The lighting on the product Hongzi Ang pointed directly to 2.5 billion (Figure)
In 2007, the product pointed to 250 million
From 50 million to nearly 100 million, to 120 million, from 2004 to 2006, the lighting on the product only took three years to complete the original accumulation that the average enterprise needs to complete in five, six years or even longer. In the fast-growing 2007, Pinshang Lighting targeted sales at 250 million, an increase of 108% over the previous year.
But at the new crossroads, the lighting on the product faces a new observation and expectation from the outside world, that is, how to get rid of the traces and shadows of NVC and take a new path of differentiation. Since the launch of the product lighting in 2004, the outside world has been concerned about whether it is using the NVC model. But the product must be a product with its own personality and characteristics, not a "replicated NVC."
This is a question that must be answered and made by Hong Ziang, the leader of the product. It can also be said to be a major decision on the future direction of lighting.
According to reports, the lighting of the product lighting environment design and the development of hidden channels as its business growth direction in 2007. According to Hong Ziang, in terms of light environment design, they will segment consumer groups and conduct different marketing methods for different consumer groups (such as clothing brand chains, schools, hotels, flower shops, etc.) and tailor-made lighting solutions. Program.
In terms of developing hidden channels, this year's products will still hold various annual conferences of designers, participate in various home improvement industry activities, and establish a reputation in the designer. The heavy purchase group such as designers is an area that every lighting company must develop, and the product is no exception.
However, if all engineering negotiations are carried out by the product headquarters, the dealer is only a product distribution and post-service role. This kind of work intensity is obviously unrealistic for the development of the product. Therefore, the product must cultivate and enhance the dealer's ability in lighting design. Incorporate education and training for dealers into the work plan for the lighting of 2007. They plan to invest no less than 1 million yuan for training, popularize the application knowledge of lighting products within the dealers, and improve their negotiating ability. The headquarters and dealers work together to open a good market situation.
On March 16th, the product sales conference of 2007 was held in beautiful Sanya. This dealer conference is a milestone for the product.
At the beginning of April, the lighting will increase the energy-saving lamps and other light source projects, further expand the product line, enhance the comprehensive competitiveness of the products, and increase the profit rate of the single store.
In May, Pinshang Lighting will relocate the new plant, and the plant area will exceed 20,000 square meters, which will further enhance and expand its production capacity, providing a favorable guarantee for the new leap of the lighting on 2007.
During the year, Pinshang Lighting will also focus on two major categories: LED and metal halide lamps, which are two essential categories for providing solutions to customers. This new development trend has further established a new direction for “providing solutions for consumer groupsâ€.
“Respect and reward each partner, achieve self, demonstrate value, respect and reward each partner, and achieve a win-win situation.†This is the corporate philosophy of lighting lighting customization, we look forward to the realization of lighting in 2007 The goal of winning everyone.
Taking the branding route is the line that he set when he created the lighting on the product. It has not changed in the past three years, and through brand communication and terminal communication, it has produced the effect of brand pulling demand and consumption. At the marketing summit, Hong Ziang reviewed the performance of Pinshang Lighting in 2006: First, the development of a product group led by electronic products, and laid the industry advantage and reputation of electronic products; Second, the differentiation of professional function lamps Developed support points and developed a series of hotel-specific downlights, shopping mall-specific brackets, spotlights, and metal halide lamps for clothing stores. The third is to adopt a new organizational structure and a new planning model to improve production efficiency and speed up the delivery. The fourth cycle is that the talent strategy enters the reserve and training stage, laying a talent foundation for future development; the fifth is that the “three powers separation†enters the procurement system, which provides the possibility for product cost reduction.
Hong Ziang also revealed to reporters for the first time that these tasks are all done around a central goal, that is, "to enter the first brand of commercial lighting within five years." In 2006, the results of lighting on the products proved that they are fully capable, capable and confident to achieve this goal.
2007: both inside and outside
The goal of Shining Lighting in 2007 was 2.5 billion. From 120 million to 250 million, the growth rate is over 100%, which seems to be a shame for the peers.
If you still use the traditional sales model and management mechanism, can you achieve this goal? Only by transforming and innovating can we have a way out to make new breakthroughs. At the Sanya Marketing Summit, General Manager Hong Ziang described the transformation of the lighting in 2007 to the dealers. Change is divided into two parts: internal change and external change.
