On June 10th, the "2018 (16th) High-tech LED Industry Summit Forum" held by Gaogong LED was held in the Westin of the Canton Fair. The forum was divided into three special sessions. Among them, in the "The War in the Post-Lighting Age", Lin Yan, the vice chairman of Sanxiong Aurora, delivered a keynote speech titled "The Post-Lighting Era, Return to the Essentials of Demand for Lighting Products." At the meeting, Lin Yan pointed out the shortcomings of LED enterprises in the post-lighting era and elaborated the business strategy of Sanxiong Aurora now and in the future.
Enterprises in the post-lighting era are "stricken"
"The post-lighting era is actually a continuation and expansion of the lighting era, reflected in the depression of the general lighting industry and the rise of new fields. At present, the lighting industry has entered the era of post-lighting." Lin Yan is so defined. He also pointed out that in the context of the rise of intelligence, many companies still retain their "sequel" in the process of stripping traditional lighting: the middle and lower reaches of the LED still have the characteristics of the traditional lighting era, and the general lighting products are not much innovative and Variety.
Lin Yan mentioned that on the one hand, the upstream price continued to decline, which led to a decline in LED products. On the other hand, the value of lighting products could not be improved, but instead it was declining. The constant price competition gave rise to the phenomenon that the selling price was lower than the cost price. This behavior has become more common, and eventually formed a situation of relieving performance pressure by expanding market share. This situation has seriously hampered the initiative of ordinary lighting companies to actively pursue the lighting of the subsequent era.
Losing the initiative, it loses the source of product innovation. Lin Yan recalled: "In the previous production of a new product, the technology was a little harder for two years, but after two years, it will find the product outdated. It used to look at the order to make the product, but when the order arrived, it was It’s too late.†Therefore, the numbness of new external technologies is the biggest obstacle to the re-creation of ordinary lighting companies.
Diligently practicing internal strength, Sanxiong Aurora and then "revolution"
If you can't keep up with the speed of technology change, it will be eliminated by the highly competitive market. Lin Yan said that the big reforms in October last year allowed Sanxiong Aurora to enter a new round of resource integration.
The first is to further refine the production process of the product and strive to achieve its successful implementation. Lin Yan gave an example. In the past, I only knew whether to plan for product development, and did not involve specific implementation steps. Therefore, it is difficult to ensure the smooth implementation of the plan. Since October last year, the work in this area has been left to the deputy general manager. Just ask the results, and then I found that I started to score. “After refining the process, the goal will be more specific, and the execution will be greatly improved.†Lin Yan said frankly.
Second, the “comprehensive resurrection technology†was launched on the sales channel. “It’s all our marketing technology and financing technology are resurrected.†Lin Yan explained, “Because all business owners now have some outstanding features, such as strong technology, but sales may be weak, and these characteristics are ours. Win the magic weapon."
Third, attract and consolidate the human resources within the company. For recruiting new people, let the old employees publicize the company's information, and then conduct internal training of corporate culture and thinking when new employees enter the company. The advancement of the two measures will not only allow new employees to understand the company in advance, but also enable them to appreciate the importance and concern of the company. “With this move, although the piece rate has not risen, the company’s employee turnover rate has dropped from 60% to 7%.â€
"It seems to be very simple now, the staff has not changed, the dormitory has not changed, the salary has not improved, but all morale has come up, over 20% of the production, employees are not willing to go, this is what we say, it is a little bit If you practice it, it won't let you have any thrilling things, but its result is thrilling." Lin Yan said.
In addition, Sanxiong Aurora will further improve its R&D technology, improve product quality, integrate supply chain, and develop a three-year plan to build the brand of Sanxiong Aurora into a “golden signboardâ€. "There is a saying that we must not say that we are not afraid of any price war, but we will not win by price wars. If we practice the internal strength, we will be able to win a victory." Lin Yan finally bluntly said.
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