[Text|High-tech LED reporter Xiong Yuheng] Jiamei will divide its LED transformation into two steps: firstly, complete the transformation of production and manufacturing, including establishing production base, perfecting product line, increasing investment in R&D center and LED laboratory; secondly, completing marketing System transformation, help dealers transform and establish LED lighting brand.
Four advantages help transition <br> <br> choice as the fourth generation light source, LED lighting will replace traditional lighting become the mainstream lighting, select the transition to LED lighting has become the only way traditional lighting companies, Kamei Nature is no exception.
In Zhou Shuiming's view, LED lighting is not only a transformation, its mission is to completely replace traditional lighting, so it is said that the revolution is more appropriate, and he firmly believes that LED lighting will change the current traditional lighting market.
Since 2010, Jiamei has started to set up LED business unit and LED technology research and development center. In the past three years, Jiamei has made breakthroughs in product development, technology innovation, engineering channels and distribution channels. Zhou Shui-ming attributed these developments to the four innate advantages that Jiamei has in transforming LED lighting:
The first is Jiamei culture. As the saying goes, "the ship is difficult to turn around", many traditional lighting companies in the process of transformation, due to the concept of self-restraint, or the differences between the boards, it is difficult to reach a consensus, resulting in a slow transition.
"On the road of LED transformation of Jiamei, Jiamei's entire team showed high recognition and trust in the company's transformation LED industry. There is no divergence of ideas at all. This plays a decisive role in the rapid transformation of Jiamei." Zhou Shuiming believes that this It is the result of the accumulation of Jiamei culture. Because of this, Jiamei can quickly condense a large number of like-minded, industrial chain partners who are committed to common goals with a "empty cup zero" mentality, positioning accurately, and rapidly integrating resources to achieve transformation.
Second is the manufacturing advantage. In Zhou Shuiming's view, the manufacturing capability of LED lighting companies is not only to quickly respond to and solve order problems, but also to research and develop LED lighting technology, and to seamlessly interface customization and production. Compared with traditional lighting, LED lighting is more important for technology and cost control. LED lighting requires technological innovation, requires stable quality, and development relies more on the use of “fast tacticsâ€.
Jiamei has accumulated and precipitated in the lighting industry for 29 years, and Jiamei has always insisted on building manufacturing advantages as the cornerstone of the company's development, and continuously improved its product technology and manufacturing scale. “Currently, Jiamei’s manufacturing advantage has not only solved the customer’s trust problem, but also played a good transition role in the initial stage of the company’s transformation LED.â€
Again is the channel advantage. LED lighting companies must develop rapidly and channel construction is critical. In Zhou Shui-ming's view, the current channel construction of LED companies is very lagging behind, including many listed companies and very strong national prefix enterprises. Although they have the technical and financial strength, they still cannot open the market gap. The problem is that the channel construction is very big. The problem, the lack of channel pain has become a lingering shadow for many companies entering the LED lighting industry.
In contrast, after years of channel expansion, Jiamei has established a sound channel network and a healthy channel customer relationship. Because of these resources, Jiamei's LED lighting can quickly enter the market. When others are paving, Jiamei has been optimizing, upgrading and adjusting the channels. The good channels are scarce resources and become the guarantee for the rapid development of Jiamei LED.
Final strategic decision. According to Zhou Shuiming, in the early stage of the transformation in 2010, the board of directors of Jiamei set the development of LED as the strategic focus of the company for the next 10 years. Next, it invested a large amount of funds to lay out the product line of LED lighting, upgraded the LED test equipment to relevant laboratories, and established LED modernization. Production workshop and construction of Jiamei's 120,000 square meters modern industrial park.
"We can be regarded as a strong man's broken wrist. In the past three years, we have given up a lot of orders. We have done a lot of work to help Jiamei dealers to properly reduce the inventory of business photos, but now it seems worthwhile." Zhou Shuiming said that currently Jiamei is guiding The transformation of channel dealers provides maximum support to dealers selling Jiamei LED lighting products, including the company's increase in inventory, price adjustment, short-term credit application and LED engineering credit.
