On September 19th, fireflies were shining in the ancient town of Zhongshan. At the opening of the business, the reporter was fortunate enough to meet the marketing director of Xiamen Donglin Electronics Co., Ltd., the owner of firefly lighting, and he talked about the wonderful transformation of fireflies.
The light of fireflies is not a meteor
Upon entering the store, Mr. Huang Huowang, the head of Donglin Electronic Guzhen Branch, enthusiastically introduced the company's new energy-saving lamps to the reporters. It is reported that Jinyin Mantang is another product series launched by the company after the light cube and small orange lamp. This kind of lamp is no different from other monochromatic energy-saving lamps when the light source is off. However, once the light source is turned on, it emits yellow and white light. Now the downlights need to be loaded with yellow and white light. The use of one lamp to achieve two colors of light effect can save a lot of trouble.
Looking at the launching process of the firefly series of energy-saving lamps, it is not difficult to see that the overall product promotion of firefly lighting is step by step, and it is carried out in an orderly manner under the mechanism that has already been developed. The highlight of the Golden and Silver Mantang series is a good proof of the choice of time.
Market acceptance is the key
In Germany, metal lighting is highly sought after; in France, it is popular with lighting such as fabric lights, sheepskin lamps, and crystal lamps; China has a vast territory and varies greatly in regions, and it is difficult to generalize. Therefore, the criteria judged by many companies can only be based on the direction of the market.
Donglin Electronics is a strength-based enterprise with a focus on energy-saving lamps. In order to successfully enter the domestic market, the market has undergone in-depth market research. To this end, Lin Shirui put forward the idea that brand should not be based on products. The reason is that because of export sales, the company's positioning is similar to that of a processing plant, while for domestic sales, companies tend to be more operators. The expansion of energy-saving lamp technology is very flexible; but when it comes to price, domestic sales will have more obstacles. High-tech products can be popular in the European and American markets, but it is difficult to break the price of the domestic market. In order to ensure the high quality of the products, it is more difficult to maintain the price at a normal level. Many enterprises in Guzhen stay in the product stage and do not necessarily face the terminal directly. Now Donglin's goal is to be accepted by the market, let consumers know that fireflies are the brand of home lighting.
Guide consumer identity
For dealers, fireflies adopt a policy of Huairou, hoping to achieve a promotion and conceptual fit through long-term contact. For example, Lin Shirui said: "10 dealers may have 1,000 stores, and the same product arrives at the terminal. It is not expected that half of the stores will be active in the early stage. Sometimes an area can be activated by exchange between stores. We firmly believe that as long as there is a seam, there is a possibility of breakthrough. Any product has a process of warming up. At present, the country is vigorously promoting energy conservation and emission reduction. If home lighting only stays in place, it will not open up to the heights. In the dilemma, fireflies now focus on the development of products in the short and filial direction. What we think is not how to do a good job, but how to add value to the product. This seems to be contrary to the consumer's conventional ideas, but in the long run is high The technical content of the product is still beneficial. We need to get the recognition of consumers and let them know that it is worthwhile to buy fireflies."
Technology management network
Lin Shirui said that Donglin has already possessed the strength of top management through the accumulation of the first stage. First, the internal ERP system of the enterprise operates normally. Donglin's customers can count thousands of dollars, but it is not messy. The introduction of ERP system has realized the use of technology to arm the enterprise, and the control can be precise to each monomer. Secondly, in the construction of the team, 11 offices were established nationwide. The flattening of the channel provides a powerful guarantee for grasping the information of the front line of the terminal. The long-term development of a company is closely related to the execution under reasonable management.
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