Ms. Shiflan, Director of Jinda Lighting
In 2009, when most lighting companies also asked about professional consulting companies, Jinda Lighting solved the problem of Ye Maozhong, who is known for his fast-moving products planning. When the industry continued the pleasure of endorsement by female stars, Jinda signed Huang Xiaoming. And when the majority of companies are also concentrating on the layout of traditional channels, Jinda has extended its reach to cross-industry cooperation through the grafting of furniture exhibitions; when the company is still shaping the image of the terminal, Jinda 3000 The multi-square-meter brand lighting living museum has already moved to the front of the stage...
The wonderful music performed by Jinda Lighting runs through 2009, which has earned enough attention and made Jinda a well-deserved innovator in the crystal lamp industry. It is with this sharpness that Jinda Lighting has left a large number of competitors far behind.
Recently, Ms. Shi Fran, Director of Jinda Lighting, accepted an exclusive interview with this newspaper on some of the focus and hot issues of concern to the industry in 2009. In plain speech, we can appreciate its strong innovative thinking and brand crisis awareness.
Sales volume increased by more than 30% in 2009. “In 2009, the industry as a whole was still in the channel competition stageâ€. Sforlan admits that in 2009 there was not much change in the industry and commendable improvements. Vicious competition was still rampant, and the profit-seeking behavior of many categories was still outstanding.
According to its disclosure, in 2009, the crystal lamp market was surging, and many enterprises were crowded into the field of crystal lamps. For example, in 2009, Baohui Lighting promoted the upgrade of the national store of Alenis; the Wenlian Lighting was placed in the ancient town in October 2009; The Emperor of the Marble Light, Emperor Feng, was also unwilling to be alone during the Light Expo to launch the Martina Blue Diamond series of crystal lamps. Other companies such as Haohao and Huatai have also increased their expansion in this field to varying degrees. This pattern has further accelerated competition in this area, and this competition will be concentrated this year.
The crystal lamp market seems to be a lot of people, but for Jinda, it seems that it is not affected. On the contrary, the performance is very impressive. According to Severin, it is estimated that the sales volume in 2009 is better than last year, with a growth rate of no less than 30%. The growth rate of the Visahua premium series is as high as 60%, and it has also achieved substantial growth in the relatively weak engineering field. The contribution rate is 30%.
Sforlan believes that Jinda never fears healthy competition from its peers. Channels are still the key to determining a company's success or failure. More and more companies are making crystal lamps. In fact, it is a good thing. It helps to improve the status of crystal lamps and expand the market capacity. However, the lack of channels or the quality of channels is not easy to make a difference. Sforlan believes that the current competition among enterprises has gradually separated from the product category, transitioning to channel competition, and gradually rising to the stage of brand influence and service, which is why Jinda launched its brand expansion strategy in 2009. In addition to building channel advantages, Jinda also has to establish a strong brand influence. Whether it is holding hands with Ye Maozhong, or asking Huang Xiaoming to make endorsements and landing on CCTV for promotion, it is an initiative to establish brand influence and enhance channel business confidence.
Brand building, hand in hand, Ye Maozhong, implementing brand expansion
In 2009, Jinda was infinitely beautiful, but with the conjecture and discussion on Jinda, the focus was on Jinda's hand in Ye Maozhong.
Jinda chose Ye Maozhong to carry out brand planning. Some people think that this is burning money. The set of Ye Maozhong is not suitable for operating the lighting industry at all; some people think that this is a high-risk operation at a high level, and it is a collective victory of Jinda’s decision-making layer. Some people think that Jinda is just making a show. In all conjectures and arguments, it embodies the three attitudes of the industry to Jinda's move, one for Jinda's care, the other for Jinda, and the three for Jinda. In fact, the hot discussion caused by the incident itself has exceeded the overall marketing level and height of the industry.
