[Text|High-tech LED lighting channel reporter Mingxin] Introduction: In the past 2014, continuous marketing and corporate mergers and acquisitions are the main impression of Wei Wei. Its biggest handwriting is undoubtedly the wholly-owned acquisition of lighting, and recently the company's 2014 annual results forecast released a red light. What is the real situation after the joint çˆä¼Ÿ-å“?
Simultaneous weakening is eager to achieve "the value of the signage of the current lighting has been greatly reduced." A business owner who has operated a high-end commercial brand for ten years, with an annual output value of more than 200 million yuan, commented.
"As a dealer, we don't know what the top management thinks. I have always focused on doing business photos. I don't want to be confused with home lighting, so if we push the home lighting, we may reduce the proportion of goods on the product." Businesses that have been working together for many years in lighting have also said.
Why did a company that originally focused on commercial products and monopoly systems and established a stable brand in China, such a bad channel reputation and business resentment after capital mergers and acquisitions?
On August 7th, Pinshang Lighting held the “2014 New Start-up Conference†in Xiaolan, Zhongshan. President of Weiwei Co., Ltd., President of Pinshang Lighting, Li Wei, Executive Vice President of Weiwei, Bai Liang, Vice President of Weiwei Co., Ltd. Liu Kefeng, vice president, and Hong Ziang, Ye Zhengping and Jiang Zhiqiang, founders of Pinshang Lighting, attended the meeting. Some of the participating core merchants said privately: This is an open "power bar transfer meeting", and the development of the product will quickly dilute the business philosophy of the original class shareholders and the original channel dealers.
Sure enough, the participating media exchanged on the scene with one of the founders of the lighting and the original marketing general manager Ye Zhengping. When asked about the channel plan for 2015, he also agreed to visit the company in October. Unexpectedly: at the end of September, his position has turned to "behind-the-scenes consultants", no longer responsible for the company's strategy and marketing and other specific matters, and the company's internal management said: the core original shareholders will have a one-year transitional handover and auxiliary period. In the next three months, the management of the original lighting marketing and marketing system basically left or moved away from the post, and the relevant personnel of the Weiwei Shenzhen headquarters were stationed one after another.
"The main reason for leaving is to see that: Wei Wei shares did not optimize the value of the commercial brand that has been accumulated in the past ten years, but chose to expand the product line and cramming channel of LED home lighting on a large scale, and almost completely negated. The strategy of the home business department, which was originally selected for cooperation and steady advancement." A lighting executive who just left in December revealed that the first two years of the home project failed, and the channel cooperation cooperation must be more cautious. At present, the channel has undergone relatively large changes. LED home lighting is no longer relying on “big and full, pressure task†to obtain sales and performance in a short period of time.
Under "strong medicine" virtual free fill <br> <br> since the beginning of 2011, lighting products and channels of the goods has shifted direction, the pursuit of comprehensive development, product across the commercial lighting, LED lighting, electrical construction, There are five categories of outdoor lighting and light source appliances, and even the sale of lanterns. In the end, it was only a sneak peek. There was no stable brand reputation and share. The energy was scattered and the positioning of the business was gradually blurred. The next two years were precisely the key period for LEDs to replace traditional light sources.
Simultaneous weakening is eager to achieve "the value of the signage of the current lighting has been greatly reduced." A business owner who has operated a high-end commercial brand for ten years, with an annual output value of more than 200 million yuan, commented.
"As a dealer, we don't know what the top management thinks. I have always focused on doing business photos. I don't want to be confused with home lighting, so if we push the home lighting, we may reduce the proportion of goods on the product." Businesses that have been working together for many years in lighting have also said.
Why did a company that originally focused on commercial products and monopoly systems and established a stable brand in China, such a bad channel reputation and business resentment after capital mergers and acquisitions?
On August 7th, Pinshang Lighting held the “2014 New Start-up Conference†in Xiaolan, Zhongshan. President of Weiwei Co., Ltd., President of Pinshang Lighting, Li Wei, Executive Vice President of Weiwei, Bai Liang, Vice President of Weiwei Co., Ltd. Liu Kefeng, vice president, and Hong Ziang, Ye Zhengping and Jiang Zhiqiang, founders of Pinshang Lighting, attended the meeting. Some of the participating core merchants said privately: This is an open "power bar transfer meeting", and the development of the product will quickly dilute the business philosophy of the original class shareholders and the original channel dealers.
Sure enough, the participating media exchanged on the scene with one of the founders of the lighting and the original marketing general manager Ye Zhengping. When asked about the channel plan for 2015, he also agreed to visit the company in October. Unexpectedly: at the end of September, his position has turned to "behind-the-scenes consultants", no longer responsible for the company's strategy and marketing and other specific matters, and the company's internal management said: the core original shareholders will have a one-year transitional handover and auxiliary period. In the next three months, the management of the original lighting marketing and marketing system basically left or moved away from the post, and the relevant personnel of the Weiwei Shenzhen headquarters were stationed one after another.
"The main reason for leaving is to see that: Wei Wei shares did not optimize the value of the commercial brand that has been accumulated in the past ten years, but chose to expand the product line and cramming channel of LED home lighting on a large scale, and almost completely negated. The strategy of the home business department, which was originally selected for cooperation and steady advancement." A lighting executive who just left in December revealed that the first two years of the home project failed, and the channel cooperation cooperation must be more cautious. At present, the channel has undergone relatively large changes. LED home lighting is no longer relying on “big and full, pressure task†to obtain sales and performance in a short period of time.
Under "strong medicine" virtual free fill <br> <br> since the beginning of 2011, lighting products and channels of the goods has shifted direction, the pursuit of comprehensive development, product across the commercial lighting, LED lighting, electrical construction, There are five categories of outdoor lighting and light source appliances, and even the sale of lanterns. In the end, it was only a sneak peek. There was no stable brand reputation and share. The energy was scattered and the positioning of the business was gradually blurred. The next two years were precisely the key period for LEDs to replace traditional light sources.
Dongguan Yijia Optoelectronics Co., Ltd. , https://www.everbestlcdlcms.com