(Upper 16 version)
Industry integration is comprehensive and indefinite. It is undeniable that these foreign lighting giants are rushing to lay out in the domestic market. Chinese lighting companies have realized that they must stand in the favorable position of the value chain in the process of industry restructuring, otherwise the result will be foreign brands. Extrusion in the city of China's lighting industry group, scale, branding direction has begun to take shape. From a global perspective, domestic lighting companies represented by NVC Lighting, Sanxiong?; Aurora and Oupu have realized this, introducing capital, laying out production bases, holding foreign-invested lighting giants and light source research centers, and cutting away Olympic lighting. Single, ready to go overseas listing, to create an international lighting brand, the brand of the domestic lighting industry in the upcoming adjustment of the bones of the eye attack, is adding enough chips for the next round of competition after the restructuring.
Starting from the subtleties, we found that since 2003, domestic lighting companies, whether they are lighting giants at the top of the “pyramid†or processing enterprises at the bottom, have been disturbed by the “integration†banner. . Throughout its background, in the context of the “integration†era, the “integration†of domestic lighting companies has begun.
The first is channel integration. It is said that today's lighting industry channels are like the home appliance industry ten years ago. Although the lighting industry has not yet appeared in the home appliance chain, there are more than a thousand home appliance chains in China, but it is like the 275 issue of the nosebleed effect. As described in the article, the unprecedented success of the nearly 2,000 dealer conferences in 2003 and the “8?;18 transformation†of Huayi Lighting, and the “NVC Reform†in 2005, Huatai Lighting in the People’s Congress in 2007 The Home Lighting Winning Forum held by the Church and the news conference of Huatai Lighting American Electrician listed are all describing the integration process of lighting companies in the channel terminals.
Of course, the integration of channels is multi-faceted. By joining hands with domestic companies, foreign-funded enterprises can complement each other and open up market sectors that they are not good at. For example, the cooperation between NVC and GE is the same.
Second is capital integration. The situation of capital integration has been quite popular in today's lighting industry. As mentioned at the beginning of the article, NVC has introduced funds of “Softbank†and “Merrill Lynch†international venture capital up to 40 million US dollars to integrate upstream resources and Merger and acquisition of similar enterprises. According to Wu Changjiang, "I value the resources behind it, making my business more standardized. It avoids the unscientific and irregular business operation mechanism of private entrepreneurs making decisions by themselves." In addition, another important reason for the introduction of “wind investment†is also related to the overseas listing that NVC Lighting began planning a few years ago.
Of course, listing is an important way to enter the capital city to try to integrate resources. For example, Snow Wright, known for its production and scientific research, has not been very popular in marketing before the listing, but it has achieved remarkable results in terms of capital integration and brand and market channel development after the listing.
The third is mergers and acquisitions. Conventionally, the former refers to the behavior of a company that is dominant in the competition to purchase the entire property of another company, and the merger of one company; the latter refers to a company that acquires the control of the enterprise by publicly acquiring a certain number of shares of another company. The act of rights and management rights. And such integration has become commonplace in the lighting industry. At the beginning of this year, Honeywell invested 370 million yuan, accounting for 70% of the joint venture company. Langeng mainly used the current plant and technology equipment to participate in the stock, accounting for 30% of the shares, forming the new "Hollan" company to achieve the purpose of the acquisition. In addition, NVC acquired the “Generation†lighting for a number of years ago. Benbang Lighting has purchased as many as eight state-owned lighting companies from 2001 to 2007.
The fourth is technology integration. Technology has always been a short-board for domestic lighting companies. On the one hand, such integration can quickly introduce international advanced technology to enhance their own technical level. On the other hand, they can use the international advanced enterprise management level to enhance themselves. NVC Lighting and GE, Jiamei and GE, Honeywell and Langeng cooperated a few years ago, and in a sense, Langshi's OEM cooperation with domestic and foreign leading companies for many years is also technical integration. Learn from. On the other hand, the establishment of Sino-foreign joint ventures has also greatly promoted the technological innovation of domestic lighting companies. For example, in 1994, Philips Yaming Lighting Co., Ltd., a joint venture between Philips and Shanghai Yaming Bulb Factory Co., Ltd., used Philips' advanced technology and management to realize the potential of Yaming, while Philips Yaming also became a premium in the Asia Pacific region. Lighting product supply base.
The fifth is brand integration. Such integration can be described as a powerful effort. The cooperation between Dongguan Jinda Lighting Weishahua brand, Baohui Olenis brand and Swarovski is undoubtedly the classic of such integration cases. The Swarovski crystal chandelier pendant is inlaid on the lamp holder, which increases the added value of the product while enhancing the art of the product.
The power of integration drives the general situation of competitiveness upgrade. We have summarized the development process of private enterprises into four stages, namely the original accumulation stage, the second stage of entrepreneurship, the stage of investment expansion and the stage of capital operation. When companies enter the stage of investment expansion, integration is inevitable. Moreover, through the integration situation of lighting companies in recent years, the integration method can be carried out in a single way, or in a number of ways, integrating both sides. For example, NVC is currently advancing to the capital operation stage. Senior professional manager Chen Yueming believes that “NVC has no capital advantage and no management advantage. NVC’s advantage is China’s channel sales and network advantage. Wu Changjiang’s advantage is 'brand The advantage of thinking is the 'emotional intelligence' and the advantages of the network. These two advantages are the weakness of multinational companies in the Chinese market, GE funds and research and development advantages, the century-old advantages of light source electrical appliances, and their advantages complement each other." At a deeper level, NVC Lighting has become one of the most promising lighting companies in China, with overseas listings, talent introduction, corporate development, brand building, etc., all of which are immeasurable.
At present, China's lighting industry is in the stage of integration. The stronger the stronger, the weaker the weaker, the more polarized phenomenon will become more and more obvious. Whoever can form a large-scale operation in a short period of time will surely seize the dominant position of the market. Objectively speaking, China's lighting industry has occupied 18% of the global market share after nearly 30 years of development, and has become the world's largest producer and exporter of lighting appliances. However, companies with real integration capabilities are also concentrated at the top of the “pyramidâ€. “And a large number of small and medium-sized lighting brands will face the danger of being eliminated, not to mention the large-scale integrated acquisition movement.†Sivaniya Lighting Cai Jiantai, director of the China marketing department, believes that “big brands will merge small businesses to enhance their competitive strength, and small enterprises may not have a way out to survive. Chinese and foreign companies can integrate products and channels with each other. Domestic SMEs can also use their own. The advantages of products and channels are combined to expand different market segments and enhance their competitiveness."
In Cai Jiantai's view, "whether it is channel, capital, or the integration of technology and brand, it can be regarded as a process of optimizing and reorganizing internal and external resources. The deeper meaning is that these enterprises can achieve enterprise through the integration of resources. The purpose of strategic alliance is to increase market competitiveness and occupy more market share." This integration of lighting industry, driven by internal and external factors, has become an unavoidable market trend.
â– Edited words:
The aircraft carrier is a Megatron because it integrates aircraft, missiles, torpedoes, and so on. Despite the endless stream of classics in the lighting industry, the “aircraft carrier†of the lighting industry has not appeared to this day. Therefore, in a certain sense, the integration action of the lighting industry has just begun, and the road to integration is bound to be unsuccessful. We wish that the enterprises that are integrating or about to integrate will go all the way, and look forward to the early birth of China’s lighting industry. "Aircraft carrier", sailed into the Pacific Ocean, Yangwei International Market often edited: Lu Zuhui layout: Lai Xinchao refers to: Peng Anjun final review: Yao Xiaohong
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