Small and medium-sized brand mobile phone companies have once again been accelerated to die. Recently, Huang Mingquan, chairman of the mobile phone of LePhone, told the media that many small and medium-sized brands will die if the 3G market is not timely. The high-end market needs huge investment support, and the low-end market has now become the Red Sea market by companies such as Coolpad and Xiaomi. Therefore, for small and medium-sized brands, it is necessary to cooperate with Internet companies and operators to market segments. Huang Mingquan expects that there are currently 500-600 domestic mobile phone brands, and it is expected to shrink to around 50 by the end of 2015. More than 90 domestic mobile phone brands will disappear. It needs to be acknowledged that a large amount of inventory is likely to lead to tight capital turnover, affecting corporate profits and even survival. It is also necessary to admit that some big-brand mobile phone companies have adopted low-price strategies and indeed squeezed the market space for SMEs. In addition, 4G mobile phones have higher thresholds in terms of R&D and upstream capacity acquisition, and they are more challenging for small mobile phone manufacturers. The death of small-brand mobile phones: How big is the impact on LED lighting? At present, there are more than 1.6 billion smartphone users in the world, and this 1.6 billion is the main body and core of the society. Mobile Internet has become an indispensable part of people's life and work, subverting the entire social life, including the business model, almost everything. Be transparent, before the popularity of mobile Internet, if customers have a bad customer experience, they may only be unlucky, and now, but now a customer's Weibo can make the world in 2, 3 seconds. Everyone knows that a company, a product, or a service promise has not been honored. Customers get the functionality of a certain product, and the price is easy to use anytime, anywhere. What kind of challenges will the LED industry face in the mobile Internet era? What kind of trend will LED products show? Transparency (non-price warfare) In the past decade or so, LED lighting companies have grown and sold in a closed environment because of their non-standard LED lighting and engineering properties. A series of problems caused by chaotic product models, chaotic quality, and chaotic prices. A market of less than 30 billion accommodates more than 2,000 companies and has a relatively large profit margin. The order is mainly based on the salesperson's ability to communicate and operate. However, the advent of the mobile Internet era has completely changed the closed mode of the LED lighting industry. Now when customers need LED lighting, they can find the company, products, prices, etc. in any number of seconds, everything is transparent. 1) The transparency of the company's comprehensive strength, the asymmetry of previous information, has ensured a LED lighting industry of less than 30 billion, and more than 2,000 companies are profitable. The information obtained by customers for LED lighting suppliers is not smooth. The main influence on customer decision-making is the salesperson who communicates with it. The contract is made in the promotion of the cup. In the era of mobile internet, the comprehensive strength of display company scale, case, sales, quality brand and so on is completely transparent, and customers have enough information to verify and verify the real situation. At this time, the largest companies in the LED lighting industry will first become the target of the customer selection. 2) Transparency of price: price transparency (non-price war) into the biggest impact of the mobile lighting industry on the LED lighting industry. In a model of the chaotic LED lighting market, there are only a few mainstream models, and the outdoor is mainly P16 and P10. The main indoor is P6, P4. Before the LED lighting price is not transparent, mainly because the production company has no public price, so it is difficult to find the price on the website, but now with the expansion of some enterprises in the industry, start Standardized mass production is realized, and price transparency is possible. Once the price of LED lighting is transparent, the sales model of the entire industry will be completely subverted. 3) Corporate word-of-mouth transparency: Guo Meimei, Smile Director, Fang Jie Gong Ai, Lei Zhengfu and other series of events let us experience the tremendous social influence of information transparency in the mobile Internet era. The LED lighting of Haiyi Junyi Hotel in Hong Kong was on fire, the stage screen of Yangzhou Gymnasium collapsed, and the Beijing rental customer group returned the goods. After the incident, it was spread throughout the LED lighting industry. The mobile internet era will undoubtedly show the nakedness of the company. Large companies are even thinner, fearing that the name of a world is destroyed in a single (den). According to the understanding, in the face of all transparent interconnection era, the LED lighting industry is a few happy. Engineering and trade are undoubtedly the catastrophe, and small and medium-sized companies are also precarious. Even large enterprises in the industry have to face the unfavorable situation of serious decline in profits after price transparency. Therefore, a boycott of price transparency will become a rare tacit understanding in the industry in a short period of time. However, the trend of price transparency is unstoppable. Under a brand-new business model, companies can only die if they make changes. The change must not only have capital but also pay the price. There are more than 2,000 LED lighting industries, and there are many people with strong capabilities and well-funded enterprises. But really face all the transparent business environment, perhaps no company can face it. The representative production scale, cost control, product quality, engineering services, etc. of several listed companies all have problems, and they dare not think about the consequences of all transparency. No company in the entire LED lighting industry likes to be transparent, but all transparency is inevitable. It is the evolution direction of the industry. I think every company wants to overtake in a corner. This is indeed the biggest change in the history of the LED lighting industry. The comprehensive strength and the transparency of the word-of-mouth are coming to an end. Only the transparency of the price has just begun. Who has The strength of cornering overtaking is the key. After the integration of Dehao, the Ruituo show has become part of Dehao's whole game, not an independent unit, and Dehao was strategically placed a few years ago in Wuhu, Dalian, Yangzhou.èšŒåŸ There is a large investment, from LED epitaxial wafers, LED chips, LED packaging, to LED lighting standardized mass production, using the huge capacity and price advantage formed by strong capital to release to the market, Dehao Group today just borrowed price transparency as a marketing tool. It is hoped that the major changes in the sales model of LED lighting throughout the industry will be completed by enterprises. Therefore, the company will plan to promote the price transparency of each model in 2013. In the process of affecting the transparent realization of price transparency, the original LED lighting industry sales model will be completely subverted: 1) Solve the problem of information asymmetry, and customers are more convenient and objective to find and trade with suitable LED lighting companies. 2) Reduce the transaction cost, customers do not have to spend a lot of time to go to several factories to conduct on-the-spot investigations and then round and round negotiations and price reduction. 3) The product configuration is unified. The supplier must design a product with guaranteed quality for price transparency, and the product quality is more guaranteed. 4) It is conducive to the concentrated development of the LED lighting industry. After the standard is unified and the price is transparent, the market share of some enterprises will expand rapidly. Finally, a large international enterprise with international competitiveness will be formed, and the LED lighting industry will soon be reduced from more than 2,000. To a few. All the transparency process is accompanied by pain, price advantage and capacity advantage, strong capital management and perfect comprehensive enterprises with strong comprehensive strength will accelerate expansion, gradually encroach on the market of small and medium-sized enterprises, 1) returning profits after all transparency, many poor management The company lost its competitive ability and gradually withdrew from the market. 2) The transparent price will once again impact the previous release of the price when the price is high, especially the rental market, all of which are private debts, and the display is a non-standard product. It is easy for customers to find reasons not to pay. The change of society is like the alternation of the sun, the moon and the stars. Whether it is an individual or a company, it seems to be small and powerful, and can only sigh.