Clear brand positioning <br> <br> in traditional lighting, Kamei's business according to well-known brand, and in the field of LED lighting, Jiamei Xi hope to become the first brand LED lighting applications.
“The market positioning of the company is different, and the positioning and focus of the products will naturally be different. Jiamei has accumulated decades of commercial lighting and has a certain brand awareness. The current LED commercial lighting growth rate is also the fastest.†Jiamei will follow the positioning of traditional commercial lighting, focusing on cost-effective LED commercial lighting and engineering lighting.
According to Zhou Shuiming, most of Jiamei's LED lighting revenues come from commercial and engineering lighting. Therefore, Jiamei's brand strategy is to establish a reputation in the commercial field with high-end brand positioning, and to create a strong brand influence. With the gradual improvement of consumer awareness, it is gradually promoted to civilian lighting.
It is understood that Jiamei currently launches two brands for different channels, one is the original retail “Jiamei†brand, and the other is the new “Monfina†brand, targeting more high-end engineering channels.
In Zhou Shui-ming's view, "brand building is a simple, long-term, and recurring system work. The more complicated the brand building is, the more money people spend, and the effect will not be good."
He also said that the LED lighting industry is less concerned, and the brand building needs to go from high to low. It is a process of continuous construction and continuous input and continuous output. It is difficult to establish in the short term.
At the same time, he also incorporated brand positioning, product construction, channel construction, publicity and promotion, influence building, brand management and other elements into Jiamei's brand planning, and proposed the “seven-sword strategy†of brand building, hoping to bring Jiamei brand in a short period of time. The prototype is established. “In general, the construction of Jiamei LED brand will make use of the favorable platform of traditional lightingâ€.
Of course, the brand is difficult to create a clear product positioning. Previously, many lighting companies used low prices to seize the market, hoping to form a "pre-emptive" concept, to seize the market while completing their own brand. In Zhou Shui-ming's view, this product positioning of the company is not a positioning in a strict sense, but a performance of market utilitarianism and a short-term behavior.
Zhou Shui-ming said that for many companies, the response of current orders is obviously more important than the positioning of enterprises. This development strategy of the development of the husband is understandable. However, most of this method needs to sacrifice the brand image and sacrifice the future development. Even if it can survive, it is also a lot of “Live aliveâ€. It is difficult to have long-term development, let alone create a strong lighting brand.
Of course, positioning is not a simple pricing, nor can it be said that the whole middle and high end can seize the market, unless it is firmly in the market position in the high-end or low-end, otherwise, the low end will shake to the high end one day, otherwise Also.
And actively guide channel upgrade <br> <br> traditional lighting manufacturers can really quickly cut into the LED field, guide channels upgrade is very important and very difficult part, the importance of self-evident.
At the beginning of the transformation, many dealers lacked understanding of LEDs and risk awareness; they were not familiar with the specific operation of LED products, and they were looking for manufacturers; they did not dare to make inventory, worried about the loss of LED products, and there was doubt about LEDs, especially Technology and quality. Therefore, some dealer LEDs still maintain the attitude of testing water, and dare not carry out large-scale promotion.
"Currently, LED companies will focus on the business and engineering fields, but in the future, home lighting is also the most important application market. Enterprises must seize the opportunities and fully prepare for the market structure before reconstruction." Zhou Shuiming said .
In response to the upgrade of the channel, Jiamei has done a lot of measures to deal with it. First of all, education is the guide, and it is emphasized to the channel dealers that the transformation of LED is the prerequisite for the continuation of its lighting business, which determines his future position in the lighting channel. Secondly, he trains dealers and teams to strengthen LED industry trends and product knowledge.
