Text / Li Linbo talked about commercial lighting, people inside and outside the industry will naturally think of NVC lighting, Sidon lighting two brands. Not only because the two heads of Sidon Hu Jingwen (formerly Hu Yonghong) and Du Gang were the founding shareholders of the original NVC Lighting, but more because these two brands represent two different successful development directions in the business field. One takes a diversified, large-scale operation, and the other takes a specialized route.
At the beginning of the restructuring of Xidun Lighting at the end of 2006, it was proposed to achieve “starting and surpassingâ€. This is not only the concept planning of Sidon Lighting for its own development, but also the employment of Xidun lighting agents, dealers, staff and the lighting industry. The promise of people!
One year has passed, and around the Sidon Lighting “starting and surpassingâ€, the industry has many comments. What did the Sidon people do, what have they achieved, and what new developments have been made? In this regard, the author visited the general manager of Sidon Lighting Hu Jingwen, and telephoned several Weston lighting distributors.
Hu Jingwen, general manager of Sidon Lighting (formerly known as Hu Yonghong)
For “starting beyondâ€, Sidon interprets it as:
Beyond the traditional partnership of business operations. Sidon Lighting is committed to creating a new type of corporate business value chain system and creating a common business platform for all aspects of the value chain system. While pursuing sustainable business management, we will place more on the interests of Seaton's overall value chain, including Sidon Lighting employees, agents, distributors and suppliers at all levels, in the highest interest of business operations.
Beyond the traditional business operations and career goals. “Dang Zhicang Gaoyuanâ€, Du Gang, Chairman of Sidon Lighting, and Hu Jingwen, General Manager, repeatedly repeated their arguments on “selling 500 million yuan before the enterprise does not pursue profitability†on different occasions, and all the profits of the company are used for market input and Enterprises expand their operations.
Continuously surpassing the development goals of the company itself. Most companies set their goals on scale and profit. Sidon is determined to be a century-old brand and will cultivate its core competitiveness as a lifelong mission. From the beginning, Sidon has positioned itself to cooperate and compete with internationally renowned companies on a global scale, striving to become a model representative of a national enterprise with independent research and development and independent intellectual property rights and innovative capabilities.
In the inner edition of Seaton Lighting, "Sidden Style", the author saw that Sidon Lighting summarized its events in 2007:
01. Annual sales exceeded 100 million yuan, a three-fold increase over the previous year.
02, ERP system runs successfully.
03. Investing 25 million yuan to move to Huizhou New Industrial Park.
04, the full range of products have obtained the national mandatory CCC certification. Xidun lighting products were rated as Huizhou famous products.
05. The German laboratory was registered and put into use in Grafvit.
06, the company VI, the store image communication systematization, and began to promote the spread to the public.
07. Spend huge sums of money to recall 3 million old energy-saving lamps.
08. General Manager Hu Jingwen was awarded the title of “The Top Ten Marketing Persons in China's Lighting Industry†sponsored by “Guzhen Lightingâ€.
09. The Sidon Indoor Lighting Summit Forum was launched in the first-tier cities in China.
10, Sidon Lighting won the top ten titles in the national after-sales service industry.
â– Overall value to promote sustainable operation At the Sidon Lighting National Distributor Conference held in February and the Sidon Lighting Supplier Conference held in March, Hu Jingwen took the company's management team several times when talking about the company's 2007 operating results. To dealers, suppliers.
Hu Jingwen believes that with the development of the lighting industry, the attributes of its circulation industry are increasingly prominent, and the competition among industry brands is the contest of supply, manufacturing, marketing and service of the entire value chain system. Under this new competitive landscape, it is especially important for Sidon's future sustainable operation to create a new type of high-quality Xidun lighting enterprise's overall value chain.
To this end, in the process of business operation, Sidon Lighting puts the interests of employees, the interests of dealers and distributors, and the interests of suppliers in the highest interests of business operations, advocates breathing, sharing fate, spreading and building common brands. , career platform.
Sidon's specialty store, Sidon Lighting, regards the overall competitiveness of the supplier team as an important support point for the company to achieve production and sales scale and profitability in the future. In 2007, Sidon Lighting set out to develop a strategic partner team for Sidon Lighting Suppliers and achieved good results. Under the premise of ensuring financial integrity, Xidun Lighting will send people to the factory to provide equipment, technology and information consultation to help suppliers improve management, optimize technology, improve quality, increase production capacity and profitability, and ensure suppliers. The overall stability of the team enhances the strategic mutual trust between Seaton and the supplier team.