The theme of internal change is: internal force reform, market-oriented operation, and budget management by various departments. China's lighting industry started relatively late compared to other mature industries, and the internal management mechanism is not perfect or even chaotic, which is one of the common problems of many lighting companies. There are often inconsistencies in departmental coordination, or disagreement, or separate division of labor, or unclear division of labor, or excessive management fees, which ultimately leads to no accountability and no consequences. The confusion of the management background directly affects the progress and strength of the sales front end. This problem lies in front of many companies.
This year, the practice of lighting on the product is: the R&D, production, administration, finance, marketing and other departments implement the cost budget and performance management mechanism. Within the scope of the cost budget, each department operates efficiently and at low cost around their respective work priorities. Exceeding part of the budget will be settled by the first responsible person of the department. The extra part of the budget will be used as the department's reward fund, which will be allocated by the department. Develop effective tracking, monitoring and tracking mechanisms between departments and departments, and impose strict penalties on backward departments.
This kind of market-oriented operation mode of budget management can effectively motivate the first responsible person of the department to do their best and be responsible for the department's work, and will encourage all departments to reduce operating costs and improve the efficiency and benefits of the department's employees.
From the perspective of enterprise management, market-oriented operations can reduce the overall cost of the enterprise. In the past two years, the rise in raw material prices has created enormous cost pressures for companies. Many companies have tried to reduce costs by purchasing low-cost raw materials, which in turn has led to a decline in product quality. In fact, the gross profit of the current product has reached a reasonable level. The space for supporting the profit by reducing the purchase price of raw materials is very limited, so it is more practical to reduce costs through management. Lighting on the spot realized this and put it into action in 2007. Change requires courage. Hong Ziang believes that the change will be passed, and the general rule will be the same. Therefore, the confidence in the lighting is determined to take this step.
Product sales elites gathered together
The theme of external change can be summarized as: market segmentation, intensive cultivation. Market segmentation includes functional segmentation, such as subdividing the marketing system department into professional channel promotion department, product management department, lighting design center, etc.; channel segmentation, subdividing consumer customer groups into specialty stores, business taste hotels, Targeted marketing for each type of consumer group, this is the focus of product lighting breakthrough in 2007; customer segmentation, in 2007, the cooperative customers are subdivided into various training levels, such as cultivating customers with annual sales of more than 10 million 5 8 companies, 5 million 5-20, 3 million, 50, etc., each level of customer will have a targeted training program.
The internal and external dual reforms will be the support point for Pinshang Lighting's 2007 goal of 250 million. Hong Ziang also told reporters that the lighting on the product will make long-term investment in the market, and 15% of the total turnover is planned to be used for market operation every year. He firmly believes that only a brand can be found. Direction: The performance of the "three steps"
From 2004 to 2006, it was the start-up and year of the lighting of the product; in 2007, it was the start-up year for the first brand of the lighting to create the commercial brand, and the brand operation entered a substantive year.
At the marketing summit, Hong Ziang revealed that the lighting on the product will be completed in three stages to achieve the grand goal of “building the first brand of Shangzhao†and even “the famous brand of the world.†The first phase is scheduled to be in 2007-2011. Through the differentiated operation mode, it will move toward the first brand of commercial lighting. The second phase is scheduled to be in 2011-2013. With the provision of commercial lighting products as the core, the related business will be gradually expanded. To ensure the absolute superiority of the first brand of commercial lighting in China. Among them, related business refers to value-added services related to commercial lighting, such as lighting design, lighting education college and other independent profit organizations, to achieve a diversified business structure based on lighting; the third stage is scheduled for 2013 - 2063, with 50 years Time to build a world-class famous business license brand, based in China, look to the world.
The strategic plan of more than 50 years shows the vision of the company on the lighting and the great ambition to be a century old.
Hong Ziang personal introduction:
Male, Anhui, MBA from Columbia University, is currently the general manager of Zhongshan Pinshang Lighting Co., Ltd. At the beginning of 1999, he entered NVC and served as regional manager, office director, marketing director and development director. He led the team to establish the first store of NVC Lighting, the NVC Shenyang store, and its sales performance increased year by year. . Founded in early 2004, Zhongshan Pinshang Lighting Co., Ltd., in just over two years, has become one of the most powerful competitors in NVC lighting in commercial lighting. The annual sales of lighting on the product rose from tens of millions in 2004 to nearly 100 million in 2005, with a growth rate of more than 100%.
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