The lighting industry is very attractive, and many companies are now transitioning to the ranks of lighting fixtures, especially the home appliance industry. It is not new for home appliance companies to enter the lighting industry. TCL, Skyworth, and Konka, the “Chinese workers Three Musketeers†who have enjoyed high reputation in the past years (Lee Dongsheng, Huang Hongsheng, and Chen Weirong, are the 78th grade radio students of South China University of Technology, who created TCL and Skyworth respectively. The enterprises created by Konka, known as the "Chinese workers Three Musketeers", have entered the lighting industry. In 2010, Midea Lighting made a big acquisition of Guiya and built a Jiangxi light source base, which again caused vibration in the lighting industry.
Beautiful Lighting: A High-profile Lighting Path
The Midea Group, which has more than forty years of history, is already a leading company in the field of home appliances. In 2010, an initiative of the Midea Group made the lighting industry in China shake: On June 30, Midea Corporation announced the signing of a strategic cooperation with Guixi City in Jiangxi Province. The agreement, the United States and the lighting electrical acquisition of Guiya Lighting Co., Ltd., and plans to invest 500 million yuan in Jiangxi to establish a new base of light sources. The rumors of Midea Group's entry into the lighting industry have not been one or two days. However, when the United States actually took off, its large-scale writing still shocked the industry.
The development of Midea Lighting began in 2008. In early 2008, Midea Lighting established the Lighting Project Department, which was affiliated with the Microwave Division, and Zhang Wuli served as the general manager. In the second half of the year, the company opened the first franchised store in Beijing Wanlong Huiyang Lamps City. At that time, the lighting of the United States did not cause enough concern in the industry and the media. However, Midea Lighting continued its development in the low-profile, and by December 2009, the US Lighting Project Department, which has accumulated certain product and channel experience, upgraded to Midea Lighting Electrical Manufacturing Co., Ltd.
Since then, the United States and the lighting all the way high-profile advance: in May 2010, learning from the development experience of home appliances, the country more than 1,400 indoor and outdoor promotional activities to attack the market; in early June, 240 square meters exhibition hall in Guangzhou International Lighting Exhibition, gorgeous completed the first industry debut; June end , 200 million mergers and acquisitions Jiangxi Guiya Lighting 85% shares, and announced to spend 500 million to build a new Jiangxi light source base; September, "Butterfly change 2010," the four major cities in the country 10 new product launches and orders will soon kick off. After two years of accumulation, Midea Lighting finally broke out in 2010, adding a fresh air to the relatively calm atmosphere of the lighting industry in China.
TCL Lighting: Household Appliances Entering Samples of Lighting
Midea Group is not the first home appliance company to enter the lighting industry. At present, the enterprises (TCL, Skyworth, and Konka) created by the “Chinese workers Three Musketeers†all entered the lighting industry. Among them, TCL Group was involved in the lighting industry as early as 2000. Ten years of development has also made TCL Lighting a sample of home appliance companies entering the lighting industry.
In 2004, there was no NVC or Ops in the eyes of TCL, and Yu Wei, who had listed TCL as a whole, had a lot of cash in the hands of the group. TCL's “Longhu Project†came into being. The strategic plan of LCL Kun, general manager of TCL Lighting at the time: Upstream acquisition of Guiya, Jiangxi, TCL is preparing to take over some shares of Foshan Lighting from the government and at the same time 100 acres in Baocang Chencang District, and then on 10 production lines to establish TCL Baoji Industry. Park.
However, adulthood is a matter of course. The personnel contacted by the Foshan Municipal Government had no intention of returning. The purchase of Guiya Group personnel was not in favor. The northern lighting area had already made a good payment and it had already arrived. The country came up to investigate the wasteland and the industrial park could not be built. Soon, the internationalization process of TCL Group was hindered, funds were limited, and TCL Lighting’s support was reduced.
In December 2005, TCL Group transferred 100% equity of TCL International Electrotechnical to France Legrand Group at a 37-fold premium of 1.457 billion to establish TCL-Legrand; in February 2008, TCL Group took a 10-fold premium in this regard. Low-voltage electrical business. At the same time, the Group is also preparing to sell TCL Lighting, but TCL Lighting failed to sell at a premium like international electricians and low-voltage electrical appliances. The net profit of more than RMB 10 million a year has become a tasteless problem. At the end of 2008, Li Yimin became the general manager of TCL Lighting, declaring the end of Liao Kun era. From sales of nearly 500 million in 2004 to less than 200 million in 2009, profits have never been lost since the establishment of the plant for 8 years, and the gloomy operation in 2009 has begun to enter a downward trend.
Lighting Industry: Diversified Competitive Future
The rapid development of the lighting industry in China for nearly two decades has resulted in a lot of achievements in the industry, business management, and brand building. However, the current number of companies in the industry is extremely high, and the status of low brand concentration is still significant. So how does the appliance company enter the lighting industry's success or failure? How will the entry of home appliance companies bring changes to the lighting industry?
In addition to a strong capital background, household appliances companies have entered the lighting industry. What is more important is the impact of the mature industry model on the traditional lighting industry. Rumei's nationwide promotional activities, launched in May 2010, applied the promotion methods of the home appliance industry to the lighting market. However, the lighting industry is also quite specific. There are numerous lighting product lines, such as light sources, electrical appliances, home lighting, commercial lighting, LED, etc... How do you perform product positioning after entering the appliance industry? At the same time, the lighting industry channels are also different from the traditional distribution channels of the household appliances industry. Stores, stores, hardware stores, etc. How do household appliances build independent lighting channels and how can they improve the overall quality and competitiveness of the channels? These have affected the development of these latecomers.
