[Source: LED Engineering's "LED lighting channel" 2013 the fourth period (total of 40) reporter / Zhou Jianhua]
Key words, high cost performance, cost control, product diversification, policy concessions, etc. are all “chewed†keywords, but they are from the “2013 China Good Products Tour Exhibition and Merchants Conference†on the speech of Laiwei Optoelectronics. And it is really displayed.
At the four-station tour conferences in Hangzhou, Changzhou, Nanjing and Linyi, many local dealers rushed to the booth of Levi's Optoelectronics to understand the products and policies. Some merchants also said that they have a long-term brand management concept, cost-effective and diversified products, and close proximity. Enterprises with market preferential policies have been searching for a long time, and today they are surprised. As General Manager Tan Jian said: "Joining Laiwei Optoelectronics - is the starting point of dreams!"
Hard to replicate
“From design, mold opening to finished product, even the power supply is independently developed by us. Although there are many Levi product lines, we can put an end to the perfunctory perfunctory, the unified style of the whole line of products, the market is difficult to copy and imitate. This is our core. One of the competitiveness.†General Manager Tan Jian introduced the core advantages that Laiwei can quickly grow and take root in the market.
It is understood that Laiwei Optoelectronics was established in 2006 with a registered capital of 10 million yuan. In just less than 6 years, it has created an annual sales of 150 million yuan, known as the "LED black horse."
At present, Laiwei has more than 10,000 square meters of production plants, more than 300 employees, and passed ISO9001:2008 quality management system certification; won the "2011 Guangdong LED industry top ten brands", "2012 China LED downstream most Honor of the top ten investment value enterprises.
In 2012, the company's global sales revenue reached 22 million US dollars, customers in South America, Europe, Australia, Southeast Asia, Russia and other places, and regional orders are evenly distributed, market risk is small. With a large number of export orders as the basis, the company has formed a strong production and research and development capabilities, and the scale effect is obvious.
At present, the most feared thing for LED dealers is to stock up. The most worrying thing is that the delivery is slow. Laiwei Optoelectronics has solved these two problems very well. “If the customer asks for a product to produce 50,000 sets, we will directly produce 100,000 sets. Because the channels are diversified, we don’t worry about the backlog of stocks. We can make a large number of stocks in the regular product factories. Even today, domestic customers need more than 10,000 sets of products. Shipped immediately to meet the fast shipping needs of customers." Tan Jian said.
As the saying goes: "Do not do domestic instability, not foreign is not strong." In 2011, Laiwei Optoelectronics began to enter the domestic market. In 2012, the high-tech LED tour activities progressed rapidly, and the sales of more than 20 million yuan were completed that year. The outlets are located in more than ten first-tier cities such as Hong Kong, Shenzhen, Shanghai and Taiyuan. Typical engineering cases include: Saudi FAYENDRA Jewelry Chain, Chaozhou 1986 Winery, Hong Kong Tongli Music, “Crossing Time and Space, Revealing Ancient Egypt†Civilization Exhibition.
"Our current domestic market is steadily advancing, and there are only two levels of agents, flat channels, and profit-making terminals. This year, we have developed new cost-effective products such as bulbs, candle bulbs and T8 tubes to quickly seize market share. Take the scale effect to the extreme."
Centennial brand dream
“I went to college to start a business and graduated immediately. The average age of our team is only 29 years old. Listing is our goal, but our dream is a hundred-year brand.†Speaking of the team and the dream, Tan Wei’s general manager Tan Jian’s passion .
LED is the new driving force for the new brand of lighting to push the industry forward. Young brands need to rely on vigor and innovation to open the market. The company establishes a brand dream, the purpose is to distinguish it from the rivals.
Throughout the current LED application lighting industry has more than 10,000 large and small enterprises, can be called the well-known LED brand has not really surfaced. This shows that many lighting companies are either busy transforming, or are not aware of the importance of brand effects, or do not know how to shape a brand, especially small and medium-sized enterprises, may only survive in the fierce competition, Innocent to see the road ahead.
"Of course, the brand's dream is not to stay in the slogan of emptiness, we will step into the camp, and implement it into product development and market policies." Tan Jian added.
According to Tan Jian, good products and multiple channels are effective strategies for manufacturers to win. On the one hand, classify existing channel resources, adopt different policies for dealers with different strengths, increase support for key customers and guide business, and help them establish database and terminal feedback information systems; on the other hand, Targeted penetration of the field channels in line with the positioning of enterprises and products, forming a three-dimensional channel model with circulation, direct operation and engineering as the mainstay, supplemented by network, experience hall and brand integrated store.
"For example, we have designed two options for the purchase mode: First, the agent purchases the goods according to the predetermined percentage of the first batch of purchases, and the second purchase price is made before the next purchase; first, the agent can also obtain the pre-inventory form. Agency rights, eliminate the pressure of cargo concerns. It can be said that the policies are tailor-made for the joint development and development of partners." Tan Jian said.
Representatives of dealers in Hangzhou and other places agree very much: "If the product quality is excellent, the design has different characteristics, and the marketing strategy is assisted, the merchants can earn a good reputation while earning profits, and naturally go all out to help the enterprise brand develop. market."
At the same time, Tan Jian emphasized that Laiwei Optoelectronics is particularly cautious about the technical development and after-sales service of LED products, because a large number of engineering orders are customized for non-standards. Without these two advantages, it is difficult to bring long-term brand benefits.
