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Mr. He Zhaojian (left), Chairman of Jiamei Times Lighting Co., Ltd. and Mr. Li Chunan, General Manager (right)
Reporter: With the development of commercial lighting, the “Jiamei Era†relies on its strong manufacturing capabilities and regional advantages, and it was cut into the early stage of the market. Now the “Jiamei era†is a big one in the market, and it is difficult to find a second counter-offer. How can the "Jiamei Times" be able to operate and manage today's achievements?
Mr. He: Jiamei always adheres to the principles of openness, fairness, justice and reasonableness when participating in market competition. Jiamei's competitive advantage lies in professional technology and pragmatic management methods as well as excellent product quality and moderate price. These are the magic weapons for Jiamei to win the market. Moreover, Jiamei's good corporate reputation and high loyalty dealers established through more than 20 years are also the precious wealth of Jiamei, which makes Jiamei have a stable sales network throughout the country and provide sufficient resources for market competition.
The first is quality and technology. As the saying goes, it is necessary to be good at the world. The perfection of a company's own products is the primary condition for its market, and the quality of products is undoubtedly life. Jiamei attaches great importance to the quality of the products, so that the quality is perfect and the users are assured. This is the constant pursuit of Jiamei. The characteristics of the product in terms of technology are also a weapon for its occupation of the market. Jiamei has a professional R&D team with sophisticated and advanced production experience and continuous development and innovation. Jiamei's current lighting products come in a variety of styles and functions to meet the needs of different customers.
Followed by positioning. Each company has its own characteristics. According to the characteristics of Jiamei products, we position the product price as: "Quality Middle Price" Why is this price positioning? As far as the industry is concerned, some similar products of the same quality are much higher than Jiajiao. Jiamei is pricing this way. I personally think that in addition to profit, the purpose of the existence of the enterprise must also protect the interests of the distributors, but also take into account the user's ability to withstand.
There is also the cohesiveness of the brand. The JOM Jiamei brand embodies the efforts of Jiamei Company for more than 20 years and has been recognized by customers and the market. As we all know, the competition of lighting products is largely the competition of brands. It is also inevitable that JOM Jiamei will follow the branding road.
Furthermore, marketing networks, management, services, etc., need not be said more. Each company has its own characteristics, advantages or disadvantages. I think only the market has the final say, Jiamei has the characteristics of Jiamei, we will We will continue to improve various systems, relying on the market to continuously introduce new products in terms of product concepts, product styles, product structures, and product lineups, and produce lighting products that better reflect modern commercial lighting and suitable for users, and strive to become the first brand in the lighting industry. !
Reporter: "Jiamei era" has a strong mold development and product manufacturing capabilities, new products follow-up speed, what new products are introduced in 2007? Please give details.
Mr. He: In 2007, Jiamei will launch a series of original and patented new products in the business and home fields, including office lights, bedroom lamps, children's lamps, kitchen lamps, ceiling lamps, downlights, and guide metal halide lamps. , office lighting series, etc., then you can visit the Jiamei website , to understand.
Reporter: At present, China has become the world's largest producer of decorative lighting. The quality of its products has also been recognized by the world. Every year, a large number of products are on the international market. However, due to the lack of well-known brands, these products are mostly in the form of OEMs to the international market. Product value is not fully apparent. According to the analysis of the person in charge of the China Lighting Association, the current situation is mainly caused by the lack of brand awareness in China's lighting production enterprises. How does the “Jiamei Era†as a good lighting company view the problems in the market? In what way is it to nurture and promote the brand? What kind of new look, new theme and new image will the "Jiamei Times" welcome to the new round of market competition in 2007? Please elaborate.
Mr. He: At present, the branding of the lighting industry is still in the cognitive stage. There are many brands, thousands or even tens of thousands, but there is no public brand, which means that no lighting brand can be recognized by the general public in a broad sense. This is a common problem in the lighting industry, and it is a bottleneck for its continued development, because of the threshold of the lighting industry.
Therefore, in the near future, the lighting industry will face a choice of two choices, either to become a real mass brand, or to decline, and be eliminated by the trend. That is to say, the self-owned brand has gradually declined, and the brand has expanded and expanded! And how will Jiamei face such a challenge? I can clearly tell you that Jiamei's ultimate goal is to become the first brand of Chinese lighting.
In my understanding, the brand encompasses all aspects of the company and its products: quality, price, management, image, service and even culture. The core of it is "professional" and "value". “Transmission of professionalism†is an important part of the profession. The external image of a company is often the transmission of the brand value of this company. The concept embodied in Jiamei’s new image is just around these two points.
