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Cai Ganqiang, Chairman of Benbang Lighting
A year of 2007 is full of dreams and bumper harvests. A 2008 full of opportunities and challenges is about to come. At this moment of resigning the old and welcoming new times, companies must sum up the past and look to the future. This year, it was a year of rapid development for the state. Although the price adjustment caused a short-term rebound, so far, good news has come from the headquarters of the state: the sales of the three major brands of Benbang Lighting have been completed 110%. Growth, Huaqiang Lighting completed 30% growth, and æ¸Electrical Lighting completed 70% growth, which formed the three brands under the leadership of Benbang Lighting's high-end brand, Huaqiang Lighting Volkswagen brand, and the electrician to inherit the past three brands. The pattern.
Achievement
Cooperation with the Olympics
Following the cooperation with the Asian Winter Games, Benbang Lighting has once again cooperated with the Olympic Games and has become a model for sports marketing. When many domestic lighting companies faced the 2008 Olympic Games lighting project, the state has historically won the Olympic Games main project - the Olympic Sports Center. Benbang Lighting is competing with many international and domestic famous brands, why do you finally stand out? Mr. Cai Ganqiang, Chairman of Benbang Lighting, believes that Chinese companies do not lack good products and do not lack good design solutions, but we must prove our strength to engineering units. Mr. Cai revealed that up to now, the state has completed 80 million yuan of Olympic engineering projects. The state has vigorously promoted high-end resources marketing with the help of sports events. Its brand promotion will be further strengthened, and terminal penetration will be further strengthened. The transition from industry brands to popular brands has quietly warmed up. The state is working on the application of China's well-known trademarks. The preliminary preparations for China's famous brands are also progressing smoothly, which is also a strong guarantee for building a strong terminal brand.
Create a high-end brand
As we all know, the state dares to participate in market competition at a price higher than 30% of foreign brands. What kind of influence does high-end positioning have? According to Cai’s analysis, the high-end positioning of Benbang Lighting caters to the needs of image engineering for high-end products. The differentiation of the products of the state reflects the value of the products and the gold content of the technology. Of course, the price is one of the important manifestations of differentiation. In China and even the world lighting market, Philips, GE and Osram and other international three major light source giants, whether in product technology, research and development, or product prices have always been in the leading position in the high-end market. However, China's lighting national brands represented by the state dare to frequently launch in the high-end market and launch a storm on Philips. The state is to build a national high-end brand.
Development articles
Corporate mergers and acquisitions are wonderful Huazhang
When the time is ripe, the state may not consider the listing, the listing is not listed, and take the initiative. At present, corporate mergers and acquisitions are also a wonderful chapter. As early as the development of Honbang lighting, we established the road of future light source strategy, and began to pay attention to the state-owned light source enterprises that are in the reform period and face many difficulties. Beginning in 2000, the state made a decisive attack and opened the prelude to the acquisition of state-owned enterprises. In the next few years, there were as many as 8 state-owned light source companies in the state. Despite the capacity guarantee of eight light source companies, Benbang's light source products are still in short supply in the market, and the power of the strategy is so great. According to Cai, in order to meet the growing market demand, the state acquired three light source companies again this year. After the acquisition and restructuring, the scale of Benbang Lighting will be further expanded, and the confidence of industry integration will be greatly enhanced. The acquisition not only shows the strength of the state brand, but also inspires and motivates morale, paving the way for the speed of the state. Up to now, the state has acquired 8 state-owned enterprises in Hunan Hengyang, Hubei Jingzhou, Fuyang, Henan Boai, etc. These mergers and acquisitions not only revitalized a number of social idle assets, but also distributed factories across the country can effectively reduce logistics costs, while mergers and acquisitions After that, each company's light source products have a production capacity of more than 100 million yuan.
Brand upgrade into the business photo
Speaking of the industry trends in 2007, Mr. Cai analyzed that brands without commercial licenses are not perfect. At present, the commercial lighting field is very chaotic, and there are more opportunities because of chaos. After years of market cultivation and accumulation, the brand has accumulated a speed-up stage, and accordingly, it will quickly spread to the relevant products for lateral diffusion and blast release. When a company develops to a certain stage, the market will come to you. The state energy-saving light source products have penetrated into every corner of the lighting market before the lighting industry, and have the deepest contacts and business relationships in the industry. More importantly, they have formed. Strong word-of-mouth effect and market appeal. These are the basic conditions for the state to do commercial lighting. At the same time, the current commercial market can be described as a group of heroes, but whoever died in the deer is unknown, the state believes that the state can dominate the market as the market dominates the light source.
Outlook
Looking forward to enter the LED
The state entered the LED field while aggressively entering commercial lighting. Then, what impact does the state's entry into LEDs have on the sustainable development of enterprises? Mr. Cai told reporters that Benbang has a rich product chain, but it is still not perfect. LED is a widely used light source product, which is used in various building decoration, urban lighting projects and indoor and outdoor decorative lighting. Huaqiang's sales network covers all parts of the country and many countries and regions around the world. The channel network is dense and the service is convenient. The LED conditions of the state have matured.
