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Over the past 30 years of reform and opening up, after rapid development, many Chinese companies have completed the original capital accumulation and upgraded to the stage of rapid development. But whether it can fly high or not depends on whether there are wings to take off, and the lighting industry is no exception. Over the past 30 years of reform and opening up, after rapid development, many Chinese companies have completed the original capital accumulation and upgraded to the stage of rapid development. But whether it can fly high or not depends on whether there are wings to take off, and the lighting industry is no exception. After more than 20 years of development, China's lighting and lighting industry has matured, its industrial status is rising, its market share is also increasing, and its rising space is huge. It is known as the sunrise industry. However, with the development and maturity of the lighting industry, transformation and upgrading have become commonplace in the industry. In fact, the transformation and upgrading are indeed the only way to take advantage of the wings of the company to soar in the domestic and even the international market.
However, the transformation and upgrading can not stay on the verbal, and must be implemented into action. However, there are still serious problems in the top-level design of Chinese enterprises. There is no methodology that can be operated by enterprises. Most of them are crossing the river by feeling the stones, and they are constantly trying to make mistakes. As a result, enterprises are faced with one problem after another. Good wishes can only stay. On paper. Especially in the face of the new LED industry, so, lighting companies that shouted the transformation and upgrade slogan fell.
Crisis 1: The frog in warm water, careful euthanasia For more than a decade, we often see some international giants facing the threat of status unwarranted, facing the market share being smashed, we can even see some once dominated the world. Industry giants are going downhill.
This is a serious topic that is worthy of the entrepreneurs and marketers who are still ups and downs in the business world. Our Chinese lighting and lighting entrepreneurs must not be gloating, maybe one day this disaster will come to us, this is only a time difference.
Indeed, it is not terrible to have problems. It is terrible to treat the problems with innocence, or to be smug and think that things can be suspended without any concern. You have to understand a simple truth. When each enterprise develops to a certain extent, certain problems will inevitably echo with that stage. You want to hide and hide. Therefore, only we have a good mental preparation and action plan.
Cornell University in the United States once made a famous experiment: the experimenter put a frog into the boiling oil pan, and the frog ran out of the boiling oil pan that could make it die at the end of life. escape. After half an hour, the experimenter filled the same size of the iron pot with cold water, and then put the frog that had just escaped into the pot. The frog would swim back and forth in the water from time to time. Then, the experimenter secretly heated slowly under the pot with fire. The frog didn't know what it was, still enjoying the warmth in the lukewarm water, and it began to realize that the water temperature in the pot had made it unbearable. It was too late, and it was still buried in the iron pot.
Nowadays, many lighting lighting business owners in China lack awareness of crisis. They are not aware of the subtle changes in the surrounding environment. They are lying on the so-called success, like a frog in warm water. Waiting for them must be euthanasia. The ancients often said that they were born in sorrow and died in peace! In particular, those companies that have been relatively successful have often disagreed with the crisis and feel that they have succeeded in doing so. They have gradually become unable to objectively and sensibly view changes in the market, look at their own problems, and look at future trends. There is a saying in China: It is not rich for three generations. Because the second generation was born with a golden key, growing up in a worry-free environment, the working power suddenly dropped, it is difficult to have the enthusiasm and spirit of the first generation of entrepreneurs. Moreover, it is more difficult to keep business than to start a business. If the company develops to a certain stage, it will be difficult to surpass the first generation if it fails to transform. Waiting for the third generation, not to mention, their enthusiasm and spirit of struggle have been exhausted, the various contradictions in the internal development of the enterprise have arisen and the grievances have been deep, and the empire created by the generation must fall down. .
If an enterprise wants to grasp the future, it must change from a post-knowledge to a prophetic vision. Whether it is an individual or a business, success is not a lifetime. We cannot resist the objective facts of change. Therefore, we must constantly think about it, constantly look at changes, and the farther we look, the more time we can prepare, so we can better grasp the future. All opportunities.
Enterprises have a correct understanding of this trend, and timely adjust the business model, management system, and business policy in order to grasp the initiative and voice of the advancement.
It is easy to do it. If the company can't predict well what changes will happen in the market, crisis awareness and active transformation are even more difficult to talk about. It can only be passive. In addition, many people always feel that they are foreseeing the future. It’s out of reach, I always feel that the plan can’t keep up with the changes, and I always feel that I can’t do it. You haven’t thought about it, you haven’t tried it, why can’t you declare it? Looking at China’s World War II in the past, with the backward weapons and unarmed defeat to defeat Japanese imperialism with advanced weapons, what is it? Relying on the correct strategic direction of the leaders depends on the stubborn resistance of thousands of ordinary people in China. Do people have to resist in the face of death? Can't you plan ahead?
