Can Dongguan's lighting industry be able to dominate the world?
"Dongguan manufacturing" has become synonymous with "world manufacturing". Can Dongguan lighting industry also be able to dominate the world? From the current situation, I think it is still an unknown.
Where is the advantage of Dongguan? There is no doubt that the advantage of Dongguan is in the manufacturing field. Whether it is Jinda, Baohui, Vatican, Yinghui, or Sanli, Hilina, Qinshang, Anshang, kar, and Xingrui are all leaders in the industry. It is only a pity that except for a few companies such as Jinda, Baohui and karma, most of them are not doing well in the domestic market.
Is their product not good? No. Made in Dongguan, it is the only area in the Pearl River Delta that can be named in the same way as Huizhou. Dongguan's products have always been among the top and high-end, and are highly respected. The management of Dongguan enterprises has won the advanced experience of China's reform and opening up, and has inherited the advanced experience of the West, Japan, Hong Kong and Taiwan earlier. It is also a model for mainland enterprises to learn from. So why are most Dongguan lighting companies not performing well in the national market?
To understand this problem, we must first understand the growth background of Dongguan enterprises. The lighting enterprises in Dongguan are in line with Shenzhen and Huizhou. In the early days, they were mainly Hong Kong-funded or Taiwan-funded enterprises. Such companies have always been export-oriented. In the export market, there is no brand of its own, almost all OEMs. In other words, they only produce according to the order, do not cut into the sales market, and never establish their brand awareness. If there is a so-called brand awareness, it is also known in the OEM manufacturing field, not the popularity of the end market or the popularity of consumers. Therefore, for many years, it has almost never been cut into the domestic market. Once the market is transformed, it is equivalent to starting from scratch. Local entrepreneurs in Dongguan are mostly farmers who wash their feet on the fields or entrepreneurs in the urban handicraft industry. They are backward in thought and conservative in their consciousness. Most of them rely on intuition and experience to operate factories, and they are separated from the modern advanced enterprise management concept by an insurmountable gap. However, Taiwanese companies have not been able to adapt to the unfamiliarity and barriers of the mainland's operating methods. Many times, there are some foggy flowers and blind people.
This is the root cause of why Dongguan lighting and lighting companies collectively aphasia.
Once upon a time, some Dongguan export enterprises began to transform into domestic sales, and some local enterprises in Dongguan gradually emerged. However, these batches of enterprises still follow the characteristics of Dongguan's locality, and they are not arrogant, and they are quietly practicing their internal strengths. The hard work of the internal training is also true. The mistake is in the conservative thinking, the pace is slow, and the promotion is weak, so that domestic consumers and even dealers know little about Dongguan lighting companies and lighting products. According to modern market science, "marketing is communication." Since Dongguan is not enthusiastic about communication, it will certainly not be favored by the market, and it will not be widely known by the market. The “low-key†that is generally advocated by entrepreneurs in Dongguan has not brought glory and good luck to Dongguan enterprises at the moment, but has become a stumbling block for the collective development.
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