As we all know, in recent years, global energy shortages and environmental pollution have been particularly prominent in China's rapid economic development. Energy conservation and environmental protection are urgent problems that China needs to solve in order to achieve sustainable social and economic development and build a harmonious society. As a lighting industry with large energy consumption, we must find a new generation of energy-saving and environmentally friendly green light source that can replace traditional light sources. LED products with many advantages are such a new generation of light sources. At present, there are many LED industry companies at home and abroad, and the state will actively cultivate the emerging LED market with the brother companies.
Improve service and improve the network
In a sense, the competition in the market is not so much the competition for product quality or the competition for brands, but rather the competition for services. Mr. Cai said frankly that the era of the buyer's market has passed. How to build a team with zero defects in service is also the key to measuring the competitiveness of the brand. Therefore, whether it is Huaqiang, æ¸Electrician or the state, strengthen the construction of operation centers across the country, serve the network and various regions. Huaqiang is not only a national brand, but also a brand of the world. With the deepening of the development of the western region, the demand for lighting products in the central and western regions is strong. Although there are still some weak links in the state, the layout of the state has been seen in the country. Cai said that with the dense coverage of market network construction The formation of the network from point to face and from the surface, not only an unbreakable network of local marketing channels, but also a better service network.
Among the many lighting brands in the world, Philips is the best in both sales and product prices. Surprisingly, the price positioning of some national brands in the state is higher than that of Philips Lighting. That is to say, the products of this state are still in short supply in the market. According to Cai, the monthly output of the state's lamp is about 1.4 million, and the demand has exceeded 2 million. Even if the dealer places an order in cash one month in advance, it cannot fully satisfy the purchase demand. Through nearly a decade of accumulation, the state's lighting technology has enough confidence and strength to catch up with international lighting giants. In recent years, the company has continuously invested and the production scale of the state has reached the leading level in the industry. In terms of channel construction and marketing, the state can rely on Huaqiang's largest in-depth distribution network on the one hand. On the other hand, Benbang Lighting has opened stores in the country, which has reached about 1,000. The advantages of technology, scale and network determine that the state dares to position the brand and price on brands such as Philips.
Challenge
What is the response to the price increase in the state?
When many brands struggled and struggled because of the shrinking market, no matter whether Huaqiang or Benbang, even the electrician improved the quality and brand influence, they were seeking price adjustment. Mr. Cai said frankly that Huaqiang was the price positioning under the conditions of low productivity and low living standards in China. It was not brand positioning. The low price was definitely not low quality. Now more than ten years have passed, Huaqiang products The price has been at a lower level. Due to the impact of various raw material prices and labor, Huaqiang’s price adjustment is inevitable. In 2008, “New Quality, Xinhuaqiangâ€, Huaqiang’s products have been upgraded to a new grade and new grade; æ¸Electrician is an old brand that meets the needs of mid-to-high-end consumers and has unique influence and appeal in the market; In order to strengthen the integration with international brands, Benbang Lighting has been competing with international brands in the influence of high-end brands. In the near future, we have made appropriate adjustments to product prices. What is the market response? General Cai told reporters that value is the measure of price and price is the leverage of value. Through the accumulation in recent years, the state has enough confidence and strength to catch up with international lighting giants. Through continuous mergers and acquisitions in recent years, the production scale has reached the industry leading level. In terms of channel construction and marketing, the state can rely on the in-depth distribution network. On the other hand, Benbang Lighting has opened stores in the country. Currently, there are more than 1,000 stores, which is difficult for high-end brands.
Time to market
In view of insufficient guarantees for SMEs, low credit rating, and weak anti-risk ability, most of the internationally accepted practices are to establish a multi-level SME financial system from the aspects of sales, debt insurance, loan provisioning and discounting. Meet its diversified financing needs. Regarding whether the enterprise has developed to a certain scale, whether it is considering listing, Cai said frankly, it is undeniable that listing is a means of financing, but it is not the only means, and it is not the best means. I have said that everything must be divided into two, listed. It is no exception: First, the decision is very troublesome. When the end of the controversial shareholder meeting, many opportunities have been missed. Second, the business situation is publicly disclosed. Many trade secrets are controlled by competitors, and they are placed in the clear position. In the dark, where is enterprise security? Third, mistakenly believe that the cost is low. In fact, on the one hand, it has to pay a large fee to accounting firms, law firms, etc. On the other hand, it is necessary to distribute the profits earned to others, whether it is paying more interest or money. More, the account must be calculated first; the most terrible thing is that listed companies have performance pressure, forced by strong pressure, some corporate leadership will be poor to deal with shareholders, shareholders, the Securities and Futures Commission, the audit department, etc. Data, but difficult to concentrate on business. There are only two reasons for the listing financing of enterprises. One is to develop lack of money, and the other is to spread risks. If it is based on the first purpose, a company with considerable assets can borrow from the bank. If it is to avoid risks, what would investors think? The fact that “Bangbang†is not listed does not mean that there is no other financing channel. What we have taken in mergers and acquisitions is a low-cost expansion path. The merger of an electronics factory in Hubei into the LED field is a typical example. As for the listing, it is not listed, or When it comes to market, the initiative is in our hands. 
