Since the construction of the special economic zone and the reform and opening up, China's economy has been like a fast-moving wild horse, and China's GDP has risen year after year. At this time, when the mainland enterprises used their hard-working hands and smart minds to tap into the greater potential of the local market, foreign-funded enterprises suddenly came to the Chinese mainland market, including Taiwan-funded enterprises. There are also many Taiwan-funded enterprises in the lighting industry, such as Yiguang Lighting and Yiding Lighting. These brands are well-known and have been developed in the mainland market for decades. They have accumulated rich customer resources and mastery. Mature channel approach.
A person in charge of a Taiwan-funded enterprise told reporters that Taiwanese-funded enterprises have encountered many thorny problems when they first arrived. From the enterprise management, marketing strategy, product structure, etc., they are not satisfied with the mainland market culture, but after years of development, Taiwan-funded enterprises It has gradually adapted to the local market climate, and has always followed the customs in terms of brand building and channel construction.
Differentiation between mainland enterprises and Taiwan-funded enterprises: 5S
Some people in the industry have discussed the differences in management between Taiwan-funded enterprises and local enterprises. They believe that local enterprise management is more emotional. As the saying goes: the law is dead, people are alive, and mainland enterprises are more likely to be employees. Putting it into consideration, we often organize internal expansion activities to promote the exchange distance between employees, so as to promote the construction of a harmonious corporate culture. Taiwan-funded enterprises are relatively strict and militarized.
Kang Fu marketing director Yu Xin told reporters that the company's management refers to the 5S model. This 5S management model was born out of Japan, and its main features are militarization, standardization, institutionalization and standardization. The 5S mode refers to: SEIRI, which distinguishes between what you want and what you want, and strives for the most space; SEITON, the things that are going to be reorganized, planned, neatly arranged, clearly marked, strict company will require 30 You can find any documents you need in seconds; SEISO and SEIKETSU, which cleans every corner of the working environment, even the door and the bottom of the drawer, the inspectors will use white gloves to explore these Position; SHITSUKE, is to maintain and adhere to the previous 4S, and finally develop habits. Because Taiwan enterprises believe that people can develop a habit by repeating one action 31 times.
Therefore, this model is generally used in Taiwan-funded enterprises, and special personnel will be invited to guide the training. The requirements for the employees of the company will be made into a manual.
The typhoon landed in the mainland market, and it was not completely localized in the brutal market competition. The competition among enterprises also entered the stage of brand competition from the initial price war. In the modern consumer environment, the brand is actually a kind of credit guarantee. The increase of brand value means that the trust of consumers increases, which means that the company can obtain more user resources. This is the core competitiveness of the current enterprise. .
Every year, lighting companies will hold new product launches, technical exchanges and other activities, and some companies have begun to try to hold industry exchange seminars with industry media. No matter what form, it embodies the lighting company's determination to move from being brand-free to having a brand.
Secondly, more and more LED lighting companies promote their brands in traditional media. For example, Hongguang Lighting invited the famous actor Huang Shengyi as the spokesperson. Qiantai Lighting has a famous TV host He Wei, Suo Zheng has a bald head Guo Donglin, plus zero has a high round, etc. . Taiwan-funded enterprises do not seem to be fluent about this. An industry source explained that because many foreign-funded enterprises, including Taiwan-funded enterprises, in the Chinese mainland market, most of them are hidden channels such as high-end engineering channels and designer channels, while mainland enterprises have invited spokespersons mainly for end consumers. The choice of channel mode is actually a choice that is closely related to the market.
Participating in the lighting exhibition is a platform for promotion and sales for many lighting companies. Therefore, some enterprises should participate in the lighting exhibitions of large and small, and take the exhibition as a compulsory course. For Taiwan-funded enterprises, it may not be. An enterprise engineer told reporters that the frequency of the company's participation is not too large, but there are many experiences in the exhibition. Whether it is exhibition or exhibition, it will take the opportunity to promote and publicize the company and products, and build its own brand. Image. Yu Xin told reporters that Kangerfu's brand and channel construction methods are similar to those of mainland enterprises on the surface, but they are not completely localized, or there will be differences, mainly depending on market positioning, and will be different according to the development needs of enterprises. Different strategic plans are made at the stage.
In line with international standards, technological innovation and savvy are sensitive. The LED industry technical seminar has accumulated a lot during the year, especially during the lighting exhibition, there are two or three lectures on the development of LED industry technology. At the same time, people inside and outside the industry have raised a question: Will the technology and products of Taiwan-funded enterprises be better than local enterprises?
Lu Yi, deputy general manager of Jiaming Lighting, believes that only the market orientation of Taiwan-funded enterprises and mainland enterprises is different. In the local market, many LED companies are aimed at the end consumers, understand the consumption needs of local consumers, make products suitable for the market, and do the price products that consumers need. In the same way, Taiwan-funded enterprises choose different channels, so its product positioning is naturally different, so the requirements for product structure are also different.
Yu Xin believes that Taiwan-funded LED lighting companies are still relatively sensitive in terms of receiving technological innovation concepts, and their absorption is relatively fast. For Kangerfu, because of more than ten years of experience in the export market, whether it is in the process, materials, product design, and styles are in line with the international, more directly understand the latest innovations in the latest international technology or product structure, and Kangerfu has invested more than 10 million yuan in technology research and development each year. In addition, Kangfu currently sells in Taiwan, mainly responsible for the sales of the export market. The main target group is the customers in Europe and America. The requirements brought by the customers while doing sales are also a process of sublimation and learning.
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