Text / reporter of the journal
Recently, Changfang Lighting (300301.SZ) has a national LED lighting recall event and destroyed the problem bulb at the factory.
It is reported that the LED lamp that has problems in the long-distance lighting is a 3W LED candle bulb. The relevant person in charge of the company said that the Changfang had a national recall of the 3W LED bulbs that had been issued and sold in the Chinese market, and concentrated destruction. As for the main cause of problems with lamps, it is currently under investigation.
The recall of LED lamps is the first in the country. For the rectangular lighting that has only been listed for 4 months, it may have already buried hidden dangers.
In the first half of this year, Changfang Lighting conducted two large price adjustments on its LED lighting fixtures in January and June respectively. This price butcher, once known as the same name as Zhongshan Mu Linsen, took the lead in the LED lighting field. Another round of price wars.
" Price war" in the end
The reporter learned from several local lighting cities in Chengdu that in January this year, the price of a lighting fixture for Changfang Lighting dropped from 70 yuan to 50 yuan. Since then, the price has dropped from 50 yuan to 30 yuan. The local distributor of the brand said that a lighting company had twice adjusted the price within half a year, and he had never encountered a similar situation before. "So large-scale price cuts are very worrying about the sales profit margin of future brands."
"These companies, especially listed companies, have used funds to raise the price war, which has produced a series of 'butterfly effects' for the development of the industry." An industry insider told reporters that he later included Mulinsen, Zhen Mingli and Dehao Runda. Many companies, including others, followed the footsteps of the long-party lighting and started a price game. "The two price adjustments of the rectangular lighting, each time let some small and medium-sized enterprises, including Zhongshan, which are known for their price advantage, are more worried about the second and third-line brands in other lighting production areas in the country with weaker immunity.
Later, the reporter visited the relevant person in charge of the office lighting department of Changfang Lighting. The other party said that after the listing of Changfang Lighting, the market was occupied by price adjustment after the listing, it is hoped to quickly seize market share and attract more dealer channels.
When the reporter asked that the price was so low, whether the company itself would have a meager profit or even sacrifice profits, the above-mentioned person said that the rectangular lighting is a listed company, the funds are abundant, and there is no problem of capital turnover. At the same time, the company has certain advantages in cost control.
"The price of their LED lamps has been very low recently. We still don't know how to deal with them. Everything is still on the sidelines." The person in charge of Morningstar Lighting told reporters.
In the dealers of the lighting store, if the company has launched a price war without any scruples, then the brand positioning of the company may not be on the high-end brand. Long-term low prices will only make consumers "steel" the brand's low-end products, which is not conducive to the development of high-end markets.
Many brands are each camp
The reporter learned that in May of this year, Changfang Lighting added two new brands - Donghan Lighting and Tongyu Lighting.
“Three brands: Changfang, Tongyu and Donghan respectively correspond to the three fields of office, home and business. They basically cover all categories of LED lighting applications. The three brands operate independently and develop market characteristics for different types of products. Different market channels.†A person in charge of a certain area of ​​Tongyu Brand told reporters that in the original strategic planning of the company, there will be great differences between the three brands of products in terms of performance and appearance. But now it seems that the product is not much different in appearance.
The reporter learned from a regional general agent of Changfang Lighting that the two new brands still follow the market expansion method of the previous Changfang Lighting - setting up an office, cooperating with the logistics center, and the distributor is responsible for its distributors. . “The same regional market has three long-distance brands with the same price, and three different offices are set up here, three different responsible persons, and the formation of this pattern with three different logistics center channels. The lighting industry has never seen it for more than a decade."
"Standing in the position of the Changfang Lighting Company, the three brands are brothers, and they must develop in a benign competition. But for the following dealers, the three brands share the same market and they are not brothers and enemies." The above agent said that if It’s just that a brand in the Changfang market divides the market, and the profit is definitely higher. Now there are three products with the same price and quality in the same area. The sales volume will definitely not start, and the competition is very fierce.
The reporter's subsequent investigation found that the two price cuts of Changfang Lighting made the profits of the dealers of these companies become more and more meager. Many dealers said that they had already retired, preferring to push some unknown ones. Brand, because this brand can eat the difference.
At present, in addition to facing the shortcomings of the three brands in the short-term lighting, the crazy price cuts have made the company's product prices more and more transparent.
"Now the relationship between the three brands is tense and the contradictions are heavy. The key is that the market overlaps." Another agent from Changfang Lighting revealed to reporters that the East Han and Tongyulai Lighting City had issued a leaflet and the price offered was Compared with the price of the long-distance brand, it is even lower. This approach is equivalent to not yet competing with other corporate brands to compete for the assembly number. "We have feedback to the manufacturers about the attitude of the general agent and the market situation. Now the company has not given us a clear answer."
When the reporter asked if they usually communicated with the Donghan and Tongyu brand agents, the above-mentioned people firmly said: "We are the agent of the same company, but we are competitors, we can't communicate." .
