The average annual growth is about 20% for 10 consecutive years! This is a quick description of the Chinese lighting industry.
China's economy continues to grow steadily, the infrastructure of Daxing is everywhere, and the real estate market is extremely hot. The lighting industry has maintained a strong growth momentum and has become a popular sunrise industry. However, the lighting industry has a low threshold, and there are more than 10,000 lighting companies in the world. The number of companies with the highest output in the world and over 100 million sales is excessive, and there is a lack of technical content. This is a portrayal of Chinese lighting companies.
This kind of industry competition scenario is very familiar, and it is true in many industries in China.
What about small and medium-sized enterprises? Is there a way to break through?
Invisible champion
54,000, this is a large order from a Belgian customer; 60 million yuan, which is the signing amount of the subsequent Spring Merchants Association.
The exposure of this information has exposed the invisible champion enterprise of Zhejiang Chenhui Guangbao Technology Co., Ltd.
Chenhui Guangbao is the invisible champion in the field of “special light sourceâ€. The special light source here refers to a special healthy light source, which can not only illuminate, but also play other special effects, such as sterilization, anti-mosquito and fresh-keeping.
Zhao Guosong, the chairman of the board of directors, was originally a technician. The background of his technology made him attach great importance to the technical research and development of products. This made Chenhui Guangbao gradually take the lead in the field of special light sources. In 1994, when the company was founded, there were only 20 people, and now it has grown to have 3600. 95% of the large-scale electric light source manufacturing bases of many employees are exported.
Special health light sources have become quite popular in Europe and the United States, but they are still relatively blank in the domestic market. For the past 12 years, Chenhui Guangbao has been the route of high-end light source. The products are sold well in more than 120 countries and regions around the world. For example, the two government buildings in Vienna, the capital of Austria, use Chenhui Guangbao's air purification treasure as lighting and optimization. The source of air, more than a thousand supermarkets in Germany use the morning glory of the butcher treasure, this special light source makes the color of the meat in the supermarket look a lot more delicious.
It is a brand abroad, and few people know it in China.
In the domestic competition of the lighting industry, the market is large, the enterprises are not strong, the competition is disorderly, the products are not standard, and the industry competition is at the stage of basic competition, and has not yet risen to the level of brand competition and system competition. Because of this, Zhao Guosong has been doing international market for more than ten years.
Since 2003, the national infrastructure construction and supporting construction, the acceleration of urban construction, has driven the rapid development of the lighting industry. Among them, energy-saving products have the fastest growth, not only exports, but domestic demand is strong. Zhao Guosong saw the opportunity.
Zhao Guosong also found that although the brand "CH LIGHTING" of Chenhui Guangbao is unimpeded in more than 120 countries and regions around the world, it can directly enter the mainstream market of developed countries, but it has encountered troubles in China: the recognition is relatively low.
There is also an annoyance, the production capacity of the enterprise is saturated, the sales situation is gratifying, and the growth is certainly there, but if it is a major investment, the competition is fierce and the risk is high.
Zhao Guosong saw that if it was linear growth according to the situation of the enterprise at the time, it could not make a big breakthrough. He also has a hunch that in the next two years the company will encounter bottlenecks.
Instead of waiting until the bottleneck period to respond, it is better to make adjustments now. Thus, in 2003, Zhao Guosong began to adjust from three aspects: the first breakthrough was to break the family management model. This is an emotional breakthrough. It started very difficult. It took half a year to complete the initial transformation. In order to be more thorough, in March of this year, the husband and wife partner Gan Caiying also retired from the position of the general manager, giving way to dig from Philips Lighting. Executives.
The second breakthrough was to upgrade and upgrade all the equipment to create a research and development team. At this stage, the debt has risen sharply, and each line will cost more than 10 million yuan.
The third breakthrough is the introduction of advanced management tools, ERP management, and human resource management systems in a step-by-step manner to greatly improve internal management.
Zhao Guosong admits that the past three years have been three years of painful changes. Although the company has earned less than 50 million yuan in the past three years, it has slowed down its growth rate and reduced its benefits, but it has gained a lot.
