[Wen|High-tech LED lighting channel reporter Zhou Jianhua] This year, "Huayi Zhichang , gather the trend to win sales" to the industry and the majority of dealers to show a new, changing Huayi lighting. Of course, for the entire Huayi Group brand, this series of conferences, promotions, specialty stores, and branch offices only account for a part of them, but these are like a mirror, so that the outside world can see the dedication of Huayi in the middle and high-end products. And the brand development trend. At the same time, Huayi will have more performance and greater action in the future LED product market.
Wins the main channel push home <br> <br> Beijing, has always been one of the "commanding heights" Lighting the main exhibition brands to form national and even international influence. In September 2013, the flagship store of Huayi Lighting in Beijing Shilihe Lighting City Project Light Building was successfully built and put into operation. With an area of ​​more than 3,000 square meters, it has a commercial lighting area and is mainly based on LED products.
"Because of the atmosphere formed by the market for many years, Huayi Shilihe Store hopes to learn from Adidas and Nike, which will become Huayi's factory store, and implement the price of the code. This year, Huayi has invested heavily in the 五屋北五环店, actually é“The house is a brand monopoly. As long as it can be scored, it can increase the brand effect for Huayi, and let Huayi be more close to the people.†Zhang Yi, marketing director of Huayi Beijing Lighting Plaza, said.
He has been busy arranging new LED products in place, display and promotion since this year. "This year, the spotlights, lamps, and ceiling lamps are all available to meet the needs of the end market. Huayi's steps are very steady but not too late."
It is understood that the two stores in Beijing are not purely agent distribution, because it is controlled by Huayi Investment, and the main person in charge is also interviewed and trained for two months before the headquarters.
It can be seen that at the time when the LED has penetrated the terminal, the traditional veteran enterprise, Huayi Lighting, has also seized the simultaneous advancement of products and channels in order to consolidate its brand status.
For example, since last year, Huayi Lighting has established a new decision-making committee and group brand management center, which has increased the integration of internal business modules and strengthened the management and control of business modules such as channels, engineering, lighting, lighting and production. All these actions are centered around a general strategic goal, which is to unswervingly adhere to the main business of lighting and lighting, to make the lighting and lighting business more refined, stronger and bigger.
On April 15th, Huayi Lighting launched a strong distributor conference with the theme of “Huayi Zhizhi, Gathering and Winningâ€, and firstly stood in the conference room of the Yunshan Hotel in Zhangzhou. Subsequently, Huayi Lighting was non-stop, and the April 22 State Conference was successfully held. At the same time, Huayi Lighting Jiangsu Branch was formally established; on April 28, the Guangxi Distributors Conference was held in Zhongshan Huayi Group Industrial Park.
This year, Huayi Lighting has been moving frequently, and branches have been set up in various places, and promotion meetings have been held one after another. It can be seen that after the integration and optimization of the previous period, Huayi Lighting brand has once again taken a steady and powerful step in the national channel strategy and planned a more important strategic layout. And its key promotion is LED home products.
If 2013 is the growth period of LED lighting, LED lighting, especially indoor home lighting, will usher in an explosive period this year. According to the High-tech LED Industry Research Institute (GLII), the output value of the entire indoor functional lighting will reach 91.6 billion yuan this year, a year-on-year increase of 46%. The market penetration of indoor LED lighting is also expected to be close to 40%, and the retail terminal market will really start. Zhang Xiaofei, chairman of Gaogong LED, said, “2014 is the first year of LED home lighting, and the retail market is really starting.â€
In the newly renovated two lighting professional exhibition halls of Huayi Industrial Park, LED aluminum lamps, LED flat crystal lamps, LED ultra-thin panel lamps, LED modern simple lamps, LED fabric lamps... the new products are full of dazzling, functional and technological sense.
It is understood that in 2014, Huayi Lighting mainly focused on LED home products. Including: flat panel lights, crystal lamps, lamp strips, spotlights, light sources and other products. Since Huayi Lighting has formed a good reputation and intensive cultivation in the channel for many years, the channel has a very strong control. Therefore, once the new product is introduced to the market, it can be fully spread in depth and the market responds quickly.