The third use of policy levers to increase the inventory of dealer LED products, not hesitate to reduce the inventory of business licenses and price adjustments; the fourth to promote the LED products to sample and display, Jiamei LED all items must be fully displayed; the fifth focus of promotion work To new product promotion and supervision and channel activities.
"As of now, Jiamei's distribution channel not only guarantees the sales but also provides information for the development of Jiamei. Their successful transformation is the booster for Jiamei LED lighting." Zhou Shui-ming said that with the gradual transformation of the channel, Jiamei also used LED to adjust certain markets, and also put forward several major requirements for the new Jiamei dealers:
First: the integration of corporate culture is the demarcation point of business cooperation or career development; second: independent professional LED display is an indispensable publicity window for Jiamei LED brand; third: sufficient working capital and professional management team is The cornerstone of the rapid development of Jiamei LED lighting; Fourth: the engineering ability of channel dealers is an important supplement to sales growth.
At present, many LED companies use price advantage to infiltrate the distribution system of traditional lighting enterprises, causing counterattacks from traditional enterprises, and even introducing “channel cleaning†policies to eliminate dissidents and stabilize their dealer systems.
In Zhou Shui-ming's view, this low-price strategy is difficult to have continuity, especially those companies that are low-priced and whose sales have not met expectations. The days will be very tough. "The sales volume is not a simple 1+1, the product increases, the price decreases, and the sales volume can continue to increase, which has a great relationship with the company's physique."
Zhou Shui-ming mentioned that whether it is traditional lighting or other industries, companies that use the market based on industry segmentation tend to have a good reputation. At least at present, the enterprises in the LED industry are doing both upstream and downstream, and their competitiveness and market performance are rather unsatisfactory. Whether it is a channel or a brand, it is exclusive, which is a must-have for all lighting companies.
"At present, many dealers of traditional lighting will choose to represent other people's brands. To a large extent, enterprises have not upgraded their products and channels on the road of transformation, or the product lines are not rich enough, or the price is not high enough."
Indeed, businessmen are profit-seeking. The so-called dealer loyalty is related to whether they can make money and how much money they earn. In the dealer's view, as long as it is a brand that can make money, it is a real good brand.
Four advantages help transition <br> <br> choice as the fourth generation light source, LED lighting will replace traditional lighting become the mainstream lighting, select the transition to LED lighting has become the only way traditional lighting companies, Kamei Nature is no exception.
In Zhou Shuiming's view, LED lighting is not only a transformation, its mission is to completely replace traditional lighting, so it is said that the revolution is more appropriate, and he firmly believes that LED lighting will change the current traditional lighting market.
Since 2010, Jiamei has started to set up LED business unit and LED technology research and development center. In the past three years, Jiamei has made breakthroughs in product development, technology innovation, engineering channels and distribution channels. Zhou Shui-ming attributed these developments to the four innate advantages that Jiamei has in transforming LED lighting:
The first is Jiamei culture. As the saying goes, "the ship is difficult to turn around", many traditional lighting companies in the process of transformation, due to the concept of self-restraint, or the differences between the boards, it is difficult to reach a consensus, resulting in a slow transition.
"On the road of LED transformation of Jiamei, Jiamei's entire team showed high recognition and trust in the company's transformation LED industry. There is no divergence of ideas at all. This plays a decisive role in the rapid transformation of Jiamei." Zhou Shuiming believes that this It is the result of the accumulation of Jiamei culture. Because of this, Jiamei can quickly condense a large number of like-minded, industrial chain partners who are committed to common goals with a "empty cup zero" mentality, positioning accurately, and rapidly integrating resources to achieve transformation.
Second is the manufacturing advantage. In Zhou Shuiming's view, the manufacturing capability of LED lighting companies is not only to quickly respond to and solve order problems, but also to research and develop LED lighting technology, and to seamlessly interface customization and production. Compared with traditional lighting, LED lighting is more important for technology and cost control. LED lighting requires technological innovation, requires stable quality, and development relies more on the use of “fast tacticsâ€.