Recently, Changfang Lighting (300301.SZ) has a national LED lighting recall event and destroyed the problem bulb at the factory.
It is reported that the LED lamp that has problems in the long-distance lighting is a 3W LED candle bulb. The relevant person in charge of the company said that the Changfang had a national recall of the 3W LED bulbs that had been issued and sold in the Chinese market, and concentrated destruction. As for the main cause of problems with lamps, it is currently under investigation.
The recall of LED lamps is the first in the country. For the rectangular lighting that has only been listed for 4 months, it may have already buried hidden dangers.
In the first half of this year, Changfang Lighting conducted two large price adjustments on its LED lighting fixtures in January and June respectively. This price butcher, once known as the same name as Zhongshan Mu Linsen, took the lead in the LED lighting field. Another round of price wars.
" Price war" in the end
The reporter learned from several local lighting cities in Chengdu that in January this year, the price of a lighting fixture for Changfang Lighting dropped from 70 yuan to 50 yuan. Since then, the price has dropped from 50 yuan to 30 yuan. The local distributor of the brand said that a lighting company had twice adjusted the price within half a year, and he had never encountered a similar situation before. "So large-scale price cuts are very worrying about the sales profit margin of future brands."
"These companies, especially listed companies, have used funds to raise the price war, which has produced a series of 'butterfly effects' for the development of the industry." An industry insider told reporters that he later included Mulinsen, Zhen Mingli and Dehao Runda. Many companies, including others, followed the footsteps of the long-party lighting and started a price game. "The two price adjustments of the rectangular lighting, each time let some small and medium-sized enterprises, including Zhongshan, which are known for their price advantage, are more worried about the second and third-line brands in other lighting production areas in the country with weaker immunity.
Later, the reporter visited the relevant person in charge of the office lighting department of Changfang Lighting. The other party said that after the listing of Changfang Lighting, the market was occupied by price adjustment after the listing, it is hoped to quickly seize market share and attract more dealer channels.
When the reporter asked that the price was so low, whether the company itself would have a meager profit or even sacrifice profits, the above-mentioned person said that the rectangular lighting is a listed company, the funds are abundant, and there is no problem of capital turnover. At the same time, the company has certain advantages in cost control.
"The price of their LED lamps has been very low recently. We still don't know how to deal with them. Everything is still on the sidelines." The person in charge of Morningstar Lighting told reporters.
In the dealers of the lighting store, if the company has launched a price war without any scruples, then the brand positioning of the company may not be on the high-end brand. Long-term low prices will only make consumers "steel" the brand's low-end products, which is not conducive to the development of high-end markets.
Many brands are each camp
The reporter learned that in May of this year, Changfang Lighting added two new brands - Donghan Lighting and Tongyu Lighting.
“Three brands: Changfang, Tongyu and Donghan respectively correspond to the three fields of office, home and business. They basically cover all categories of LED lighting applications. The three brands operate independently and develop market characteristics for different types of products. Different market channels.†A person in charge of a certain area of ​​Tongyu Brand told reporters that in the original strategic planning of the company, there will be great differences between the three brands of products in terms of performance and appearance. But now it seems that the product is not much different in appearance.
The reporter learned from a regional general agent of Changfang Lighting that the two new brands still follow the market expansion method of the previous Changfang Lighting - setting up an office, cooperating with the logistics center, and the distributor is responsible for its distributors. . “The same regional market has three long-distance brands with the same price, and three different offices are set up here, three different responsible persons, and the formation of this pattern with three different logistics center channels. The lighting industry has never seen it for more than a decade."
"Standing in the position of the Changfang Lighting Company, the three brands are brothers, and they must develop in a benign competition. But for the following dealers, the three brands share the same market and they are not brothers and enemies." The above agent said that if It’s just that a brand in the Changfang market divides the market, and the profit is definitely higher. Now there are three products with the same price and quality in the same area. The sales volume will definitely not start, and the competition is very fierce.
The reporter's subsequent investigation found that the two price cuts of Changfang Lighting made the profits of the dealers of these companies become more and more meager. Many dealers said that they had already retired, preferring to push some unknown ones. Brand, because this brand can eat the difference.
At present, in addition to facing the shortcomings of the three brands in the short-term lighting, the crazy price cuts have made the company's product prices more and more transparent.
"Now the relationship between the three brands is tense and the contradictions are heavy. The key is that the market overlaps." Another agent from Changfang Lighting revealed to reporters that the East Han and Tongyulai Lighting City had issued a leaflet and the price offered was Compared with the price of the long-distance brand, it is even lower. This approach is equivalent to not yet competing with other corporate brands to compete for the assembly number. "We have feedback to the manufacturers about the attitude of the general agent and the market situation. Now the company has not given us a clear answer."
When the reporter asked if they usually communicated with the Donghan and Tongyu brand agents, the above-mentioned people firmly said: "We are the agent of the same company, but we are competitors, we can't communicate." .
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