Sidon's specialty store, Sidon Lighting, uses a regional exclusive agency system to expand its channel network. Fully trust and encourage the dealers, supplement the dealers' initial store investment with actual funds, give free sample packages, standardize the company's overall VI system and store image decoration, support the dealers' commercial advertisements, and expand the mass brand communication in a timely manner. Hu Jingwen said: "As long as the dealers agree with Sidon's culture and are willing to grow with us, the strength is almost irrelevant. It doesn't matter if you are unfamiliar with the products. Sidon will try to help each dealer and Sidon grow together." According to the situation of dealers nationwide, the business school organizes a series of training courses for dealers, store managers, lighting designers, and learn with dealers to create a professional commercial lighting service team. For the unsalable and old energy-saving lamps with a value of 3 million yuan retained in the market, in October 2007, Sidon all recalled all the funds and completely solved the problems left by the market. "In the lighting industry, Sidon is very promising, and it is a potential stock, so many dealers choose to do Sidon," said Wu Cheng, general manager of Hubei Minghua Lighting. Sidon emphasizes that the first-line personnel in the market use the full enthusiasm to serve the market terminal. Fan Hua, general manager of Kunming Huadeng Family, compares Sidon’s marketing strategy to “Coyote Breakout†and strongly advocates the continued passion of the Sidon marketing team and provides thoughtfulness to dealers. service. At present, Xidun lighting stores and distribution outlets have been rapidly expanded. At present, there are more than 300 specialty stores in the national market and more than 300 distribution outlets. Sidon presents its growth and development potential to the industry with its unique growth rate. .
Talents are the key to the development of lighting industry enterprises. Seaton Lighting continues to improve the corporate environment, disseminate corporate vision and ideas, and attract and broadly recruit talent. In May 2007, it invested 25 million yuan to realize the new Huizhou Xidun Industrial Park with an area of ​​60,000 square meters. The company from research and development to production, from quality control to marketing, from human resources to financial management, all fields Introduced talents with rich experience and high reputation in the industry. Hu Jingwen has a habit. At the company public meeting, he always introduces the company management team to the participants. He said that this is a moment he is proud of.
â– Based on customer needs As we all know, the lighting store model and hidden channel theory established in the early days of NVC have contributed to NVC's entrepreneurial success and rapid development. Nearly 10 years have passed, the macro-society and economic environment have changed, and the difficulty in the business environment and entrepreneurial success is far from being the day. For the current Sidon enterprise management, when talking about the company's guiding ideology, Hu Jingwen summarized it as “the basis for the final application of customer needsâ€.
Traditional lighting companies focus on distributors and hidden channel direct customers. Sidon Lighting further extends the focus of business operations, starting from the end customer demand, and launching product development, quality control and marketing development around the origin of the final application customer needs. , lighting design and ancillary services.
With the improvement of people's living standards and the change of consumer attitudes, people are paying more and more attention to the comfortable light environment and pursuing the aesthetic taste of light. The light environment has become the direction of lighting enterprise R&D and service. When most industry companies outsource their products to OEMs, Sidon Lighting chose to keep abreast of product development and independent production rights. In October 2007, after being approved by the German government and registered in Grafetter, Germany, CDN Lighting Lab GmbH, located in Hamburg, Germany, was officially established. It will fully absorb the professional, rigorous and atmospheric design of German lamps. The concept plays an important role in the international design direction and new technology of the input products of Sidon China market.
Today, with large-scale operation becoming the dominant direction of the lighting industry, Sidon strives to seek breakthroughs in market segments. In order to quickly meet the market sample and personalized customization, Sidon purchased more than 20 Italian automatic CNC punching machines, wire cutting and other equipment, rapid prototyping, sample development and sample delivery in 3 days, Hu Jingwen said, 07 When participating in the bidding for the Shanghai Mizuno lighting project in the year, the lamps provided by the previous companies could not meet the design requirements well. The other party heard that Sidon was good, but the invitation was only three days. The company sent a research and development director to Shanghai to communicate with customers about the selection of lamps, draw sketches, set plans, and then go to the samples. It took only 2 days to complete, and sent people to Kunshan to send samples overnight, participating in high-level products of customers. When the argument was made, the other party could hardly believe that this was true.
At present, Sidon has a total of 28 patent certificates, passed the national energy-saving certification, international standards certification, barcode certification, and obtained 3C certification, CQC certificate, and the certificate covers Sidon's full range of products. Introduced a complete quality management system to improve quality control.
On the basis of the original free distribution, free installation, repair and replacement, Xidun Lighting launched an expanded lighting designer team to implement free lighting design, and invested more than 1 million yuan in the Sidon Huizhou headquarters to establish the Sidon Lighting Light Experience Center. Sidon Lighting professional commercial lighting image.
The exclusive agency system in the permanent area requires manufacturers to establish a more complete market terminal management system, which directly increases the workload of the supporting services of the manufacturers. Xidun constantly improved the service of the company's back-office service department. In the third “National Commodity After-sales Service Evaluation Activity†jointly organized by “Guzhen Lighting†and the Ministry of Commerce, Sidon Lighting was awarded “professional, efficient and high-quality serviceâ€. The top ten after-sales service industry in the country.
