At present, most of China's lighting companies are imitating, following the industry leaders, so that not only can not reflect their own advantages, but you will also find that doing so, the road will become narrower and narrower, and finally into the dead end.
- Cai Ganqiang
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Ben Jun Lighting Manager Cai Ganqiang
State speed
Reporter: Mr. Cai, hello! Congratulations on your election as the top ten marketers in the first Chinese lighting industry. From the jury, you are in the second place in the online investment stage. At the second meeting of the jury, the main reasons for the judges to unanimously vote for you are: First, the successful transformation of Huaqiang in 2006; second, the state of 2006 The annual growth rate is over 300%; the third is to set a new model for high-end brands for the lighting industry. If you let me choose, which one do you think is the most worthy of your pride?
Cai Ganqiang: First of all, I would like to thank the industry and the judges for giving me this honor. What is worthy of my pride is that apart from the growth rate of the state, there is another point that the state has been following its own path of innovation, rather than following other companies. When we decided to promote the state brand, we did not think that the state should follow the path of Others like NVC, Sanxiong and Aurora. On the basis of summing up the success of other companies, we have established our state's operating model, so that the state can rise by more than 300% in 2006. And I believe that with the joint efforts of us and the merchants, this year’s development of the state will be faster and more stable.
Benbang wins in strategy
Reporter: With the intensification of competition in the lighting industry, the growth rate of many enterprises in 2006 has slowed down, and some even entered a dead end. However, in 2006, the state's lighting source products were almost out of stock. Although it has expanded its production scale by more than 2 billion, it still cannot meet market demand. In many factories, the marketing is weak, the market is shrinking, or the extension of the territory is blocked. The external capital is different from the lighting industry, and the state is playing a high-profile song. It is an industry miracle. Everyone wants to know, where is the secret of success in the state?
Cai Ganqiang: The competition in the lighting industry is indeed fiercer than before. Whether it is a domestic enterprise or a foreign enterprise, it has developed particularly fast in recent years. Some people think that market competition makes their business bad; some people think that big companies have grabbed their market share. This is not the case. As the saying goes, it is difficult to become a forest. Benign competition can continuously promote the growth of enterprises. Especially after the world-class enterprises participate in the competition, they can bring Chinese enterprises to a new level of competition, which is conducive to jointly enlarge the lighting industry.
The reason why the state can achieve such rapid growth in just one or two years, I think we win above strategic thinking and overall planning. To be a company, we must first conduct a thorough analysis of the overall situation, find out its own strengths and differences, and then set a good position, do a good job in the long-term and long-term planning, and follow the line and goals of its own design, and do it unswervingly. Will follow the industry leaders, and will not be dominated by industry companies.
However, most of China's lighting companies are now imitating, following the industry leaders, so that they can not only reflect their own advantages, but also find that doing so, the road will become narrower and narrower, and finally into the dead end.
Continue to take the road of merger
Reporter: Now that the state is facing a shortage of goods, despite the production potential of its headquarters and eight acquired companies, it still cannot meet market demand. Will you continue to merge with other companies to achieve the goal of expanding production capacity?
Cai Ganqiang: With this consideration, there will be one or two companies with larger production capacity in the future! The Chinese lighting market is too big. If companies do not consider expanding production capacity, they will not be able to meet the needs of dealers.
Look at the world
Reporter: As we all know, the potential and prospects of China's lighting industry are very broad, and this industry is highly concerned by the outside world. Especially when the WTO five-year trial period is over and the Chinese gate is fully open to the outside world, the competition level of Chinese enterprises is no longer limited to the Chinese market, but the entire global city is bound to encounter strong competitors from all over the world. Therefore, the dominance in China is not strong, we should look at the global market often, how do you consider the state's global strategy in the long-term planning of the state?
Cai Ganqiang: Yes, the future goals of the state are definitely not limited to the Chinese market, but must be global. In fact, we are doing this now. It can be revealed that we have set up an office in Hong Kong, have deployed marketing and foreign trade talents, and have already sold our products to countries and regions such as the Middle East through the Hong Kong office. This is only the first step. In the future, we will definitely open up overseas markets in stages according to the established direction and objectives. It is also important that the state must be a banner of self-operated brands and launch the brand in the global market, not for others. OEM. Introducing talents from Fortune 500 companies
Reporter: To make the business go all over the world, in addition to the importance of products, talent is actually a more important competitive factor. The competition of enterprises is ultimately the competition of talents. However, looking at the entire team of Benbang Lighting, there seems to be a lack of such talents with global strategic thinking and practical experience. Have you considered the introduction of talent?
Cai Ganqiang: Right, the biggest competition of enterprises is the competition of talents. Especially when the global economy is integrated, enterprises must go global, and senior talents are more important. In fact, the state is doing this, and is preparing to introduce senior talents from Fortune 500 companies in marketing, management, finance, trade, administration, research and development, etc. It is not a senior talent of the Fortune 500 companies. I don’t want it, and he is one step. Step up and grow up. The general manager in charge of marketing is now an executive of the original Nokia. He has a wealth of practical experience, overseas background and a strategic vision of globalization. Such talents can take the company to a new level, and their thinking has an extremely important guiding role for the development of the enterprise.
Reporter: I sincerely hope that Benbang can quickly complete the Chinese layout under the leadership of you and the entire cutting-edge talent team, and will soon enter the global market and have the right to speak Chinese companies in the global lighting market.
Cai Ganqiang: Thank you! I hope that it is not just a company in the state that goes to the global market, but a group of Chinese lighting companies.
? NVC Optoelectronics Technology: Corporate M&A mentality is the most important? Philips Lighting is fully attacking China's second- and third-tier markets? Interview with Shenzhen Leiming Technology Co., Ltd. Liu Xiaoguang? Interview with Yu Weiguang: A road to lighting and lighting. Huatai Lighting: Execution is The market's winning killer? Interview with experts, looking at the situation of the lighting industry in 2006 is gratifying? Hong Kong lamp Matt Wang Shunbo's "light man" marketing (Figure)? Benbang international lighting: 300% across 2006 (Figure)
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