A distributor in Xiamen, Fujian Province, also praised the transformation of Huayi Lighting since this year: "The ratio of traditional and LED products is about 5:5. The speed of Huayi's launch of new products last year is obviously not fast, but this year. It is a qualitative leap, and the continuous introduction of new products is OK. We have placed the order, the goods have not arrived yet."
"The arrival of the LED era, giving Huayi the opportunity to take off again, and the products and models that are compatible with the present, plus the brand precipitation of nearly 30 years, make Huayi's advantage stand out and can lead the way in the new era." Hao Xilong, general manager of Huayi Lighting Marketing Center, summarized this.
Honor intellectual change in Rio Tinto monopoly <br> <br> by research stations and correspondents nationwide channels resulting Engineering LED production and research, and 80% of respondents admitted that business, Huayi LED lighting products have been in their monopoly or distribution outlets appear The situation is also relatively balanced. First of all, in the ratio of storefront LEDs to traditional lighting, according to the survey, the 3:7 accounted for 19%, the 5:5 accounted for 48%, and the 6:4 accounted for 33%.
Since 1986, the first generation of Huayi pioneers with district Bingwen and district Jinbiao has created Huayi and gradually grown into a regional leading enterprise. “Huayi†has become a famous brand in the lighting industry.
For one person, thirty is the most important node in life. So, what does it mean for Huayi, which is about to expire 30?
The "layout" of this round of dealer conferences and terminal promotion activities itself reflects the style and ideas of Huayi's new leadership.
Since 2012, Zhongshan Huayi Lighting Co., Ltd., a member of the China Quality Inspection Association, has once again opened the curtain of changes, innovations, transformation and upgrading. The new operating model is beginning to take shape. Brands and channels will undoubtedly become the main direction of Huayi development in the future, and set up a group brand management center, and began to set up a national direct sales branch.
Under the era of new LED light source, the theme planning of “Huayi Zhichang, Gathering and Winning†and the establishment of local branches and the promotion of exclusive store terminals undoubtedly reflect the fact that in the case of the older generation of pioneers gradually withdrawing from the front line, the new generation of China The dynamics of the artists are particularly eye-catching. For example, the full participation and service of the new leadership team with Mr. Guangyao, the executive executive director, as the core...
Then, at the arrival of the LED tide, how does Huayi Lighting, as an established company, break through from both products and channels? The theme activity of “Hua Yi Zhi Shui, Gathering and Winning†is based on what channel needs and changes are proposed? These two issues are not only Huayi Lighting, but also the traditional transformation LED enterprises must face.
"According to the development of LED technology and application, enriching the replacement and organization of products, and using traditional channels is the advantage of Huayi. The theme promotion of "Hua Yizhi is gathering and winning" is to bring together the wisdom and talents and new image of everyone. To enable more customers to update or join." General Manager Hao Xilong explained.
Although Huayi Group has many brands and categories of products, Huayi Lighting is also a very important section of the Group and is also an advantageous section of Huayi. At present, Huayi Lighting has more than 300 specialty stores, more than 1,000 lighting monopolies and sales outlets in the country.
Since the internal integration of Huayi Lighting and the external channel resources last year, the terminal performance of Huayi Lighting LED products in the first half of this year has been the third version. Among them, LED home products are constantly exerting strength, and there are about 20 products recently launched. More than 1,000 original stores have already been updated in accordance with the pace of Huayi Lighting. "Now the fourth version of our terminal is also being piloted, and we attach great importance to the unified construction of the image and the improvement of after-sales service." Hao Xilong said.
When Huayi Lighting re-raised its monopoly channels, it has strengthened its investment in store management, product management, personnel management and after-sales service in specialty stores and specialty areas, and improved its profitability and risk resistance in the monopoly sector. At the same time, LED new specialty stores pay great attention to the design of the store, the matching of products, the matching of furniture and the creation of environmental atmosphere.
