold is very high. Today's semiconductors, there are currents, parameters, and clear, so rebuilding core competitiveness is a very painful thing, including the original upstream scale advantage is useless, I have more than one hundred Is the fluorescent lamp production line useful now? Can this scale produce any competitiveness? No, I have to re-swing. Including the entire core piece to be rebuilt, including the efficiency to be rebuilt, including the scale to be rebuilt, so the entire reconstruction process. Business development is very fast.
Including per capita efficiency, the per-capacity efficiency of LED is improved, because the possibility of realization is easier than the original one. Of course, this change is too fast. There may be various restrictions of 3 million. It may not be used by 2 million now. It may be hundreds of thousands, and this change is faster, but in reality it is more likely to be intelligent.
There is also the possibility that the competitiveness of enterprises in 2018 may be repeated again. This is very annoying and is also a possible problem. Because the scale of the establishment now waits until after 2018, at least the international market says so. After 2018, the purely planned market will shrink to a certain extent. Under this circumstance, how can we expand our entire business and how to go? Development, this is another new topic. You have to find new capabilities to re-establish and exploit cross-border. Where is the solution? There are also more intelligent ones, and the second is the ability to expand cross-border.
When it comes to intelligence, we have been doing it recently, but I don’t expect any good results in two years. Similarly, it’s the early stage of the game of Go, and maybe some aspects will be given up after trying. Multi-technology, always have to try, knowing that this technology may not be suitable, and the direction of the enterprise is not right, remove, and then enter the market stage, so there are many problems to be solved in the entire interconnection and intercommunication, and we will not elaborate on it today.
We think that intelligent lighting, the closed meeting in the morning, everyone also exchanged, talked about the trend of the industry's price decline, how much in the upper, middle and lower reaches, in the end how much space is falling. At the same time, it also talked about the fact that intelligence is giving us a strong shot in this industry. The future is full of a beautiful vision. This industry will be better and better, because as long as it is combined with the Internet of Things, it will be better and better. When the light bulb was invented, it brought a major innovation. It was necessary to have several wires and wires in the whole room. Other electrical appliances could be added to the network as soon as they were plugged in, electric rice cooker, air conditioner and so on. Because every room has lights. Then smart lighting may bring us a wireless network because of the ubiquitous lighting. No appliance can be like lighting. But can we do this? I don't know, it may come true.
In the end, the knowledge structure is rebuilt, as long as the IT-related industries are particularly tall, iphone, ipad, as long as it is combined with IT, it is necessary to use IE in production. Now, IE is very important, so many knowledge structures must be Reconstruction, including ourselves, is also learning. Some of the agreements, clouds, etc. that we just talked about are things that we didn't like, or didn't understand too much. Now we are constantly learning.
China wants to rebuild its international image competitiveness. Sunshine has a Vietnamese factory and an Indian factory. Why is there a factory there? Because their labor force is two-thirds cheaper than China, only 600 to 900 a month, China is now 3000, and he is cheap. In the future, the transportation of LED semiconductor devices is so simple, will it lead to an increase in competitiveness in those countries, what should China do? Including going to the United States, to invest in the United States, how can we strengthen China's competitiveness? I think there is one point. If he is not a single point competition, but a network competition, the so-called network competition is supply chain competition, or the supply chain is a cross-border. It must be combined with the development of the entire Chinese IT industry, and China's Internet industry combines development, it is difficult for others to beat the Chinese on a single point, so we have to cross the border.
It is an interesting thing to communicate with LEDs today. It is necessary to keep learning, to make mistakes in learning, and to have some joys of success. Thank you. 
