Zhongshan Keneng Lighting Appliance Co., Ltd. is located in Guzhen, the capital of Chinese lighting, which is well-known at home and abroad. Since its establishment in 2001, it has been realistic and pragmatic, and has been brave in making progress. In the ever-changing market tide, we are striving for the development and success of the company. In the seven years of wind and rain, Keeneng has had the joy of success, and there have been twists and turns in the twists and turns. Facing the ever-changing and fiercely competitive market environment, how can Kecan achieve breakthrough development and realize the corporate dream of becoming bigger and stronger at an early date? With related questions, our reporter interviewed Liu Xiaoming, deputy general manager of Zhongshan Keneng Lighting Appliance Co., Ltd.
Boutique strategy to create quality science
China Lighting News: Hello, Mr. Liu. I have read your article in the relevant journals earlier. I am deeply touched and inspired. Your unique insights into the lighting industry and your dedication and professionalism are worth learning. It is understood that since you joined the company at the end of last year, it has been more than half a year since then, can you talk about the status quo of the company?
Liu Xiaoming: I am very grateful to the China Lighting News for the attention of Keeneng Lighting. I am also very grateful to the China Lighting News for my personal interview. The situation of Keeneng Company is roughly the same: Keeneng Company was established in 2001, and is a lighting enterprise integrating R&D, production and sales. From the perspective of the entire lighting industry, the products are positioned in the middle and low grades, but from the actual situation of the ancient town, they are in the middle and high-end status. The company's product line is relatively broad, the main products include low-power energy-saving lamps, ballasts, transformers, multi-functional brackets and Other products. The products have been sold in the first-tier cities nationwide. However, with the increase in market competition and disorder in recent years, prices are becoming more transparent, and prices are getting lower and lower, and the profit margin of enterprises is also deeply affected. If a company wants to make a breakthrough and achieve greater and faster development, it must change its strategy and seek new breakthroughs.
China Lighting News: What do you mean by strategy?
Liu Xiaoming: The strategy is to plan the development of the company as a whole. Specifically, it is based on the needs of the market and the actual situation, to make a new positioning of the company's products. Only by grasping the positioning of the product as a whole, there is a clear blueprint in the chest, and then it can carry out and carry out other work in turn. For example, many lighting companies currently rely on existing technology to manufacture products, and then force the products to market, rather than market-oriented, product positioning to develop products. Therefore, the products produced in this way are often difficult to adapt to the needs of the market.
China Lighting News: Yes, your thinking is indeed a breakthrough for the current industry situation. This is also a continuation of your own innovation and innovation. Regarding the current situation of the company, what kind of product positioning strategy do you think Keken will implement?
Liu Xiaoming: According to the various subjective and objective conditions of the company, and the actual situation of the current market, the company can make decisive decisions and implement the product quality strategy from 2008. The product will be positioned as a high-end product in the industry. It mainly includes two aspects. First, the quality of the products is excellent and reaches the cutting-edge level of the current industry. Secondly, the key products are highlighted and the product line is narrowed. The main products are high-power energy-saving lamps, electronic ballasts and T5 brackets. series. Keoneng will focus on the “strength†and fully guarantee the implementation and completion of the boutique strategy.
China Lighting News: Implementing such a strategy is indeed a faster and better development path for the company. It is also very tempting, but how can the company implement the boutique strategy?
Liu Xiaoming: The leading figures of Keoneng, including myself, are all advocates of doing things. We will never, and we cannot use the concept to fool dealers and industry professionals. In fact, the current dealers are more rational, not your manufacturer can use one or two concepts to be fooled. In order to achieve the goal of Keoneng's boutique strategy, we mainly implement it from three aspects. First, improve the manufacturing process of the product. According to the relevant characteristics of the industry, about 30% of the quality of the products depends on the level of the process. Only advanced technology can achieve the goal of manufacturing high quality products. The second aspect is to improve the level of manufacturing equipment. At present, Keeneng has introduced relatively advanced manufacturing equipment in the industry, which is the same standard as Zhejiang Sunshine's production equipment. For example, when installing the lamp cap of the energy-saving lamp, there is a clear difference between the manual installation and the installation of the device, because the lamp can not be guaranteed to meet the rules by manually installing the energy-saving lamp. The third and most important aspect is to improve the level of management. Not only the improvement of management level itself will greatly promote the improvement of product quality; improving management level is also an important basis and condition for the full play of equipment functions.
High-quality strategy achieves high cost performance
China Lighting News: Through your previous interpretation, people have more confidence in Keeneng's boutique strategy. However, I have a question now. The current market is generally sensitive to the price of the product. Will Keon’s products improve after the quality development? How can the Keeneng products that have improved the price be accepted and supported by new and old customers?
Liu Xiaoming: You are right, the quality of the company's products has improved, and the positioning of the products is also high. The price of the products will also have a corresponding increase. Such an improvement is reasonable and is in line with the laws of the market economy. The so-called cheap is not good, but to produce a good high-end products also requires a certain cost, and the added value of the boutique will increase accordingly.
For various reasons, it will objectively promote the price increase of Keeneng products, but the price increase will not increase the price/performance ratio. High price and high cost performance are two completely different concepts. The price/performance ratio is the ratio of price to quality. The low-priced products are not necessarily cost-effective; the high-priced products are not low in price/performance ratio. The price/performance ratio should be measured according to various factors of the product, especially the quality factor of the product. After Kecan went to the boutique route, the price was improved compared with the previous products. However, due to the increase in the quality and grade of the products, the actual price/performance ratio of the products after the price increase is higher than before. . From the market situation, consumers are not valued, but cost-effective, consumers' real intention of buying is to buy a cost-effective product. Therefore, through scientific analysis that conforms to the laws of the market economy, the price of Keeneng Boutique is fully acceptable to the market and acceptable to consumers. It is able to meet the health needs of the market and maximize the market.
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