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China's economy continues to grow steadily, the infrastructure of Daxing is everywhere, and the real estate market is extremely hot. The lighting industry has maintained a strong growth momentum and has become a popular sunrise industry. However, the lighting industry has a low threshold, and there are more than 10,000 lighting companies in the world. The number of companies with the highest output in the world and over 100 million sales is excessive, and there is a lack of technical content. This is a portrayal of Chinese lighting companies.
This kind of industry competition scenario is very familiar, and it is true in many industries in China.
What about small and medium-sized enterprises? Is there a way to break through?
Invisible champion
54,000, this is a large order from a Belgian customer; 60 million yuan, which is the signing amount of the subsequent Spring Merchants Association.
The exposure of this information has exposed the invisible champion enterprise of Zhejiang Chenhui Guangbao Technology Co., Ltd.
Chenhui Guangbao is the invisible champion in the field of “special light sourceâ€. The special light source here refers to a special healthy light source, which can not only illuminate, but also play other special effects, such as sterilization, anti-mosquito and fresh-keeping.
Zhao Guosong, the chairman of the board of directors, was originally a technician. The background of his technology made him attach great importance to the technical research and development of products. This made Chenhui Guangbao gradually take the lead in the field of special light sources. In 1994, when the company was founded, there were only 20 people, and now it has grown to have 3600. 95% of the large-scale electric light source manufacturing bases of many employees are exported.
Special health light sources have become quite popular in Europe and the United States, but they are still relatively blank in the domestic market. For the past 12 years, Chenhui Guangbao has been the route of high-end light source. The products are sold well in more than 120 countries and regions around the world. For example, the two government buildings in Vienna, the capital of Austria, use Chenhui Guangbao's air purification treasure as lighting and optimization. The source of air, more than a thousand supermarkets in Germany use the morning glory of the butcher treasure, this special light source makes the color of the meat in the supermarket look a lot more delicious.
It is a brand abroad, and few people know it in China.
In the domestic competition of the lighting industry, the market is large, the enterprises are not strong, the competition is disorderly, the products are not standard, and the industry competition is at the stage of basic competition, and has not yet risen to the level of brand competition and system competition. Because of this, Zhao Guosong has been doing international market for more than ten years.
Since 2003, the national infrastructure construction and supporting construction, the acceleration of urban construction, has driven the rapid development of the lighting industry. Among them, energy-saving products have the fastest growth, not only exports, but domestic demand is strong. Zhao Guosong saw the opportunity.
Zhao Guosong also found that although the brand "CH LIGHTING" of Chenhui Guangbao is unimpeded in more than 120 countries and regions around the world, it can directly enter the mainstream market of developed countries, but it has encountered troubles in China: the recognition is relatively low.
There is also an annoyance, the production capacity of the enterprise is saturated, the sales situation is gratifying, and the growth is certainly there, but if it is a major investment, the competition is fierce and the risk is high.
Zhao Guosong saw that if it was linear growth according to the situation of the enterprise at the time, it could not make a big breakthrough. He also has a hunch that in the next two years the company will encounter bottlenecks.
Instead of waiting until the bottleneck period to respond, it is better to make adjustments now. Thus, in 2003, Zhao Guosong began to adjust from three aspects: the first breakthrough was to break the family management model. This is an emotional breakthrough. It started very difficult. It took half a year to complete the initial transformation. In order to be more thorough, in March of this year, the husband and wife partner Gan Caiying also retired from the position of the general manager, giving way to dig from Philips Lighting. Executives.
The second breakthrough was to upgrade and upgrade all the equipment to create a research and development team. At this stage, the debt has risen sharply, and each line will cost more than 10 million yuan.
The third breakthrough is the introduction of advanced management tools, ERP management, and human resource management systems in a step-by-step manner to greatly improve internal management.
Zhao Guosong admits that the past three years have been three years of painful changes. Although the company has earned less than 50 million yuan in the past three years, it has slowed down its growth rate and reduced its benefits, but it has gained a lot.
1 2 Next Page
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