[Text|High-tech LED reporter Luo Shenghua] In the office of the director of Damei Lighting & Lighting Co., Ltd. (hereinafter referred to as "Damei") in Nanhai District, Foshan City, Delta Marketing Director Feng Gangdun and again, facing the reporter's arrival Interview, after three consecutive teas, Feng Gang finally opened his heart.
"It is the time for you to come." Feng Gang said.
Before the reporter visited, Feng Gang had already received several waves of visiting suppliers. At the end of 2014, the company’s new factory has already been relocated, and the 20th anniversary of Delta has just passed. In the upcoming new year, Delta is confident in both suppliers and distributors.
The man was in the midst of a weak crown, and Damei, which was founded in 1994, has experienced too much ups and downs. In the face of the company of the weak year, Feng Gang felt a lot of emotions. "In these two decades, we have had countless times of hurricanes. Some of them are the big troubles caused by the environment of early incandescent lamps and energy-saving lamps. Of course, we also have our strategy. The bitter fruit caused by the mistakes in decision-making, there are too many unforgettable pains in it."
“Don’t fall†in an interview with Gaogong LED reporter outside the mainstream circle, Feng Gang said that he did not participate in too many industry conferences in 2014, but for Damei, represented by Feng Gang’s image, 2014 It is an important turning point for Delta.
From the development history of Delta, Feng Gang divided it into three periods: the high-speed development period before 2005; the quiet period from 2006 to 2012; and the awareness period after 2012.
Before 2005, although the brand concept was not formed at that time, the market was relatively chaotic, but it was the high-speed development period of domestic energy-saving lamps enterprises. The traditional lighting enterprises represented by NVC Lighting laid the current "the time". The status of rivers and lakes."
Delta has the unique temperament of Nanhai enterprises. Under the guidance of the concept of “doing the enterprise, doing products to consumersâ€, relying on energy-saving lamps, Delta has also experienced a period of rapid development.
However, companies are always seeking breakthroughs at a certain stage of development. After 2006, the lighting industry already had the awareness of channels and brands. At that time, NVC Lighting and Opt relied on their own unique channel system to dominate one side, and Delta was also seeking a breakthrough in the channel.
At that time, Delta had cooperated with a domestic high-end home decoration brand. The original intention of the cooperation is to use the other party's channels for joint marketing of products, but due to the differentiation of product positioning between the two parties, the cooperation ended in failure.
“Speaking, this should be regarded as the earliest cooperation case in the industry about pan-home?†Feng Gang said.
In addition to the failure of this joint marketing, Delta has had several opportunities to become the next "NVC lighting". An investment in abandoning die-cast aluminum is an obvious example.
"Guangdong people have specific rules for doing business. For example, people from the same place should not do business in the same industry."
Die-cast aluminum is also an emerging material in the luminaire materials of the 2005 period. According to reports, Delta has been involved in the die-casting aluminum industry, but in order to avoid the above principles, business leaders finally chose to give up. Today, die-cast aluminum has long been one of the mainstream materials for lamps.
"The opportunity does not wait for people." Feng Gang embarrassed himself.
In the past, for a long time, although due to mistakes in decision-making, Damei on the same starting line missed the opportunity to compete with brands such as NVC Lighting, but the long-term accumulation still won a good Market reputation.
In particular, Delta, which was named after the downlight, once had the title of “King of Downlightsâ€, and its downlight products once pressed some traditional strong brands under their feet.
However, in the high-speed advancement period of LED in recent years, Delta has stagnated. This includes both the influence of the brand and the ability of the company to respond to market changes.
Take Delta's superior product downlights as an example. In 2014, the sales of Delta's downlights exceeded 400,000. Although this is still a huge set of data, with the strength of Sanxiong Aurora, Opus and other brands, Delta's dominant position in the downlights is constantly being eaten.
In the two years when LED companies were busy setting up their singing, the slow response has always been a common impression left by traditional lighting companies, and the performance of Nanhai enterprises represented by Delta is particularly significant.