“Huayi’s specialty stores and branch offices mostly operate Huayi products for a long time. It can be said that it is not only a product, but a model of integrated lighting. The terminal store will have more experience and vivid requirements. These will give customers a different feeling." A person in charge of Huayi Lighting in Guiyang, Guizhou said.
"Now many areas of LED products retail sales are too small, must be supplemented by engineering, wholesale, and the biggest advantage of the store is that the image is good, in the project to open the relationship will have a greater role." The person in charge added Road.
Traditional confusion lingering pains <br> <br> companies in order to develop LED in this troubled times, we must first clear market positioning. Hao Xilong said, “The key to market positioning is that companies can first identify their target groups and then the needs generated by the target groups.â€
In fact, companies need to adapt to the needs of the group, and product differences just show the differences in group personality, which will drive companies to find the target group that is ultimately suitable for their own expansion.
For the first time, the dealer conference held on the theme of “Huayizhichang, gathers the trend and wins sales†stands in Zhangzhou. Its market operation is currently based on the benefits of profit-making terminals, directly guiding consumption, such as bargaining. During the May Day period, Huayi Lighting also promoted the series of products with “Welcome May 1st and Fortunaâ€.
The purpose of this activity is mainly in three aspects: terminal brand promotion, enhancing Huayi's market share and reputation in the local market; using the "Yan Shen Lan belt" to integrate the display of the exclusive storefront, disseminating the effect of multi-storey purchase of the store; using the display, Promotion, after-sales, etc. to increase the management of the price of LED lights, to achieve seamless integration of product terminal sales. Moreover, the target of this activity is a large number of terminal outlets such as home and electricians, and the radiation surface is relatively wide.
In fact, through 30 years of brand accumulation, brand upgrades in the past two years, and the brand terminal has been lifted this year, a series of actions have enabled many partners to better understand the perfect hard power and soft power of Huayi. It reflects the comprehensive competitiveness of Huayi in all aspects.
After all, the development and maintenance of monopoly channels must rely on the comprehensive strength of the company, which can be seen from the product richness and inventory management. According to the reporter's visit, Huayi Lighting is also promoting the circulation products. This year, the hardware channel is also involved.
However, even so, Huayi Lighting is also facing the difficulties and bottlenecks of traditional enterprise transformation. For example, LED technology is advancing very fast. Once the traditional enterprise is slow to transform and the technical pace cannot keep up, it is easy to suffer. Tradition does not dare to lose, nor will it be lost. After all, traditional light source manufacturing companies invest heavily in equipment and personnel. Therefore, the transformation pressure is great, and the original assets become burdens. In addition, the original advantage channel is also likely to be eroded by more cost-effective professional LED companies.
“As an old brand in the lighting industry, Huayi’s current step is a bit late. It does not match its own brand status, and should continue to increase its investment in LED.†From 2009, he represented Huayi Lighting in Fujian. Xiamen dealers have no doubt that the original traditional lighting channels have become the current LED channels, which requires a lot of brand strategy and channel communication capabilities. After all, transformation means cutting the original market and profits, there will be pain. .
In the era of traditional lighting with terminal wins and channels as the king, almost all lighting companies are aware of the importance of building a perfect sales network. Many well-known companies such as Philips, NVC, Op, Sanxiong, Aurora and Huayi have worked tirelessly. Work hard to find a suitable combination of sales channels. However, the LED era also broke the original pattern and reallocated the channel resources.
“Specialty is the characteristic advantage of the old-fashioned enterprises like Huayi, but there are also places that need to be upgraded. The main reason is that the mainstream of consumption is gradually changing. After 80s and 90s, it will dominate the market. The design style of Huayi tradition needs to change more. Add some modern minimalist style LED products." Zhang Yi, marketing director of Huayi Beijing Lighting Plaza, said frankly.
The person in charge of Henan Zhengzhou dealership, who has represented Huayi Lighting for more than 4 years, said, “The most attractive brand for Huayi is the old brand, the product line is rich, the quality is guaranteed after sale, and the factory service is good.â€
At present, Huayi Lighting's LED products in its Huafeng store account for about 75%. The main categories are ceiling lamps, living room lamps, crystal lamps, and modern lamps. Can meet market demand. However, there is room for improvement in product diversification and style enhancement, while Shenglong Huayi Lighting has a high market share.