â– Professional stealing opportunities In recent years, with the increase of domestic infrastructure construction projects, the popularization of urban lighting projects and the vigorous development of commercial space, the market demand for lighting products has increased significantly year by year. This also directly caused many lighting companies to compete in the scale of competition, compete for diversified operations, compete for growth rate, and compete for capital operation.
"We don't engage in simple scale pursuit, we want core technology and core competitiveness." Sidon Lighting emphasizes the specialization of the industry, along the professionalization of the three areas of office, hotel, and store lighting, and unbiased, set up the Sidon Lighting The "professional" image forms its own unique advantages and strives to seize the opportunity in a new round of change.
Chen Xiao, general manager of Guangzhou Huguang Co., Ltd., strongly supports Sidon’s product strategy and positioning. He believes that the lighting industry is now homogenizing products, homogenizing marketing models, and even brand identity is homogenized, without professional direction and service. The concept is difficult to break through.
Professionalism means high standards. In 2007, Sidon launched dozens of patented metal halide lamps, patented grille aluminum cup light sources, international standard metal halide light sources, deep-buried edgeless and narrow-edge grille spotlights, and high-altitude anti-glare downlights. Sidon has been at the forefront of product development in the commercial lighting industry and has formed a complete product line that covers all categories of commercial photos.
In the brand communication, Seaton Lighting has infiltrated the concepts of “professional lighting consultantsâ€, “in the light world, we know more†and “feel professional lightingâ€.
With the improvement of professional image and professional service support, Sidon Lighting successfully won the bid for a series of large-scale projects including the Office of the Ministry of Construction, the Office Building of Zhejiang Provincial People's Congress, the 3,500-mu new campus of Chengdu University of Electronic Science and Technology, and the Anhui Medical University School District. Brand chain.
â– Responsibility to enhance the image to enhance corporate image, Sidon Lighting is more effective in fulfilling corporate citizenship behavior.
The vitality of the staff of Sidon Lighting Sichuan Disaster Relief Volunteer Team is the foundation of enterprise development. Xidun Lighting constantly improves the welfare of employees, free accommodation, employee social security, welfare activities, and it is rare for many companies to recruit people. Today, Xidun Lighting has successfully recruited the factory door in Dongjiang Industrial Zone in Huizhou, Huizhou to meet the needs of employment.
In September 2007, the mother of an ordinary female college student in Huizhou was suffering from leukemia without money. Sidon Company contacted her and donated 67,000 yuan without any active propaganda. For this unnamed donation, after a few months, Hu Jingwen still said that today I am doing Sidon. What I want to do with Du is to build a company. People here know lighting and love life, and they are willing to study for a long time. Lighting and lighting, to enhance their true ability to create the core competitiveness of our own commercial lighting industry, instead of shouting slogans and making great leap forwards all day, we donate low-key, just to train every employee of Sidon Social responsibility.
Sidon Lighting Sichuan Disaster Relief Volunteer Team
In April 2008, Sidon took the initiative to invite the blood donation team of Huizhou Central Blood Station to enter the Sidon Industrial Park to organize voluntary blood donation.
After the “5?;12†Sichuan earthquake in 2008, Sidon organized a charitable fundraising event for the people in the disaster area and raised 100,000 yuan. The company quickly set up the Sidon Lighting Sichuan Disaster Relief Volunteer Team led by General Manager Hu Jingwen, and collected the urgently needed materials for the disaster area, and went to the front line of the disaster area to distribute the materials directly to the affected people. Xie Lijun, a distributor of Sidon Chengdu, heard that he had put down his hands and participated in the Sidon Volunteer Team. Hu Jingwen said that Sidon will continue to pay close attention to the disaster situation in the disaster area, "not seeking a name", and further support the people in the disaster area to invest in the reconstruction of the home after the disaster.
Sidon Lighting Sichuan Disaster Relief Volunteer Team
In 2008, Sidon Lighting set a business target of 250 million.
For Sidon Lighting's “starting and surpassing†and future operational improvement, “Siton disdains the competition and transcendence in a narrow sense. Under the clear target and strong execution conditions, any goal of the enterprise will be realized. Sidon has its own mission. - That is to become the most professional commercial lighting service system in China and the world. Sidon will surpass the traditional way of thinking, transcend the traditional growth model, and surpass all kinds of false propositions that bind individual creativity! In essence, we must surpass us. Habits and inertia, surpassing yesterday's self!" Hu Jingwen said!
Editor: Wang Xiaofeng Typography: Yang Xiaolian Beauty: Peng Anjun Final Review: Yao Xiaohong
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