Background: The 10th China·Guzhen International Lighting Fair & LED Application Exhibition (referred to as “Light Expoâ€) kicked off on October 18, 2011 at the Guzhen Lighting Plaza in Zhongshan City. The exhibition will last from October 18th to 21st. During the four-day period, a total of 624 companies participated. Since the first light fair was held in 1999, Guzhen has been the 10th this year. The theme of this year’s Expo is “Let the lights be brighter and the lights are greenerâ€, highlighting the three elements of green, creativity and culture. The main push for green industry upgrades, LED companies accounted for half of the entire show. Pacific Home Network provides you with the latest information on the show and invites top executives to conduct interviews. The following is the details of the interview.
Interviewer: Zhang Yafeng, Director of Huayi Lighting Brand
Interviewer: Pacific Home Network reporter Chen Liru
[Pacific Home Network Reporter]: Mr. Zhang, your initial impression is to engage in art, elegant hair, fashion dress, why do you choose the lighting industry?
Hua Yi Lighting Brand Director Zhang Yafeng
[Zhang Yafeng]:: People living in the lighting industry are happy. Light and shadow are originally an art, and lighting is a highly difficult art. The wind is light and light, and the products are made, the understatement is done as marketing, the quality of the whim is grasping, and the brand is pushed openly. Everything is like poetic harmony. This industry gives me such an artistic and noble feeling, so I like this industry and I will stay in this industry.
[Pacific Home Network Reporter]: Many home appliance companies, like TCL and Midea, are involved in the lighting and lighting industry. What impact do you think this has on the lighting industry?
[Zhang Yafeng]: From 1999 to 2009, it was the golden decade of rapid growth of China's lighting industry. During this period, the lighting industry reached more than 10,000 enterprises, with annual sales reaching 230 billion yuan, of which exports reached 16.2 billion US dollars. Faced with such a tempting cake, some well-known home appliance companies have also competed in this game. TCL was involved in the lighting industry as early as 2000. In 2004, TCL brought the overall listing of Yuwei, and the “Dragon and Tiger Plan†came into being. In May 2010, Midea launched a national promotion campaign to promote the promotion of the home appliance industry. To the lighting market... These have sounded an alarm for traditional lighting companies, do not change the market strategy, and follow the old road will only be ruthlessly eaten. Entering this industry will definitely increase competition in the industry, forcing more companies in the industry to improve product technology and quality, change market strategies, increase brand investment, and make the industry's cells active. It is no longer a simple imitation. It is the old-fashioned, but it has added more creative and innovative elements, which is of great benefit to improving the competitiveness of the whole industry, allowing the industry to develop in depth and better serve consumers.
[Pacific Home Network reporter]: In the lighting lighting industry, sometimes you will find that several brands of lights are the same style, how do you understand this phenomenon?
[Zhang Yafeng]:: Homogenization is inevitable in every industry, but compared with other industries, the homogenization of the lighting industry is more serious. The homogenization of this industry is everywhere, there is no secret. . The homogenization of styles makes the newly developed products eclipsed; OEM production, dozens of brands come from the same production line, so that the so-called technical barriers easily collapse; the homogenization of marketing means, let the regional managers and managers in each city Salesperson, promote different brands in the same language. What will the cruel and fierce homogenization competition bring? It goes without saying that the price war is the last two losses. Those companies that lack innovation and are not strong enough will be ruthlessly eliminated. Only for the actual situation of the enterprise, the scientific tailor-made road suitable for its own development, the path of differentiation and innovation development is the best way to get out of the homogenization shadow.
[Pacific Home Network Reporter]: Now many companies implement multi-brand strategy to occupy the market. What factors do you think a company's multi-brand operation depends on?
[Zhang Yafeng]:: Multi-brand operation has a relationship with the positioning of a company. Positioning is first of all a strategic and directional problem. If the company does not make a correct and reasonable positioning, it will be like a ship without a compass. Lost in the sea, never reach the destination. At present, there are not many enterprises that actually realize multi-brand operation in the lighting and lighting industry. Some enterprises have a vague market position, conflicts between sub-brands, and similar product lines. Not only are the core competitiveness insufficient, but also the internal friction between brands and brands. Especially in the field of European lamps, there are a lot of fish and dragons, and there are many speculators. The plagiarism and imitation are serious. Once they encounter the winter of the industry, they will fall into these enterprises. Do not want multi-brand operation, how to operate, how to deal with the relationship between brands, only the correct understanding of themselves, reasonable positioning of the market and brand, is the right multi-brand operation.
[Pacific Home Network Reporter]: What is the performance of Huayi so far this year, and what kind of expectations did it have before?
[Zhang Yafeng]:: Huayi is a large group company with multiple brands and multiple industries. This year our group has reached the target of this year, and the gold sales season of the first one has also achieved a great deal. In the future, we will increase market input and increase brand promotion and promotion. I believe that 125% of the results will be no problem.
[Pacific Home Network Reporter]: Ok, thank you for accepting an interview with our Pacific Home Network.
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