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Moderator: First of all, I am very grateful to Yin Zong for accepting our interview with SouFun. I would like to ask NVC so many products, what are the main types of products?
Yin Wei: NVC covers a wide range of lighting industry. Indoor lighting, commercial office lighting, especially home lighting, are the most used from a market perspective, including LEDs, as well as light sources and appliances.
Moderator: NVC products are so many, do you mainly do commercial lighting and home lighting?
Yin Wei: We are ranked first in commercial lighting. This exhibition has home lighting. Home lighting involves the lives of thousands of people, including different cities. So now the whole home lighting is like this one. There are more samples, not like office lighting. In the home lighting, NVC lighting is also catching up. The first is that we have a relatively short time. The second is the wide variety of home lighting markets. There is no one company that dares to say that it is the best in this field. .
Moderator: What kind of brand image do you want to build in the home lighting industry?
Yin Wei: In addition to the effect of lighting, the home has different decoration styles and different application occasions, so this is a combination of technology and art. We hope to do well in this aspect. First of all, the quality of the products is better and more comfortable. There are also functional aspects to start with effects and art, so this is very challenging, and we are now working hard in this direction.
Moderator: Now consumers are very concerned about energy conservation and environmental protection. Does NVC have some new measures when developing new products?
Yin Wei: First, we will give priority to energy-saving products when we are doing product development. In home lighting is also a priority in this regard, basically our products are based on energy-saving light sources, some energy-saving lamps, LED lights. The second is to achieve a good effect in the design of the luminaire, the light should go where it should go, not in the eyes of the person.
Moderator: Now that NVC is so successful, the scope involved is so wide. What do you think is the core competitiveness of NVC's success?
Yin Wei: From the perspective of the lighting industry around the world, the size of the entire NVC is not too large. If there is a little success, the first point is that China's development has brought opportunities for development to NVC. The industry is booming. As NVC itself, I think his founder Wu Changjiang should be developing. Played a very important role, he has a keen eye, can seize the opportunity of the market, the whole idea is to build a brand, we now have a lot of overseas customers, compare their own brands and OEM, we will definitely choose to be a brand OEM is to help people work, so we have to be the first in the industry to create a brand.
Moderator: What kind of direction do you think NVC will develop in the future?
Yin Wei: Now that the 17th National Congress is being held, it is a fast and good development. We may have a speed that is as good and fast as possible. It is expected that in the next five years, the lighting market is probably now. 4-5 times, a good basic lighting company should seize this opportunity.
In the future, there will be some cooperation, acquisitions, and mergers in the industry. If you do well in this industry, this is a speed. If you want to set up many links, it will be slow. Again, without a good foundation, problems can arise. Therefore, I think management should think about how to go after the company has grown 10 times or more. This is what NVC is currently considering.
Moderator: Now the competition in this industry is very fierce. What do you think is the advantage of NVC?
Yin Wei: First, from the inside and the outside, its channel in the market is very wide. There is a saying that the channel is king. This is our advantage. We will develop this market together with our partners. Urbanization is taking place. Development, this space will increase in the future, we have some opportunities and have the advantage of channels.
Second, we have spent a lot of time building a manufacturing platform in the recent period. We have companies in Huizhou, Wanzhou, and some other investments in manufacturing. We hope to support the future from a manufacturing perspective. growing up very fast.
Third, we will work hard on R&D. Although lighting is a traditional industry, we must pay attention to R&D. The R&D department needs a lot of investment. We are also gradually strengthening and have certain R&D capabilities.
Moderator: As consumers, they are very concerned about after-sales service. What advantages do you have over other companies in this respect?
Yin Wei: The customer buys a comprehensive thing. First of all, the quality of the product is very important, followed by whether the purchase is convenient, and the third is its service, pre-sale, sale and after-sale. There are not many storefront products, enough inventory is enough, if you want to buy a lamp, you can buy it immediately, or you can change it, you can not replace it, etc. These are all consumers' concerns. Therefore, the number and quality of our products will gradually increase in the future. Of course, there is still a support system behind it that is a good product point. Manufacturing and R&D are very important. In addition, where the store is opened, whether the product bought is good or not, and the order can not be delivered in time, these aspects are also very important.
There are also our shopping guides, they are serving consumers, we give them a professional guidance, this is what we are doing.
Moderator: Just now, Mr. Yin talked about channels. What are your sales channels and publicity channels?
