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In recent years, with the rapid development of China's lighting and electrical industry, China's lighting market has staged a wonderful drama that is changing and competing in the competition. In the foreign companies, they are rushing to settle in, and other domestic industry giants are actively participating, the first in China's lighting industry. The round of “shuffling†has been basically completed, and the industry is moving towards the stage of large-scale operation and brand development, and a new era has begun.
A few days ago, the reporter got the news that Zhejiang Delixi International Electric Co., Ltd. integrated Delixi International Electric and Delixi International Lighting into the brand of “Delixi? Home Furnishing†in 2008, and entered the domestic lighting market as a well-known electrician. Brand, Delixi International Electric chose to enter the lighting market at this time for strategic considerations? With this question, the reporter interviewed Cheng Minquan, executive deputy general manager of Zhejiang Delixi International Electric Co., Ltd.
Market strategy to establish brand positioning
Reporter: Mr. Cheng, hello! I heard that your company will integrate Delixi International Electric and Delixi International Lighting into the “Delixi? Home Electric†brand this year. At the same time, it is involved in the domestic lighting market during the year. Is the news true?
Cheng Zong: Yes. However, we have not officially announced this plan yet. In April, we will hold a business briefing session in Zhengzhou and the unveiling ceremony of “Delixi? Home Electricâ€. You are welcome to attend.
Reporter: Thank you Mr. Cheng for his invitation. I really want to know, what is your concept of "Delixi? Home Electric"?
Mr. Cheng: As the core enterprise of Delixi Group and the leading backbone enterprise in China's construction electrical industry, we have been committed to the R&D, production and sales of building electrical appliances. After so many years of doing it, I feel that this industry has a hard wound, it has been It is a low-profile industry. The product interface is always engineered, technical, and cold, and can't enter the consumer's heart. This is not conducive to the establishment and promotion of the brand image. In response to this situation, we repositioned the brand in 2008, and took the lead in launching the concept of “home electrical†in China, and positioned “Delixi? Home Electric†as the “home electrical overall solution expertâ€. To provide consumers with a full range of home electrical products and one-stop services with technology leadership, cost-effective, distinctive human characteristics and more personality characteristics to reflect our unique brand value.
Reporter: It turns out that. However, what does this have to do with Delixi's full involvement in the lighting market?
Mr. Cheng: In fact, we started lighting projects as early as 2003. In 2004, we started selling grille lamps and bracket lights, mainly for engineering projects. In mid-2005, we increased home lighting products and energy-saving lamps with retail channels. At the end of last year, the company invested in the establishment of a lighting electrical production base in Guangdong and began the comprehensive development of lighting products. However, before this, lighting products were only a supplement to sales, giving dealers a tool to make money. According to our new brand positioning, lighting and electricians must be a complete match, otherwise "home electrical", "home" There is no way to talk about the electrical overall solution experts. Therefore, our involvement in the lighting market is only a tactical action, and its strategic purpose is to enrich and realize the brand positioning of “Delixi? Home Electricâ€.
Strong backing supports "dancing with wolves"
Reporter: The lighting market has been very competitive in recent years. How do you view the market you are about to enter?
Mr. Cheng: The total sales of the domestic lighting industry has increased from 45 billion yuan in 1999 to about 200 billion yuan, which is increasing by more than 20% every year. With the Beijing Olympic Games and the 2010 Shanghai World Expo in China, many cities in China are carrying out urban lighting renovation projects, and a large number of residential home improvement projects are expected to maintain an average annual growth rate of more than 15% in the next few years. Speed, this is undoubtedly a huge and tempting cake. Nothing is too early, and frankly, we are also coming to this cake.
However, there must be competition in places where there are cakes, and the bigger the cake, the bigger the competition. At present, participating in the cake, not only some old brands in the lighting industry, such as Yaming, Sunshine, etc., some local companies with competitive advantages in other industries also joined, such as TCL, Matsumoto, Kisho, etc. At the same time, international lighting brands such as Panasonic, Philips, GE, Osram, Huage, Regani also carry out the production and development of lighting products in China through joint ventures and cooperation. Obviously, we have joined a game that dances with wolves.
Reporter: Dancing with wolves requires not only courage, but also strength and capital. So, what is the cost of Delixi's participation in this game?
Mr. Cheng: There are three main reasons for our capital: First, strong parent brand support. Delixi Group is a well-known national large-scale industrial enterprise. The total assets of the group are more than 5 billion yuan and the brand value is 2.828 billion yuan. Its comprehensive strength ranks among the top 500 private enterprises in China. As the core enterprise of the group, Delixi International Electric Co., Ltd. is undoubtedly famous for its brand awareness and reputation. This will bring huge sales expectations and consumer confidence to the market. Second, strong channel support. At present, we have offices in more than 20 large and medium-sized cities such as Beijing, Shanghai and Wuhan. There are more than 600 service outlets and thousands of sales outlets throughout the country. Through this channel, our lighting products can be very short. In the time of the "last mile", to reach the consumer; Third, strong product development, production capacity support. We have advanced R&D, production and testing equipment, and established a product research and development center in 2004. We have more than 10 top engineers in the industry, more than 50 technicians, more than 40 people in testing and quality, and are in the forefront of product technology research and development. .
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