[Text|GLII] NVC battlefield prospects, Wu Changjiang has failed this plan
NVC's founder and former CEO Wu Changjiang started the stove and skipped the operation center of NVC. He wanted to directly join the two or three hundred NVC secondary dealers nationwide to create O2O (online and offline integration) through crowdfunding. Platform.
In the recording, Wu Changjiang vividly portrayed the new blueprint. He said that 1,000 stores next year, 3000 to 5,000 stores in three years, strive to set up a store in each county in China, the county-level market unified price, unified distribution in each province, and hope to achieve flat channels. Wu Changjiang wants to cross the first-class operators of NVC and establish a new O2O platform directly with the NVC secondary dealers. "We can integrate products such as Op, Sanxiong, Sunshine, Philips, etc., and sell them on our unified platform, and hope to be the first in the industry." In the recording, Wu Changjiang said that the Internet has brought a lot of imagination to the business model reform. .
Zhang Hongbiao, research director of the High-tech LED Industry Research Institute, said that the battle between Wu Changjiang and Wang Donglei is about to end early. Wu Changjiang’s most important step is wrong and he is losing his last chance.
The high-tech LED industry research institute believes that the following factors have led Wu Changjiang to have failed in this plan:
First, there is no doubt that the Internet of Things will change the entire business model. The O2O model is currently in the process of groping, especially in the service and catering industry. But in the industrial field, there is not a very successful model.
Second, the major brands such as Op, Sanxiong, Sunshine and Philips have their own channels. If Wu Changjiang leads the former NVC dealer to do O2O, it will directly damage the interests of the original dealers, and this interest is impossible for Wu Changjiang to balance. In the end, Wu Changjiang’s plan is only to be happy inside, and it is impossible for all lighting brands to agree. Wu Changjiang wants to persuade all stakeholders to participate in his great Genesis project, which is more difficult than calling for everyone to settle in the moon.
Third, NVC's original secondary dealers, which are agents of NVC, are mainly engineering. Customers are not completely coincident among the brands that are integrated with Wu Changjiang. At the same time, the O2O model has higher requirements for offline quality of service and means than existing dealers. Most of the NVC secondary dealers will not take this huge risk under normal circumstances. It is difficult to persuade the secondary dealers to take risks away from NVC.
Fourth, the wrestling between Lao Wu and Wang Donglei has always been admirable, and the means are also tit-for-tat. Although it has fallen into the wind, it is based on its own advantages and is fully counterattack, so that the industry can focus on it. However, Wu Changjiang is still a layman in the business model of the O2O interconnection model, has no empirical advantages, and has no background in the Internet of Things.
Gaogong LED Industry Research Institute said that Wu Changjiang's O2O layout is a failed layout and will be high and low. In fact, based on the following aspects, Wu Changjiang still had the opportunity to make a comeback.
First, the most sensible approach is to re-create the brand, regardless of whether the new brand is "Oushi", "Jiang Shi" or "Thunderbolt", "Leiming", with Wu Changjiang's understanding of lighting products, the dealer's control, Supplier relationship, business model experience. When you restart your stove, the chances of a comeback are over 30%. As long as product positioning, quality control, and profit distribution are well handled, in the era of changing LED industry, the opportunity to re-create a brand in 1-2 years still exists.
Second, in terms of funding, through crowdfunding models, or other capital financing. As long as the prospects are described well, the feasibility is high. Even if Wu Changjiang is well-known in the capital market, there will still be capital favor. Because in terms of playing capital, there are too many people who are smarter than Wu Changjiang. Wu Changjiang can be shaken in the deep and sturdy situation of NVC, and it is no problem to prevent from scratch. Of course, Wu Changjiang has learned from previous lessons that the chances of making mistakes in this area are small.
Third, in terms of channels, the original dealers still have feelings for them and can recreate channels. As long as the products are excellent, brand promotion is in place, and delivery is timely, the personal advantages of the channel can be further explored.
Fourth, in terms of products, it can be publicized, the product quality is no less than NVC, the cost performance is higher than NVC, and then hired high-end designers to make several products as typical. LED lighting can play too much space, intelligent lighting, innovative appearance, innovative applications, product updates and fast. With Wu Changjiang's understanding of the product, the product is not a big problem.
The Internet of Things model will reconstruct the business model, but there is no product to control the foundation in their own hands, and even without the experience and skills of the Internet of Things, O2O planning is too hasty, destined to Wu Changjiang's layout failure, Xiongxiong to sink.
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