Phoenix Legend boss why "foot"?

In October 22nd and 24, lighting the city of Zhongshan City, two LED enterprise boss lost contact, respectively, Zhongshan Hualiang lighting (Phoenix light legend) Company Limited (hereinafter referred to as the "Phoenix light legend") and Zhongshan Xilin Lighting Co. Ltd. (hereinafter referred to as the "family lighting") which had been invited, heavy gold phoenix legend endorsement Phoenix light legend has been discovered, owed 70 million yuan.

In fact, this year is known as the outbreak of LED year, LED product share, corporate profits are better than in previous years.

Reporters noted that some LED companies often want to run away, by the outbreak of the market, to promote a wide range of brands and channels, and bigger and stronger, but the action is too large, the input and output is not proportional, resulting in funding strand breaks.

One week two LED business owners lost contact

One industry insiders said, in October 22nd, to see the relevant personnel in the Phoenix Optical storied company door, a dozen vendors stood at the door, the police to maintain order at the scene, and the Phoenix light legend chairman Xiao Jin and others have lost contact with the Phoenix, light legend only rented buildings and some products.

"Phoenix Legend and run away the light lighting Philodendron news, has forwarded by a number of industry professionals in the circle of friends, micro-blog and other platforms, some dealers were introduced in cooperation with the Phoenix Legend of light. Liu Jun, President of the Institute of light Asia said that according to its understanding, Phoenix legendary arrears reached 70 million yuan.

Coincidentally, in Phoenix Legend boss run away soon came to light, Zhongshan City, another family lighting LED enterprises have outgoing boss run away message.

The industry said, in October 24th, the boss was exposed lighting family run away. "Family lighting is relatively small, which belongs to the Zhongshan Ancient Town Haizhou enterprises, the boss run away message has been confirmed. Reporters call the relevant person "lighting Philodendron phone, but the phone is turned off.

"Phoenix light legend invited" Phoenix Legend "endorsements, more famous in the industry, and the lesser known lighting philodendron. Foshan Lighting Association President Wu Yulin said.

It is understood that, in 2003, Xiao Jin, chairman of the legendary Phoenix light led the early team founded the Phoenix legend, to produce T4/T5 energy-saving bracket, energy-saving lamps, ballasts based, has been developing steadily.

2010, Phoenix legend into the field of LED transformation, achieved good results. In 2012 the market downturn, the Phoenix light legend signing "phoenix", invited each other as the image itself, with its brand promotion, promote the channel construction, has received widespread attention from all walks of life, has become the first star concert enterprise.

Input and output is not proportional

In fact, to benefit from the recovery of overseas markets, improve the market environment, industry sources said this year for the outbreak of LED. While the industry grows, the Phoenix Legend and lighting light Philodendron LED companies such as the outside world understand the boss run away.

Lighting industry cake bigger and bigger, in the first half of China's energy-saving lamps in LED exports grew by more than 30%. "Liu Jun said that the entire lighting market is divided into foreign markets (about 50% of the share) and the domestic market, the domestic market is divided into dealers wholesale circulation market (20%) and engineering market (80%).

This year, the entire lighting industry has developed rapidly, and now the market has three models for each of the 10 models of LED, the market potential is still great. Liu Jun said.

Thanks to the tempting cake, capital is pouring in. "A lot of people dream of this industry, but also led to oversupply. Ding Jianhua, deputy general manager of a media industry, said that the current LED lighting companies have more than 1, the homogenization of intense competition.

In the brand channel competition period of the enterprise, it is impossible to highlight at once, the industry is mostly homogeneous products, and rely on low-cost competition to grab the market. "Ding Jianhua said," the Phoenix legend is a light hit out with strategic loss results in expanding the county township and other channels, spend a lot of money and personnel to distribution, the price is very low, and the high cost of promotion. "

Therefore, Ding Jianhua believes that the Phoenix light legend on the one hand, lower prices at the expense of gross margin to distribution, on the other hand, celebrity endorsements of high input, to an unsustainable way of business, resulting in funding strand breaks.

"Phoenix light legend propaganda is relatively large, invested a lot of money on brand promotion, but the market share and profit margins have increased, the customer did not increase, not to maintain a normal turnover of virtuous cycle. Wu Yulin said.

Liu Jun believes that under the great impact of the Internet and O2O, then the traditional way of marketing promotion and brand building to seize the original channels to the customer, the effect has been greatly reduced, enterprises need to take different routes for the market.

Phoenix legend does not have the core technology, the profit has been very thin, and then go to the brand strategy, the right to speak is not large, visibility and products have not been recognized by the market, it is difficult to maintain. Wu Yulin said, in fact, the market is good, companies can not survive in the past, the market is a brutal shuffle, no technology and core competitiveness of enterprises will be eliminated. "

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