Key words, high cost performance, cost control, product diversification, policy concessions, etc. are all “chewed†keywords, but they are from the “2013 China Good Products Tour Exhibition and Merchants Conference†on the speech of Laiwei Optoelectronics. And it is really displayed.
At the four-station tour conferences in Hangzhou, Changzhou, Nanjing and Linyi, many local dealers rushed to the booth of Levi's Optoelectronics to understand the products and policies. Some merchants also said that they have a long-term brand management concept, cost-effective and diversified products, and close proximity. Enterprises with market preferential policies have been searching for a long time, and today they are surprised. As General Manager Tan Jian said: "Joining Laiwei Optoelectronics - is the starting point of dreams!"
Hard to replicate
“From design, mold opening to finished product, even the power supply is independently developed by us. Although there are many Levi product lines, we can put an end to the perfunctory perfunctory, the unified style of the whole line of products, the market is difficult to copy and imitate. This is our core. One of the competitiveness.†General Manager Tan Jian introduced the core advantages that Laiwei can quickly grow and take root in the market.
It is understood that Laiwei Optoelectronics was established in 2006 with a registered capital of 10 million yuan. In just less than 6 years, it has created an annual sales of 150 million yuan, known as the "LED black horse."
At present, Laiwei has more than 10,000 square meters of production plants, more than 300 employees, and passed ISO9001:2008 quality management system certification; won the "2011 Guangdong LED industry top ten brands", "2012 China LED downstream most Honor of the top ten investment value enterprises.
In 2012, the company's global sales revenue reached 22 million US dollars, customers in South America, Europe, Australia, Southeast Asia, Russia and other places, and regional orders are evenly distributed, market risk is small. With a large number of export orders as the basis, the company has formed a strong production and research and development capabilities, and the scale effect is obvious.
At present, the most feared thing for LED dealers is to stock up. The most worrying thing is that the delivery is slow. Laiwei Optoelectronics has solved these two problems very well. “If the customer asks for a product to produce 50,000 sets, we will directly produce 100,000 sets. Because the channels are diversified, we don’t worry about the backlog of stocks. We can make a large number of stocks in the regular product factories. Even today, domestic customers need more than 10,000 sets of products. Shipped immediately to meet the fast shipping needs of customers." Tan Jian said.
As the saying goes: "Do not do domestic instability, not foreign is not strong." In 2011, Laiwei Optoelectronics began to enter the domestic market. In 2012, the high-tech LED tour activities progressed rapidly, and the sales of more than 20 million yuan were completed that year. The outlets are located in more than ten first-tier cities such as Hong Kong, Shenzhen, Shanghai and Taiyuan. Typical engineering cases include: Saudi FAYENDRA Jewelry Chain, Chaozhou 1986 Winery, Hong Kong Tongli Music, “Crossing Time and Space, Revealing Ancient Egypt†Civilization Exhibition.
"Our current domestic market is steadily advancing, and there are only two levels of agents, flat channels, and profit-making terminals. This year, we have developed new cost-effective products such as bulbs, candle bulbs and T8 tubes to quickly seize market share. Take the scale effect to the extreme."
Centennial brand dream
“I went to college to start a business and graduated immediately. The average age of our team is only 29 years old. Listing is our goal, but our dream is a hundred-year brand.†Speaking of the team and the dream, Tan Wei’s general manager Tan Jian’s passion .
LED is the new driving force for the new brand of lighting to push the industry forward. Young brands need to rely on vigor and innovation to open the market. The company establishes a brand dream, the purpose is to distinguish it from the rivals.
Throughout the current LED application lighting industry has more than 10,000 large and small enterprises, can be called the well-known LED brand has not really surfaced. This shows that many lighting companies are either busy transforming, or are not aware of the importance of brand effects, or do not know how to shape a brand, especially small and medium-sized enterprises, may only survive in the fierce competition, Innocent to see the road ahead.
"Of course, the brand's dream is not to stay in the slogan of emptiness, we will step into the camp, and implement it into product development and market policies." Tan Jian added.
According to Tan Jian, good products and multiple channels are effective strategies for manufacturers to win. On the one hand, classify existing channel resources, adopt different policies for dealers with different strengths, increase support for key customers and guide business, and help them establish database and terminal feedback information systems; on the other hand, Targeted penetration of the field channels in line with the positioning of enterprises and products, forming a three-dimensional channel model with circulation, direct operation and engineering as the mainstay, supplemented by network, experience hall and brand integrated store.
"For example, we have designed two options for the purchase mode: First, the agent purchases the goods according to the predetermined percentage of the first batch of purchases, and the second purchase price is made before the next purchase; first, the agent can also obtain the pre-inventory form. Agency rights, eliminate the pressure of cargo concerns. It can be said that the policies are tailor-made for the joint development and development of partners." Tan Jian said.
Representatives of dealers in Hangzhou and other places agree very much: "If the product quality is excellent, the design has different characteristics, and the marketing strategy is assisted, the merchants can earn a good reputation while earning profits, and naturally go all out to help the enterprise brand develop. market."
At the same time, Tan Jian emphasized that Laiwei Optoelectronics is particularly cautious about the technical development and after-sales service of LED products, because a large number of engineering orders are customized for non-standards. Without these two advantages, it is difficult to bring long-term brand benefits.
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