Over the past 30 years of reform and opening up, Chinese companies have been following the pattern of plagiarism, imitation, and follow-up with the international giants. Although they have made considerable achievements, this inertial thinking has already eroded the forward thinking of Chinese enterprises. Enterprises, which are only frogs in warm water, either die or are difficult to grow and mature, let alone go to the world and conquer the world.
Crisis 2: The strategy is vague, and in the eyes of the general entrepreneurs, the strategy is the idea, but it is not. The misunderstanding of the Chinese word for the Chinese lighting company is a long-standing one. Many of the lighting companies that have been successful so far, some even the leading players in the industry, have been very successful since their establishment, and have been widely recognized by the market and customers. For them, this is the result of a clear strategic approach. In fact, they are wrong.
Lighting companies that have been successful in the country but do not necessarily have clear strategies are more and more eager. It is precisely because of the rapid development of China's economy in the past few years that everyone has caught up with a good time. Even if there is no strategy, it will be very good to go back to the world. However, in the development of science and technology and the multiplication of talents, it is almost impossible to make money by means of small cleverness and good ideas. The model of doing business by relationship has fallen behind. Therefore, many Chinese lighting and lighting companies are already in a state of heavy tactics and light strategy. Everyone puts their energy into recruiting and surgery, and ignores the control of the true strategy.
What is the strategy in the true sense? First, the forward-looking prediction of the industry development trend in the next five years. In which direction will the market shift in the next five years? What will happen in the market in the next five years? What factors will consumers turn to? Many lighting lighting business owners believe that the plan can't keep up with the changes, especially after the economic cold snap in the past two years. However, this is just an excuse for people who don't plan and have no strategy to find for themselves, because good plans must be foreseen. The various changes, regardless of the plan of change, are meaningless. Second, focus. We must know that each company's resources are limited, it is impossible to do anything, and it is impossible to do a lot at the same time. There must be a sequence and priority. We must temporarily give up some businesses that will distract and are not related to the focus area. Avoid picking up sesame and throwing watermelon. Third, an implementation plan with milestones. Strategy is not a vain concept, not an exciting goal, but a very pragmatic and very realistic approach. It explores the path problem, that is, how to achieve the goal, take a few steps, do what you want after doing what you want to do clearly, plan well, then implement it step by step, and implement responsibility to people, evaluate standards, evaluate time, Evaluator, etc. Fourth, design for competitors. If you can't figure out who your competitors are, how can you design a strategy? So companies must first identify who they are serving, identify the audience, and then identify the true competitors.
To organize ideas, design strategies require powerful logic analysis capabilities, and enterprises and individuals without logic can not succeed. At least, the experience you have tested in the past is successful, and the future will be in vain. Unless you are lucky, this is really a trick for the cat to run into a dead mouse. Every enterprise and everybody wants to succeed, but there are always a few, if not very few, winners in society. That is because most people, despite their ideas and abilities, have no logic. This logic that drives success is a strategy for an enterprise, and the process of finding the logic of business success is called top-level design.
Due to the lack of top-level design, many business owners mistakenly think of strategies as a common problem. This is a common problem for lighting companies, and it is also a common problem for Chinese companies. It can even be said to be a fatal problem for Chinese companies. When we visited some entrepreneurs, we found that 99 entrepreneurs believe that their companies have strategies, but their strategy is just some ideas, or goals and pursuits, that is, what they want to do, such as the company’s turnover within five years. How much is achieved, I hope to enter the top three in the industry in a few years, and hope to open up the international market, and so on. Excuse me, are these strategies? Do not. These are just ideas.
The word strategy is no stranger to entrepreneurs, but its exact meaning is very confusing. Many people mistake the business goal as a strategy, regard the pursuit as a strategy, regard the idea as a strategy, and regard the idea as a strategy. Only today has a common misunderstanding.
It is precisely because of these misunderstandings that entrepreneurs ignore the focus of their own business development and become stunned by the intricate and ever-changing market. When faced with daily emergencies of various large and small events, business owners have to spend a lot of time on fire fighting, and thinking strategies are far away.
In addition, in recent years, the lighting industry has been talking about transformation from upstream to downstream. In fact, everyone has realized that the only way out for enterprises is to take the initiative to transform. However, everyone understands the strategic transformation according to their own assumptions. Naturally, it is the Eight Immortals crossing the sea. In the end, everyone was caught in the misunderstanding of crossing the river by feeling the stones. Due to the vague corporate strategy, the idea of ​​transformation and upgrading is not clear, the approach is not correct, and it can only fall into the non-transformation and wait for death. Transformation is the strategic dilemma of finding death.