This summer is particularly hot. According to Shanghai Xujiahui weather data, it has broken the 145-year history.
Lighting people are really powerful. Except for the exception of the leave of the international giants, the bosses and employees of the domestic enterprises are “too hot and too dryâ€. It seems that they are “not lost.â€
"The ten paths to globalization," are most likely to be laughable and generous, but also help cool down.
Path One: Hidden Brand
Hidden brand, that is to hide the company's brand, just for profit, not the name. What is true of OEMs or ODMs, such as spending money to check customs data, exporting the top ten, almost none, which is a concentrated expression of Chinese manufacturing. Where are the benefits? On the one hand, he kept a close eye on the big factory, on the other hand, he lowered the price of the supplier and lowered it. Between the two squeezes, he strived for more profits. Having lived up to the bargain, it was made to live in the first place. Of course, there was a sad reminder that a quality accident was lost.
Path II: Creating a Brand
Create a sword on the head to see if you want to stab it properly. N company went abroad to go to Britain, fight regional warfare, adhere to several years, but also effective, the brand also let local people know well. The most valuable thing is that the lighting industry sports people Shen Jinxiang, vertical and horizontal intelligent lighting, so Shengdi brand, into the wall outside the flowering wall incense, has become an international professional lighting awards. With a lot of money, the return is still on the way. Can you see how difficult it is to create a brand?
Path 3: Dual Brand
I had the privilege of working for S company for a few years. At that time, I highly praised one thing and shared the company's brand with customers. A lot of company leaders are sloppy and dismissive, thinking that I was marketing devices. Unsurprisingly, WELLMAX's boss is clever (doing foreign trade), seizes the opportunity, grasps the hands of company S, and makes a big shot at the Frankfurt show. Now it has won a great victory in South America, North America, and Southeast Asia. I don't know what those bosses think? The neighbors have thrown up big pies.
Path 4: Receive the brand
Is not the east wind overwhelming the westerlies? Why not take advantage of the situation? Lighting is a bright and puzzling industry. You want to do it all at once? No way! TCL comes in, not a big movement; Skyworth is coming in, waiting for the momentum. work hard. In fact, Konka led the Toshiba lighting under the leadership of General Qin, and it was still a white-goods company. Domestically and abroad, there is no need to speak abroad. Because "historical sense of existence, regional identity" is too unpredictable. Mr. Dou Linping suggested in the past few years why he did not go for the acquisition. The big one does not work, and the small ones do not rely on it!
Path 5: Borrow Brand
"Branding is not as good as signing a license." It is E Company that is familiar with this way. It has used the Whirlpool of the United States and Electrolux of Europe for many years to deepen the cultivation of small household appliances. This is essentially another manifestation of a dual brand. Borrowing boats to the sea and benefit-sharing are all good reasons for borrowing brands. Actually, it is a temporary expediency measure to use the brand. If it is handled properly, it will be a matter of course and cooperation will be a win-win situation.
Path 6: Build the brand
To invest in the market, this is a good idea for a lot of domestic companies to try it out. Shen An in Beijing is the leader. Is this trick used abroad? Do not try to know it, try to start a jump, especially for smart projects, smart cities or smart towns, there is a little local protectionism, which is taken for granted, policy support! The difficulty is how to get out Geographically, it is necessary to have great ability. Do not speak abroad, that is, domestically, across a region, often will not be satisfied. It is the hometown of lamps and lanterns of Gaoyou. What kind of dragons, Chengxi, Yinghui, one production, global shipping.
Path 7: Branding
Joint venture or cooperation to build factories in China, give full play to their respective advantages, and "take you" to the world. Do you know where the "filament lamp" king is? Monthly production is absolutely the first, almost all exports, in Shaoxing, the name is the new river. Last week I had just been to, and I can say responsibly that this is one of the best lights (not to be afraid of being slang). When I listened to the introduction, I realized that OSRAM had been working hard to build it. Until today, their products are supplied directly to major brand companies. Mu Linsen's inclusion of this factory is a brilliant move. There is a well-known domestic institution that forgot about the factory during statistics. I do not know whether it was an error in the statistics or whether they used to use Shaoxing wine in low-key pull carts.
Path 8: Special brand
With patents, win the world, Huawei has done it, and "Rui Disheng" has done it. Original inventor, Ge Dashu also pro-electrome: S company this patent to buy it? Fortunately, I refused, or patents in neighboring countries, the trouble is great!
From the above, it is known that using patents can also lead the world. It is not a precedent and should be said to be a miracle.
Path Nine: Note Brand
Registering a brand abroad can make it to the international market and also to the domestic market. In this regard, Fujian and Wenzhou companies are particularly good at. There are many brands of clothing and shoes. What Italian, Spanish, abounds. "The moon is still a foreign circle." Some people still believe this evil. Lighting companies are still more honest than they are. This is praised and praised. Why must they gather in the ancient town? If the world is so big, why not go out and see it?
Path 10: Bring Your Brand
After the merger and acquisition work together, Mulinsen hand in hand with Landes Vance, this is an unprecedented innovation. Who is currently in charge of the world's lighting giant? GE lighting in the process of selling, Philips Lighting is at the top of the list, and Landvans due to Mulinsen's full help, can play a synergistic and subsequent amplification effect, formed a complete or even can be said to be Perfect whole industry chain. Looking at the world, this is the only one. As industry colleagues, we have reason to applaud!
After writing down the path, the intention is still not exhaustive. Filling it up, it can be regarded as a place of color, and it may be too much to add to it.
1, hidden brand. Calling is no brand. People's is the people's, even if a hundred years, the brand is still others.
2, a brand. Yours is yours. Although it is bitter, it is yours after all.
3, dual brand. I'm available for you, mine or mine.
4, borrow brand. Yours is still yours, I only borrowed it.
5, build brand. I'm still mine.
6, purchase brand. Yours is mine.
7, Note brand. What I want to do is what I do.
8, special brand. My is a cow fork. It is necessary to pay for it.
9, together with the brand. Today is yours, tomorrow may be mine.
10, carrying the brand. My is mine, plus all mine.
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