Wins the main channel push home <br> <br> Beijing, has always been one of the "commanding heights" Lighting the main exhibition brands to form national and even international influence. In September 2013, the flagship store of Huayi Lighting in Beijing Shilihe Lighting City Project Light Building was successfully built and put into operation. With an area of ​​more than 3,000 square meters, it has a commercial lighting area and is mainly based on LED products.
"Because of the atmosphere formed by the market for many years, Huayi Shilihe Store hopes to learn from Adidas and Nike, which will become Huayi's factory store, and implement the price of the code. This year, Huayi has invested heavily in the 五屋北五环店, actually é“The house is a brand monopoly. As long as it can be scored, it can increase the brand effect for Huayi, and let Huayi be more close to the people.†Zhang Yi, marketing director of Huayi Beijing Lighting Plaza, said.
He has been busy arranging new LED products in place, display and promotion since this year. "This year, the spotlights, lamps, and ceiling lamps are all available to meet the needs of the end market. Huayi's steps are very steady but not too late."
It is understood that the two stores in Beijing are not purely agent distribution, because it is controlled by Huayi Investment, and the main person in charge is also interviewed and trained for two months before the headquarters.
It can be seen that at the time when the LED has penetrated the terminal, the traditional veteran enterprise, Huayi Lighting, has also seized the simultaneous advancement of products and channels in order to consolidate its brand status.
For example, since last year, Huayi Lighting has established a new decision-making committee and group brand management center, which has increased the integration of internal business modules and strengthened the management and control of business modules such as channels, engineering, lighting, lighting and production. All these actions are centered around a general strategic goal, which is to unswervingly adhere to the main business of lighting and lighting, to make the lighting and lighting business more refined, stronger and bigger.
On April 15th, Huayi Lighting launched a strong distributor conference with the theme of “Huayi Zhizhi, Gathering and Winningâ€, and firstly stood in the conference room of the Yunshan Hotel in Zhangzhou. Subsequently, Huayi Lighting was non-stop, and the April 22 State Conference was successfully held. At the same time, Huayi Lighting Jiangsu Branch was formally established; on April 28, the Guangxi Distributors Conference was held in Zhongshan Huayi Group Industrial Park.
This year, Huayi Lighting has been moving frequently, and branches have been set up in various places, and promotion meetings have been held one after another. It can be seen that after the integration and optimization of the previous period, Huayi Lighting brand has once again taken a steady and powerful step in the national channel strategy and planned a more important strategic layout. And its key promotion is LED home products.
If 2013 is the growth period of LED lighting, LED lighting, especially indoor home lighting, will usher in an explosive period this year. According to the High-tech LED Industry Research Institute (GLII), the output value of the entire indoor functional lighting will reach 91.6 billion yuan this year, a year-on-year increase of 46%. The market penetration of indoor LED lighting is also expected to be close to 40%, and the retail terminal market will really start. Zhang Xiaofei, chairman of Gaogong LED, said, “2014 is the first year of LED home lighting, and the retail market is really starting.â€
In the newly renovated two lighting professional exhibition halls of Huayi Industrial Park, LED aluminum lamps, LED flat crystal lamps, LED ultra-thin panel lamps, LED modern simple lamps, LED fabric lamps... the new products are full of dazzling, functional and technological sense.
It is understood that in 2014, Huayi Lighting mainly focused on LED home products. Including: flat panel lights, crystal lamps, lamp strips, spotlights, light sources and other products. Since Huayi Lighting has formed a good reputation and intensive cultivation in the channel for many years, the channel has a very strong control. Therefore, once the new product is introduced to the market, it can be fully spread in depth and the market responds quickly.
