"Imitation lamps have always been the pain in the hearts of ancient towns. Any enterprise that has the ability to develop has suffered from the imitation of the lamp. This kind of suffering is often hard to say, and many times it is clearly known to suffer. But I have to do it.†District Cheng Cong, one of the largest lighting group companies in China and the chairman of Guzhen Shengqiu Group, started a dialogue with this reporter with such sad words.
More than 7 million development costs per year
Reporter: District General, what do you think is the core advantage of Shengqiu Group?
Overall: In general, the advantage of Shengqiu Group is a comprehensive and comprehensive advantage. We have more than 20 years of experience in the accumulation of lighting production and business management, as well as technological advantages in product development and quality control. There is also a talented person with reasonable talent structure and relatively stable personnel turnover. In terms of current market competition or competition stage, the product development advantages embodied in Shengqi Lighting are particularly outstanding.
Reporter: Why is this?
District total: Very simple truth, a major feature of the ancient town lighting industry, or a big ill is the imitation of serious lights, in a market where the lights are rampant, if enterprises can truly survive, they must have super development. ability. Some people think that since everyone is imitating the lights, then you are imitation of me. If you use such a mentality to treat the behavior of the imitation lamp, then the enterprise will not go long. There are several reasons: First, everyone goes to the imitation lamp, then the life cycle of such products will be shortened rapidly. The more imitation people, the faster the product cycle will shrink, and you may be able to imitate it at a faster rate, but then When the street is full of lights, your life will not be better; the second is the more imitation of the lamp industry, the slower the response to the market, the worse the ability to grasp the consumer's consumption habits, over time, it will Gradually degraded, it will be out of touch with the market, thus speeding up the process of being eliminated by the market; third, it is very sham-like and tiring, looking for counterfeit products everywhere, trying to do everything possible to counterfeit other people's new products, there have been a lot of people on the market. The same product, the result is that the bamboo baskets are empty; the fourth is that the speed of development of new products by development companies far exceeds the speed of counterfeiting. Others use new products that are constantly being developed to increase the cost and risk of counterfeiting. Just keep up with a bottomless trap, the strength of a development-oriented company can withstand the cost of a cold market in the product market, but the counterfeit enterprise is too thin, and often can not withstand the pain of product cold.
Therefore, at this stage, if enterprises want to survive, if they want to take the initiative in the market, they will only have strong development capabilities. To this end, Shengqi Group's annual investment in development can be said to be worth the effort, the annual development costs will reach more than 7 million, this cost may be the sales revenue of many small and medium-sized enterprises for one year. Moreover, in order to open up the vision and vision of the designers, help them find the inspiration of the design, and jump out of the homogenous product design of the domestic designers, the Shengqi Group will send designers to study abroad each year, and the designers will design advanced foreign design concepts. And ideas merge into the products of the winning ball. Therefore, the products of Shengqiu are very popular among domestic and foreign markets. At present, most of the products that win the ball are exported, especially popular in developed markets in Europe and America. In the domestic market, winning the ball with its high quality and design and development capabilities, can be said to be proud of peers. The product's strong development capability is the winning weapon to jump out of homogenization competition. This is one of the valuable experiences that Shengqiu has accumulated in the market competition in the past 20 years.
Winning ball products also suffered from the imitation of the lamp
Reporter: Winning the ball with a strong development capability, developed a lot of fine lighting, then, have you suffered from the imitation of the lamp?
District Total: Shengqiu Group is one of the most serious companies in the crystal lamp industry. Every day, there are imitation lamps coming to the store to peep and peep. Many of our new lights come out in a few days and will be counterfeited by others. The imitation lamp behavior has caused certain losses to the enterprise. The product development enterprise hopes to use new products to improve the profit of the products, but the counterfeit products use the advantages of no development costs, marketing expenses and product developers to fight the price war. Under normal circumstances The imitation lamp is 30% cheaper than the original product. In order to meet the needs of competition, the product development enterprise has to reduce the price, which leads to the reduction of the profit of the product, shortens the life cycle of the product, and even fails to complete the strategic mission of product development.
Development is productivity
Reporter: In this case, why does Shengqi think that the development of new products is especially important for the development of a company?
District Total: This involves a problem of enterprise positioning. Shengqi Lighting has always been the trend leader of the crystal lamp industry. Our positioning for ourselves is a development brand enterprise. What we are best at is development as the core. Quality control is guaranteed by the after-sales service. Although many lights are imitation, we have developed more new products. Since we can't stop others from counterfeiting, we can only strengthen our own development capabilities, so that the speed of counterfeiting can't keep up with the speed of development.
Just like a 10,000-meter long run, when the competitor is only 5 meters away from you, he will keep up with you. When the opponent is 100 meters away from you, he also has hope, when the opponent is 1000 meters away from you. At that time, he gave up and chased. Development and counterfeiting is a 10,000-meter race. When development speed is much faster than counterfeiting, it is definitely a counterfeiter.
The lighting industry is a labor-intensive industry. There is no technical content. Only the development capability can really open the gap with others. Therefore, I believe that development is productivity. As long as the development strength is strong, it will definitely be in the 10,000-meter long-distance running of the lighting industry. Run the fastest. Therefore, winning the ball lighting should focus on improving the development ability, forming a fist advantage, using development to deal with the imitation lights!
Reporter: Thanks to the district's busy schedule to accept our interviews, let us understand the strategic role of development, as the media here also issued a warning to the imitation lamp companies: imitation lights, can not imitate the soul of others, in the pain of others The greater suffering will land on one's own head, and I hope that the imitation lamp will be self-sufficient!
District Total: Thanks also to the lighting and lighting report for the support of the winning team, I hope the newspaper will be better and better!
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