Founded in 1992, the Shengqiu Group has developed to the present and the industry is well known. In the course of more than ten years of development, Shengqiu has also experienced the process of domestic sales booming to exporting well-known and then going to the domestic and foreign sales. After 2002, many people believe that Shengqiu has shifted its focus to other projects, and lighting has become a secondary industry. But what the outside world didn't expect was that from this year, Shengqiu Group launched a series of brands to promote the improvement of the domestic market, which made the outside world full of expectations for the new brand. So, how will Shengqi be rejuvenated in the domestic market? Recently, Chen Yueqin, manager of the domestic marketing department of Shengqi Lighting, accepted an interview with reporters - Chen Yueqin, manager of the domestic marketing department of Shengqiu
Winball has not given up the domestic market
Reporter: The brand influence of Shengqiu is obvious to all in the industry. However, the outside world has always believed that winning the ball has its own advantages in exporting. What's more, it is determined that the winning ball is only for export, and domestic sales are rarely involved. Even if it is involved, it is just an attempt. Why is this view happening?
Chen Yueqin: This is actually a misunderstanding, but it is also related to the development of our company. In 1992, Shengqiu began to produce its own products. At this time, it vigorously promoted the domestic market, and it was quite successful in the market, and its sales performance was also very good. After several years of accumulation, by the end of the 1990s, Shengqiu began to develop foreign markets and expand its market scope. Because the style and quality of our products are extremely popular among foreign customers, the sales of Shengqiu has developed rapidly, surpassing the development speed of domestic sales. Coupled with the large amount of export, our production capacity is subject to certain restrictions, it is impossible to fight in two lines, both inside and outside, so the export has become the focus of the company for a while, but it is not giving up domestic sales, we have always been concerned about domestic sales, And continue to accumulate customers and experience in the domestic market.
Reporter: We have seen in the market that Shengqiu launched a series of brands this year, and the products have various styles. May I ask, is this to expand the domestic sales business?
Chen Yueqin: Yes. In the past few years, the domestic market has gradually matured, and market demand has continued to increase. We have also seen opportunities for business. Moreover, this year our new industrial park will be completed and put into use. The new industrial park covers an area of ​​more than 130 mu, and will be mainly produced. When all the products of the company are concentrated in the park, the layout of the park is reasonable. Production, office, raw material warehouse, finished product warehouse, etc., not only accelerate the production schedule, but also facilitate the diversion order of products. After solving the production capacity, we can let go of expanding domestic sales. This year we launched five brands including Isamel, Deere Bit, Afu Roti, Gino Billy and Fiona. Crystal lamps, children's lamps, copper lamps, modern lamps and other categories, suitable for the diversity of dealers, and expand the market influence with the operation mode of the store. The industry has not yet entered the stage of brand competition
Reporter: At present, the industry is talking about brand competition and brand influence. What kind of competition stage do you think the industry is in?
Chen Yueqin: This is going to start from history. The history of lighting industry development is relatively short, especially in ancient towns. The history of more than 20 years is destined to be a light experience of the vast number of lighting companies. At the beginning of the rise, the products produced by lighting companies are “the emperor’s daughter does not marryâ€, as long as it is produced. Products can be sold out, and the price is expensive, and the quality is harder than today. In the face of this one-sided situation, lighting companies do not go out to sell their own products, open up the market, just wait for customers to come to the door. This kind of "sitting business" situation is protracted, and there are very few enterprises that awaken from it. At this time, the lighting industry is in the stage of product competition, and the manufacturers mainly produce products. After 2000, the number of lighting companies suddenly increased, and competition in the market began to intensify. Some companies with prophetic wisdom tried to open up the market, or sent salesmen to sell their products, or actively participated in various exhibitions, corporate brand awareness. Also began to enhance, recognizing the importance of brand influence to the business. As a result, manufacturers have been clamoring for brands, but they do not know, do some propaganda in the media, do some promotion at the exhibition, they think that they are not mature. At present, product competition has passed, but it has not entered the brand competition. The current market is in the transitional stage. It is not the brand competition in the full sense. The consumer awareness of lighting brands has not yet formed. .
Monopoly mode can not be fully imitated
Reporter: In order to expand market share and establish its own brand, various lighting companies have drawn on the channel model of mature industries of automobiles, clothing and electrical lights to develop their own stores throughout the country. Winning the ball also has its own store, then, is the operating mode of the winning store the same as others?
