Delicious cherry tree to plant LED Industry Alliance need to think twice

Entered in twenty-first Century, in the context of intensified market competition, integration has undoubtedly become the common aspirations of all walks of life. Lighting industry is no exception, alliance potential China Sharing Alliance, be in full swing, lighting lights, LED lamp market alliance, alliance and alliance debut, various types of activities, organized by the alliance business promotion, group purchase, visit the more you Changba me play, lively and extraordinary.

In the development of the market, domestic enterprises, especially in the past two years, the lighting industry popular cross industry marketing, have actively seek to hold together heating and the establishment of cross industry marketing and interests alliance. Many companies on the weak marketing channels, began to gather multi industry resources, the establishment of large stores or groups, with the intention to dig the domestic market potential.

Some experts pointed out that the enterprise competition will be the competition between the platform and the platform of individual enterprises in the future, the new competition situation, may lose a lot of development opportunities and information, "who owns the best platform, who can hold the initiative in the competition in the future".

Indeed, in today's era, is a "integration" of the times, is an enterprise single-handed difficult climate of the times, only the cooperation partnership between enterprises, make use of the advantages of network resources, in order to improve the core competitiveness and risk resisting ability. At the same time, it is also a "flood" era, the National Union, regional alliances, cross industry alliances emerge.

After the appearance of the lively, everywhere in the league, in the end to the lighting industry and enterprises to bring what kind of tomorrow? "Union" in the industry at the same time whether there is a summon wind and call for rain, some drawbacks and risks? If so, how should we avoid?

This series of problems, especially worthy of our consideration.

1+1>2 magic

For the alliance can bring us what kind of future, we must sort out the true value of the union.

First of all, we have to clear the concept of alliance baotuan. And joint marketing, cross-border marketing and other terms are not the same, most of the time people are to use it as a cognitive phenomenon, rather than marketing model. If you have to explain what is the "alliance" Baotuan, can be roughly interpreted as "a relatively weak competition in the market, a common phenomenon in order to risk rival or deal with the external environment and take the initiative to unite".

Therefore, the "alliance" emphasizes the "enlarged advantage", rather than a simple combination of individuals. Why should we put forward this point? Because a lot of people on the understanding of the alliance have a misunderstanding. "Union" hold together not joint marketing, but not together, only you say my product is good, I am your product is good, to their A great calamity is at hand. fly "is. It is necessary to unite together to resist risks and difficulties.

For the "alliance" of enterprises, there is a premise that individual individuals are relatively weak, not enough to fight opponents or bad market environment. In simple terms, a single enterprise carry out comparison, these enterprises do not have obvious advantages, ordinary, obscure submerged in the sea.

Therefore, in order to survive, to grow, to progress, only the alliance". The alliance is the object of their own level and level are almost the same as the enterprise, the same advantage is not obvious, the same general, so that the alliance can highlight the advantages.

To sum up, the "alliance" is to have the original conditions into an advantage.

A similar problem, Dongan Lighting City General Manager Su Weixin has published his own view: a scale is not large enterprises, want to engage in a more influential promotional activities, but can only take out 50 thousand dollars to do this. As can be imagined, this 50 thousand dollars even do activities do not do what activities, only minor. But if the enterprise with other ten, or even hundreds of similar scale enterprises to engage in activities, each enterprise is only 50 thousand, 100 enterprises have 5 million of the activities of the fund, also can do some relative size. Similarly, we Dongan city lighting to vote in advertising in the media, if only come up with 50 thousand dollars, do what effects, but I want a dozen Lighting City around us like we have ideas together, it will not only generate more advertising, but also bring us lots of boost in this area in this area, to become a new economic district, it is no harm to every one of the city lighting. "

This is the "good" alliance together, will have no advantage into competitive advantage, realize the transformation from scratch, realize the change from small to large, from weak to strong.

Neglected drawbacks

Although the alliance holds the effect of 1+1>2, alliance Baotuan defect is quite obvious. The reason is that we look at some clues or. So the alliance Baotuan also have a norm, like the establishment of a new chamber of Commerce, there must be a regulatory system in there.

First of all, companies should be clear, we should be in which joint? Is the capital, products, marketing planning, personnel, or a touch of resources...... In fact, most of the union are now dominated by joint resources, less involved in the product, marketing, capital, personnel, needless to say. For the resource combination, heard three West Ji