A distributor in Xiamen, Fujian Province, also praised the transformation of Huayi Lighting since this year: "The ratio of traditional and LED products is about 5:5. The speed of Huayi's launch of new products last year is obviously not fast, but this year. It is a qualitative leap, and the continuous introduction of new products is OK. We have placed the order, the goods have not arrived yet."
"The arrival of the LED era, giving Huayi the opportunity to take off again, and the products and models that are compatible with the present, plus the brand precipitation of nearly 30 years, make Huayi's advantage stand out and can lead the way in the new era." Hao Xilong, general manager of Huayi Lighting Marketing Center, summarized this.
Honor intellectual change in Rio Tinto monopoly <br> <br> by research stations and correspondents nationwide channels resulting Engineering LED production and research, and 80% of respondents admitted that business, Huayi LED lighting products have been in their monopoly or distribution outlets appear The situation is also relatively balanced. First of all, in the ratio of storefront LEDs to traditional lighting, according to the survey, the 3:7 accounted for 19%, the 5:5 accounted for 48%, and the 6:4 accounted for 33%.
Since 1986, the first generation of Huayi pioneers with district Bingwen and district Jinbiao has created Huayi and gradually grown into a regional leading enterprise. “Huayi†has become a famous brand in the lighting industry.
For one person, thirty is the most important node in life. So, what does it mean for Huayi, which is about to expire 30?
The "layout" of this round of dealer conferences and terminal promotion activities itself reflects the style and ideas of Huayi's new leadership.
Since 2012, Zhongshan Huayi Lighting Co., Ltd., a member of the China Quality Inspection Association, has once again opened the curtain of changes, innovations, transformation and upgrading. The new operating model is beginning to take shape. Brands and channels will undoubtedly become the main direction of Huayi development in the future, and set up a group brand management center, and began to set up a national direct sales branch.
Under the era of new LED light source, the theme planning of “Huayi Zhichang, Gathering and Winning†and the establishment of local branches and the promotion of exclusive store terminals undoubtedly reflect the fact that in the case of the older generation of pioneers gradually withdrawing from the front line, the new generation of China The dynamics of the artists are particularly eye-catching. For example, the full participation and service of the new leadership team with Mr. Guangyao, the executive executive director, as the core...
Then, at the arrival of the LED tide, how does Huayi Lighting, as an established company, break through from both products and channels? The theme activity of “Hua Yi Zhi Shui, Gathering and Winning†is based on what channel needs and changes are proposed? These two issues are not only Huayi Lighting, but also the traditional transformation LED enterprises must face.
"According to the development of LED technology and application, enriching the replacement and organization of products, and using traditional channels is the advantage of Huayi. The theme promotion of "Hua Yizhi is gathering and winning" is to bring together the wisdom and talents and new image of everyone. To enable more customers to update or join." General Manager Hao Xilong explained.
Although Huayi Group has many brands and categories of products, Huayi Lighting is also a very important section of the Group and is also an advantageous section of Huayi. At present, Huayi Lighting has more than 300 specialty stores, more than 1,000 lighting monopolies and sales outlets in the country.
Since the internal integration of Huayi Lighting and the external channel resources last year, the terminal performance of Huayi Lighting LED products in the first half of this year has been the third version. Among them, LED home products are constantly exerting strength, and there are about 20 products recently launched. More than 1,000 original stores have already been updated in accordance with the pace of Huayi Lighting. "Now the fourth version of our terminal is also being piloted, and we attach great importance to the unified construction of the image and the improvement of after-sales service." Hao Xilong said.
When Huayi Lighting re-raised its monopoly channels, it has strengthened its investment in store management, product management, personnel management and after-sales service in specialty stores and specialty areas, and improved its profitability and risk resistance in the monopoly sector. At the same time, LED new specialty stores pay great attention to the design of the store, the matching of products, the matching of furniture and the creation of environmental atmosphere.
“Huayi’s specialty stores and branch offices mostly operate Huayi products for a long time. It can be said that it is not only a product, but a model of integrated lighting. The terminal store will have more experience and vivid requirements. These will give customers a different feeling." A person in charge of Huayi Lighting in Guiyang, Guizhou said.
