Wen Kale: The first modern light brand to operate

Ivan Kale has always been low-key in the domestic market, which is consistent with the consistent style of this corporate leader, but in the domestic high-end modern lanterns field, I mentioned that Alvin Kale is almost unknown. Since the establishment of the Ivan Kale brand in the domestic market in 2001, the company has developed nearly 100 franchised stores in large, medium and small cities in China. In 2006, the brand established operation centers in Zhejiang and Jiangsu. Here, our reporter interviewed Mr. Yu Baoer, General Manager of Aiwen Kale Zhejiang Operations Center and Mr. Huang Shanguo, General Manager of Ai Wen Kale Headquarters, on the operation of Hyundai Electric. Yu Baoer: 2-3 years to build Zhejiang designer modern light preferred brand reporter (hereinafter referred to as the record): Yu Zong, as far as I know, high-end modern lanterns are marketed in the regional operation center mode, you are the first, why do you choose this A model for high-end modern lanterns? Yu Baoer (hereinafter referred to as Yu): We know that the current modern lantern brand is limited to the brand within the lighting distributor channel. No one has formed a mass brand. The competition of many manufacturers is currently stuck in the competition and price competition of product styles. According to our company's many years of experience in commercial lighting, the modern lantern industry will soon enter the shuffling stage. I believe that the final competition must also be the competition of the brand; while the traditional modern lantern distribution model, the merchant is not likely to have a brand. Investing, only through the operating model, operators can concentrate on superior resources, invest in three-dimensional advertising and promotion in the operating area, and at the same time, fully leverage the local wisdom of the operators; as the brand is in the public (at least in the designer) The popularity and reputation of the field) naturally form a brand. Reporter: In the domestic market, Ivan Kale started marketing in franchise in 2004. There are very successful shops and a certain number of unsuccessful stores. At present, it is not the most successful brand of modern lanterns, so why? Will you choose to operate this brand? Yu: I don't usually pick up the brand. As a strong dealer, we take over a brand not to see how successful it is. It is more to see if the positioning of this brand is in line with our product positioning and market positioning, and whether it is There is market competition; I took over the brand's research on the brand for a few months before I took over the company and found that the brand has a very strong product advantage, and the brand's operators are very clear about the brand. Very persistent; and the company has 7 years of experience in exporting; therefore, I believe that the brand will have a very strong explosive force through the combination with the dominant merchants, which is very obvious during our nearly four months of trial operation. As for some unsuccessful experiences, which brand will appear, and the importance of the operation center is also seen, because operators have the advantage of replicating successful models.


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