For a long time, due to the special geographical conditions and good business environment, Dongguan has become the city with the highest level of Taiwanese investment. However, under the invasion of the financial tsunami, the foreign market environment has undergone tremendous changes. The traditional Dongguan labor-intensive export enterprises have encountered real difficulties such as slowing exports, falling profits and difficulties in taking orders. Taiwan-funded enterprises have stood at the critical point of facing industrial upgrading and transformation, and the move to the domestic market has become a hard bone they must lay down.
Domestic sales is the road to sustainable development
In recent days, 80% of Dongguan-based lighting and lighting companies that are mainly export-oriented have faced the challenge of upgrading and transforming enterprises. As we all know, the main reason is attributed to the financial tsunami crisis.
With the weak overseas market and the decline in orders, some Taiwanese-funded enterprises in Dongguan are on the verge of bankruptcy, some are barely able to survive, some are actively transforming to develop domestic sales or enter the LED field to seek new economic growth points.
Kang Wenjie, the general manager of Dongguan Xingrui Lighting Co., Ltd., which has been focusing on energy-saving lighting, regarded 2009 as a crucial year. He said: layoffs and outsourcing are just emergency mitigation methods to deal with the crisis. The biggest confusion of export-oriented enterprises is that there is no dominant power. To create a right to speak, the way out is to strengthen research and development capabilities and build their own brands. This is also the main measure for many Taiwanese companies to cope with the financial crisis. Whether this can be transformed is very crucial this year.
Many Taiwan-funded enterprises in Dongguan believe that from the current industry situation, domestic sales companies have been affected to a certain extent, but at least there are no typical cases of domestic enterprises closing down. This undoubtedly proves that domestic sales are sustainable development. The road is the last word. This also provides confidence support for Taiwan enterprises that accelerate domestic sales transformation and change the single mode of export. In fact, companies face a turning point, a crisis, and a turning point. At present, it is the best time for Taiwanese companies to transform and enter the domestic market.
Financial tsunami exposed corporate weakness
Although Taiwanese enterprises have been developing in China for more than 20 years and have the ability to produce high-quality products, most Taiwanese enterprises are only engaged in processing and production activities. Most of the processed products are directly sold abroad, and they do not understand the domestic market. There are many blind spots and Misunderstanding. This has caused Taiwan enterprises to become merchants, and to upgrade their product technology. p talent training? p production management and market development have not paid much attention to it for a long time, resulting in lack of marketing innovation, product technology is not seeking upgrade, brain drain is serious, enterprise positioning is not clear, concept The drawbacks of backwardness and excessive concentration of power have also caused Taiwan enterprises to be hit hard by this financial turmoil.
Peng Yudong, general manager of Dongguan Jiuxing Energy-saving Lighting Co., Ltd. pointed out that Dongguan Taiwan enterprises still face two aspects of confusion, namely, talent shortage and shortage of funds. He said that in addition to the enterprises themselves need to strengthen their physical fitness and establish a sound structural system, the government should also implement some policies to give real support to Taiwanese-owned lighting companies with strong strength and good support. The enterprises enter the domestic market and give Taiwan enterprises a good sales and promotion platform, so that Taiwan enterprises can have a place in the domestic market and survive the winter.
a fast-changing world
It is reported that most of the Taiwanese-owned light enterprises have adopted the transformation and upgrading policies: one is the transformation of marketing (from outside); the other is the upgrading of product technology (from traditional lamps to LED lights).
Dongguan Yuhong Industrial Co., Ltd. is a typical case of marketing transformation. The company has started research on the domestic market before 2006. At present, Yuhong has fully utilized the R&D and design advantages of its own lampshade style, and opened the domestic market with differentiated product style, high-quality mid-range price and the operation mode of the profit-making merchants. City often
Dongguan Ouyaite Lighting Co., Ltd. has also begun to pay attention to the marketing of the domestic market. It has established 60 outlets nationwide and has established the status of the first-line brand of European lamps in China. From the transformation of enterprises to the flow of funds, in 2009, Ouyaite will adopt strong and weak mutual assistance, zeroing into a whole, and warming up the group, and combining high-quality Taiwan-funded enterprises to realize a new leap in Ouyaite marketing by integrating resources such as furniture and accessories. .
In terms of product technology upgrades, Dongguan Jiuxing Energy Saving Lighting Co., Ltd. took the lead. Since 2008, Jiuxing Energy-saving Lighting has changed its export-oriented processing model to a domestic market-oriented brand marketing company. The marketing strategy of Jiuxing Lighting's domestic ice-breaking plan with LED high power has been fully launched. At present, it has received more than 20 domestic lighting projects. The next step will be to quickly start the construction of traditional channels with the influence of engineering cases.
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