"Growth troubles" of Guo Ji, the hometown of lamps and lanterns


Car dealer Guo Ji, we are full of excitement. Li Changguo, an industrial assistant in the town, said that in the domestic market, one out of every four street lamps comes from Guo Ji. "Our Guoji is a famous hometown of lamps and lanterns."

Look at Guoji's lighting industry concentration area, there are large enterprises such as Sufa Group in the North District; in the Southern District, the first phase project was started in March 2001, and there are 119 enterprises entering the park, including 114 lighting enterprises. The Science and Technology Park under construction is the second phase of the concentration zone, and the area of ​​development has been 2060 mu.

Guo Ji gives us the impression that the lighting industry is highly concentrated. There are 146 lighting companies with more than 10 million production value and more than 400 individual industrial and commercial households. From the perspective of the lighting industry, six series of street lamps, garden lights, industrial and mining lights, tunnel lights, landscape lights, advertising light boxes, etc. have been formed. Last year, the sales of lamps and lanterns were 1.1 billion yuan. Directly engaged in lighting production staff more than 4,600 people, there are more than 2,000 sales team.

It is such a region where the lighting industry is highly concentrated, and now there is also a "growth trouble".
Worry, full competition, hopeful order

As the saying goes: "The ship does not obstruct the port." A deputy general manager of Tianlong Company asserted that it was because of the rise of many enterprises in the town area, the full competition between the neighboring towns and the neighbors, and the entry of foreign companies. The long-term development of Guoji lamps has created a regional brand of “hometown of lamps”.

In the interview with Sufa Group, the relevant person in charge also made it clear that Guoji’s lighting companies welcomed competition. It was because of competition that Guoji’s enterprises paid more attention to product innovation and paid more attention to cost accounting to make lighting products more competitive.

For example, in the field of processing light poles, the unit price of about 20 yuan is generally required, and the unit price of Guo Ji has dropped to 5 yuan, and there is still a meager profit margin, and the product competitiveness is greatly enhanced.

In the past, lighting companies liked to imitate the design of other people's lamp heads. Due to increased competition, companies were reluctant to share patents. After several IP lawsuits, Guoji Enterprises began to embark on the right track of patent applications.

However, the local party committee government saw that due to the full and disorderly competition, the company's profits were meager, and it was difficult for enterprises to become bigger and stronger through accumulation of development, which affected the speed and quality of local industry development. They also tried to set up industry associations, but it is difficult for the association to regulate the behavior of lighting companies in neighboring regions and to coordinate the industrial order.
No troubles in the "Little Giant"

A leading industry must have several leading companies. In Yuyao, Zhejiang, only one Ebara company has achieved a scale of 2 billion yuan, which has driven the growth of an industrial chain.

Where is Guoji’s leading company? Li Changguo brought us to Sufa. It is understood that Sufa is the largest lighting company in the town, with an annual sales of only 150 million yuan. Can such a company assume the heavy responsibility of the industry leader?

Li Changguo said that Guoji's lighting companies are all "little giants" who are growing up, but with the current primitive accumulation of development models, it is difficult for enterprises to grow bigger in the short term.

Danyang Jie brand's lighting market has done a lot, and Guo Ji does not have a market for forming, basically relying on marketing personnel in the external project.

It is gratifying that we heard a message in Guo Ji: At present, there is a merchant who intends to invest in the lighting industry in Huxi.

According to Zhan Xiwen, director of the Gaoyou Science and Technology Bureau, Guo Ji’s development has benefited more from regional brands than product brands.

Guo Jiren told us something like this: When outsourcing projects, many units only need Guoji's lamps, but they don't need Guoji's ballasts. Although Guoji's products are of good quality, the price is only half of that of Philips and other branded products. about.

The biggest risk for lighting companies is in the mold, and a set of molds often takes hundreds of thousands of yuan. If the product market is not selling well, it will be lost. A professional lamp manufacturer like Tianlong has developed four or five new products a year. Therefore, Guoji Lighting Company's independent research and development capabilities are lacking.

Sufa Group cooperated with Fudan University to develop wind-solar complementary street lamps. However, because the production cost is too high, it is still in the stage of new product reserve, and the market has not yet opened.

The good news is that the town is already brewing the combination of lamps and LEDs and transforming into the optoelectronics industry.



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