"Now many areas of LED products retail sales are too small, must be supplemented by engineering, wholesale, and the biggest advantage of the store is that the image is good, in the project to open the relationship will have a greater role." The person in charge added Road.
Traditional confusion lingering pains <br> <br> companies in order to develop LED in this troubled times, we must first clear market positioning. Hao Xilong said, “The key to market positioning is that companies can first identify their target groups and then the needs generated by the target groups.â€
In fact, companies need to adapt to the needs of the group, and product differences just show the differences in group personality, which will drive companies to find the target group that is ultimately suitable for their own expansion.
For the first time, the dealer conference held on the theme of “Huayizhichang, gathers the trend and wins sales†stands in Zhangzhou. Its market operation is currently based on the benefits of profit-making terminals, directly guiding consumption, such as bargaining. During the May Day period, Huayi Lighting also promoted the series of products with “Welcome May 1st and Fortunaâ€.
The purpose of this activity is mainly in three aspects: terminal brand promotion, enhancing Huayi's market share and reputation in the local market; using the "Yan Shen Lan belt" to integrate the display of the exclusive storefront, disseminating the effect of multi-storey purchase of the store; using the display, Promotion, after-sales, etc. to increase the management of the price of LED lights, to achieve seamless integration of product terminal sales. Moreover, the target of this activity is a large number of terminal outlets such as home and electricians, and the radiation surface is relatively wide.
In fact, through 30 years of brand accumulation, brand upgrades in the past two years, and the brand terminal has been lifted this year, a series of actions have enabled many partners to better understand the perfect hard power and soft power of Huayi. It reflects the comprehensive competitiveness of Huayi in all aspects.
After all, the development and maintenance of monopoly channels must rely on the comprehensive strength of the company, which can be seen from the product richness and inventory management. According to the reporter's visit, Huayi Lighting is also promoting the circulation products. This year, the hardware channel is also involved.
However, even so, Huayi Lighting is also facing the difficulties and bottlenecks of traditional enterprise transformation. For example, LED technology is advancing very fast. Once the traditional enterprise is slow to transform and the technical pace cannot keep up, it is easy to suffer. Tradition does not dare to lose, nor will it be lost. After all, traditional light source manufacturing companies invest heavily in equipment and personnel. Therefore, the transformation pressure is great, and the original assets become burdens. In addition, the original advantage channel is also likely to be eroded by more cost-effective professional LED companies.
“As an old brand in the lighting industry, Huayi’s current step is a bit late. It does not match its own brand status, and should continue to increase its investment in LED.†From 2009, he represented Huayi Lighting in Fujian. Xiamen dealers have no doubt that the original traditional lighting channels have become the current LED channels, which requires a lot of brand strategy and channel communication capabilities. After all, transformation means cutting the original market and profits, there will be pain. .
In the era of traditional lighting with terminal wins and channels as the king, almost all lighting companies are aware of the importance of building a perfect sales network. Many well-known companies such as Philips, NVC, Op, Sanxiong, Aurora and Huayi have worked tirelessly. Work hard to find a suitable combination of sales channels. However, the LED era also broke the original pattern and reallocated the channel resources.
“Specialty is the characteristic advantage of the old-fashioned enterprises like Huayi, but there are also places that need to be upgraded. The main reason is that the mainstream of consumption is gradually changing. After 80s and 90s, it will dominate the market. The design style of Huayi tradition needs to change more. Add some modern minimalist style LED products." Zhang Yi, marketing director of Huayi Beijing Lighting Plaza, said frankly.
The person in charge of Henan Zhengzhou dealership, who has represented Huayi Lighting for more than 4 years, said, “The most attractive brand for Huayi is the old brand, the product line is rich, the quality is guaranteed after sale, and the factory service is good.â€
At present, Huayi Lighting's LED products in its Huafeng store account for about 75%. The main categories are ceiling lamps, living room lamps, crystal lamps, and modern lamps. Can meet market demand. However, there is room for improvement in product diversification and style enhancement, while Shenglong Huayi Lighting has a high market share.
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