Home appliance giants are advancing into lighting. Midea is not the first case and it will not be the last case. From the perspective of industry development, the entry of capital and cross-industry brands will bring new blood to the industry and will also promote the entire industry.
Beautiful Lighting: A High-profile Lighting Path
The Midea Group, which has more than forty years of history, is already a leading company in the field of home appliances. In 2010, an initiative of the Midea Group made the lighting industry in China shake: On June 30, Midea Corporation announced the signing of a strategic cooperation with Guixi City in Jiangxi Province. The agreement, the United States and the lighting electrical acquisition of Guiya Lighting Co., Ltd., and plans to invest 500 million yuan in Jiangxi to establish a new base of light sources. The rumors of Midea Group's entry into the lighting industry have not been one or two days. However, when the United States actually took off, its large-scale writing still shocked the industry.
The development of Midea Lighting began in 2008. In early 2008, Midea Lighting established the Lighting Project Department, which was affiliated with the Microwave Division, and Zhang Wuli served as the general manager. In the second half of the year, the company opened the first franchised store in Beijing Wanlong Huiyang Lamps City. At that time, the lighting of the United States did not cause enough concern in the industry and the media. However, Midea Lighting continued its development in the low-profile, and by December 2009, the US Lighting Project Department, which has accumulated certain product and channel experience, upgraded to Midea Lighting Electrical Manufacturing Co., Ltd.
Since then, the United States and the lighting all the way high-profile advance: in May 2010, learning from the development experience of home appliances, the country more than 1,400 indoor and outdoor promotional activities to attack the market; in early June, 240 square meters exhibition hall in Guangzhou International Lighting Exhibition, gorgeous completed the first industry debut; June end , 200 million mergers and acquisitions Jiangxi Guiya Lighting 85% shares, and announced to spend 500 million to build a new Jiangxi light source base; September, "Butterfly change 2010," the four major cities in the country 10 new product launches and orders will soon kick off. After two years of accumulation, Midea Lighting finally broke out in 2010, adding a fresh air to the relatively calm atmosphere of the lighting industry in China.
TCL Lighting: Household Appliances Entering Samples of Lighting
Midea Group is not the first home appliance company to enter the lighting industry. At present, the enterprises (TCL, Skyworth, and Konka) created by the “Chinese workers Three Musketeers†all entered the lighting industry. Among them, TCL Group was involved in the lighting industry as early as 2000. Ten years of development has also made TCL Lighting a sample of home appliance companies entering the lighting industry.
In 2004, there was no NVC or Ops in the eyes of TCL, and Yu Wei, who had listed TCL as a whole, had a lot of cash in the hands of the group. TCL's “Longhu Project†came into being. The strategic plan of LCL Kun, general manager of TCL Lighting at the time: Upstream acquisition of Guiya, Jiangxi, TCL is preparing to take over some shares of Foshan Lighting from the government and at the same time 100 acres in Baocang Chencang District, and then on 10 production lines to establish TCL Baoji Industry. Park.
However, adulthood is a matter of course. The personnel contacted by the Foshan Municipal Government had no intention of returning. The purchase of Guiya Group personnel was not in favor. The northern lighting area had already made a good payment and it had already arrived. The country came up to investigate the wasteland and the industrial park could not be built. Soon, the internationalization process of TCL Group was hindered, funds were limited, and TCL Lighting’s support was reduced.
In December 2005, TCL Group transferred 100% equity of TCL International Electrotechnical to France Legrand Group at a 37-fold premium of 1.457 billion to establish TCL-Legrand; in February 2008, TCL Group took a 10-fold premium in this regard. Low-voltage electrical business. At the same time, the Group is also preparing to sell TCL Lighting, but TCL Lighting failed to sell at a premium like international electricians and low-voltage electrical appliances. The net profit of more than RMB 10 million a year has become a tasteless problem. At the end of 2008, Li Yimin became the general manager of TCL Lighting, declaring the end of Liao Kun era. From sales of nearly 500 million in 2004 to less than 200 million in 2009, profits have never been lost since the establishment of the plant for 8 years, and the gloomy operation in 2009 has begun to enter a downward trend.
Lighting Industry: Diversified Competitive Future
The rapid development of the lighting industry in China for nearly two decades has resulted in a lot of achievements in the industry, business management, and brand building. However, the current number of companies in the industry is extremely high, and the status of low brand concentration is still significant. So how does the appliance company enter the lighting industry's success or failure? How will the entry of home appliance companies bring changes to the lighting industry?
In addition to a strong capital background, household appliances companies have entered the lighting industry. What is more important is the impact of the mature industry model on the traditional lighting industry. Rumei's nationwide promotional activities, launched in May 2010, applied the promotion methods of the home appliance industry to the lighting market. However, the lighting industry is also quite specific. There are numerous lighting product lines, such as light sources, electrical appliances, home lighting, commercial lighting, LED, etc... How do you perform product positioning after entering the appliance industry? At the same time, the lighting industry channels are also different from the traditional distribution channels of the household appliances industry. Stores, stores, hardware stores, etc. How do household appliances build independent lighting channels and how can they improve the overall quality and competitiveness of the channels? These have affected the development of these latecomers.
Home appliance giants are advancing into lighting. Midea is not the first case and it will not be the last case. From the perspective of industry development, the entry of capital and cross-industry brands will bring new blood to the industry and will also promote the entire industry.
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