In the boom of LED industry-wide development channels and innovative brands, the high-end competition model has risen from the price of competition to the business model of increasing the value of equipment from the provision of equipment to the unique way of business operation is the source of innovation value. Product wars, price wars, channel wars, policy wars, and self-media wars, the LED lighting industry market has been in the battlefield of smoke. The times are advancing, the industry is upgrading, and the competition model is quietly changing. Many business leaders said that the world is changing too fast, the pace has to keep up, the backwardness is to be beaten, and the opportunity is fleeting. Therefore, in the face of every transformation, it is necessary to make a decisive decision, change or not change. Whether it is upgraded or not is a future of enterprise development. However, in recent years, the LED lighting industry has developed rapidly. Even over-fired cross-border enterprises have invested in the LED industry. Traditional lighting companies have gradually transformed into the LED market. The upstream and downstream enterprises have frequently assembled LED applications, resulting in saturation of the LED lighting market and overcapacity. At the same time, the competition between enterprises has become more and more fierce. Sun Rijiang, marketing director of McGraw-Blue, believes that the emergence of price wars is an inevitable stage in all walks of life and a manifestation of industry market demand. Indeed, LED lighting demand has increased rapidly in recent years, but the LED industry is mixed. The good news is that the industry is welcoming the development of high-speed period. The enterprises in all links of the upper, middle and lower reaches have begun to expand production, actively channel distribution to seize more market share; the worry is that the bottom line of price wars and unconcerned operations disrupt the market order, resulting in The industry market is unregulated and chaotic. In 2014, more than half of them have passed, and there are still a lot of people who are running and failing. In order to save a lot of enterprises, they are seeking new survival modes to cope with the upgrading of industry competition, such as the merger and acquisition. The upgrade of the æ¡ æ“ : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : In the price war, large enterprises hope to continue to maintain the initiative in the market by turning the scale advantage into a price advantage; small and medium-sized enterprises hope to bombard the market with low prices. Perhaps the result of the price war may be beneficial to consumers, but it has caused a large number of corporate profits in the industry to decline, survive and even collapse, and run away from debt. Then, the brand warfare is in a state of dark horses. Many LED lighting companies place their brands at the core of market competition. They are strong in brand advertising in various channels, and they are celebrity spokesmen. Hongguang has Huang Shengyi, plus zero and high round, Qiantai. There are He Wei, Su Zhengzheng Guo Donglin, etc. These traces are enough to prove that LED companies began to pay attention to brand building, not just staying in the price war, but also taking the opportunity to upgrade from the competition stage of competition price to competition value. Entering the LED lighting industry, the threshold is low. Many companies claim to be able to do LED lighting products. The husband and wife shop and the small workshop factory are in a piece of film. The mix of fish and dragons, personnel quality and technical level are uneven, which leads to chaotic competition in the industry. The LED lighting industry is shuffled in the market. The inevitable result. Many experts and industry insiders believe that the LED industry is entering the reshuffle period, the superior resources will be concentrated in some enterprises, the competition pattern will be stronger and the weaker will be weaker. The pattern of the LED lighting industry will be initially visible. The winner is the last one. Mergers and acquisitions have been integrated into the competition for weapons. Since 2014, it has been noticed that the speed of mergers and acquisitions has accelerated, and the LED lighting industry has gradually emerged. Companies with strong strengths hope to use M&A integration to make up for their shortcomings in LED lighting products, brands, technologies and channels, and mergers and acquisitions are the fastest way to solve these shortcomings. Following the acquisition of NVC and Sanan Optoelectronics in 2013 by DHL Runda in 2013, Tongfang’s 700 million yuan won the controlling stake in Zhen Mingli, and Changfang Lighting bought over 60 million shares of Kang Mingsheng and Hongli Optoelectronics 180 million yuan. The acquisition of Smect and çˆçŽ® shares of 122 million yuan in acquisitions, lighting, Lehman Optoelectronics acquisition and capital increase holdings Kangshuo exhibition and other industry mergers and acquisitions frequently staged, shaking the entire industry, industry integration drama also began to climax. If mergers and acquisitions integration is an inevitable update in the industry upgrade, then the cooperation and development of the group is no exception. In the era of resource sharing, the era of single-handedness seems to have passed; the LED lighting industry is developing too fast. If it is about profession, innovation and speed, the power of individuals may not be complemented by the advantages of resources. Since 2013, the phenomenon of cooperation between small and medium-sized enterprises has been ubiquitous, and major leagues are also particularly dazzling in the transformation, such as the sharing alliance and the Wichi Alliance. For the current LED lighting industry pattern, whether it is due to internal brigade breakout, strengthening advantages, leading the opponent's considerations, or establishing the status of China's LED lighting industry, creating a national industry, resisting the invasion of foreign enemies, enterprises and enterprises The integration and cooperation have become an irreversible trend. The phenomenon of holding the group also performed well this year. Like the Weizhi Alliance, it appeared on the spring light fair this year and achieved good results. Since the media is a self-contained illuminator in the past two years, some companies that have been well-known for export have begun to attack the domestic market. However, many export-oriented enterprises have encountered difficulties in accessing the domestic market and the pain of enterprises. The marketing director of an export company revealed to reporters that at the beginning of the domestic market, there must be a transition period to adapt to the local market environment and culture, such as payment methods and product design. As a hub for enterprises to put products into the market, the importance of product sales is self-evident. The way in which LED lighting products reach consumers is also crucial to the sales of the company. How to layout channels and how to carry out channel innovation has become a difficult problem in the minds of enterprises. The traditional channels are getting narrower and narrower, the competition is large, the construction and maintenance costs are high, and the effect received is still unknown. The e-commerce channel is conducive to brand building, but it can not be regarded as the mainstream channel at present; the hidden channel has large profit margin, but back There are pros and cons to each of the major channel models, such as long period and difficult development. It is necessary for companies to weigh according to their actual situation. Today's era is the era of being contracted by smart phones, and it has also opened the way from the media. QQ, Weibo, WeChat is equivalent to an acre of land, you need to go to farming to harvest what you want, there are also a lot of grassroots from the media marketing to change the local tyrants from the media era is a miracle, but also a miracle platform. Guo Yunping, a well-known marketing planner, once said that he once sent a light fixture in his WeChat circle of friends, and immediately received feedback. It is obvious that the media is also a grassroots star, with its own illuminator. The more you praise, the more you represent. The popularity of friends is more popular; the more comments, the more attractive your circle of friends is.
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