Huaqiang Lighting Xiong Jian: Do a popular brand (Figure)

In the past, when people mentioned Huaqiang Lighting, they would naturally associate it with low-end products. For this kind of comment, Mr. Xiong Jian, Marketing Director of Huaqiang Lighting, has a taste in his heart: “The low end is not equal to the low level, and the low end products can also be made into a brand. It also produces a brand effect. Only the national one is the public. ”


Low end is not equal to low gear

Xiong told reporters that if companies do nothing and do nothing, they will have their own positioning, but they must be suitable for the national conditions. China has a large population, unbalanced economic development, uneven consumption levels, and a vast consumer base at the bottom of the pyramid. The lighting industry cannot be “sinful and poor”; it should pay more attention to popular demand. For the industry's frequent transmission of Huaqiang is the argument for low-end products, the chairman of the board, Mr. Cai Ganqiang once said that the low end is definitely not equal to the low-end. Otherwise, among the few companies with an annual output value of over one billion, Huaqiang has already exceeded one billion in annual output value. "If you think that Huaqiang is not good, why are there so many consumers who choose Huaqiang?" "Everyone thinks that good is really good," Xiong Jian used an ad.

Rich man's breeding base

Mr. Cai Ganqiang is an outstanding representative of the national industry's self-reliance and self-improvement. He initially accumulated entrepreneurial success with the original capital of 300,000 yuan. Now Huaqiang Lighting has grown stronger. The dealers who followed Huaqiang grew up. The dealers who made Huaqiang at the beginning were almost all millionaires and a group of multi-millionaires. Whether it is solving social employment problems or creating fiscal revenue for local governments, Huaqiang is undoubtedly making outstanding contributions.

Xiong Jian said that although Huaqiang Lighting has achieved the third- and fourth-tier markets, it is still further optimizing the terminal, carrying out brand upgrades, service upgrades and enriching the product chain. The first is to carry out internal tapping and resource integration of the brand; the second is to enhance the external service and strengthen the management of the entire process from production to sales; as for the product chain, Huaqiang currently has light source products, home lighting, commercial lighting, engineering lighting, electrical products, etc. The lineup is strong.

Create a strong brand

Huaqiang wants to develop and expand, and it is inseparable from the road of national brand. Xiong Jian said that Huaqiang Lighting, as an outstanding representative of the national lighting brand, could not watch the "national brothers" being purchased by foreign giants, so Huaqiang accelerated the pace of mergers and integration. At present, Huaqiang has reorganized eight lighting companies in Hunan, Henan, Chongqing, Hubei and other places, which is to join forces to resist the massive invasion of foreign brands. Huaqiang not only exports brand and output management, but also has more dominance in its operations. At the same time, Huaqiang also advocated the rapid integration and expansion of the unique form of the leased plant equipment and input technology management. This “business merger” is more regressive than the traditional “asset merger”, so it has strong industrial flexibility and policy flexibility.


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