NVC Lighting: Established a chain store in 1999
I. 1999: The first specialty store in the lighting industry
With the continuous development of the market economy, the economic environment has undergone tremendous changes, and the marketization of various industries has become increasingly mature. Although the lighting industry has a low threshold and started late, it has developed rapidly. Nowadays, many business operators have clearly realized that operating enterprises are not only selling products, but also price and quality. They must also pay attention to the construction of logistics and sales channels, and operate corporate brands. This is the real way out for the future of enterprises.
Is it a brand or a channel, or both? This problem has been plaguing Wu Changjiang and has also plagued many entrepreneurs. NVC continues to deepen its understanding of brands and channels. As the strength increases, the level of solving this problem is constantly improving.
Introducing the chain store model, “NVC†is the first in the domestic lighting industry.
At the beginning of the establishment, "NVC" had limited funds and could not afford advertising. So Wu Changjiang thought of promoting the brand image of “NVC†through a specialty store. It not only serves as an image, but also strengthens channels; it not only opens up the sales situation, but also cultivates the brand image. This creates a virtuous circle, and then goes back to improve management, strengthen quality, and improve the team. This is a low-cost and high-yield management idea, Wu Changjiang decided to start from the store.
In 1999, there was no lighting brand store in the country. Most of the lighting appliance dealers had a brand awareness and the same period of home appliance products, such as Haier, Skyworth, Changhong, etc., were carrying out brand monopoly operations. At that time, the lighting sales market was a grocery store, and there were brands in it. The traditional one-store multi-brand sales method of lighting appliances is not conducive to brand building. Can we graft the brand monopoly of Haier, Skyworth, Changhong and other home appliance companies into the lighting industry? Through careful investigation, NVC quickly launched a brand-specific marketing model that has a far-reaching impact on the entire lighting and electrical industry. In 1999, it first established the first brand-name store in the lighting industry in Shenyang. After more than two years of operation, NVC's brand monopoly shows a strong vitality.
NVC's store has a variety of modes. According to the size of the sales, it adopts various modes such as pre-payment, co-finance decoration and returning through the payment of goods to cooperate with dealers who operate the store. Adopting the form of dealer and enterprise cooperation, the company sets up an office to carry out unified management, taking into account functions such as brand promotion, sales and service.
As of June 2006, NVC has 860 stores nationwide, covering almost all prefecture-level cities across the country, with a future target of more than 1,000. Through the promotion of the striking storefront, “NVC†is not only easy to be remembered by users, but also quickly established its image and influence in the industry. After the brand marketing of NVC was enlarged, the store also played a role in preventing counterfeit products.
In April 2006, the NVC Operator Marketing Conference was held. Chairman Wu Changjiang, general manager of domestic marketing Wu Zheng? Blowing skirts? The executives and distributors from all over the country gathered together to discuss the development plan. At the meeting, Wu Zheng, general manager of the domestic marketing system, laid a new direction for NVC marketing. In terms of channel construction, the brand chain has always been an important project for the development of NVC. NVC will vigorously develop brand chain projects, set up a chain brand operation department to help dealers to take business, and at the same time, strengthen the maintenance of hidden channels. Wu Changjiang, chairman of the board of directors, believes that in the next few years, as the competition in the lighting and electrical industry becomes more and more fierce, the pattern will change accordingly. In addition to product competition, channel competition will gradually dominate the consumer market, and NVC’s brand monopoly will also Focusing on the long-term strategy, while promoting its own products to expand the brand's gold content and market share, this professional channel with localization advantages will become another profit platform of NVC, and form a channel alliance with international giants. .
It should be noted that the role of the NVC store is mainly to enhance the brand image of the company. NVC's many products are placed in the store to allow consumers to understand and provide them with professional services and guidance. Regarding the relationship between channels (including specialty stores) and brands, the seventh chapter of the book, “Manufacturing Brands†and “Commercial Brands†is elaborated in the context of NAND.
According to the survey, NVC's own profit is mainly achieved through cooperation with large-scale engineering projects. Since the establishment of NVC, it has actively cooperated with enterprises, carried out research cooperation with universities, etc., and these cooperations have become more and more extensive due to the increasing popularity and growth rate of NVC in the industry.
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