It's no wonder that when reviewing the marketing characteristics of the entire industry in 2009, as a planner for the whole event, Severan felt that the entire industry marketing technique still lacked new ideas, and that he did not know the brand image of the company. Long-term platform construction and reshaping of manufacturers' confidence have become a new driving force for the development of the entire industry. Only by catering to the new requirements put forward by the industry for the company can we continue to maintain our inherent competitiveness and win new core competitive advantages.
Based on this understanding, Svran said that the holding of Ye Maozhong is not Jinda's single marketing behavior, but a significant part of Jinda's brand expansion strategy in 2009, including grafting Guangzhou and Dongguan International Furniture Fair, and entering Shunde. Le Fun Hall Lighting Hall, hired male artist Huang Xiaoming as the image spokesperson, the title of the top 500 dealers in the country, the national distributor meeting in Shenzhen East OCT, and the creation of a terminal 3,000 square meters brand lighting living museum The purpose of the initiative is also to create new power and new advantages for long-term development.
Regarding the industry's conjecture of Ye Maozhong's effect, Severan laughed and said that the word "Ye Maozhong" itself is an effect. According to its disclosure, in order to meet the new development requirements of the industry and enterprises, Jinda launched a brand expansion strategy, and Ye Maozhong gave professional guidance, focusing on brand positioning, communication combination, marketing direction establishment, terminal image upgrade and system construction. A lot of work, such as the repositioning of the Visahua Art Museum-level crystal lamp, the live broadcast of the CCTV two sets of prime time in December last year, the landing of the concept of the brand lighting living museum, etc., have clearly defined the direction for the strategic operation of the Jinda brand. Boosted the confidence of manufacturers. At the same time, Sforlan said that the Ye Maozhong effect will be more intuitively presented this year.
Channel Reform Pushes “Life Pavilion†and Enhances Terminal Image When talking about the industry development trend in 2010, Sforlan believes that with the intensified competition in the crystal lamp industry, terminal image optimization will become the main form of expression for enterprises to expand their influence and seize market share.
As far as 2009 is concerned, although some of the crystal light enterprise terminal images have been upgraded, the brand connotation and style taste of most enterprises have not been upgraded accordingly, and there are still traces of simple stacking of products. To be exact, the terminal image is presented from the perspective of the enterprise, or from the standpoint of the consumer, many companies still do not know. In the past two years, the keywords such as “experience hallâ€, “living hall†or “scenario display†are very popular in the industry. They are all based on the perspective of consumers, but after these concepts are put forward, they are actually implemented and applied. Very good very little.
Sforlan believes that the "living hall" terminal model is definitely the mainstream of the market brand terminal display in the future, but the industry has been for many years, but the enterprises and businesses have little action. The key point is that the "living hall" mode needs to integrate lighting, furniture, jewelry and other industries. The requirements for the enterprise are very high, not only related to the strength, influence, integration ability, channel quality of the enterprise, but also the profitability feedback that the enterprise presents after running the model; it is a big challenge for the channel lighting business. In large spaces, there are fewer lights to be hanged, and the ability to operate furniture and accessories must be combined. This is a double test of concepts and abilities.
Just in the whole industry, it is still in the current moment of shouting slogans. On December 17, 2009, Jinda took the lead in jumping out of the traditional concept and launched a brand lighting living hall with an area of ​​more than 3,000 square meters in Dongguan to practice a new mode of channel. The living hall not only pays attention to the specific scene display and consumption experience, but also introduces the consumer and designer life and leisure functions, which integrates consumption, leisure, activities and entertainment, creating a relaxed, comfortable and elegant shopping atmosphere.
Jinda has invested heavily in creating a new model. Of course, it is not only for occupying the high-end dominance of lighting consumption in the local market in Dongguan. In Speaker’s own words, he is determined to “seek to lead the crystal lamp terminal brand display trend for three to five years.†It is believed that the advantages of terminal display will be a powerful weapon for the competition in the crystal lamp industry in the future. Jinda should continue to maintain its leading edge. The innovation of terminal display must be breakthrough and lead, and the “living hall†mode is the best choice for Jinda. .
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