[Text|High-tech LED lighting channel Zhongshan Station reporter Zhou Jianhua] Since its establishment in 1991, Langeng Electric has been 24 years old. In 2002, the lighting division was established. In 2007, LED lighting was developed and the channels were relatively wide. It has already formed a well-known industry brand. In 2014, when LED circulation became more and more mature, Langeng Lighting integrated resource advantages and clarified the relationship between joint ventures, and fully returned to and deepened the domestic circulation channel market with the principle of focusing on brand, quality and responsibility.
To this end, "LED Lighting Channel" interviewed Deng Chaohua, chairman of Langeng Lighting, to showcased for the industry: Langeng Lighting focused on product and channel quality in a new round of channel competition, forming a new core advantage, allowing businesses to have more Long-term cooperation confidence.
"LED Lighting Channel": Founding the brand for 24 years, the reason why Langneng Electric can be in the forefront of lighting electrical channels, what are the main business ideas that you have been upholding and practicing? What experiences or ideas are applicable to the channel development of Langeng Lighting?
Deng Chaohua: We mainly adhere to the principle of “being honest, doing business in good faith, and developing steadilyâ€. We have also implemented this concept in channel development.
The wind and the long-term should be eye-catching, and the market will eventually belong to the brand. We firmly believe that the effectiveness of branded construction investment can not be measured only by the short-term sales increase, but also by the accumulation of brand equity.
Because for the enterprise, the road of brand is the long-term development of the company. We have seen that some of the world's top brands like Coca-Cola, the brand power they broke out in the market competition is very amazing, so we are When measuring the effectiveness of cost investment, in addition to comparing sales, it depends on the growth of brand value.
"LED Lighting Channel": In terms of product quality and after-sales service that merchants and consumers are most concerned about, what specific measures will Langeng Electric have to maintain the brand's reputation? At a time when LED price wars are heating up, many companies have “shrinked†the warranty terms and years. How does Langen Lighting surpass its peers and deliver on its promises in this respect? Langeng Electric has set up a channel after-sales service line. What is the specific operation process? How is the business reaction?
Deng Chaohua: " Good quality and perfection." The brand reputation of Langeng products has always been advertised as "thickness", that is, the product reputation of "exquisite craftsmanship, reliable quality and stable image". We also cherish the precipitation of these two decades. We will adhere to this feature in terms of product quality. We will continue to carry forward this as always, and implement GB and other indicators on the safety, performance and reliability of our products. In the after-sales service, we implement the dealership responsibility system and the operational responsibility system to achieve the ultimate in time and space.
Many companies have "shrinked" the warranty terms and years. Because of the vicious competition in the market and the quick success, we will not participate in such a sensational game. We will tell consumers the true price/performance ratio.
The after-sales service process is similar to everyone's, mainly to be implemented in place. Customers' investment can be face-to-face service by local distributors. The follow-up of the factory must be quickly responded and timely, only the dealers will satisfy the customer service, the factory Satisfied with the dealer service, everyone is satisfied.
"LED Lighting Channel": At present, how is the preparation of LED home circulation products of Langeng Electric? What is the LED product portfolio that is being introduced to the market? Circulating products, especially LED ceiling lamps and light source products, are highly homogenized in the market. What are the main differences between such products?
Deng Chaohua: Langeng circulation LED home products have been prepared, and the product line has been formed. It includes eight categories of products: living room lights, kitchen lights, bedroom lights, spotlights, flat lights, T5 brackets, T8 tubes, light bulb.
In terms of homogenization, Langen's products mainly circumvent the process and standards of the products, that is, the entire line of products are certified, the process is automated, and the product reliability and light quality find their own positioning.
"LED Lighting Channel": In the terminal image display, Langneng will distribute thousands of mobile product showcases for merchants. The idea is based on what kind of market demand is proposed. What is the current progress? In terms of capital investment, what is the specific investment in channel construction and product research and development in 2015 or in the next three years?
Deng Chaohua: Thousands of mobile product showcases can display Langen's products as a whole, which can solve the difficulties of decoration and renovation of the business, and also facilitate the rapid promotion of the channel. In 2015, we will implement the “online and offline†two-line distribution policy and the “Langeng Green†promotion plan. Implement logistics distribution system in various regions.
In the next three years, the sales system of “two networks and one line†will be completed. In product research and development, we will open up our ideas, introduce external brains and resources, and upgrade our products to the vane of technology, process and application. We have already established a perfect laboratory for input, mainly in the test of various components of LED lamps and Increase the intensity of the test.
"LED Lighting Channel": What are the differences between the channel agency policies formulated by the company headquarters and the previous ones? What improvements in marketing support? The survey shows that in the LED era, the contradiction between manufacturers is mainly concentrated in: inventory, price reduction, training, after-sales, team, etc. How does Langneng Electric resolve these contradictions?
Deng Chaohua: The current channel agency is mainly “flexible, groundedâ€. The previous support was very blunt and did not have the human touch of the partner. Now it is very humanized, including the ability to tailor some sales plans and activities for a dealer. Each region can be adapted to the sales habits when conditions permit. It used to be impossible.