Jiamei has accumulated and precipitated in the lighting industry for 29 years, and Jiamei has always insisted on building manufacturing advantages as the cornerstone of the company's development, and continuously improved its product technology and manufacturing scale. “Currently, Jiamei’s manufacturing advantage has not only solved the customer’s trust problem, but also played a good transition role in the initial stage of the company’s transformation LED.â€
Again is the channel advantage. LED lighting companies must develop rapidly and channel construction is critical. In Zhou Shui-ming's view, the current channel construction of LED companies is very lagging behind, including many listed companies and very strong national prefix enterprises. Although they have the technical and financial strength, they still cannot open the market gap. The problem is that the channel construction is very big. The problem, the lack of channel pain has become a lingering shadow for many companies entering the LED lighting industry.
In contrast, after years of channel expansion, Jiamei has established a sound channel network and a healthy channel customer relationship. Because of these resources, Jiamei's LED lighting can quickly enter the market. When others are paving, Jiamei has been optimizing, upgrading and adjusting the channels. The good channels are scarce resources and become the guarantee for the rapid development of Jiamei LED.
Final strategic decision. According to Zhou Shuiming, in the early stage of the transformation in 2010, the board of directors of Jiamei set the development of LED as the strategic focus of the company for the next 10 years. Next, it invested a large amount of funds to lay out the product line of LED lighting, upgraded the LED test equipment to relevant laboratories, and established LED modernization. Production workshop and construction of Jiamei's 120,000 square meters modern industrial park.
"We can be regarded as a strong man's broken wrist. In the past three years, we have given up a lot of orders. We have done a lot of work to help Jiamei dealers to properly reduce the inventory of business photos, but now it seems worthwhile." Zhou Shuiming said that currently Jiamei is guiding The transformation of channel dealers provides maximum support to dealers selling Jiamei LED lighting products, including the company's increase in inventory, price adjustment, short-term credit application and LED engineering credit.
Clear brand positioning <br> <br> in traditional lighting, Kamei's business according to well-known brand, and in the field of LED lighting, Jiamei Xi hope to become the first brand LED lighting applications.
“The market positioning of the company is different, and the positioning and focus of the products will naturally be different. Jiamei has accumulated decades of commercial lighting and has a certain brand awareness. The current LED commercial lighting growth rate is also the fastest.†Jiamei will follow the positioning of traditional commercial lighting, focusing on cost-effective LED commercial lighting and engineering lighting.
According to Zhou Shuiming, most of Jiamei's LED lighting revenues come from commercial and engineering lighting. Therefore, Jiamei's brand strategy is to establish a reputation in the commercial field with high-end brand positioning, and to create a strong brand influence. With the gradual improvement of consumer awareness, it is gradually promoted to civilian lighting.
It is understood that Jiamei currently launches two brands for different channels, one is the original retail “Jiamei†brand, and the other is the new “Monfina†brand, targeting more high-end engineering channels.
In Zhou Shui-ming's view, "brand building is a simple, long-term, and recurring system work. The more complicated the brand building is, the more money people spend, and the effect will not be good."
He also said that the LED lighting industry is less concerned, and the brand building needs to go from high to low. It is a process of continuous construction and continuous input and continuous output. It is difficult to establish in the short term.
At the same time, he also incorporated brand positioning, product construction, channel construction, publicity and promotion, influence building, brand management and other elements into Jiamei's brand planning, and proposed the “seven-sword strategy†of brand building, hoping to bring Jiamei brand in a short period of time. The prototype is established. “In general, the construction of Jiamei LED brand will make use of the favorable platform of traditional lightingâ€.
Of course, the brand is difficult to create a clear product positioning. Previously, many lighting companies used low prices to seize the market, hoping to form a "pre-emptive" concept, to seize the market while completing their own brand. In Zhou Shui-ming's view, this product positioning of the company is not a positioning in a strict sense, but a performance of market utilitarianism and a short-term behavior.