Yin Wei: The sales outlet channel is currently our main sales channel, but this outlet can also gather some customers, including some professional customers. The brand promotion and planning of the entire company is also the focus of our marketing department. The connotation of the brand and the degree of publicity need to be done with great effort. Because we have also experienced the importance of the brand over the years, we will be helped by others. Double the squeeze, but there is no way, too many people do not have their own brand, and some manufacturers are willing to do a profit of 1 point, so it is very important to make the last brand.
Moderator: In the Chinese market, there are often some problems of cloning and imitation. How does NVC look at this aspect?
Yin Wei: This is a problem that the market has developed to a certain extent and cannot be avoided. This is a must-have reality for the imitation and operation of other people's products, but in such a situation, it must stand out.
NVC has such a unique ability. What NVC is doing is difficult for others to imitate. Because this involves the power of capital, talents, and channels, others can create more than 2,000 stores across the country. Building three industrial parks? This is the embodiment of comprehensive strength. We will increase investment in research and development in the future. This is difficult to clone. But there will inevitably be such a situation in the market. We also have our own methods to deal with this phenomenon. There are many issues related to brands and products. This is a legal issue. We will use legal weapons and relevant government departments to deal with them. This phenomenon is also objective and not present today. It has been around for a long time. .
Moderator: What direction do you think the home lighting industry will develop in the future?
Yin Wei: The home lighting market is one of the biggest areas. Now that house prices are rising, everyone’s desire to improve their lives is very strong. The pace of urbanization is also accelerating, and everyone's demand for good decoration is also increasing.
Moderator: There are many lighting and electrical factories that are turning to home. What do you think of this phenomenon?
Yin Wei: This is bundled. Therefore, because this industry develops faster, there are more demands and changes. First of all, I think NVC must do it in the home lighting industry. The second one must also find its rules and customer needs through practice. Gradually form our own style, many of our peers do better, we have to learn, our slogan is that there is a family with NVC, the brand that can be accepted by the public, the best response is in home lighting, this slogan is Very challenging.
Moderator: What kind of added value do you think NVC will provide to consumers?
Yin Wei: We will first provide consumers with quality products, because consumers have spent a lot of time thinking about decorating the house, hoping to have a comfortable environment, lighting is the final decoration effect, is the finishing touch. Second, we will also provide him with the most important lighting, the variety of products, we hope that most people accept our products.
Moderator: In terms of home lighting, what do you focus on?
Yin Wei: There are two types of home lighting, one is functional and the other is decorative. Both of us are placed in more important positions. For example, functional furniture lighting, we will consider some of the original spotlights, etc., how these products are placed in the home to achieve the effect of lighting, the design of the lamp itself is relatively simple.
The other one is decorative. This is the most difficult. We don't have a lot of samples, but the kinds are crystal, sheepskin, and glass. We hope to study the development trend of all aspects. The decoration of the entire market lighting can match the style of home decoration. When the designer buys the product, when he sees the product of NVC, it will be what I want. Functionality may change in a few years, but the decoration may change in a year, so we have to grasp this rhythm. It is not that I have a Class A product today, but that I am launching a new product in the Class A product. I hope that I can have these two advantages in home lighting, and the professional things are very professional. The other is that we are able to study renovations, from domestic to foreign, with such an opportunity to provide consumers with alternative lighting products.
Moderator: The ability to self-improve the brand will usually be self-improved and improved. How does NVC do this in this respect?
Yin Wei: NVC has a good foundation for home lighting. The two bosses of the home business department have decades of industry experience. The most important thing about this experience is management and understanding of home lighting, and they also do it locally. biggest. Just now, the decorative lights have been developing. This is related to the styles of different eras. They have done so many years, they can do so well in this industry, and open up a lot of comprehensive differences. It is one aspect to open stores and select products. This store is being developed every year and every quarter. If there is no such experience, there will be no change, so it is very important to say this. These two CEOs brought some of the original experience to NVC. I think this is a good combination. I also hope that I can make such a platform better. The following team is already very big, and the team's ability can be improved. A level of strength, coupled with the original strength and network, can make NVC develop better.
Moderator: Thank you for accepting our interview with SouFun.
Character introduction: Yin Yi, Shanghai native, general manager of Lighting Lighting Division of Huizhou NVC Optoelectronics Technology Co., Ltd. 1985-1992 Master of Science, Fudan University, Shanghai, 1992-1995 Lecturer, Fudan University, Shanghai, 1995-2006, served as director of sales of Philips Lighting Engineering Channel, Director of Product Management and Development of Lighting Division, joined Ray in early 2007 Shishi, as the general manager of the lighting business unit.
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