In the LED era, the contradiction between the manufacturers will be more intense, because the changes are too fast, the supply chain linkage needs to be fast and accurate, and there must be a mentality of helping each other. We are also somewhat confused in this regard, only from the aspects of product planning, sales orientation, planning accuracy, and supply side.
To this end, "LED Lighting Channel" interviewed Deng Chaohua, chairman of Langeng Lighting, to showcased for the industry: Langeng Lighting focused on product and channel quality in a new round of channel competition, forming a new core advantage, allowing businesses to have more Long-term cooperation confidence.
"LED Lighting Channel": Founding the brand for 24 years, the reason why Langneng Electric can be in the forefront of lighting electrical channels, what are the main business ideas that you have been upholding and practicing? What experiences or ideas are applicable to the channel development of Langeng Lighting?
Deng Chaohua: We mainly adhere to the principle of “being honest, doing business in good faith, and developing steadilyâ€. We have also implemented this concept in channel development.
The wind and the long-term should be eye-catching, and the market will eventually belong to the brand. We firmly believe that the effectiveness of branded construction investment can not be measured only by the short-term sales increase, but also by the accumulation of brand equity.
Because for the enterprise, the road of brand is the long-term development of the company. We have seen that some of the world's top brands like Coca-Cola, the brand power they broke out in the market competition is very amazing, so we are When measuring the effectiveness of cost investment, in addition to comparing sales, it depends on the growth of brand value.
"LED Lighting Channel": In terms of product quality and after-sales service that merchants and consumers are most concerned about, what specific measures will Langeng Electric have to maintain the brand's reputation? At a time when LED price wars are heating up, many companies have “shrinked†the warranty terms and years. How does Langen Lighting surpass its peers and deliver on its promises in this respect? Langeng Electric has set up a channel after-sales service line. What is the specific operation process? How is the business reaction?
Deng Chaohua: " Good quality and perfection." The brand reputation of Langeng products has always been advertised as "thickness", that is, the product reputation of "exquisite craftsmanship, reliable quality and stable image". We also cherish the precipitation of these two decades. We will adhere to this feature in terms of product quality. We will continue to carry forward this as always, and implement GB and other indicators on the safety, performance and reliability of our products. In the after-sales service, we implement the dealership responsibility system and the operational responsibility system to achieve the ultimate in time and space.
Many companies have "shrinked" the warranty terms and years. Because of the vicious competition in the market and the quick success, we will not participate in such a sensational game. We will tell consumers the true price/performance ratio.
The after-sales service process is similar to everyone's, mainly to be implemented in place. Customers' investment can be face-to-face service by local distributors. The follow-up of the factory must be quickly responded and timely, only the dealers will satisfy the customer service, the factory Satisfied with the dealer service, everyone is satisfied.
"LED Lighting Channel": At present, how is the preparation of LED home circulation products of Langeng Electric? What is the LED product portfolio that is being introduced to the market? Circulating products, especially LED ceiling lamps and light source products, are highly homogenized in the market. What are the main differences between such products?
Deng Chaohua: Langeng circulation LED home products have been prepared, and the product line has been formed. It includes eight categories of products: living room lights, kitchen lights, bedroom lights, spotlights, flat lights, T5 brackets, T8 tubes, light bulb.
In terms of homogenization, Langen's products mainly circumvent the process and standards of the products, that is, the entire line of products are certified, the process is automated, and the product reliability and light quality find their own positioning.
"LED Lighting Channel": In the terminal image display, Langneng will distribute thousands of mobile product showcases for merchants. The idea is based on what kind of market demand is proposed. What is the current progress? In terms of capital investment, what is the specific investment in channel construction and product research and development in 2015 or in the next three years?
Deng Chaohua: Thousands of mobile product showcases can display Langen's products as a whole, which can solve the difficulties of decoration and renovation of the business, and also facilitate the rapid promotion of the channel. In 2015, we will implement the “online and offline†two-line distribution policy and the “Langeng Green†promotion plan. Implement logistics distribution system in various regions.
In the next three years, the sales system of “two networks and one line†will be completed. In product research and development, we will open up our ideas, introduce external brains and resources, and upgrade our products to the vane of technology, process and application. We have already established a perfect laboratory for input, mainly in the test of various components of LED lamps and Increase the intensity of the test.
"LED Lighting Channel": What are the differences between the channel agency policies formulated by the company headquarters and the previous ones? What improvements in marketing support? The survey shows that in the LED era, the contradiction between manufacturers is mainly concentrated in: inventory, price reduction, training, after-sales, team, etc. How does Langneng Electric resolve these contradictions?
Deng Chaohua: The current channel agency is mainly “flexible, groundedâ€. The previous support was very blunt and did not have the human touch of the partner. Now it is very humanized, including the ability to tailor some sales plans and activities for a dealer. Each region can be adapted to the sales habits when conditions permit. It used to be impossible.
In the LED era, the contradiction between the manufacturers will be more intense, because the changes are too fast, the supply chain linkage needs to be fast and accurate, and there must be a mentality of helping each other. We are also somewhat confused in this regard, only from the aspects of product planning, sales orientation, planning accuracy, and supply side.
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