Last year, the media reported on the entrepreneurial market of Changsha dumb lighting chain general manager Bao Jianxin. As a deaf person, he can work hard in the lighting industry for many years and can find his own in the increasingly competitive business field. It’s not easy to come to the world in Changsha’s lighting industry. Last year, Bao Jianxin opened the dumb bar lighting chain to the northeastern Jilin, kicking off the prelude to enter the country. This year has passed the first half of the year. What has Baojianxin done? What is his action in the second half of the year? A few days ago, our reporter interviewed him again.
Open ten chain stores this year
Reporter: Recently, the dumb bar lighting Changsha Nanhu Market Chain Second Store has successfully opened, please briefly introduce the situation of the store.
Bao Jianxin: Dumb Bar Lighting Changsha Nanhu Chain Second Store is opened under market demand. It is located on the second floor of Nanhu Lighting Supermarket. It covers an area of ​​258 square meters and mainly operates European style, European modern minimalist style and American pastoral style crystal lamp. It is complemented by modern lighting such as Xinteli, Shengli, Dragon Ball and so on. Since its opening in March this year, it has achieved good sales results, adding a number of brands and more than 300 styles, which greatly enriched the home life lighting culture of the Nanhu market and even the Changsha lighting industry, and brought the entire business environment to the forefront.
Reporter: Last year, the dumb bar lighting has opened a chain store in Jilin. What new plans and developments have been made to establish chain stores nationwide this year?
Bao Jianxin: The dumb bar lighting chain always grasps the principle of “stable operation and quality firstâ€. It does not pursue the number of franchise chain stores, and requires each store to obtain large profits. We are doing this for the franchisees. This year we are preparing to develop 10 chain stores nationwide. Some merchants in Xi'an, Tianjin and some prefecture-level cities in Hunan Province expressed their interest and willingness to join. National investment promotion is still under planning. We also welcome merchants from all over the world to contact us to promote the brand of “Dumb Lighting Chainâ€.
Packing your own label
Reporter: We have noticed that the dumb lighting chain is not limited to which brand to operate. The main products are carefully selected according to market demand. What are the requirements for selecting products? What are the expectations for manufacturers? Why not choose a brand to join the chain?
Bao Jianxin: Yes. Now the market is too fast, and our products are updated very fast. I personally go to the ancient town every month to choose the appropriate lamps for the dumb bar lighting chain. Now the speed at which manufacturers develop new products is still too slow, and it does not necessarily coincide with our business ideas, so we try our best to choose lighting fixtures, which is also easy to grasp the initiative of distribution. We need simple and fashionable modern lighting to cater to the different levels of consumer demand of different customers. At the same time, the quality requirements of the manufacturers are very high. Each time an order contract is signed, the quality items and packaging requirements are indicated. For the brand franchise chain in addition to the new Teli, other brands franchise chain because some lighting products do not meet the market demand, and the product has a homogenization tendency, and the product development progress is slow, so we rarely choose to join the manufacturer brand chain.
Reporter: At the scene of the dumb bar lighting chain store, I found an interesting thing, that is, every product sold, the label of the "dumb bar lighting chain" is attached to the outer packaging, which also surprised many customers. It is also a feature of the dumb bar lighting chain. Excuse me, what are the special features of the dumb bar lighting chain?
Bao Jianxin: This is one of our brand image promotion techniques, which is conducive to consumers to separate us from other stores, and also allows consumers to leave our brand image in mind, to facilitate word-of-mouth communication. The dumb bar lighting chain is not only unique in its products, but also has its own unique characteristics in terms of business methods and brand promotion. Labeling is only the initial practice of our brand image. In the future, there will be more flexible forms of publicity, which will make our brand image of “dumb lighting chain†more prominent, and the influence will gradually increase.
Take the characteristic chain road
Reporter: Merchants opening chain stores, especially national chain stores, must have their own requirements and systems. What are the requirements for the dumb bar lighting chain? How to choose a franchisee?
Bao Jianxin: The dumb bar lighting chain is a national pilot at this stage, and the large-scale franchise has not yet fully developed. As far as our thinking is concerned, we must go steady and go well. The pursuit is to open a family and make a profit. The number of franchises is important, but we pay more attention to the quality of joining. First of all, whether this market of franchisees is worthy of joining, whether the ideology of franchisees is unified with us, whether they have the sense of responsibility and service. For example, we require a chain store to arrange at least 2-3 deaf-mute people to work. These reflect the social responsibility and public welfare of the dumb bar lighting chain. The dumb bar lighting chain has its own institutional rules. In fact, we are small businesses, big chains, although the strength of the dumb bar lighting chain is not comparable to Liang Meijia, Zhejiang League, etc., but we have their own characteristics, taking the road of characteristic chain.
Reporter: Do you think that the merchants set up lighting chain stores and establish chain stores with manufacturers? What is the difference? What other aspects are interoperable and can be learned from each other?
Bao Jianxin: We insist that some lighting products must conform to the style that dumb bars have consistently adhered to. Even new products developed by brand manufacturers, new styles, should be included in our product style and business style. The dumb bar lighting chain has its own unique corporate culture and its own special marketing methods. The dumb bar lighting chain is a small chain. It is based on the management style of the product style and the chain of management culture. It is a chain of identity and the chain is flexible. The chain of manufacturers is a chain of brands, a single, fixed chain, and a strong chain. Some advanced marketing management methods for manufacturers are worth learning.
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