Since the publication of the article "Peer with the Dynasty" in the previous issue, many lighting dealers from Beijing, Zhejiang, Shanghai, Jiangsu and other places have called this newspaper to consult: Why does Jindalai Lighting not do the domestic market? Is Jinda Lai only the sole channel of the Dynasty in China? When will it be the domestic market? Recently, our reporter specially interviewed Sun Zhengquan, general manager of Zhongshan Kendray Lighting Appliance Co., Ltd. on this issue.
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Connected with the new Teli blood quality to win the respect of Europe and the United States
"From now on, Jin Dalai officially announced to return to the domestic market. One grandson answered all the questions of the dealers. Once it was sold well in China, it resolutely gave up the domestic market and focused on the international market; After the business, it is back to the domestic market. This is the roundabout way of Jindalai lighting strategic planning.
Isn't this the same as the lighting industry franchise pioneer New Terri Lighting? ! The answer is yes. Sun Zhengquan is the younger brother of Sun Yue, the general manager of Xinteli. Both of them enjoy fame in the field of modern minimalist lamps.
Jindalai Lighting, as a brand of Kendrick Lighting Co., Ltd., has always had a distinctive "temperament". Entering the international market to create an international brand is the best proof, and hopes to expand its domestic brand with the help of international influence. Influence, and then deepen the brand connotation. Therefore, since its inception in 1998, the company has attached great importance to the construction of the R&D department. Each year, it invests millions of funds for the recruitment of talents and the updating of R&D equipment, and establishes partnerships with high-level design institutions such as Europe and the United States. Test, improve the safety, structure, appearance and function of a product. At the same time, boldly target the market's key development targets to foreign markets, and take the lead in participating in large-scale international exhibitions such as the Frankfurt Lighting Fair and the Hong Kong International Lighting Fair.
Thanks to the company's first-class quality, good management and reputation, Jindalai brand has been able to rapidly expand into the European and American markets, and has won the favor and respect of a large number of stable and powerful foreign customers. At present, the products have been sold to Germany, Italy, France, Greece, Russia and other developed countries in Europe, America and Asia.
China's lighting market potential Da Jin Dalai decided to return to China
According to statistics, in 2005, the world's lighting trade volume rose to 210 billion US dollars. China's lighting market is also accelerating its expansion, increasing at a rate of more than 20% per year. Even if each household consumes only 200 yuan per year on lighting, In China, there are about 800-120 billion yuan in the same time. According to market research data, most households spend more on home lighting every year." Sun Zong analyzed.
"At the time we knew the demand capacity of this market, I was very excited. I felt that Jin Dalai could do a big job again. Moreover, after 2005, after years of hard work in the international market, we have accumulated Strong financial strength, strong technology development capability and scale production advantage. However, many people think that we only focus on the international market, and we have not developed the domestic market. This is not the case. The guiding spirit of our corporate culture is to respect the country and fight hard. Enterprising, and our strategic goals are not separated from the international and domestic, but based on their own development and market maturity and other actual conditions. So we can only say that in the development of domestic and international markets, the early stage of development In the majority of our Jinda Lai's energy is placed in foreign markets, forming a business strategy based on exports and supplemented by domestic sales."
"However, our attention to the domestic market is still very high, always paying attention to the development and changes of the domestic lighting market." Sun said, "As China's economy continues to grow, domestic market demand will drive, and the purchasing power of the nation will increase." Coupled with the booming real estate industry, the demand for lighting products in the society is also growing, and market opportunities are constantly increasing. Therefore, by the end of 2005, we have begun to refocus our focus on the domestic market and seek domestic The strategic layout of the long-term development of the market, and thus establish the road of brand development, hope to bring the best products to the people to enjoy."
Positioning simple and modern style?? Jindalai plastic brand road
“Because we have been focusing on foreign markets for many years, many brand elements are based on foreign culture. But we know that these brand elements are not necessarily suitable for domestic cities. Therefore, we have embarked on the road of repositioning of brand elements. â€
According to reports, after more than 300 days of hard work and repeated elaboration by Jin Dalai managers, based on the extensive opinions and suggestions of the franchisee partners and well-known advertising planning companies, Jin Dalai officially launched in 2006. Launch a series of preparations and start-ups for branded operations. And the Jindalai Lighting Marketing Center was formally established to launch the new brand VI system. By integrating internal resources of the company, we will improve R&D, production, distribution and after-sales services, including selecting a series of products that are competitive in the market and in line with domestic demand, and establish the research and development direction of domestic products; invest a large amount of funds for product development and Set up inventory; improve the price system; improve product structure and packaging; strengthen after-sales service system; build domestic marketing management platform and marketing team.
According to analysis, the current Jindalai brand is positioned in modern, simple and fashionable style, grasping the forefront of the world's lighting design, aiming at the trend, and creating high-quality products with exquisite craftsmanship through industrial production mode, with popular price and quality. The service allows consumers to experience value-for-money shopping and create a harmonious home environment. At the same time, Jindalai's target market is positioned in the middle and high-end. The target consumer group is white-collar workers, working-class people and professionals with medium and upper income in large and medium-sized cities. While pursuing fashion and feeling fashion, they are mature and rational, paying attention to Product quality and good service. The product design style tends to be modern, simple, bright, beautiful, functional and artistic.
“Our designers love the design of materials such as glass and metal. The design of simple lines and exquisite craftsmanship achieves perfect unity. The glass lampshade is simple and round, and the lines are smooth and vivid. The light transmission is strong. Pearl color and milk white give people a good impression. The soft, simple and clear feeling. All of this coincides with Jindal's brand positioning, and it is seamless." Sun’s face is extremely proud.
Franchise operation, domestic strategic cooperation, win-win future
According to analysis, in the next five years, the lighting (lighting) industry will enter a stage of competition for brand competition. Therefore, Jindal will also stand on a higher strategy to measure and formulate more challenging and operational market strategy and tactics. However, at present, Jindalai Lighting will expand its domestic market by franchising. The channel construction in the early stage will take precedence over the provincial capitals and large and medium-sized cities such as Chongqing, Wuhan, Hangzhou and Shenzhen.
Mr. Sun also stressed that "we will love or prepare to participate in the lighting industry, have a strong desire for self-confidence and success, agree with the concept of franchise business, and choose Jindalai from the enterprise of brand management and development. Partners, at the same time, are looking for a transition from a traditional sales model to a branded store, from a single product sales agent to a dealership that can provide quality products, competitive prices and excellent service to target customers."
According to Sun, the active development and expansion of the franchisee team will be Jindalai's long-term strategy. With the establishment of the Jindalai brand store system throughout the country, Jindalai will invest more power in the development and brand promotion of franchisees.
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