Zhou Shui-ming said that for many companies, the response of current orders is obviously more important than the positioning of enterprises. This development strategy of the development of the husband is understandable. However, most of this method needs to sacrifice the brand image and sacrifice the future development. Even if it can survive, it is also a lot of “Live aliveâ€. It is difficult to have long-term development, let alone create a strong lighting brand.
Of course, positioning is not a simple pricing, nor can it be said that the whole middle and high end can seize the market, unless it is firmly in the market position in the high-end or low-end, otherwise, the low end will shake to the high end one day, otherwise Also.
And actively guide channel upgrade <br> <br> traditional lighting manufacturers can really quickly cut into the LED field, guide channels upgrade is very important and very difficult part, the importance of self-evident.
At the beginning of the transformation, many dealers lacked understanding of LEDs and risk awareness; they were not familiar with the specific operation of LED products, and they were looking for manufacturers; they did not dare to make inventory, worried about the loss of LED products, and there was doubt about LEDs, especially Technology and quality. Therefore, some dealer LEDs still maintain the attitude of testing water, and dare not carry out large-scale promotion.
"Currently, LED companies will focus on the business and engineering fields, but in the future, home lighting is also the most important application market. Enterprises must seize the opportunities and fully prepare for the market structure before reconstruction." Zhou Shuiming said .
In response to the upgrade of the channel, Jiamei has done a lot of measures to deal with it. First of all, education is the guide, and it is emphasized to the channel dealers that the transformation of LED is the prerequisite for the continuation of its lighting business, which determines his future position in the lighting channel. Secondly, he trains dealers and teams to strengthen LED industry trends and product knowledge.
The third use of policy levers to increase the inventory of dealer LED products, not hesitate to reduce the inventory of business licenses and price adjustments; the fourth to promote the LED products to sample and display, Jiamei LED all items must be fully displayed; the fifth focus of promotion work To new product promotion and supervision and channel activities.
"As of now, Jiamei's distribution channel not only guarantees the sales but also provides information for the development of Jiamei. Their successful transformation is the booster for Jiamei LED lighting." Zhou Shui-ming said that with the gradual transformation of the channel, Jiamei also used LED to adjust certain markets, and also put forward several major requirements for the new Jiamei dealers:
First: the integration of corporate culture is the demarcation point of business cooperation or career development; second: independent professional LED display is an indispensable publicity window for Jiamei LED brand; third: sufficient working capital and professional management team is The cornerstone of the rapid development of Jiamei LED lighting; Fourth: the engineering ability of channel dealers is an important supplement to sales growth.
At present, many LED companies use price advantage to infiltrate the distribution system of traditional lighting enterprises, causing counterattacks from traditional enterprises, and even introducing “channel cleaning†policies to eliminate dissidents and stabilize their dealer systems.
In Zhou Shui-ming's view, this low-price strategy is difficult to have continuity, especially those companies that are low-priced and whose sales have not met expectations. The days will be very tough. "The sales volume is not a simple 1+1, the product increases, the price decreases, and the sales volume can continue to increase, which has a great relationship with the company's physique."
Zhou Shui-ming mentioned that whether it is traditional lighting or other industries, companies that use the market based on industry segmentation tend to have a good reputation. At least at present, the enterprises in the LED industry are doing both upstream and downstream, and their competitiveness and market performance are rather unsatisfactory. Whether it is a channel or a brand, it is exclusive, which is a must-have for all lighting companies.
"At present, many dealers of traditional lighting will choose to represent other people's brands. To a large extent, enterprises have not upgraded their products and channels on the road of transformation, or the product lines are not rich enough, or the price is not high enough."
Indeed, businessmen are profit-seeking. The so-called dealer loyalty is related to whether they can make money and how much money they earn. In the dealer's view, as long as it is a brand that can make money, it is a real good brand.
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