General Manager Chen Xiangrong (first from left) and Li Ruizhen, business consultant of Aladdin Lighting Network
General Manager Chen Xiangrong accepted an interview with Aladdin Lighting Network reporter
I believe that many people want to know how small and medium-sized lighting companies in the enterprise survive and develop. Especially in the winter of this lighting industry. With this question, on October 22, 2008, a group of Aladdin Lighting Network came to Guangzhou Tianhe Liangli Electronic Lighting Factory to interview Chen Xiangrong, general manager of Liangli Lighting, let him tell us the answer.
Reporter: Since some people don't know your company very well, can you tell us which areas your company's products are mainly focused on? What are the characteristics and advantages of the products?
Mr. Chen: Guangzhou Liangli De Electronic Lighting Factory produces LED photoelectric series application products, which are used in advertising lighting and decorative lighting. Our company's patented product - LED flexible neon is a special transparent or color transparent PVC plastic and special ultra-high brightness light-emitting diode (LED), produced by the unique patented light mixing technology, with similar glass tube neon lights A new plastic hose lamp with continuous illumination. It combines LED long service life, energy saving, low voltage safety, rich color, ultra high brightness, solid cold light source, green environmental protection, and plastic hose lamp flexible and flexible, easy to install, impact resistant, not easy to break, easy to transport It is an ideal substitute for the traditional glass tube neon lamp that was invented and extended to the present in the last century. It is a common plastic hose that has been widely used in recent years and has not been able to achieve a linear continuous luminous effect. The lights brought a revolutionary breakthrough.
Reporter: Is your company's products mainly for the domestic market or for export?
Mr. Chen: Our company's products are mainly exported. The products are sold well in Europe, South and North America, Australia, Southeast Asia, and the sales volume is relatively average. Last year, we started to develop domestic market
Reporter: In the process of starting a business, what are the difficulties encountered by Liangli and how to overcome difficulties?
Mr. Chen: The difficulty in the initial stage of entrepreneurship is indeed quite large. Like other foreigners who have encountered the same problems in Guangdong, capital, products and sales are a challenge. For those who entered the lighting industry in 1993, it was a bit late to start a business in 2005. Therefore, we target high-end products and use their own technological innovations to make up for the shortcomings of the latecomers. At the same time, unlike most of our peers' entrepreneurial practices, we have established a management and development team of more than 30 people, including nearly 10 electronics and mechanical engineers, in a very short time, even if we face a lot of strength than ourselves. A lot of competitors, Liang Lide also quickly emerged from the peers.
Reporter: In the context of the global economic depression and high raw material prices, has the lighting industry entered the winter? What is the impact of this situation on your company? What kind of measures does your company take?
Mr. Chen: In the winter of the industry, we do not agree with this statement. Although the global economic crisis, domestic macro-control, rising material costs and the appreciation of the renminbi have a little impact on the export of our products, the impact is not significant. In fact, this is inseparable from our company's strategy and services. In terms of products, we are actively developing new products. For example, at the Guangzhou International Lighting Exhibition in June this year, we have exhibited 20 mm diameter full waterproof LED neon lights, and no similar products have been found. Next year, we will enter the field of office lighting and commercial lighting. In the end, our products will go into indoor lighting. In terms of sales, we stabilize prices by expanding production and enriching our products. In the case of high material prices, the price of our products does not have to rise. In terms of after-sales service, we serve our customers with good after-sales service. If a product has a problem, the customer does not need to send the product back, take a photo directly to us, we immediately send a new product to the customer. As for the freight, it is also borne by our company. We believe that this period is an opportunity for us. We are not blindly pursuing production and profits, but actively grasping quality management and research and development of new products. In the period of market bleak, we will have the power to accumulate. When the market turns warm, we will have a leap-forward development. It is precisely because of our series of strategies and services that we are steadily moving forward in this industry in the winter.
Reporter: What do you think will be the trend of the lighting industry in 2009?
Mr. Chen: First of all, we believe that products must be professional and rich. In 2009, those companies that rely on price wars will gradually disappear. There will be many such enterprises in the ancient town closed. Because we are dealing with dealers and contractors, we need industry-leading products, support and continuous introduction of new products to strive for the promotion of new products with distinctive features. Customers are not interested in price, but quality. In the second half of this year and next year, LED will go deep into office and commercial lighting. I believe that many of these products will be launched in Guangzhou in 2009.
Reporter: What is your company's product development in 2009?
Mr. Chen: In 2009, we will also develop office lighting and commercial lighting products while enriching the LED neon series. In office lighting, we will develop soft-light LED products while enabling wireless dimming. In the design of office lighting, we will do not see the light source.
Reporter: What are your company's marketing and sales strategies in 2009?
Mr. Chen: Our company is an entrepreneurial company, so we are pushing products and pushing brands. At the same time, we attach great importance to brand building. For example, the unified planning of our product name, trademark, website, and company name makes it easy for our customers to remember and find us. We have always attached importance to the Guangzhou International Lighting Exhibition. Since 2007, we have participated in one standard booth and two standard booths in 2008. At the Guangzhou International Lighting Exhibition in 2009, we reserved a booth of 72 square meters. At that time, we will showcase our new products in two major categories. At the same time, I attach great importance to the promotion of the Internet, especially on the promotion of Aladdin Lighting. I think that online marketing is a trend. Network promotion has gradually gained the attention of everyone. SMEs should make good use of the online platform to promote their products and brands at home and abroad. I have a lot of customers who are finding us through the internet. Aladdin Lighting Network focuses on lighting and integrates the exhibitors and buyers of the lighting exhibition. I think this is very good. The website has a wide range of resources and is also very professional.
Reporter: Thank you, Mr. Chen for accepting our interview with Aladdin Lighting Network. We will try our best to do better.
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