The lighting “nobles†accustomed to the traditional operating mode are stuck in their own territory, and when they look back, they discover that the era that belongs to them has passed. In the face of changes in the lighting market, “Damei†experienced a long period of psychological suffering.
"It is the time for you to come." Feng Gang said.
Before the reporter visited, Feng Gang had already received several waves of visiting suppliers. At the end of 2014, the company’s new factory has already been relocated, and the 20th anniversary of Delta has just passed. In the upcoming new year, Delta is confident in both suppliers and distributors.
The man was in the midst of a weak crown, and Damei, which was founded in 1994, has experienced too much ups and downs. In the face of the company of the weak year, Feng Gang felt a lot of emotions. "In these two decades, we have had countless times of hurricanes. Some of them are the big troubles caused by the environment of early incandescent lamps and energy-saving lamps. Of course, we also have our strategy. The bitter fruit caused by the mistakes in decision-making, there are too many unforgettable pains in it."
“Don’t fall†in an interview with Gaogong LED reporter outside the mainstream circle, Feng Gang said that he did not participate in too many industry conferences in 2014, but for Damei, represented by Feng Gang’s image, 2014 It is an important turning point for Delta.
From the development history of Delta, Feng Gang divided it into three periods: the high-speed development period before 2005; the quiet period from 2006 to 2012; and the awareness period after 2012.
Before 2005, although the brand concept was not formed at that time, the market was relatively chaotic, but it was the high-speed development period of domestic energy-saving lamps enterprises. The traditional lighting enterprises represented by NVC Lighting laid the current "the time". The status of rivers and lakes."
Delta has the unique temperament of Nanhai enterprises. Under the guidance of the concept of “doing the enterprise, doing products to consumersâ€, relying on energy-saving lamps, Delta has also experienced a period of rapid development.
However, companies are always seeking breakthroughs at a certain stage of development. After 2006, the lighting industry already had the awareness of channels and brands. At that time, NVC Lighting and Opt relied on their own unique channel system to dominate one side, and Delta was also seeking a breakthrough in the channel.
At that time, Delta had cooperated with a domestic high-end home decoration brand. The original intention of the cooperation is to use the other party's channels for joint marketing of products, but due to the differentiation of product positioning between the two parties, the cooperation ended in failure.
“Speaking, this should be regarded as the earliest cooperation case in the industry about pan-home?†Feng Gang said.
In addition to the failure of this joint marketing, Delta has had several opportunities to become the next "NVC lighting". An investment in abandoning die-cast aluminum is an obvious example.
"Guangdong people have specific rules for doing business. For example, people from the same place should not do business in the same industry."
Die-cast aluminum is also an emerging material in the luminaire materials of the 2005 period. According to reports, Delta has been involved in the die-casting aluminum industry, but in order to avoid the above principles, business leaders finally chose to give up. Today, die-cast aluminum has long been one of the mainstream materials for lamps.
"The opportunity does not wait for people." Feng Gang embarrassed himself.
In the past, for a long time, although due to mistakes in decision-making, Damei on the same starting line missed the opportunity to compete with brands such as NVC Lighting, but the long-term accumulation still won a good Market reputation.
In particular, Delta, which was named after the downlight, once had the title of “King of Downlightsâ€, and its downlight products once pressed some traditional strong brands under their feet.
However, in the high-speed advancement period of LED in recent years, Delta has stagnated. This includes both the influence of the brand and the ability of the company to respond to market changes.
Take Delta's superior product downlights as an example. In 2014, the sales of Delta's downlights exceeded 400,000. Although this is still a huge set of data, with the strength of Sanxiong Aurora, Opus and other brands, Delta's dominant position in the downlights is constantly being eaten.
In the two years when LED companies were busy setting up their singing, the slow response has always been a common impression left by traditional lighting companies, and the performance of Nanhai enterprises represented by Delta is particularly significant.
The lighting “nobles†accustomed to the traditional operating mode are stuck in their own territory, and when they look back, they discover that the era that belongs to them has passed. In the face of changes in the lighting market, “Damei†experienced a long period of psychological suffering.
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