The common characteristics of the export-oriented lighting enterprises in the domestic market are: large production capacity, strong production capacity, high efficiency in supply chain integration management, stable long-term customer base, stable profits and high standardization of operation. However, with the acceleration of the international integration competition pattern, the export profits have become increasingly thin in the competition, and the follow-up force of competition has been decreasing year by year. Haier Zhang Ruimin said: "Do not do domestic instability, do not do foreign is not strong." Domestic large-scale export lamp enterprises have completed the accumulation of funds and technology in the long-term market experience. From the long-term development, it is an inevitable trend to return to the domestic opportunity to create its own brand. On the one hand, the concentration of foreign lighting industry is high, the domestic lighting industry is in an excessively competitive situation, the concentration is low, and the secondary integration of the industry is imminent. On the other hand, external factors have accelerated the integration process in the domestic lighting industry. The slowdown in exports has made the domestic market increasingly competitive. Uninterrupted "anti-dumping" and the appreciation of the renminbi will reduce the profitability of exporting light enterprises. The competitive situation and the magic of industrial profit sources have forced exporting light companies to think strategically: "How to switch from export to domestic sales" Inflection point proposition. Concerned by the “eight major changes†1. The product manufacturers changed to the brand operators; 2. The single-production management changed to the comprehensive resource-based management; 3. The single-order production enterprises changed to the multi-brand marketing enterprises; 4. The international industry word-of-mouth communication The transformation of domestic integrated marketing communication; 5, the relative standardization of the international market environment to the absolute complication of the domestic market environment; 6, the relatively single demand of foreign customers to the domestic customer demand for multiple varieties and small batches of time is absolutely Diversified transformation; 7. Internationalized “foreign gun†(standardized operation) to localized “earth cannon†(multi-change operation); 8. Management professional formatter decision-making style to boss-centered sensibility strategy wisdom decision-making style The transformation.
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