POK lighting went bankrupt, there are some idears in led industry

Recently came online in Foshan POK Lighting of led industry, the collapse of the news, said its arrears quotient supply thousands of loans was sued to the court. Rong Hua Liang, chairman of a lighting products also responded, "lighting a collapse is really, but I never thought escape!” 

So, many people may doubt that in the 2015 two eleven day the " dark horse " createed 12 million yuan in sales why suddenly went bankrupt?

First of all, we focus on how that led to its bankruptcy, Rong Hua Liang said: "2016 in February, the arrival of the Spring Festival leads to slow its logistics and lead to refund rate increased, and than the poly cost provisions of the refund rate by 0.9%, in accordance with the rules,we can not continue to attend poly cost-effective platform for activities to sales have already prepared for the event, the value of about two thousand million dollars in stock, causing economic losses of nearly 20 million yuan, capital chain have thus appear."

In this regard, the industry view is different, the following is part of the point of view:

First, the closure of enterprises like people will fall ill as is normal phenomenon, should be businesslike and understand the reason for the collapse, vigilant, strengthen prevention, don't panic.

Second, any business model are at risk, or whether traditional entity shop sales model or network marketing model is the combination of online and offline, there is the impact of the macroeconomic environment and micro economic environment, so the risk is exist and uncertain.

Third, the electricity supplier location is the key, this is an era of the Internet, online development is an inevitable trend, but the enterprise how to locate, or supplement to the electricity supplier, or both, and the further development; how to build their own electronic business platform online and offline; how to balance development between dealers, the entity shop. This needs the enterprises with their own development and the development of the macro environment to choose a specific location. Such as OPPLE lighting in the early stage of the development of the electricity supplier of the line sales have had a great impact, resulting in online sales and line dealers fight phenomenon, therefore, the differences in sales of OPPLE products and adjust the line the product price, in order to find the equilibrium point of the development of online and offline.

Fourth, capital chain is pain, many industry insiders suggest that to the main electricity supplier in the lighting enterprises in the chain of funds, there is also a problem, Taobao, lynx operating costs are very high, labor, delivery, after-sales, finance, promotion, lynx point deduction, cost, if there is no more than 50 percent of the gross margin is unable to sustain the operations of. With Taobao, lynx fierce price war, so to reach 50 gross margin is not a easy thing.

In view of this, a lighting failure, no need to panic. Instead, LED lighting the enterprise carry on the resonsideration regarding this in light of its own, adjust business location, looking for the balance point of the development of online and offline.

(editor: Lily)