Chen Yueqin: We are also taking the model of a specialty store, but it is not entirely a copy of the rules. Due to the late start of the lighting industry, some channel models can only be borrowed from other mature industries, absorbing advanced experience, and then using it for others, but there are often some companies that copy hard and do not combine the reality of the industry and enterprises. Take the specialty store, in the lighting industry, individual companies have succeeded in operating specialty stores, so they have followed suit and followed suit. Even in the decoration of a store in the ancient town, they claimed to have adopted the model of the store. This is a Extremely big mistakes. Another misunderstanding is that in order to facilitate management, manufacturers implement unified style, unified products, unified management, and unified prices for specialty stores. Although this method works well in other industries, in the lighting industry, it has not entered the brand. In the competitive stage, this stricter store model is somewhat idealized, without considering the dealer's ability to bear, which puts a lot of pressure on the dealers. Moreover, at present, there are too many dealers in the lighting industry, competition is intensifying, and the cruel price war has made the profits of the merchants very small. In the case that the industry reshuffle trend becomes an inevitable situation, the interests of the merchants should become the first consideration of the manufacturers. Therefore, we presuppose the interests of the dealers, and the store model is slightly different from other companies.
Reporter: What are the specific differences?
Chen Yueqin: First of all, there are many products that can be selected by the specialty store. There are nearly 60 professional designers in our factory, and we are constantly launching different styles of products. This year we launched 5 series of brands, which are rich in products, which can meet the needs of consumers from different regions, different consumption levels and different cultural connotations. For dealers, the choice is unprecedented. The industrial park to be built will ensure the satisfaction of production capacity.
The second is to adopt a flexible and versatile store policy. We must break the price of the store, unify the product, unify the style, and unify the management. In order to reduce the pressure on the dealers, on the basis of adhering to the basic terms, it is flexible and adaptable to different dealers across the country. Support for dealers, in addition to decoration support, furniture distribution, store image (crystal characters, advertising inkjet, leaflets, X display rack advertising) with gifts, personnel guidance and product knowledge training, etc., we put the store For the three different demand levels of A, B and C, the area of ​​the A-level store is between 120-200 square meters, the area of ​​the B-class is between 220-300 square meters, and the area of ​​the C-class is 320 square meters. You can choose different store areas according to your own strength. Moreover, we take advantage of the diverse products, dealers can choose the right products according to the different needs of consumers, different styles, different brands can be matched with display sales.
Postscript: More than 20 years of lighting history, has produced a large number of well-known old brands, including many brands that once had a good time. However, in the ups and downs of the chase, many old brands have collapsed, and there are very few left. Nowadays, the old brands are familiar with Huayi, Shengqiu, Dongfang and Kaiyuan. However, in recent years, the old brand relies on the heavy brand history, and once again rejuvenated in the fiercely competitive lighting industry, and its development momentum has not diminished in the past, winning the ball is one of the representatives. We also expect that more old brands will be brilliant in the new situation.
Winball has not given up the domestic market
Reporter: The brand influence of Shengqiu is obvious to all in the industry. However, the outside world has always believed that winning the ball has its own advantages in exporting. What's more, it is determined that the winning ball is only for export, and domestic sales are rarely involved. Even if it is involved, it is just an attempt. Why is this view happening?
Chen Yueqin: This is actually a misunderstanding, but it is also related to the development of our company. In 1992, Shengqiu began to produce its own products. At this time, it vigorously promoted the domestic market, and it was quite successful in the market, and its sales performance was also very good. After several years of accumulation, by the end of the 1990s, Shengqiu began to develop foreign markets and expand its market scope. Because the style and quality of our products are extremely popular among foreign customers, the sales of Shengqiu has developed rapidly, surpassing the development speed of domestic sales. Coupled with the large amount of export, our production capacity is subject to certain restrictions, it is impossible to fight in two lines, both inside and outside, so the export has become the focus of the company for a while, but it is not giving up domestic sales, we have always been concerned about domestic sales, And continue to accumulate customers and experience in the domestic market.
Reporter: We have seen in the market that Shengqiu launched a series of brands this year, and the products have various styles. May I ask, is this to expand the domestic sales business?
Chen Yueqin: Yes. In the past few years, the domestic market has gradually matured, and market demand has continued to increase. We have also seen opportunities for business. Moreover, this year our new industrial park will be completed and put into use. The new industrial park covers an area of ​​more than 130 mu, and will be mainly produced. When all the products of the company are concentrated in the park, the layout of the park is reasonable. Production, office, raw material warehouse, finished product warehouse, etc., not only accelerate the production schedule, but also facilitate the diversion order of products. After solving the production capacity, we can let go of expanding domestic sales. This year we launched five brands including Isamel, Deere Bit, Afu Roti, Gino Billy and Fiona. Crystal lamps, children's lamps, copper lamps, modern lamps and other categories, suitable for the diversity of dealers, and expand the market influence with the operation mode of the store. The industry has not yet entered the stage of brand competition
Reporter: At present, the industry is talking about brand competition and brand influence. What kind of competition stage do you think the industry is in?
