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As a circulation-oriented enterprise specializing in lighting electricians, Wuhan Oumanger Science & Trade Development Co., Ltd. (hereinafter referred to as Oumange) has been actively engaged in the construction of LED brands and layout channels at the beginning of its involvement in the lighting industry. By deepening the channel network of the core dealers in the second and third grades of Hubei Province, the military strategic idea of ​​“urban encircling the city†was applied to the lighting business battlefield.
"The LED era has indeed arrived. This is an opportunity. If you do LEDs, you will make money in three years, and you will not be able to earn a level. Whether it is for manufacturers or agents, this will be a feast, a feast for those who succeed. After three years, who is still sitting safely on this table, is the winner; whoever leaves early, is the loser." Long Haoyu, chairman of Aumang, said.
"Lighting Channels": As a company focusing on lighting distribution business, can you talk about the current lighting industry?
Long Yuyu: The lighting industry should not be an industry. The so-called industry should be the top ten in the market with relative monopoly as an industry, but in terms of lighting, including some big brands in the industry, the market share is not high. Adding the top five, I estimate that it is less than 10% of the industry, so I say that this industry is currently not industrialized.
The lighting industry has not yet been integrated, so this industry is a grassroots industry. Anyone wants to start a business and want to develop. This is a very suitable platform.
Three years ago, there were not many capitals entering the upstream of the lighting. But at present, there should be nearly one hundred companies, including some listed companies and large state-owned enterprises. If the country has more measures in control, the speed of integration in this industry will accelerate.
The reason why the lighting distribution industry was chosen is because the industry does not currently have much capital investment. Throughout the development of other industries, such as the home appliance industry has Gome, Suning, the pharmaceutical industry's Kyushutong and so on.
When the capital is invested to a certain extent, the scale of the enterprise will continue to expand and further standardize in management, and the field of lighting circulation will gradually take shape.
Although Oumange has not entered this field for a long time, he has been exploring the optimization and innovation of the model and insisting on cooperating with outstanding enterprises in the industry. Enterprises like ours that can achieve complete brand operation should not be in Hubei Province. 20 homes.
"Lighting Channels": What brands are currently available in Aumang? Why do you want to do LEDs from the beginning of entering the lighting industry?
Long Yuyu: There are two more influential brands: one is Donghan LED lighting, the background of listed companies, professional LED commercial brands; the other is Tongshida, large state-owned enterprises, Sino-US joint venture (GE) enterprises.
In the LED field, if the brand is accepted by the public, the price is not the only dominant factor. The company must also have the following advantages: 1. The company has rapid development and good operation; 2. It has strong packaging capability and has certain upstream and middle reaches in the LED. The right to speak; 3. The cost control is better, the product cost is higher; 4. The quality is guaranteed, the products are underwritten by the insurance company, which can reduce the many worries of the agents. Donghan LED lighting is such an excellent enterprise.
The development of the LED lighting industry has only been a few years ago, and there are already many listed companies, including Donghan LED lighting, Qinshang Optoelectronics, and Sunlight Lighting. However, it takes many years for traditional lighting companies to go public, which shows that the country attaches importance to LED companies.
From the market point of view, many companies closed down in the first half of last year, but from the second half of the year, the market began to stabilize. Many companies that do traditional lighting have also turned into the LED market.
But now LED is still in a chaotic era, but "the heroes in the chaos", I was also based on such considerations to enter the field of LED circulation.
"Lighting Channels": There is now a saying that the LED era will come in full in recent years, but some dealers still dare not easily get involved in the LED field, and think that the current market is chaotic, how do you think about it?
Long Yuyu: With the country's emphasis on LED, LED has entered the scope of national energy-saving subsidy bidding, which will play a positive role in the future LED market.
Whether a person can succeed in some way requires innovation, and innovation needs a certain foundation. Just as there is an old saying in China, it is good to know the new.
The specific point of "warming" is to look at others and themselves. See how others succeed, such as NVC, Op, Sanxiong Aurora; see how they have failed, and then seriously sum up experience and find out where the industry is developing.
"Knowledge New" is going to be at the forefront of technology, and always pay attention to the country's policies and find a development direction that suits our present. While finding the direction, focus on cultivating your own team, finding the right product for you, and then promoting it. At this time, as long as your foundation is solid, unsuccessful is impossible.
The so-called foundation, the most important is the channel. As long as the employees laid down the channels in a down-to-earth, diligent and diligent way, and found their own products, each manufacturer's products have their own selling points. This matter is urgent, the high-rise building is flat, the foundation is very important, and it cannot be chaotic for the sake of speed.
At present, Aumang is actively constructing a distribution network for second- and third-tier cities in Hubei, and by establishing a point-to-point contact with local core distributors, it has laid a solid foundation in the province. As a new company in the field of lighting circulation, Aumang is poised to prepare for the feast of the LED industry.
"Lighting Channels": At present, the LED lighting industry has not yet seen a well-known brand that people really agree with. Would you please talk about brand building?
Long Yuyu: A good brand should have both thrust and tension.
Pulling refers to the recognition of the distributors under the channel to the total generation. A rally brand can explain to some extent that this is a mass brand; the thrust, in short, is the question of whether the brand can be profitable or profitable.
Assuming that a brand has both thrust and pull, then the brand is a quality brand; if the brand has no thrust, the brand can only be regarded as a low-end brand, and only the thrust has no pull, it can only be regarded as a second-line brand.
Brands with thrust are generally good in terms of price/performance ratio, that is, they can earn profits while ensuring that the quality is above the industry average. Most of the brands are currently concentrated in second-tier brands. 
Aumang: Stable Foundation Welcomes LED Feast
[Source: Gaogong LED's "LED Lighting Channel" magazine No. 6 (Total Issue 42) Reporter / Liao Tie]