[Wen/Wang Cairong] As early as a decade ago, the home appliance giants have seen the huge blue ocean of the lighting market. In 2000 and 2001, TCL Group and Haier set foot in the lighting market, setting off the first wave of home appliance companies entering the lighting industry. Subsequently, giants such as Konka, Midea, Skyworth and Changhong also invested a lot of money and advanced into the field of LED lighting. The big action has frequently attracted the attention of the industry.
However, in the end, the lighting projects of various home appliance manufacturers almost failed to meet expectations. After TCL lighting was short-lived, its performance began to decline. In 2009, its lighting sales were less than 200 million yuan. Until 2013, its sales were close to 300 million yuan. However, Haier Group's official website can not find any lighting products and related projects, and it seems that it has been low-key exiting the lighting market.
Although the remaining Skyworth, Midea, Changhong and Konka entered the lighting industry earlier, they still could not have a giant to rely on their own independent operations, and really got the right to speak in the domestic LED lighting market.
An important reason for the difficulty of the home appliance giants in the LED lighting layout is the misplacement of the marketing model.
“The home appliance business tends to face battles in the marketing model, while the LED lighting market is more suitable for guerrilla warfare. Some home appliance companies do not understand the lighting industry, especially in the development and maintenance of dealer channels, which is larger with the original home appliance industry. Difference.†An agent of Sanxiong Aurora in South China said that the lighting industry even rejected the business model of home appliance companies, and few home appliance companies entered the LED lighting field to go down to the market, resulting in their lighting market. It’s hard to see the results by smashing a few shots.
For the home appliance giant, its comprehensive strength is strong, not only producing home appliances, accessories, but also involved in cross-industry, cross-disciplinary operations, diversified business operations. Although this is an advantage that the lighting industry can't match, on the other hand, it also reflects the disadvantages of its product level. Most of these home appliance giants have higher product maturity, relatively higher brand concentration, single product application function and more complexity. The low field has its own unique competitiveness, and the lighting industry is characterized by low product maturity, low brand concentration and high product application complexity, which form a reverse contrast with these enterprises.
“When expanding LED lighting-related business, the management manager did not combine the actual situation of the product market, but operated the business model of the home appliance industry, and it was difficult to keep up with the market in terms of product technology research and development and supply chain integration.†Guangzhou A beautiful lighting dealer in the region told reporters that especially the lighting of TCL and the United States, although the action on the channel is frequent, the momentum is huge, but few measures of grounding are seen.
Therefore, after the "small test", the LED lighting projects of these home appliance giants have been plunged into a semi-dead situation.
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