[Text|High-tech LED fire] In September, Snow Wright, which has never been exposed to the mountains, completed two capital operations in one week: the acquisition of Fushun Optoelectronics and the acquisition of a majority stake in Yike Optoelectronics. In contrast, the long-term lighting that is also eager to complete the strategic layout and channel expansion of the LED market through mergers and acquisitions is quite passive.
In June this year, Changfang Lighting planned to acquire Kangmingsheng Liucheng's equity of 528 million yuan to enter the field of mobile lighting, triggering multiple disputes over “excessive premiumâ€; in August, the CSRC was suspended because of the suspected illegal application.
Up to now, Changfang Lighting's “application for suspension of mergers and acquisitions has been suspended†is still continuing, and the acquisition of Kang Mingsheng has also been stranded. Obviously, the wishful thinking of the long-party lighting to directly "buy" the downstream market and channels was broken.
In fact, from the beginning of this year, the long-party lighting has entered the "falling event." In January, Changfang Lighting declared at the "Brand Strategy Upgrade Conference" that it would abandon its original multi-brand strategy and develop a unified "long-side LED lighting" brand. This move caused a sudden loss of the original brand dealers.
The rectangular lighting attempt "three cards in one", the rectangular LED lighting (office lighting), Donghan LED lighting (commercial lighting), Tongyu LED lighting (home lighting) removed, leaving "long-side LED lighting" an independent Brand. However, the adjustment of the original channel system by Changfang Lighting appeared to be hasty, directly affecting the vital interests of the dealers, thus causing dissatisfaction of some dealers.
In this regard, some insiders pointed out that the rectification of the brand by the "three-in-one" approach is indispensable and necessary. However, this method has a major premise, that is, to build on the loyalty and channel reputation of the original key businesses.
An original Changfang lighting distributor in Zhejiang said that “the cooperation with the Changfang in 2012 is the first batch of merchants in the true sense of its comprehensive development of domestic channels. However, at the end of 2013, the Changfang suddenly said that it would no longer cooperate. I took the agreement before the Spring Festival this year and told me to return the money in full, and even the samples were returned."
According to a survey of high-tech LED reporters, 67% of the merchants said that the new strategy of “three-in-one†in the rectangular lighting has a greater impact, and only 21% said that there is little difference between before and after.
In fact, there are also difficulties in implementing the new strategy for the implementation of the long-term lighting, and its chairman, Deng Zichang, has publicly stated the reasons for having to change. He said: It is not an easy task to differentiate LED lighting fixtures themselves. At the same time, it is not very meaningful to differentiate in the light source part of the lamps. And this argument has a certain market in the dealers.
“In the past two years, the three brands of Changfang Lighting are not clearly defined, resulting in homogenous competition, brand fights, etc. When the LED brand broke out in 2013, many dealers have abandoned the long-distance and turned to other brands.†Zhengzhou Changfang Lighting The dealer pointed out the shortcomings of the original three brands of the rectangular lighting.
However, the operation of "three cards in one" seems to be too hasty, which has affected the inherent interests of dealers. Because switching to a new brand means that the original market and the original channel are likely to be lost and need to start all over again. Obviously, it is difficult for merchants with "profits first" to accept this situation. It is the development of Changfang Lighting's channel transformation that has caused excessive sequelae for a series of operations in the later period.
In June this year, Changfang Lighting planned to acquire Kangmingsheng Liucheng's equity of 528 million yuan to enter the field of mobile lighting, triggering multiple disputes over “excessive premiumâ€; in August, the CSRC was suspended because of the suspected illegal application.
Up to now, Changfang Lighting's “application for suspension of mergers and acquisitions has been suspended†is still continuing, and the acquisition of Kang Mingsheng has also been stranded. Obviously, the wishful thinking of the long-party lighting to directly "buy" the downstream market and channels was broken.
In fact, from the beginning of this year, the long-party lighting has entered the "falling event." In January, Changfang Lighting declared at the "Brand Strategy Upgrade Conference" that it would abandon its original multi-brand strategy and develop a unified "long-side LED lighting" brand. This move caused a sudden loss of the original brand dealers.
The rectangular lighting attempt "three cards in one", the rectangular LED lighting (office lighting), Donghan LED lighting (commercial lighting), Tongyu LED lighting (home lighting) removed, leaving "long-side LED lighting" an independent Brand. However, the adjustment of the original channel system by Changfang Lighting appeared to be hasty, directly affecting the vital interests of the dealers, thus causing dissatisfaction of some dealers.
In this regard, some insiders pointed out that the rectification of the brand by the "three-in-one" approach is indispensable and necessary. However, this method has a major premise, that is, to build on the loyalty and channel reputation of the original key businesses.
An original Changfang lighting distributor in Zhejiang said that “the cooperation with the Changfang in 2012 is the first batch of merchants in the true sense of its comprehensive development of domestic channels. However, at the end of 2013, the Changfang suddenly said that it would no longer cooperate. I took the agreement before the Spring Festival this year and told me to return the money in full, and even the samples were returned."
According to a survey of high-tech LED reporters, 67% of the merchants said that the new strategy of “three-in-one†in the rectangular lighting has a greater impact, and only 21% said that there is little difference between before and after.
In fact, there are also difficulties in implementing the new strategy for the implementation of the long-term lighting, and its chairman, Deng Zichang, has publicly stated the reasons for having to change. He said: It is not an easy task to differentiate LED lighting fixtures themselves. At the same time, it is not very meaningful to differentiate in the light source part of the lamps. And this argument has a certain market in the dealers.
“In the past two years, the three brands of Changfang Lighting are not clearly defined, resulting in homogenous competition, brand fights, etc. When the LED brand broke out in 2013, many dealers have abandoned the long-distance and turned to other brands.†Zhengzhou Changfang Lighting The dealer pointed out the shortcomings of the original three brands of the rectangular lighting.
However, the operation of "three cards in one" seems to be too hasty, which has affected the inherent interests of dealers. Because switching to a new brand means that the original market and the original channel are likely to be lost and need to start all over again. Obviously, it is difficult for merchants with "profits first" to accept this situation. It is the development of Changfang Lighting's channel transformation that has caused excessive sequelae for a series of operations in the later period.
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