From the specific performance of VIS, it is "one brand, two performances", which reflects the profession.
“One Brand†describes Jiayi’s consistent “JOM Jiamei†logo. “Two kinds of performances†are different expressions of the different professional value orientations required for “commercial photos†and “home lightingâ€. For example, the direct consumers of “Commercial Photo†and “Home Lighting†are different in value purchase, and the requirements for the purchase environment are not the same. This requires us to study and come up with the right solution. Commercial photos and homes have their own identification and display systems in the VI logo and terminal store decoration. The commercial photo VI is mainly composed of light orange, emphasizing professionalism and stability, while the home is displayed in colorful, giving people a colorful and warm feeling. This "one gene, two forms" brand expression is believed to be the first in the industry. “Clear value†is the main line of enterprise development. Brands must have added value, and the core value of the brand must be strengthened. Brands without core values ​​are like the body without personality charm, without their own values.
Another important content of Jiamei's new image (brand) is to clarify the value – everywhere is the core performance, which not only emphasizes the value of the company itself, but also makes the consumer clearly aware of the brand to him. What kind of value brings us, the light everywhere is not only the bright light of the product, but also the light that the whole brand emits in the eyes of consumers.
Since the beginning of this year, Jiamei has invested more than 20 million yuan in brand building each year. Some of these expenses are used in traditional advertising, some for terminal image construction, display performance, and various promotion activities...
This year, Jiamei emphasized three new – “new image, new quality, new serviceâ€, and the work throughout the year is also focused on it.
I have already explained the new image above, and then I will talk about Jiamei's new quality and service.
The new quality - the core of Jiamei's new quality emphasizes high cost performance, and creates a superior price with a first-class brand.
Jiamei adheres to the principle of “first, establish harmony between quality and price, create excellent quality and competitive price. That is to say, the same quality must have an advantage in price, and the same price must lead in quality.
Second, we are committed to product innovation and enhance brand reputation. Promoting the brand with quality and winning the market with the brand. In order to strengthen the competitiveness of the product, Jiamei has carried out technical cooperation with domestic first-class scientific research institutions and Hong Kong's most famous industrial design company, focusing on light effect, electronic technology, industrial design and structure. Breakthroughs in core areas such as innovation. Innovatively launches patented products that are leading the industry. The key point is that Jiamei will also increase investment in new product research and development, and give the R&D department a lot of human, material and financial support. Every year, 5%-8% of total sales are invested in new product development. In the near future, Jiamei products will achieve more than 80% independent independent design and development.
Jiamei new service - personalized before sale, personal after-sales.
The real service of the lighting industry lies in a series of coherent advances in pre-sales, in-sales and after-sales. What kind of service does Jiamei respect? For commercial lighting, more emphasis is placed on pre-sales services - personalized pre-sales, professional lighting design solutions, professional light source configuration to solve lighting needs for customers, according to customer needs and requirements "Customized", to what extent the light effect is achieved, how much power is saved... Let the customer have a clear understanding and be truly responsible for the customer. The after-sales service is based on personal tracking, regular maintenance, always know the use of the product, regular inspection, timely maintenance. Home lighting is more about the need to strengthen the need for consumer adaptation, providing consumers with a series of coherent services such as common sense introduction, home design, product experience, product purchase, product installation and commissioning, maintenance and so on.
Reporter: Recently, a brand named “Jiamei Zhiguang†has emerged in the market. Its products are also downlights. The price is much lower than that of “Jiamei Times†brand. At present, some consumers complain that they are buying famous brands “Jiamei Timesâ€. "When the product was purchased, the "Jiamei Zhiguang" brand product was mistakenly purchased. How does the "Jiamei era" view this issue? What measures will be taken to prevent such things from happening?
Jiamei era Jiamei era: Such a thing believes that every mature brand has been encountered, Jiamei will not tolerate this kind of behavior, will use legal means to protect their legitimate rights and interests. At the same time, Jiamei will further increase the protection of trademarks and brands. In particular, this year, a new image will be launched, and the protection in this respect will be even greater. We are striving to become a “famous trademark†and a “national inspection-free productâ€. We must improve our trademark and brand management in various ways. As for the emergence of such unfair competition is determined by the weakness of the market economy itself, but at the same time it is only a short-term speculation, I believe that through the continuous improvement of the market system and the continuous improvement of corporate legal awareness, this The authorities will definitely improve.
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