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Products are the core and most fundamental thing of an enterprise. The products produced by enterprises determine what kind of development path investors choose. The definition and choice of products is the beginning of investment, and a good start is half the success.
"Single product champion" is more favorable
In the production of products, enterprises are in great need of capital to enter. Small and medium-sized enterprises like growth can produce cost-effective products themselves, but channel construction requires a lot of time, and capacity increase cannot be based solely on their own investment. In short, accumulation is slow. And large-scale enterprises need to expand their product lines, and they may not have enough funds to operate the market share. After all, "the store has more expenses." "I have good products, and there are 10,000 yuan and 10 million yuan on hand. The difference will be great. We often talk about capitalism. With capital, we can play it effectively. If there is no capital, thisism is equal to 0.†Li Zhenghui, senior economist of Guangdong Baiyin Investment Holdings Co., Ltd., explained without humor.
To answer the word "financing" from the perspective of products, it is necessary to look at the positioning of the company's products. From the development of the lighting industry for many years, it can be concluded that if the enterprise that is the single product champion wants to expand the product line and enter the systemized lighting, the market potential of the product and the core competitiveness of the enterprise will be greatly tested, if there is capital injection It is undoubtedly a tonic. LED lighting is the hottest product in the past two years. Whether it is overseas Panasonic, Toshiba and other multinational consortia, or many lighting and lighting companies in the lighting industry, they have injected a lot of energy into LED lighting products. At the same time, LED lighting is also a sunrise industry that many lighting companies are more optimistic about and can obtain the "Olive Branch" of investment companies.
Chen Feng, president of Shanghai Luyuan Group, is also optimistic about LED lighting: "I think most companies need funds to enter the production of products. For example, the investment in the upstream industry chain of LED has a certain technological content, and the investment value of equipment is high. If sufficient funds are injected. It will form economies of scale and become bigger and stronger. I think that if it is used reasonably, it will bring certain levels of improvement and improvement to the company."
It seems that even if the product line is expanded, the specialization of one category is very easy to be favored by the investment company, and the specialization also determines that the product has at least a long life cycle or a high rate of return, so that the enterprise can Continue to develop. Once the investment funds come in, the most important thing is the rationality and target of investment and sustainability.
Differentiated innovation products are valued
Product competitiveness is an important part of the overall strength of the company. Products with core technology and unique value are enough to enhance the brand image and overall strength of the company. Therefore, whether there is product innovation ability, whether it is possible to develop products with different products from the market, is an investment factor that investors pay great attention to.
According to statistics, in the lighting and lighting industry, an average of 10 companies per month to challenge LED lighting, electrodeless lamps and other high-tech products, smashing their heads is nothing more than hoping to make better products than their peers, master the core competitiveness. . As a result, these products are essentially the same, but they have done some functional improvements in the bells and whistles. When they see their peers, they come back to school. These followers immediately find that they have nothing at all. In the end, they can only be buried in the soil. in. What kind of path to take in the definition and selection of products is an example that can explain the problem.
If you only want to make some improvements to the existing model, instead of focusing on revolutionary things, you hope to gain the survival of a new enterprise by "improving" existing strong products or brands. The operability of this path is not Strong. The reason is simple. Once you are out of the way, the market leader can learn quickly. And because of users, funds, and resources, it not only learns fast, but may do better than you. Investors are not very interested in following the trend.
Companies need to define new rules of the game. For example, LED manufacturers now have systems such as intelligent switch integration in terms of light efficiency and electricians. The architecture of the entire product is completely different from the traditional architecture, so it quickly acquires users in a short period of time. Investors need to inspect whether the products of the company are marketable, whether they are products advocated by this society, such as special small energy-saving lamps, LEDs for lamps, metal halide lamps, and also need to examine whether the future product planning varieties of enterprises have developed. potential.
Many investors are not very concerned about whether the projects they are investing in can make money quickly. This is especially true for investors who invest in early projects. Perhaps the comprehensive conditions of entrepreneurs today are still immature, and they don’t know how to convert value into income. But in the eyes of venture capitalists, for a promising product, people with business experience can always find help. This conversion is not the hardest. 