LED lighting industry upstream and downstream information asymmetry

Many people's understanding of O2O stays on the concept of online orders and offline services, while what is the development of O2O in the lighting industry? In response, Ding Long, CEO of Opal lighting China, bluntly said: at present, the channel maturity of the lighting industry has not yet reached the level where O2O can be easily controlled. Ding Long's commentary has broken into the inside, reflecting his meticulous understanding of the entire lighting industry. Traditional enterprises and channels are in urgent need of transformation. Compared with previous years, this year's lighting terminal market is relatively sluggish, reflecting the hidden worries behind the transformation of the entire lighting industry, which is worth pondering by every lighting person. In this regard, Ding Zong said that transformation is not only a topic faced by traditional lighting enterprises, but also a traditional channel that needs to be transformed like traditional enterprises. President Ding said that the current transformation of the lighting industry mainly faces three challenges: first, the so-called LED transformation does not refer to the simple product transformation, but the corresponding transformation in the production system and management system; Second, the downstream information of the industry is updated slowly, and the second-and third-tier markets are slower to accept new thinking, which makes the local dealers' business transformation relatively lagging behind; Third, the simple trading relationship between dealers and customers will be transformed into a full service relationship. In the final analysis, the so-called transformation of the industry at present is only the upgrading of products on the surface, but has not yet penetrated into the genes of enterprises. Therefore, in order to realize the transformation, enterprises must first realize transgenosis. He admits that in addition to increasing LED production and sales, Opal's transformation is more inclined to change to the attitude of the service provider. Mr. Ding emphasized the transition to offline services. He said that the future of the lighting industry is not product technology, but extremely in place services and solutions. Ding Long believes that the technology and quality of products will be generally homogeneous one day in the future, and enterprises and distributors will not be able to win by simply selling products. Therefore, providing customers with lighting solutions and services will be the new competitive focus of the industry and the new way out for enterprises. The transformation should start with the system and then the product. For the LED transformation, Ding Long bluntly said that behind the LED transformation of op is the result of the qualitative change of the entire system of Op. The so-called transformation is by no means that an enterprise simply realizes full LED in its products, but before LED transformation, the Enterprise must first do a good job in bone marrow regeneration and blood replacement, and first transform the entire system of the enterprise, then the product can follow. Ding Long said that the fault of most lighting enterprises lies in the transformation of products first, and then the adjustment of enterprise system structure. The latter transformation mode will inevitably make enterprises fall into many passive positions. It is understood that op lighting's sales in various channels are rising steadily this year, which is essentially due to its efforts in LED transformation in the past two years. Ding Long revealed that op LED lighting has accounted for more than 50, which also shows that op lighting has made a big breakthrough in LED transformation. In terms of channels, what has attracted much attention recently is that in the double eleven shopping festival, Opal has achieved an e-commerce sales performance of 94. 43 million yuan, this is the result of OP's product upgrades, updates, improved response speed and seamless cooperation between the team and the team according to consumer needs, and these are also the key to OP's successful construction of an online platform. At the same time, Opal home lighting is also the foundation for the rapid development of Opal e-commerce. When it comes to home lighting, Ding Long stressed that it is the direction of Opper's further efforts to make changes closer to consumers from products, services and other aspects. For example, home lighting products should conform to the needs of consumers and change to intelligence, stylization and diversification; For example, the establishment and improvement of more perfect service systems such as easy replacement of lights and entering the community. In addition, Ding Long also revealed that OP's commercial lighting business is also rapidly improving. We have signed purchase agreements with many well-known domestic and foreign catering and clothing brands such as Adidas, and we provide them with lighting environment solutions that conform to customer experience. To this end, our commercial lighting has also been recognized by more and more customers. Distributors are always Opus wealth in the lighting industry. Due to the information asymmetry between upstream and downstream, upstream enterprises and downstream distributors often lack timely and effective communication, this is easy to make the industry stereotype a certain phenomenon. In an interview, Ding Long said frankly that in the OP system, there are indeed a few people who have cracks in cooperation due to the discomfort brought about by the OP revolution in recent years, thus forming a stereotype of op lighting. For example, he said that the cooperation between enterprises and distributors is like marriage, and marriage is a common advance and retreat for both parties. Once one party stops and the other party strives for progress, if one party cannot understand or follow the pace of the other party, there will be contradictions or even crises in marriage. Ding Long said that this is not only the issue faced by the OP system in the process of transformation, but also the transformation problem of each enterprise, and it is also an important threshold for channel reform. In view of this, Ding Long solemnly clarified OP's concept of cooperation, which is intended to break through the heavy fog between op and its dealers. The distributor system has always been an excellent partner of op lighting, and it is also the competitive advantage and wealth of op lighting. For every distributor, Opus lighting always adheres to the principle of not giving up, and gradually guides distributors to realize their own changes in the big wave of industry transformation, changing business philosophy and sales methods, thus achieving a win-win situation with opus. Ding always said. Only when the pace and concept of enterprises and distributors are consistent and deeply integrated, can all kinds of new sales models become possible and succeed, just like O2O mode, the implementation cannot be separated from the close cooperation between enterprises and distributors in all aspects, ranging from logistics management to inventory allocation. Ding Long concluded.