With the implementation of the national “Eleventh Five-Year Planâ€, another energy-saving heat has been blown up again. Many merchants have turned their attention to energy-saving lighting products. I hope that through the impact of the macro environment, we will find a new round of opportunities. world. Among the many companies, the Dunge Group is one of the most representative companies. It is formed by Hangzhou Yuzhong Gaohong Lighting Appliance Co., Ltd., which has sold nearly RMB 1 billion, and Shanghai Zhengbei Lighting Appliance Co., Ltd., which is famous for R&D and export, and Shanghai Dunge Electronic Trading Co., Ltd. But what is puzzling is that the enterprise group that has such a brilliant performance in exporting has chosen the field of light source with such fierce competition when exploring the domestic market. What is the courage and purpose of this? After the exchange with Dr. Wen Guojun, the general manager of Dunge Lighting, the answers surfaced one by one.
According to Dr. Wen Guojun, more than 90% of the world's energy-saving lamps are produced in China, but the usage rate of energy-saving lamps in China is less than 20%. This is a frustrating number, but it also contains a huge market space.
There are many light-source manufacturing enterprises in China, but there are very few real-world light source products. How can we stand out in the new market competition mechanism when homogenization is getting worse? Innovation has once again become the direction of all enterprises. In the early stage of its establishment, the Dunge Group decided to cut into the lighting market with a new marketing model and take the road of market differentiation. From channel innovation, sales innovation to service innovation, product innovation... take every step and serve Chinese consumers.
Channel model innovation
In channel innovation, Dunge changed the large-scale wholesale model of traditional channels, directly into the end of the sales chain, spreading retail stores among the residents of the community and directly facing the end consumers. Because the circulation channel of traditional light source products is a large wholesale mode, the radiation channel downstream from the channel upstream. Most of the manufacturers operate in the form of regional agents. The dealers operate exclusively and the business barriers are strict. The manufacturers lack communication and management of the overall market situation and the distributors, resulting in increasingly chaotic channels, which will not improve the overall light source market operation capability. Sales fell. Coupled with disorderly price competition, the profits of manufacturers and distributors are reduced. Some manufacturers have to sacrifice product quality to reduce manufacturing costs, flood the market with inferior quality products, disrupt the normal competition order of the market, and make both dealers and regular manufacturers suffer. Loss, consumers also have concerns in their hearts, creating misunderstandings of energy-saving lamps and saving money, and a vicious circle of the overall industrial chain.
Dunge utilizes channel innovation to reduce the intermediate links of sales channels and directly distributes them in prefecture-level cities, counties and township markets. The manufacturers directly serve and manage local distributors, actively respond to market changes, improve brand competitiveness, and effectively resolve them. Conflicts and conflicts of interest between manufacturers, distributors and distributors, dealers and consumers, improve product competitiveness, balance resources, mutual benefit, balance of responsibilities and interests, increase retail outlets, and improve retail terminals Coverage, with a point to face, quickly formed a high market share in the local area, becoming a regional advantage brand.
At the same time, it is supplemented by promotion strategies such as community promotion, promotion and advertising, which not only increases the business confidence of the merchants, but also increases the profit, and satisfies the convenience of consumers' purchase, so that consumers can buy high-quality energy-saving at their doorstep. product.
Promote innovation
In the innovation for sales, some companies only invest in some self-talking advertisements as the only channel of communication. The most basic energy-saving education is not enough. Take energy-saving lamps, for example, many consumers are now Still can't tell the difference between white light and yellow light, let alone how to distinguish between excellent and inferior energy-saving lamps, which makes many bad manufacturers sneak in, shoddy, and deceive consumers.
The Dunge Group introduces integrated marketing communication concepts and communicates with dealers, consumers and local governments through multiple channels. Starting from energy-saving education, consumers will know how to purchase energy-saving lamps on the premise of how to use energy-saving lamps correctly. The joint energy-saving office regularly holds energy-saving promotion activities in residential areas, turning energy-saving from slogans into reality and bringing them closer to consumers. Distance, do the energy conservation consultants around the people.
In September this year, Dunge actively participated in the energy conservation and consumption reduction project advocated by the government in the East China market, and the activities of “energy saving and joyful delivery†and “energy saving into the 100 communities†jointly organized by the government energy conservation offices at all levels were popular among the people. welcome. Through online and offline promotion, in the local area, Yuzhong Gaohong has become a banner for energy conservation and environmental protection in the hearts of ordinary people.
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