Chen Yueqin: This is going to start from history. The history of lighting industry development is relatively short, especially in ancient towns. The history of more than 20 years is destined to be a light experience of the vast number of lighting companies. At the beginning of the rise, the products produced by lighting companies are “the emperor’s daughter does not marryâ€, as long as it is produced. Products can be sold out, and the price is expensive, and the quality is harder than today. In the face of this one-sided situation, lighting companies do not go out to sell their own products, open up the market, just wait for customers to come to the door. This kind of "sitting business" situation is protracted, and there are very few enterprises that awaken from it. At this time, the lighting industry is in the stage of product competition, and the manufacturers mainly produce products. After 2000, the number of lighting companies suddenly increased, and competition in the market began to intensify. Some companies with prophetic wisdom tried to open up the market, or sent salesmen to sell their products, or actively participated in various exhibitions, corporate brand awareness. Also began to enhance, recognizing the importance of brand influence to the business. As a result, manufacturers have been clamoring for brands, but they do not know, do some propaganda in the media, do some promotion at the exhibition, they think that they are not mature. At present, product competition has passed, but it has not entered the brand competition. The current market is in the transitional stage. It is not the brand competition in the full sense. The consumer awareness of lighting brands has not yet formed. .
Monopoly mode can not be fully imitated
Reporter: In order to expand market share and establish its own brand, various lighting companies have drawn on the channel model of mature industries of automobiles, clothing and electrical lights to develop their own stores throughout the country. Winning the ball also has its own store, then, is the operating mode of the winning store the same as others?
Chen Yueqin: We are also taking the model of a specialty store, but it is not entirely a copy of the rules. Due to the late start of the lighting industry, some channel models can only be borrowed from other mature industries, absorbing advanced experience, and then using it for others, but there are often some companies that copy hard and do not combine the reality of the industry and enterprises. Take the specialty store, in the lighting industry, individual companies have succeeded in operating specialty stores, so they have followed suit and followed suit. Even in the decoration of a store in the ancient town, they claimed to have adopted the model of the store. This is a Extremely big mistakes. Another misunderstanding is that in order to facilitate management, manufacturers implement unified style, unified products, unified management, and unified prices for specialty stores. Although this method works well in other industries, in the lighting industry, it has not entered the brand. In the competitive stage, this stricter store model is somewhat idealized, without considering the dealer's ability to bear, which puts a lot of pressure on the dealers. Moreover, at present, there are too many dealers in the lighting industry, competition is intensifying, and the cruel price war has made the profits of the merchants very small. In the case that the industry reshuffle trend becomes an inevitable situation, the interests of the merchants should become the first consideration of the manufacturers. Therefore, we presuppose the interests of the dealers, and the store model is slightly different from other companies.
Reporter: What are the specific differences?
Chen Yueqin: First of all, there are many products that can be selected by the specialty store. There are nearly 60 professional designers in our factory, and we are constantly launching different styles of products. This year we launched 5 series of brands, which are rich in products, which can meet the needs of consumers from different regions, different consumption levels and different cultural connotations. For dealers, the choice is unprecedented. The industrial park to be built will ensure the satisfaction of production capacity.
The second is to adopt a flexible and versatile store policy. We must break the price of the store, unify the product, unify the style, and unify the management. In order to reduce the pressure on the dealers, on the basis of adhering to the basic terms, it is flexible and adaptable to different dealers across the country. Support for dealers, in addition to decoration support, furniture distribution, store image (crystal characters, advertising inkjet, leaflets, X display rack advertising) with gifts, personnel guidance and product knowledge training, etc., we put the store For the three different demand levels of A, B and C, the area of ​​the A-level store is between 120-200 square meters, the area of ​​the B-class is between 220-300 square meters, and the area of ​​the C-class is 320 square meters. You can choose different store areas according to your own strength. Moreover, we take advantage of the diverse products, dealers can choose the right products according to the different needs of consumers, different styles, different brands can be matched with display sales.
Postscript: More than 20 years of lighting history, has produced a large number of well-known old brands, including many brands that once had a good time. However, in the ups and downs of the chase, many old brands have collapsed, and there are very few left. Nowadays, the old brands are familiar with Huayi, Shengqiu, Dongfang and Kaiyuan. However, in recent years, the old brand relies on the heavy brand history, and once again rejuvenated in the fiercely competitive lighting industry, and its development momentum has not diminished in the past, winning the ball is one of the representatives. We also expect that more old brands will be brilliant in the new situation.
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